Apple is reportedly preparing significant MacBook Pro improvements and expanding its premium 'Ultra' branding to new devices including a potential iPhone Fold.
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Apple is preparing a "major upgrade" to its MacBook Pro lineup expected by early 2025, according to multiple industry reports. The company is simultaneously planning to expand its premium "Ultra" branding beyond the Mac Studio, potentially introducing three new high-end devices this year.
The Ultra product expansion represents Apple's strategy to create a distinct premium tier above its current Pro offerings. Reports suggest this could include an iPhone Fold and other high-end devices, marking Apple's most significant product line restructuring in years.
While specific technical details remain limited, the MacBook Pro upgrade timing aligns with Apple's typical annual refresh cycle. The Ultra branding currently exists only on the Mac Studio with M1 Ultra and M2 Ultra chips, suggesting these new products may feature Apple's most powerful silicon.
The announcements could reshape Apple's product hierarchy and pricing structure, potentially pushing premium devices into higher price brackets. Industry analysts expect formal reveals during Apple's spring or fall events, with availability following shortly after.
Meanwhile, Apple continues iterating on existing software with iOS 18.4 Beta 4 introducing CarPlay improvements and eight new emoji characters, demonstrating the company's parallel focus on incremental updates alongside major hardware refreshes.