Apple’s most expensive MacBook ever is coming, and it could be called ‘MacBook Ultra’

Apple may be done launching budget laptops for now. The company’s next major MacBook could be a high-end machine with an OLED touchscreen display, a price premium to match, and possibly a brand-new name: MacBook Ultra.

Bloomberg’s Mark Gurman, writing in his Power On newsletter, says the device is expected to arrive around the end of 2026. Unlike the M5 Pro and M5 Max MacBook Pros Apple just announced, this wouldn’t be a routine chip refresh. It’s reportedly set to run on the M6 Pro or M6 Max, and would be the first Mac ever to combine a touchscreen with an OLED panel—hardware features that have, until now, been exclusive to the iPad Pro.

Ultra to be a new MacBook tier, not a replacement

Crucially, Gurman says this machine would sit above the current MacBook Pro lineup rather than replace it. That would make it an entirely new tier—something Apple has been quietly building toward across its product range.The price hike is likely to be significant. When Apple introduced OLED to the iPhone in 2017, the base price crossed $1,000 for the first time. The iPad Pro saw roughly a 20% jump when it switched to OLED in 2024.

A similar pattern on the MacBook side would push the entry point well above what the current MacBook Pro commands today.

Apple is stretching its lineup in both directions

This fits a broader strategy Gurman outlined in Power On. Just days after launching the $599 MacBook Neo—Apple’s most affordable laptop ever—the company is already turning its attention back to the premium end of the market. Also reportedly in the pipeline: a foldable iPhone priced around $2,000 and new AirPods with computer-vision cameras, both of which could carry “Ultra” branding.Whether this MacBook ends up being called the MacBook Ultra or keeps the Pro name, one thing is clear—Apple is moving firmly upmarket, again.