Apple Swings Back to the High End
Apple spent the early part of 2026 making headlines with affordable devices, the MacBook Neo brought Mac laptops to a new price floor. Now, according to Bloomberg's Mark Gurman, the company is preparing to go in the opposite direction entirely.
At least three new products are reportedly in development under Apple's "Ultra" branding, the tier reserved for its most powerful and expensive hardware. Think Mac Pro territory, but potentially expanding beyond the desktop.
What Ultra Actually Means
Apple's Ultra designation started with the M1 Ultra chip in 2022, essentially two chips fused together for workstation-class performance. Since then, the Ultra line has been synonymous with maximum power and a buyer profile that skews heavily toward creative professionals: video editors, 3D artists, music producers, and developers running complex workloads.
For Canadian buyers, Ultra-tier products typically land in the $5,000–$10,000+ range once you factor in CAD conversion and Apple's pricing. They're not everyday purchases, but they represent Apple's clearest statement of technical ambition.
The Canadian Creative Economy Connection
Canada's film, animation, and games industries, with growing presence in Ottawa, are significant Apple silicon users. Productions at companies like Ubisoft Ottawa rely on exactly the kind of hardware Apple's Ultra tier provides. When Apple refreshes at the top, Canadian studios pay close attention.
Details on pricing and release timing haven't been confirmed, but Gurman's track record suggests these products are closer than they appear.
Source: The Verge
