* MacRumors article
Apple Planning 'MacBook Ultra' With Touchscreen and Higher Price
https://www.macrumors.com/2026/03/08/apple-planning-macbook-ultra/
Some content translated by GPT-5.4 and edited.
Apple is planning to release a completely new 'MacBook Ultra' model this year, featuring an OLED display, a touchscreen, and a higher price tag, according to Bloomberg's Mark Gurman.
Gurman revealed this information in his latest 'Power On' newsletter. While there have been widespread expectations that Apple would launch a new MacBook Pro model with an OLED display, touch functionality, and a thinner design powered by the M6 series chip in the fourth quarter of 2026, Gurman suggested today that this might not be a MacBook Pro but rather a completely new type of MacBook.
Instead of being a successor to the recently announced M5 Pro and M5 Max MacBook Pros, the MacBook Ultra is expected to become Apple's new top-of-the-line notebook. Gurman also added that this device is more likely to sit above the current M5 MacBook Pro lineup rather than replacing it, suggesting that existing models may continue to be sold.
This could result in a significantly higher price for the new device. Gurman pointed out that Apple introduced an OLED display to the iPhone X in 2017 and applied it to the iPad Pro in 2024, simultaneously increasing the price by about 20%. As a result, he believes that a similar level of price increase is possible considering that this would be the first time an OLED display is incorporated into a MacBook, potentially pushing the MacBook Pro line further into the high-end market.
Gurman argues that this aligns with Apple's broader trend. Apple aims to offer more models across a wider range of price points, as evidenced by the introduction of the new MacBook Neo at a groundbreaking price of $599 to compete with low-cost Windows notebooks and Chromebooks. This movement is also reflected in the premium market, leading to a significantly more diverse selection of premium options.
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https://x.com/markgurman/status/2030658982139048337
