Apple is expanding its premium product lineup with more 'Ultra' tier devices, according to Bloomberg's Mark Gurman. While the Apple Watch Ultra remains the only product actually using the name, Apple is developing high-end hardware that could extend the Ultra branding to new categories.

Gurman identifies several products worthy of the Ultra designation, including the rumored iPhone Fold with its massive inner screen and expected $2,000 price tag. The foldable device would feature advanced in-display sensors and cutting-edge technology that aligns with Ultra's premium positioning. AirPods Pro with cameras are also considered 'Ultra' candidates, as they would expand beyond audio to provide visual input for Apple Intelligence.

The MacBook Pro is getting an OLED screen upgrade in late 2026 that will push it into Ultra territory, with a price bump that reflects its premium status. While Apple may not use the Ultra name everywhere, the company is clearly moving toward creating hyper-premium models with unmatched specifications and capabilities across its product ranges.