Apple Shifts Focus to Ultra-Premium Devices, Including Foldable iPhone

Apple is strategically refocusing its product development towards high-complete “Ultra” devices, signaling a potential shift in its market approach. This move comes as the company assesses its current entry-level lineup as largely complete, according to Bloomberg’s Mark Gurman [1].

Current Entry-Level Lineup

Apple currently offers several products in its entry-level segment, including the Apple Watch SE, iPad 11 and MacBook Neo.

The “Ultra” Strategy

The company is preparing a “more significant shift” towards high-end “Ultra” devices. At least three novel devices with the “Ultra” label are rumored to be introduced this year.

Rumored “Ultra” Devices

• iPhone Ultra: Expected to be Apple’s first foldable iPhone. Gurman estimates a price point of around $2,000 (approximately IDR 33.9 million) [1]. The device is anticipated to feature a large screen and under-display sensor technology.

Mark Gurman’s Expertise

Mark Gurman is a tech reporter for Bloomberg with a long history of accurate reporting on Apple’s product plans [2]. His reports are closely watched within the tech industry, often setting expectations for upcoming products [2]. Gurman began his career reporting on Apple news while in high school, and has been writing for Bloomberg News since 2016 [3].

Implications

The introduction of the iPhone Ultra is expected to strengthen Apple’s position in the premium smartphone segment and potentially open a new era for the iPhone line. It is predicted to complement the existing iPhone Pro and Pro Max series.