Apple is reportedly preparing to launch new MacBook models later this year featuring touchscreen OLED displays and M6-series processors. The upcoming devices were initially expected to replace the recently introduced M5 Pro and M5 Max MacBook Pro models.
However, according to Bloomberg’s Mark Gurman, that may not be the case. Gurman reports that the new MacBook could carry an Ultra branding and sit above the existing M5 Pro and M5 Max models in Apple’s lineup.
20% Price Increase
Gurman said he is uncertain whether Apple will adopt the Ultra name or retain the Pro branding. Regardless of the final naming decision, the upcoming OLED touchscreen MacBooks are expected to be positioned at a higher price point.
The report suggests that pricing for the new models could increase by as much as 20% compared to current versions.
Apple is also said to be expanding its MacBook portfolio across different price tiers. The company recently introduced the more affordable MacBook Neo with a starting price of $599. A similar tiered strategy could extend to its premium MacBook offerings.
The new OLED MacBooks with touchscreen support are expected to launch in the fourth quarter of 2026.
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