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| The next-generation MacBook Pro could be marketed as the MacBook Ultra. |
For months, the Apple rumor mill has been churning with whispers of a complete overhaul for the MacBook Pro. Since the last major design shift arrived with the fan-favorite M1 Pro and M1 Max models back in October 2021, professionals and creatives have been eagerly awaiting the next big aesthetic leap. Now, a new report from Bloomberg suggests that Apple’s plans are far more complex—and potentially far more expensive—than anyone anticipated.
According to the latest report, the shiny new MacBook Pro we expect in the fall of 2026 won’t actually replace the models Apple just launched. Instead, it will sit awkwardly (or impressively) beside them as a pricier, ultra-premium alternative.
A New Tier: The "MacBook Ultra" Hypothesis
In a recent newsletter, Bloomberg’s Mark Gurman dropped a significant update regarding Apple’s silicon strategy and industrial design roadmap. Contrary to the typical cycle where a new design eventually trickles down to become the standard, Gurman states that the "revamped" MacBook Pro arriving in late 2026 will not be the successor to the Apple M5 Pro and M5 Max models that were unveiled just this Tuesday.
Instead, the new chassis—rumored to be thinner, lighter, and equipped with a brand-new display technology—will be offered as a more expensive alternative to the existing M5 lineup.
Because of this unprecedented tiered structure, Gurman speculates that Apple may need to rebrand the device entirely to avoid consumer confusion. He suggests the company could market this premium device as the "MacBook Ultra." This would mirror the strategy seen with the Apple Watch and the M-series chips, creating a distinct "Ultra" line that signifies maximum performance and luxury features, justifying a price that sits well above the "Pro" tier.
The Price is Not Right (For Your Wallet)
If you thought the current MacBook Pro was an investment, the rumored pricing for this "MacBook Ultra" might induce sticker shock. Bloomberg draws a direct comparison to the dramatic price hike Apple implemented when it transitioned the iPad Pro from an LCD screen to an OLED panel. That upgrade resulted in a price increase of roughly 20 percent.
Applying that same logic to the MacBook Pro results in some staggering figures. If Apple keeps the M6 Pro and M6 Max chips exclusive to this new design (or offers them as upgrades), we could be looking at the following hypothetical price points:
- 14-inch MacBook Ultra (M6 Pro): Starting at approximately $2,639.
- 14-inch MacBook Ultra (M6 Max): Starting at approximately $4,319.
- 16-inch MacBook Ultra (M6 Pro): Starting at approximately $3,239.
- 16-inch MacBook Ultra (M6 Max): Starting at approximately $4,679.
Of course, as with any rumor regarding unannounced products, especially those concerning pricing, it is wise to view these numbers with extreme caution. These figures are based on extrapolating a specific percentage increase from current MacBook Pro models available on Amazon, and final retail pricing is one of the last things Apple decides.
What You Get for the Premium: OLED, Punch-Hole, and Face ID
So, what could possibly justify a $4,300 laptop? According to the sources cited by Bloomberg, the answer lies in a trifecta of firsts for the Mac lineup.
- OLED Touchscreen: For the first time in a Mac, the display is expected to be a brilliant OLED panel. This would bring the infinite contrast ratios and deep blacks seen on the latest iPhones and iPads to the Mac, revolutionizing media editing and consumption.
- Bye-Bye Notch, Hello Punch-Hole: Apple is reportedly ready to retire the controversial notch that has adorned MacBooks since 2021. In its place, the "MacBook Ultra" is said to feature a punch-hole cutout for the camera system, offering a much cleaner look on the OLED display.
- Face ID Arrives on Mac: This is the feature many have been waiting for. The punch-hole is rumored to house not just a better camera, but the necessary sensors for Face ID. This would finally allow users to securely log in to macOS and authenticate purchases using facial recognition, just as they do on iPhone and iPad.
The Bigger Picture
This rumored move suggests Apple is testing the waters of hyper-premium segmentation. By keeping the "standard" MacBook Pro (with M5 chips and a traditional design) on the market while launching a drastically more expensive "Ultra" model, Apple can cater to two distinct audiences: the prosumer who needs power, and the high-end professional or enthusiast who demands the absolute best (and most expensive) technology available.
For now, we wait. The fall of 2026 is still a long way off, and plenty can change. But if this report holds true, the future of the Mac is not just faster—it’s going to be a lot more luxurious, and a lot more expensive.
For more details on Apple's broader product strategy, including the rumored $599 MacBook Neo, you can read the full report on Bloomberg.