Apple's Strategic Shifts: MacBook Ultra Development and Vision Pro Discontinuation

Apple is reportedly developing a new high-end laptop, potentially named the "MacBook Ultra," which would surpass the current MacBook Pro in features and pricing. According to reports, this model may include a touchscreen OLED display and utilize upcoming M6 Pro and Max chips, while also being thinner than existing Pro models. The MacBook Ultra is expected to offer a new feature set and could be significantly more expensive than current MacBook Pros—potentially by around 20% more.

In contrast, Apple has reportedly ceased development of its Vision Pro headset following underwhelming sales, particularly of the updated M5 chip version released in late 2025. Although the Vision Pro is still available for purchase on Apple's website, internal reports suggest the company has dismantled the Vision Pro team and redirected resources toward the development of smart glasses—initial versions of which are expected to resemble the Ray-Ban Meta glasses and won’t include built-in displays. Apple aims to include augmented reality (AR) capabilities in future iterations, but current limitations in power efficiency make that goal unreachable for now.

These developments indicate a strategic shift in Apple's product focus, emphasizing innovation in its laptop offerings while reevaluating its approach to augmented and virtual reality technologies.