# Apple's Ultra Products and New Financing Option Apple Upgrade program makes high-priced Ultra series more accessible. - **Source:** [Macworld](https://brifing.si/source/5c5245ce-d063-40e0-bd54-48b60cbc761f) - **Published:** 2026-08-03 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/f3e73e72-b6da-45f7-8a99-47693acf4f54 ## Apple's New Ultra Series Apple is working on innovative products like a foldable iPhone, a touchscreen MacBook Pro with OLED display, and Siri AI-powered smart home devices. These devices are expected to come with high price tags. For instance, the foldable iPhone could cost up to $2,500, which is $1,300 more than the current iPhone 17 Pro Max. ## Reasons for High Costs New technologies drive up production costs. Components like foldable OLED screens, durable hinges, and custom camera systems increase expenses. When the iPhone X launched at $999 in 2017, it shocked consumers, but that price is now standard. The Ultra series could cost nearly twice as much as current Pro models. ## Apple Upgrade Program Apple is introducing the Upgrade program to make high-priced products more accessible. The iPhone Ultra could cost around $70 per month on a 24-month lease, while the MacBook Ultra would be similarly priced on a 36-month plan. This offers a more affordable alternative to upfront payments. The program covers all premium products except Vision Pro. ## Market Impact The Ultra series targets mainstream users but may appeal to a niche audience due to its prices. However, the Upgrade program could broaden access. Samsung's Galaxy Z Fold Ultra starts at $2,100, and Apple's rival product is expected to be similarly priced. ## Value of Current Products Even with the Ultra series, current iPhone Pro and MacBook Pro models will remain sufficient for many users. Apple also offers budget-friendly options like the iPhone 17e and MacBook Neo. The Ultra series will position itself as futuristic but high-priced, similar to the Vision Pro. ## Consumer Choices While the Ultra series targets tech enthusiasts and professionals, the Upgrade program could expand its reach. Monthly payments remove the barrier of high upfront costs. Apple aims to boost sales of premium products with this strategy. ## Industry Implications Apple's Ultra series and Upgrade program could set a new standard in the tech industry. Other manufacturers may adopt similar financing models to make high-end products more accessible. This could intensify competition in the premium segment and shape consumer preferences. ## Conclusion and Outlook Apple's Ultra series stands out with technological innovations, while the Upgrade program aims to reach more users. High prices are mitigated through monthly payment plans, making premium products more accessible. This move could help Apple maintain and expand its market share. ## Sources covering this story - https://www.macworld.com/article/3203011/iphone-macbook-ultra-apple-upgrade-leasing-affordability.html — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._