Rumors indicate Apple’s long-expected MacBook Pro redesign will be branded ‘MacBook Ultra’ instead. Here’s why this could be good news for MacBook Pro users in light of a previous redesign misstep.
MacBook Pro redesign history has examples of success and failure
Apple’s current MacBook Pro is, in many ways, an apology model. The MacBook Pro design we still have today first arrived in 2021. And it gave users exactly what they’d been asking for after years of a highly unpopular previous design. In 2016, Apple unveiled a new MacBook Pro that proved problematic in several ways. The infamously unreliable butterfly keyboard was a big part of that. But the new model also removed several ports that creative professionals rely on, switching to an all USB-C setup. The Touch Bar also proved controversial for replacing function keys. And the new design was thin, which isn’t ideal for pro users who value performance and battery life. It took five long years before another redesign arrived. But when it did, Apple gave pro users everything they’d been asking for. The 2021 MacBook Pro bulked up to maximize performance and battery life, it fixed the keyboard, ditched the Touch Bar, and added ports like HDMI, SDXC card, and MagSafe.
Now, the time for another redesign is almost here. But per the latest rumors, Apple might take an unusual path: branding its newest design as ‘MacBook Ultra’ while the current MacBook Pro design lives on. Here’s why that could be good news for MacBook Pro fans.
Adding ‘MacBook Ultra’ means the MacBook Pro can keep prioritizing what pros want
Apple clearly learned its lesson after the 2016 MacBook Pro debacle. However, some of the rumors about its next MacBook design sound eerily familiar. Per Mark Gurman, the new model will be thinner and lighter than Apple’s current MacBook Pro. That could impact performance and battery life, and also might mean it lacks some ports offered by the MacBook Pro. And it will have a touch screen, which some users might see as a useless ‘innovation’ like the Touch Bar before it. I’m confident Apple doesn’t have another 2016 disaster on its hands. However, I do think using ‘MacBook Ultra’ branding could be a clever way to avoid history repeating itself.
If Apple does launch this new model as the first MacBook Ultra, rather than being a new MacBook Pro, it will accomplish two things: the current MacBook Pro design will continue being available unchanged, and Apple’s new design won’t have to follow the ‘Pro’ standards. By splitting the lineup and creating a new MacBook Ultra, the MacBook Pro can continue being exactly what it is today: the thick, performant, port-heavy model for “pros.” Meanwhile, the MacBook Ultra can pursue innovation and push the Mac forward in new ways without risking alienating professionals.
This approach mirrors what Apple has done with the iPad line. The iPad Pro remains the powerhouse for creative and professional work, while the iPad Air offers a lighter, more accessible option with some trade-offs. The MacBook Ultra could occupy a similar space: a premium, innovative machine that appeals to early adopters and general consumers, while the MacBook Pro remains the workhorse for those who need maximum performance and connectivity. This segmentation could also help Apple manage expectations—if the Ultra lacks a port or uses a thinner battery, users who need those features simply stick with the Pro.
Historically, Apple has often faced criticism when it tries to merge innovation with professional requirements. The 2016 MacBook Pro’s removal of the MagSafe charging port, in favor of USB-C, forced many professionals to carry dongles for days. The butterfly keyboard, while innovative in reducing thickness, proved prone to failures under heavy use. And the Touch Bar, though an interesting experiment, never gained traction among power users who preferred physical function keys. By creating a new Ultra line, Apple can experiment with such features—like a touch screen or new input methods—without forcing them onto the MacBook Pro. If the Ultra succeeds, it may influence future Pro designs; if it fails, the Pro remains untouched.
Furthermore, the MacBook Ultra could enable Apple to target a different audience. Rumors suggest the Ultra will have an OLED display, which would offer better contrast and color accuracy than the Mini-LED panels used in current MacBook Pros. OLED is particularly appealing for media consumption, photo editing, and design work. The Ultra might also include a cellular option, a feature long requested by travelers and remote workers. With the current MacBook Pro lacking cellular connectivity, the Ultra could fill that gap. This differentiation could help Apple compete more directly with Windows laptops that offer 4G/5G options, such as the Surface Pro or ThinkPad X1 Carbon.
Battery life is another area where the Ultra could vary. A thinner, lighter chassis often means a smaller battery. If the Ultra prioritizes portability over all-day endurance, that’s fine—as long as the Pro remains available with its larger battery. In the 2016 MacBook Pro, the thin design forced Apple to reduce battery capacity, leading to shorter battery life and complaints from professionals who relied on long working sessions. By keeping the Pro thick, Apple can continue using high-capacity batteries and efficient cooling solutions that sustain peak performance under load.
The port configuration is a crucial differentiator. The current MacBook Pro offers HDMI, SDXC card slot, MagSafe charging, and three Thunderbolt 4 ports. The Ultra, if it follows the trend of other thin laptops, might rely solely on two or three USB-C ports. For creative professionals who frequently transfer photos from cameras or connect external monitors, the Pro’s ports are essential. The Ultra’s fewer ports would not be a dealbreaker for users who rarely use them—such as writers, students, or executives who primarily use cloud storage and Wi-Fi. This targeting is similar to how Apple separates the MacBook Air from the MacBook Pro: the Air is thin and fanless, while the Pro sacrifices thinness for performance and longer sustained speeds.
Another potential benefit of the Ultra branding is pricing. The MacBook Pro starts at $1,999 for the 14-inch model with an M3 Pro chip. With the Ultra being positioned as an innovative, design-forward device, it could command a higher price—or perhaps a lower one if it uses less expensive components. Apple could price the Ultra competitively against high-end laptops like the Dell XPS 15 or Samsung Galaxy Book4 Ultra, while keeping the Pro as a premium workhorse. This would expand Apple’s market share in the laptop space by catering to different budgets and preferences.
From a technical perspective, the MacBook Ultra could feature the next-generation M4 Ultra or M4 Max chip, depending on its release timeline. Apple’s chip strategy has traditionally used the “Ultra” suffix for the most powerful desktop chips, like the M1 Ultra in the Mac Studio. Applying “Ultra” to a laptop could signal that the device is Apple’s most advanced portable computer, capable of handling demanding tasks like video editing, 3D rendering, and machine learning. This would make the Ultra a true flagship, positioned above the MacBook Pro. However, given the rumors of a thinner design, it’s possible that the Ultra will use a standard M4 or M4 Pro chip to balance power and thermals.
The touch screen aspect is particularly contentious. Apple has long resisted adding touch screens to Macs, arguing that the iPad is the best touch device. Recently, however, the company has shown signs of changing its stance. The addition of Stage Manager and other iPadOS features that work with a keyboard and trackpad suggests Apple is converging its interfaces. A touch screen MacBook Ultra could offer the best of both worlds: a fully functional laptop with the ability to tap, swipe, and pinch when needed. This could appeal to users who find a touch screen more intuitive for certain tasks, like scrolling through web pages or annotating documents. If the Ultra proves successful, the next MacBook Pro redesign might incorporate a touch screen as well—without alienating professionals who prefer the traditional trackpad.
Apple’s education and enterprise markets could also benefit from the Ultra naming. Many educational institutions have strict IT policies regarding hardware configurations. By keeping the MacBook Pro as a stable, proven model, schools and businesses can continue deploying it without worrying about compatibility or training for new interfaces. The Ultra could be introduced as a premium alternative for creative departments or executives. This segmentation helps Apple maintain strong relationships with large customers while innovating at the same time.
Another lesson from the 2016 debacle is the importance of developer support. The Touch Bar required third-party apps to adopt the new interface element, and many developers either ignored it or implemented it poorly. With the Ultra’s rumored touch screen, Apple would need to ensure that macOS receives proper touch optimizations. The upcoming macOS Redwood, expected next year, may include features that make touch interactions more natural, such as larger tap targets and gesture support. By launching the Ultra with a touch-friendly operating system, Apple can avoid the fragmentation that plagued the Touch Bar.
Finally, the timing of the MacBook Ultra launch could coincide with other hardware refreshes. Apple typically updates its Mac lineup in the fall, alongside iPhone releases. A 2026 launch for the Ultra would align with the expected debut of the M5 chip. This would give the Ultra a significant performance advantage over current MacBook Pros, further justifying a separate premium tier. Additionally, Apple might discontinue the 13-inch MacBook Pro (which still uses the M2 chip) and replace it with the Ultra, streamlining the lineup into three models: MacBook Air, MacBook Pro, and MacBook Ultra.
In summary, the rumored MacBook Ultra branding represents a strategic shift for Apple. By creating a new product line instead of replacing the MacBook Pro, the company can take risks with innovation without sacrificing the needs of professional users. The MacBook Pro remains the safe, reliable choice for those who prioritize performance, battery life, and ports. The MacBook Ultra becomes the experimental, cutting-edge device that pushes the Mac platform forward. This dual approach could help Apple avoid a repeat of the 2016 disaster while appealing to a wider range of customers.
Source: 9to5Mac News