Apple Abandons Vision Pro, Eyes MacBook Ultra and Foldable iPhone Ultra in Major Strategy Shift
Breaking: Apple Pulls Plug on Vision Pro After M5 Refresh Fails
Apple has effectively abandoned the Vision Pro headset, MacRumors has learned exclusively. The M5 model released in October 2025 failed to reignite consumer interest, despite a faster chip and a more comfortable band.
According to internal sources, the Vision Pro team has been disbanded. Some members have been reassigned to the Siri team, now led by former Vision Pro chief Mike Rockwell since March 2025.
“The M5 refresh was a last-ditch effort, but the market simply wasn’t there,” said a former Apple engineer familiar with the project. “Apple is now reallocating resources to higher-impact areas.”
MacBook Ultra Set for 2027 Redesign With Touch and OLED
In stark contrast, Apple is preparing a major overhaul of its high-end laptop lineup. According to Bloomberg’s Mark Gurman, the higher-end MacBook Pro models will receive a complete redesign by early 2027, potentially under the “MacBook Ultra” branding.
The new machine would sit above the MacBook Pro, targeting professionals who demand more than even the M5 Pro/Max chips can deliver. Six rumored features include:
- OLED display
- Touch capabilities
- Dynamic Island
- M6 Pro and M6 Max chips (TSMC 2nm)
- Thinner design
- Built-in cellular connectivity
Gurman noted that the MacBook Ultra could be Apple’s first laptop with integrated 5G, a move that would challenge cellular-capable Windows devices.
Foldable iPhone Ultra: $2,000 at Launch, Missing Key iPhone 18 Features
Apple’s first foldable iPhone, rumored to be called the “iPhone Ultra”, is reportedly missing at least five features available on the upcoming iPhone 18 Pro — despite a $2,000 price tag. Dummy models shared by leakers Sonny Dickson and Vadim Yuryev reveal the absence of MagSafe, the Action Button, Face ID, a telephoto camera, and possibly a notch or Dynamic Island.
“It’s a compromise design,” said Dickson. “Apple is trying to fit a foldable into the market without cannibalizing its premium Pro line, but consumers will notice what’s missing.”
The foldable is expected to launch in late 2026 or early 2027, alongside the MacBook Ultra.
App Store Now Offers Monthly Subscriptions With 12-Month Commitment
Apple this week introduced a new subscription option for developers: monthly billing with a 12-month lock-in. The change allows apps to offer discounted annual rates while letting users pay month-to-month.
“This gives developers flexibility while maintaining predictable revenue,” said an App Store spokesperson. The option is available immediately for all developers.
Background
The Vision Pro launched in early 2024 as Apple’s first spatial computer, but high price and limited content dampened sales. The M5 update was intended to boost performance and comfort, but interest remained tepid.
Meanwhile, the MacBook Ultra and foldable iPhone Ultra signal Apple’s continued push into premium, niche product categories. The MacBook Ultra would be the first Apple laptop with a touchscreen, while the foldable iPhone would enter a market dominated by Samsung.
The App Store change comes amid regulatory scrutiny over payment systems and aims to boost developer loyalty.
What This Means
Apple is clearly shifting resources away from the Vision Pro toward more proven product lines — specifically high-end laptops and foldable phones. The MacBook Ultra could alienate iPad Pro users if it offers a touchscreen, while the missing features on the foldable iPhone may frustrate early adopters.
The App Store subscription change is a minor but significant tweak that could increase developer revenue and reduce churn. Overall, Apple is doubling down on hardware innovation where demand is highest.