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MacBook Ultra’s Adoption To Suffer Due To Insane OLED Premium And DRAM Prices, Leaving Apple To Stick With Just One Supplier For Now
The anticipated MacBook Ultra, slated for a late 2026 release, may not attract a significant customer base due to high oled display and DRAM costs. Additionally, Apple’s decision to work with a single supplier, Samsung, further complicates matters. The device's premium pricing could deter potential buyers, offering little incentive for upgrades given the reuse of existing chips, the M5 Pro and M5 Max.
MonitorConfidence: HighLong term horizonReputational risk: High
Published 28 Jul 2026, 12:20 UTC2 min read
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Summary
TL;DR
- MacBook Ultra redesign expected in late 2026.
- High OLED premium and DRAM prices may limit adoption.
- Apple plans to stick with a single supplier, Samsung.
- Potential price tag may hinder consumer interest.
- Current models reuse existing chipsets M5 Pro and M5 Max.
Interesting facts
- Apple's exclusive relationship with Samsung could affect pricing strategy.
- The MacBook Ultra's design changes include thinner chassis and redesigned hinges.
- The device's initial production volume is estimated at only 2.5 million units.