Welcome to the Ultra era, where Apple is making iPhones, MacBooks, and iPads more luxury than ever

There is a trend emerging at Apple, and it’s one that could do serious damage to your Apple Card balance.

Apple has long held a reputation for making premium products—both in quality and price. The iPhone is more expensive than most Android phones, the Mac more than your average PC, and so on. Every single major product Apple sells is pricier than the bulk of its competitors. Yet the company is still wildly successful, regardless.

Now, based on recent trends and new reporting, it seems that Apple plans to test its customers’ loyalty by offering even higher cost, super-premium versions of nearly its entire product line.

Welcome to the Ultra era.

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