Apple unveiled a flurry of new products last week sporting a few new colors, including a pink iPhone 17e and a citrus-flavored MacBook Neo. Those hoping to see a colorful new Mac desktop, however, ...

Tech analyst Paolo Pescatore said adding the premium MacBook Ultra would "signal a clear shift in strategy" for Apple. "If this turns out to be the case, then Apple appears to be ...

Apple is looking to push even further into premium pricing with a new range of Ultra products expected to launch in the coming months.

In reality, the MacBook Neo is very much in keeping with Apple’s traditions dating back to the days of Steve Jobs. Ultimately ...