Apple’s next big push into premium hardware may go beyond iPhones and Macs. A recent tweet from Bloomberg’s Mark Gurman suggests that the tech giant is preparing an “Ultra” tier across its lineup, and that includes a new pair of earbuds called AirPods Ultra. These are expected to sit above the current AirPods Pro and could launch as early as this year alongside other Ultra-branded devices.
What makes AirPods Ultra stand out is not audio hardware, but cameras. According to multiple reports, Apple is testing infrared camera sensors inside the earbuds, designed specifically to support a more advanced version of Siri. This would mark a major shift in how AirPods are positioned, moving from pure audio accessories to AI-powered companions.
The idea is tied closely to Apple’s broader AI strategy. A redesigned Siri, expected to debut with iOS 27, is rumored to rely more heavily on contextual awareness. AirPods Ultra could feed visual data into Siri, allowing users to ask questions about their surroundings without needing to pull out their iPhone. Instead of taking photos or videos, these cameras would function more like sensors, similar to the infrared system used in Face ID.
This also explains why gesture controls may not be part of the plan. Earlier speculation suggested users could control playback or interactions through hand movements detected by the cameras. However, recent claims indicate Apple is not pursuing that direction, likely due to reliability limitations. Instead, the focus appears to be entirely on enhancing Siri’s ability to understand real-world context.
That raises an obvious question about practicality. Earbuds are not naturally positioned to capture detailed visual information, especially compared to a smartphone or dedicated wearable like smart glasses. While the concept of asking Siri about your surroundings sounds useful, it is still unclear how effective this would be in everyday use.
At the same time, the Ultra branding signals a clear pricing and positioning strategy. AirPods Ultra are expected to sit above AirPods Pro, potentially replacing a Pro 3 tier altogether. This would align with Apple’s broader push to create a top-end category across devices, similar to what it has already done with the Apple Watch Ultra and its high-end silicon chips.
