Apple has implemented significant price increases across most of its product lineup, with Macs taking the biggest hit. The iMac and other Mac models saw substantial hikes that Tim Cook previously warned were coming. However, the iPhone notably escaped these increases, though questions remain about whether that pricing advantage will hold.

The price hikes coincide with anticipation for the iPhone Fold, expected to launch in September 2026 as potentially the most expensive iPhone ever made. Early indications suggest the folding device will be compromised in ways that may require accessory solutions. Meanwhile, Apple TV and Apple Music continue strong performance, earning Eddy Cue the Cannes Lions 2026 Entertainment Person of the Year award.

Apple released second developer betas for iOS 27 and macOS 27 this week, featuring updates like Wallet Insights and Home app improvements for Apple TV. The new Siri AI receives mixed reviews as the company works through its AI transition. These developments paint a picture of Apple navigating rising costs while pushing premium innovations.

Apple's strategy reflects balancing profitability with innovation as it prepares for its most ambitious hardware launch in years. The company's services division provides stability amid hardware market pressures.