Apple News 24 Hours

Last updated: July 31, 2026, 8:30 PM ET

Apple's Financial Performance and Analyst Outlook

captured 49% of global smartphone revenue in the second quarter, despite holding only a 23% share of shipments. This significant revenue share demonstrates the high average selling price of Apple's devices. According Counterpoint Research, Apple's dominance in smartphone revenue continued in Q2, with the company securing nearly half of the global market's earnings. Despite a market-wide decline in smartphone shipments, Apple's strong revenue performance underscores its premium market positioning. Following Apple's 2026 guidance, JP Morgan has adjusted its price target for the company's stock. JP Morgan set a $345 price target for Apple's stock through December 2027. Goldman Sachs trimmed its AAPL target by $10 after the latest earnings call, indicating a recalibration of forecasts despite an overall positive outlook. Morgan Stanley reduced its Apple price target from $364 to $360 due to a slowdown in Services growth and increased memory costs impacting its earnings outlook, even with strong product demand. Rosenblatt has raised its AAPL rating to $300, anticipating strong demand for the upcoming iPhone, though it still notes short-term supply issues and difficulties matching the iPhone 17's performance. JP Morgan lowered its Apple price target to $340, citing ongoing supply chain constraints that are expected to have a short-term impact, even though price increases did not deter investors. Apple's stock down approximately 10% following mixed Q3 2026 results, indicating a negative reaction from Wall Street to the company's financial performance and outlook for the next quarter.

iPhone 17 and Future iPhone Rumors

An iPhone 17 Pro has survived an accidental fall from an airplane at 3,600 feet, landing face-up and virtually undamaged in a canola field. Apple had previously highlighted the improved durability of the iPhone 17 Pro upon its launch. user's unintentional test confirmed the device's resilience after it survived a significant fall from an airplane. iPhone Air 2 is anticipated to launch in early 2027 with several key improvements over its predecessor. Reports suggest the iPhone Air 2 will feature a smaller Dynamic Island and other enhancements. Investment analyst Pu expects Apple to release the second-generation iPhone Air in the first quarter of 2027. Pu's research indicates the iPhone Air 2 will include five new features. The base model iPhone 18 is expected to be released in spring 2027, with numerous rumors already circulating about its specifications. The iPhone 18 is rumored to feature a smaller Dynamic Island, 12GB or 9GB of RAM, and the new 2nm A20 chip. lower-end iPhone 18e, expected by March 2027, is rumored to come equipped with 9GB of RAM, an upgrade from previous models. The iPhone 18 Pro and iPhone 18 Pro Max could see a price increase of $250 to $300 compared to the iPhone 17 Pro models, attributed to higher silicon and memory costs. One analyst the upcoming iPhone 18 Pro could face a substantial price increase, potentially up to $300, due to rising costs and a chip shortage. Reports indicate the iPhone 18 Pro may launch with a starting price of $1,399, potentially being significantly more expensive than its predecessor. iOS 27 indications that the iPhone Ultra is coming, with one hint being expanded landscape functionality.

Apple's Ecosystem and Software Updates

Apple's YouTube for Apple TV has released full San Diego Comic-Con panels for various shows, including "Silo," "Dark Matter," and "Widow's Bay." The panels cover content such as "Matchbox The Movie," "Widow's Bay," "Dark Matter," and "Mayday." "Ted Lasso" is set to return next week with two significant changes in its fourth season. Shazam, Apple-owned application, has launched its first-ever artist sticker pack to commemorate Ariana Grande's new album. The Shazam app update includes an exclusive sticker collection inspired by Ariana Grande's new album. Shazam has also updated with iMessage stickers related to Ariana Grande's new album, "petal." Apple's Mail in iOS 27 is expected to deliver a highly anticipated feature upgrade: search functionality that "just works." iOS 27 is also bringing significant improvements to iPhone Mirroring through mac OS, enhancing the direct access of iPhones from Macs. Public betas for iOS 27 and mac OS 27 have been released this month, introducing these enhancements. With over a month of testing iOS, The Mac Rumors Show is revisiting the beta and discussing user experiences, including with Siri. iOS 27 a new feature that customizes the EQ for Air Pods, allowing users to adjust audio frequency spectrums, a capability previously available on headphones from brands like Sony, Bose, and Sennheiser. Apple Upgrade program has been revealed, prompting discussions about the implications of leasing Apple products. Apple made a significant change to iPhone purchasing options with the launch of the Apple Upgrade leasing program.

Apple Services and Hardware Developments

Apple spent 12 years nurturing the Beats brand independently of Air Pods, maintaining a distinct identity that appeals to Android users and competes in lower price segments. Apple's official M5 MacBook Air is available with a $240 discount. Deals are ongoing for Air Pods Pro 3 at $50 off and Air Pods Max 2 at $100 off, with Air Tag 2 also at an all-time low price. Apple's M4 Mac mini is back in stock and available for $30 off, though supply is limited. The M4 Pro Mac mini is available on Amazon at a price point that is lower than Apple's own offering. deals include discounts on Apple products such as Air Pods Max 2 and MacBook Pro at Best Buy. Apple is expected to launch five new products this fall, including items that have been long-awaited by consumers. company's first foray into Software as a Service began with iTools, evolving through .Mac and Mobile Me before becoming iCloud. Apple's AI costs are currently expected to be covered by iCloud+ subscriptions. Usage limits for AI features are being tied to iCloud+ subscription tiers for the time being. A major Chinese car brand is preparing to support Car Keys in Apple Wallet, following recent backend code updates. Support GWM's Tank vehicles is anticipated, with potential expansion to other brands from the automaker. The newest Snoopy Presents special, "There’s No Place Like Home, Snoopy," is now available on Apple TV as part of a continued partnership with Peanuts. MacBook Ultra's new design, featuring a touchscreen and OLED panel, is not expected to remain exclusive for long. Code Weavers is developing an Apple Silicon-native Cross Over build, signaling a move away from reliance on Rosetta 2 as its end approaches. An iOS app called 'Antizuck', which claims to detect nearby smart glasses, has reached the top of the App Store chart.

Apple's Strategic Initiatives and Market Position

Apple's approach to the smart glasses market is cautious, with existing devices offering insights into potential capabilities. company's long-standing partnership with Peanuts continues with the release of the latest Snoopy Presents special on Apple TV. Apple is reportedly preparing to expand its Car Keys feature to another Chinese automaker's brands, following initial support for GWM's Tank vehicles. Fernando Jeff are discussing Apple Upgrade in detail, examining the company's motivations, key participants, and potential impacts on the used and refurbished markets. Apple Upgrade program may also influence the company's approach to product refresh cycles. Tim Cook in his final Apple earnings call yesterday, with John Ternus set to assume the role of CEO on September 1. Cook's tenure has been marked by significant growth and strategic shifts within Apple. Apple's decision to maintain Beats as a separate brand, rather than integrating it into Air Pods, allows it to reach a wider audience, including Android users, and compete effectively at different price points. Monetizing artificial presents a challenge, and Apple's current strategy involves linking daily usage limits to iCloud+ subscription tiers. potential a significant price hike on the iPhone 18 Pro is being discussed, with analysts citing chip shortages and increased component costs as contributing factors. Apple Upgrade leasing program represents a new approach to how consumers can acquire iPhones.