Apple News 3 Days

Last updated: June 26, 2026, 2:30 PM ET

Apple's Price Hikes and Market Reactions

Apple has implemented significant price increases across a broad range of its products, including all Macs and iPads, as well as the Apple TV, Home Pod, and Vision Pro announced yesterday. The company cited rising RAM costs as a primary driver for these adjustments, though Wall Street has reacted skeptically to the unprecedented mid-cycle hardware price hikes expressed concern. This move resulted in Apple's stock experiencing its worst day in over a year on June 25, according to CNBC reported Monday. Despite the stock dip, many analysts have maintained their existing ratings and price targets, remaining largely unfazed by the increases noted AppleInsider. The Apple Store was temporarily taken offline to implement these changes, with a message indicating "making changes" to the online shopping site stated 9to5Mac.

The price hikes have extended to Apple's refurbished offerings, with Macs and iPads seeing increased costs on the Certified Refurbished online store reported MacRumors. Notably, the MacBook Neo's price increased from $599 to $699, a move described as particularly surprising given its position in the lineup highlighted 9to5Mac. Similarly, the Mac mini with an M4 Pro chip saw its starting price jump by $200 to a higher-tier model detailed MacRumors. However, Apple's iPhone, Apple Watch, Air Pods, and Air Tag product lines were spared from these increases, maintaining their previous pricing confirmed AppleInsider.

Prime Day Deals Offer Counterbalance to Price Hikes

In the wake of Apple's price increases, Amazon's Prime Day sales have become a critical outlet for consumers seeking pre-hike pricing on iPads and Macs noted MacRumors. These deals, which remain unchanged despite Apple's adjustments, have seen a surge in demand as shoppers aim to secure savings before the new pricing fully takes effect reported AppleInsider. Discounts are available across various iPad models, including the iPad mini and iPad Air, with some deals offering savings of up to $150 off the new MSRP detailed AppleInsider. MacBook Air models are also heavily discounted, with the 15-inch M5 configuration available for $1,149 and other M5 MacBook Air models seeing reductions of up to $450 highlighted AppleInsider.

Further savings can be found on MacBook Pro models, with select M5 Pro/M5 Max configurations experiencing discounts of up to $299 reported MacRumors. The Air Pods Pro 3 and Air Pods Max 2 are also featured with significant price drops, with the latter available for $399.00, representing a $150 discount detailed 9to5Mac. Apple Watch deals are also prominent, with the Apple Watch Series 11 (46mm, reaching a record-low price of $379 for Prime Day reported AppleInsider. Even the Air Tag 2 is available at its lowest price ever, with a single pack falling to $24 noted AppleInsider.

Future Product Rumors and Development

the lower-end iPhone 18 models, expected in spring 2027, are rumored to feature 9GB of RAM, an upgrade from the current 8GB, to potentially improve AI performance reported AppleInsider. This aligns with reports from analyst Ming-Chi Kuo, who also indicated the 9GB RAM specification for these models cited MacRumors. The iPhone 18 Pro and the company's first foldable iPhone are predicted to launch at higher prices than initially anticipated this September warned MacRumors. Production for the foldable iPhone "Ultra" is reportedly set to begin in late July, despite earlier concerns about hinge issues, with a fall shipping date expected reported The Elec.

In the Mac division, upcoming touchscreen MacBook Pro models are expected to utilize the current M5 Pro and M5 Max chips rather than an upgraded M7 processor for their initial release stated AppleInsider. Apple is also rumored to be skipping the M6 Pro and M6 Max chips in favor of new, AI-focused M7 chips for its 2027 Mac lineup, aiming to accelerate the debut of chips designed for artificial intelligence workloads reported Bloomberg. The company is also reportedly developing a smart ring, potentially dubbed "iRing," to compete with offerings from Oura and Samsung suggested MacRumors.

Software and Content Updates

iOS 27 continues to be a focus, with beta releases revealing new features for the Photos app, Messages, Notes, and Calendar detailed 9to5Mac. The beta also introduces a new "Siri" mode to the Camera app and allows users to easily switch between the new Siri AI and Chat GPT within the Siri app reported 9to5Mac. However, Apple appears to have closed a workaround in mac OS 27 beta 2 that allowed Mac users to bypass the Siri AI waitlist noted MacRumors. Developers can now access watch OS 27 beta 2 for the Apple Watch Ultra, which includes Siri AI and improved performance stated AppleInsider.

Apple is also bolstering its content offerings, with the Everest drama "Tenzing" slated for its first theatrical release of the year in 2026 before arriving on Apple TV+ reported AppleInsider. This marks Apple's first film with a theatrical release this year, following a successful run with "F1" last year noted 9to5Mac. Additionally, the second season of "Camp Snoopy" is now available on Apple TV, and "Silo" season 3 is set to premiere next week announced 9to5Mac. Eddy Cue has also indicated that "better and more" programming is coming to Apple TV+ stated 9to5Mac.

Other Developments

Apple is contributing to relief efforts in Venezuela following devastating earthquakes, with CEO Tim Cook announcing the company's donation to aid victims reported AppleInsider. In a move that could set a precedent for other platforms, Google is lowering its Play Store fees and allowing alternative payment methods globally, following its lawsuit with Epic Games detailed MacRumors. OpenAI is also upgrading Chat GPT and Codex with new GPT-5.6 models in a limited release, two months after introducing GPT-5.5 reported 9to5Mac. Apple has released Xcode 26.6, adding support for Google Gemini as a coding assistant stated 9to5Mac. The Russian government has demanded an explanation from Apple regarding the removal of Russian apps from the U.S. App Store reported 9to5Mac.