Apple News 3 Days

Last updated: June 26, 2026, 8:30 PM ET

Apple's Price Hikes and Market Reaction

Apple experienced its worst day on the stock market in over a year following a wave of price increases across its product lines. The company raised prices on Macs, iPads, Apple TV, HomePod, and the Vision Pro as part of a sweeping update to its online store. While Apple cited rising RAM costs and component shortages as the reasons for the hikes, Wall Street remained largely nonplussed, with analysts maintaining their ratings and targets. The Vision Pro itself saw a price jump to $3,699, up from $3,499 as part of these increases. Refurbished Mac and iPad prices also saw an uptick following the new product hikes. However, iPhones, Apple Watches, and AirPods were spared from these latest adjustments.

New Product Rumors and Developments

Rumors suggest Apple is preparing for a busy fall, with over 15 new products expected to launch. This includes a new iPhone Ultra, potentially launching this fall, though its release timing and price remain uncertain. The development of the iPhone Ultra 2 has reportedly been greenlit, while speculation continues about an iPhone Air. In the Mac division, the MacBook Ultra and new MacBook Pros are slated for a fall release, with the Ultra model rumored to feature an OLED touchscreen and M5 Pro/Max chips rather than the anticipated M6. A significant shift in Apple Silicon strategy is also indicated, with reports suggesting the company will skip M6 Pro and Max chips in favor of AI-focused M7 chips for 2027 Macs.

iOS 27 and Software Enhancements

The upcoming iOS 27 is set to make the Shortcuts app more accessible for casual users, integrating with Apple Intelligence. The beta version of iOS 27 also includes new features for the Photos app, Messages, and Notes, with specific enhancements for power users in the latter. Siri AI in iOS 27 will offer improved web and video summarization capabilities, and users will be able to switch between Siri and Chat GPT within the new Siri app. Apple has also released watch OS 27 beta 2 for the Apple Watch Ultra, bringing further refinements and AI capabilities.

Supply Chain and Manufacturing Updates

Apple is reportedly working with its supplier Tata following a data breach that exposed sensitive files, including logic board designs for the iPhone 18 Pro and A20 Pro data sheets. In related news, a Micron executive hinted that Apple’s aggressive purchasing tactics may have contributed to the global memory shortage, a situation that has coincided with Apple's recent product price increases.

Retail and App Store News

Joanna Stern has called out Apple over the continued presence of AI-generated knockoffs of her book on Apple Books. In a separate development, Russia is demanding an explanation from Apple regarding the removal of Russian apps, specifically those developed by VK, from the App Store. Meanwhile, Ron Johnson reflected on his time forging Apple Retail with Steve Jobs, stating that despite Jobs' demanding nature, he managed to make Apple Stores "the most productive in the world" during their tenure.

Artificial Intelligence and Competitor Moves

OpenAI continues to be a significant player, poaching another Apple executive for its hardware division, this time Paul Meade from the Vision Products Group. OpenAI has also launched a limited preview of its GPT-5.6 series, including models like Sol, Terra, and Luna, with upgrades to Chat GPT and Codex. Anthropic is also cleared to release its Claude Mythos 5 to over 100 U.S. institutions, following a previous export control directive. Google is also making changes to its Play Store policies, allowing alternative payments and lowering fees globally, a move that could signal future directions for Apple platforms.

Deals and Promotions

Amazon's Prime Day event has seen significant discounts on Apple products. Deals include substantial price drops on MacBook Pros and Airs, Air Pods Pro, and Apple Watches. Notably, AirTag 2 has hit a low of $24, and Air Pods Max 2 were available for $399 before selling out. Apple's annual Back to School promotion is also expected to return by next week offering potential relief from price increases.

Other Notable Updates

WhatsApp is testing its Liquid Glass design for its iPad app, with a Mac version also in development. The LG Ultra Fine 6K display is reviewed as a premium option for Mac users, especially after Apple's discontinuation of the Pro Display XDR. Apple is also supporting relief efforts in Venezuela following devastating earthquakes, with CEO Tim Cook announcing company donations. The company's first cinematic event of 2026 will be the Everest ascent drama 'Tenzing', receiving a theatrical release before Apple TV.