Apple News 3 Days

Last updated: June 27, 2026, 8:30 PM ET

Apple's Price Hikes and Market Reaction

Apple implemented significant price increases across numerous product lines this week, impacting Macs, iPads, Apple TV, Home Pods, and the Vision Pro. The company cited rising memory costs as a primary driver for these hikes, which range from 10-20% on many items, with some seeing as much as a 50% jump. The MacBook Neo saw its starting price climb from $599 to $699, while the MacBook Air now begins at $1299, up from $1099 116. These increases contributed to Apple's stock experiencing its worst day in over a year, though analysts largely maintained their ratings. The online Apple Store briefly went offline to implement these changes, with some retailers like Amazon and Best Buy continuing to offer pre-hike pricing for a limited time, 117. Apple has also raised prices on its refurbished Mac and iPad inventory.

Product Development and Rumors

Rumors continue to swirl around Apple's future product roadmap, with reports indicating that the company will skip its M6 Pro and Max chips in favor of AI-focused M7 processors for 2027 Macs, 90. The upcoming touchscreen MacBook Pro, expected this fall, will reportedly use current M5 Pro and M5 Max chips, with an OLED touchscreen anticipated for a 2027 redesign, 47. Apple is also reportedly fast-tracking development for the second-generation foldable iPhone, dubbed iPhone Ultra, while the status of an iPhone Air 3 remains uncertain, 128. The company is also rumored to be developing a smart ring, potentially named "iRing," to compete with offerings from Oura and Samsung. Software Updates and App News

iOS 27 is set to bring a more user-friendly experience to the Shortcuts app, making it less intimidating for casual users, and will feature new functionalities within the Photos and Notes applications, 58. Developer betas for watch OS 27 are now available, including for the Apple Watch Ultra, offering access to Siri AI and other improvements, 84. An independent app called "Mirage" has emerged, enabling users to stream their Mac display to iPhones, iPads, and other Macs with retina quality. Additionally, WhatsApp is testing its "Liquid Glass" design on its iPad app, following its rollout on iPhone.

Retail and Promotions

Amazon's Prime Day sales offered significant discounts on Apple products, with savings of up to $850 on MacBook Pro models and substantial price drops on iPads, Apple Watches, and Air Pods, 10, 32, 49, 63, 91, 97, 108. These deals provided a last chance for consumers to acquire Apple gear before the company's new, higher prices took effect. Apple's annual Back to School promotion is expected to return around July 1, potentially offering some relief to students facing increased Mac and iPad prices. Industry and Executive Moves

Apple has reportedly petitioned the U.S. government to allow it to purchase RAM from a Chinese supplier previously blacklisted in the U.S., aiming to alleviate pricing pressures. In a notable executive shift, OpenAI has hired Paul Meade, a key figure from Apple's Vision Products Group, for its hardware division, marking another instance of Apple losing talent to the AI company, 22.

Content and Services

Apple's cinematic division is preparing to release its first theatrical film of 2026, "Tenzing," an Everest ascent saga, before it streams on Apple TV+ 34. The company is also addressing issues with AI-generated knockoffs of author Joanna Stern's book appearing on Apple Books. In Xcode 26.6, Apple has integrated Google Gemini as a coding assistant, alongside existing options.

Other Notable Developments

Apple announced it will donate to relief efforts in Venezuela following devastating earthquakes that struck the region, 57. The company has also faced scrutiny from Russia regarding the removal of certain Russian apps from the U.S. App Store. Separately, a report suggests Apple's aggressive purchasing tactics may have contributed to the global memory shortage. The Level Lock team experienced significant layoffs, raising questions about the future of its Apple Home Key locks.