The biggest market-moving story is a broad price hike on Mac, iPad, HomePod, Apple TV and Vision Pro blamed on AI-driven memory shortages, while iPhone is spared for now. At the same time Apple is preparing to launch a new Klarna-powered Apple Upgrade financing program on July 28 to soften monthly payments, and is deep in public beta season for its fall OS cycle (iOS 27, iPadOS 27, macOS Golden Gate 27, visionOS 27, watchOS 27). Leadership change is confirmed: John Ternus will replace Tim Cook as CEO in September 2026.
iPhone:
- iPhone 18 Pro / Pro Max and first iPhone Fold now less than 2 months from reveal, expected September 2026. Standard iPhone 18, 18e, and Air 2 moving to Spring 2027 split-launch strategy.
- iOS 27 Public Beta 2 is live. Adds Siri AI app, Liquid Glass transparency slider, Visual Intelligence now in Camera app (nutrition info, bill splitting), faster app launch and keyboard.
- iPhone prices holding for now despite other lines rising, but supply constraint on main chip noted.
iPad:
- Price increases: iPad Air now $749 (from $599), iPad Pro $1,199 (from $999), base iPad A16 $449 (from $349), iPad mini A17 $599 (from $499).
- iPadOS 27 Public Beta 2 also live, drops support for older iPads, focused on speed and productivity.
- Future: OLED iPad mini and new iPad Pro with M5-class chips in testing for Fall 2026 / Spring 2027.
Mac / MacBook:
- MacBook Air base now $1,299 (from $1,099), MacBook Pro $1,999 (from $1,699), Mac Studio $2,499 (from $1,999), MacBook Neo $699 (from $599) due to memory shortage.
- Apple to overhaul Mac lineup with 11 new models: M5 & M5 Pro Mac mini, Mac Studio, OLED touchscreen MacBook Pro being tested internally on macOS 27.1.
- macOS Golden Gate 27 announced at WWDC 2026 with Liquid Glass refinements, Siri AI, and performance improvements.
Apple Watch:
- Apple Upgrade program will cover Apple Watch with 24-month term, but Watch SE excluded.
- watchOS 27 in beta, Series 12 expected September 2026. No blood pressure monitoring expected this year.
AirPods:
- iOS 27 adds long-requested Custom EQ for AirPods (bass/mid/treble) and expanded GymKit support.
- Beta code hints at AirPods Ultra with cameras (codename B790) relaying two camera images for Visual Intelligence, slated for late 2027.
Apple TV / Home:
- Apple TV box up to $199, HomePod $349, HomePod mini $129 in new pricing wave.
- Home app in iOS 27 gains 4K camera support, AI video descriptions.
Vision Pro:
- visionOS 27 Beta 4 seeded July 20: Siri AI with orb, panoramas as environments, Icelandic Thórsmörk environment, curved app windows, gaze-expand notifications, reorganized Control Center.
- Hardware price raised to $3,699 from $3,499.
App Store / iCloud / Handoff / AirDrop:
- App Store changes for enterprise distribution noted in WWDC roundup, plus new Passwords app that auto-fixes weak passwords with agentic AI.
- Apple says Private AI will run on Google’s servers as part of new AI architecture.
- iOS 27 system-wide speed push: AirDrop transfers faster, AirPlay faster, Handoff and core features more responsive.
