Apple is developing a smart ring that could potentially rival products like the Oura Ring and Samsung Galaxy Ring, according to the leaker and prototype collector known as "Kosutami."
The latest Oura Ring 5 starts at $399
Apple has toyed with the idea of a smart ring for several years, as indicated by several patents, and there have been previous rumors that Apple has investigated a wearable for the finger to track a user's biometrics.
Reports dating back to 2024 said Apple was weighing up the idea as a viable expansion of its wearables lineup – something that may appeal to people who would prefer a biometric accessory that's more inconspicuous than an Apple Watch.
Rumors have petered out over the last couple of years, but now it seems that the popularity of the latest Oura Ring has caught Apple's attention, if the latest rumor is anything to go by. However, no other details were provided by the leaker.
The original Oura Ring was released by Finnish health technology company Oura back in 2015. The device collects activity, heart rate, respiratory rate, and sleep data, and transmits it via Bluetooth to the Oura app.
iRing thing under development. What a surprise.
— Kosutami (@Kosutami_Ito) June 24, 2026
Now in it's fifth iteration, the latest Oura Ring is a lot smaller than previous versions and boasts new health-monitoring capabilities including blood pressure trend detection, nighttime breathing analysis, and tools for GLP-1 medication tracking.
Would you be interested in an "iRing" as an alternative to Apple Watch? Let us know in the comments.
Apple today began selling refurbished MacBook Neo units through its Certified Refurbished store, a day after raising prices on the laptop and several other products.
The refurbished MacBook Neo is available in all four colors, Silver, Citrus, Indigo, and Blush, in both configurations. The base model with 256GB of storage starts at $599, while a higher end version with Touch ID and 512GB storage starts at $679. Both configurations are available across the full color lineup, for eight refurbished SKUs in total.
The refurbished pricing undercuts Apple's current new unit pricing for the MacBook Neo. Apple yesterday raised prices on many products, including the MacBook Neo, which now starts at $699 in the United States, up from $599 when it launched in March. The higher end configuration with 512GB of storage and a Touch ID button also received a $100 price increase and now starts at $799, up from $699. That means the new refurbished listings are priced at or near to the laptop's original, pre-hike rates.
Apple said the broad range of price increases are due to the ongoing memory chip shortage, which has led to skyrocketing prices for the RAM and SSD storage used in products like the MacBook Neo, with the company pointing to AI server demand from companies buying up memory chips as a key driver. The changes extended the same day to Apple's Certified Refurbished store, with the company raising prices across refurbished Macs and iPads alongside the hikes on new hardware.
The MacBook Neo is powered by the A18 Pro chip with 8GB of RAM and features a 13-inch Liquid Retina display. It is still Apple's most affordable Mac.
Apple could launch an updated base model 14-inch MacBook Pro with an M6 chip as soon as this year, reports Bloomberg. There could also be M6 chip updates for the Mac mini, iMac, and MacBook Air, but Apple is testing an M6 MacBook Pro.
Apple plans to introduce the M6 in late 2026, and for the first time, it will be a standalone chip. Apple is not working on M6 Pro or M6 Max chips, and will hold off on higher-end chip options until the M7 series launches in 2027.
The M6 chip will be the first built on a 2-nanometer process instead of the 3-nanometer process that Apple has used for the last several chip generations. Rumors suggest Apple will use TSMC's N2 process. Compared to the 3nm process, the 2nm process cuts down on transistor size so more can be packaged on a chip. Decreases in node size typically bring improved processor speeds and better power efficiency.
TSMC's new chips also transition from InFo (Integrated Fan-Out) packaging to WMCM (Wafer-Level Multi-Chip Module). WMCM integrates individual chip components like the CPU, GPU, DRAM, and Neural Engine more closely together, improving communication between the components.
According to Bloomberg, the M6 will be the most powerful in the industry for its class. The chip will have higher memory bandwidth at approximately 200GB/s (up from 153GB/s in the M5). Increased memory bandwidth will improve graphics performance and speed up on-device AI tasks.
The M6 will have an updated memory architecture, an upgraded Neural Engine for AI processing, and improvements to video encoding and decoding. Performance will improve for all of the processing cores, and the GPU will also get an update to optimize it for AI. Apple is testing versions of the chip with a 12-core GPU. The M5 chip is limited to a 10-core GPU.
Apple last updated the base 14-inch MacBook Pro with an M5 chip in October 2025, so an M6 update around the one-year mark would make sense. The base Mac mini and iMac have not been updated since October 2024, but Bloombergrecently said those machines would get M5 chips, not M6 chips, so Apple's plans are unclear. Bloomberg's newest report on the M6 mentions plural entry-level Macs getting the M6, but it only specifically references the MacBook Pro.
Apple added the M5 chip to the iPad Pro in October 2025, but it is not known if the device will get an M6 chip this year because prior rumors have said no 2026 refresh is planned. The MacBook Air was refreshed in March 2026, so it may not get a new chip until 2027.
Despite price increases across the Mac line, Apple is still planning to release a new Mac Studio as soon as this year, reports Bloomberg.
Apple plans to introduce a new M5 Ultra chip as the final option in the M5 family before it transitions to the M6, M7, M7 Pro, and M7 Max. The M5 Ultra will come in a new version of the Mac Studio, which hasn't been updated since March 2025.
The Mac Studio refresh was supposed to come earlier in 2026, but Apple reportedly postponed the launch because of memory chip supply issues and price increases. In April, Bloomberg said the Mac Studio would launch sometime around October 2026.
It's not clear if Apple will make an October launch. The current M3 Ultra Mac Studio already has delivery estimates ranging into October.
The M5 Ultra chip is expected to have around 36 CPU cores and 80 GPU cores, which is not too far off from the M3 Ultra. The M3 Ultra has up to a 32-core CPU and up to an 80-core GPU. Apple has tested support for up to 768GB of unified memory, but supply constraints could prevent it from launching with an option for that much memory.
Apple was selling the M3 Ultra Mac Studio with up to 512GB RAM, but the 512GB model was removed back in March. Apple has been temporarily cutting higher-tier Macs, and the current M3 Ultra Mac Studio can only be purchased with 96GB RAM.
Even if Apple does plan to release a Mac Studio with an M5 Ultra chip and 768GB RAM, it would be astronomically expensive. When Apple raised Mac prices today, the 96GB Mac Studio went from $3,999 to $5,299, an increase of $1,300. 8x more RAM during the memory crisis could see the Mac Studio priced at over $10,000.
Apple today seeded a new beta of watchOS 27 for the Apple Watch Ultra 3, with the update coming over two weeks after the launch of the first beta. This beta is only available for the Apple Watch Ultra 3, which did not get the second beta update that came out earlier this week.
The beta can be downloaded through the Watch app on the iPhone with a free developer account. The Apple Watch will need to be on the charger, connected to Wi-Fi, and have a battery level of 50 percent or above for new software to be installed.
watchOS 27 will include Siri AI, the smarter, more capable version of Siri. Siri can hold back-and-forth conversations, plus it has access to general world knowledge and your personal data to answer questions and find information. Siri AI on Apple Watch requires an iPhone that supports Apple Intelligence, including the iPhone 15 Pro and later.
There's a new Dynamic app grid that highlights Siri suggested apps, and more intuitive Smart Stack Suggestions. You can find your parked car, see pinned messages, get noise alerts, and view identity and transit cards.
Liquid Glass has been updated to improve legibility, and Workout Buddy works on the Apple Watch even when an iPhone isn't nearby. Workout Buddy also gains new metrics like progressive increases to distance, pace, or duration. Apple added a new all-in-one Find My app with support for Precision Finding, and there are performance optimizations that improve battery life.
Apple today announced price hikes across a wide array of its biggest products, including iPads, Macs, HomePod, and Vision Pro.
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These price changes are now live on Apple.com, but they have yet to hit third party retailers like Amazon. If you're interested in any of these products, now is the time to buy them on Amazon, before the retailer gets these price hikes as well.
Below we've listed all of the biggest products available on Amazon that will be getting price hikes soon. Given that it's still Prime Day, many of these devices are on sale right now. You can read more about the incoming price changes in our lead article.
We've noticed that some of these products have already begun to sell out on Amazon ever since Apple announced the price hikes this morning. If you're interested in these low prices, you should act quickly.
With these changes, some products that weren't considered steeply discounted before are now much more enticing. For example, the M5 MacBook Air discount to $949.00 was originally a $150 discount, and is now technically a $350 discount on the new price.
If you're on the hunt for more discounts, be sure to visit our Apple Deals roundup where we recap the best Apple-related bargains of the past week.
Update: Some of these devices have started selling out on Amazon, so we've removed them completely or made notes where appropriate.
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Apple today raised prices on many of its products, including all Macs and iPads, as well as the Apple TV, HomePod, HomePod mini, and Vision Pro. We shared a list of the price increases, which range from $30 for the HomePod mini to up to $1,300 for the Mac Studio. iPhone, Apple Watch, and AirPods prices have not changed, at least for now.
In a statement shared with MacRumors, Apple said it raised prices because of the ongoing memory chip shortage, resulting from companies building out data centers with powerful AI servers. The supply-demand imbalance has led to skyrocketing prices for RAM and SSD storage chips used in a wide range of Apple products.
Apple's full statement:
The consumer electronics industry is facing an unprecedented challenge. The rapid expansion of AI data centers has created an extraordinary surge in demand for memory and storage. We have never seen a component price increase this much, this quickly. We have shielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices on a number of products, including today's increases for iPad and Mac. We know this is not welcome news, and we are working tirelessly to find solutions.
Last week, Apple CEO Tim Cook said price increases were "unavoidable."
Apple indicating that it needs to "begin" raising prices suggests that additional price increases might occur later. On the other hand, Apple noting that it is "working tirelessly to find solutions" suggests that prices might eventually come down again.
Apple is far from the only tech company that has raised prices in response to the memory chip shortage, with others including Microsoft, Samsung, Lenovo, HP, Dell, and more. Memory chip supplier Micron expects the shortage to last through 2027, so elevated prices could be the norm for another year and a half or longer.
Apple is changing its Apple silicon launch timeline to speed up the debut of chips designed for artificial intelligence workloads, reports Bloomberg.
Apple plans to release an M6 chip for entry-level Macs as soon as this year, but it has canceled plans for higher-end M6 Pro and M6 Max chips. Instead, Apple's next Pro and Max chips will be part of its M7 chip lineup, with the first M7 chips launching in 2027. An M5 Ultra chip could also come as soon as this year.
M5 Ultra - Late 2026
M6 - Late 2026
M7 - First half of 2027
M7 Pro - End of 2027
M7 Max - End of 2027
M7 Ultra - 2028
Apple is speeding up development on M7 chips because they have technologies supporting on-device AI and GPU-intensive software. Since the launch of the first Apple silicon chips, Apple has always had at least three variants, including the base M-series chip, a Pro version, and a Max version. The M6 will mark the first time that Apple is not coming out with a Pro or Max chip for the line.
Apple could update the entry-level MacBook Pro with an M6 chip as soon as this year. It is expected to have around 200GB/s memory bandwidth for better graphics and faster AI processing and video editing. The base M5 chip has 153GB/s memory bandwidth, and the base M7 chip could have 240GB/s bandwidth.
Bloomberg says the M6 will also include an updated memory architecture and an upgraded Neural Engine, along with performance improvements across all of the processor cores and a redesigned GPU with up to 12 cores. Prior rumors have suggested the M6 will be the first built on Apple's new 2-nanometer process.
The base M6 could also be used in the entry-level Mac mini and iMac, along with upcoming iPad Pro and iPad Air models. The higher-end MacBook Pro models and higher-end Mac mini will use the M7 Pro and M7 Max. The Mac Studio will use the M7 Max and M7 Ultra.
Bloomberg says Apple still plans to release an M5 Ultra for a refreshed version of the Mac Studio as soon as this year. The M5 Ultra will have approximately 36 CPU cores and 80 GPU cores. An M5 Ultra Mac Studio could have as much as 768GB of unified memory.
Apple is working on a high-end "MacBook Ultra" with an OLED display and a touchscreen, and rumors suggested it could come as soon as late 2026. That seems unlikely now with the M7 Pro and M7 Max chips slated for late 2027, unless Apple equips the high-end MacBook Pro with an M6, the M5 Max, or the M5 Ultra chip.
Across the affected products in Apple's refurb inventory, prices went up by around $160 to $180 on average, but it was the Mac increases that were generally more eye-watering than the iPad increases.
The Mac increases averaged about $204 at the low end and $330 at the high end. Some of the smaller Mac changes included the 14-inch MacBook Pro with an M4 Pro chip rising from $1,699 to $1,779 – the Nano-texture version of the same model rose from $1,829 to $1,909. Elsewhere, a 16-inch MacBook Pro with an M4 Pro chip and Nano-texture display increased from $2,249 to $2,339.
But it was the higher end of the Mac lineup that saw the biggest price increases. A refurbished 14-inch MacBook Pro with the M5 chip rose from $1,359 to $1,439, while the highest-priced configuration in that group increased from $2,629 to $3,309. A 14-inch MacBook Pro with the M2 Max chip also jumped from $4,249 to $4,839.
As for the iPad, the increases were more consistent. Many refurbished iPad models went up by around $120 to $150. In terms of lower-end models, examples include the 10th-generation iPad Wi-Fi 256GB models rising from $339 to $409, while iPad mini 6 models increased from $379 to $459 or from $449 to $529. Some higher-end iPad Pro configurations also saw larger increases of around $230 to $250.
The refurbished price changes are in line with Apple's broader pricing reset for new products, which are said to be due to the company having to grapple with the impact of rising memory and storage chip costs owing to the ongoing AI data center buildout. In other words, if new Macs and iPads become more expensive, refurbished versions also need to rise so that they remain discounted by roughly the same amount.
That said, many of Apple's refurbished units likely contain original memory, storage, and logic boards, or service parts purchased before the latest component cost spike. So this appears to be more a case of increased prices based on Apple's updated pricing structure, rather than the actual cost of each device.
Amazon Prime Day has reached its third day, and is set to end tomorrow, June 26. Many of the year's best deals are still available to purchase today, including record low prices on AirPods Max 2, AirTag 2, Apple Watch Series 11, iPad Air, and more.
Note: MacRumors is an affiliate partner with Amazon. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running.
Apple threw a wrinkle into Prime Day prices today, announcing a price hike on a huge selection of its most popular products. These new price increases are already live on Apple.com, but third party retailers like Amazon have not yet received the updated prices. This means many of the Prime Day deals we're sharing below could be your last chance to get these devices at their current best-ever prices.
Shoppers should note that many sales during Amazon Prime Day require you to have an Amazon Prime membership to take advantage of the discounts. Amazon Prime costs $14.99 per month or $139.00 per year, and it comes with a 30-day free trial for new subscribers.
Special for 2026, Amazon is also offering 50% off Prime memberships for Young Adults. Prime for Young Adults is a discounted Prime membership for anyone age 18-24 that offers all of the Prime benefits at $69.00 per year, half of the price of regular Prime.
AirPods
Amazon has the AirPods Max 2 on sale for $399.00 in Midnight, down from $549.00. This is an all-time low price on the headphones. This is accompanied by a great discount on the AirPods 4 for Prime Day, available for $99.00, down from $129.00.
This is the first major discount we've ever seen on the AirTag 2 at Amazon since the device launched earlier in 2026. The new AirTag is equipped with a second-generation Ultra Wideband chip, enabling the Precision Finding feature to work up to 50% farther away from an item compared to the previous-generation model.
Apple Watch Ultra 3
Amazon is discounting a wide array of Apple Watch Ultra 3 models down to $649.00 for Prime Day, from $799.00. This is a new all-time low price on the 2025 smartwatch, beating the previous record low price by about $50, and it's available in both Natural and Black Titanium color options.
Amazon this week has all-time low prices on the Apple Watch Series 11, with $120 discounts across numerous models of the smartwatch. This sale includes a handful of GPS aluminum models on sale at record low prices.
You can get the 42mm GPS Apple Watch Series 11 for $279.00, down from $399.00, and the 46mm GPS model for $309.00, down from $429.00. On Amazon, you'll find three of the 42mm GPS models and three of the 46mm GPS models on sale at these all-time low prices.
Apple Watch SE 3
Amazon is also taking $50 off the Apple Watch SE 3, starting at $199.00 for the 40mm GPS model. These are matches of all-time low prices on the SE 3, and it's been over four months since we last tracked these prices on the wearable.
You can also get the 44mm GPS Apple Watch SE 3 on sale for $229.00, down from $279.00. Both the 40mm and 44mm GPS models are available in Midnight and Starlight Aluminum at these prices.
MacBook Air
You'll find $150 off a few models of the 13-inch M5 MacBook Air on Amazon this week, starting at $949.00 for the 512GB model, down from $1,099.00.
Starting with the 14-inch models, you can get the 24GB/1TB M5 Pro MacBook Pro for $2,034.00, down from $2,199.00. The biggest overall savings this time around is on the 36GB/2TB model, available for $3,299.99, which is a $299 discount and all-time low price.
You can get up to $250 off the 16-inch MacBook Pro right now on Amazon, with the 24GB RAM/1TB M5 Pro model hitting a new all-time low price of $2,494.00, down from $2,699.00. Most of the MacBook Pro devices in this sale have an estimated delivery date of June 29 with free shipping.
Amazon has brought back all-time low prices on a handful of M4 iPad Air tablets for Prime Day. This includes both 11-inch and 13-inch models of the brand new 2026 M4 iPad Air.
Specifically, the 128GB Wi-Fi 11-inch M4 iPad Air has dropped to $519.00, down from $599.00, beating the previous low price by about $40.
iPad
Amazon is taking up to $52 off Wi-Fi and cellular models of Apple's 11th generation iPad for Prime Day. Prices start at $299.00 for the 128GB Wi-Fi iPad, down from $349.00, a second-best price on this model.
If you're on the hunt for more discounts, be sure to visit our Apple Deals roundup where we recap the best Apple-related bargains of the past week.
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While the Apple TV, HomePod, and HomePod mini have not been updated in several years, all three products received price increases worldwide today.
Here is a summary of the price changes for these products in the United States:
Apple TV (Wi-Fi): $129 → $199
Apple TV (Wi-Fi + Ethernet): $149 → $249
HomePod: $299 → $349
HomePod mini: $99 → $129
Apple also raised prices on Macs, iPads, and more, with the company blaming the ongoing memory chip shortage, which has resulted in skyrocketing prices for RAM and SSD storage used in its products. "We have never seen a component price increase this much, this quickly," said Apple, in a statement shared with the media.
The price increases come amid a long wait for new Apple TV, HomePod, and HomePod mini models. All three devices are expected to be updated later this year with support for the more personal and intelligent version of Siri, which is currently available to test across the iOS 27, iPadOS 27, macOS 27, and visionOS 27 developer betas.
The trio of devices are between three and six years old. Apple unveiled the HomePod mini all the way back in October 2020, while the current Apple TV and HomePod models debuted in October 2022 and January 2023, respectively.
The current Apple TV 4K has an A15 Bionic chip from the iPhone 13 series, while the HomePod mini uses the S5 chip from the Apple Watch Series 5, and the second-generation full-sized HomePod uses the S7 chip from the Apple Watch Series 7.
Earlier rumors claimed the next Apple TV would be equipped with the A17 Pro chip, which is the oldest chip that supports Apple Intelligence. The device is also expected to feature Apple's N1 chip for Wi-Fi 7, Bluetooth 6, and Thread.
No major design changes have been rumored for the next Apple TV.
Bloomberg's Mark Gurman was told that the Apple TV's Siri Remote may be "refreshed" in some form, but he did not provide any specific details or guarantee that there will be any outward-facing design changes to the accessory.
As for the HomePod mini, it is expected to use an Apple Watch's S9 chip or newer. Other previously-rumored features for the speaker include the N1 chip, improved sound quality, a newer Ultra Wideband chip, and a red color option.
No Apple product carries more baggage around its price tag than Vision Pro. The headset launched in February 2024 at $3,499 for the base 256GB configuration, a figure that was widely flagged at the time as a major barrier to mainstream adoption. Today's increase pushes the entry price to $3,699, with the 512GB and 1TB configurations similarly rising in step to $3,899 and $4,199.
A product like the MacBook Air going up by $200 is naturally an unwelcome change for consumers, but it's a shift on a product with an enormous addressable market. The Vision Pro was already priced roughly seven times higher than Meta's $499.99 Quest 3, and reviewers and analysts have repeatedly pointed to that gap as the headset's defining weakness. the Vision Pro's share of the XR market is estimated to be around 5%, against roughly 75% for Meta, a split that reflects just how badly the price has limited Vision Pro's reach relative to its technical ambitions.
When the company refreshed Vision Pro with an M5 chip and a new Dual Knit Band in October 2025, it kept the $3,499 starting price exactly where it was.
The increase is tied to a broader cost problem for the technology industry. Apple CEO Tim Cook told The Wall Street Journallast week that price increases across Apple's lineup had become "unavoidable" because of the soaring cost of memory and storage chips.
Apple today increased the starting price of the Mac mini with M4 Pro chip by $200, taking the higher-tier model up to $1,599 on its online store.
When the M4 Pro model launched in October 2024, the starting price was $1,399, but Apple has been hit by the rapid expansion of AI data centres, which has driven up the demand for memory and storage chips across the tech industry.
Apple had already raised the Mac mini's effective starting price in May by discontinuing the $599 configuration with 16GB of RAM and a 256GB SSD, leaving the $799 model with a 512GB SSD as the new entry-level option. Interestingly, the 16GB RAM / 256GB storage option has now been reinstated, but the $799 starting price remains.
"We have now reached a point where we need to begin raising prices," Apple said in a statement given to The Wall Street Journal. "We have never seen a component price increase this much, this quickly," it added.
Apple briefly took down its online store earlier today as it typically does when announcing new products. But when it came back online, the price tags for Mac computers rose approximately 15 percent to 20 percent and iPad prices rose 15 percent to 25 percent. Apart from the price hikes, there were no other changes to the site.
The price increases are due to the ongoing memory chip shortage, which has led to skyrocketing prices for the RAM and SSD storage used in products like the MacBook Neo. Companies such as OpenAI and Meta have been purchasing large amounts of memory chips for AI servers, resulting in a supply-demand imbalance that is driving up prices.
"We have never seen a component price increase this much, this quickly," said Apple.
When it was released in March, the MacBook Neo started at $599 in the U.S. with 256GB of storage, so the colorful laptop has received a $100 price increase.
The higher-end configuration with 512GB of storage and a Touch ID button also received a $100 price increase and now starts at $799, up from $699.
The price increases extend to Apple's education store, with the MacBook Neo now starting at $599 for college students in the U.S., up from $499.
Here is a summary of the MacBook Neo pricing changes in the U.S. today:
256GB (Education Store): $499 → $599
256GB: $599 → $699
512GB with Touch ID (Education Store): $599 → $699
512GB with Touch ID: $699 → $799
The increases also apply to other countries around the world, with the exact price changes varying based on local currencies. In Canada, for example, the MacBook Neo now starts at $949 with 256GB of storage, up from $799 when it launched.
Powered by an iPhone-class A18 Pro chip and 8GB of RAM, the MacBook Neo remains Apple's most affordable MacBook available right now. The colorful laptop is positioned below the MacBook Air, which now starts at $1,299 in the U.S., up from $1,099.
After temporarily taking it down earlier today, Apple's online store is back up with a series of product price increases. The changes are as follows:
HomePod mini: $129, up from $99 (+$30)
HomePod: $349, up from $299 (+$50)
Apple TV: $199, up from $129 (+$70)
iPad: $449, up from $349 (+$100)
iPad mini: $599, up from $499 (+$100)
iPad Air: $749, up from $599 (+$150)
iPad Pro: $1,199, up from $999 (+$200)
MacBook Neo: $699, up from $599 (+$100)
MacBook Air: $1,299, up from $1,099 (+$200)
MacBook Pro: $1,999 up from $1,699 (+$300)
iMac: $1,499, up from $1,299 (+$200)
Mac mini (M4 Pro): $1,599, up from $1,399 (+$200)
Mac Studio (M4 Max): $2,499, up from $1,999 (+$500)
Mac Studio (M3 Ultra): $5,299, up from $3,999 (+$1,300)
Vision Pro: $3,699, up from $3,499 (+$200)
The average price increase is $246.67. The iPhone, Apple Watch, AirPods, Studio Display, and accessories such as the Apple Pencil are seemingly the only unaffected product lines.
It is also of note that the 256GB Mac mini is now available again, but for $799. This is a $200 increase over when it was available before temporarily disappearing from the lineup earlier this year.
Last week, Apple announced that it was preparing to raise prices across its product lineup, with CEO Tim Cook confirming that that the move was inevitable. Cook made the announcement in an interview with The Wall Street Journal, citing the soaring cost of memory and storage chips. "Unfortunately, price increases are unavoidable," he said. "We're doing our best to mitigate the huge increases that are being passed to us, and we've been trying to shield our customers from the increases, but the situation has become unsustainable." Cook described the scale of the memory shortage as a "hundred-year flood," adding, "I've never seen anything like it in any area in over 40 years."
Apple has historically absorbed component cost swings rather than passing them on to customers, so this marks a notable shift in approach.
OLED panel mass production has reportedly begun for several upcoming Apple products, including the long-rumored OLED iPad mini and OLED MacBook Pro.
According to a Korean-language ETNews report, Samsung Display started mass production of OLED panels for Apple's first OLED iPad mini this month. The report adds that production of OLED panels for the MacBook Pro is scheduled to begin in July, coinciding with the startup of Samsung's new 8.6-generation OLED production line.
The OLED iPad mini has been rumored for several years now as Apple gradually expands OLED technology beyond the iPhone and Apple Watch. Apple brought OLED to the iPad Pro in 2024, and display industry analysts have long expected the iPad mini to follow before the technology eventually reaches the iPad Air.
OLED will replace the current LCD technology used in the iPad mini 7, offering higher contrast, deeper blacks, and improved power efficiency. There are no rumors suggesting exactly when the next iPad mini will be released, but a late 2026 launch is widely expected.
The rumored upcoming MacBook Pro redesign – possibly marketed with a higher-tier "MacBook Ultra" moniker – is believed to be next in line in Apple's product lineup to adopt OLED, replacing the current mini-LED technology. Multiple supply chain reports have indicated Samsung Display's dedicated Gen 8.6 OLED production line is key to Apple's Mac transition.
According to Bloomberg's Mark Gurman and Apple analyst Ming-Chi Kuo, the OLED MacBook Pro will also be the first Mac to adopt touchscreen technology. The machine is expected to be released towards the end of the year or early 2027, depending on how well Apple contends with industry-wide memory chip shortages.
ETNews says Samsung Display and LG Display are supplying all of Apple's OLED panels for products launching in the second half of the year. Samsung and LG are reportedly sharing production of OLED panels for the iPhone 18 Pro and iPhone 18 Pro Max, while LG Display is said to be the sole supplier for the Apple Watch Series 12. Meanwhile, Samsung will reportedly be the exclusive supplier for the foldable iPhone, OLED iPad mini, and OLED MacBook Pro displays.
The report also claims Chinese display maker BOE is not participating in the iPhone 18 supply chain after quality issues reportedly delayed shipments for iPhone 17 Pro displays.
Apple's first foldable iPhone, with a book-style design featuring a ~5.5-inch outer display and a ~7.8-inch inner display with a minimal crease down the middle.
Apple had its worst day on the stock market in more than a year today, 
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Apple's annual Back to School promotion will return by next week, according to 
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