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Apple rumors

Get the latest rumors and leaks about upcoming Apple products and behind-the-scenes developments. Cult of Mac staffers carefully evaluate Apple rumors in an attempt to discern what you can believe and what you shouldn’t.

Why is Apple so secretive?

Apple is a famously secretive company. Cupertino almost never talks about unreleased products or products in development. In fact, the company goes to extreme measures to maintain secrecy. And it pays off, not least in splashy product launch events with a surprise final reveal. In Steve Jobs’ famous words: “One more thing…”

Apple maintains its secrecy primarily to protect its product innovations, maintain a competitive advantage, create anticipation for product launches, and manage internal workflows efficiently.

Apple secrecy: Goals achieved

Apple’s culture of secrecy serves multiple strategic purposes:

Preventing leaks and protecting innovation: Apple’s secrecy helps keep new products and technologies hidden from competitors and the public until official launch. That can prevent rivals from copying or countering Apple’s innovations prematurely. Secrecy also avoids giving critics a chance to judge products before Apple deems them fully ready, which could harm sales or brand excitement.

Maintaining customer excitement and sales: By not revealing products early, Apple preserves customer anticipation and prevents potential buyers from delaying purchases of current models in anticipation of newer ones. For example, rumors about upcoming iPhones historically hurt sales of existing models. Secrecy helps Apple avoid this problem.

Ensuring smooth internal operations: Internally, secrecy helps Apple run more smoothly by limiting information flow to only those who need to know. This prevents distractions, reduces the risk of projects being prematurely killed or altered, and keeps teams focused on their specific tasks without unnecessary interference.

Creating a controlled power structure: Apple’s strict secrecy creates an internal hierarchy where access to information reflects one’s role and influence, reinforcing organizational control and discipline. Employees sign nondisclosure agreements, aka NDAs, and are often restricted from discussing their work even with colleagues outside their project teams, fostering a culture of compartmentalization.

Security measures to minimize information leaks: Apple employs extreme physical and procedural security measures, such as locked rooms, chained devices, frosted windows and strict badge access, to prevent leaks. Employees may be forbidden from discussing their work with family or friends. Violations can lead to termination or legal action.

Cultural legacy from Steve Jobs: Apple co-founder Steve Jobs worked to instill this culture of secrecy at the company. He believed in controlling information tightly to maintain the company’s mystique and competitive edge. The practice continues under the leadership of CEO Tim Cook as a core part of Apple’s identity and operational strategy.

Apple’s secrecy is a deliberate, multifaceted strategy designed to protect its innovations, maintain market excitement, control internal workflows, and uphold a disciplined organizational culture. Over the years, this approach proved critical to Apple’s success. It remains a defining characteristic of the company.

Reporting on Apple rumors

Despite the secrecy, lots of information leaks out, especially from Apple’s sprawling supply chain.

Leaks about new hardware, especially hardware currently in production, happen fairly often. We know a lot about the upcoming iPhone lineup, due in the fall, for example.

Leaks about software prove less common. That’s because software is generally developed at Apple’s Cupertino HQ, where secrecy is baked deep into the foundations of Apple Park.

Get the latest Apple rumors:

Read Cult of Mac’s latest posts on Apple rumors:

Apple’s Siri overhaul targets more natural, multistep queries

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Apple Siri logo under construction
Apple is hard at work creating the new Siri.
AI image: Apple/ChatGPT/Cult of Mac

Apple is working to upgrade Siri so the voice assistant can handle multiple requests at once, according to an unconfirmed report from Bloomberg. The feature would let users combine several commands into a single query instead of issuing them one at a time.

It’s apparently part of a much larger project to inject some real intelligence into Siri. Artificial intelligence.

Apple has serious plans for Siri! [Cult of Mac podcast No. 13]

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Image of an iPhone with Siri on it, plus the words
Will Apple finally deliver the smarter Siri we've been waiting for?
Image: Cult of Mac

This week on the Cult of Mac podcast: New details emerge about a major upgrade that would transform Siri from a laughingstock to a legitimate AI assistant.

Unfortunately, these plans sound mighty familiar. Still, we’re guardedly optimistic that Apple can pull it off this time.

Also on the Cult of Mac podcast:

  • Now we know when WWDC26 will happen — and it’s time to get excited. This is when we should get our first glimpse of the new, AI-powered Siri.
  • Some of us are clearly not excited about Apple adding advertisements to the Maps app in the near future.
  • And finally, Griffin runs us through all the exciting new features in iOS 26.4.

Listen to this week’s episode of the Cult of Mac podcast in the Podcasts app or your favorite podcast app. (Be sure to subscribe and leave us a review if you like it!) Or watch the video version, embedded below.

Apple’s rumored 200MP move would bring iPhone camera in line with competitors

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Close-up photo of the cosmic orange iPhone 17 Pro, focusing on the cameras in the
Time for an iPhone with a 200MP primary camera.
Photo: Lewis Wallace/Cult of Mac

Samsung has been using a 200MP primary camera on its flagship Galaxy phones for a while now. Apple may supposedly join the list in 2027, as it is reportedly evaluating such a sensor for future use. 

Several upcoming flagship Android phones from Chinese brands due to launch this year will adopt a 200MP primary camera.

What the new, AI-powered Siri will look like (and do) in iOS 27

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iPhone screenshot showing Siri in iOS 18, used to illustrate a story on AI upgrades coming to Siri in iOS 27
A major upgrade will make Siri the gateway to AI on Apple devices.
Image: Cult of Mac

Apple plans a top-to-bottom revamp of Siri in iOS 27 that turns the beleaguered voice assistant into an AI chatbot at the heart of iPhones, Macs and iPads, according to a new report.

Apple might even launch a standalone Siri app that, like competing apps from ChatGPT and Google Gemini, serves as a central hub for all the user’s interactions with the AI assistant.

Liquid Glass is here to stay

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Liquid Glass will apparently still be a major part of iOS 27.
Don't expect Apple to remove Liquid Glass from iOS 27.
Image: Apple

There’s bad news for anyone who harbors hope that Apple will realize that Liquid Glass was a huge mistake and remove it from iOS 27. The glossy, transparent design enjoys broad support inside Apple, according to a report published Sunday. And users like it, too.

That said, the company continues to add tweaks to Liquid Glass that let users tone down the controversial look. Plus, a possible new setting might let users control exactly how transparent the UI gets.

iPhone 18 Pro may skip a price hike — and that’s a bigger deal than you think

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iPhone 18 Pro may not get a price hike.
Same $1099 starting price?
AI image: ChatGPT

Despite the severe DRAM and NAND shortages, Apple will supposedly keep the upcoming iPhone 18 Pro’s price unchanged. The company wants to use current chaos to its advantage and increase its market share.

The memory shortages have already forced several smartphone and PC makers to raise prices.

Folding iPhone may take a major step toward iPad-style productivity

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Folding iPhone multitasking: Planning dinner
Making dinner plans could get easier with the folding iPhone's split-screen multitasking, as shown in this concept image.
AI image: ChatGPT/Sonny Dickson/Cult of Mac

The folding iPhone will require iOS 27 to be enhanced with support for running two applications side-by-side on its large, foldable display, according to a reliable source.

Split-screen multitasking is a feature borrowed from iPadOS, but Apple’s upcoming premium handset will be an iPhone and therefore run iOS — just a modified version.

4 reasons why you should wait for the M6 MacBook Pro

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Why your should wait for the M6 MacBook Pro
Hold off on a MacBook Pro until you see all the changes coming in the M6 version.
Photo: Apple/Cult of Mac

Apple is currently putting the finishing touches on a major step forward for the MacBook Pro line, with advanced features no current MacBook can boast of. And the M6 processor is just the icing on the cake. Here’s why you should wait for it.

Yes, the MacBook Pro just got updated with M5 Pro or M5 Max processors making it the fastest Mac ever. But you should think seriously about skipping it. You’ll kick yourself if you have a relatively new model when something far better comes along in a few months.

New CAD drawings reveal Apple’s upcoming folding iPhone

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Apple’s folding iPhone takes shape in new CAD drawings
The folding iPhone might look much like this concept based on leaked CAD drawings.
AI image: ChatGPT/Sonny Dickson/Cult of Mac

CAD drawings supposedly revealing the design of the first folding iPhone indicate the device will sport a very different shape than rival foldable smartphones.

The early Monday leak comes from a reliable source, and the design shown matches earlier reports about the so-called iPhone Fold. So this may well be what the new premium iOS device looks like when it debuts in the fall.

MacBook Ultra rumored as Apple’s most expensive laptop yet

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Touchscreen MacBook
Get ready to pay more for OLED MacBook Pro.
AI image: ChatGPT

A major revamp to the MacBook Pro lineup should land later this year, featuring an OLED touchscreen display and faster M6 chips. The upcoming model could sit above the current MacBook Pro as an “Ultra” variant, carrying a higher price point.

If accurate, the move would mark a significant change to Apple’s professional laptop lineup in over a decade.

Apple’s not done: 3 more products coming this spring

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3 fresh Apple products expected in spring 2026
There are still great products coming from Apple this spring.
AI image: Apple/Gemini/Cult of Mac

Apple released no fewer than seven products last week, including the MacBook Neo, the M5 MacBook Air, the iPhone 17e and much more. But there are still three more products likely to be coming out of Cupertino this spring — and one of them is among Apple’s most popular offerings.

Here’s what new Apple products we can look forward to in the next few months across multiple categories.

Apple leaks ‘MacBook Neo’ name on its website [Updated]

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AI-generated concept art of budget Apple laptop, possibly called
Apple's upcoming entry-level laptop, possibly called the "MacBook Neo," reportedly will come in a variety of eye-catching colors.
AI image: Gemini/Cult of Mac

Update: Apple launched the MacBook Neo on Wednesday. Learn all about it:


It looks like Apple itself spoiled this week’s biggest product reveal: A new laptop called the “MacBook Neo” briefly appeared on the company’s website Tuesday.

Apple quickly deleted the info after it leaked. While not confirmed, the name seems like it would align with the rumored features of the entry-level laptop. Rumors indicate it will come in fun colors, with a price tag low enough to compete with Windows laptops.

Predictions for next week’s ‘special Apple Experience’ [Cult of Mac podcast No. 9]

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Illustration of a sorcerer holding a crystal ball with a glowing Apple logo inside it, along with the words,
What will Apple reveal next week?
Illustration: Midjourney/Cult of Mac

This week on the Cult of Mac podcast: Apple’s prepping to launch something Monday, but who knows what? We put our professional reputations on the line once again with predictions about what’s coming next week, including the “special Apple Experience” set for March 4.

Writer, developer and Accidental Tech Podcast host Casey Liss joins us for our fun Apple predictions game — and you can play along, too!

Also on the Cult of Mac podcast:

  • The cosmic orange iPhone 17 Pro became a big hit, so Apple might deliver more bold colors in this year’s model. Still, the reporting on this so far is a little weird.
  • Apple’s plan to tweak macOS for the first touchscreen MacBook Pros sounds like typical Cupertino cleverness.
  • Griffin goes over the new features in the latest iOS 26.4 beta.
  • Casey gives us an overview of Callsheet, his app for movie and TV fans that “aims to be a not-crappy version of the IMDb app.”
  • We discuss another ortholinear keyboard in yet another interesting setup.

Listen to this week’s episode of the Cult of Mac podcast in the Podcasts app or your favorite podcast app. (Be sure to subscribe and leave us a review if you like it!) Or watch the video live stream, embedded below.

Budget MacBook: How cheap is cheap?

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Budget MacBook price rumors
The success or failure of the budget MacBook hangs heavily on its price.
AI image: ChatGPT/Cult of Mac

UPDATED: As expected, Apple launched the MacBook Neo on Wednesday. Learn all about it:


There’s huge anticipation for the budget MacBook that’s rumored to launch soon. But a critical question about the laptop has yet to be answered: Just how much will it cost? We already know it’ll be the most affordable macOS notebook ever, and there’s plenty of speculation about the exact cost.

There’s definitely a level that the price cannot go above if Apple wants the low-cost MacBook to succeed. Trouble is, the ongoing AI boom might force Apple to increase the cost of the device above its original plan. That raises questions about how successful the budget laptop will be.

Tim Cook promises ‘big week’ of product launches — what to expect

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Colorful budget MacBook concepts: Apple might launch it in March
The colorful budget MacBook could be the star of Apple's March product announcements.
AI image: Gemini/Cult of Mac

Apple CEO Tim Cook confirmed Thursday what had previously been rumored: The company will launch new products starting Monday, March 2.

The graphic he posted on X hints at the new MacBooks that are expected to be among the announcements. Beyond notebooks, the iPhone 17e, revamped iPads and possibly more could all be unveiled in just a few days.

New macOS interface will be key to touchscreen Macs’ success

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macOS 27 needs a touchscreen-enabled redesign
Rumors suggest a touchscreen-enabled macOS 27 might look something like this concept.
AI image: ChatGPT/Cult of Mac

Building a touchscreen into the MacBook Pro coming late this year will require significant changes to macOS 27. Some early details of what Apple has in store for macOS leaked out Tuesday from a generally reliable source.

The upcoming notebooks will supposedly be the first Macs with a Dynamic Island — but that’s just the start of what Apple has planned.

Apple Studio Display 2: Everything we know so far

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Apple Studio Display in use
Apple Studio Display 2 might build considerably on the current model.
AI image: Cult of Mac/ChatGPT

Apple will soon replace the Studio Display with an even more gorgeous second-generation version with a range of upgrades, according to reliable rumor sources.

Read on for all the enhancements that rumors indicate will come to the high-end Mac monitor.

iPhone 18 Pro might double down on bold colors

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An iPhone 17 Pro in Cosmic Orange, on a desk surrounded by objects with orange accents
The iPhone 17 Pro finally brings some chromatic excitement, and extremely pro features to the lineup.
Photo: Ian Fuchs/Cult of Mac

Following the success of the cosmic orange iPhone 17 Pro, Apple reportedly plans to unveil the iPhone 18 Pro in a deep red color. It will seemingly be the new flagship color for 2026 Pro iPhones. 

The company may also be testing similar hues internally.

What to expect at the ‘special Apple Experience’ [Cult of Mac podcast No. 8]

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Image of layered yellow and green Apple logo, with the Cult of Mac podcast logo
Apple's March 4 event sounds unusual (and clever).
Image: Cult of Mac

This week on the Cult of Mac podcast: The “special Apple Experience” planned for March 4 doesn’t sound like a typical Apple event. What could it be? And what new hardware will we see?

It definitely doesn’t look like Apple CEO Tim Cook will be hitting us with his standard “good mooooorning” … we go over the possibilities.

Also on the Cult of Mac podcast:

  • Apple is ramping up its AI efforts with three interesting new products: smart glasses, a pendant/pin and AirPods with earcams. The devices all have one thing in common — and we should see at least one of them later this year!
  • While iOS 26.3 was a total snoozefest, the first beta of iOS 26.4 brings some exciting new features.
  • We try to wrap our minds around the strangest MacBook Air setup we’ve ever seen.
  • And finally, Griffin gives us the scoop on an excellent, affordable iPhone game controller he reviewed.

Listen to this week’s episode of the Cult of Mac podcast in the Podcasts app or your favorite podcast app. (Be sure to subscribe and leave us a review if you like it!) Or watch the video live stream, embedded below.

An affordable MacBook? Here’s what the rumors say.

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Budget MacBook might come in yellow, green or blue aluminum casings.
The much-anticipated budget MacBook might come in yellow, green or blue aluminum casings.
AI image: ChatGPT/Cult of Mac

The first ever entry-level MacBook could hit the market soon, with a budget price that could attract a huge new audience to macOS notebooks.

Could there be a lower-cost MacBook in your future? Here’s what the rumors reveal about its specs.

Here’s a hopeful sign the M5 Mac Studio isn’t too far away

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M5 Max-Ultra Mac Studio launch
Get excited about Mac Studios powered by M5 Max and M5 Ultra processors.
Image: Apple/Cult of Mac

Buying some configurations of the Mac Studio now means lengthy wait times. While that’s surely frustrating for those shopping for the powerful macOS desktop, this can be taken as a sign that it might be better to hold off on the purchase.

That’s because a new version is on the way.

Apple’s March 4 event may not be what you expect

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Apple March 4 event
Apple’s upcoming March 4 event may look very different from a traditional keynote.
AI image: ChatGPT

Apple will hold a “special Apple Experience” on Wednesday, March 4 — but the company might not announce new Macs or other products at the event.

Instead, Apple might announce the events earlier in the week in a series of press releases. The company apparently does not even intend to hold a keynote on March 4.

3 game-changing AI wearables Apple is rushing to launch

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Illustration of a man wearing Apple smart glasses, AirPods with cameras and an AI pendant, all rumored to be coming soon.
Apple's got an ambitious plan for new AI wearables.
Illustration: Midjourney/Cult of Mac

Apple is putting the pedal to the metal as it rushes to produce new types of AI-powered wearable devices. Three products — smart glasses, upgraded AirPods and an AirTag-size pendant — will rely on built-in cameras, the iPhone’s processing power and the upgraded Siri voice assistant to power new AI capabilities.

A new report, based on anonymous sources within the company, sheds light on what the devices will look like, what they will do, and when we can expect them.

Apple just announced its March event — here’s what could be coming

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Apple March event 2026 logo
An Apple March event is officially on!
Image: Apple

Apple on Monday announced a product-launch event scheduled for March 4, inviting select media to attend in person what it describes as a “special Apple Experience.” The invitation offers no details on what to expect, but the company is surely preparing to unveil new hardware as it pushes into the heart of its spring product cycle.

Numerous leaks and rumors point to a busy event. A new MacBook Pro, a new MacBook Air, an entirely new low-cost MacBook, the iPhone 17e, revamped iPads and possibly more could all be on the agenda.