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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:

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.

Smarter Siri delayed … is that a good thing? [Cult of Mac podcast No. 7]

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Photo of a hand holding an iPhone using Siri, with the words,
At least Apple seems determined to get the smarter Siri right.
Image: Cult of Mac

This week on the Cult of Mac podcast: If you’ve been waiting with bated breath for Apple to finally deliver on its promise of a smarter Siri, it’s time to exhale. Then take a deep breath of disappointment.

Dashing our hopes, it sounds like Apple is delaying Siri’s AI-powered upgrade again! What does it mean? And will Apple ever get its Siri together? We discuss the latest rumors and ponder whether the delay might actually be a good thing.

Also on the Cult of Mac podcast:

  • The smarter Siri isn’t the only AI-powered project sucking wind at Apple. Cupertino reportedly pulled the plug on the AI health coach it had been working on.
  • A new rumor gives us a launch date for the high-end M5 MacBook Pros we’ve been waiting for.
  • Next-gen AirPods Pro reportedly will pack built-in cameras. But what will they actually do?
  • And finally, we discuss a multi-Mac setup with the most bizarre keyboard we’ve ever seen.

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.

Leaked iPhone 17e renders show a surprise Dynamic Island

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Screenshot of iPhone 17e render by Jon Prosser/FPT
iPhone 17e might bring a big upgrade.
Image: FPT

All signs point to Apple unveiling the iPhone 17e on February 19, and YouTuber Jon Prosser just posted a video that gives us a good look at what to expect.

Contrary to previous leaks, the renders show the iPhone 17e with a Dynamic Island on the front. 

That Siri upgrade coming in iOS 26.4? Don’t get your hopes up.

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Don't get your hopes up for AI-enabled Siri in iOS 26.4
The wait for AI-enabled Siri could stretch past iOS 26.4.
Image: ChatGPT/Cult of Mac

iOS 26.4 could turn out to be a dud. The long-delayed artificial intelligence enhancements for Apple’s Siri digital assistant that had been eagerly expected to launch in the next iPhone software update are reportedly not anywhere close to being ready.

The new capabilities, originally slated for a spring release, are now being spread across multiple future updates as engineers work to resolve persistent technical issues, according to sources familiar with the company’s internal plans.

AI in Xcode, folds in iPhones [Cult of Mac podcast No. 6]

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AI-generated image of a robot looking at code, with the words
Apple's making it easier for anyone to crank out code.
AI image: Midjourney/Cult of Mac

On the latest episode of the Cult of Mac podcast: Apple makes a pretty bold move by adding third-party AI coding tools to Xcode. This will make it easier for professional developers to deal with drudge work.

It also makes it simpler for beginners to write their own apps. With AI in Xcode, anyone with a good idea can make their coding dream come true. And this raises all kinds of questions …

Also on the Cult of Mac podcast:

  • A new leak offers more info on the upcoming foldable iPhone. And another new leak indicates Apple might make a different style of folding phone, too. Do we really need such things?
  • Apple updates some ancient iPhones, pretty much laying waste to the Cupertino conspiracy theory about forced obsolescence.
  • And finally, Griffin shows an iPhone tip that could prove lifesaving for some — and definitely will prove useful for many.

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.

M5 Pro MacBook Pro release date just became clearer

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M5 Pro and M5 Max MacBook Pro are almost here.
Just a few more weeks to go...
AI Image: ChatGPT

Reports of Apple launching new M5 Pro-powered MacBook Pros have been circulating for a while now. With shipments of the M4 Pro/Max models delayed by a few weeks, all signs point to an imminent launch.

But exactly when will Apple make its move? Bloomberg’s Mark Gurman has now offered a more concrete timeline.

iPhone 17e launch appears just weeks away

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iPhone 17e rumored launch date
Are you ready for iPhone 17e?
AI Image: Rajesh Pandey/Cult of Mac

Apple will reportedly unveil the iPhone 17e on February 19, exactly a year after the iPhone 16e and less than two weeks from now. It will apparently announce the device through a press release, with no press event planned.

The refresh focus will seemingly focus on incremental upgrades rather than major design changes.

Tim Cook hints that new AI-enabled products are on the way — what to expect

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Apple Tim Cook in AI-enabled smart glasses
We might see Tim Cook wearing Apple's AI-powered smart glasses later this year.
Product concept: ChatGPT/Cult of Mac

Apple CEO Tim Cook said he’s excited about the “new categories of products and services that are enabled through AI” during a meeting with company employees Thursday.

He didn’t go into specifics, but some of the new AI-powered devices reportedly on drawing boards at Apple headquarters have already leaked out. Here’s what’s coming.

First OLED MacBook might launch sooner than we hoped

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AI-generated image of a woman sitting at a desk with Apple’s first OLED MacBook, which might launch in 2026 (and might include a touchscreen)
We apparently won't be waiting until 2027 for an OLED MacBook Pro.
AI image: ChatGPT/Cult of Mac

There’s good news Tuesday for those excited about the first MacBook Pro with an OLED display: A new report pegs the laptop’s launch for this fall. Some previous leaks indicated the device might not reach customers until next year.

Beyond the OLED screen — which should make the display noticeably better-looking — the 2026 MacBook Pro is rumored to feature a significant redesign, including a touchscreen.