Apple Is Launching Something Monday. Here’s What We Know.
Apple CEO Tim Cook teased Thursday that the company’s latest product launch will begin Monday. He didn’t say what it is, but reports and leaks have narrowed the field.
What are we getting?
According to MacRumors and several supply chain reports, Apple is likely unveiling updated MacBooks and a lower-cost iPhone. The MacBook refresh is expected to feature Apple’s latest M-series chips with enhanced AI capabilities, while the budget iPhone would be Apple’s play to capture more of the mid-range smartphone market globally.
Why is this interesting?
This launch comes at a particularly difficult moment for the smartphone industry. IDC reported Thursday that the global smartphone market will see its largest year-over-year decline ever in 2026, falling 13% to its lowest levels in a decade. The culprit is the AI-driven memory chip shortage: because memory manufacturers like Micron, Samsung, and SK Hynix earn higher margins selling memory for AI data centers, they’re prioritizing those customers over consumer electronics. A lower-cost iPhone could be Apple’s response to a market where consumers are increasingly price-sensitive and upgrade cycles are lengthening.
What should I watch for?
Monday’s announcement will matter, as investors will be listening to see how Apple frames its AI strategy. Every major tech company is being judged right now on whether AI is a growth driver or a threat. Apple has been relatively quiet on AI compared to its peers, and investors will be listening closely for any signals on how the company plans to compete in the AI era.
Sources: Yahoo Finance, MacRumors, IDC, CNBC