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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:

iPhone 18 Pro might bring stealthy Face ID redesign

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iPhone 12 Face ID closeup
Will Face ID finally go under-display in 2026?
Photo: Rajesh Pandey/Cult of Mac

Apple’s 2026 flagship iPhones — the iPhone 18 Pro and Pro Max — might feature under-display Face ID sensors, according to a new port. As part of the change, the company will reportedly relocate the devices’ front cameras to their top-left corner.

The report also sheds light on other changes coming to next year’s iPhones, including a new rear camera sensor.

iMac Pro could make an epic M5 Max-powered comeback

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iMac Pro could make an epic M5 Max-powered comeback
The iMac Pro might be back with a huge processor upgrade for professional users — the M5 Max.
Image: Ed Hardy/Cult of Mac

The iMac Pro could be poised for a major return — years after Apple discontinued the power all-in-one computer. This time, the professional desktop will be powered by Apple’s next-generation M5 Max chip, according to information found in internal Apple software.

It would be a change in strategy for Apple, but it seems the company is at least exploring the idea of an updated all-in-one desktop for the pro and prosumer markets.

Apple’s ‘HomePad’ could be a home run [The CultCast]

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The CultCast logo along with concept art of rumored Apple device called
The mythical HomePad might become reality in the very near future. What does that mean for smart homes?
Image: Cult of Mac

This week on Cult of Mac’s podcast: Fresh rumors about the hybrid device that marries an iPad with a HomePod get us thinking about the future of Apple’s home automation. This could be the start of something big.

Also on The CultCast:

  • A worrisome rumor about Apple’s chip chief turns out to be a false alarm. Johny Srouji, the architect of Apple silicon, is not leaving “anytime soon.” But what’s really going on with the wave of Apple execs heading for the exit?
  • Griffin gets excited about potential upgrades coming to Apple’s Studio Display.
  • And finally, Leander wraps up with a review of the Beats Pill speaker, which he finds surprisingly excellent — especially at the rock-bottom price he paid!

Listen to this week’s episode of The CultCast 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.

20th anniversary iPhone’s display might wrap around all four sides

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20th anniversary iPhone concept
The 2027 iPhone could redefine smartphone design once again.
AI concept: ChatGPT/Cult of Mac

Apple’s 20th anniversary iPhone might stand out due to a “four-sided bending design,” according to a new report. The company reportedly plans to make the phone bezel-less, integrating the camera and Face ID sensors below the display panel.

To help Apple achieve its goal, LG Display is seemingly making heavy investments in the next-generation display technology.

iOS 26.4 features surface in new internal Apple leak

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iOS 26.4 features leak
iOS 26.4 will apparently come with several handy new features.
Image: Apple/D. Griffin Jones/Cult of Mac

A leaked iOS 26 internal build reveals several new features Apple plans to introduce in iOS 26.4. These include credit card autofill support for third-party apps, folders in whiteboarding app Freeform, and a Sports tier in Apple TV.

The company will supposedly also introduce additional security measures with the update.

All the ways Apple will improve AirTag 2

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All the ways Apple will improve AirTag 2
The improvments in AirTag 2 should be internal, and not visible from the outside,
Photo: Apple

AirTag 2 will reportedly include features clearly intended to win over new converts to Apple’s tracking tag. A leak on Thursday of details about the second-generation model reveals that the product will be easier to find in several ways, and easier to set up, too.

The new AirTag is now expected to launch in 2026.

Why you’ll want Apple’s ‘HomePad’ smart home hub

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Why you'll want Apple’s ‘HomePad’ smart home hub
The Apple HomePad smart home hub might look something like this concept image.
AI image: Google Gemini

As new details on Apple’s smart home hub leak out, the device is shaping up to be something that’ll attract plenty of customers.  On Thursday, it was revealed that the device will have a front-facing camera with Center Stage, making it ideal for making FaceTime calls.

Previous reports indicate that it’s designed to be the centerpiece of a smart home, not only controlling smart accessories but also displaying shared calendars and answering questions, thanks to the improved version of Siri now in development.

This could be a flagship product in a fresh push by Apple into smart home technology.

Apple’s next budget iPad refresh could deliver flagship-level power

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Apple's next base iPad will get a massive silicon upgrade.
Apple's next base iPad will get a massive silicon upgrade.
AI Image: Google Gemini

Apple’s next budget iPad refresh could introduce a big performance boost. It will reportedly use the A19 chip, the same SoC that’s found inside the iPhone 17.

Additionally, the tablet will switch to Apple’s in-house N1 chip to handle Wi-Fi and Bluetooth connectivity.

ProMotion and HDR could finally make Studio Display a true pro tool for creators

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

Apple Studio Display 2 is shaping up to be a major upgrade over the original. Code found Wednesday in iOS points to the upcoming high-end monitor getting a ProMotion screen, HDR and a much newer processor.

The new leak builds on earlier reports that the next-gen Studio Display will drop its traditional LCD in favor of a mini-LED panel.

The one executive Apple is fighting to keep [Updated]

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Screenshot from Apple video of Johny Srouji, Apple's senior vice president of hardware technologies, unveiling the M1 Pro chip in November 2020.
The genius behind Apple silicon and other Apple in-house chips might leave the company.
Photo: Apple

Johny Srouji, Apple’s senior vice president of hardware technologies, reportedly reassured his team Monday that he won’t become the next high-level exec to leave the company.

Srouji leads Apple’s internal custom chip design team, the group behind Apple silicon, the Neural Engine and several of the company’s other in-house processors. Losing him would have been a major blow to Apple’s hardware division.

Shakeup in Apple’s C-suite! [The CultCast]

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The CultCast logo with a photo of ex-Apple UI design chief Alan Dye and the words,
So long, Alan Dye ... have a Liquid Glass blast at Meta!
Image: Cult of Mac

This week on Cult of Mac’s podcast: With the sudden departure of Apple’s UI design chief Alan Dye — and the prompt naming of a Steve Jobs-era veteran to take his place — are we looking at a software renaissance for iPhones and Macs?

We certainly hope so!

Also on The CultCast:

  • Apple’s AI chief is out — and that could be great news!
  • In another surprise twist, Intel might make chips for Apple again.
  • And finally, it’s that time of year when we look at our Apple Music Replay stats and try not to whimper.

Listen to this week’s episode of The CultCast 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.

iPhone 17 boom to drive Apple’s biggest sales year

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Close-up photo of iPhone 17 Pro's camera array
A huge hit!
Photo: Lewis Wallace/Cult of Mac

Apple may ship a whopping 247 million iPhones in 2025 thanks to the “phenomenal success” of iPhone 17. The new iPhones have also led to Apple reclaiming its lost market share in China.

Post the launch of iPhone 17, Apple grabbed 20% market share in China, “miles ahead of the competition,” says an IDC report.

Apple’s going on a serious bug hunt [The CultCast]

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The CultCast logo, with a comic version of an iPhone hunting a bug in iOS 27
Apple's about to drop the hammer on bloat and glitches.
Image: Cult of Mac

This week on Cult of Mac’s podcast: Apple reportedly plans to focus on squashing bugs in iOS 27 and the rest of next year’s new operating systems. Sounds like Snow Leopard redux … and we couldn’t be happier. New features be damned!

Also on The CultCast:

  • Android devices get a delicious dose of AirDrop.
  • As usual, Apple’s Black Friday deals don’t knock us out. But plenty of other big discounts do. We discuss some of the best sales we’ve seen.
  • Griffin shows how you can give your Mac a makeover in macOS Tahoe. The new customization options look rad — and functional!
  • And finally, Griffin reviews the ViewSonic VP2788-5K, a Mac-ready, 27-inch 5K monitor with great features (and a regrettable name).

Listen to this week’s episode of The CultCast 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.

Here’s when to expect iPad mini with a brilliant OLED display

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OLED iPad mini timeline
Apple's smallest tablet should get an OLED screen by the third quarter of 2026 at the earliest.
Photo: Cult of Mac/Apple/Paul Inkles

Apple’s smallest tablet may be getting a significant upgrade soon, with iPad mini 8 expected to adopt OLED display technology by late 2026, according to Chinese leaker Instant Digital. The third quarter of next year at the earliest, they said.

Strong iPhone 17 demand could help Apple dethrone Samsung

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iPhone 17 sales in China outpace iPhone 16.
Thanks to iPhone 17, iPhone sales may grow by double-digit % this year.
Photo: Ian Fuchs/Cult of Mac

Apple will reportedly surpass Samsung to become the world’s largest smartphone maker this year. The strong sales of Phone 17 will help the company reclaim the crown in more than a decade.

Strong consumer interest in the new iPhones has led to double-digit growth in sales, which will make this achievement possible.

iOS 27 focuses on the one feature every iPhone user wants most

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iOS 27 goes on a bug hunt
iOS 27 reportedly will focus on eliminating iPhone bugs.
AI image: Google Gemini

Apple’s iOS 27 developers have reportedly been tasked with bringing to iPhone a feature many users have asked for, and every one actually wants. And it’s not AI. No, it seems the focus of the next major upgrade will be on removing bugs and improving the performance of the operating system.

The same supposedly goes for the next major version of macOS, iPadOS and other Apple OSs.

Tim Cook retiring in 2026? Say it ain’t so … [The CultCast]

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Photo of Tim Cook, the Apple CEO rumored to retire as early as January 2026, along with the logo for The CultCast podcast.
Is Tim Cook really getting ready to do a disappearing act?
Image: Cult of Mac

This week on Cult of Mac’s podcast: The latest rumor about Apple CEO Tim Cook‘s retirement says he could step down as early as next January. We discuss the likelihood of that, and Apple’s succession plans, as we debate the company’s future.

Also on The CultCast:

  • Soon, iPhones will let users trigger voice assistants other than Siri (at least in some countries).
  • It sounds like Apple might kill the Mac Pro. We pour one out for the distinguished line of high-powered computers — but recognize that maybe their time has come.
  • Against all odds, the iPhone Pocket is a hit! Time to eat some crow.
  • You won’t believe what London phone thieves do when they find out they’ve got an Android on their hands.
  • And finally … we marvel at some super-high-end Apple setups.

Listen to this week’s episode of The CultCast 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.

Apple loses major iPhone Air designer to AI startup

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iPhone Air floating in front of a fake palm tree in a beige room
It's the same designer who starred in the iPhone Air's design video.
Image: D. Griffin Jones/Cult of Mac

Abidur Chowdhury, the industrial designer who helped shape the iPhone Air, reportedly left Apple for an unnamed AI startup.

“His exit made waves internally, given his rising profile within the design team,” according to a Bloomberg report.

Apple may shake up iPhone launch cycle in 2026

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iPhone Air 2 rumors
Apple never intended to update the iPhone Air annually.
Photo: D. Griffin Jones/Cult of Mac

Contrary to a recent rumor, Apple didn’t delay the launch of the iPhone Air 2 to 2027 — that was seemingly the company’s plan all along.

A new report adds more info about the road map for the super-slim device, as well as shedding more light on Apple’s plans to spread out iPhone launches starting in 2026 to give its marketing team some breathing room.

Apple throws Mac Pro under the bus … again

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No M5 Ultra upgrade for Mac Pro.
Apple wants to push the Mac Studio instead of the Mac Pro.
Photo: Apple/Rajesh Pandey

Apple reportedly has “largely written off the Mac Pro” and does not plan to significantly upgrade its expandable desktop computer in 2026.

Instead, the company seems focused on the Mac Studio, a smaller desktop machine without expansion slots.

Don’t miss our explanation on why Apple killing the Mac Pro makes sense.

Apple preps for a post–Tim Cook era

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Photo of Apple CEO Tim Cook during 2025 iPhone product launch event, used to illustrate story about his possible retirement and Apple's search for its next CEO.
Will Tim Cook retire as Apple's CEO next year?
Photo: Apple

Apple’s board of directors is reportedly amping up the search for a new CEO to replace Tim Cook, possibly as early as January 2026. The board recently “intensified preparations for Cook to hand over the reins,” according to a Saturday report from the Financial Times, which says the announcement of a new Apple CEO could come alongside the company’s post-holiday earnings report.

The story cited “several people familiar with discussions inside the tech group.”

Apple might retire HomePod mini soon

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HomePod mini discontinued?
HomePod mini 2 around the corner?
Photo: Apple/Rajesh Pandey/CultOfMac

Apple might have silently discontinued the original HomePod mini. The tiny smart speaker is out of stock across several U.S. retailers, fueling speculation that a new model might be coming soon.

iPhone Air bombed so hard that Apple will delay the next version

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iPhone Air in hand
Being slim and light wasn’t enough to make iPhone Air a success.
Photo: Ed Hardy/Cult of Mac

The second-generation iPhone Air won’t launch next fall, according to an unconfirmed report published Monday. The super-slim new smartphone is apparently such a dud with customers that Apple put the follow-up on hold.

Reports that the iPhone Air hasn’t found an audience have circulated almost since the handset premiered in September.

The Mac is Apple’s weak spot — but that’s about to change

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Apple needs a budget MacBook
Young students would be a major market for a budget MacBook.
AI image: Google Gemini

The Mac isn’t carrying its weight. In fact, it’s Apple’s lowest-selling product line, sitting behind even the Apple Watch. And despite macOS being a standout platform, it lags far behind Windows where it matters: worldwide adoption.

Apple needs a fresh angle, and the rumored budget MacBook might be the first real chance to rewrite the Mac’s trajectory.