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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:

M5 MacBook Pro and iPad Pro could launch any day now

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MacBook Pro with chip on top
MacBook Pro's M5 refresh might land this month.
Photo: David Snow/Rajesh Pandey/Cult of Mac

Supplies of iPad Pros and 14-inch MacBook Pros powered by M4 chips are running low across Apple Stores. This indicates the imminent arrival of M5-powered models.

While reports of an M5 iPad Pro refresh surfaced before, this marks the first solid indication that Apple could launch an M5 MacBook Pro this year as well.

What to expect at Apple‘s October product-launch event

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Apple October event rumors
Apple CEO Tim Cook could soon be taking to the stage with more product announcements.
Image: Apple/Cult of Mac

Apple isn’t done lunching new products this year, even though the iPhone 17 family and Apple Watch Series 11 reached customers in September.  There are so many new products coming out of Cupertino this fall that rumors point to an Apple October event.

For some Apple fans, the best is yet to come: the Apple M5 processor, a new iPad Pro and (hopefully) the next MacBook Pro. And there could be more.

Apple puts cheaper Vision Pro on back burner to focus on smart glasses

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A digitally altered image of a woman wearing an Apple Vision Pro headset in a workplace environment.
The rumored cheaper version of the Vision Pro headset is reportedly on hold.
Photo: Ali Colak/Unsplash License/Modified by Cult of Mac

That cheaper Vision Pro you were waiting for? Don’t hold your breath. Apple reportedly shelved the project to redirect its focus on creating smart glasses to compete with Meta’s popular products.

Previous rumors indicated Apple would release a stripped-down version of its $3,499 Vision Pro headset by 2027. But Apple execs reportedly told employees last week that it’s putting the lighter, cheaper headset on the back burner.

Siri desperately needs the ChatGPT-like chatbot Apple is now testing

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Siri under construction
With a Siri revamp under way, Apple’s voice assistant needs a chatbot.
Graphic: ChatGPT

Apple is reportedly testing an AI-powered chatbot that can perform many tasks that the promised Siri upgrade will be able to handle. The app supposedly gives Apple employees a way to test future Siri capabilities, but also to explore whether Siri needs a chatbot functionality.

ChatGPT, Google Gemini and others made AI chatbots mainstream, so not having one in the long-promised Siri revamp would be a glaring omission. One that would draw considerable criticism.

Intel seeks Apple investment to fuel revival

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Intel wants Apple's money
Intel wants Apple's money
Photo: Intel/Apple/Rajesh Pandey/CultOfMac

After locking in a $5 billion investment from Nvidia and another $2 billion from SoftBank, Intel reportedly wants Apple as its next major backer.

Apple was once a long-time customer of Intel. However, it eventually shifted to its own in-house chips after Intel failed to innovate quickly enough.

What’s new in iOS 26 and watchOS 26? [The CultCast]

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Image of iPhone running iOS 26, with The CultCast podcast logo
Liquid Glass isn't the only thing going on in iOS 26.
Image: Cult of Mac

This week on Cult of Mac’s podcast: Now that we’re all running the latest software versions on our iPhones and Apple Watches, it’s time to go over the coolest new features.

Yes, Apple’s new Liquid Glass user interface takes some getting used to, but it’s pretty sweet in the end. And there are a bunch of other great additions we love. Join us for the conversation!

Also on The CultCast:

  • A MacBook Pro with a touchscreen?!? It might be in the pipeline.
  • The updates in iPadOS 26 finally fix the tablet’s multitasking problem.
  • The Mac App Store is currently broken — but there’s a workaround.
  • Cult of Mac’s buyback program buys everything from AirPods and iPhones to MacBooks and Magic Keyboards, damaged or not. Get your quote now.

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.

Today in Apple history: Apple denies Steve Jobs tried to bring ninja stars on plane

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Today in Apple history: Apple denies Steve Jobs' love of ninja stars
Jobs apparently tried to take one of these on his private jet.
Photo: SecretNinjaNews

September 14: Today in Apple history: Apple denies Steve Jobs' love of ninja stars September 14, 2010: Security workers reportedly stop Steve Jobs at Japan’s Kansai International Airport. The reason? The Apple CEO supposedly tried to bring ninja throwing stars onto his private plane while heading home from vacation. The “Steve Jobs ninja stars” story quickly becomes one of the most bizarre Jobs stories ever.

Apple, however, quickly spoils the internet’s fun. Cupertino issues a statement describing the reports as “pure fiction” (although Apple acknowledges that Jobs visited Japan over the summer).

7 Apple products that launch this week

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Apple September event: Awe Dropping
The new iPhones and Apple Watches are almost here.
Graphic: Apple/Cult of Mac

Apple’s biggest day of the year is almost here! September 9 brings the Awe Dropping event that’ll be jam-packed with product launches. We’re definitely expecting multiple redesigned iPhones and upgraded Apple Watches, plus there could be a few more products on the agenda.

Here’s the full list of Apple products rumored to be coming on Tuesday.

eSIM-only iPhone 17 models may ship with bigger batteries

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iPhone 17 and 17 Air may lack ProMotion display features
iPhone 17 seems set to deliver significantly longer runtime.
Photo: Ed Hardy/Cult of Mac

The alleged battery capacity of the iPhone 17 lineup has surfaced online. It points to Apple using significantly bigger batteries on its upcoming iPhone.

And for the first time since adding eSIM support with the 2017 iPhone X, Apple may equip the eSIM-only models with a larger battery.

AirPods Pro 3 might arrive this year without a rumored upgrade

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AirPods Pro in an open case ... an early Black Friday deal drops price
Will the AirPods Pro 3 debut alongside the iPhone 17 on September 9?
Photo: Leander Kahney/Cult of Mac

A new rumor suggests AirPods Pro 3 will debut this year, but won’t bring any breakthrough hardware upgrades. The rumored IR-equipped cameras, which supposedly will enable air gestures for interacting with the earbuds, might not arrive until 2026.

Apple could unveil its new flagship AirPods Pro 3 earbuds at Tuesday’s Awe Dropping event.

However, the earbuds won’t pack any breakthrough hardware upgrades, including IR-equipped cameras for air gesture support. That feature supposedly must wait until 2026.

Expect HomePod mini 2 to get a lot smarter

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HomePod mini 2 rumors
Apple’s tiny smart speaker should get an AI upgrade soon.
Graphic: Apple/Cult of Mac

Apple is reportedly preparing a new HomePod mini version, the first upgrade to the affordable smart speaker in five years. HomePod mini 2 rumors suggest a considerable jump in features, including support for Apple Intelligence.

Here’s what the rumors say about HomePod mini 2, which is supposedly coming soon.

Awe Dropping visions of the future! [The CultCast]

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The CultCast logo with the Apple Awe Dropping event logo used to illustrate our predictions game episode
Can you beat us at our own predictions game?
Image: Cult of Mac

This week on Cult of Mac’s podcast: With Apple’s Awe Dropping event bearing down on us, it’s time to once again put our professional reputations (and our personal dignity) on the line with our traditional predictions game!

Who will win this time? And will a CultCast listener steal the glory once again?!?

Also on The CultCast:

  • A stripped-down version of the Vision Pro, possibly called the Vision Air, could reduce the strain on users’ necks (and wallets).
  • A proposed iMac Lego set is gaining supporters online. Let’s take it over the top!
  • Apple wins one in court — and it’s a big one. A judge rules that the $20 billion payments that Google forks over to Apple each year can continue.

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 on YouTube.

iPhone 17 Pro tipped to get 12GB RAM, $100 higher price tag

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iPhone price increase
Will you be willing to pay more for the iPhone 17 Pro?
Photo: ChatGPT/Cult of Mac

Apple will bump the RAM to 12GB and the base storage to 256GB on at least three iPhone 17 models. Combined with other improvements, TrendForce analysts believe the iPhone 17 Pro will cost $100 more than its predecessor.

Yet, the analysts project the iPhone 17 lineup will see a 3.5% increase in shipments over the 2024 iPhone 16.

Folding iPad could redefine Apple’s tablet lineup in 2028

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Folding iPad 2028
The days of same-old iPad are almost over.
Photo: ChatGPT/Cult of Mac

Apple is bringing real change to the iPad line, with the first folding model reportedly on the drawing board. An analyst with generally reliable sources in Apple’s component supply chain predicts the company’s first foldable tablet will launch in 2028.

The new report contradicts an earlier one that said Apple put the cutting-edge device on hold.

Apple preps AI search engine to take on OpenAI and Perplexity

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Image of an Apple logo and the words
Apple’s “World Knowledge Answers” could be baked into a future version of Siri.
Image: ChatGPT/Cult of Mac

Apple will reportedly take on OpenAI and Perplexity with its own AI-powered web search. Known internally as the World Knowledge Answers, the feature should launch by next year.

The company will integrate it directly into Siri and may eventually bring it to Safari and Spotlight.

iPhone 17 Pro leak teases longer battery life and cooler performance

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iPhone 17 Pro rumors
iPhone 17 Pro might run cooler under load.
Concept: Ed Hardy/Cult of Mac

Apple’s upcoming iPhone 17 Pro family may use more efficient displays and feature improved thermal efficiency. They will seemingly also pack bigger batteries to deliver long battery life.

The information comes from a Chinese leaker known for his accurate iPhone-related leaks in the past.

Vision Air could cost half what Vision Pro does

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Vision Air rumors
You might actually be able to afford Apple’s Vision Air.
Photo: Apple/ChatGPT/Cult of Mac

Apple must have heard the complaints about the cost and weight of the Vision Pro AR headset, because it’s reportedly working on a Vision Air that will be half as expensive and almost half the weight. That’s the word coming Tuesday from a source who’s built a reputation by often being accurate in predictions about future Apple products.

It’ll take Apple a while to develop the new product, though.

AirPods Pro 3 rumors: Heart rate monitoring, design changes and more

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AirPods Pro 3 rumors
Here's everything to expect from Apple's premium earbuds.
Photo: Apple/Cult of Mac

Apple looks poised to unveil its highly anticipated AirPods Pro 3 at its Awe Dropping event on September 9, marking the first major update to the premium noise-canceling earbuds since 2022. Multiple sources suggest the third-generation model will bring significant hardware upgrades alongside Apple’s continued software feature rollouts. Check out all the AirPods Pro 3 rumors below.

Colorful event logo might hint at new iPhone or Apple Watch features

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An image of the
Does the invitation to the Apple event hint at what the company will announce?
Graphic: Apple/Cult of Mac

The graphic in the invitation to Apple’s upcoming “Awe dropping” product launch event looks like a thermal image, and that set off furious speculation Tuesday about whether it’s a hint about a feature coming to one of the many products expected to debut that day.

Could it refer to a way to cool the iPhone 17 Pro? Or a new Apple Watch sensor? Something else?

Apple sometimes uses its event invitations to hint about what it will announce, so it’s possible the company is clueing us in.

Apple Watch Series 11 rumors: Blood pressure detection, 5G connectivity and more

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Apple Watch Series 11 rumors
Apple Watch Series 11 might bring a rush of new features. Or maybe not.
Image: Apple/Cult of Mac

With the launch of Apple Watch Series 11 likely just weeks away, rumors about what to expect remain surprisingly rare. Still, we know a fair amount about what’s coming, based on watchOS 26 and Apple’s usual moves. Additionally, some rumored Apple Watch Ultra 3 features might arrive on the regular model, too.

So, will Apple Watch Series 11 and Apple Watch Ultra 3 bring only minor upgrades, as in the last few years? Or will 2025 be the year Apple recaptures the buzz surrounding its smartwatch, adding exciting new features?

Here’s what we know about Apple Watch Series 11 so far.