Apple plans broad Mac refresh as AI workloads lift demand

Apple is preparing new versions of every Mac it sells, with launches expected from this fall into 2027, Bloomberg News reported Wednesday, citing people familiar with the matter. The planned refresh comes as Mac sales are forecast to rise for a third consecutive year, while memory-chip shortages have constrained production and contributed to higher prices.

The first products in the cycle are expected to include an updated entry-level 14-inch MacBook Pro with a new M6 chip and the first new iMacs in two years, according to Bloomberg. The broader plan also includes updates to Apple’s desktops, multiple laptops and a redesigned MacBook Pro, the report said.

PYMNTS said it contacted Apple for comment and had not received a response. Apple has not announced the reported product schedule.

AI demand meets constrained supply

Bloomberg reported that Macs have gained momentum partly because buyers are using them for computing-intensive artificial intelligence agents. Such workloads can place heavier demands on local processors and memory, making chip supply an important factor in how quickly manufacturers can build and ship devices.

The same supply pressure has created operational challenges for Apple, according to the report. Some new orders for Mac mini and Mac Studio models will not ship for at least three months, Bloomberg said, complicating Apple’s ability to introduce new hardware with its typical level of inventory.

Apple Chief Executive Tim Cook said in April that it could take “several months” for those machines to reach a balance between supply and demand, Bloomberg reported. Apple raised prices on several products in June, though not on the iPhone, according to PYMNTS.

Kiplinger reported earlier this month that the price increases could mark the start of a multi-year period of more expensive electronics. Cook has attributed the increases to higher memory-chip costs, telling The Wall Street Journal last month that he had not seen a comparable situation in 40 years.

“We’re doing our best to mitigate the huge increases that are being passed to us, and we’ve been trying to shield our customers from the increases, but the situation has become unsustainable,” Cook told the Journal, according to PYMNTS.

Upgrade model may broaden access

Bloomberg separately reported Tuesday that Apple is preparing a leasing service called Apple Upgrade, which is expected to launch next week. The service will reportedly cover most iPhone, Mac, iPad and Apple Watch models and function in a subscription-like format.

Under that model, customers could pay off devices early, move to newer models before the end of a term, or keep the original device until the leasing period is complete, PYMNTS reported. As with an auto lease, the device could be returned at the end of the term, according to that report.

The reported leasing program would arrive as Apple faces a balancing act: updating a product line benefiting from AI-driven demand while securing enough components to meet orders. Bloomberg’s reporting indicates the Mac refresh is intended to span both consumer and professional machines, with the initial wave centered on the lower-end MacBook Pro and iMac.

This story draws on original reporting from PYMNTS.