Apple Plans To Overhaul Computers to Meet AI Demand

Apple reportedly wants to overhaul its Mac line as consumers seek artificial intelligence (AI)-powered computers.

The company plans to introduce new versions of every Mac product it sells, Bloomberg News reported Wednesday (July 22), citing unnamed sources with knowledge of the matter.

This will include long-awaited updates to the company’s desktops, several laptops and a revamped version of the MacBook Pro, all scheduled to roll out this fall and into 2027, the sources said.

The launches will begin with an updated low-end 14-inch MacBook Pro that will be among the first Macs to include a new M6 chip and the first new iMacs in two years, the sources added.

PYMNTS has contacted Apple for comment but has not yet received a reply.

Bloomberg noted that the Mac has seen a resurgence of late, with sales forecast to increase for the third straight year. These devices have become popular with people who run computing-intensive AI agents. At the same time, a dearth of memory chips strained manufacturing, causing Apple to increase prices, the report added.

Supply issues are such that new orders on some Mac mini and Mac Studio models won’t ship for at least three months, the report said, challenging Apple to introduce new models with its usual level of inventory, the report said.

Apple CEO Tim Cook had said in April that he thinks it could take “several months” for those machines to achieve supply demand balance, Bloomberg added. Apple raised prices on several products—though not its iPhone—in June.

A report earlier this month by Kiplinger said those price increases could lead to a years-long era of costlier electronics. Cook has blamed the price hikes on soaring memory chip costs, saying he’s never experienced anything like it 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 Wall Street Journal last month.

Bloomberg had reported Tuesday (July 21) that the company was readying a leasing program known as Apple Upgrade. Set to launch next week, this service will reportedly support most iPhone, Mac, iPad and Apple Watch models and work like a subscription.

“Users can pay off devices early in their term, upgrade earlier to newer models, or keep the original device until the leasing period ends,” PYMNTS wrote in a report on the program. “As with a car lease, the device could be returned when the term is up.”

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