Apple’s MacBooks seemingly have some big changes on the horizon. One of the biggest is the rumored MacBook Ultra packing that OLED screen, and this is something to be excited about, don’t get me wrong. Well, worries about the price aside, and wider issues around Mac pricing overall, but there’s something I’m more concerned about now.
Namely the direction in which Apple is heading with its M-series silicon, following the latest rumor dump from prolific leaker Mark Gurman. In last weekend’s Power On newsletter for Bloomberg, Gurman dropped a whole lot of fresh info about Apple’s CPU roadmap and the incoming M6, M7 and M8 chips.
The leaker tells us — and bear in mind, this is all just rumors, but eye-opening speculation nonetheless — that Apple is doing something very different with the next range of M silicon. The M6 will consist of just a vanilla chip, with no more powerful variants, which isn’t something Apple has ever done before — there’s always been a Pro and Max version (if not an Ultra, too).
This is because Apple apparently wants to usher in the M7 series more swiftly, with the M6 debuting late this year and the M7 following in the first half of 2027, just six months (or so) later. The M7 will have a full complement of Pro, Max and Ultra chips, the former two following at the end of 2027, with the Ultra in 2028. Gurman believes this is Apple’s current plan and the reason for rushing to get to the M7 is AI.
Cue multiple groans, no doubt. Gurman theorizes: “The reason for this break with tradition: AI. Apple had been planning major neural-processing upgrades for the M7 family and ultimately decided those improvements were important enough to justify accelerating the next generation rather than completing the M6 lineup.”
We’re further told that beyond this, Apple is “already developing M8 chips with even greater AI capabilities” to land in 2028.
Gurman concludes: “The takeaway is that AI is no longer just another feature Apple’s chips need to support. It is now shaping how those products are designed and when they are shipped.”
A wise path to follow?
So, what am I worried about here exactly? Obviously there’s a strong suggestion that AI is taking much more of a center stage role with Mac chips, and given what’s currently going on with MacBooks, I’ve got to wonder about the wisdom of this — and how it might affect Apple’s PC sales.
Currently Mac sales are strong and considerably buoyed by the launch of the MacBook Neo in March 2026, a budget laptop that has undoubtedly flown off the shelves. However, Apple’s recent price hikes have poured cold water on those sales prospects to an extent, even hitting the MacBook Neo, which went up by $100 in the US (£100 in the UK, and AU$150 in Australia).
Granted, while it’s odd for a device to get a price rise like this so soon after launch, given the demand around the Neo, it’s not going to be sidelined with this increase (although the upper-tier model with 512GB storage now looks shakier and out of budget territory, frankly). The harder pill to swallow is the harsher MacBook Air price hikes, and as we pointed out a few weeks back, some wallet-friendly Windows 11 laptops now look a lot more tempting after Apple’s price increases.
Looking on Reddit, it’s not hard to find a lot of unhappiness about the MacBook price hikes. There’s considerable angst from some people who were thinking of pulling the trigger on a new Apple laptop, and then watched those price increases swoop in, and are now feeling the opposite of buyer’s remorse (holdout’s regret?). Some of those folks are acting with their wallets, closing them and vowing to wait for a better buying opportunity now that they’ve missed the boat, as it were.
That could be a long wait, though. Of late, we’re hearing a lot of gloomy news about the RAM crisis getting worse later this year, and in 2027 — maybe a lot worse. The memory supply situation is what caused Apple to jack up Mac prices, of course, and it’s difficult to see how the MacBook maker will continue to weather this storm if it worsens next year, given that its resources in terms of built-up inventory of RAM (or SSDs) are clearly running dry (or have run dry).
Rumors have continued to persist about Apple potentially tapping Chinese memory chip makers for its RAM needs, as an alternative to the big three mainstream suppliers (Micron, Samsung, SK Hynix). That’s a worrying development in itself, and it’s doubtful whether even Tim Cook can pull off navigating that kind of negotiation before he leaves his Apple CEO role (there are various possible hurdles to clear and governmental complications, put it that way).
Diving into AI headfirst
I don’t think any of this bodes particularly well for next year’s Mac sales given the prospect of pressure around more price hikes (although yes, other PC makers face the exact same unfavorable conditions). And then we come back to this apparent renewed focus on AI, which hasn’t gone down well on Reddit and other social media.
Here’s one Redditor who sums all this up neatly: “I was about to buy a new MacBook to replace my M1 Pro with an ailing battery and small storage. But then Apple jacked up the prices by almost 20%. And now they are diving into AI headfirst. It might be time for me to look at Framework laptops.”
There’s a strong backlash against AI right now, whether that’s about sprawling data centers and them chugging huge amounts of power, or Copilot in Windows 11 and indeed Apple Intelligence. So, it’s no surprise that the idea of “diving into AI headfirst” has been greeted by a lot of skepticism.
What exactly is Apple Intelligence going to serve up in terms of compelling features in the next year or two? The trouble is that this feels very much up in the air, yet Apple is supposedly building its Mac strategy around this now. It seems like a bit of a leap into the unknown to say the least, and I’m not surprised that it’s making Mac fans nervous.
Okay, so this AI focus is still just a rumor, although Gurman is one of the more reliable Apple sources out there, and it appears to be a well enough fleshed-out piece of speculation. Even if it’s true, Apple may yet switch away from this course, but for now, I’m struggling to find the logic of shifting to a heavier AI focus so soon.
Maybe the reasons for this will become clearer as we see how Apple Intelligence develops in the near future. However, in the meantime, I think there are reasons to be concerned about Mac sales potentially flagging next year, between disgruntled MacBook holdouts, the continued RAM crisis, and cynicism around Apple’s apparent new AI-led approach.
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