Before Cook steps down, is Apple playing its last trump card?
```
A new round of Apple’s product cycle has begun, and this may also be Tim Cook’s final wave of new product launches as Apple’s leader.
On August 25, Apple launched the new Mac mini equipped with M6 or M5 Pro chips, as well as an upgraded Mac Studio featuring M5 Ultra or M5 Max chips. Pre-orders for both products open on August 27, with an official release on September 22.
The M6 is Apple’s first chip using the 2nm process, while the M5 Ultra is positioned for professional high-performance computing. As AI applications gradually extend from the cloud to devices, the Mac mini, with its small size and solid computing power, has attracted market attention. This upgrade is expected to further boost its local AI processing capability. However, prior supply shortages of memory chips have also limited the restocking speed of Apple’s Mac products.
Even more noteworthy, this Mac update is just the beginning. Apple is expected to hold its most important annual iPhone product launch in September, with the debut of the first foldable iPhone and the iPhone 18 series. New Apple Watch and AirPods models may also be updated simultaneously. Apple is also advancing smart home devices with screens, a new Apple TV and HomePod mini, as well as an OLED iPad mini.
From 2nm Chips to Foldable Screens, Apple Bets on Next-Generation Hardware
The focus of this M6 upgrade is not only the more advanced manufacturing process but also Apple’s continued push to enhance AI capabilities on the device side.
The M6 uses 2nm process technology, equipped with a 12-core CPU, including 2 super cores, 4 performance cores, and 6 efficiency cores. The GPU is upgraded from 10 cores in the M5 to 12 cores, each with a neural accelerator, plus a dual 16-core neural engine, and unified memory supports up to 32GB. Apple claims that M6 single-threaded performance is “the world’s fastest,” with multi-threaded performance up to 1.2 times higher than the M5.
While the M6 is aimed at mainstream Macs, the M5 Ultra targets professional scenarios such as 3D rendering, AI model training, and operation. Through UltraFusion interconnect technology, the chip combines two dual-chip M5 Max into a four-chip architecture, offering up to 36-core CPU, 80-core GPU, and 32-core neural engine, and up to 512GB unified memory.
The two chips actually represent Apple’s twofold approach to future Mac products: on one hand, enhancing energy efficiency and on-device AI performance with more advanced processes, and on the other, continuing to expand into the high-performance computing market.
Dense New Releases: Apple’s Product Strategy Shifts Gears
The update to Mac mini and Mac Studio is just the prologue; Apple’s real product highlight is still ahead.
The September iPhone launch event is expected to be the most highly anticipated product milestone of the year. In addition to the iPhone 18 Pro series, Apple is expected to introduce its first foldable iPhone—a major product form change not seen in years. At the same time, new Apple Watch and AirPods updates are planned, with the entry-level AirPods 5 likely debuting early, while the camera-equipped AirPods may be delayed until next year.
Apple is also rebuilding its smart home product line. The company plans to launch its first smart home device with a screen, incorporating facial recognition for personalized content for different users. New Apple TV and HomePod mini models are expected as well. For iPad, the OLED version of the iPad mini is set for launch before the end of October.
The Mac lineup will also continue to be upgraded. Apple plans to launch new color iMac models and entry-level MacBook Pros with M6 chips, with an even bigger change being touch-screen MacBook Pros. Reports indicate the new machines will feature an all-new design, offering 14-inch and 16-inch versions and OLED screens.
Cook Steps Down, Apple Bets on New Form Factors by 2027
The other context for this wave of product launches is Apple’s upcoming management transition.
Cook will resign as CEO on September 1, succeeded by John Ternus. Compared with the relatively mature product pipeline in the late Cook era, Ternus will face the rollout of more innovative form factors, with the foldable iPhone as a main focus.
Apple’s product roadmap now even stretches ahead to 2027. By then, the company is expected to update entry-level iPad, iPad Air, MacBook Air, and MacBook Neo, and to launch new MacBook Air models with M7 series chips, second-generation touch-screen MacBooks, and the second-generation foldable iPhone.
Among these, the most symbolic may be a special edition iPhone with a curved glass design, marking the 20th anniversary of the iPhone's debut.
From 2nm chips and on-device AI to foldable iPhones and touch-screen MacBooks, Apple is advancing both at the chip level and in end-product design. For Ternus, who will soon inherit the reins from Cook, whether this product strategy can truly unlock new growth will be his first major test as Apple’s head.
Risk Notification and DisclaimerThe market carries risks; investments should be made cautiously. This article does not constitute individual investment advice, nor does it consider the specific investment goals, financial situation, or needs of any individual user. Users should consider whether any opinions, views, or conclusions in this article fit their particular situation. Investments made accordingly are at your own risk. ```