Before Cook steps down, is Apple playing its final trump card?

A new round of Apple's product cycle has begun, and this could also mark the last major product offensive under Tim Cook's leadership.

On August 25, Apple unveiled the new Mac mini powered by the M6 or M5 Pro chips, as well as upgraded Mac Studio models featuring either the M5 Ultra or M5 Max chips. Both products became available for pre-order on August 27 and will officially go on sale on September 22.

The M6 is Apple's first chip built on the 2nm process, while the M5 Ultra is positioned as a professional-grade high-performance computing chip. As AI applications gradually shift from the cloud to end devices, the compact size and robust computing power of the Mac mini have attracted market interest. This upgrade is expected to further enhance its local AI processing capabilities. However, previous supply constraints of memory chips have also limited Apple’s ability to restock the Mac product line.

More notably, this round of Mac updates is only the beginning. Apple is anticipated to host its most important annual iPhone product launch in September, potentially unveiling the first foldable iPhone and the iPhone 18 series. New models of the Apple Watch and AirPods may also be updated simultaneously. Apple is also advancing products such as a screen-equipped smart home device, a new Apple TV, HomePod mini, and an OLED version of the iPad mini.

From 2nm Chips to Foldable Screens, Apple Bets on Next-Generation Hardware

The focus of the M6 upgrade is not just on a more advanced process, but also on Apple’s continuous push to bring AI capabilities to the device itself.

The M6 is manufactured using a 2nm process and features 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, with a neural accelerator integrated into each GPU core. It is also equipped with dual 16-core neural engines and supports up to 32GB of unified memory. According to Apple, the M6 delivers the "world’s fastest" single-threaded performance and up to 1.2 times better multi-threaded performance compared to the M5.

Unlike the M6, which targets mainstream Macs, the M5 Ultra is aimed at professional scenarios such as 3D rendering, AI model training, and running complex applications. Utilizing UltraFusion interconnect technology, two dual-chip-packaged M5 Max chips are combined into a four-chip architecture, offering up to 36-core CPU, 80-core GPU, and 32-core neural engines, with unified memory scaling up to 512GB.

These two chips reflect Apple's dual approach to the future of the Mac product line: advancing energy efficiency and on-device AI performance through enhanced fabrication processes, while also expanding further into the high-performance computing market.

A Wave of Product Launches Signals a Shift in Apple’s Product Roadmap

The updates to the Mac mini and Mac Studio are just the prologue—the main attraction in Apple's product strategy is yet to come.

The iPhone launch event in September is expected to be the year’s most highly anticipated product milestone. In addition to the iPhone 18 Pro series, Apple is likely to debut its first foldable iPhone, signaling the biggest product form factor change in years. At the same time, new Apple Watch and AirPods updates are also planned: the entry-level AirPods 5 is expected to arrive earlier, while AirPods with cameras may be delayed until next year.

Apple is also revamping its smart home lineup. The company plans to release its first smart home device with a display and facial recognition, offering personalized content for different users; new versions of Apple TV and HomePod mini are also expected to launch. For iPad, the OLED version of the iPad mini is anticipated before the end of October.

The Mac product line will also continue its upgrade cycle. Apple plans to introduce new color options for the iMac and launch an entry-level MacBook Pro powered by the M6 chip. A greater change will be the touch-screen MacBook Pro, which reportedly features a brand-new design, with 14-inch and 16-inch options, both equipped with OLED screens.

Cook’s Farewell: Apple Bets on New Form Factors for 2027

A major backdrop to this flurry of product updates is Apple’s upcoming management transition.

Tim Cook will step down as CEO on September 1, with John Ternus taking over. Compared to Cook’s later years, which focused on a mature product roadmap, Ternus will face the challenge of bringing novel product forms to market, with the foldable iPhone as a particular focal point.

Apple’s product planning already extends to 2027. At that time, the company expects to update entry-level iPad, iPad Air, MacBook Air, and MacBook Neo, along with launching a new MacBook Air featuring the M7 series chip, a second-generation touch-screen MacBook, and a second-generation foldable iPhone.

The most symbolic may be a special edition iPhone with a curved glass design, commemorating the 20th anniversary of the iPhone’s launch.

From 2nm chips and on-device AI to foldable iPhones and touch-screen MacBooks, Apple is simultaneously advancing its core chip technology and end-user device form factors. For John Ternus, who is set to succeed Cook, whether this product strategy can truly unlock new growth will be the first major test of his leadership at Apple.