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.

At WWDC, Apple finally unveiled the long-delayed, genuinely rebuilt version of Siri — a more context-aware assistant that can understand what’s on your screen, use your personal data across apps, respond more naturally, and work both inside iOS/macOS and as a standalone Siri AI app.

The prospect of having a more intelligent Siri to talk to is hugely exciting, but there were plenty of other smaller announcements made at the recent Worldwide Developers Conference that got overshadowed by the big Siri AI reveal.

In fact, I might actually be more excited about these features than the new Siri. Here’s what I’m looking forward to most:

1. AI-powered Safari tab organization

If you’re anything like me, your Safari browser is a shocking mess of tabs. I try to close them, but they seem to breed like rabbits whenever I’ve been using Safari for more than 10 seconds. In macOS Golden Gate, Safari can use Apple Intelligence to group your open tabs into relevant topics without you having to do anything.

So, if you’re planning a trip, all your open tabs related to that topic will be pulled together into a single group. “Topics” is the word Apple uses to describe this organization. In the case of your holiday, it would likely pick a name for the topic — probably the destination — and all the open tabs would then be accessible from within that topic.

2. Natural-language Shortcuts

Shortcuts already exist in macOS, and they’re awesome. Shortcuts in macOS let you automate repeated actions on your Mac, either with a click, a keyboard shortcut, Siri, the menu bar, Finder, the Share Sheet, or sometimes from inside apps. You can use them to resize images, extract text from PDFs, create calendar events or reminders, and much more.

They can, however, be a little tricky to create. That’s going to change with the new version of Apple’s software. macOS Golden Gate is going to use Apple Intelligence to make creating shortcuts easier. Instead of building fiddly automations manually, you can simply describe what you want using natural language and Shortcuts will build it for you.

3. Improved Photos editing

Clean Up, Extend, and Reframe are coming to Photos to make editing pictures on your iPhone a whole lot easier, thanks to Apple’s on-device AI models, which can enhance your photos in ways that wouldn’t be possible without AI.

First, Clean Up is already part of Photos and is useful for removing distractions, but it’s getting a big upgrade in the next OS. The old version could get tripped up by busy backgrounds and complex textures, but the new version is much more adaptable and works on old photos and photos not taken on an iPhone.

Next, Extend is a way to add more background to any photo, or adjust its aspect ratio. Apple Intelligence simply fills in the new areas after the fact.

Finally, Reframe looks like a very powerful way of improving your photos. It uses Apple’s on-device AI model so you can change the angle a photo was taken at — just drag your finger around on the image in real time to change the angle the camera was pointing in. It looks a little bit like magic, and it’s very cool.

4. AirPods custom EQ

This may look like a small feature for AirPods owners, but it’s a big quality-of-life win, especially if you’ve ever wished that AirPods had more personal sound control, so you can adjust the sound to your tastes, not Apple’s.

So what does it do? Well, you’re able to adjust bass, mids, and treble, although it doesn’t give you exact frequencies or a numerical scale showing how much you’re affecting them. The good news is that older models like the AirPods Pro 2 will support Custom EQ, as well as the newer AirPods Pro 3 and AirPods 4.

5. Smarter parental controls

I don’t know if these features are “smarter” or simply “less confusing,” but I’m all in. Having tried to set up parental controls before for my children on iPhones, I’m in favor of anything that makes the process less tortuous.

Features like the new Ask to Browse, where a child can ask if they can look at a particular website before you grant permission, sound like they’re just making everything easier for the parent to set up. Ask to Buy is another feature that sounds self-explanatory, and exactly what busy parents need. Time Allowances for entertainment, games, and social media also look great and give a handy starting point for concerned parents.

These aren't the AI features you're looking for

A lot of the new features I’m looking forward to here use AI, but they are benefit-first features rather than another excuse to use AI for something nobody actually wants. Siri AI may well be a great step forward for the next generation of Apple devices, but there are plenty of other ways that AI is going to benefit Apple users too — and some of them might turn out to be more useful in everyday life than talking to Siri.