On its online store, the Apple Mac mini no longer comes in 32GB or 64GB RAM variants. The higher option has gone, and the M4 Pro model now tops out at 48GB. If you go for the standard M4 version, you can only choose 16GB or 24GB.

The same pattern shows on the Apple Mac Studio, with the M3 Ultra model losing its top memory tiers. It now ships only with 96GB RAM, after Apple removed the 256GB option and other higher configurations.

On the delivery aspect, both machines now show shipping estimates of about nine to ten weeks, depending on the setup.

Another change affects pricing. Apple has dropped the 256GB storage option for the Mac mini. That means the entry model now starts at 512GB, pushing the base price from $599 to $799.

It’s worthy of note that Apple had already stopped taking orders for some higher-RAM Mac Studio and Mac mini models earlier in March and April. What we are seeing now is a difference in what remains available.

Speaking recently, Tim Cook said supply will stay tight for a while. “We think, looking forward, that the Mac mini and Mac Studio may take several months to reach supply-demand balance,” he said.

He also pointed to stronger demand than expected. According to him, more users are buying these machines to run artificial intelligence tools locally. That demand, combined with high memory costs, is forcing Apple to scale back certain configurations.

The pressure is coming from the global market. Demand for AI servers has driven up the cost of memory chips, especially DRAM and NAND. As a result, manufacturers are adjusting what they can offer.

Apple Mac is not alone in the challenge of memory shortage. Other PC makers, including Dell Technologies, HP Inc. and Lenovo, have also reported delays and fewer options for systems with large amounts of RAM.

As it stands, if you need higher memory on an Apple machine, options are limited. The company’s newer laptops, including models with its latest chips, still offer more flexibility. But on the desktop side, choices have narrowed, and it may stay that way for months.

The iPhone maker said on Monday that Ternus will take over on September 1, while Cook will become executive chairman.

The leadership change comes as Apple strengthens its focus on artificial intelligence, responding to competition from companies including Nvidia, Meta and Google.

Ternus joined Apple in 2001 and currently serves as senior vice-president of hardware engineering. He has worked on several of the company’s biggest products, including the Mac, iPad and AirPods.

He is also seen as an important figure in improving Mac sales in recent years, helping the product regain momentum against personal computer competitors.

Although he has kept a lower public profile than some Apple executives, the company has recently given him a more visible role.

Last year, Ternus presented the iPhone Air, a major redesign of Apple’s flagship device and one of the biggest changes to the product line in years.

At 50, he takes over at the same age Cook did when he succeeded Apple co-founder Steve Jobs in 2011.

Cook leaves the chief executive role after overseeing one of the most successful periods in Apple’s history. Since taking charge in August 2011, he has helped increase the company’s market value by about $3.6 trillion.

He was widely credited with expanding Apple’s global supply chain, especially through manufacturing partnerships in China, while also growing the company’s services and hardware businesses.

Cook also became the first Fortune 500 chief executive to publicly come out as gay in 2014 and often spoke on issues including workplace diversity and environmental policy.

Apple said Cook will remain involved in dealing with policymakers as executive chairman.

Ternus now inherits a company under pressure to show stronger progress in artificial intelligence.

Although Apple introduced Siri in 2011, it has struggled to match the pace of newer AI-focused companies.

Tech giants such as OpenAI and Anthropic have attracted millions of users with new chatbot products, while Nvidia has become the world’s most valuable listed company on the back of demand for AI chips.

In January, Apple reached an agreement with Google to use Gemini technology to improve Siri.

Ternus will also face competition in new devices. Meta Platforms has found success with smart glasses, while Apple’s Vision Pro headset has faced questions over its high price.

Alongside appointing John Ternus as CEO, Apple said Johny Srouji has been named chief hardware officer. He will continue leading the company’s custom chip and sensor teams.

The hardware engineering group previously led by Ternus will now be overseen by Tom Merieb.

Working through four different frame styles, the options range from a large rectangular shape to a slimmer version, similar to the glasses often worn by Tim Cook. There are also two rounded options, one larger, one smaller.

Apple is equally trying out colours including black, ocean blue and light brown, hence, the design is not final. Apple could choose one style or release more than one, depending on how testing goes.

These glasses will not include a display. Instead, Apple is focusing on simple, everyday functions. Users will be able to take photos and videos, answer calls, listen to music and speak to Siri. The cameras are expected to use oval-shaped lenses.

Apple had earlier explored more advanced mixed reality devices, but those plans have not moved smoothly. Its headset, the Apple Vision Pro, drew attention at launch but couldn’t gain wide use, partly due to its high price and size.

Now, Apple appears to be taking a more practical route. These glasses are lighter and easier to wear in daily life. The idea is to build something people will actually use, rather than something ambitious but difficult to adopt.

Competition is already building as Meta Platforms has partnered with EssilorLuxottica to produce Ray-Ban smart glasses, which are already on sale and have gained some traction. 

Other companies are not standing still, with Google and Samsung Electronics working together on their own glasses, while Snap Inc. plans to release a new version of its Specs in 2026.

Apple’s strategy, at least for now, rests on design and usability. In offering different smart glasses frame styles, it is trying to appeal to a wider group of users, much like it did with the Apple Watch.

The company is still some distance from launch. However, its direction is to start simple, focus on everyday use, and build from there.

Instead of hosting one livestreamed presentation, Apple will roll out announcements over three days, starting on March 2.

The programme will end on March 4, with in-person sessions in New York, London and Shanghai, where journalists will test new products.

The format will focus on hands-on demonstrations rather than a single-stage presentation. Reporters are expected to move through guided demos across the three cities.

According to reports from Bloomberg journalist Mark Gurman, Apple plans to introduce at least five products during the period.

These include a lower-priced MacBook, the iPhone 17e, an iPad Air fitted with an M4 chip, a new entry-level iPad, and refreshed MacBook Air and MacBook Pro models.

He said the devices are due this spring, although the exact timing for each launch is not yet known. John Gruber of Daring Fireball also said the event may be “a hands-on thing with in-person demos.”

Apple has confirmed that the March 4 sessions will take place at the same time in New York, London and Shanghai. That breaks from its standard practice of hosting major launches at its headquarters in Cupertino.

Alongside the hardware, Apple is expected to discuss updates tied to iOS 26.4. The company has also given a sign that Visual Intelligence will play a big part in its next wave of wearable devices.

Chief executive Tim Cook has pointed to the feature as a key part of Apple’s direction in artificial intelligence for hardware.

There are also indications that Apple could preview immersive sports content for the Vision Pro headset, possibly including Formula 1 coverage, using its exclusive United States broadcast rights.

The agreement, according to Bloomberg, would be one of Apple’s biggest collaborations with an external technology partner in years.

For now, Apple plans to rely on Google’s large-scale model, which has 1.2 trillion parameters, to strengthen Siri’s processing power and decision-making. 

That’s nearly eight times more advanced than Apple’s current 150 billion-parameter cloud model. The company sees the deal as a temporary measure while it works to bring its own artificial intelligence system up to par.

Apple tested several models, including OpenAI’s ChatGPT and Anthropic’s Claude, before selecting Google’s Gemini earlier this year. Those close to the project said Apple concluded that Gemini offered the best blend of speed, reliability, and contextual understanding.

The revamped Siri, codenamed Linwood, is expected to launch next spring as part of iOS 26.4. The project, known internally as Glenwood, is being overseen by Mike Rockwell, the executive behind the Vision Pro headset, and software engineering chief Craig Federighi.

Under the terms being finalised, Google’s Gemini model will manage Siri’s “summariser” and “planner” functions, which help the assistant interpret user intent and coordinate complex actions. 

However, Apple’s own models will still handle several on-device tasks. To protect user data, Gemini will operate within Apple’s Private Cloud Compute servers rather than Google’s infrastructure.

Neither company has commented publicly on the partnership. Unlike the Safari search deal, Apple is expected to keep Google’s role behind the scenes, branding Siri’s improvements under its own ecosystem rather than sharing credit.

The collaboration is a rare moment of pragmatism from Apple, which has long avoided outsourcing key software capabilities. But as competitors like OpenAI, Microsoft, and Google grow quickly, Apple appears more willing to depend on outside systems, at least for now, to maintain competitiveness.

Despite leaning on Google, Apple has not abandoned its vision to build proprietary AI tools. The company’s in-house models team is reportedly developing a trillion-parameter cloud model, aiming to match Gemini’s quality by next year. Executives say they can phase out the Google technology in due course.

Globally, Apple is also preparing a version of the new Siri for the Chinese market, where Google services are banned. The Chinese variant is expected to run entirely on Apple’s own models with a compliance layer from Alibaba Group, tailored to meet local regulatory demands.

Shares of both companies briefly rose after reports of the talks surfaced, Apple gaining less than 1% to $271.70, and Alphabet rising as much as 3.2% to $286.42.

In his place, Sabih Khan, Apple’s current senior vice president of Operations, will take over as COO.

Williams, widely seen as a key architect of Apple’s modern era, will remain with the company until the end of the year. During this period, he will continue reporting to CEO Tim Cook and maintain oversight of the Apple Watch and the company’s design team. Once he retires, the design team will report directly to Cook.

Williams’ legacy is embedded in Apple’s operational DNA, from the early days of the iPod and iPhone to the launch and evolution of the Apple Watch. More recently, he steered Apple’s health strategy and led its design organisation with precision and empathy.

“Jeff and I have worked alongside each other for as long as I can remember, and Apple wouldn’t be what it is without him. He’s helped to create one of the most respected global supply chains in the world; launched Apple Watch and overseen its development; architected Apple’s health strategy; and led our world-class team of designers with great wisdom, heart, and dedication,” said CEO Tim Cook. 

“I am and will always be beyond grateful for his numerous contributions to Apple over the years and his loyal friendship. Jeff’s true legacy can be seen in the amazing team he’s created and, while he’ll be greatly missed, he leaves the work of the future in incredible hands.”

The now former Apple COO, who marked his 27th year with Apple in June and 40 years in the industry, says the time is right to step back.

“I have a deep love for Apple. Working with all of the amazing people at this company has been a privilege of a lifetime, and I can’t thank Tim enough for the opportunity, his inspirational leadership, and our friendship over the years,” he said. 

“Beginning next year, I plan to spend more time with friends and family, including five grandchildren and counting. I’ve had the pleasure of working closely with Sabih for 27 years and I think he’s the most talented operations executive on the planet. I have tremendous confidence in Apple’s future under his leadership in this role.”

Sabih Khan, on the other hand, has spent three decades at Apple and has led the company’s global supply chain with a reputation for precision, resilience, and sustainability. 

Since 2019, he has served on Apple’s executive team and has been responsible for everything from procurement and logistics to Apple’s environmental initiatives and supplier responsibility programmes.

“Sabih is a brilliant strategist who has been one of the central architects of Apple’s supply chain,” said Cook. “While overseeing Apple’s supply chain, he has helped pioneer new technologies in advanced manufacturing, overseen the expansion of Apple’s manufacturing footprint in the United States, and helped ensure that Apple can be nimble in response to global challenges.

“He has advanced our ambitious efforts in environmental sustainability, helping reduce Apple’s carbon footprint by more than 60 percent. Above all, Sabih leads with his heart and his values, and I know he will make an exceptional chief operating officer.”

Before joining Apple in 1995, Khan held engineering and leadership roles at GE Plastics. He holds degrees in mechanical engineering and economics from Tufts University, and a master’s degree in mechanical engineering from Rensselaer Polytechnic Institute.

This handover is designed to preserve Apple’s operational edge while adapting to new demands. The company is reasserting its focus on deep operational excellence with sustainability and people at the centre. 

With the new Apple COO, the company’s supply chain evolution enters a new chapter, shaped by global scale, local manufacturing, and strategic foresight.

His latest comments have revived fears of another trade challenge between the United States and China, pushing investor confidence down and triggering a fresh sell-off across key technology stocks.

Luxshare, a major assembler of iPhones and producer of AirPods, dropped 2.2%. Lens Technology, which provides mobile screens, declined 1.8%, while Goertek, another AirPods manufacturer, fell 1.1%. 

These dips are directly linked to Trump’s Friday warning that iPhones not made in the U.S. could face a 25% import tariff.

And he didn’t stop there. Trump also floated the idea of a 50% tariff beginning June 1, adding more pressure to global supply chains and increasing concerns that the trade truce of the last few weeks could unravel.

The U.S. had already slapped tariffs on imports earlier this year. Although the White House later stepped back, after a market issue shook U.S. bonds and the dollar, the 10% baseline import tax remains. 

Again, Trump had imposed a 145% tariff on Chinese products, which was later scaled down to 30%.

The impacts weren’t limited to Apple’s supply chain. China’s main stock indices also reflected investor anxiety. The Hang Seng Index in Hong Kong dropped by 1%, while the CSI 300, which tracks large-cap stocks in mainland China, slid 0.7%. 

Apple, anticipating the risks, is already acting. The company is making plans to manufacture most of its U.S.-sold iPhones in India by the end of 2026. 

The goal is to insulate itself from the geopolitical tug-of-war between Washington and Beijing. But shifting production isn’t simple, and bringing it to the U.S. may be even harder.

Commerce Secretary Howard Lutnick had claimed last month in an interview with CBS: “The work of millions and millions of human beings screwing in little, little screws to make iPhones will come to the United States and be automated, creating jobs for skilled trade workers such as mechanics and electricians.” 

However, when asked later by CNBC, he admitted that Apple CEO Tim Cook told him the necessary automation technology just doesn’t exist yet.

So what now? We’re looking at a scenario where rhetoric can move billions in market value within hours, and where companies are being forced to reconsider how and where they make their most iconic products. Apple is trying to outpace the politics, but the rules keep changing.

In the March quarter, Apple saw only “limited impact” from tariffs, but Tim Cook said that’s no guarantee the coming months will look the same. If global tariffs don’t change and no new ones are introduced, Apple expects the extra cost to stay around the $900 million mark in Q3. That’s a big “if” in today’s volatile trade environment.

Investors, though relieved it wasn’t worse, didn’t exactly cheer. Apple posted $95.4 billion in revenue and $28.4 billion in net profit — figures that beat expectations.

Still, shares slid 4% after hours. Tariffs are only one piece of the puzzle; legal pressure is increasing too, especially after a recent antitrust ruling. Uncertainty, not profit, is what’s moving the market now.

When asked to give a more detailed outlook, Cook shut the door on speculation. “I don’t want to predict the future, because I’m not sure what will happen with the tariffs.” Apple isn’t gambling on trade policy. Instead, it’s changing its supply chain out of China at a fast pace.

About half of iPhones sold in the U.S. now come from India. Macs, iPads, and other devices are produced in Vietnam. That’s a deliberate strategy and a response to years of growing geopolitical issues.

After a meeting with former President Donald Trump, Apple managed to avoid the harshest tariff spikes. At one point, tariffs on Chinese imports were set at 145%, but electronics were spared. That exemption may not last. “Our estimate assumes current global tariff rates, policies, and applications remain in place for the rest of the quarter,” Cook warned. It’s not a promise, just a possibility.

To Cook, Apple’s game plan hasn’t changed: stay focused, stay calm, and invest for the long term. “For our part, we will manage the company the way we always have, with thoughtful and deliberate decisions, with a focus on investing for the long term, and with dedication to innovation and the possibilities it creates,” he told investors. 

“As we look ahead, we remain confident, confident that we will continue to build the world’s best products and services, confident in our ability to innovate and enrich our users’ lives, and confident that we can continue to run our business in a way that has always set Apple apart.”

Behind the positiveness, there’s realism. Apple’s tight supply chain has given it breathing room, but Cook didn’t offer illusions about what comes next.

With global trade dynamics changing, even the biggest players can’t control the laws. Apple’s doing what it can, adapting quickly, communicating cautiously, and staying alert. 

With CEO Tim Cook recently visiting Beijing, the investment aims to align the company’s Chinese supply chain with global clean energy goals.

The investment is the second phase of Apple’s China Clean Energy Fund, first launched in 2018. The initial phase mobilised $300 million from Apple and 12 of its suppliers, leading to the development of over 1 gigawatt of solar and wind projects across 14 provinces. 

Now, Apple aims to add another 550,000 megawatt-hours of renewable energy to China’s grid, pushing its suppliers further toward sustainable manufacturing.

Jeff Williams, Apple’s chief operating officer, noted the role of Chinese partners in this transition, stating, “Our suppliers in China are promoting world-class progress in the fields of intelligent manufacturing and green manufacturing. With the launch of the second phase of the China Clean Energy Fund, we are honoured to deepen our connection with suppliers across China.”

Apple has kept quiet on which suppliers are part of this new phase, though past participants included major firms like Compal Electronics, Corning, Jabil, and Luxshare. Some of these suppliers have since reshaped their operations—Luxshare, for instance, acquired Pegatron’s iPhone production facility, while Catcher Technology sold key assets to Lens Technology.

This initiative ties into Apple’s environmental strategy. The company has been carbon neutral in its corporate operations since 2020 and is pushing to extend that across its supply chain and products by 2030. In China, about two-thirds of Apple’s manufacturing is already powered by renewable energy, with the company working alongside over 100 suppliers to accelerate the shift.

Cook’s visit to China coincided with the China Development Forum, where he met with senior officials and reiterated Apple’s focus on innovation and sustainability in the country. 

Apple’s green initiatives have previously won global recognition, including a UN Climate Action award, though not without controversy. After announcing the Apple Watch Series 9 as its first carbon-neutral product in 2023, a Chinese environmental group accused the company of “climate-washing.”

Beyond China, Apple’s Supplier Clean Energy Program is pushing its global partners to adopt renewables, revealing the company’s strategy to influence supply chains worldwide.

While its competitors, led by Netflix with 301 million subscribers, are doing well, Apple’s platform is far behind with an estimated 45 million users.

The company’s strategy—focusing solely on original content rather than licensing popular films and shows—hasn’t delivered the subscriber growth it hoped for. Even with over 2,500 award nominations and multiple wins, Apple TV+ still struggles to justify its costs.

Since its launch in 2019, Apple has spent over $5 billion annually on content, banking on high-budget productions to lure in viewers. Yet, despite big hits like Ted Lasso, Severance, and The Morning Show, the platform commands less than 1% of total U.S. streaming viewership.

As of February, Netflix held 8.2% of the market, Amazon Prime Video 3.5%, while Apple TV+ barely registered. The competition isn’t slowing down either. With bundles and assertive pricing strategies, rivals are making it harder for Apple to carve out a significant audience.

Internally, CEO Tim Cook has reportedly started questioning the platform’s financial viability, particularly its costly productions that fail to drive subscriber growth. A glaring example is Argylle, a $200 million spy comedy that flopped, raising doubts about Apple’s content strategy.

Apple had initially planned for Apple TV+ to run at a loss for a decade, expecting total losses between $15 billion and $20 billion. But with growing internal issues, that patience is wearing thin. In 2022, Cook began pushing for tighter financial controls, even cutting back on extravagant spending, such as private jet travel for Hollywood talent.

Nonetheless, Apple isn’t giving up yet. The company is leveraging its Apple One bundle, which includes iCloud+, Apple Music, and other services, to keep users engaged. However, reports suggest many subscribers are there for iCloud+, not Apple TV+. Without bundling, the numbers might look even worse.

Apple must now decide; double down on streaming and take on Netflix head-to-head or rethink its approach entirely.