Apple is entering one of the most transformative periods in its history. While the iPhone and Mac remain central to the company’s identity, a wave of new technologies, leadership changes, and product strategies is pushing Apple into a dramatically different direction for 2026 and beyond. From renewed artificial intelligence efforts to entirely new device categories, the next 24 months will shape how Apple competes in a world increasingly defined by AI-driven ecosystems and expanding hardware platforms.

Recent reports, leadership shifts, and confirmed product developments reveal that Apple is preparing for what insiders describe as “a multi-category expansion” — something we have not seen since the original introduction of Apple Watch and AirPods. Below is a deep dive into everything Apple is planning or testing, what has changed, and what to expect going into 2026 and 2027.

A New Direction for Apple Intelligence: Leadership Shifts and a Renewed Focus on AI

Perhaps the biggest internal change is Apple’s reorganization of its AI leadership. John Giannandrea, who guided Apple’s machine learning strategy since 2018, stepped down after several slow cycles in Siri and Apple Intelligence innovation. Apple has appointed Amar Subramanya — a former Google and Microsoft veteran — to accelerate the company’s AI roadmap.

This leadership change signals more than a simple restructuring. Apple is clearly aware that AI is no longer a background technology but the core of the modern ecosystem. With competitors like OpenAI, Google Gemini, and Microsoft Copilot aggressively advancing, Apple’s AI offerings appeared conservative over the last few years. Siri, despite being a pioneer in voice assistants, has fallen behind in conversational capability and contextual intelligence.

Under Subramanya, Apple is expected to deliver:

a radically improved Siri with deeper system-level intelligence,

faster on-device AI models integrated across apps,

  • expanded Apple Intelligence features for iPhone
  • iPad
  • Mac

support for new languages and localization (Turkish has already been added),

and improved privacy-preserving computation models.

The enhanced Siri is expected to arrive in mid-2026 with more natural language understanding and the ability to perform multi-step tasks — something competitors already emphasize.

iPhone 17 and the Evolution Toward a More Modular Product Strategy

Apple’s product calendar is also shifting. Instead of relying on one annual iPhone release cycle, Apple is reportedly moving toward a two-phase strategy:

Premium iPhone lineup in September

A secondary release window for mid-range or special models

This strategy mirrors Apple’s approach during the iPhone SE years, but on a larger scale.

The iPhone 17 family, introduced in late 2025, already reflects early changes in Apple’s design direction. With thinner bezels, improved sensors, upgraded A-series chips, and iOS 26’s refined interface, Apple is slowly preparing users for a more flexible lineup that will accommodate the next big leap: foldable devices.

The 2026 Foldable iPhone: Apple’s Most Anticipated New Category

One of the biggest expectations for 2026 is Apple’s long-rumored foldable iPhone. According to supply chain leaks and analyst reports, Apple has tested several prototypes:

a vertically folding “Flip-style” iPhone

Apple’s Next Era: Major AI Shifts, New Product Lines, Foldable iPhones, and a 2026–2027 Roadmap That Redefines the Company’s Future - Computer & Hardware visual representation

a larger “Fold-style” device closer to an iPad mini

a hybrid that merges tablet functionality with a pocket-sized form factor

While the final design remains secret, sources indicate the foldable iPhone is among Apple’s most expensive R&D projects. Apple aims to enter the foldable market only when it believes the durability, hinge engineering, and display longevity surpass all existing competitors.

If released on schedule, Apple’s foldable model could redefine the high-end smartphone market — especially in regions where premium foldables already see strong adoption.

A New Smart Home Ecosystem: Apple’s Return to the Living Room

Another major development is Apple’s move toward a fully reimagined smart home strategy. For years, Apple has lagged behind Amazon’s Echo lineup and Google’s Nest ecosystem. But 2026 may be the year Apple finally enters the smart home race with new devices:

a smart home hub with a large display,

a wall-mounted control center for HomeKit,

and a high-end speaker with integrated AI functions.

These products would unite Apple Intelligence, HomeKit, and the company’s expanding multimedia ecosystem — potentially creating an AI-enhanced home automation platform built around privacy and seamless hardware integration.

With AI becoming the new face of smart home interaction, Apple is positioning itself not just as a device manufacturer but as a full-service ecosystem provider.

MacBooks and Macs: New Chip Architectures and a Cheaper Model in Testing

On the Mac side, Apple is preparing for a generation change centered on the M5 chip family, expected to launch in 2026. These new chips will focus on:

AI acceleration through enhanced neural engines

better GPU performance

improved efficiency using next-generation fabrication nodes

deeper integration with Apple Intelligence

faster memory bandwidth for creative and AI-driven workflows

Alongside the expected MacBook Pro, iMac, and Mac mini updates, a surprising development has emerged: Apple is reportedly testing a more affordable MacBook powered by an A-series iPhone chip.

This device would target students, first-time Mac buyers, and emerging markets, allowing Apple to re-enter the entry-level laptop market with a highly optimized, iOS-software–inspired macOS experience. If launched, it would become one of the biggest strategic shifts Apple has made in laptop pricing in over a decade.

  • Long-Term Product Vision: Curved Displays
  • Hidden Cameras
  • a New Hardware Philosophy
Apple’s Next Era: Major AI Shifts, New Product Lines, Foldable iPhones, and a 2026–2027 Roadmap That Redefines the Company’s Future - Computer & Hardware detailed view

Beyond 2026, Apple’s design division is preparing an aesthetic overhaul for iPhone 18 and beyond. Rumored features include:

a curved “liquid” glass design,

a completely buttonless build,

under-display Face ID and camera hardware,

advanced cooling layers for higher AI processing loads

  • a more unified visual identity across iPhone
  • iPad
  • Mac.

This signals a transition toward a future in which the hardware becomes visually minimal, while intelligence shifts to the software and AI layer — creating a more fluid and adaptive user experience.

Apple’s Strategic Direction: Ecosystems, AI, and Multi-Device Integration

Taken together, Apple’s actions reveal a clear pattern.

The company is transitioning from a hardware-first era to a new cycle where:

AI, system integration, and ecosystem continuity are the core business priorities.

This includes:

deeper Apple Intelligence integration across every device,

  • cross-platform continuity for tasks
  • messaging
  • automation

new form factors like foldables and smart displays,

custom chips optimized for AI workloads,

and a broadened product catalog that appeals to more price segments.

Apple is no longer simply adding new devices — it is shaping an ecosystem that merges personal computing, smart home devices, and AI-enhanced daily workflows into a single, seamless experience.

Conclusion: Apple’s Most Ambitious Product Cycle in a Decade

The years 2026 and 2027 will likely be remembered as a turning point for Apple. For the first time in many years, the company is preparing:

a new device category (foldable iPhone),

a new smart home lineup,

a redesigned Mac strategy,

a modernized AI platform,

and a refreshed industrial design philosophy.

These changes signal Apple’s determination not only to stay competitive, but to redefine its role in an industry that is rapidly shifting toward AI-driven computing and multi-device ecosystems.

If Apple executes these plans successfully, the next two years could shape the foundation of Apple’s next decade — potentially making this period as important as the original launch cycles of iPhone, iPad, and Apple Watch.