Full Breakdown
Apple Announces sweeping Mac refresh and “Apple Upgrade” leasing program
7/23/2026, 11:30:07 AM
Planned Mac overhaul and new leasing service
Apple will refresh its entire Mac lineup and launch a subscription-style leasing program called Apple Upgrade. Bloomberg reports that the first updates will be a low-end 14-inch MacBook Pro with the new M6 chip and the first new iMacs in two years. Higher-end 14-inch and 16-inch MacBook Pros are slated to receive OLED touchscreens and M5 Pro or M5 Max processors, while a “MacBook Ultra” is expected to combine M5 Pro and M5 Max chips with an OLED display. The leasing service, built with Klarna Group Plc, is set to launch on July 28 and will cover most iPhone, Mac, iPad and Apple Watch models.
Background & context
Apple’s move aligns with growing demand for on-device AI performance, which has boosted Mac sales. A global memory-chip shortage forced Apple to raise prices on several Macs in June, a change Tim Cook linked to “soaring memory chip costs.” The Apple Upgrade program is intended to offset higher upfront costs.
Timeline
| Date (status) | Event |
|---|---|
| July 21 (occurred) | Bloomberg reported Apple was readying the Apple Upgrade leasing program. |
| July 22 (scheduled) | Bloomberg said Apple will roll out new versions of every Mac product, beginning with an entry-level 14-inch MacBook Pro with the M6 chip and a refreshed iMac. |
| Fall 2026 – early 2027 | Shipping window for the entry-level 14-inch MacBook Pro, the redesigned iMac, and the first OLED-screen MacBook Pros. |
| Late 2026 – early 2027 | Release of high-end 14-inch and 16-inch MacBook Pros with OLED panels and M5 Pro/Max chips. |
| 2027 | Introduction of a redesigned MacBook Air, a MacBook Pro with the M7 chip, and further OLED iMac models. |
| 2028 | OLED rollout to the MacBook Air and iMac. |
| July 28 (scheduled) | Launch of the Apple Upgrade leasing service. |
Data & statistics
- Chips: M5, M5 Pro, M5 Max, M6, M7, and A19 Pro.
- Displays: OLED touchscreens on high-end MacBook Pros; OLED iMac and later OLED MacBook Air.
- Leasing terms: 24-month leases for iPhone and Apple Watch; 36-month leases for Mac and iPad; soft credit check; no AppleCare; some devices excluded.
- Pricing pressure: Mac prices rose in June; the U.S. iMac now starts at $1,499, up from $1,299.
Official statements & responses
- Tim Cook said the memory-chip shortage made price increases “unsustainable” and stressed Apple’s effort to shield customers.
- An Apple spokesperson declined to comment on the leasing program.
- Bloomberg-sourced insiders said Klarna will back Apple Upgrade; Klarna’s shares rose 11% to $20.78 after the news.
Conflicting reports & gaps
- iMac processor: Bloomberg and Tom’s Guide cite an “as-yet-unannounced” chip, while macrumors could not confirm whether it will be an M5 or M6.
- OLED rollout schedule: Sources agree OLED will appear on Macs, but timelines differ—some place the first OLED iMac further out, others suggest 2028.
- MacBook Neo launch date: Bloomberg mentions periodic refreshes for the Neo line but gives no specific window.
What’s next
Apple Upgrade goes live on July 28, offering 24-month iPhone/Watch leases and 36-month Mac/iPad leases. The first refreshed Macs—entry-level 14-inch MacBook Pro with M6 and a new iMac—are expected to ship in fall 2026, with higher-end OLED MacBook Pros arriving late 2026 to early 2027. Subsequent updates, including OLED iMacs and a redesigned MacBook Air, are projected for 2027-2028, contingent on memory-chip supply.
