Apple’s next wave of iPads and MacBooks could reshape its growth story as prices climb across.
Apple is reportedly gearing up for a major hardware push in 2027 that goes well beyond a typical annual refresh. According to a Bloomberg report cited by Seeking Alpha, the company is testing new iPad Pro models and developing a redesigned MacBook Pro, setting the stage for what could become one of its most consequential product cycles in years.
The news arrives as Apple outpaces several of its Big Tech peers. Apple shares have climbed roughly 14%, well ahead of the broader market’s 9% gain. Even so, the company faces pressure to prove its devices remain exciting as investors scrutinize its artificial intelligence strategy and shoppers hold onto their devices longer between upgrades.
Adding to the tension, Apple CEO Tim Cook recently told The Wall Street Journal that rising memory and storage costs are making price increases nearly unavoidable across the product lineup. While Cook didn’t share exact figures, industry estimates suggest the next iPhone Pro could see costs climb by close to $270, Other analysts have offered more modest projections, estimating increases between $50 and $200 depending on the model.
Against that backdrop, 2027 could test whether Apple still has enough new ideas to impress consumers, rattle competitors and reassure Wall Street.
A refreshed iPad Pro lineup takes shape
Reports indicate Apple is testing four new iPad Pro models for a possible spring 2027 release. The devices are expected to retain the current 11 inch and 13 inch screen sizes, suggesting the redesign will focus on internal upgrades like faster processors and improved thermal performance rather than a new look.
The iPad Pro currently starts at $999 for the 11-inch Wi-Fi version and $1,299 for the 13-inch model. A performance boost could help Apple maintain its grip on the premium tablet market, particularly as AI features demand more computing power from mobile devices.
The MacBook Pro redesign may carry more weight
While the iPad Pro update is notable, a redesigned 14 inch MacBook Pro, reportedly code named K104, could matter even more to Apple’s broader growth trajectory. The device could arrive as early as the first half of 2027. The current 14 inch MacBook Pro with the M5 chip starts at $1,599.
Mac sales reached $8.4 billion in Apple’s most recent reported quarter, up from $7.95 billion the year before, accounting for about 7.6% of total company revenue. Apple’s broader products division generated $31 billion in gross profit on $80.2 billion in sales, while total company net income hit $29.6 billion.
Analysts see room for growth in the Mac lineup
Market watchers already view the Mac business as more than a secondary revenue stream. Roughly half of Mac buyers today are new to the platform, a trend that could support continued upside as more users trade in older laptops for newer models.
Apple’s lower-priced Mac strategy is also seen as an opening into a $20 billion segment currently dominated by Chromebooks and budget Windows machines. The MacBook Neo, a lower-cost model that debuted earlier this year, shipped 1.1 million units in its first quarter on the market, marking one of the strongest Mac launches in recent memory. Analysts have pointed to the timing as ideal, noting that Windows 10’s end of support and hardware requirements for Windows 11 have left many PC users searching for alternatives.
Apple’s earnings outlook remains strong heading into its next hardware cycle. Analyst consensus estimates project earnings per share of $8.75 for fiscal 2026 and $9.61 for fiscal 2027, reflecting growth of more than 17% this year and nearly 10% the following year. The company’s forward price-to-earnings ratio is expected to ease slightly over that same period.
With renewed momentum in the Mac lineup and a potentially bigger iPad Pro update on the way, Apple’s 2027 hardware reset could add a meaningful new chapter to its earnings story, even as the company navigates rising costs across its supply chain.