Mark Gurman
Mark Gurman is a Bloomberg News journalist who leads coverage of Apple and consumer technology, reporting on the company’s products, business performance, and demand.
Apple’s Holiday Revenue Outlook Faces Pressure From Memory and Siri Costs
Apple’s holiday-quarter revenue forecast of 7% to 10% growth exceeded Wall Street expectations, but a warning of higher memory costs and Siri AI expenses weighed on the stock. Bloomberg’s Mark Gurman said the margin pressure could persist through fiscal 2027, while higher iPhone prices make revenue a less reliable measure of unit demand. He also said supply constraints on the new iPhone Duo could push sales into later quarters.
The iPhone Duo’s Appeal Depends on App Support and Camera Trade-Offs
Gear Live’s Andru Edwards says Apple’s first foldable iPhone offers a compelling personal phone, but its unoptimized apps and missing telephoto camera keep it from replacing the iPhone 18 Pro for his work. In a discussion with Bloomberg’s Mark Gurman, Edwards also describes the compromises he noticed after a week of testing, while Gurman argues that Apple moved up and expanded the launch despite limited production, leaving many customers facing long waits.
Apple’s Next HomeView Could Turn Its Screen Toward Whoever Is Speaking
Bloomberg’s Mark Gurman says Apple is already developing a higher-end HomeView with a robotic limb that would swivel the screen toward whoever is speaking. Unlike the $299 model, which users must reposition themselves, the proposed device would use visual and voice cues to identify a person and turn toward them. Gurman estimates it could cost more than $800 and arrive next year or the year after.
Apple Bundles HomeView With Cameras and a Thermostat in Smart-Home Push
Apple is pitching its new smart-home lineup as a ready-made setup, rather than a standalone display, Bloomberg’s Mark Gurman says. The $299 HomeView combines a HomePod with a screen for personalized household information and controls, alongside a thermostat and cameras that Apple is also introducing. Gurman says the package could make it easier for customers to assemble an Apple-powered home without piecing together products from different sellers.
Apple Ties Its New Smart-Home Lineup to a New Siri AI
Bloomberg’s Mark Gurman says Apple plans to use a new Siri AI to connect a smart-home hub, an updated HomePod Mini and a new Apple TV, framing the lineup as a reboot of the company’s home strategy. He calls the reset overdue, though his account does not explain how Siri will link the devices in practice.
Apple’s Smart Home Reset Adds LG-Made Locks, Doorbells, and Thermostats
Bloomberg’s Mark Gurman says Apple is planning a smart-home push that pairs a new hub and Apple-made devices with accessories developed with LG Electronics, including a doorbell, lock and thermostat. He describes the LG partnership as unusual because LG has not made smart-home products before, and says the accessories would give households familiar starting points for building an Apple-connected home.
John Ternus Takes a Hands-On Role in Apple’s Design Studio
Apple CEO John Ternus is taking a more hands-on role in design, working directly with the teams responsible for industrial and interface design, Bloomberg’s Mark Gurman says. In Bloomberg Tech, Gurman argues that the shift marks a change from Tim Cook’s more limited involvement, as Ternus brings his engineering experience to the CEO’s office. The effects may take years to appear in products, given the length of Apple’s development cycles.
Apple Explores a Screenless Band for Sleep and Fitness Tracking
Apple is investigating a screenless fitness band that would focus on health and workout tracking, Bloomberg’s Mark Gurman reports. He says it could be easier to wear overnight and last longer between charges than an Apple Watch, putting it in competition with devices such as Whoop and Oura. The project remains exploratory, with no dedicated development track toward release, Gurman says.
Apple Prices Its First Foldable iPhone at $1,999
Bloomberg’s Mark Gurman argues that Apple’s $1,999 iPhone Duo is designed to make foldables feel less like an unfinished category, with a less visible crease, stronger construction and resistance to water and dust, despite trade-offs in telephoto capability and battery life. He says Apple is containing the headline U.S. price while looking to higher storage tiers and international pricing to protect margins, and is positioning the larger iPhone within an AI strategy that makes the phone the center of a user’s devices, data and context.
Apple’s Foldable iPhone Targets China With a 4:3 Display
Bloomberg’s Mark Gurman reports that Apple is preparing to introduce its first foldable iPhone, the product of roughly a decade of development and the company’s largest iPhone design change in years. He argues that limited initial production—seven million to 10 million units—and stronger foldable demand in China make it a strategic premium device rather than a near-term mass-market seller. Apple’s differentiator, Gurman says, is a 4:3 unfolded display designed to resemble an iPad in landscape orientation.
Ternus Takes Charge as Apple Prepares Its First Foldable iPhone
Mark Gurman says John Ternus takes over as Apple CEO with strong hardware credentials but a distinct management challenge: unlike Tim Cook, he is rising from peer to boss of a veteran executive team. His first major launch is expected to center on Apple’s first foldable iPhone, priced above $2,000, as longtime marketing chief Phil Schiller moves closer to retirement.
John Ternus Takes Apple Helm as Cook Retains Operational Control
Bloomberg’s Mark Gurman says John Ternus’s September 1 appointment as Apple chief executive will be a gradual succession: Tim Cook is expected to remain closely involved in operations, procurement and government relationships. But Gurman expects Ternus, Apple’s hardware engineering chief and iPhone development leader since 2020, to bring more decisive personal control to final decisions as the company prepares a major run of new devices.
Mac Mini Starts at $900 Amid AI Demand and Chip Shortages
Apple is raising the entry price of its desktop Macs as customers buy Mac minis and Mac Studios for local AI processing and memory and silicon shortages constrain supply. The Mac mini now starts at $900, up from $600, while an M5 Ultra Mac Studio starts at about $5,500. Bloomberg’s Mark Gurman presents Apple and Oura as companies seeking more value from premium hardware: Apple through higher-priced computing capacity, and Oura through subscriptions alongside device sales; he reports Oura’s IPO could raise up to $3 billion at a valuation above $16 billion and says its hardware and service margins are strong.
Apple Cuts Vision Pro Teams to Expand Siri AI Infrastructure
Apple is cutting more than 200 jobs across Vision Pro, Siri and Intelligent Systems Experiences as it redirects resources toward AI, Bloomberg’s Mark Gurman reports. He characterizes the Vision Pro reductions as a conventional retrenchment—including the elimination of its gaming-initiatives team and less in-house immersive-video production—while the software cuts are intended to make room for engineers building Siri’s new AI infrastructure, voice assistant and upgraded Apple Intelligence.
Apple Uses Monthly Payments to Accelerate Device Upgrade Cycles
Bloomberg’s Mark Gurman says Apple’s upgrade program is designed to recast a $1,000-plus hardware purchase as a manageable monthly payment, encouraging customers to replace devices more often. The company can then benefit not only from recurring payments but also from reselling returned devices and reusing their parts, he argues. But the strategy depends on inventory: Gurman says shortages of the latest MacBook Air could frustrate customers ready to trade in.
M4 MacBook Pro Leads Apple’s Staged AI Hardware Roadmap
Bloomberg’s Mark Gurman reports that Apple is preparing a broad Mac refresh spanning iMacs, Mac minis, Mac Studios and MacBook Pros, with an M4 MacBook Pro expected this fall and new MacBook Air and Mac Pro models next year. He argues that Apple’s response to AI demand will arrive in stages: near-term chip upgrades first, then a far later touchscreen OLED MacBook Pro powered by M5 chips, followed by M6 models designed more explicitly around on-device AI workloads.
Camera Glasses Face a Privacy Test Beyond Hardware
Bloomberg’s Mark Gurman argues that Samsung’s Z Fold 8 offers a practical preview of Apple’s expected foldable, using a wide-open format to make reading, video, gaming and multitasking more usable than on a conventional phone. Samsung’s planned camera-equipped smart glasses point to a harder problem for the broader wearables market, he says: comparable hardware will not matter if companies cannot persuade bystanders that they are not being recorded without their consent.
Apple Leasing Program Sets Fixed Upgrade Cycles Across Devices
Apple plans to replace its existing financing and iPhone upgrade offers with a Klarna-backed leasing program that requires customers to return devices or pay a buyout fee at the end of fixed terms, according to Bloomberg’s Mark Gurman. Gurman argues that lower monthly payments could make increasingly expensive Apple hardware more accessible while creating scheduled moments for customers to upgrade. The program would extend the model beyond iPhones to Apple Watches, iPads and Macs.
Apple Plans OLED iPad Mini as China AI Requires Local Partners
Apple is preparing its largest iPad mini overhaul in five years, led by an OLED display, as it readies updates to the Pro, Air and entry-level models, Bloomberg’s Mark Gurman reports. Gurman says the hardware push follows iPad price increases of $100 to $200 and is meant to give customers more visible reasons to upgrade. In China, he says Apple Intelligence would retain Apple’s on-device models but rely on Baidu and Alibaba technology, with model updates subject to periodic government approval.
Apple Lawsuit Threatens OpenAI’s Access to Hardware Talent
Apple’s trade-secrets lawsuit against OpenAI could complicate the AI company’s effort to build a consumer device by making former Apple hardware talent more cautious about joining, Bloomberg’s Mark Gurman argues. Apple alleges that OpenAI’s recruiting, including under hardware chief and former Apple executive Tang Tan, involved confidential information and prototypes; OpenAI denies any interest in other companies’ trade secrets. Gurman reports that OpenAI remains on track to announce a device this year and ship it in 2027, but says the litigation may reshape its hiring environment well before the facts are tested in discovery.
Apple Expands Broadcom Spending While Bringing Wireless Chips In-House
Bloomberg’s Mark Gurman says Apple’s expanded Broadcom deal is less a straightforward supplier-retention move than a redefinition of Broadcom’s role in Apple’s hardware stack. Apple is committing more than $30 billion in US-focused chip spending, including investment in Broadcom’s Colorado facility, while designing more of its own wireless components. Gurman argues Broadcom is being pushed out of its former core position in Bluetooth and Wi-Fi chips but remains important in RF filters for Apple’s in-house modems and ASIC work tied to Apple Intelligence servers.
Apple Extends Broadcom Deal Through 2031 for Server-Side AI Chips
Bloomberg’s Mark Gurman says Apple’s expanded Broadcom agreement, which runs through 2031 and covers custom chips for multiple generations of Apple products, is chiefly about server-side AI silicon rather than another connectivity component for consumer devices. He says Broadcom is working on technology for a new Apple server chip, known internally as Baltra, as Apple moves its Apple Intelligence infrastructure beyond repurposed Mac processors toward purpose-built ASICs.
Apple Raises Mac and iPad Prices as Memory Costs Climb
Bloomberg’s Mark Gurman says Apple’s latest price increases are an unusually broad response to higher memory and storage costs tied to AI data-center demand. The increases hit Macs, iPads, home devices and Vision Pro, with the sharpest demand risk in categories where buyers have cheaper alternatives, especially iPads, Apple TV and HomePod. Gurman also reads Apple’s wording as leaving room for another round, potentially including the iPhone and Apple Watch when new models arrive in September.
Meta Moves Smart Glasses Down-Market With First Own-Brand Models
Bloomberg’s Mark Gurman says Meta’s first smart glasses under its own brand mark a shift from the company’s reliance on Ray-Ban and Oakley partnerships toward more control over design, branding and price. The new $300 glasses, still made by EssilorLuxottica, have the same capabilities as Meta’s existing models but create a cheaper entry tier; Gurman also says Meta is seriously considering camera-free versions that could be lighter, less expensive and less exposed to privacy concerns.