Apple (AAPL) is reportedly prepping for a 2027 hardware push that will go beyond the usual chip refresh.
The Cupertino giant is testing new iPad Pro models and working on a redesigned MacBook Pro, a Bloomberg report cited by Seeking Alpha noted, setting up what could become one of its more important product cycles in years.
It comes at a time when Apple is riding strong momentum, while its other Magnificent 7 peers lag the broader market. According to Seeking Alpha, Apple stock has gained roughly 14%, blowing past the broader market’s 9% gain.
Nevertheless, Apple has been under considerable duress trying to prove its devices can stay compelling as investors question its AI strategy and consumers weigh longer upgrade cycles.
Moreover, in a Wall Street Journal interview, Apple CEO Tim Cook recently sounded the alarm on surging memory and storage costs, saying they are making price increases on products “unavoidable.”
Though a dollar amount wasn’t disclosed, MacRumors, citing TechInsights, estimates Apple might have to bump prices on the iPhone 18 Pro by about $270 to protect margins. Meanwhile, IDC’s Nabila Popal told Tom’s Guide the hike could be $50 to $100 initially, but possibly as much as $200 on Pro Max models.
As a result, Apple’s next iPad Pro might be huge and may deliver the familiar performance boost, but another product in the pipeline could carry the bigger market signal.
For a company often criticized for incremental updates, 2027 could test whether Apple still has enough hardware surprises left to move consumers, competitors, and Wall Street.
What Apple may be quietly setting up for 2027
According to reports, Apple is testing four new iPad Pro models for a possible spring 2027 launch.
The devices are expected to keep the current 11-inch and 13-inch sizes, suggesting Apple might not be planning a major external redesign for the tablet line.
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Instead, the upgrade appears likely to focus on what is inside the device, including faster chips and possibly better thermal performance.
For context, the iPad Pro remains Apple’s premium tablet, with the current M5 iPad Pro starting at $999 for the 11-inch Wi-Fi model and $1,299 for the 13-inch Wi-Fi model, according to Apple’s 2025 launch pricing.
A quicker version could help Apple defend the high end of the tablet market, especially as AI features demand more processing power.
The bigger signal might be coming from the Mac.
Apple is also reportedly working on a redesigned entry-level 14-inch MacBook Pro, code-named K104, potentially arriving as early as the first half of 2027. The current 14-inch MacBook Pro with M5 starts at $1,599, making any redesign important for both consumers and investors.
Consequently, 2027 could potentially become the year Apple turns hardware into a clearer AI-growth story.
Justin Sullivan/Getty Images
Why the redesigned MacBook Pro could steal the spotlight
The iPad Pro might be the more buzzworthy story, but the redesigned 14-inch MacBook Pro could matter more to Apple’s growth story.
For color, in Apple’s latest reported quarter, Mac sales were up to $8.4 billion, up from $7.95 billion a year earlier, or about 7.6% of total company sales and 10.5% of product revenue.
Apple doesn’t break out Mac profit, but its products business produced $31 billion of gross profit on $80.2 billion in sales, while the company’s net income reached $29.6 billion.
In addition, market analysts have already been treating Apple’s Mac lineup as more than a side business.
Wedbush said roughly 50% of Mac buyers are still new to the platform, arguing that Apple’s lower-cost Mac push could add incremental upside to Mac estimates as consumers upgrade older laptops, Investing.com reported.
Analysts also see Apple’s lower-priced Mac strategy as a possible way to spread its tentacles into a $20 billion market dominated by Chromebooks and cheaper Windows PCs.
For perspective, back in March, TheStreet tech expert and reporter Vuk Zdinjak explained how the now smash-hit MacBook Neo was more than a cheap Apple laptop.
He argued that a $599 device gave Apple its first big shot at the dominant $500 to $1,000 laptop bracket, where price-sensitive Windows buyers usually live.
The MacBook Neo shipped 1.1 million units in its debut quarter, which was the strongest Mac launch in recent years, according to MacRumors.
Zdinjak’s broader point was all about timing. He argued that with Windows 10’s end of support and Windows 11’s TPM hurdle, millions of PC users were left frustrated or stuck, leaving a big opening for Apple.
What Apple’s hardware reset could mean for investors
For investors, Apple’s reported 2027 hardware reset could be huge and could be far bigger than another round of spec upgrades.
The Mac is already showing signs of renewed momentum and comes at a time when Apple needs to wow customers amid looming price increases.
On the earnings front, Apple has delivered multiple quarters of double-digit year-over-year sales growth, along with sizable earnings beats.
According to Seeking Alpha consensus estimates, Apple’s earnings are likely to continue growing, with EPS projected at $8.75 for fiscal 2026 and $9.61 for fiscal 2027. That points to 17.35% growth in 2026 and another 9.76% in 2027, while the forward PE is shown easing from 35.25x to 32.12x.
A stronger 2027 hardware cycle, spearheaded by refreshed iPad Pros and a redesigned MacBook Pro, could therefore add another layer to that earnings growth story.
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