The company’s latest ad isn’t about the iPhone. Technically, it’s about the Mac, but really, it’s about Apple and what the company wants you to think about what it stands for. And, it’s a reminder of a very different era for the company. The ad opens with the flicker of a cursor on a blank screen and a voice that sounds both familiar and true.

Apple shares are trading higher on Monday after Loop Capital upgraded the technology giant's stock and substantially increased its price target, signaling confidence in the company's growth trajectory ahead.

Since the latest iPhones on the block have a 17 or an Air in their names, there’s suddenly a chance to pick up last year’s models at significantly lower prices.

Rumors hint that Apple will launch a foldable phone with the iPhone 18 late next year. It is trying to catch up to archrival Samsung.

Apple Inc. updated its top-of-the-line iPad Pro, Vision Pro headset and 14-inch MacBook Pro, rounding out a series of product refreshes ahead of the crucial holiday-shopping season.

Apple Inc. has hit pause on a planned overhaul to its Vision Pro headset to redirect resources toward a more urgent effort: developing smart glasses that can rival products from Meta Platforms Inc.

The firm’s revised target reflects the company’s strong iPhone upgrade demand, double-digit growth in the Services segment, and new product momentum ahead of Apple Inc.

Apple surpasses Microsoft to become the world’s second-most valuable firm as iPhone 17 sales soar and Loop Capital lifts its price target to $315.

John Sculley, the former CEO of Apple Inc. (NASDAQ: AAPL), has identified OpenAI as major competitor to Apple in years. He also predicted that AI will lead to a shift to subscription-based business models.

Apple Inc. says it did nothing wrong in choosing to partner with OpenAI rather than Elon Musk’s xAI when it added generative artificial intelligence to its iPhone operating system

Hon Hai Precision Industry Co., Ltd. has mandated banks and is set to hold investor calls this week ahead of a debut euro bond sale by the Apple Inc. supplier.

OpenAI said today it has bought a company called Software Applications Inc., which is building an artificial intelligence-based natural language interface for Apple Inc.’s Mac computers.