AAPL is in an accelerating downtrend, having broken decisively below the critical $280 support level with a -6.15% single-day decline, now printing fresh multi-week lows at $275.15. The fundamental backdrop has materially worsened with Apple hiking MacBook and iPad prices by up to 20% due to AI-driven chip cost inflation, which risks demand destruction and margin compression simultaneously, while AI Intelligence features remain largely in beta and excluded from EU and China markets. The combination of deteriorating technicals, a new cost-push headwind from the memory supercycle, and a 'sell the news' dynamic following WWDC 2026 creates a compelling short opportunity targeting the $255-$260 zone.