[2][3][4] Kim has been profiled in publications including The New York Times and hailed as "Apple Rumor King" owing to his work on MacRumors.

[10] MacRumors publishes news articles about Apple, including, but not limited to, its product development operations, software, services, supply chain, corporate affairs, and retail aspects.

During Apple events, where the company unveils new products and services, MacRumors operates a liveblog and publishes articles in real-time.

Apple has a famously intense culture of corporate secrecy that inspires interest in its upcoming product announcements and speculation.

[13] It scrutinizes the source of information posted on the website and uses an evidence-based approach, assessing track records, corroboration, and plausibility of rumors in relation to Apple's past behavior and overall history – seeking to provide an accurate picture of the company's behind-the-scenes endeavors.

[2] MacRumors primarily functions as an aggregator of rumors from other sources rather than posting exclusive leaks to avoid legal difficulties.

[2] Nevertheless, MacRumors occasionally breaks original stories, such as revealing the name of the iPad using trademark filings in prior to its announcement in 2010.

MacRumors hosts a specialized "Buyer's Guide" to help average shoppers avoid buyer's remorse by clarifying when is a good time to buy a particular Apple device based on the timing of its introduction, how long the company usually waits to refresh the product, and rumors about impending hardware updates.

[1] MacRumors has a corresponding YouTube channel hosted by video producer Dan Barbera that provides content related to the website's coverage, including noteworthy Apple rumors, new product launches, reviews, tutorials, and more.

It is hosted by Barbera and senior editor Hartley Charlton, and the podcast is offered in both audio and video formats on various platforms.

The podcast often features prominent YouTubers and industry figures as guests, such Rene Ritchie,[18][19] iJustine,[20][21] and John Gruber.

MacRumors is a high-traffic monetized internet business that offers banner ads, conducts affiliate marketing, and sells video, newsletter, and podcast sponsorship.

[3] At least two independent studies have directly linked MacRumors coverage of news and rumors to Apple (ticker symbol "AAPL") stock returns.

Its impact is lessened during the period following Apple’s official announcements because "new information has already been received and absorbed by the market through previous leakages".

[29] In 2002, Kim screenshot and published details about schematic drawings of a new, aluminum case for the Power Mac G5 that were initially posted on MacRumors' forum.

[39] Later that year, the company hired four full-time employees, increasing the site's capacity to cover Apple news and rumors.

[55][56] In 2023, Kim was interviewed on an episode of The MacRumors Show podcast recorded in Orlando, Florida to discuss the history of the website.

[59][60] American actor, comedian, producer, and screenwriter Jason Segel is a MacRumors reader and often brings up his affection for the website publicly.

In the DVD commentary for 2008 comedy film Forgetting Sarah Marshall, Segel told Mila Kunis that he enjoyed learning about Apple's upcoming releases and was a fan of MacRumors.

[62] When promoting "Otherworld" in 2017 alongside Kirsten Miller, Segel once again mentioned his fondness for MacRumors, commenting that "Every morning when I wake up I immediately go on to macrumors.com to see what's new".