Apple released its first touchscreen laptop, the MacBook Pro with ProLED XDR OLED display, in 14-inch and 16-inch versions starting at $2,899 and $3,399, respectively. The new models are lighter than Apple’s current pro laptops, use M5 Pro or M5 Max chips and run MacOS, with touch gestures allowing users to manipulate images and videos. The launch marks a major reversal for Apple, which had resisted touchscreen laptops for decades, and is the third major product release under new CEO John Ternus. The laptop market is struggling, with worldwide notebook shipments projected to fall 11% this year, PC shipments dropping 20% in the third quarter and Apple’s shipments declining 11%, partly because of higher memory prices. The launch underscores the Mac’s growing strategic importance for Apple, which generated $10.35 billion in Mac sales in its most recent quarter, as it competes in local AI and responds to the iPhone Fold.
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