On October 28, 2026, Apple announced the launch of its first laptop featuring a touchscreen, the MacBook Pro with ProLED XDR Display. This new model utilizes OLED technology for enhanced brightness, color accuracy, and viewing angles, and is powered by Apple's M5 Pro or Max chips. The laptop is lighter than previous pro models and runs on MacOS.
The 14-inch version will start at $2,899, while the 16-inch model will begin at $3,399, reflecting notable price increases compared to existing models. This launch is significant as it represents a departure from Apple's long-standing resistance to touchscreen laptops, a feature that has been common in Windows machines for years.
CEO John Ternus emphasized this shift, stating, 'Yes, for the very first time, we are bringing touch to the Mac.' The timing of this release is critical, as the laptop market is experiencing a severe downturn, with overall shipments projected to decline by 11% this year. Analysts attribute rising laptop prices to a global memory shortage driven by AI demands, which has negatively affected sales.
Apple's own shipments fell by 11% in the third quarter, highlighting the challenges it faces. Despite these hurdles, the Mac remains strategically important for Apple, generating $10.35 billion in sales last quarter, or nearly 10% of total revenue.
The company has also been actively enhancing its hardware lineup, with recent launches including new iMacs, MacBook Pros, and an iPad Mini, all featuring price increases. The introduction of the touchscreen MacBook Pro could attract developers and users who prefer a more versatile interface, potentially revitalizing interest in Apple's laptop offerings