Apple Inc, after successfully betting this month that consumers are willing to pay US$2,000 (RM8,166) or more for a foldable iPhone, is preparing to test their appetite for another pricey new product: touch-screen laptops.
The company plans to unveil new 14in and 16in high-end MacBook Pro models at its Pro and Tell event on Oct 28, adding more expensive options above the existing lineup. The devices will feature so-called OLED XDR touch displays and a Dynamic Island element – both firsts for a Mac – while pushing starting prices to new heights.
Apple has discussed charging US$2,899 (RM11,385) for the new 14in model with an M5 Pro chip, according to a person with knowledge of the matter. That’s US$400 (RM1,633) more than the current M5 Pro version, introduced in March and subsequently subjected to a price increase in June.
The existing 16in MacBook Pro without a touch screen starts at US$2,999 (RM12,244), suggesting that the new version will cost at least US$3,399 (RM13,877). The larger model could theoretically command an even steeper premium than its smaller counterpart. Apple plans to continue selling the non-touch versions alongside the new machines.
A spokesperson for Cupertino, California-based Apple declined to comment.
At a Los Angeles launch, Apple will appeal directly to content creators, influencers and media-editing professionals, who it believes make up the bulk of its target audience for the new machines.
At US$2,899 (RM11,835), the 14in model would mark the highest starting price for a new MacBook Pro model, surpassing the US$2,799 (RM11,427) Apple charged for a 17in version introduced in 2006. The pricing would also put Apple among the most expensive makers of touch-screen laptops, alongside premium offerings from Dell Technologies Inc that also feature OLED displays.
The decision to finally bring touch screens to the Mac came roughly four years ago, when former chief executive officer Tim Cook greenlit the project, in part because it had become one of the most-requested features among customers. "He said we should just do it,” according to a person with knowledge of the decision.
John Ternus, Cook’s successor as CEO and Apple’s former hardware chief, oversaw development of the new computers, working closely with the company’s software teams. Ternus believed Apple had fallen behind in the area and indicated internally that touch screens had become table stakes for laptops, making it time for the company to embrace the technology.
The move represents a major reversal for Apple, whose executives spent nearly two decades dismissing the idea of touch-screen laptops, arguing that the technology was poorly suited to the Mac’s design and ergonomics.
Bloomberg News first reported in January 2023 on Apple’s plans to bring touch screens to the MacBook Pro and subsequently detailed the new displays, software interface, processors and design changes.
Apple plans to begin taking preorders for the new models on Oct 28, alongside the new iPad mini, 14in MacBook Pro with an M6 chip and refreshed iMac introduced earlier this week. The touch-screen MacBook Pros could go on sale as early as Nov 6, matching the other new products.
Beyond the displays, the revamped MacBook Pros will retain the general appearance of the current models while featuring thinner screen borders, a slightly slimmer design and a noticeably lighter body. Apple has also redesigned the hinge system to keep the display from moving when users tap it.
The company has reworked the cooling system as part of the internal redesign, helping reduce weight while improving airflow through the hinge.
Though Apple hasn’t eliminated the ergonomic challenges that its executives originally cited as reasons to reject touch-screen laptops, it has reworked the macOS Golden Gate software to accommodate the feature. The updated software includes dial-like menus that appear around a user’s finger, while continuing to emphasise the keyboard and trackpad as the primary ways to interact with the computer.
The first touch-screen MacBook Pros will use processors introduced earlier this year, but Apple is already developing follow-up versions with M7 Pro and M7 Max chips for next fall, Bloomberg News has reported. The company is also working on a lower-end M7 MacBook Pro that will adopt the updated design next year.
Apple additionally plans to introduce new MacBook Air and MacBook Neo models in 2027, followed by a Mac Studio with an M7 Ultra processor in 2028.
The products are part of a multiyear overhaul of the Mac lineup aimed at capitalising on demand fueled by artificial intelligence and the popularity of Apple’s homegrown chips.
The new Macs won’t be Apple’s last release of the year. Its new HomeView smart home device and updated Apple TV box go on sale Nov. 13. – Bloomberg
