Apple Launches First Touchscreen MacBook Pro in Shift From Long Strategy

Apple announced its first laptop with a touch screen on Wednesday, called the MacBook Pro with ProLED XDR Display. The new device runs on Apple's M5 Pro or Max chips and features an OLED display that offers higher brightness, better colors, and wider viewing angles while weighing less than current pro models. The 14-inch version starts at $2,899, while the 16-inch version costs at least $3,399, marking a notable price increase from existing options. Both models go on sale on November 6.

Background

This release marks a major reversal for Apple, which resisted adding touchscreens to its laptops for decades while Windows machines featured them. CEO John Ternus noted during the live media event in Los Angeles that the company is bringing touch to the Mac for the very first time. Past executives like Craig Federighi argued in 2018 that touch ergonomics would fatigue users, and Ternus himself defended indirect input in 2021 before taking over as CEO. The launch is the third major product under Ternus, following a busy two months of hardware releases.

Market Context

The new laptop arrives during a severe slump in the personal computer market, with global shipments expected to drop 11% this year. IDC data shows total PC shipments fell 20% year-over-year in the third quarter, while Apple shipments dropped 11%. Higher laptop prices driven by a global memory shortage have hurt consumer demand, with former CEO Tim Cook previously calling the memory price situation unsustainable. Despite generating less revenue than the iPhone, with Mac sales hitting $10.35 billion in the most recent quarter, the Mac remains vital for developers and local AI applications, with companies like Meta utilizing Mac Minis for testing agents.

Context

Apple historically kept touch interfaces on iPads rather than Macs, maintaining a clear line between mobile and desktop software designs. Industry analysts note that touchscreen notebooks account for only 17% of global shipments this year. The transition under new leadership suggests a renewed effort to attract software developers and adapt to changing hardware demands.