CUPERTINO: Apple Inc. on Tuesday unveiled a new lineup of MacBook laptops, with prices starting at $1,099, as the technology giant seeks to bolster demand in a global PC market facing contraction and ongoing memory chip shortages.
The refreshed range includes updated MacBook Air and MacBook Pro models, which remain central to Apple’s personal computing segment and its broader strategy of advancing custom silicon.
The 13-inch MacBook Air variant is priced from $1,099, while the MacBook Pro series powered by the new M5 Pro chip starts at $2,199.
Since transitioning from Intel processors to its in-house M-series chips in 2020, Apple has highlighted improvements in performance and battery efficiency. The move to proprietary silicon has enabled the company to further differentiate its devices from Windows-based PC manufacturers.
Although the Mac business contributes a smaller share of overall revenue compared to the iPhone, it remains strategically significant for Apple, particularly within the education sector, creative industries and premium consumer markets.
Industry analysts note that the latest hardware refresh comes at a time when global PC shipments have been under pressure, with component supply constraints and cautious consumer spending affecting demand.