Apple has officially revealed the next generation of its MacBook Pro, iPad Pro, and Vision Pro lineup, all powered by the company’s new M5 chip. The announcement marks Apple’s latest step in advancing AI-focused performance across its devices ahead of the holiday season.
The updated MacBook Pro starts at $1,599, the 11-inch iPad Pro at $999, and the Vision Pro headset at $3,499. All three models are now available for preorder in most regions and will officially launch on October 22.
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A Faster Future with the M5 Chip
Apple says the new M5 processor offers four times the peak compute performance of the previous M4 chip, setting a new benchmark for professional and creative workloads. According to Johny Srouji, Apple’s senior vice president of Hardware Technologies, the M5 chip “delivers a huge boost to AI workloads,” signaling Apple’s growing emphasis on artificial intelligence across its ecosystem.
Part of Apple’s Fall Product Wave
This release follows Apple’s iPhone 17 and Apple Watch Series 11 launch in September, rounding out its annual fall lineup. The company traditionally refreshes its key products during this period to capture strong holiday quarter sales, which remain its most profitable of the year.
Pricing Strategy and Market Outlook
Despite global concerns over tariffs on semiconductors and Chinese imports, Apple has kept its pricing consistent with last year’s models. Analysts are watching closely to see how the M5 generation performs in markets where consumers are becoming more cost-conscious.
While MacBook and iPad sales don’t match the scale of iPhone revenue, they remain vital to Apple’s broader ecosystem. In the June quarter, Apple reported $6.58 billion in iPad sales (down 8% year-over-year) and $8.05 billion in Mac sales (up 15%). Vision Pro sales remain undisclosed, bundled under Apple’s “Wearables and Other Products” category, which also includes the Apple Watch and AirPods.
Looking Ahead
With the M5 chip setting new performance standards and AI integration becoming central to Apple’s strategy, this latest lineup positions the company for another strong holiday season. The real test, however, will be how consumers respond to Apple’s push toward high-end, AI-ready devices amid rising competition in the tech market.
