Apple unveiled a broad refresh of its hardware lineup, introducing new MacBook Pro models powered by M5 Pro and M5 Max chips, updated external displays, a refreshed iPad Air, and the new iPhone 17e. The announcements reinforce Apple’s strategy of driving performance upgrades while emphasizing advanced AI processing directly on device.
The new 14-inch MacBook Pro with M5 Pro starts at $2,199 in the U.S., while the 16-inch configuration with M5 Max reaches up to $3,899. Student pricing is available at lower entry points. Apple also introduced a new MacBook Air powered by the M5 chip, which maintains the same design as its predecessor but benefits from the upgraded silicon.
M5 Chips Focus on Performance and On-Device AI
The M5 Pro and M5 Max chips are positioned as performance-focused upgrades aimed at professionals working with AI models, high-end creative software, and demanding computational tasks. Apple emphasized enhanced neural engine capabilities and improved efficiency, reinforcing its push toward on-device AI rather than cloud-reliant processing.
Alongside the laptops, Apple launched updated Studio Display models, including a standard Studio Display priced at $1,600 and a higher-end Studio Display XDR at $3,300. The monitors are designed to complement the performance gains of the new MacBook Pro lineup.
As previously covered, Apple’s silicon strategy continues to differentiate it from competitors by tightly integrating hardware and software. The company is leaning into AI performance at the device level, positioning its chips as capable of handling advanced workloads without relying solely on external servers.
iPad Air M4 and iPhone 17e Expand Lineup
The company also introduced a new iPad Air powered by the M4 chip, marking the second major product reveal this week. The updated tablet now includes 12 GB of RAM, up from 8 GB previously, and integrates the N1 and C1X connectivity chips derived from recent iPhone models. It supports Wi-Fi 7 and maintains the same pricing structure, starting at $599 for the 11-inch 128 GB Wi-Fi version and reaching $1,449 for the 13-inch 1 TB cellular configuration.
In addition, Apple revealed the iPhone 17e, with the base model starting at $599 and offering 256 GB of storage as standard. Preorders open Wednesday, March 4, with retail availability beginning March 11.
The broad hardware refresh suggests Apple is prioritizing incremental but meaningful performance upgrades over radical redesigns. Investors will likely focus on whether AI-enhanced devices can drive upgrade cycles and sustain revenue momentum in a competitive consumer electronics market.