Apple Inc. on Tuesday introduced refreshed MacBook Air and MacBook Pro models powered by its latest M5-series chips, alongside significant increases in base storage, as it looks to stimulate demand in a softening global PC market.
The updated lineup features the new M5 chip in the MacBook Air and higher-end configurations of the MacBook Pro equipped with the M5 Pro and M5 Max processors. Apple says the new silicon delivers improved performance, enhanced power efficiency and stronger on-device AI capabilities.
MacBook Air: More Storage at Lower Effective Price
The 13-inch MacBook Air now starts at $1,099 and comes standard with 512GB of storage—double the base storage offered in the previous generation. Earlier, customers had to pay $1,199 to get a 512GB configuration, effectively making the new model a price cut for the same storage tier.
Apple began transitioning from Intel processors to its in-house M-series chips in 2020, a move that significantly boosted performance and battery life while helping the company differentiate itself from Windows-based PC manufacturers.
MacBook Pro Gets M5 Pro and M5 Max Upgrades
The 14-inch MacBook Pro models powered by the M5 Pro chip now start at $2,199 and include 1TB of storage as standard—up from 512GB in many earlier base models.
With this strategy, Apple is increasing base specifications while keeping headline prices largely unchanged, offering consumers more value without visibly raising entry-level costs.
Competing in a Challenging PC Market
The broader PC industry has experienced uneven demand in recent years, as consumers and businesses delay upgrades following the pandemic-driven buying surge. Vendors have been competing aggressively on pricing amid rising component costs.
Memory components such as DRAM and NAND flash—essential for performance and storage—have seen price hikes due to constrained supply, as chipmakers prioritise manufacturing for AI-driven applications.
iPhone 17e Also Debuts
In a related announcement, Apple on Monday launched the more affordable iPhone 17e, starting at $599. The company also doubled the base storage on the device to 256GB, aligning with its broader strategy of offering higher standard configurations across product lines.
With the M5-powered MacBook refresh and storage upgrades, Apple appears to be reinforcing its premium positioning while responding to market pressures through improved value propositions.
