Apple has introduced its latest generation of MacBook Pro, iPad Pro, and Vision Pro devices, all powered by the new M5 chip. These upgraded models promise significant performance improvements compared to their predecessors.
The new MacBook Pro lineup starts at $1,599, while the 11-inch iPad Pro begins at $999. The latest Apple Vision Pro headset, now featuring a Dual Knit Band, starts at $3,499. Customers can already preorder these devices, with official sales starting on October 22.
M5 chip delivers major performance boost
Apple claims that the M5 chip offers up to four times the peak compute performance compared with the M4. This advancement positions the new devices to handle more demanding AI workloads and professional applications.
“M5 delivers a huge boost to AI workloads,” said Johny Srouji, Apple’s senior vice president of Hardware Technologies.
Stable pricing despite trade concerns
Despite market speculation about potential price increases tied to former President Donald Trump’s tariff policies, Apple has kept the starting prices for its new M5-powered products consistent with the previous generation. Analysts have been watching closely to see whether Apple would pass on higher costs or absorb them internally.
Sales outlook and product significance
Although the iPad and MacBook lines are not as dominant as the iPhone in Apple’s overall revenue, they remain critical to the company’s ecosystem. In the June quarter, Apple reported $6.58 billion in iPad sales—a year-over-year decline of 8%—and $8.05 billion in Mac sales, marking a 15% increase.
The Vision Pro headset, though included in Apple’s wearables category alongside the Apple Watch and AirPods, contributes minimally to total revenue. Analysts estimate that Vision Pro sales remain negligible compared to iPhone revenue.
Apple’s strategy for the holiday season
The timing of this release aligns with Apple’s traditional strategy to refresh its top-selling products before the holiday shopping rush. Following September’s launch of the iPhone 17 and Apple Watch Series 11, these M5-powered devices strengthen Apple’s product portfolio for the lucrative December quarter.
Given that iPhone sales accounted for nearly half of Apple’s total revenue—around $45 billion in the June quarter—the company is clearly preparing to sustain strong demand heading into the end of the year.
