{"id":3467,"date":"2026-10-29T09:04:18","date_gmt":"2026-10-29T04:04:18","guid":{"rendered":"https:\/\/ipp-news.com\/?p=3467"},"modified":"2026-10-29T09:04:18","modified_gmt":"2026-10-29T04:04:18","slug":"apple-shows-pricey-touchscreen-laptops-a-first-for-the-iphone-maker","status":"publish","type":"post","link":"https:\/\/ipp-news.com\/?p=3467","title":{"rendered":"Apple shows pricey touchscreen laptops, a first for the iPhone maker"},"content":{"rendered":"
\n

Apple CEO John Ternus unveiled the company\u2019s first touchscreen MacBooks on Wednesday, abandoning a long-held aversion to the technology as it caps a burst of product launches ahead of the holiday shopping season.<\/strong><\/p>\n

On stage at an Apple event in Los Angeles, Ternus showed a MacBook Pro \u200bmodel with an organic light-emitting diode (OLED) display, playing up the display\u2019s contrast, sharpness and brightness in front of an audience of content creators and \u200ccreative professionals.<\/p>\n

He also said the company would return to a glowing logo on the back of the laptops.<\/p>\n

\u201cLook, we love the Mac, and it\u2019s the reason why so many of us found our way to Apple in the first place. And the Mac has never been better, and it\u2019s never been stronger,\u201d Ternus said on Wednesday.<\/p>\n

The event is part of a media blitz filled with new product launches since \u200bTernus \u2014 a longtime Apple hardware executive \u2014 took over as CEO at the start of last month.<\/p>\n

He launched a folding iPhone, Duo<\/a>, at Apple\u2019s Silicon Valley headquarters in September \u200band a smart home hub<\/a> in New York earlier this month.<\/p>\n

While those products will test new markets for Apple, the Los Angeles event \u2060could rekindle an old question: should Apple put the touchscreens that it made mainstream in iPhones and iPads in its oldest product line?<\/p>\n

Apple executives long resisted the idea, with \u200bSteve Jobs saying in 2010 that touchscreens on laptops were \u201cergonomically terrible\u201d and then-CEO Tim Cook saying in 2012 that such devices would be as pleasing to users as converging a toaster \u200band a refrigerator.<\/p>\n

Before becoming Apple\u2019s CEO, Ternus argued that Apple already made a touchscreen computer with its iPad lineup.<\/p>\n

But touchscreens have been widely available on Windows devices for more than a decade.<\/p>\n

With the iPhone nearing its two-decade anniversary, a new generation of buyers expects screens to respond to touch.<\/p>\n

\u201cI believe they were always wrong on pushing back on touch, and this is the long arm of \u200breality setting in,\u201d said Anshel Sag, an analyst at Moor Insights & Strategy. \u201cSome things are purely inevitable.\u201d<\/p>\n

<\/a>How will customers respond?<\/strong><\/h3>\n

A key question for Apple is how customers will respond. The \u200bcompany has seen an uptick in Mac sales, but much of that growth has been among technology enthusiasts and businesses buying the machines to handle AI tasks on-device.<\/p>\n

The new MacBook Pro with the touchscreen \u200cstarts at $2,899 \u2060for the 14-inch model with the M5 Pro chip, while the highest-end configuration starts at $4,799 for the 16-inch model with the more powerful M5 Max chip. The new 16-inch model is 0.7 pounds lighter than the older, non-touchscreen model.<\/p>\n

Apple said on Wednesday the new MacBook Pro is available for pre-order starting Wednesday and would go on sale on November 6.<\/p>\n

\u201cThis is going to be towards creators, towards designers, towards photographers, people that are going to leverage that high fidelity screen, and many of whom have grown up tapping on screens, editing \u200bon tablets, on phones, etc,\u201d said Tom Mainelli, \u200bhead of IDC\u2019s Device & Consumer Research Group.<\/p>\n

To \u2060guard against burn-in, a common OLED flaw where images from long-running apps leave permanent marks on the screen, Apple redesigned the chassis to draw warm air away from the display and used the computing power in its M5 chips to keep the screen refreshed.<\/p>\n

\u201cYou can \u200bexpect an OLED to last as long as your typical LCD screen. Apple came out of the gate firing in terms \u200bof putting together both a \u2060very vibrant display and then adding the touch,\u201d Mainelli said.<\/p>\n

Still, some analysts questioned how much headway Apple can make in a market dominated by enterprise buyers, where rivals such as Lenovo, HP and Dell offer cheaper devices.<\/p>\n

PC makers shipped 33.4 million touchscreen notebooks in 2025, up 22% from a year earlier and 16% of all notebooks shipped, according to IDC.<\/p>\n

The average selling price for \u2060the devices \u200bwas around $1,009, much lower than Apple\u2019s products.<\/p>\n

The cheapest touchscreen laptop Apple unveiled on Wednesday also costs more than \u200ban entry-level iPhone, MacBook, iPad with accessories, Apple Watch and AirPods combined.<\/p>\n

But the expanding lineup of products and prices suggests that the company is chasing budget-conscious buyers without losing its premium customers, an early sign of \u200bhow Ternus might broaden its appeal.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Apple CEO John Ternus unveiled the company\u2019s first touchscreen MacBooks on Wednesday, abandoning a long-held aversion to the technology as it caps a burst of product launches ahead of the holiday shopping season. On stage at an Apple event in Los Angeles, Ternus showed a MacBook Pro \u200bmodel with an organic light-emitting diode (OLED) display, playing up the display\u2019s contrast, sharpness and brightness in front of an audience of content creators and \u200ccreative professionals. He also said the company would return to a glowing logo on the back of the…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":["post-3467","post","type-post","status-publish","format-standard","hentry","category-english"],"gutentor_comment":0,"_links":{"self":[{"href":"https:\/\/ipp-news.com\/index.php?rest_route=\/wp\/v2\/posts\/3467","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipp-news.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipp-news.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipp-news.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ipp-news.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3467"}],"version-history":[{"count":0,"href":"https:\/\/ipp-news.com\/index.php?rest_route=\/wp\/v2\/posts\/3467\/revisions"}],"wp:attachment":[{"href":"https:\/\/ipp-news.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3467"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipp-news.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3467"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipp-news.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3467"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}