NEW YORK (AP) — Apple CEO Tim Cook has heralded a "big week" of product announcements, showcasing a series of new devices at hands-on media events held in New York, London, and Shanghai. The highlights include a new budget-friendly iPhone trim, an entry-level MacBook tier, updated iPad Air models, refreshed monitors, and enhanced chipsets. This announcement comes on the heels of Apple's record quarterly earnings, spurred by strong sales of the iPhone 17 models, despite unfulfilled promises regarding improvements to Siri's AI capabilities for 2024.
As part of its strategic push into the affordable technology market, Apple introduced the iPhone 17e and the MacBook Neo. The iPhone 17e is designed for budget-conscious consumers and starts at an appealing price of $599, making it $200 cheaper than the base iPhone 17 model. This updated device incorporates the same A19 chip found in the iPhone 17, offering increased storage capacity of 256GB compared to the previous 16e's 128GB. The 48-megapixel camera and C1X modem promise enhanced cellular performance and faster speeds. Additionally, while the display is slightly smaller and less bright than that of the iPhone 17, it maintains the super retina display quality and includes MagSafe with Qi2 support for convenient wireless charging.
Alongside the iPhone update, Apple unveiled the midrange iPad Air M4, which runs on the slightly older M4 chip but still provides robust performance for streaming, web browsing, email, and video editing. The new iPad Air also benefits from a RAM upgrade to 12GB without changing its price, retailing for $599 for the 11-inch version and $799 for the 13-inch model—both starting with 128GB of storage. Cellular variants also feature the updated C1X modem for improved connectivity.
The Premier MacBook Pro lineup received significant chip upgrades with the introduction of the M5 Pro and M5 Max chips, offering enhanced performance for intensive tasks and improved battery efficiency. These updates, however, come with an increase in price. The 14-inch MacBook Pro, now equipped with the M5 Pro chip, is priced at $2,199—$200 more than its predecessor. The 16-inch model, which comes standard with the M5 Pro, starts at $2,699. Both models retain their displays and front-facing cameras while gaining networking capabilities that support Wi-Fi 7 and Bluetooth 6.
Apple's freshly announced entry-level MacBook Neo makes a notable debut at the event. This 13-inch laptop is powered by the A18 Pro chip, offers 256GB of storage, and is designed for affordability at $599. An upgraded model with 512GB of storage is available for $699 and includes a TouchID sensor for added security. Special pricing is available for students and educators, with a $100 discount on both models.
Additionally, a refreshed MacBook Air has been launched, now featuring the base M5 chip along with an upgrade in storage capacity from 256GB to 512GB. While it maintains 16GB of RAM, it includes the same connectivity enhancements seen in the Pro models. The price for the 13-inch Air has risen to $1,099—$100 more than the previous M4 Air model—while the 15-inch variant starts at $1,299.
Apple also announced its new 27-inch Studio Display and Studio Display XDR monitors, both sporting 5K resolutions of 5,120 x 2,880, built-in 12MP Center Stage cameras, and high-quality audio systems. Both monitors include two Thunderbolt 5 ports and two USB-C ports. The Studio Display is priced at $1,599, while the more advanced XDR model, featuring mini-LED backlighting and an improved refresh rate of 120Hz (compared to 60Hz for the standard model), is available for $3,299.
