Apple Prepares to Launch Touch-Screen MacBook Pro Models Starting at $2,899

Apple Inc. is preparing to introduce touch-screen laptops to its lineup, testing consumer willingness to pay higher prices for advanced hardware features. The company plans to reveal new 14-inch and 16-inch high-end MacBook Pro models at an event in Los Angeles on Wednesday.

The upcoming devices will feature OLED XDR touch displays and a Dynamic Island element, both of which are firsts for a Mac. Apple has discussed charging $2,899 for the new 14-inch model equipped with an M5 Pro chip. This proposed price point represents a $400 increase over the current M5 Pro version introduced in March and later adjusted in June. Meanwhile, the existing 16-inch MacBook Pro without a touch screen starts at $2,999, indicating that the new touch-screen version will cost at least $3,399. Apple will continue to sell the non-touch versions alongside the new machines.

A spokesperson for Cupertino, California-based Apple declined to comment on the pricing and product details. The launch event specifically targets content creators, influencers, and media-editing professionals as the primary audience for these high-end options.

At $2,899, the new 14-inch model establishes a record starting price for a new MacBook Pro, exceeding the $2,799 price tag of a 17-inch version introduced in 2006. This pricing aligns Apple with other makers of touch-screen laptops, such as Dell Technologies Inc., which also offer OLED display configurations.

The decision to incorporate touch screens into the Mac originated roughly four years ago under former Chief Executive Officer Tim Cook following customer requests. John Ternus, Cook’s successor as CEO and former hardware chief, oversaw the development and worked alongside software teams to integrate the technology. This move marks a reversal for Apple executives who previously spent nearly two decades dismissing touch screens on laptops due to design and ergonomic considerations.

Preorders for the new models are scheduled to begin on Wednesday, alongside an updated iPad mini, a 14-inch MacBook Pro with an M6 chip, and a refreshed iMac. The touch-screen MacBook Pros could become available for purchase as early as November 6.

The updated MacBook Pros maintain the general appearance of current models while featuring thinner screen borders, a slimmer design, and a lighter body. Apple has redesigned the hinge system and the internal cooling system to accommodate screen tapping and improve airflow. The macOS Golden Gate software has also been adjusted to support dial-like menus that appear around a user's finger, while retaining the keyboard and trackpad as primary input methods.

Apple is already developing follow-up versions featuring M7 Pro and M7 Max chips for the following fall, along with a lower-end M7 MacBook Pro slated for next year. Additional releases, including new MacBook Air and MacBook Neo models, are planned for 2027, followed by a Mac Studio with an M7 Ultra processor in 2028 as part of a multiyear Mac lineup overhaul.

"Apple's decision to introduce touch screens to the MacBook Pro highlights how even established market leaders must adapt to evolving customer demands over time. By targeting high-end creative professionals with premium pricing, Apple is testing consumer price elasticity for advanced display technologies. For businesses and hardware manufacturers, this strategy demonstrates the importance of continuously reassessing legacy product designs to capture high-value market segments." — Dr. Shishir Gupta, Founder & CEO, StartupLanes