March 3 (GeokHub) - Apple on Tuesday introduced a refreshed lineup of MacBook Air and MacBook Pro laptops featuring its latest M5-series processors and increased base storage, as the company looks to stimulate demand in a global PC market facing softer consumer spending and rising component costs.
The update includes a redesigned MacBook Air equipped with Apple’s new M5 chip, alongside higher-end MacBook Pro models powered by the M5 Pro and M5 Max processors. Apple said the new chips deliver significant improvements in speed, energy efficiency and on-device artificial intelligence performance.
More Storage at the Same Starting Price
The 13-inch MacBook Air now starts at $1,099 and comes standard with 512GB of storage — double the base capacity offered in the previous generation. Previously, customers had to pay $1,199 to access the same 512GB configuration, effectively making the new model a better-value entry point.
Meanwhile, the 14-inch MacBook Pro powered by the M5 Pro chip starts at $2,199 and includes 1TB of storage as standard, up from 512GB in many earlier base models. Apple appears to be maintaining headline pricing while upgrading baseline specifications, a strategy aimed at strengthening value perception without broad price cuts.
Continued Push for In-House Silicon
Since transitioning away from Intel processors in 2020 to its proprietary M-series silicon, Apple has emphasized performance gains and longer battery life as key differentiators from Windows-based competitors. The M5 generation continues that strategy, with enhanced processing capabilities designed to handle AI workloads directly on the device.
The move comes as the broader PC industry grapples with uneven demand. Following a surge in laptop purchases during the pandemic, consumers and businesses have slowed upgrade cycles. Vendors have responded with aggressive pricing strategies to remain competitive.
Memory Costs Add Pressure
The refresh also arrives at a time when memory component prices — including DRAM and NAND flash — have risen sharply due to constrained supply and increased demand driven by artificial intelligence infrastructure. Higher base storage configurations may help Apple better align its product offerings with market expectations while offsetting cost pressures through pricing stability.
On Monday, Apple also expanded its smartphone lineup with the launch of the iPhone 17e, an entry-tier model starting at $599 and now offering 256GB of storage as standard.
With upgraded hardware and increased baseline storage across devices, Apple appears focused on reinforcing its premium positioning while addressing value concerns in a cautious consumer environment.
