Despite generating $33.7 billion in 2025 revenue, Apple’s Mac lineup remains the company’s fourth-largest business segment, trailing the iPhone, services, and other hardware categories.
Apple (NASDAQ: AAPL) is pushing to change that trajectory, unveiling a new 14-inch MacBook Pro and a redesigned iMac on Tuesday, both powered by its M6 chips that debuted in August.
The MacBook Pro carries a starting price of $1,999, while the iMac comes in at $1,499, with both products set to hit store shelves on November 6.
Apple is positioning the MacBook Pro toward college students, business professionals, and creative users, while the iMac is aimed squarely at families and small-business customers.
A standout hardware improvement on the MacBook Pro is its battery endurance, with Apple claiming the laptop can now deliver upwards of 24 hours of use on a single charge.
Both machines ship with Apple Intelligence capabilities, including the company’s Siri AI integration, continuing Apple’s push to embed artificial intelligence features across its entire product lineup.
Apple’s overall 2025 revenue reached $416.1 billion, with the iPhone alone accounting for $209.5 billion and the services division contributing $109.1 billion, dwarfing the Mac’s contribution.
Tuesday’s announcements are part of a broader and notably accelerated product launch cadence Apple has maintained throughout the second half of the year, spanning processors, desktops, AirPods, and wearables.
The Mac launches follow Monday’s debut of a refreshed iPad mini, which received an upgraded processor and a larger, improved display, adding to the growing list of fall hardware updates.
Apple is expected to close out this week’s announcements on Wednesday with what would be a historic product: the company’s first-ever MacBook equipped with a touchscreen.
Overshadowing some of the excitement around new hardware is the iPhone Duo, Apple’s most ambitious device, which is currently sold out with delivery estimates stretching into late January.
The Duo has also attracted unwanted attention after early user reports surfaced describing displays cracking along the hinge, prompting Apple to acknowledge the issue and direct affected customers to contact its support team for replacement devices.
Apple stock was largely unmoved by Tuesday’s Mac announcements, trading at $347.29, up 0.98% on the session as of mid-morning in New York.
