Apple launches first touch-screen MacBook Pro with OLED display, from $2,899

Apple unveiled a redesigned MacBook Pro on Oct 28 with a touch screen, the first Mac to support touch. It is also the first Mac with an OLED (organic light-emitting diode) display, which Apple calls PROLED XDR. Pre-orders opened Oct 28 in 30 countries and regions, including the US, and deliveries start Nov 6.

CEO John Ternus presented the laptop to media and analysts in Los Angeles. CNBC called it the third major product launch under Ternus. Apple had resisted touch on laptops for years: Steve Jobs called touchscreen laptops "ergonomically terrible" in 2010.

Prices and models

The laptop comes in 14-inch and 16-inch sizes, with a choice of M5 Pro or M5 Max chips. US starting prices:

CNBC reported that both starting prices are notable increases from existing models. The Korea Herald, citing Bloomberg, put the 14-inch premium at about $400 over the comparable model on sale. Apple keeps selling the existing mini-LED MacBook Pro models and the new M6 14-inch MacBook Pro alongside the touch models.

The display and design

The tandem OLED panel reaches up to 2,000 nits of peak brightness, with a 10,000,000:1 contrast ratio and a refresh rate up to 120Hz. The touch sensor is built into the panel, and macOS translates touches into clicks so many existing apps work with touch from the start.

The 14-inch model weighs 3 pounds and the 16-inch model 4 pounds, with up to 24 hours of battery life. The notch is replaced by a Dynamic Island, as on the iPhone. The chips are the same M5 Pro and M5 Max used in the MacBook Pro models launched in March, not the M6 chip in the other MacBook Pros announced the same week.

Who is exposed

Apple reported $10.35 billion in Mac sales in its most recent quarter, just under 10% of total revenue, according to CNBC. The laptop arrives in a weak PC market: market researcher IDC estimates total PC shipments fell 20% year over year in the third quarter, and Apple's own shipments fell 11%. CNBC reported that a global memory shortage driven by AI demand has pushed up laptop prices, and nearly all Macs got price increases in 2026.

IDC data show 17% of notebook PCs shipped globally in 2026 have touch screens. Touch laptops have long been available on Windows machines.

Samsung Display, a unit of Samsung Electronics, is the sole supplier of the OLED panels, the Korea Herald reported. Industry sources cited by the paper estimated orders of 2.5 million units through 2027. LG Display, which supplies OLED screens for the iPad Pro, is not expected to join the MacBook Pro supply chain before 2029, according to a source quoted by the Korean outlet The Elec.

What comes next

• Apple reports fiscal fourth-quarter results on Nov 2 at 1:30 p.m. Pacific time, followed by a call with Ternus and finance chief Kevan Parekh.
• The touch-screen MacBook Pro begins arriving to customers on Nov 6.