This article first appeared on GuruFocus.
Apple (AAPL, Financials) is kicking off the holiday season with a fresh lineup of devicesall built around its new M5 chip. The company introduced updated versions of its MacBook Pro, iPad Pro, and Vision Pro on Wednesday, giving customers more power and speed across its product family.
The new MacBook Pro starts at $1,599, the 11-inch iPad Pro starts at $999, and the latest Vision Pro headset, which includes a more comfortable Dual Knit Band and new features with visionOS 26, starts at $3,499. All three are available to preorder now and go on sale globally on Oct. 22.
Apple said the new M5 chip offers four times the computing performance of the M4, with a major focus on AI processing. Johny Srouji, Apple’s senior vice president of Hardware Technologies, said the M5 is built to deliver a huge boost to AI workloads, signaling how central artificial intelligence has become to the company’s product strategy.
The timing of the release follows Apple’s usual fall playbookrolling out new hardware before the critical December quarter, when holiday spending drives its strongest results. This season also marks the first full quarter of iPhone 17 sales, launched last month alongside the Apple Watch Series 11.
Analysts say Apple’s M5 launch could help spark another wave of upgrades, especially as consumers look for faster performance and better AI integration. The company is betting that by bringing more AI power directly into its devices, it can stay ahead in a market increasingly defined by intelligence and speed.