Watch Apple’s promo video for the new MacBook Pro with PROLED XDR Display

Apple is using a promotional push to position the new MacBook Pro as a flagship enterprise-grade endpoint, with a touchscreen, tandem OLED display, M5 Pro/M5 Max options, and up to 24 hours of battery life aimed at premium mobile productivity. For IT leaders, the strategic signal is that Apple is continuing to redefine its high-end Mac platform, which could drive refresh planning, user demand from executives and creative teams, and higher device acquisition costs that need to be balanced against productivity gains.