Apple unveils a touchscreen MacBook Pro with a 14" or 16" PROLED XDR display, a light-up Apple logo, M5 Pro and M5 Max, for $2,899+ and $3,399+ (Apple)

Apple’s new touchscreen MacBook Pro line signals a meaningful shift in the premium endpoint market, combining higher-performance M5 Pro/M5 Max silicon with a touch-enabled display that could accelerate creative, developer, and executive workflows. For CIOs, the strategic impact is twofold: it may strengthen Apple’s position in enterprise fleets while raising the bar for user experience and device standardization, especially for organizations that support high-value mobile workers and power users.