Apple took advantage of this week to strengthen its lineup, from entry-level to high-end. Here's the essential of the announcements.
iPhone 17e: more accessible, still very capable
The iPhone 17e completes the lineup with a more affordable model, but far from basic. It features a 6.1" Super Retina XDR display, A19 chip, 48MP camera with 2x optical telephoto, Ceramic Shield 2, and improved battery life. Apple also highlights Apple Intelligence integration and more generous base storage than before, for a launch price of around $700–750 depending on markets.
MacBook Neo: a new entry-level Mac
The MacBook Neo is the real surprise of the week: a new laptop designed to make Mac more accessible. With its A18 Pro chip, 13" Liquid Retina display, up to 16 hours of battery life, and aluminum design available in multiple colors, it clearly targets students and young professionals. Apple announces a starting price of $599 ($499 for education), making it its most affordable Mac to date.
MacBook Pro: M5, M5 Pro and M5 Max chips
The MacBook Pro lineup now features M5, M5 Pro and M5 Max chips, with significant gains in CPU, GPU, and AI performance. M5 Pro and M5 Max models offer up to 2x graphics performance compared to the previous generation, faster SSDs, and more base storage. Pricing-wise, Apple positions the new M5 MacBook Pros around $1,700, M5 Pro around $2,200, and M5 Max starting at about $3,600, depending on screen size and storage capacity.
In summary, Apple consolidates its ecosystem: a more accessible but modern iPhone, an entry-level Mac designed for AI and education, and M5 MacBook Pros built for demanding workloads and advanced artificial intelligence.
