Apple’s “big week” product push rolled out across hands-on media events in New York, London and Shanghai this week, with company CEO Tim Cook framing the announcements as an effort to expand Apple’s lineup with more budget-friendly options. The changes include new iPhone and MacBook tiers aimed at lower-cost buyers, along with updated iPad Air models and refreshed display and laptop components. All of the new devices were set to be available for preorder starting Wednesday, the company said.
Among the most prominent additions is Apple’s new iPhone 17e. The iPhone 17e is priced to start at $599 and is positioned as an update to Apple’s more budget-friendly phone lineup. Apple said the device keeps the same A19 chip used in the base iPhone 17, while increasing storage to 256GB, and it pairs that with a new 48-megapixel camera system. Apple also said the iPhone 17e includes a C1X modem for faster cellular speeds and uses its Ceramic Shield 2 system for scratch protection.
For the display, Apple said the iPhone 17e uses a super retina display, but with a slightly smaller screen than the base iPhone 17 and a slightly lower refresh rate. Apple also said the iPhone 17e includes MagSafe with Qi2 support for wireless charging convenience. The iPhone 17e comes in black, white and light pink, and Apple said the 17e is $200 cheaper than the base iPhone 17.
Apple’s tablet refresh also extends into the midrange with updated iPad Air models. Apple said the iPad Air M4 uses an M4 chip, while the top-end iPad Pro model uses the newer M5 chip. Apple said the M4-equipped iPad Air is designed to handle streaming, web browsing, email and video editing, and it also includes Apple’s updated C1X modem in cellular configurations for faster connections.
Apple also emphasized memory upgrades without raising the price. The company said it increased the iPad Air’s RAM from 8GB to 12GB, keeping the iPad Air positioned as an upgrade that targets everyday use cases. Apple set pricing at $599 for the 11-inch iPad Air and $799 for the 13-inch model, with both configurations starting at 128GB of storage.
In laptops, Apple said it added chip and connectivity upgrades across the Pro lineup and introduced new entry-level options. Apple announced updated high-end Pro chips, including the M5 Pro and M5 Max, and said the changes target higher performance for intensive use alongside improved battery efficiency. Apple also said the updated 14-inch MacBook Pro with an M5 Pro chip would ship with 24GB of RAM and 1TB of storage, priced at $2,199 after a $200 increase compared with 2024’s base M4 Pro model.
For the 16-inch MacBook Pro, Apple said the model already comes standard with the highest tier M5 Pro chip set and starts with 24GB of RAM and 1TB of storage, priced at $2,699 after a $200 increase from the previous model. Apple said both Pro models keep the same display and front-facing camera, but add networking capabilities supporting Wi-Fi 7 and Bluetooth 6.
Apple also unveiled the “MacBook Neo,” a new entry-level 13-inch laptop presented at the on-site event. The company said the MacBook Neo uses an A18 Pro chip, includes 256GB of storage, and offers two USB-C ports while including 8GB of RAM. Apple said a 512GB configuration adds a Touch ID sensor. Apple set the 256GB MacBook Neo at $599 and the 512GB option at $699, and it said students and other educators can preorder either model with a $100 discount.
Apple said the MacBook Neo represents the company’s most aggressive bid to grow in the affordable laptop market, where competitors include Google Chromebooks and lower-cost Windows devices. In addition to the Neo, Apple announced a refreshed MacBook Air using its base M5 chip, doubling base storage from 256GB to 512GB while keeping 16GB of RAM. Apple said the updated Air also includes the same connectivity upgrades as the Pro models, and it set the 13-inch Air starting price at $1,099 and the 15-inch Air starting at $1,299.
For desktops and display accessories, Apple announced two new 5K monitors: a 27-inch Studio Display and a Studio Display XDR. Apple said both monitors include 5,120 by 2,880 resolutions, embedded 12MP Center Stage cameras, six-speaker audio systems, two Thunderbolt 5 ports and two USB-C ports. Apple said the XDR model adds mini-LED backlighting, improved contrast and dimming zones, and a 120Hz refresh rate, while the standard edition is capped at 60Hz.
Apple priced the standard 27-inch Studio Display at $1,599 and set the Studio Display XDR at $3,299, and said upgrade options are available for both monitors. The company’s announcements come as Apple continues to highlight the latest hardware features across its phone, tablet, laptop and display lines as preorder begins Wednesday.