Apple shows pricey touchscreen laptops, a first for the iPhone maker

Apple CEO John Ternus introduced the company's inaugural touchscreen MacBooks on Wednesday, signaling a shift in the tech giant's stance on the technology. Ternus, who recently assumed the CEO role, showcased a MacBook Pro model featuring an organic light-emitting diode (OLED) display during an Apple event in Los Angeles. He emphasized the display's superior contrast, sharpness, and brightness, addressing content creators and creative professionals in attendance.

Ternus also announced the return of a glowing logo on the back of the laptops. The company plans to offer a limited number of iPhone Duo models with an inner display, challenging Samsung and competing with Google, Huawei, Vivo, and Motorola in the global market. Ternus stated, "We love the Mac, and it's the reason why so many of us found our way to Apple in the first place.

And the Mac has never been better, and it's never been stronger." This announcement is part of a series of product launches following Ternus's appointment as CEO, following his previous tenure as a hardware veteran at Apple. The event included the unveiling of a folding iPhone, Duo, and a smart home hub. While these products will explore new markets for Apple, the Los Angeles event may reignite the debate on whether Apple should incorporate touchscreens in its traditional laptop line.

Apple executives previously opposed the idea, citing ergonomic concerns and comparing such devices to combining a toaster and a refrigerator. However, former Apple CEO Steve Jobs had previously dismissed the notion in 2010, while then-CEO Tim Cook deemed touchscreen laptops unappealing to users in 2012. Ternus argued that Apple had already introduced a touchscreen computer with its iPad lineup.

Analysts predict the introduction of touchscreens in MacBooks is an inevitable trend, given the widespread availability of touchscreens on Windows devices and the growing expectation among buyers that screens should respond to touch. The M6 MacBook Pro and iMac, featuring faster on-device AI performance, were also unveiled at the event.

The M6 MacBook Pro, starting at $2,899 for the 14-inch model with the M5 Pro chip, and the 16-inch model starting at $4,799 for the more powerful M5 Max chip, are now available for pre-order, with sales commencing on November 6. The 16-inch model is 0.7 pounds lighter than the older, non-touchscreen version.