Apple on Tuesday unveiled new MacBook Pro and MacBook Air models powered by the latest M5 chips, as well as an updated Studio Display lineup, its biggest Mac update in more than a year.

The move gives Apple a new chance to revive demand for Macs while making the broader case that more artificial intelligence work will be moved to the devices themselves, rather than just to the cloud.

The announcements come at a critical time for Apple’s Mac business, which saw sales fall nearly 7% to $8.39 billion in the holiday quarter, well below analysts’ expectations. nearly $9 billion. These new machines are designed to let people upgrade, especially those still using older Intel-era systems or early M-series devices.

But they’re also more expensive, with tight memory supplies driving up costs as vendors favor the more lucrative artificial intelligence data center market over consumer hardware.

The MacBook Air starts at $1,099 for the 13-inch model (originally $999) and $1,299 for the 15-inch model (originally $1,199), with Apple doubling the base storage capacity to 512GB.

MacBook Pro prices have also become pricier, with the 14-inch M5 Pro starting at $2,199 and the 16-inch M5 Max starting at $3,899, a $400 increase over its predecessor.

To justify the higher price, Apple has raised the starting storage floor for the Pro series, with M5 Pro models now starting at 1TB and M5 Max models starting at 2TB.

But more important is performance. Apple is positioning the M5 Pro and M5 Max as real upgrades for heavier workloads, especially artificial intelligence.

The company says the new MacBook Pro can process large language model cues nearly four times faster than comparable M4-based machines and eight times faster than M1 models, all without sacrificing battery life.

It’s at the heart of Apple’s push to make Macs a more reliable platform for running advanced artificial intelligence tools locally — an increasingly important feature for businesses looking to keep sensitive data outside of cloud servers.

Apple has also updated its display lineup, replacing the outdated Pro Display XDR with the new two-layer Studio Display series.

The base model starts at $1,599, while the high-end Studio Display XDR starts at $3,299 and adds features for more demanding professional use cases, including higher brightness, mini-LED backlighting, and faster refresh rates.

That makes Tuesday’s announcements a clear shift toward the more value-focused products Apple unveiled on Monday, which include An updated version of the low-priced iPhone.

The broader strategy appears unchanged, though: Give customers stronger reasons to upgrade at multiple price points without diluting the high-end offering.

It will also look at what might happen on Wednesday.

If Apple launches its rumored low-cost MacBook, it would be the clearest sign yet that it is expanding its lineup in two directions this week, hoping to attract first-time Mac users, Windows and Chromebook switchers and iPhone users who have never owned a Mac while retaining high-end buyers.