Apple Inc. AAPL -0.11%decrease; red down pointing triangle unveiled its latest iteration of the MacBook Pro, a move that will test its sway with consumers as demand for personal computers is expected to slump.
The Cupertino, Calif., company on Tuesday said its new MacBook Pro features its next-generation pro silicon chip that enables a more power-efficient performance and battery life, among other enhancements.
Apple said its new MacBook models are available to order in select countries and regions, with prices ranging from $1,999 to $2,499.
It will include the M2 Pro and M2 Max chips, Apple’s in-house designed chip. They are an evolution from its M1 chip, which positioned the company to control an essential component in its products and ignite sales.Â
The company’s business has proved largely resilient throughout the Covid-19 pandemic, even as broader slowdowns and global economic challenges have dragged down peers. But the iPhone maker’s pull with its largely loyal customer base will be tested as inflation and fears of a recession test consumers’ willingness to shell out on big-ticket purchases.
PC makers are expected to be in for another tough year after shipments fell sharply in 2022, with industry estimates not projecting a full recovery until 2024. HP Inc. and Dell Technologies Inc. signaled last year that a slump in demand for PCs is expected to stretch into 2023.
Apple shares, largely flat in Tuesday’s trading session, are down 22% over the past 12 months.
The PC making industry is projecting shipments won’t make a full recovery until 2024. An earlier version of this article incorrectly said a full recovery in 2024 wasn’t projected. (Corrected on Jan. 17)
