Apple highlights the seven new products available today

Apple has highlighted all of the new products which went on sale this morning, both online and in Apple stores around the world.

Unsurprisingly, the company positions the MacBook Neo as the headline news among the seven new products …

Here’s what Apple has to say about each new piece of hardware.

MacBook Neo

“Powered by Apple silicon, MacBook Neo effortlessly handles all of a user’s daily tasks, from browsing and streaming to photo editing and exploring creative hobbies. It even supercharges AI capabilities across a user’s favorite apps, all while running completely silent thanks to its fanless design. Looking sharp and sounding great while staying connected is easy with the 1080p FaceTime HD camera and dual mics, and with up to 16 hours of battery life, users can power through their entire day on a single charge.

The portable and durable aluminum enclosure has a stunning 13-inch Liquid Retina display and is available in four gorgeous colors: blush, indigo, silver, and citrus. Starting at $599, MacBook Neo is Apple’s most affordable laptop ever.”

The company has also created window graphics to draw further attention to the arrival of its most affordable ever laptop.

IPhone 17e

“iPhone 17e joins the iPhone 17 family as a powerful and more affordable option, featuring exceptional performance with the latest-generation A19 and a 48MP Fusion camera to capture stunning photos and videos. The 6.1-inch Super Retina XDR display with Ceramic Shield 2 offers 3x better scratch resistance than the previous generation and reduced glare. iPhone 17e supports fast wireless charging with MagSafe and access to a vast ecosystem of accessories like chargers and cases.

Available in three elegant colors with a premium matte finish — black, white, and a beautiful new soft pink — iPhone 17e starts at 256GB of storage, double the entry storage from the previous generation at the same starting price — $599.”

M5 MacBook Air

“Powered by M5, the new MacBook Air has a faster CPU and next-generation GPU, enabling MacBook Air to power through a variety of workflows, from creative projects to complex AI tasks.

Available in 13-inch and 15-inch models, MacBook Air comes in sky blue, midnight, starlight, and silver, and now comes standard with double the starting storage at 512GB.”

M5 Pro and M5 Max MacBook Pro

“With the all-new M5 Pro and M5 Max, the new MacBook Pro features a new CPU with the world’s fastest CPU core, a next-generation GPU with a Neural Accelerator in each core, and higher unified memory bandwidth, altogether delivering up to 4x AI performance compared to the previous generation, and up to 8x AI performance compared to M1 models.

Available in 14-inch and 16-inch sizes, the new MacBook Pro comes in space black and silver, and now starts with 1TB of storage for M5 Pro and 2TB of storage for M5 Max.”

M4 iPad Air

“M4 brings a significant boost in performance to iPad Air, empowering users to be productive and creative wherever they are. With a faster CPU and GPU, iPad Air boosts tasks like editing and gaming, and is a powerful device for AI. Featuring enhanced connectivity, game-changing iPadOS 26 capabilities, a powerful app ecosystem, and support for accessories like Apple Pencil Pro and Magic Keyboard, iPad Air delivers a remarkable and versatile experience for anyone who wants to do more on iPad.

Available in two sizes and four gorgeous finishes, the 11-inch iPad Air is super portable, while the 13-inch model provides an even larger display for those who want more space to multitask. And even with the big jump in performance, iPad Air has the same starting price as the previous generation.”

Studio Display

“The new Studio Display pairs excellent visual quality with compelling features that deliver a great experience when connected to a Mac across a range of professional workflows.”

Studio Display XDR

“The all-new Studio Display XDR is the world’s best pro display, with its 27-inch 5K Retina XDR display with a mini-LED backlight, 2000 nits of peak HDR brightness, 120Hz refresh rate, and wider color gamut featuring P3 wide and Adobe RGB.

Both displays include a 12MP Center Stage camera with Desk View, a studio-quality three-microphone array, an immersive six-speaker sound system with Spatial Audio, and powerful Thunderbolt 5 connectivity.”

• Official Apple Store on Amazon
• Apple’s iPhone cases: iPhone 17 | iPhone 17 Pro and Pro Max | iPhone Air
• Wireless CarPlay adapter (2026 update)
• AirTag holders and accessories
• Mac Pro-style Mac mini casing
• NordVPN – privacy-first VPN with no logs and independent audits to verify

Image: Apple. Store photo: 9to5Mac.