Apple CEO Tim Cook joins Apple employees at the Apple store as customers line up for the release of Apple new iPhone 17 models in New York on Sept. 19, 2025.
Angela Weiss | AFP | Getty Images
Apple announced new MacBook Pro, iPad Pro and Vision Pro models on Wednesday with an updated M5 chip that allows them to run faster than their predecessors.
The new MackBook Pro models start at $1,599 and go on sale Oct. 22. The 11-inch iPad Pro starts at $999.
The new devices, which are immediately available for pre-order, are Apple’s latest additions to its fall catalog of products.
The company released the iPhone 17 and Apple Watch Series 11 models in September. Apple typically follows that up with updated laptops, iPads or other devices in October.
Apple’s December quarter is its largest quarter by sales, driven by holiday and Christmas shopping. That is why the company usually updates its best-selling products in the fall. This year, it’s the first full quarter of iPhone 17 sales as well.
Wednesday’s announcement comes as Wall Street analysts are closely watching Apple’s new releases to see if the company is raising prices or eating costs related to President Donald Trump’s announced and threatened tariffs, especially on semiconductors and China.
While iPads and MacBooks aren’t as critical for Apple as iPhone sales, they are still massive businesses.
Apple reported $6.58 billion in iPad sales in the June quarter, an 8% decrease on an annual basis that the company attributed to difficult comparisons to the year-ago quarter when new iPad Pros were released.
Mac sales in the June quarter came in at $8.05 billion, a 15% increase on a year-over-year basis. Apple released a new version of what it calls its best-selling laptop, the MacBook Air, earlier this year.
Apple has never broken out figures for the Vision Pro headset but they are included alongside Apple Watch and AirPods sales in the company’s wearables, or other products, line item. Analysts believe the company’s Vision Pro revenue is negligible.
MacBook, iPads and Vision Pro put together are significantly less than Apple’s iPhone revenue, which accounted for over 47% of revenue in the company’s June quarter at just under $45 billion. Wall Street analysts tend to focus on iPhone sales and growth over the company’s secondary product lines.
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