Apple has started selling its latest lineup of hardware worldwide, both online and through Apple Store locations, following the announcement made last week. The company introduced seven products in total, ranging from a new entry-level MacBook to upgraded Macs, iPads, and displays. Customers can now order these devices online or walk into stores to see them in person, though stock levels vary by location.
According to Apple, each product focuses on stronger performance, improved connectivity, and features designed for everyday computing tasks and creative work.
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MacBook Neo leads the new lineup
The MacBook Neo serves as the centerpiece of the launch and introduces a fanless design powered by Apple silicon. Apple says the laptop handles everyday tasks such as browsing, streaming, photo editing, and creative hobbies without producing noise because the system runs without a cooling fan.
The laptop features a 13-inch Liquid Retina display inside a durable aluminum enclosure and includes a 1080p FaceTime HD camera with dual microphones for clearer video calls. Apple states the device delivers up to 16 hours of battery life on a single charge. The MacBook Neo comes in blush, indigo, silver, and citrus finishes and starts at $599 in the United States.
iPhone 17e adds performance at a lower price
Apple also introduced the iPhone 17e as a more affordable member of the iPhone 17 family. The device runs on the new A19 chip and includes a 48-megapixel Fusion camera designed to capture detailed photos and video.
The phone features a 6.1-inch Super Retina XDR display with Ceramic Shield 2 protection that Apple says offers better scratch resistance and reduced glare. It supports MagSafe wireless charging and starts with 256GB of storage while keeping the starting price at $599. Apple offers the phone in black, white, and soft pink finishes.
Updated Macs, iPad Air, and new displays
Apple refreshed several other products as part of the launch. The MacBook Air now runs on the M5 chip and starts with 512GB of storage in both 13-inch and 15-inch versions. Meanwhile, the MacBook Pro lineup gains M5 Pro and M5 Max chips that deliver stronger CPU and GPU performance along with faster SSD speeds and increased base storage.
The iPad Air receives the M4 chip along with 12GB of RAM and support for Wi-Fi 7 through Apple’s N1 connectivity chip. Apple says the upgrade improves multitasking, gaming, and AI-driven features while keeping the same starting price as the previous generation.
Apple also introduced two display options. The updated Studio Display adds Thunderbolt 5 support and improved speakers, while the new Studio Display XDR features a 27-inch 5K Retina XDR panel with mini-LED backlighting, 2000 nits peak HDR brightness, and a 120Hz refresh rate.
All seven products are now available in Apple Stores worldwide, where customers can test the devices in person or place pickup orders depending on local availability.
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