Apple launched a new generation of MacBook laptops starting at $1,099, aiming to attract customers in a shrinking PC market facing memory chip shortages. The refreshed lineup includes the MacBook Air and MacBook Pro models, which have been central to Apple's transition to custom silicon since moving away from Intel processors in 2020.

The MacBook Air starts at $1,099 for the 13-inch variant, while the MacBook Pro with M5 Pro chip begins at $2,199. This strategic move comes as Apple continues to tout performance and battery life improvements from its in-house M-series chips, helping differentiate its products from Windows-based PC makers in a competitive market.

While the Mac generates a smaller revenue share than the iPhone, it remains strategically important for Apple, particularly in education, creative industries, and higher-end consumer segments. The company's push into custom silicon has been a key differentiator as it seeks to maintain market share in an increasingly challenging PC landscape.