Starting today, customers can discover and shop for the all-new MacBook Neo, available at a breakthrough price; iPhone 17e, the powerful and more affordable new member of the iPhone 17 family; the new MacBook Air with M5 and MacBook Pro with M5 Pro and M5 Max; iPad Air, which delivers even more performance with M4; a new Studio Display; and a visually stunning all-new Studio Display XDR. Apple’s latest products are available at Apple Store locations, on apple.com, and in the Apple Store app.

Upgrading to a new Apple device has never been easier or smarter. When shopping with Apple Retail, customers get a shopping experience that’s as intuitive and rewarding as the products themselves, and can take advantage of a range of services, affordability options, and personalized support.

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.¹ 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.

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.² 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.

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. With the all-new M5 Pro and M5 Max, the new MacBook Pro features a new CPU with the world’s fastest CPU core,³ 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.⁴ 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. Both MacBook Air and MacBook Pro also feature Apple’s N1, enabling Wi-Fi 7 and Bluetooth 6 for enhanced connectivity on the go.

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.

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. 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.

• Shopping and setup support: Customers can receive personalized shopping assistance via chat and phone to find the best products that suit their needs. And for an even more immersive shopping experience, Shop with a Specialist over Video offers a secure, one-way video call to browse the latest Apple products with an Apple Store team member online. After receiving their order, customers can connect with an Apple Specialist online or in-store for Personal Setup to ensure a seamless data transfer experience to their new device and learn how to use key product and software features.

• Configure to order: For customers shopping MacBook Neo, MacBook Air, MacBook Pro, or the latest Studio Display models, Apple offers configure-to-order options, allowing them to select and customize the device to their specific requirements. This includes size, chip, memory, storage, and display height.

• Dedicated business support: Apple Retail’s dedicated Business Team members are available to help small and medium-sized businesses with their technology needs, from personalized product recommendations and bulk purchasing, to seamless setup and ongoing support for their Mac, iPad, and iPhone devices.

• Apple Trade In and carrier deals: Apple offers great ways to save and upgrade to the latest iPhone. With a carrier offer, customers can get up to $400 in credit when they trade in iPhone 11, or up to $599 in credit when they trade in iPhone 13 to put toward an iPhone 17e. With Apple Trade In, customers can get up to $100 in credit when they trade in iPhone 11, or up to $195 in credit when they trade in iPhone 13. There are also great offers available for customers without a device to trade in. Customers can take advantage of these offers by visiting the Apple Store online or an Apple Store location. For carrier offer eligibility requirements and more details, see apple.com/shop/buy-iphone/carrier-offers. To see what their device is worth and for Apple Trade In terms and conditions, customers can visit apple.com/shop/trade-in.

• Shopping with Apple Card: When customers pay with Apple Card, they’ll get 3 percent Daily Cash back on their purchase, all up front. And when they choose Apple Card Monthly Installments at checkout, they’ll pay monthly with 0 percent APR. More information — including details on eligibility, exclusions, and Apple Card terms — is available at apple.com/apple-card/monthly-installments.

• Today at Apple: Customers can learn how to get the most out of their new devices through Today at Apple sessions — free, daily education experiences led by Apple Creatives that inspire possibilities across photography, art, music, coding, productivity, and so much more. These sessions help customers get set up with their devices or learn new skills, whether they’re getting started with Mac or learning how to draw with Apple Pencil on iPad. Participants can register for a Today at Apple session at apple.com/today or drop in to a session in their local Apple Store.