Technology giant Apple is expected to unveil its first touchscreen Macbook Pro on Wednesday, marking a clear shift from the company’s previous opposition to the technology. The new model will feature an OLED display, a thinner and lighter design, and the Dynamic Island feature, Bloomberg News reports.
The computer is expected to be launched in 14- and 16-inch sizes and will carry a significantly higher price than today’s more advanced Macbook Pro models, which cost from 2,499 dollars, equivalent to 24,800 kronor. Apple is also adapting the macOS operating system so that users can switch between the touchscreen, keyboard and trackpad.
The initiative means that Apple is creating a new premium segment within its Mac lineup, with the potential to raise the average selling price. Touchscreens currently account for around 20–25 percent of global laptop sales, despite competitors such as Lenovo, Dell and HP having offered the technology for more than a decade.
The launch comes during John Ternus’s first weeks as CEO and follows the introduction of the cheaper Macbook Neo, the foldable Iphone Duo and the smart home screen HomeView. Apple is also testing OLED displays for the Macbook Air and Imac, but these models are not expected to be launched in the near term.
Bloomberg also reports that Apple is introducing new technology in its stores to inspect returned Iphone devices without opening the packaging. The aim is to combat theft and reduce waste in inventory management. At the same time, the company is making changes within its hardware organization, where several experienced executives are being given less operational roles and new vice presidents are being appointed.
