Apple Unveils Its First-Ever Touchscreen MacBook Pro. Should Investors Be Concerned About the $2,899 Price Tag?

Apple (NASDAQ:AAPL) has finally done something it resisted for years -- put a touchscreen on a MacBook.

The company unveiled its new MacBook Pro with a PROLED XDR display on Wednesday, with the 14-inch model starting at $2,899 and the 16-inch version costing $3,399. That's a hefty price tag for a laptop, particularly when Apple's new M6 MacBook Pro starts at $1,999.

But there's another number investors should pay attention to: $400.

That's the premium Apple is charging for its touchscreen MacBook Pro compared to an existing model with the same processor. And with Apple preparing to report earnings next week, the new laptop offers an interesting look at how the company is managing rising costs without alienating its customers.

Image source: Getty Images.

Apple isn't abandoning its lower-priced Macs

The important thing about Apple's new MacBook Pro is what the company didn't do.

Apple isn't discontinuing its existing MacBook Pro lineup. It's not forcing customers to pay more money for a touchscreen if they don't want it. The 14-inch MacBook Pro with the M5 Pro chip and mini-LED display remains available for $2,499, while the 16-inch version costs $2,999. That makes the touchscreen premium $400, representing a 16% increase for the smaller laptop and about 13% for the larger model.

And there are plenty of cheaper options. Apple's lineup includes the M6 MacBook Pro at $1,999, the MacBook Air at $1,299, and the entry-level MacBook Neo at $699.

That's an important distinction. Apple isn't raising the price of admission to its Mac lineup. It's giving customers another reason to spend more money.

The new PROLED XDR display uses tandem OLED technology, offering improved brightness and contrast alongside touchscreen capabilities. That could appeal to graphic designers, photographers, or other creative professionals willing to pay a premium for a premium product. For everyone else? There's still a perfectly good MacBook available without the premium.

Apple's pricing strategy faces a bigger challenge

Apple's timing is interesting because the company has been dealing with rising component costs, particularly memory chips.

Demand from artificial intelligence data centers has driven up memory prices, making computers and other electronic devices more expensive to manufacture. Apple has already increased prices on some Macs and iPads this year.

Rather than raising prices across its entire lineup again, Apple appears to be taking a more selective approach. The new touchscreen MacBook Pro uses the same M5 Pro and M5 Max processors found in existing models. Customers aren't paying for a faster chip or substantially longer battery life. They're paying for an improved display and a different way to interact with their computers.

That could be an effective strategy for protecting profit margins, particularly if Apple's most demanding customers are willing to pay for premium features.

But there's a catch. The broader PC market has been struggling. IDC estimates that global PC shipments declined 20% in the third quarter, with Apple down 11%. And touchscreen laptops aren't necessarily commanding premium prices across the industry. Only about 17% of notebooks shipped this year have touchscreens, and those machines sell for slightly less than traditional laptops on average.

Apple is betting that its professional customers will see enough value in the new display to justify spending another $400.

Apple's earnings report could tell investors much more

Apple is expected to report fiscal fourth-quarter earnings on Nov. 2, just four days before its touchscreen MacBook Pro begins reaching customers.

Mac revenue will be worth watching. Mac computers generated $10.35 billion in sales for the company's fiscal third quarter, up 29% from a year ago. CEO Tim Cook credited the MacBook Neo for helping drive that growth, while strong MacBook Pro sales also contributed.

But Macs accounted for less than 10% of Apple's $109.4 billion in quarterly revenue. Even a successful touchscreen MacBook Pro won't dramatically change Apple's financial results on its own.

Gross margin could be more important. Apple's chief financial officer previously indicated that higher memory costs accounted for more than the company's entire sequential decline in gross margin during the fiscal third quarter.

Is Apple's touchscreen MacBook Pro good news for investors?

I don't see the new MacBook Pro becoming Apple's next blockbuster product -- the company's iPhone business will continue to reign supreme. But that's fine. At nearly $3,000, the touchscreen MacBook isn't designed for the mass market.

But it does allow Apple to test demand for premium touchscreen technology without risking sales across its broader Mac lineup. If professional customers embrace the new model, Apple gets additional revenue from buyers willing to spend more. If they don't, customers still have plenty of alternatives.

The bigger issue is whether Apple can maintain its pricing power while component costs remain elevated. When Apple reports on Nov. 2, investors should pay attention to what Cook and his team say about component prices, demand for higher-priced products, and whether Apple expects additional pressure on profitability.

Because at the end of the day, Apple's ability to defend its profit margins matters far more than whether its newest laptop has a touchscreen.

Patrick Sanders has no position in any of the stocks mentioned. The Motley Fool has positions in and recommends Apple. The Motley Fool has a disclosure policy.