🍎 Did Apple wait too long—or choose the right time?
Apple has introduced its first touchscreen MacBook Pro.
💻 OLED touchscreen
💰 Starting at US$2,899 for the 14-inch model
📅 Available from November 6, 2026.
From a business strategist’s view, the key question is: Can this move win customers and grow profit?
Microsoft Surface, Lenovo Yoga and Dell XPS already offer touchscreen choices. Apple must give customers a clear reason to choose its product.
Here are five business questions behind this move:
✅ Who is the customer?
A designer, student and business owner may need different things. A useful feature must solve a problem that matters to the buyer.
✅ What does changing brands cost?
Imagine a company using Windows. Moving to Mac may require new software, staff training and different support. The benefit must be worth those costs.
✅ How does the rival earn money?
Microsoft sells Surface computers. It also sells Word and Excel for Mac. It can lose a computer sale to Apple and still earn money from that customer’s software. Competition and cooperation can happen together.
✅ Does Apple gain new business?
A buyer moving from another brand brings a different result from an Apple customer buying a MacBook instead of an iPad. Apple must assess total customer spending, costs and profit.
✅ What happens next?
Rivals could respond with lower prices, better support or stronger offers. These are possible responses that Apple must prepare for.
♟️ My business lesson: Before you move, understand your customer, your costs and your rival’s next choice.
I would judge this launch by new customers, customers who stay and money left after costs.
💬 What would make you change laptop brands: price, useful features or better service?
Amir Marashi
Business Consultant
Doctor of Business Administration Candidate
#Apple #MacBookPro #BusinessStrategy #Innovation #AmirMarashi
