Apple may be playing catch-up when it comes to deploying AI features across its product line, but it's still the frontrunner when it comes to hardware for AI builders.

On Tuesday, Apple unveiled its upgraded lineup of MacBook Pro laptops running on new M5 Pro and M5 Max Apple silicon chips. While these machines are still great for Apple's traditional crowd of video editors, graphic designers, and other creatives, it's clear that Apple is now architecting these machines primarily for developers and AI builders.

The big upgrades are almost all tailored around improving performance on AI workloads and running AI models locally. These machines also got a price increase, which could be partially triggered by the RAMmageddon memory crisis in the tech industry right now.

Here's a quick recap of the most important

• The new MacBook Pros can comfortably run local models up to about 40B parameters and can stretch up to about 90B parameters for most models, with some limitations.
• Apple has added Neural Accelerators to every GPU core and reports that it helps deliver over 4x peak GPU performance increase for AI workloads compared to the last-generation M4 Pro/Max chips (a big leap for one generation).
• Apple launched its new Fusion Architecture that combines two silicon dies into a single system-on-chip, integrating CPU, GPU, Neural Engine, memory controller, and Thunderbolt 5 to drive higher performance and efficiency. This architecture optimizes for sustained AI workloads like training that AI researchers would have previously been limited to running on desktops.

The memory performance upgrade has also drawn positive vibes in the AI ecosystem:https://x.com/atiorh/status/2028851509245661488

The base prices of MacBook Pros have jumped by $200 for the M5 Pro and $400 for the M5 Max. The M5 Pro starts at $2,199 for the 14-inch and $2,699 for the 16-inch. The M5 Max starts at $3,599 for the 14-inch and $3,899 for the 16-inch. Pre-orders start March 4 and March 11.

Our Deeper View

Apple's MacBook Pro machines are the laptops of choice among nearly all the teams I know who are building in the AI space. This is evidenced by the fact that products like ChatGPT Atlas and Claude Cowork launched as Mac-only at first, even though Windows has a much larger user base. And Apple doubling down on features that make their laptops even more powerful for running AI workloads, running models on-device, and training models locally is only going to make them more popular with AI builders. Of course, the question remains: When will Apple move beyond being happy making the hardware that enables the people creating the AI revolution to launching its own AI features and products that are vertically integrated in a uniquely Apple way?