Apple Launches M6 Macs Targeting AI

Apple has introduced a new 14-inch MacBook Pro and iMac powered by its M6 chip, putting on-device artificial intelligence at the centre of its computer refresh. Announced on 27 October, the devices reflect the company's push to make AI processing a stronger reason for customers to upgrade.

The MacBook Pro starts at $1,999, while the iMac begins at $1,499. Pre-orders open on 28 October across 35 countries and regions, including the United States, ahead of availability on 6 November. The launch covers both portable and desktop customers.

Apple says the M6-powered MacBook Pro offers up to 30% faster graphics performance and a 25% improvement in AI tasks compared with the M5 version. It also promises as much as 24 hours of battery life, which the company describes as the longest yet offered on a Mac.

The iMac delivers a larger leap in local AI processing, with Apple claiming performance up to five times faster than the preceding M4 model. The gains suggest greater scope for AI tasks to run locally rather than through remote services.

For the technology industry, the launch reinforces the competitive importance of integrating AI into everyday computing hardware. Faster local processing could make demanding features more responsive while reducing dependence on cloud infrastructure for some tasks. Yet advertised performance improvements will need to translate into useful applications before they significantly influence replacement decisions.

The announcement also precedes Apple's 28 October 'Pro and tell' event in Los Angeles. Bloomberg, as cited by Reuters, expects the company to present its first touchscreen MacBook Pro. Whether or not that product appears, the M6 launches show Apple using AI capability, alongside familiar performance and battery-life improvements, to shape its next upgrade cycle.