Apple has unveiled a new 14-inch MacBook Pro and iMac powered by its latest M6 chip, pitching faster performance for running artificial intelligence tasks directly on the devices instead of in the cloud. The launch, announced on Tuesday, puts on-device AI at the center of Apple’s pitch for its next generation of Macs.
The 14-inch MacBook Pro starts at $1,999, while the iMac starts at $1,499. Customers can pre-order both machines from Wednesday in 35 countries and regions, including the United States, with availability starting November 6.
Apple said the M6 MacBook Pro delivers up to 30 percent faster graphics and up to 25 percent faster AI performance than its M5 predecessor, along with up to 24 hours of battery life, the longest ever in a Mac. The new iMac, meanwhile, delivers up to 5 times faster on-device AI performance than the previous M4 model, according to Apple.
Why on-device AI is the headline
Apple’s emphasis on running AI tasks on the device itself, rather than sending data to servers, is a deliberate selling point. It means faster responses for AI features, work that continues without an internet connection, and a privacy argument that personal data stays on the machine.
That message lands at a moment when every major tech company is racing to show that its AI runs best on its own hardware. Apple’s M-series chips have been built around this idea since the M1, with dedicated neural engines for machine learning tasks. The M6 pushes the same strategy further, with Apple claiming the biggest AI jump yet for the MacBook Pro line.
For everyday users, the practical gains are in the tasks Apple demos most: photo and video editing, writing assistance, live transcription and image generation, all handled locally. For professionals, the 30 percent graphics improvement matters just as much, especially for video editors and 3D artists who live in GPU-heavy apps.
Battery life takes the crown
The headline number that will catch most buyers is 24 hours. Apple says the M6 MacBook Pro offers up to 24 hours of battery life, the longest ever in a Mac, a claim that, if it holds up in real-world testing, removes the charger from the daily equation for most users.
Battery life has been one of Apple’s strongest advantages since it moved to its own silicon, and the company clearly intends to keep it that way. A full day of use, plus some, is the kind of spec that shows up in buying decisions far more than benchmark percentages.
The iMac’s story is different. As a desktop, it does not need to worry about battery, so Apple leaned on the AI number instead: up to 5 times faster on-device AI than the M4 iMac it replaces. That is a generational leap, not an incremental one, and it suggests Apple wants desktop buyers to feel the upgrade too.
Timing, and what comes next
The launches come a day before Apple hosts a “Pro and tell” event in Los Angeles on October 28, which Bloomberg News has reported is expected to feature Apple’s first touch-screen MacBook Pro. That would be a major break with Apple’s long-held position that touchscreens do not belong on Macs, and it has already generated more buzz than the M6 announcement itself.
The timing is no accident. By launching the M6 machines first, Apple sets the hardware baseline, then gets a second news cycle for whatever the Los Angeles event reveals. Pre-orders opening on Wednesday keep the momentum going into the November 6 availability date, just ahead of the holiday shopping season.
Pricing, meanwhile, holds the line. The MacBook Pro at $1,999 and the iMac at $1,499 sit in familiar premium territory, with Apple betting that the AI and battery gains justify the cost rather than cutting prices to chase volume.
Who should buy, and who should wait
For owners of M1 or M2 machines, the M6 generation is a meaningful jump in both AI performance and battery life, and the upgrade case is strong. For M4 or M5 owners, the gains are real but narrower, and the wiser move may be to wait and see what the Los Angeles event brings, especially if a touch-screen MacBook Pro is real.
Students and home users eyeing the iMac get the clearest win: a 5-times AI improvement at the same $1,499 starting price is hard to argue with. Professionals should watch independent benchmarks before trusting Apple’s percentages, as the company’s own figures always show its hardware in the best light.
One thing is certain: Apple is not slowing down its silicon race. The M6 arrives barely a year after the M5, and the pace shows no sign of easing.
Sources and Resources
- Reuters: Apple launches M6 MacBook Pro and iMac, pitches faster on-device AI — https://www.reuters.com/business/retail-consumer/apple-launches-m6-macbook-pro-imac-pitches-faster-on-device-ai-2026-10-27/
Frequently Asked Questions
How much does the Apple M6 MacBook Pro cost?
The 14-inch MacBook Pro with the M6 chip starts at $1,999, while the new iMac starts at $1,499.
When can you buy the M6 MacBook Pro and iMac?
Pre-orders open Wednesday in 35 countries and regions, including the US, with availability starting November 6.
How fast is the Apple M6 chip?
Apple says the M6 MacBook Pro offers up to 30% faster graphics and up to 25% faster AI than the M5, plus up to 24 hours of battery life, the longest ever in a Mac.
How much faster is the new M6 iMac?
Apple says the new iMac delivers up to 5 times faster on-device AI performance than the previous M4 model.
Is Apple launching a touch-screen MacBook Pro?
Bloomberg News has reported that Apple’s October 28 “Pro and tell” event in Los Angeles is expected to feature its first touch-screen MacBook Pro, though Apple has not confirmed it.
Conclusion
The M6 MacBook Pro and iMac are classic Apple launches: familiar prices, bolder performance claims and one number designed to stick, 24-hour battery life. The real story is the AI bet underneath: Apple wants your computer to do its smartest work locally, privately and fast. If the benchmarks back up the claims, the M6 generation will be the Mac to beat this holiday season.