Bloomberg has learned the release date for the touchscreen MacBook. How will it change the market?
Counterpoint Research attributes the expected surge in laptop display shipments to Apple's shift to OLED and demand for premium AI-powered PCs
The debut of the touchscreen MacBook Pro could lead to a 50% increase in shipments of OLED displays for laptops as early as 2026 / Photo: Hadrian / Shutterstock.com
Apple is preparing to unveil the long-awaited MacBook Pro with a touchscreen in late October, according to Bloomberg. Counterpoint Research forecasts a 50% increase in shipments of OLED displays for laptops in 2026, partly due to the company’s shift to this technology.
The Long-Awaited Premiere
The announcement is scheduled for October 27 or a date close to that, according to Bloomberg sources. According to the agency, the event will include an online video presentation and an in-person session for the press.
The new MacBook Pros will be lighter than current models and will feature OLED screens, as well as the Dynamic Island interface familiar to iPhone users, the agency reports. News of the touchscreen MacBook project first surfaced back in 2023.
The new MacBook will boost OLED shipments
After growing 1.5 times in 2026, shipments of OLED displays for laptops are expected to increase by another 24% in 2027, according to Counterpoint Research. Explaining the forecast for both years, the researchers note: “This growth is expected to be driven by Apple’s transition to OLED in its next-generation MacBook Pro models and continued demand for premium AI-enabled PCs.”
Apple already uses dual-layer OLED displays in the iPad Pro: the combination of the two layers allows for higher brightness across the entire screen, according to 9to5Mac. According to the publication, similar technology is expected in the new 14- and 16-inch MacBook Pro models.
Consensus — "Above the Market"
According to the WSJ, the average target price for Apple shares is $335.75, which implies a 1.4% decline from the closing price on October 8. The consensus recommendation over the past three months has remained unchanged—Overweight, which corresponds to a recommendation to buy the company’s stock.
In October, Morgan Stanley reaffirmed its “Overweight” rating on Apple shares but lowered its price target from $360 to $355 per share, according to MarketScreener. UBS maintained its neutral recommendation and price target of $296 this month.
This article was AI-translated and verified by a human editor
