Apple’s first OLED touchscreen MacBook Pro could ship as many as 1.5 million units in 2027, but its luxury price tag might keep plenty of wallets shut for now.
Market intelligence firm TrendForce estimates Apple will ship between 1.2 million and 1.5 million units of its new MacBook Pro with PROLED XDR Display in 2027. The laptop, announced on Oct. 28, starts at $2,899 for the 14-inch model and $3,399 for the 16-inch version. Pre-orders are open now, with availability beginning Nov. 6.
The launch marks a major step in Apple’s transition toward OLED laptops, potentially accelerating adoption across the industry while raising questions about how much consumers are willing to pay for the upgrade.
The new machine uses tandem OLED technology, which stacks two OLED layers to deliver higher brightness and deeper blacks than conventional single-layer displays. It’s the same approach Apple introduced with the M4 iPad Pro in 2024. The display offers up to 2,000 nits peak brightness, a 120Hz variable refresh rate, and 254 pixels per inch.
OLED notebook market poised for major growth
TrendForce expects Apple’s entry to accelerate the broader OLED laptop market, which has been dominated by Windows brands like Lenovo, HP, and ASUS.
“Until now, the OLED notebook market has been driven primarily by Windows-based brands such as Lenovo, HP, and ASUS, which have gradually expanded their OLED offerings across different price segments,” TrendForce stated in its report.
According to the research firm, Apple’s adoption could encourage more manufacturers to prioritize OLED displays in their product roadmaps while increasing consumer acceptance of the technology.
Global OLED notebook shipments are projected to grow nearly 40% year-over-year in 2026, followed by another increase of more than 40% in 2027, per TrendForce.
Samsung Display secures exclusive supplier role
Samsung Display holds the exclusive contract for OLED panels in the new MacBook Pro, according to TrendForce.
The company has dedicated the first phase of its G8.6 A6 production line in Asan, South Korea, to Apple. The MacBook Pro will be the first product manufactured at scale using the facility’s Fine Metal Mask OLED production process, which is designed to produce displays suitable for larger devices such as laptops.
The demanding specifications, including Tandem OLED architecture and 254 PPI density, create significant barriers for competing suppliers. LG Display, BOE, and TCL CSOT are reportedly focusing on qualifying for the OLED MacBook Air instead, which TrendForce expects in 2029.
What this means for Apple’s strategy
Apple’s decision to sell OLED models alongside existing Mini-LED MacBook Pros signals a deliberate phased transition rather than an aggressive replacement strategy.
Keeping both options available allows Apple to serve different price segments while introducing OLED to customers willing to pay more for improved display quality. It also provides an opportunity to assess demand for touchscreen functionality, a notable departure from Apple’s traditional approach to MacBook design.
The MacBook Air could eventually bring OLED technology to a broader audience. TrendForce expects OLED MacBook Air models to arrive in 2029, potentially expanding adoption beyond premium professional laptops. However, pricing and availability remain uncertain.
What buyers should consider
The new MacBook Pro’s $2,899 starting price represents a significant premium over Mini-LED models, which remain available. TrendForce notes this “could temper near-term replacement demand.”
For creative professionals who need accurate colors and deep contrast, the tandem OLED display may justify the investment. For everyone else, the existing Mini-LED MacBook Pros offer excellent performance at lower prices.
Those willing to wait until 2029 may find OLED technology in a more affordable MacBook Air. Meanwhile, buyers interested in a more affordable OLED MacBook may have to wait until 2029, when TrendForce expects the technology to reach the MacBook Air.
Ultimately, the new MacBook Pro offers another option for professionals seeking premium display technology, but its higher price makes the upgrade less compelling for users whose current laptops already meet their needs.
In other Apple news, the company has confirmed that iOS 27.3 will arrive in December, bringing Apple Intelligence features to supported iPhones in China for the first time, with developer beta testing scheduled to begin November 4.