Five products. One obsession with the details most people will never notice, and always feel.
iPhone17 ProMax
A grade 5 titanium chassis wrapped around the brightest display Apple has ever shipped. Turn it in the light and watch the polish break across the rails in one unbroken line, the kind of detail that only survives when the tolerance is measured in microns.
2000nits
Peak outdoor brightness
The frame starts as a solid billet and leaves the mill as a shell. Every antenna break, every button seat and every speaker perforation is cut rather than cast, so the seams land exactly where the eye expects them, and nowhere else.
- Chip
- A19 Pro
- CPU
- 6 cores
- GPU
- 6 cores, ray tracing
- Neural Engine
- 16 cores
- Chassis
- Grade 5 titanium
- Display
- 6.9" Super Retina XDR
- Refresh
- Adaptive 1–120 Hz
- Camera
- 48MP Fusion triple
- Video
- 4K120 Dolby Vision
- Weight
- 221 g
MacBookPro
Open it. The hinge holds anywhere across its arc, the display wakes before the lid finishes moving, and the whole machine stays silent doing it. On battery, it performs exactly as it does plugged in, a claim almost nothing else in the category can make.
22hours
Battery, at full performance
The thermal system is sized for the work, not for the benchmark. A full export runs at the same clock in the fortieth minute as in the first, while the fans stay below the noise floor of a quiet room.
- Chip
- M5 Pro
- CPU
- 12 cores
- GPU
- 18 cores
- Memory
- 24 GB unified
- Display
- 14.2" Liquid Retina XDR
- Refresh
- ProMotion up to 120 Hz
- Battery
- 22 hours
- Ports
- 3x TB5, HDMI, SDXC
- Thickness
- 15.5 mm
- Weight
- 1.55 kg
AirPodsMax
Forty millimetres of dynamic driver, a canopy of knitted mesh, and a frame of anodised aluminium. Nothing here hides behind a cover. The mesh is the structure, the aluminium is the finish, and the engineering is the design.
20hours
With cancellation and spatial on
The canopy spreads the weight of the headband across the top of the head instead of concentrating it on one line. It is a textile doing a mechanical job, so it can stay this thin and still hold its shape after a year of daily use.
- Driver
- 40 mm dynamic
- Motor
- Dual ring magnet
- Chip
- H2, one per cup
- Microphones
- 9 total, 6 outward facing
- Cancellation
- Active, with Transparency
- Audio
- Spatial with head tracking
- Frame
- Anodised aluminium
- Canopy
- Knitted mesh
- Battery
- 20 hours
- Weight
- 384 g
MacBookNeo
The thinnest enclosure ever machined from a single billet. Nothing was added to make it look light. Everything unnecessary was removed until it was, leaving no fan, no vent, no moving part anywhere in the machine.
988grams
Lighter than the display it replaces
Removing the fan removed the vents, the ducting and the dust path with it. What remains is a sealed aluminium shell that is also the heatsink, thin enough to disappear and still run at full clock in a warm room.
- Weight
- 988 g
- Thickness
- 9.1 mm
- Enclosure
- Single billet aluminium
- Cooling
- Passive, fanless
- Display
- 13.6" Liquid Retina
- Refresh
- Up to 120 Hz
- Ports
- 2x Thunderbolt 5
- Charging
- Either side, 70 W
- Battery
- 18 hours
- Keyboard
- Full-height, backlit
AirPodsPro
Open the case and the world goes quiet. Adaptive Audio reads the room a hundred times a second and decides what you should still hear. A siren stays, a train does not, and you never touch a control to make that happen.
96,000samples/s
Computational audio rate
Cancellation used to be a switch. Here it is a judgement made continuously. The sound of a room is sampled, classified and reduced selectively, so a conversation beside you survives while the extractor fan above you disappears.
- Chip
- H3
- Processing
- 96,000 samples/s
- Cancellation
- 2x the previous generation
- Modes
- Adaptive, Transparency, Off
- Conversation
- Automatic detection
- Fit
- Four tip sizes, from XS
- Tips
- Memory-foam infused
- Battery
- 8 hours, 30 with the case
- Case
- USB-C, MagSafe, speaker
- Rating
- IP54, dust and water