Touchscreen OLED MacBook Pro could ship 1.5M units in 2027

Apple's new MacBook Pro with a tandem OLED touchscreen could ship between 1.2 million and 1.5 million units in 2027, according to a new projection from a market research firm. The forecast looks beyond the MacBook Pro's own sales potential, also covering the broader outlook for OLED laptops and the panel supply chain.

The model, announced on Wednesday, is the first MacBook Pro with a tandem OLED touchscreen. The 14-inch version starts at $2,899 and the 16-inch version at $3,399. Pre-orders are open, and the machines go on sale on Friday, November 6.

High pricing may slow upgrade demand

Apple is selling the new OLED models alongside the existing mini-LED MacBook Pro lineup rather than replacing it outright. According to the firm, that arrangement, combined with the high starting price of the OLED models, could limit near-term upgrade demand.

Even so, the firm believes Apple's entry into the OLED laptop market will accelerate the segment's overall trajectory. The category has so far been shaped mainly by Windows-based brands such as Lenovo, HP and ASUS, and Apple's move is seen as a development that could change the direction of a segment those manufacturers have largely owned until now.

Growth expected in OLED laptops

The overall laptop market has shrunk for two consecutive years. The same firm nonetheless expects OLED laptop shipments to rise by roughly 40 percent year over year in 2026, followed by a further increase of more than 40 percent in 2027.

In its view, brands are giving OLED models increasing priority in their product roadmaps. In other words, the OLED segment is moving on a different path from the shrinking broader market, and Apple's arrival is part of that momentum. The 1.2 to 1.5 million unit estimate remains a projection, however, and actual figures will depend on factors such as pricing and demand.

Samsung Display is the sole panel supplier

Samsung Display is currently the only panel supplier for the new MacBook Pro. The company has designated Phase 1 of its G8.6 A6 line at its Asan campus in South Korea as a facility dedicated to Apple. The MacBook Pro is the first product to enter mass production on Samsung Display's G8.6 fine metal mask (FMM) OLED line.

According to the firm, the display's tandem OLED architecture and 254 PPI pixel density create extremely demanding production requirements, particularly in terms of material costs and manufacturing yield. Rival panel makers are continuing their qualification processes, but the firm considers the cost of meeting Apple's specifications, along with Samsung Display's entrenched position, to be significant barriers to entry.

LG Display, BOE and TCL CSOT are reportedly directing their efforts toward building a supply chain for an OLED MacBook Air, which is not expected to reach the market before 2028 at the earliest.