Apple just changed Mac shopping online — the iPhone-style checkout now applies to Macs

CUPERTINO, Calif., Feb 1, 2026, 04:08 (PST)

Apple has redesigned its online Mac checkout, removing preset configuration lists in favor of a step-by-step build flow
The new process mirrors how Apple sells iPhones and iPads online, starting with core choices before add-ons
Tech sites say the change could nudge more upgrades and may be laying groundwork for future Mac launches

Apple has revamped the way customers order Macs on its online store, removing the long-standing list of standard configurations and forcing buyers to build machines option by option instead. The change spans the MacBook Air, MacBook Pro, iMac, Mac mini, Mac Studio and Mac Pro, and the MacBook Pro page still does not allow configurations with an M5 Pro or M5 Max chip, according to MacRumors. (MacRumors)

The redesign matters because Apple’s online store is where buyers typically go when they want a non-standard Mac build, and the upsell choices — more memory, bigger storage, different chips — now sit at the center of the purchase flow. Malcolm Owen, a product comparison expert at AppleInsider, wrote the guided layout “could help Apple drive up the number of upgrades on each order,” even as it standardizes the online buying experience across product lines. (AppleInsider)

Macworld said the menu of options is broadly familiar — M4 Pro and M4 Max MacBook Pro models still start with 24GB of memory, for instance — but the new presentation puts less emphasis on picking a tiered “good/better/best” starting point. The site added that the redesign could set Apple up for more granular build-to-order choices around upcoming M5 Pro and M5 Max models, and might even “hide” small price moves by spreading them across individual components. (Macworld)

Previously, Apple’s “Buy” button led shoppers to a landing page showing several pre-built combinations of processor, RAM and storage before letting them fine-tune. That first screen is gone; buyers now…

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