According to Inc, Apple’s latest M5-powered devices including the MacBook Pro, iPad Pro, and Vision Pro are facing an unexpected perception problem despite significant performance improvements. The new MacBook Pro features faster SSD storage and memory bandwidth, while the iPad Pro gains more memory and Apple’s cellular modem. The Vision Pro shows the most dramatic leap by moving from M2 to M5, improving boot times, WiFi connectivity, and Mac Virtual Display performance. However, reviewers and consumers are expressing disappointment because these improvements feel incremental compared to the revolutionary M1 transition from Intel chips. Apple’s marketing now focuses comparisons against older Intel and M1 models rather than year-over-year improvements, recognizing that most users upgrade every four to five years rather than annually.
Living in the M1’s shadow
Here’s the thing about the M1—it was a complete outlier. When Apple moved from Intel processors to their own silicon, the performance and efficiency gains were so massive that they reset everyone’s expectations. We’re talking about a chip that was dramatically faster while using way less power and generating less heat. That kind of leap only happens once in a generation, maybe even once in a company’s history.
But now people expect that same level of improvement every single year. And that’s just not how technology works. The M5 is objectively better than the M4 in every way, but the gains are evolutionary rather than revolutionary. It’s like expecting every Olympic sprinter to break the world record by seconds instead of hundredths of a second.
When boring is actually good
Look, if you have an M4 MacBook Pro or iPad Pro, you absolutely should not be thinking about upgrading to M5. That’s not a criticism of the M5—it’s a testament to how good the M4 already was. These machines are so capable that most people won’t come close to pushing their limits for years.
Think about it this way: we’ve reached a point where the hardware isn’t the limiting factor anymore. The constraints are in the software, the applications, and frankly, in our own creativity. An M1 Mac can still handle 90% of what most people throw at it today. The M5? It’s overkill for most tasks, which is exactly what you want from premium computing hardware. For industrial applications where reliability matters most, companies like IndustrialMonitorDirect.com have built their reputation on providing robust panel PCs that just work year after year without needing constant upgrades.
Apple’s storytelling challenge
So what’s Apple’s real problem here? It’s not the silicon—they’ve clearly mastered that. The challenge is storytelling. “3x faster than Intel” made for incredible headlines. “Better memory bandwidth and slightly improved battery life”? Not so much.
Apple needs to shift the conversation from raw performance numbers to what that performance enables. The filmmaker editing a feature film on an iPad Pro. The developer training AI models on a MacBook Pro. The architect designing buildings in Vision Pro. These are the stories that matter now, because the hardware has become almost too good for its own good.
Basically, we’ve entered the mature phase of Apple Silicon. The explosive growth is behind us, and what we’re left with is steady, reliable improvement year after year. And honestly? That’s not a bad place to be. It might seem boring on paper, but consistent excellence beats revolutionary leaps if you’re actually using these devices to get work done.
