# SoIC‑MH

Apple’s M5 MacBooks: AI Muscle Up, Starter Storage Cuts — A Pricing Play to Absorb Rising Memory Costs

Apple’s new M5 MacBooks deliver significant on‑device AI and GPU performance gains enabled by TSMC’s SoIC‑MH packaging, while the company has raised base storage and retail prices by cutting lower‑capacity SKUs. The strategy appears designed to absorb rising NAND and DRAM costs, protect margins and push more customers toward higher‑priced configurations.