Why is Apple's new OLED MacBook Pro so bright, and so expensive?

Apple unveiled its first touchscreen Mac at an event in Los Angeles this week. Apple says the touch sensor sits inside the display panel itself, after years of keeping touch on the iPad alone.

Wired reports the panel reaches 2,000 nits at peak, though it's normally capped at 1,000 nits, so the brightness only peaks outdoors or under harsh light.

The fourteen-inch starts at $2,899, and the sixteen-inch at $3,399. Both offer Pro and Max chip options, up to 128GB of memory and 16TB of storage. OLED models also carry a $400 premium over comparable mini-LED models.

TechCrunch, citing MacRumors, puts the fully loaded sixteen-inch at $14,549 once every upgrade is added, including the top memory and storage tiers.