CUPERTINO, California, January 15, 2026 — Apple has updated its online store to let customers fully customize and build new Mac models from the ground up, offering granular control over processors, memory, storage, graphics, color options, and accessories without being limited to pre-set configurations.
The revamped build-to-order system, rolled out quietly this week, covers the latest MacBook Air (M4), MacBook Pro (M4 series), iMac (M4), Mac mini (M4/M4 Pro), and Mac Studio (M4 Max/Ultra).
Users can now select exact combinations of chip variants, unified memory (up to 192GB on Mac Studio), SSD storage (up to 8TB), display options, keyboard languages, and additional services such as AppleCare+ and engraving.
Previously, certain high-end or unusual combinations were unavailable online and required in-store consultation or special orders. The change eliminates that friction, enabling instant pricing visibility and direct purchase of previously “unlisted” configurations.
Delivery estimates appear immediately, with most custom builds shipping within 1–3 weeks depending on component availability.
Apple highlighted the update as a response to customer feedback seeking more flexibility. “We’re making it easier than ever to design the Mac that’s exactly right for you,” the company said in a brief statement on its support page.
The move coincides with strong demand for Apple silicon Macs, particularly the M4 family introduced in late 2025. Analysts note that custom configurations often carry higher margins for Apple while satisfying professional users who need specific memory or storage tiers for video editing, software development, or machine learning workflows.
No additional fees apply for custom builds beyond the cost of selected components. Trade-in values, financing options, and AppleCare+ remain available during checkout.
The feature is live now on apple.com in most regions, including the U.S., Canada, UK, EU, Australia, and Japan.
