Apple has overhauled the way you can buy Macs online. The change may spell bad news for retailers that rely on selling preconfigured Apple PCs.

The company has updated its online Apple Store so customers now build a Mac step by step, much like configuring an iPhone.

Instead of choosing from a shortlist of base models, buyers are guided through selecting every major component themselves, including chip, memory, storage, display, colour and even the power adapter.

The new configurator, first spotted by MacWorld and Consomac, removes the traditional landing page that showcased prebuilt Macs. Clicking ‘Buy’ now drops customers straight into a custom build flow across all Mac models, laptops and desktops.

While Apple says the change simplifies the buying experience, it further strengthens the company’s direct-to-consumer strategy and reduces the role of third-party retailers.

Australian resellers typically stock a limited range of fixed configurations, relying on Apple’s preset SKUs. With Apple now pushing custom builds front and centre, consumers are given more reasons to bypass retail stores entirely.

The updated store also encourages higher-margin upgrades. Buyers can expand memory or storage beyond what’s usually stocked on shelves, with the configurator automatically adjusting compatible options. Apple also promotes pre-installed professional software such as Final Cut Pro and Logic Pro during checkout, adding more revenue that retailers rarely capture.

Industry watchers say the timing is telling. There are rumours of refreshed MacBook Pro models featuring M5 Pro and M5 Max chips, potentially launching alongside macOS 26.3 later this quarter. Reports suggest Apple may also offer more granular control over CPU and GPU core counts – a level of flexibility almost impossible for resellers to mirror.

For Australian retailers already under pressure from shrinking margins and Apple’s expanding online presence, the change adds further strain.

If customers can spec exactly what they want direct from Apple, there may be less reason for them to walk into a store.