According to BenQ’s internal research, 31% of Australian laptop owners use a Mac – and more than half (55%) say colour accuracy is a key concern. It’s a gap the company believes it is uniquely positioned to solve.
With the expansion of its MA Series, first launched in 2024 as BenQ’s dedicated monitor line for MacBook users, the brand is doubling down on a fast-growing segment, backed by over 40% global market share and a reported 70% share on Amazon for Mac-focused displays.
“The timing is perfect,” says Martin Noelle, Managing Director at BenQ Australia. “We’re seeing strong momentum in both demand and adoption, and this allows us to really solidify our position in key markets.
“It’s easy to be a me-too brand, it’s difficult to be someone who’s leading.”
At the centre of the MA Series proposition is simplicity: ‘One Colour. One Cable. One Experience’. Through its Display Pilot 2 software, BenQ is aiming to replicate a Mac-like interface, complete with iKeyboard controls, Brightness Sync, FocuSync and Smart KVM functionality – all designed to create a seamless extension of the Mac ecosystem.
“One colour means our MA monitor will show exactly the same colour as your MacBook, no matter which version you’re using,” explains Shawn Zheng, Head of Division – B2C at BenQ Australia. “It automatically detects the device and matches that output.”
The expanded lineup spans multiple use cases and price points. The MA270UP and MA320UP (4K Nano Gloss) come in at $849 and $1099 respectively, while the flagship MA270S – a 27-inch 5K Nano Gloss display with Thunderbolt 4 – is priced at $1499. Rounding out the range is the MA320UG, a 32-inch 4K monitor with a 120Hz refresh rate, also featuring Nano Gloss and Thunderbolt 4, priced at $1399.
The addition of glossy finishes reflects a shift in user preference, particularly among creatives chasing richer, more unified colour output.
“Some users want that one consistent colour experience across devices,” says Zheng. “That’s where glossy becomes really important.”
Hands-on comparisons at the launch event reinforced that positioning. Side-by-side with Apple’s Studio Display (pictured on the left), the MA270S appeared sharper and more colour-accurate, with finer detail and less visible grain. The consensus in the room leaned in BenQ’s favour.
“Without saying which was Apple and which was BenQ, I still preferred the colour reproduction on this one, it just looked more realistic,” says Zheng. “The Apple display looked a little oversaturated.” He adds, “Out of the box, same table, same device – this shows why we say our MA monitor has the best colour reproduction capability.”
Beyond performance, practical design choices, like a 150mm adjustable stand, also signal a push into corporate and productivity environments.
“That flexibility matters, especially for workplace setups,” says Noelle, adding that the category is expanding beyond consumers, with “strong growth in B2B, from design houses to medical professionals.”
The MA Series also reflects a broader roadmap. Having started with 4K, BenQ is now pushing into 5K and beyond, while eyeing emerging segments like students entering the Apple ecosystem.
“When Dr. Chris Bai (BenQ’s Senior Color Expert) creates a product, he’s working three years out from launch already. So, watch this space, there’s a lot of stuff coming,” Noelle concludes.
BenQ is positioning the MA Series not just as an alternative to Apple’s own displays, but increasingly as a serious contender.
