What makes this expensive & sell well is it's not very fungible at the moment. Where else are you going to get 512 GB of high speed memory with a well supported accelerator attached that you can throw in the corner of anyone's home and not really have them notice? There are plenty of lesser options, plenty of noiser/power hungry options, plenty of harder to support options, but not really something in direct competition at the moment. Even the next rounds of the integrated AMD/Nvidia solutions are only targeting 196 GB of much slower memory and compute.
Closest competition I see right now are stacks of 2-4 connected DGX Sparks, similar lowish speed high mem, and about the same cost/gig.
For me personally, not quite that valuable yet, but I think it's getting there quickly. Deepseek V4 Flash massively increased the value of local AI to me, to the point where it's displaced most of my Claude Code usage, its upcoming vision enabled version should bump it further, and it's only going to get better from there.
It's a lot faster, but a lot of it is also feeling free to discuss things I wouldn't be comfortable sending to Claude, with the idea that that info is now theirs in perpetuity. I got my genome fully sequenced recently (it's cheap now!), and I get a battery of blood tests every year. Wouldn't do processing on any of that with Claude, but local AI? Totally great.
And if I was running a company with a large cloud AI bill, I'd probably buy a wheelbarrow full of these macs. Cheaper, but also a more solid/predictable base to build on.
For the M5 Ultra, I suspect it would be valuable for someone who wants to achieve all the above and more, but with local AI due to data privacy concerns, and also not regulated data that comes with lots of other requirements solved by more traditional approaches.
Three possibilities:
1. The type of person who deals with lots of intellectual property using expensive Mac-only desktop applications that aren't meant for servers, whose mind has formed positive associations with the term "Apple Intelligence", whose values overlap with Apple's lawyer's values, who actually stands to profit from having a Mac that's more powerful than anyone else's Mac, whose long-term goals are not impacted by planned obsolecense on a piece of computer hardware costing over $25k ($50k after 1TB SSD add-on).
2. Trust fund beneficiary who wants to show off, LARP as #1, prime target for Apple's marketing.
3. 2026 kit for billionare-class iPad babies. All brain rot content is 100% local AI-generated. Never have to speak to your children again. A true "we have dead internet theory at home" machine.