Apple has unveiled its most affordable new laptop to date, aiming to attract a wider group of customers and expand its presence in the competitive personal computer market.
At a launch event in New York, Apple introduced the MacBook Neo, a new entry-level laptop starting at $599. The device represents a notable shift for the company, which has traditionally focused on premium-priced computers.
The MacBook Neo also marks a technical milestone for Apple. It is the first Mac laptop powered by a processor typically used in smartphones. The device runs on the A18 Pro chip, the same type of chip architecture found in Apple’s latest iPhone lineup.
John Ternus, Apple’s senior vice president of hardware engineering, described the laptop as an entirely new product built specifically to expand Apple’s Mac portfolio and reach more consumers.
A Strategy to Reach Price-Sensitive Buyers
Apple’s iPhone remains its largest revenue generator, followed by its services division and wearables. However, Mac computers play a key role in keeping customers connected to Apple’s broader ecosystem of products such as the Apple Watch and other services.
With the MacBook Neo, Apple is targeting buyers who previously leaned toward lower-cost laptops running Windows or Chrome OS. The move signals Apple’s growing interest in attracting students, first-time laptop buyers, and budget-conscious consumers.
The new model features a smaller display and reduced memory compared with higher-end MacBooks. It will also be offered in brighter color options, including a bold citrus yellow.
Despite these differences, Apple’s decision to run a full desktop operating system on a chip commonly used in smartphones highlights the company’s ability to tightly integrate hardware and software. Analysts say this vertical control gives Apple a unique advantage compared with most PC manufacturers, which rely on external operating systems such as Microsoft Windows.
Competing in a Challenging PC Market
Although Apple has built a strong reputation in personal computing, it is not the largest manufacturer in the global PC market. That position belongs to Lenovo, which holds a significantly larger share of worldwide shipments.
Apple’s strategy in the computer industry has traditionally centered on premium design and higher price points. Until now, MacBooks have rarely competed directly with entry-level devices commonly used in schools or budget environments.
The MacBook Neo could help change that dynamic by giving customers a lower-cost alternative to models such as the MacBook Air and MacBook Pro, which often cost significantly more.
Analysts believe the device may resonate particularly with students and younger buyers who want a Mac laptop but previously found the price out of reach. It could also strengthen Apple’s presence in classrooms, where Chromebooks currently dominate.
Launching During Industry Pressure
The laptop industry is facing growing challenges due to supply constraints and rising component costs. Demand for high-performance memory used in artificial intelligence infrastructure has limited availability for consumer electronics.
As a result, analysts expect computer prices to increase in the coming years, while overall PC shipments could decline. Introducing a lower-cost MacBook ahead of potential price increases could help Apple capture additional market share even as the broader market slows.
Alongside the MacBook Neo announcement, Apple also revealed updated versions of its MacBook Air and MacBook Pro laptops along with new laptop processors.
The MacBook Neo is scheduled to begin shipping on March 11.
