Apple announces MacBook Neo, its first budget laptop in over a decade

In a significant shift, Apple has unveiled the MacBook Neo, its first budget-friendly laptop in over a decade, priced at just $599. This introduction marks a dramatic reduction from the previous entry point of $999, making it more accessible for students and first-time buyers. The MacBook Neo, which features a vibrant design and a lightweight metal chassis, is powered by an iPhone-grade A18 Pro chip. This strategic move aims to compete directly with Google Chromebooks and entry-level Windows laptops that are prevalent in educational settings. John Ternus, Apple's Senior Vice President of Hardware Engineering, emphasized the uniqueness of the MacBook Neo, stating, "There is simply no other laptop like it." The device boasts a 13-inch display and offers up to 16 hours of battery life, available in eye-catching colors like indigo, blush, citrus, and silver. Pre-orders for the MacBook Neo began on Wednesday, with availability set for March 11. This launch follows a series of hardware updates from Apple, including the iPhone 17e and iPad Air, showcasing the company’s ongoing push for innovation across its product line. The introduction of the Neo comes at a crucial time as Mac revenue has dipped nearly 7%, totaling $8.39 billion in the last holiday quarter. This decline underscores the urgency for Apple to diversify its offerings amid rising prices for its other laptop models, such as the MacBook Air and Pro, which have recently seen price increases of $100 and $400, respectively. With the MacBook Neo, Apple appears poised to reclaim market share in a segment it has largely overlooked, targeting budget-conscious consumers and existing iPhone users who have yet to transition to a Mac.