Apple bets on affordable MacBook Neo to turn iPhone loyalty into laptop sales in India

Apple Inc. is making a bold move in India with the introduction of the MacBook Neo, priced at Rs 69,900, aiming to transform its iPhone users into loyal Mac customers. For many young Indians, Apple has primarily been synonymous with iPhones, but the company is now seeking to broaden its appeal in the laptop market, which has historically been dominated by Windows-based devices. This new laptop positions Apple strategically within the popular Rs 40,000–Rs 70,000 segment, which constitutes about 40% of the overall PC market in India. The MacBook Neo aims to attract students and young professionals who have previously found Apple’s offerings out of reach, given that the MacBook Air starts at Rs 1,19,900. According to Prabhu Ram, Vice President at CyberMedia Research, Apple’s latest device is a direct challenge to the stronghold of Windows manufacturers like HP, Lenovo, and ASUS, which collectively command over 70% of the market segment. The Neo’s entry into the mid-range laptop category could significantly boost Apple’s market share, which currently stands at approximately 7%, with aspirations to reach double digits by 2027. Unlike many budget options, the MacBook Neo runs the full macOS Tahoe, providing a comprehensive desktop experience that includes Apple’s productivity apps—Pages, Numbers, and Keynote—available for free. This contrasts sharply with Windows laptops, where users often pay for software subscriptions. The design of the Neo retains Apple’s signature aesthetic, featuring a sleek aluminum body and a 13-inch Liquid Retina display. However, the most notable change is in its processing power. Instead of the M-series chips found in other Mac models, the Neo utilizes the Apple A18 Pro chip, the same one powering the iPhone 16 Pro Max. This chip is designed to handle daily tasks efficiently while offering up to 16 hours of battery life. Analysts predict that the MacBook Neo could serve as a gateway for students into the Apple ecosystem, as many view MacBooks as aspirational products. Abhilash Kumar, a technology analyst, believes that while coders may seek higher performance, the Neo could become popular among students in various fields, including management and the arts. Apple is also leveraging financing options to make the Neo more accessible. With no-cost EMI plans starting around Rs 11,150 per month for six months and student discounts bringing the price down to Rs 59,900, the MacBook Neo could appeal to a broader audience. Moreover, Apple has been expanding its retail presence in India, moving beyond a limited distribution network to open six official stores and partner with over 3,000 resellers nationwide. This expansion allows potential buyers to experience macOS firsthand, easing the transition for those switching from Windows. If successful, the MacBook Neo could signify a major shift in Apple’s approach to the Indian PC market, turning its vast smartphone user base into Mac enthusiasts and solidifying its presence in the mainstream laptop segment.