New York, March 4, 2026, 16:49 (EST)
Apple Inc introduced the MacBook Neo on Wednesday, rolling out a new laptop at $599—its cheapest MacBook yet. Deliveries kick off March 11. The company is offering the device to students and education customers at a $499 price point. Apple
The Neo features Apple’s A18 Pro chip—first seen in the iPhone 16 Pro back in 2024—and ships with 8GB of unified memory, the all-in-one RAM standard for Apple silicon. By slotting into a price segment long ruled by Google Chromebooks and basic Windows laptops, Apple is stepping directly into a market where Microsoft’s own Arm-powered devices, built on smartphone-class chips, still haven’t delivered a sales breakout. The Neo is priced below Apple’s $699 MacBook Air designed for Walmart, and it’s a far cry from the $1,099 non-Air MacBook that disappeared after 2006. “Balancing cost, performance and brand positioning is the test,” IDC’s Francisco Jeronimo said. Reuters
DRAM and NAND flash—key players in device memory and storage—have jumped as inventories shrink and manufacturers double down on AI-focused output. Apple rolled out updated MacBook Air and Pro lines this week, swapping in M5 chips and bumping up base storage. Starting prices barely budged, a familiar tactic Apple has leaned on to keep that headline sticker unchanged. Reuters
The Verge reports the Neo comes with a 13-inch, 2408-by-1506 display, 256GB or 512GB of storage, two USB-C ports, plus a headphone jack. Memory is fixed at 8GB—no upgrade path there. Only the 512GB version gets Touch ID for fingerprint login. Missing from the spec sheet: Thunderbolt support and MagSafe charging. The Verge
Apple’s hardware boss John Ternus described the Neo as “a laptop only Apple could create,” stressing that the device was designed to cut costs but still deliver the signature Mac experience. The company says the fanless machine tips the scales at 2.7 pounds, offers four colour options, and ships with macOS Tahoe plus Apple Intelligence, the built-in AI suite. Apple
Apple is turning to price moves in its smartphone lineup, rolling out the iPhone 17e at $599 with 256GB of storage, as higher memory-chip prices bite. The device features the A19 chip, a fresh C1X modem, plus MagSafe charging—making its first appearance in the “e” series. Reuters
Kaiann Drance, who heads up worldwide iPhone product marketing at Apple, described the 17e as “a compelling option” for those moving up to the iPhone 17 line. The company said it plans to begin taking preorders on March 4, with the phone hitting shelves March 11 across more than 70 countries and regions. Apple
Wedbush maintained its “outperform” call on Apple after the product blitz, sticking with a $350 price target. Nearly 50% of Mac buyers are new to Apple’s ecosystem, the firm noted, suggesting the expanded line-up may push Mac revenue forecasts higher. Proactiveinvestors UK
Apple shares slipped roughly 0.5% to $262.52 in U.S. trading.
Even so, Apple is moving into a laptop segment where shoppers scrutinize specs and profit margins are already squeezed. Should memory supplies get tighter, the Neo’s 8GB cap and trimmed ports might feel less strategic, more like a concession.
Apple is trying its luck with a lower-cost Mac, hoping it will lure students and newcomers—then keep them hooked on its ecosystem. But for the numbers to stack up, the new price can’t undercut the rest of the Mac range.
