New York
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Apple on Wednesday launched the MacGuide Neo, the firm’s cheapest-ever new mannequin.
The MacGuide Neo is the first Apple laptop computer to run on a chip usually utilized in the iPhone and begins at $599. It indicators a contemporary try to courtroom Windows and Chromebook prospects and ramp up development as an ongoing element shortages rattles the broader market.
John Ternus, Apple’s senior vp of {hardware} engineering, described the MacGuide Neo as being “totally new” and constructed “from the ground up” throughout an occasion in New York on Wednesday.
The iPhone is Apple’s greatest moneymaker, adopted by its companies enterprise after which its wearables division. But its Mac computer systems are important for making certain iPhone and Apple Watch customers stay steeped inside Apple’s ecosystem of services. Apple is straying from its typical playbook by interesting to cost-conscious customers, a phase it has largely ceded to PC and Chromebook makers till now.
Expanding to new audiences might be important as the business grapples with an ongoing reminiscence scarcity that some analysts say will decimate the market for affordable laptops.
Compared to Apple’s different MacBooks, the Neo has a smaller display, much less reminiscence and is out there in brighter coloration choices, together with a new “citrus” yellow.
But the main issue that separates it from Apple’s different MacBooks, apart from its lower cost, is that it runs on Apple’s A18 Pro processor – a chip just like the one which powers the iPhone 16 Pro. It’s the first time Apple has used one among its cell chips to energy a laptop computer.
Apple’s potential to run its Mac software program on a cellphone chip demonstrates the benefit of getting full management over its {hardware} and software program, mentioned Jitesh Ubrani, a analysis supervisor for the International Data Corporation. PC makers, on the different hand, usually design and make the laptops however use Microsoft’s Windows or Google’s Chrome OS software program (Microsoft is a small participant in the PC {hardware} enterprise with its Surface laptops).
“They’re taking a chip that typically serves a lightweight (operating system) and running a more heavy weight (operating system),” he mentioned. “And I think that speaks volumes about Apple’s ability to optimize.”
Apple is way from being the world’s greatest pc vendor; that title goes to Lenovo, which accounted for 27.2% of the market at the finish of 2025 in comparison with Apple’s 9.4%, Gartner data signifies.
But Apple’s method to the market has additionally been decidedly totally different from its PC rivals. MacBooks, till now, have largely been dearer and lack a touchscreen possibility like most PCs.
The new MacGuide Neo is an try to handle at the very least a kind of gaps. Although it doesn’t have a touchscreen, it may enchantment to customers who don’t need to spend greater than $1,000 on a MacGuide Air or Pro however want one thing extra laptop-like than an iPad.
Ubrani mentioned he expects the new MacGuide to be fashionable amongst faculty college students and younger adults that will not have as a lot disposable earnings, whereas Gartner analyst Autumn Stanish says it may increase Apple’s presence in the classroom the place Chromebooks are usually extra outstanding.
Growing demand for the kind of reminiscence that powers AI knowledge facilities has meant there’s fewer parts for client merchandise.
Gartner expects PC costs to extend by 17% in 2026, whereas the International Data Corporation estimates PC gross sales will decline by 11.3% this yr.
Launching a cheap new MacGuide now earlier than these value hikes kick in may give Apple a bonus. While the entire market is predicted to shrink, Apple gained’t as steep declines as a result of it’s anticipated to achieve some market share, in response to Ubrani.
“That share gain is primarily because of this device,” he mentioned.
Apple additionally launched new MacGuide Air and MacGuide Pro computer systems this week, along with new laptop computer chips. The MacGuide Neo launches on March 11.