Reports about an affordable MacBook designed to compete with basic Chromebook and Windows computers have been circulating online for quite some time, but now it appears that Apple’s plan is maturing into a tangible product. Mark Gurman from the Bloomberg news agency reveals that the company is preparing for a special launch event next March, where the new model will be presented as part of a broad strategic shift. The goal is clear: To offer a computer at a market-breaking price of about $699, thereby opening the Mac ecosystem to audiences who until now found the MacBook Air too expensive.
To reach this price point without compromising on build quality, Apple has chosen a creative engineering solution. Instead of using the expensive M-series processors, the computer will be equipped with the A18 Pro chip familiar from the iPhone 16 Pro series. Although it is a “mobile” processor, its performance is comparable to that of the M1 chip that powered the company’s computers in recent years. In addition, Apple has developed a new and cheaper production method for its aluminum enclosures, allowing it to maintain the premium look at reduced costs.
In fact, Apple’s last announcement in September already hinted at this move: The company emphasized that the A18 Pro processor powering the iPhone 17 series delivers performance nearly identical to that of the advanced processors in its Mac computers.
The new computer is expected to include a 12.9-inch display, and unlike the professional MacBook line that maintains solid tones, it is expected to arrive in a variety of bold colors such as yellow, green, blue and pink. This move signals Apple’s intention to challenge Google’s dominance in schools and Microsoft in the mid-range laptop market, using the colorful and accessible branding that succeeded in the basic iMac and iPad models.
The launch of the affordable MacBook in March could constitute one of Apple’s most significant moves in the computing market in a decade. If the price indeed stands at less than $700, the company will for the first time be able to offer a realistic alternative to millions of students and home users who until now chose competing operating systems solely due to budget considerations.