Once the Apple Silicon Macs came out, I converted my whole family from PC to Mac because the price to performance finally made sense.
I'm the resident tech support for my family and some friends, so having them all playing in the Mac ecosystem made it way easier.
My mom's fiance had a $3,000 Windows laptop for doing video editing. And I convinced him to get a $600 base M1 Mac Mini when they were new and he has never gone back. He just upgraded to an M4 Mac Mini last year
I'm sure these new MacBook Neo's are converting a whole other wave of users that have that price point as their cap but need something mobile.
> The thing about Apple is that as the "IT" guy for my family, its ecosystem is the one which needs the least attention from me.
This is true in business/enterprise IT also. Any big company that's done a switch, or at least offered an employee choice, almost immediately saw a huge drop in help desk workload from mac users.
Legacy win32 apps aside, it's baffling to me that Windows is still the dominant share of computers issued to employees at nearly every non-tech company.
There’s nothing baffling to it. Windows PCs are upgradable. Apple won’t even give you a PCie slot on its $10k mac studio ultra to install a better network card or whatever.
I haven't worked with TOO many different companies, but I have worked at a few of various sizes (from small startup to huge Fortune 100), and none of them ever provided upgrades for machines. It was always full replacements. Sometimes you would get a used machine, but they were from someone else who left, not an upgraded machine.
Are other IT shops really doing a lot of piece by piece upgrades for employee machines?
What company upgrades their windows PCs? They give them exactly as shipped. IT department is not wasting time swapping out RAM or SSDs. And they certainly are not upgrading them over time. You just replace the entire PC if you go to 'swap' it.
It's much harder to manage Macs than Windows machines, especially if you are a Windows shop already (which most are). Microsoft is working on eroding the quality of their software, but for now the management tools they offer for Windows clients are simply unparalleled in the Mac world.
Sure, if you're still on-prem AD or hybrid. For orgs that have already moved to full Intune/EntraID, managing windows via Intune is still years behind a good macOS MDM. InTune still feels half baked.
I’ve faced far more issues with relatives with Macs than when they had Linux.
The key with Linux was giving them an LTS Ubuntu but not messing with it at all.
The problem with macOS recently has been that it keeps changing how things work which would result in the relatives messing around and messing up the system.
Ubuntu has been pretty rock solid and reliable, while not changing anything drastically enough to lead them to try and mess with it.
I recently had an experience with a family member's Ubuntu LTS machine where it was stuck on an old release, /etc/apt/sources.list needed to be edited because of Ubuntu's obnoxious habit of breaking old repositories, and then I needed to debug apt issues to get do-release-upgrade to actually work.
The Macs and iPads have their own problems, but nothing like that.
> The thing about Apple is that as the "IT" guy for my family, its ecosystem is the one which needs the least attention from me.
Same here. Whenever a family member asks which kind of device they should buy, I just tell them to get the Apple device. They're going to come to me if they ever need help with it, and that happens an order of magnitude less with Apple stuff. Plus, I don't even know how to do anything in Windows anymore myself.
I figured this out around 2005. Get your entire company on Mac, get your entire family on Mac. Your life will have zero support calls, maybe outside of the intial "How do I install an app" which seems to confuse some people.
The desktop support people agreed at my last job said MACs was more expensive upfront but less hardware faults and RMA for devices that were dead on delivery. They also had less support calls after new users learned the platform. The business said hell no we would rather pay less upfront.
I think Apple's cost efficiency advantages are really compounding now and it'll get increasingly hard for competitors to catch up. Everything they put in the product is either in-house or benefit from their scale and negotiating power.
In the MacBook Neo's case, everything from the in-house chipset and scale (for stuff like aluminum body) and the more RAM-efficient software is working in its favor. I'd bet that a different laptop manufacturer will struggle to make a profit at all if they made a $599 Neo-equivalent product with lower scale, having to pay for chips and Windows licenses, and having to put in 12GB of RAM instead of 8 to get a similar user experience.
I think the clear demonstration of this is how small Apple's motherboard is for the neo (and other M series) compared to everyone else). It really seems like the PC makers don't understand the benefits of low power chips sufficiently. If you cap your chips TDP such that it can be cooled passively, you save money on heatsink, fan, vents, power circuitry (e.g. fewer capacitors), battery size, etc.
It will be interesting to see what happens. Other large laptop makers such Dell have some of the same scale advantages (minus in-house silicon) and might be more willing to sacrifice on profit margin.
It's always surprising when companies don't understand that people what inexpensive, quality goods. The original Ford Maverick retailed for $19,995, Ford absolutely could not keep up with production. Ultimately, they raised prices both because they could and in order to reduce demand because they could not actually product enough units.
I’m guessing the Neo attracts a lot of new Apple customers, many of which will become subscribers of higher margin Apple services & apps in the App Store.
If they don't make this product at this pricepoint, a competitor does and that also cannibalizes potential higher sku macbook sales to a degree. Every chromebook sold is a potential macbook neo customer and apple let google eat their lunch for years.
Poor quality comes from the fact we have outsourced manufacturing. Nobody knows how to make things properly. Here in the UK you won't even find competent sheet metal fabricator (except for military or when you have more money than sense, but then whatever you want to sell will be dead in the water because of unaffordability).
> Poor quality comes from the fact we have outsourced manufacturing.
My experience with software development suggests this is not the main driver. The main driver seems to be management not caring about quality, UX, long term maintainance costs, externalities, and by viewing customer service as a cost rather than as branding.
I would happily buy a laptop with medium specs but apple build quality. I don't know if the Neo's build quality is on par with their other laptops but if it is it's probably my next laptop.
From the reviews, my impression is that the Neo has Apple's build quality, but they cut some costs to save on machining the chassis, and the trackpad doesn't have the haptic motor.
It's amazing you can get an iPad for $349 and a Macbook for $599. Even the plastic 2009 macbook alone was $999 at the lowest. Very strange to see a company do this when everything else just seems to have gone up and up.
My understanding is that Apple has been seeing market share issues at the low end, especially in education. Since everybody has a phone, the "casual" computer market is full of Chromebooks at cheap laptops. Laptops are a tool (again?) instead of a necessity.
It's a smart move. I started using a Mac as a student in 2007 with a cheap Mac Mini and then I was so enthusiastic that I also got the white plastic MacBook, so that I could use Mac at the university.
Since then I have bought countless MacBooks and some other models (I like to refresh every 1-3 years and then my old model typically gets passed along to other family members).
Trying to get students to use your product is a good strategy.
Also, people tend to mix pricing increases with inflation. When I my first iPhone 3G, it cost 500-700 Euro if you were able to get your hands on one without a subscription (remember when iPhones were provider-exclusive?) [1]
An inflation calculator for my country tells that this is 753-1054 in current Euros. The iPhone 17 is now sold here for 839 Euro new. Same ballpark.
My first Mac was the same white plastic one, I think it was called the iBook back then? Cost me the majority of my summer job earnings going into freshman year, but it was a great machine for me back then! I still have it in a box somewhere in the basement, might be fun pull it out and resurrect it :)
It's not so amazing when you realize the Neo is an iPad's innards with a keyboard glued to it. $250 for a keyboard and a hinge.
This is the same company that for years dragged their feet on the iPad Mini because Steve thought you would need "sandpaper to shave down your fingertips".
I think the craziest thing is that a macbook for $599 that's more powerful than nearly anything they had offered a decade ago (except probably ram amount), and even after adjusting for inflation (which is like 35% from 10 years ago) means the price dropped at least $1500 for a comparable. (People may correct me if I'm wrong)
The ram is the real sticking point honestly. Yes they are more powerful but consider people's use case. My 2012 dual core mbp is still performant for what most people use their computers for: internet, email, office suite, etc. And I shoved 16gb RAM in that thing 10 years ago. I guess they will just swap on the fast ssd so it will be alright.
Certainly but I'd guess the problem won't manifest for years and other showstopping pieces might fail before then. That old frankenstein macbook of mine had the same 850 evo ssd I shoved in it for like 8 years of use and abuse, always high temps with that macbook too. People say you shouldn't use an ssd like that but oh well, it seems to work alright.
There is just no way it is actually barely handling them. My 2012 with the dual core handles that. Fans turning on doesn't mean it barely handles it. That is just how those intel macs were. They were like that on day 1 in 2012. Spotlight indexing could be enough to spin the fans. Still does the job though even if its hot and noisy.
Apart from the price, I think what's really attracting people to the Neo are the cool colors. I was at an Apple Store a couple of weeks ago trying to buy a M5 MacBook Air and I was eavesdropping on the conversations going on next to me from people looking at the Neo. Almost all of it was positive and people really love the colors!
I suspect Apple is going to cannibalize some MBA sales with the Neo because I'm recommending the Neo to anyone like my mom who use their laptop mostly just for browsing and FaceTime calls, and even the MBA is overkill for that.
The Neo's value prop is great for many people. I keep needing to remind myself that most computer users can get by fine with 8GB or RAM, and that the I'm not the target market for products like the Neo. I do get nervous with how future proof 8GB of RAM will be in terms of total usable lifespan for the Neo. Maybe the idea is shortened timeline to obsolescence means more sales. Not digging on the build quality, but just if 8GB or RAM will still be fine 5 years from now.
> Maybe the idea is shortened timeline to obsolescence means more sales. Not digging on the build quality, but just if 8GB or RAM will still be fine 5 years from now.
It’s products like this that mean 8GB will remain fine for longer. If every base model had 16GB then sites like linkedin would just add more bullshit to use it. Let’s keep the bar at 8GB please - we’re not really doing anything different than I was doing 20 years ago with much less.
> if 8GB or RAM will still be fine 5 years from now.
I actually think right now is the perfect moment for this!
I suspect that the massively increased cost of memory will limit the amount of memory in most consumer PCs from increasing over the next few years. In turn, this will create pressure on developers to memory-optimize their software.
I’m not shocked in the slightest. Great price point for younger folks to buy or be given as a gift, the build quality is good for what it is and it is snappy for most uses.
It’s many years too late IMO but I suppose the economics only made sense once they controlled their own chipset. I imagine doing this in the intel days would have been a far worse choice
Not even young people: I have a very expensive MacBook Pro M5 i got from work, but my personal laptop is old and needs replacing. I’m a well-paid senior software developer and could afford any computer I wanted. But the MacBook Neo is a top contender even for me. I mostly need something for like editing documents, hobby coding and watching YouTube videos. It runs Codex or Gemini-CLI fine. For the price point, it seems perfect for a second computer. I could pay premium prices for something better, but honestly: I don’t think I need to.
The fact that everything bolts together inside like a ThinkPad and there's no glue means it's highly repairable. I've been looking at getting one as well, they're almost too good, I'm worried apple will revert to gluing things together as they're user repairable, which means they ought to last nearly forever. I've been eyeballing one as well, I would prefer the higher end air or pro but being able to take the whole thing apart with a single screwdriver is very appealing.
Agree. I could afford "better" but the Neo suits my needs perfectly and I don't like expensive laptops that are prone to damage and theft. Dollar for dollar it is the best computer I've ever bought.
Every school I know of is deep in the Chromebook pot. These are fairly bad computers, Neo would be a big upgrade. But I suspect it would be years for school systems to even evaluate this.
Kids also destroy them every year. They need to be bad, and the absolute cheap pieces of crap possible because kids will throw them against walls and destroy them on purpose.
"Can it run google classroom, can we lock it down, and is it $300 or less" are the only things that matter.
Not related to this discussion. But kids destroying school computers wantonly is expected? Is there no cost associated for destroying property on students or their parents?
Yes, its expected. As for recovery, depends on the school district. Early on during COVID, it was basically a free for all because, well, if you didn't have one you wouldn't be participating in school remotely, and for some families they wouldn't be able to afford a replacement, best to just give the kids a new one.
Some districts (including my local one where I live) are now charging a "tech fee" but given these devices are still mandatory to participate, they don't withhold if they can't collect from the parents, which collection still remains a problem.
Another district near me does a keep your own device program, each student is issued a chromebook and it becomes theirs after they graduate, which seemed to have helped a little bit knowing they have to use that same device for 4 years and it becomes their own after.
edit My own solution would be just make sure the devices can't leave the classroom. Letting kids take them home is a huge part of the problem, but schools are now totally reliant on assignments being done digitally instead of just sending kids home with a textbook and worksheets.
I had one, but even for those days it had a mediocre screen, mediocre keyboard, mediocre CPU, and mediocre slow storage. The MacBook Neo has none of that.
They sold well. In my experience working at Staples at that time, small and cheap beat any other consideration for many customers. Hard to argue with a $99 PC.
A few months later, they'd realize it wasn't working out, come back, scream at us, and buy something bigger and faster.
I really liked the MSI one I had, but I knew what I was getting into.
Not surprising. I've been looking at potentially getting one for my mother. Her last Windows 10 laptop is pretty long in the tooth, and there's no way in hell I'm getting her one with Windows 11 on it.
The Neo seems to fill the same niche that the Chromebook once did, and, since she's already in the Apple ecosystem due to her iPhone, an "Apple Chromebook" seems like an attractive proposition.
I would rather own a used MacBook AIR than a new MacBook Neo. I usually don't like used computers but I just can't stand the anxiety of having to only have 8Gb RAM. Sure, it swaps, it compresses memory etc.. but still.
The screen is too small, not usable for work, you can buy a 15-inch Linux laptop for the same price. And it might even have replaceable RAM and SSD. Also, 8 Gb is too little, it will become a useless toy several years later. Also, there are just 2 USB ports and no USB-A.
Also I wonder how long the keyboard lasts and how does one replace it.
I would like to know how these are on XCode - would love to have the cheapest/most lightweight possible way to build iOS apps (derived from some cross-platform builder like Expo/Lynx/Dioxus) since I have no other use for MacOS.
Looking at tech specs, it seems like the one with 512GB drive might be serviceable. I have a very old 256GB Air and I struggle to keep enough drive space open to have XCode installed on it.
With 12GB it's a seriously cool offering. I actually know 8GB works as well, and I've seen people on MacBook Airs with 50 tabs open, full IDE's and breezing. But I still would want at least 4GB more to be on the safe side.
Well, you'll be fine on pretty much all websites out there with 8GB, and virtual memory helps you with multiple apps, dozens of tabs. They don't all need to be in memory at once. Apple Silicon helps move that data around very fast.
Having "accidentally" purchased one, I can tell you that doing anything 8GB or RAM on a mac laptop is impossible. I have no idea what people are doing with this laptop. Macs are absolute dogs at 8GB.
I don't doubt the Neo is a quality product, but I'm curious whether cheap MacBooks are going to sabotage Apple's cachet as a luxury brand. It's my personal experience that iOS users tend to look down on "green bubbles" in a way that can only be explained as some sort of brand superiority complex.
I'm sure millionaires wouldn't appreciate it if Lamborghini sold a $25K model...
Apple has never been a luxury brand. It’s a label lobbed at them by critics and fans of competing products. But it’s never been supported by their price points, volumes, marketing, or operations. The few times they have tried to play in the luxury market, like their gold $10k Apple Watch, it went pretty much nowhere and they quickly stopped.
They make not-crappy productivity tools at not-cheap price points, and aim for top-5 market share. That’s not a luxury product strategy. They are a lot more like Honda or Volkswagon than Lamborghini.
I don't think it'll dilute the brand at all. The neo still feels like a premium product. Other laptop OEMs are now starting to come out with their competitors, and they are putting 1080p crap display panels on them like they always do. A $599 laptop with a 1080p screen from Dell is going to feel like a cheap piece of junk next to a Neo.
I haven't had the chance to touch one yet. But the reviews seem to suggest the hardware doesn't "feel" cheap in the way a lot of low priced computers can.
I can't vouch on whether it's true, but that's the brand question here in my opinion. If the hinge was crappy and it felt like it was going to break any second and the keyboard was a return to the butterfly and it was slow and so on, because they wanted to make it cheap, then yeah I think that'd hurt their brand overall.
It's not Lamborghini, but Lotus had the $40,000 Elise a while ago. I don't remember how it worked out in the end, but a lot of people were excited about them at the time.
Since most of the R&D are done on the iPhone side, Neo's margin is actually quite good. The R&D for M5 and M5 Pro etc have to be amortised by Air and MacBook Pro.
The percentage should be similar. In the old days of Apple pricing, Apple margin is nearly fixed and you could literally work out their BOM by doing reverse calculations. Things changed with Tim Cook but it is still largely similar.
Apple's advantage is that they design a large share of their own parts, and their partners build them at a very high volume since they are used in more than one product line.
They don't have to pay a margin to so many component vendors in addition to economy of scale gains.
At a lower Neo volumes, they were using already manufactured iPhone Pro chips that were binned due to a bad GPU core, but they reportedly have already blown through that supply.
They also came up with a new process that uses extruded recycled aluminum for the case, which needs much less CNC time to clean up.
Lower margin, but higher volume. Plus a subset of the buyers will subscribe to Apple Music, buy apps from the App Store, etc.
I am surprised that they only do it now, since Mac marketshare growth has stagnated for a long time and it's even hard to grow the iPhone marketshare. Growing the Mac marketshare by making very competitive models is one of the best ways for them to grow and to grow services fees.
I think the problem was Apple management was too obsessed with the iPad, believing they would replace laptops.
For most people in the Apple ecosystem, the iPhone is central and the Neo is another useful (but secondary) companion device. Not unlike the Watch and Airpods.
Leaving money on the table, as opposed to losing it. They make a decent buck on the hardware, but could have charged more (though likely would have sold fewer units).
It was not the normal Apple Mac Pricing to begin with. But let see if they will stick to $599 next year when it comes with 12GB RAM and hopefully double the SSD speed. I wouldn't be surprised it would have similar sales if it was priced $699.
It was also a very low initial production volume to begin with. So doubling isn't because it is doing above everyone's expectations, it is because Apple underestimated the demand. That is also ignoring the summer back to school season.
> So doubling isn't because it is doing above everyone's expectations, it is because Apple underestimated the demand.
Clearly it's doing above their expectations, and they had precise data in the form of their test selling the M1 Macbook Air at $599 (occasionally $499) since 2024. It's too bad you weren't at Apple so they could've avoided this mistake!
> It was also a very low initial production volume to begin with. So doubling isn't because it is doing above everyone's expectations, it is because Apple underestimated the demand. That is also ignoring the summer back to school season.
Doesn't that mean precisely that the sales are above Apple's expectations which is everyone in all that matters here.
Well yes. But it is also a mistake that should have avoided and Apple are usually better than this. This suggest they have under estimated for one reason or another.
My guess is that they were extra cautious in case of a flop just before new CEO was appointed.
The thing about Apple is that as the "IT" guy for my family, its ecosystem is the one which needs the least attention from me.
It really just works.
They have used Windows and Linux before (my kids and wife, that is), but something is always not quite right and needs my involvement.
These days gone 100% Mac, my interventions are usually initial setup and whenever the Samsung printer jams.
I'm the resident tech support for my family and some friends, so having them all playing in the Mac ecosystem made it way easier.
My mom's fiance had a $3,000 Windows laptop for doing video editing. And I convinced him to get a $600 base M1 Mac Mini when they were new and he has never gone back. He just upgraded to an M4 Mac Mini last year
I'm sure these new MacBook Neo's are converting a whole other wave of users that have that price point as their cap but need something mobile.
This is true in business/enterprise IT also. Any big company that's done a switch, or at least offered an employee choice, almost immediately saw a huge drop in help desk workload from mac users.
Legacy win32 apps aside, it's baffling to me that Windows is still the dominant share of computers issued to employees at nearly every non-tech company.
Are other IT shops really doing a lot of piece by piece upgrades for employee machines?
The key with Linux was giving them an LTS Ubuntu but not messing with it at all.
The problem with macOS recently has been that it keeps changing how things work which would result in the relatives messing around and messing up the system.
Ubuntu has been pretty rock solid and reliable, while not changing anything drastically enough to lead them to try and mess with it.
The Macs and iPads have their own problems, but nothing like that.
Same here. Whenever a family member asks which kind of device they should buy, I just tell them to get the Apple device. They're going to come to me if they ever need help with it, and that happens an order of magnitude less with Apple stuff. Plus, I don't even know how to do anything in Windows anymore myself.
It used to be,
> Do you fear technology?
> > Yes
> Is your daddy rich?
> > Yes
> MacOS
I guess we can remove the second question now.
I've got Pis and FPGA boards, and a threadripper for fun, but I daily macOs because I've got shit to do.
In the MacBook Neo's case, everything from the in-house chipset and scale (for stuff like aluminum body) and the more RAM-efficient software is working in its favor. I'd bet that a different laptop manufacturer will struggle to make a profit at all if they made a $599 Neo-equivalent product with lower scale, having to pay for chips and Windows licenses, and having to put in 12GB of RAM instead of 8 to get a similar user experience.
> "Apple's MacBook Neo is a capable machine, and its arrival confirms that there's real appetite for premium quality at accessible prices," said Dell.
Who could have known that people wanted quality AND affordability?
Truly a shocking outcome!
My experience with software development suggests this is not the main driver. The main driver seems to be management not caring about quality, UX, long term maintainance costs, externalities, and by viewing customer service as a cost rather than as branding.
Since then I have bought countless MacBooks and some other models (I like to refresh every 1-3 years and then my old model typically gets passed along to other family members).
Trying to get students to use your product is a good strategy.
Also, people tend to mix pricing increases with inflation. When I my first iPhone 3G, it cost 500-700 Euro if you were able to get your hands on one without a subscription (remember when iPhones were provider-exclusive?) [1]
An inflation calculator for my country tells that this is 753-1054 in current Euros. The iPhone 17 is now sold here for 839 Euro new. Same ballpark.
[1] https://www.iculture.nl/nieuws/iphone-3g-als-los-toestel-87-...
This is the same company that for years dragged their feet on the iPad Mini because Steve thought you would need "sandpaper to shave down your fingertips".
but that should cause extra wear on the SSD, or is this no longer a concern?
The fan is just obnoxious on top of that.
It's more powerful than my $4000 M1 Max until it heat soaks.
I suspect Apple is going to cannibalize some MBA sales with the Neo because I'm recommending the Neo to anyone like my mom who use their laptop mostly just for browsing and FaceTime calls, and even the MBA is overkill for that.
It’s products like this that mean 8GB will remain fine for longer. If every base model had 16GB then sites like linkedin would just add more bullshit to use it. Let’s keep the bar at 8GB please - we’re not really doing anything different than I was doing 20 years ago with much less.
https://news.ycombinator.com/item?id=47561489
I actually think right now is the perfect moment for this!
I suspect that the massively increased cost of memory will limit the amount of memory in most consumer PCs from increasing over the next few years. In turn, this will create pressure on developers to memory-optimize their software.
It’s many years too late IMO but I suppose the economics only made sense once they controlled their own chipset. I imagine doing this in the intel days would have been a far worse choice
"Can it run google classroom, can we lock it down, and is it $300 or less" are the only things that matter.
Some districts (including my local one where I live) are now charging a "tech fee" but given these devices are still mandatory to participate, they don't withhold if they can't collect from the parents, which collection still remains a problem.
Another district near me does a keep your own device program, each student is issued a chromebook and it becomes theirs after they graduate, which seemed to have helped a little bit knowing they have to use that same device for 4 years and it becomes their own after.
edit My own solution would be just make sure the devices can't leave the classroom. Letting kids take them home is a huge part of the problem, but schools are now totally reliant on assignments being done digitally instead of just sending kids home with a textbook and worksheets.
https://en.wikipedia.org/wiki/Asus_Eee_PC
https://en.wikipedia.org/wiki/Netbook
A few months later, they'd realize it wasn't working out, come back, scream at us, and buy something bigger and faster.
I really liked the MSI one I had, but I knew what I was getting into.
The Neo seems to fill the same niche that the Chromebook once did, and, since she's already in the Apple ecosystem due to her iPhone, an "Apple Chromebook" seems like an attractive proposition.
Also I wonder how long the keyboard lasts and how does one replace it.
Looking at tech specs, it seems like the one with 512GB drive might be serviceable. I have a very old 256GB Air and I struggle to keep enough drive space open to have XCode installed on it.
It’s a hell of a lot more interesting than silver or dark grey.
I'm sure millionaires wouldn't appreciate it if Lamborghini sold a $25K model...
They make not-crappy productivity tools at not-cheap price points, and aim for top-5 market share. That’s not a luxury product strategy. They are a lot more like Honda or Volkswagon than Lamborghini.
I can't vouch on whether it's true, but that's the brand question here in my opinion. If the hinge was crappy and it felt like it was going to break any second and the keyboard was a return to the butterfly and it was slow and so on, because they wanted to make it cheap, then yeah I think that'd hurt their brand overall.
Edit lot -> not
Oh no, won’t someone think of the millionaires
I have to imagine the Neo is lower margin %, but maybe I'm wrong.
The percentage should be similar. In the old days of Apple pricing, Apple margin is nearly fixed and you could literally work out their BOM by doing reverse calculations. Things changed with Tim Cook but it is still largely similar.
And Studio and Mac Mini - which have gotten a lot more popular as of late.
They don't have to pay a margin to so many component vendors in addition to economy of scale gains.
At a lower Neo volumes, they were using already manufactured iPhone Pro chips that were binned due to a bad GPU core, but they reportedly have already blown through that supply.
They also came up with a new process that uses extruded recycled aluminum for the case, which needs much less CNC time to clean up.
I am surprised that they only do it now, since Mac marketshare growth has stagnated for a long time and it's even hard to grow the iPhone marketshare. Growing the Mac marketshare by making very competitive models is one of the best ways for them to grow and to grow services fees.
I think the problem was Apple management was too obsessed with the iPad, believing they would replace laptops.
For most people in the Apple ecosystem, the iPhone is central and the Neo is another useful (but secondary) companion device. Not unlike the Watch and Airpods.
It was also a very low initial production volume to begin with. So doubling isn't because it is doing above everyone's expectations, it is because Apple underestimated the demand. That is also ignoring the summer back to school season.
Clearly it's doing above their expectations, and they had precise data in the form of their test selling the M1 Macbook Air at $599 (occasionally $499) since 2024. It's too bad you weren't at Apple so they could've avoided this mistake!
Only in selected store and only in US.
Doesn't that mean precisely that the sales are above Apple's expectations which is everyone in all that matters here.
My guess is that they were extra cautious in case of a flop just before new CEO was appointed.