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MacBook Neo. Photo: Bloomberg . |
Apple launched a new line of devices last week, including the MacBook Neo, a product that could change the landscape of the PC market with a starting price of $600 .
Following its recent models, Apple is expected to boost its ultra-premium segment with a series of Ultra devices. According to Bloomberg analyst Mark Gurman, the company could launch at least three "Ultra" products this year, ranging from iPhones and AirPods to MacBook Pro.
Apple's new strategy
In the latest Power On news, Gurman suggests that Apple won't necessarily use the "Ultra" branding on the new models, but that the next products will be in the ultra-premium line with significantly higher prices.
The first device on the list is a foldable iPhone. Based on rumors, the product will cost around $2,000 , boast a large screen, and feature a range of new technologies, including an under-display sensor.
According to Gurman, Apple might name the device iPhone Ultra, but could still use more recognizable names, such as iPhone Fold.
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Rendered images of a foldable iPhone based on rumors. Image: 9to5Mac . |
The next high-end product is AirPods, a version that integrates a camera, supports computer vision for Siri, and features Visual Intelligence querying. Rumors suggest it will be priced higher than the current AirPods Pro.
Regarding the name, the Bloomberg writer suggests that Apple is likely to use the "Ultra" branding, since AirPods Max has already been used for their over-ear headphone line.
Finally, there's the new MacBook Pro, equipped with a touchscreen OLED display. This component will certainly increase the device's price significantly.
In the past, Apple increased prices by 20% when the iPad Pro switched to an OLED screen. Similarly, the iPhone X with an OLED screen initially had a starting price of $1,000 .
"Based on these moves, upcoming laptop models may be in a higher segment than the current MacBook Pro M5 Pro and M5 Max, not a complete replacement. While Apple may retain the traditional MacBook Pro name, using the MacBook Ultra name could help users understand that this is the flagship product line," Gurman said.
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iPad Pro M5. Photo: The Verge . |
Note that a recent high-end product that didn't use the "Ultra" name was the Studio Display. When it launched last week, Apple chose the name Studio Display XDR for the premium version, emphasizing the display technology rather than the price.
Looking further ahead, several other Apple products could expand into the ultra-premium segment, including the iPad and iMac. Rumors about a foldable iPad have been circulating for a long time, while Apple is reportedly testing iMacs with more powerful processors and larger screens.
"This approach is entirely in line with CEO Tim Cook's strategy. The company isn't introducing entirely new product lines; instead, it's leveraging existing product categories that have proven successful in the market."
"Overall, Apple is focusing on products with multiple versions and price segments to capture as much market share as possible," Gurman said.
The exception is the $600 MacBook.
With the MacBook Neo, Gurman believes Apple has stepped out of its comfort zone. This is the company's biggest effort to date to increase its competitiveness in the budget laptop segment, serving customers with limited budgets.
"Just a few years ago, Apple would have found it nearly impossible to create a product like this. The improvements have made the project feasible," Gurman emphasized.
Specifically, the new manufacturing technology helps reduce the cost of aluminum casings, while the A18 Pro chip is affordable enough for large-scale production. macOS itself has been redesigned with more colors and a higher level of personalization, potentially attracting a large number of younger users.
Apple also benefited from platform changes. Previously, producing a thin and light laptop priced at $600 with an Intel CPU was quite difficult. Since switching to M chips with ARM architecture, Apple has found it easier to develop devices like the MacBook Neo.
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MacBook Neo in blue. Photo: Bloomberg . |
The MacBook Neo isn't Apple's only budget-friendly product, but the price gap with other models is larger. Specifically, the MacBook Neo is 45% cheaper (equivalent to $500 ) than the higher-priced MacBook Air M5.
For comparison, the Apple Watch SE is about 38% cheaper (equivalent to $150 ) than the Apple Watch Series 11. The iPhone 17e is also only 25% cheaper ( $200 ) than the standard iPhone 17.
Gurman predicts Apple will continue to produce affordable devices, even expanding the "Neo" brand to more product lines. The company might use the name "Neo" instead of "SE," a name that is difficult for most users to understand.
"Of course, the MacBook Neo is still an exception. This is not the beginning of a trend to focus on budget devices," the Bloomberg writer noted.
Source: https://znews.vn/tham-vong-cua-apple-sau-macbook-gia-re-post1633356.html
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