Apple Looking to Launch $799 MacBook Air in 3Q 2012?

MacRumors · May 7, 2012, 08:32 AM

Digitimes reports that Apple is planning to launch a cheaper MacBook Air in the third quarter of this year, dropping the entry-level price to $799 from the current $999. The move is reportedly being made to take on Intel's "Ultrabook" initiative that is pushing low-cost, ultra-thin notebook PCs.

Quote:

Although Acer has recently reduced its ultrabook shipment target, Intel continues to aggressively push ultrabooks and is aiming to have the devices priced at US$699 in the second half of the year. However, if Intel is unable to bring down ASPs to its goal, the price gap between ultrabooks and the US$799 MacBook Air may further postpone the time ultrabooks become standardized, the sources noted.

Ultrabook manufacturers have so far struggled to match or beat Apple's MacBook Air pricing, leading to weak shipments. But Intel remains committed to the initiative, and is working with manufacturers to continue to bring prices down.

It is unclear just how Apple would achieve a $200 price cut on the MacBook Air, given the company's focus on maintaining high profit margins. Certainly pricing on the solid-state drives used in the MacBook Air will continue to fall, but Apple likely has only limited flexibility to bring down pricing. And given the strong performance of the MacBook Air as Ultrabooks continue to struggle, it is not immediately obvious whether Apple would even see a need to lower pricing on its models.

Digitimes has a spotty track record with regard to Apple rumors, although it has on occasion offered accurate insight based on sources in Apple's supply chain. The publication's recent claims regarding Apple's notebook plans including a report of production being underway on slimmer 13-inch and 15-inch MacBook Pro models, as well as a suggestion that Apple is considering a 14-inch MacBook Air for Asian markets.

Article Link: Apple Looking to Launch $799 MacBook Air in 3Q 2012?

dethmaShine · May 7, 2012, 08:34 AM

/Digitimes.

The Economist · May 7, 2012, 08:36 AM

Sounds like complete nonsense.

Boisv · May 7, 2012, 08:37 AM

It would be nice but I doubt it.

Ingot · May 7, 2012, 08:37 AM

Quote:

Originally Posted by The Economist

Sounds like complete nonsense.

As much as I want to believe this, I must agree with you. Can't see them dropping the price 200 clams on this one.

gwelmarten · May 7, 2012, 08:37 AM

I'm not sure I believe it, but exciting! It would really mean another break into the education market, which I think Apple need to continue doing to get more students being brought up on Macs.

LimeiBook86 · May 7, 2012, 08:38 AM

It doesn't sound like there is much to back this up. But a $799 Apple laptop is nice to think about... And of course by comparison starting prices at $799 looks much more affordable than $999, especially when you are comparing PCs. (similarly specked or not)

KnightWRX · May 7, 2012, 08:40 AM

Too many compromises for Apple to reach that price-point IMO.

But you never know. An 11 inch using Sandy-bridge left overs at high discount from Intel ?

snowmoon · 08:51 AM

Why would it be nonsense? If it were to be offered I would expect it to be educational only and only in bulk. Apple already offers a $999 ( 5-pack ) of a bare bones 13" air, I could see them dropping the disk down to 32gb and offering another Edu-only 10 pack of 11" air's for $800.

EDIT: Remember many k-12 systems are run on network mounted/portable home directories, you don't need an excessive amount of local disk space.

Macclone · May 7, 2012, 08:44 AM

No way. That would reduce iPad sales.

danwayfilms · May 7, 2012, 08:44 AM

It's never a good sign when the subject is a question.

mrobit · May 7, 2012, 08:45 AM

Quote:

Originally Posted by snowmoon

Why would it be nonsense? If it were to be offered I would expect it to be educational only and only in bulk. Apple already offers a $999 ( 5-pack ) of a bare bones 13" air, I could see them dropping the disk down to 32gb and offering another Edu-only 10 pack of 11" air's for $800.

A hard drive that small would be pushing it. 64GB should be the minimum SSD size. With the prices dropping as it is bringing the size down from 64gb to 32gb wouldn't be that smart of a move to make, I think.

KnightWRX · May 7, 2012, 08:45 AM

Quote:

Originally Posted by Macclone

No way. That would reduce iPad sales.

Why ? Different form factors. People that want tablets aren't suddenly going to buy laptops.

Arcady · May 7, 2012, 08:46 AM

Has any rumor from Digitimes ever been correct?

Morrius · May 7, 2012, 08:46 AM

32gb is awfully small. How much is left after the OS?

efktd · May 7, 2012, 08:47 AM

They'd make up for it by getting people into the ecosystem.

sseaton1971 · May 7, 2012, 08:48 AM

Quote:

Originally Posted by KnightWRX

Why ? Different form factors. People that want tablets aren't suddenly going to buy laptops.

I agree... and Apple said that if anybody is going to be cannibalizing sales of their devices, it might as well be them.

scarred · May 7, 2012, 08:49 AM

This rumour is obviously true. Apple has always "raced to the bottom" with the rest of the PC manufacturers. They always want the lowest prices.

snowmoon · May 7, 2012, 08:50 AM

Quote:

Originally Posted by mrobit

A hard drive that small would be pushing it. 64GB should be the minimum SSD size. With the prices dropping as it is bringing the size down from 64gb to 32gb wouldn't be that smart of a move to make, I think.

Most k-12 system I know have network mounted/portable home directories and need little in terms of local disk space. The base OS take up 10-15 before apps.

Small White Car · May 7, 2012, 08:50 AM

Apple is able to have cheaper items as long as they minimize cannibalization by giving those cheaper products a noticeable disadvantage. Like, not just less RAM or something, but a difference you can really SEE right in the store.

In other words, selling the iPhone 3GS doesn't hurt iPhone 4S sales...they just pick up people who would never have bought a 4S, but it doesn't tempt the people who wanted a 4S with that nice sharp display.

In the past the iMac/eMac relationship worked the same way.

So this could work, but there has to be a hook that keeps most buyers in the higher models. Just a guess, but these new high-resolution displays I keep hearing about could be one such thing. If the stores are stocked with amazing-looking high-res Macbooks they can be sure most folks will still spring for that once they get a look at it.

Then, in addition to having older screens, make these cheap Macbooks with less SSD space as the only option and you start to have a computer that will pick up lower-end buyers without tempting the regulars.

Not saying it's gonna happen, but if they want to do it that's how they could.

Macclone · May 7, 2012, 08:51 AM

Quote:

Originally Posted by KnightWRX

Why ? Different form factors. People that want tablets aren't suddenly going to buy laptops.

I disagree.

Mister Bumbo · May 7, 2012, 08:52 AM

It would be the perfect student computer if you only take notes and work with text and simple media, but it sounds unlikely that apple would like to cover that "low end market".

tigres · May 7, 2012, 08:52 AM

Quote:

Originally Posted by Macclone

No way. That would reduce iPad sales.

no it would not, the two are not from the same camp.

robvas · May 7, 2012, 08:52 AM

As long as it doesn't have 2GB....

iZac · 09:02 AM

Discounting whether there is truth to this or not, surely the current bottom spec Macbook Air is now $200 cheaper to manufacture than it was last July? Apples new strategy seems to be to keep on the base model of the last generation at a discounted price... at least for iOS products

May 7, 2012, 08:34 AM	#2
dethmaShine macrumors 68000 Join Date: Apr 2010 Location: Into the lungs of Hell	/Digitimes. __________________ Steve is smiling down from above. -darkfiber
	20

May 7, 2012, 08:38 AM	#7
LimeiBook86 macrumors 604 Join Date: May 2002 Location: Hanging around in NJ with his cutie. :)	It doesn't sound like there is much to back this up. But a $799 Apple laptop is nice to think about... And of course by comparison starting prices at $799 looks much more affordable than $999, especially when you are comparing PCs. (similarly specked or not) __________________ My 'How to Draw Fun Animals' iBook is now on iTunes "Just you try and stop me..." My Site Thrift Fails Tech Blog
	2

May 7, 2012, 08:40 AM	#8
KnightWRX macrumors Pentium Join Date: Jan 2009 Location: Quebec, Canada	Too many compromises for Apple to reach that price-point IMO. But you never know. An 11 inch using Sandy-bridge left overs at high discount from Intel ? __________________ "What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others." -- Pericles
	5

May 7, 2012, 08:41 AM	#9
snowmoon macrumors 6502a Join Date: Oct 2005 Location: Albany, NY	Why would it be nonsense? If it were to be offered I would expect it to be educational only and only in bulk. Apple already offers a $999 ( 5-pack ) of a bare bones 13" air, I could see them dropping the disk down to 32gb and offering another Edu-only 10 pack of 11" air's for $800. EDIT: Remember many k-12 systems are run on network mounted/portable home directories, you don't need an excessive amount of local disk space. __________________ UMBP 2.4 15" replacement for a MBP2,2 with a boatload of issues. Last edited by snowmoon; May 7, 2012 at 08:51 AM.
	5

May 7, 2012, 08:44 AM	#10
Macclone Banned Join Date: Mar 2012	No way. That would reduce iPad sales.
	-14

May 7, 2012, 08:36 AM	#3
The Economist macrumors regular Join Date: Apr 2011 Location: Mexico	Sounds like complete nonsense.
	1

May 7, 2012, 08:37 AM	#4
Boisv macrumors regular Join Date: Feb 2012	It would be nice but I doubt it.
	11

May 7, 2012, 08:37 AM	#6
gwelmarten macrumors 6502 Join Date: Jan 2011 Location: England!	I'm not sure I believe it, but exciting! It would really mean another break into the education market, which I think Apple need to continue doing to get more students being brought up on Macs.
	3

May 7, 2012, 08:44 AM	#11
danwayfilms macrumors member Join Date: Feb 2012	It's never a good sign when the subject is a question.
	7

May 7, 2012, 08:46 AM	#14
Arcady macrumors 6502 Join Date: May 2002 Location: Louisville, KY	Has any rumor from Digitimes ever been correct? __________________ "The Macintosh uses an experimental pointing device called a 'mouse.' There is no evidence that people want to use these things." -John C. Dvorak, SF Examiner, Feb. 1984.
	6

May 7, 2012, 08:46 AM	#15
Morrius macrumors member Join Date: Oct 2007	32gb is awfully small. How much is left after the OS?
	2

May 7, 2012, 08:47 AM	#16
efktd macrumors member Join Date: Sep 2011 Location: USA	They'd make up for it by getting people into the ecosystem.
	3

May 7, 2012, 08:49 AM	#18
scarred macrumors 6502 Join Date: Jul 2011	This rumour is obviously true. Apple has always "raced to the bottom" with the rest of the PC manufacturers. They always want the lowest prices.
	13

May 7, 2012, 08:50 AM	#20
Small White Car macrumors G3 Join Date: Aug 2006 Location: Washington DC	Apple is able to have cheaper items as long as they minimize cannibalization by giving those cheaper products a noticeable disadvantage. Like, not just less RAM or something, but a difference you can really SEE right in the store. In other words, selling the iPhone 3GS doesn't hurt iPhone 4S sales...they just pick up people who would never have bought a 4S, but it doesn't tempt the people who wanted a 4S with that nice sharp display. In the past the iMac/eMac relationship worked the same way. So this could work, but there has to be a hook that keeps most buyers in the higher models. Just a guess, but these new high-resolution displays I keep hearing about could be one such thing. If the stores are stocked with amazing-looking high-res Macbooks they can be sure most folks will still spring for that once they get a look at it. Then, in addition to having older screens, make these cheap Macbooks with less SSD space as the only option and you start to have a computer that will pick up lower-end buyers without tempting the regulars. Not saying it's gonna happen, but if they want to do it that's how they could.
	6

May 7, 2012, 08:52 AM	#22
Mister Bumbo macrumors 6502 Join Date: Apr 2012	It would be the perfect student computer if you only take notes and work with text and simple media, but it sounds unlikely that apple would like to cover that "low end market".
	2

May 7, 2012, 08:52 AM	#24
robvas macrumors 65816 Join Date: Mar 2009 Location: USA	As long as it doesn't have 2GB....
	3

May 7, 2012, 08:54 AM	#25
iZac macrumors 6502a Join Date: Apr 2003 Location: Shanghai	Discounting whether there is truth to this or not, surely the current bottom spec Macbook Air is now $200 cheaper to manufacture than it was last July? Apples new strategy seems to be to keep on the base model of the last generation at a discounted price... at least for iOS products __________________ Robert Goulden http://www.bobgoulden.com Last edited by iZac; May 7, 2012 at 09:02 AM.
	6

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