New 12.9-Inch MacBook Could Launch This Year Starting at $599

[xp84]

One of the reasons may be to bring more people into the Apple Ecosystem in an affordable way - people who may feel that Macs are out of the question because they are to expensive as compared to low-end PCs (or ChromeBooks) may now be lured in. So, this super affordable MacBook may help bring more people to Apple's services, which is a huge revenue maker for them. This would also extend to other Apple products once they're in.

This has always been true that bringing in people to low-end Macs could have those effects, but they've been outright refusing to play in the actual low-cost market for 40 years, I see no reason they would change their strategy now.

In my opinion, especially Tim Cook's Apple does not have any interest in growing market share -- especially in the low end. Look how they don't even attempt to convince people to pick iPhone over Android. Their marketing is purely brand driven. "Buy another iPhone because you're Team iPhone and the blue bubbles confirm your in-group status" is the main thrust of their marketing now.

Tim wants one thing and one thing only: Profit. And the 'danger' in Tim's eyes of a true low-end Mac -- one competitive with the many perfectly good $600 laptops like this -- is that it eats into sales of $1200 MacBook Airs ($1200 is the cheapest you can get a MacBook Air with 512GB storage). If Apple shipped a $600 laptop, most of the buyers would probably be "Mac People" 'buying down' for their next laptop, rather than PC people switching. And each of those lost $1200 sales would mean about $550 profit lost, replaced by only maybe $200 profit on the low-end mac.

This is why this Mac will either be more expensive than anyone outside the Apple-sphere would consider "low-cost," OR be severely limited, to ensure it's very unattractive to anyone that already daily drives a Mac today.

 

[tomtad]

Except the base iPad screen is 11”, not 12.9 – so the math doesn’t quite add up, because I suspect displays are one of (if not the) costliest items on the BOM.

Right. The iPad Air screen is also 11inch compared to the 13inch MacBook.

The bottom line is one isn’t undercutting the other.

 

[spaceywilly]

It’s funny, I just bought a Magic Keyboard for my iPad Air (m2, 11”), and my wife was noting how heavy the iPad + keyboard is compared to her old 12” MacBook. This new one will be perfect for her I think. She doesn’t need crazy processing power, just something that can run google docs. This can’t be released soon enough.

 

[Innovati0n]

It’s funny, I just bought a Magic Keyboard for my iPad Air (m2, 11”), and my wife was noting how heavy the iPad + keyboard is compared to her old 12” MacBook. This new one will be perfect for her I think. She doesn’t need crazy processing power, just something that can run google docs. This can’t be released soon enough.

She is definetly the target demographic for this machine. Actually most customers will be.

 

[dandyryan]

It’s funny, I just bought a Magic Keyboard for my iPad Air (m2, 11”), and my wife was noting how heavy the iPad + keyboard is compared to her old 12” MacBook. This new one will be perfect for her I think. She doesn’t need crazy processing power, just something that can run google docs. This can’t be released soon enough.

apple can try shoving the ipad + keyboard combo as hard as it wants but the magic keyboard is a terrible experience and ipads should be used as a tablet, not a subpar laptop.

macbook mini LFG

 

[XboxEvolved]

I think this would be amazing, as long as it had at the very least 256GB of storage especially say for my daughter. She doesn't even have a desire to do anything with thunderbolt or external displays and she is using my old 2017 MBP for school. I had planned on buying her a fairly high end MBA in the hopes of it lasting her through college (she's a HS freshman currently), but this will definitely last her through HS at least and if I can get it at $600-700 all the better.

I could see it definitely boosting Apple back in K-12 where it has been getting chipped away at by Chromebooks, and cheap crap Wintels before that. Even more so I could see this being one of Apple's biggest sellers.

 

[wbeasley]

That "group" already has an abundant supply of new and refurbished M1 and M2 Macbooks and Macbook Air across multiple retailers not to mention used market. These are not even on sort of holiday / black Friday pricing and are still 449 - 500.

so why should they settle for secondhand and refurb devices?

this, as a mainstream, promoted laptop will attract a group who dont want to buy what exists currently.

 

[pjpetrozelli]

so why should they settle for secondhand and refurb devices?

this, as a mainstream, promoted laptop will attract a group who dont want to buy what exists currently.

I guess you missed the "new" in my comment. Why should they settle for the multicore performance of an A series chip? iPads, M1 and M2 already appeal to this cohort. Mark my words... this will flop and will be cut within 36 months just like the iPhone mini was even though that had arguably a larger TAM

 

[wbeasley]

I’ve never seen a rumored low cost Apple product ever release at its rumored price point. So if the rumors say $599, it’s more likely to be $799 or $899.

remember when iPad first launched?

the tech media saw no market for it, laughed at the name.

and then Jobs priced it at $499 when people were expecting $999...

i wouldnt write off this being a very popular and well priced item.
Cook needs a hit product. It would be extremely smart to release this to sell in big numbers.

 

[Alicia1]

I already have an M4 13" Air and a M4 Pro Macbook Pro, but if this comes in Pink, it is a definite buy for me.

 

[wbeasley]

I guess you missed the "new" in my comment. Why should they settle for the multicore performance of an A series chip? iPads, M1 and M2 already appeal to this cohort. Mark my words... this will flop and will be cut within 36 months just like the iPhone mini was even though that had arguably a larger TAM

the people this product will target wont know or care about the processor chip.
it will all come down to price.

lets revisit this 6 months after launch.
i'd wager this will be quite a successful product launch and non tech users will love it.

 

[wbeasley]

With due respect, Apple laptops are all now thin and light (more or less). Switching from Air to Pro is mostly an exercise in capabilities and qualities, not form factor.

I expect this laptop to be about the same. Maybe marginally thinner and lighter, but we’re definitely low on mm to shave off right now.

the only thing it needs to shave off is price. that's the target buyer group.
cheaper without being cheap build.

 

[Lone Deranger]

This thing will have some Apple BS designed into it to hamstring it just enough to grease that upgrade temptation.

No ports would be my guess.

 

[kevinws]

Okay this would be great for me. My current MacBook is a 2014. It does every thing I need. At this current stage in my life I just use the web and the terminal to communicate with my pihole.

I imagine it will probably replace the M1s at Walmart.

Honest question how long will Apple support M1 Air. Your honest opinion.

 

[Biro]

Okay this would be great for me. My current MacBook is a 2014. It does every thing I need. At this current stage in my life I just use the web and the terminal to communicate with my pihole.

I imagine it will probably replace the M1s at Walmart.

Honest question how long will Apple support M1 Air. Your honest opinion.

I say two more years. That’ll be 7 years since the M1 MBA’s introduction. I could be wrong. But is your 2014 MacBook still supported?

 

[JSRinUK]

Apple could do a lot worse than to bring this out by October.

Lots of Windows user will be facing the “fear” that their Windows 10 machines will no longer be supported. Many will be feeling “forced” to replace their current machine. This may foster a feeling of resentment against Microsoft.

People looking for a new machine and not feeling inclined to stick with Windows? A £599 MacBook could easily mop up a load of new customers enticed into the Apple ecosystem. If Apple miss the boat on this, they only have themselves to blame.

This laptop shouldn’t be targeted at any of us. It should be targeted at soon-to-be-ex Windows users.

 

[kevinws]

I say two more years. That’ll be 7 years since the M1 MBA’s introduction. I could be wrong. But is your 2014 MacBook still supported?

No it’s not supported still does everything I need. It’s just starting to lose app support.

With the m1 I was thinking that two more years. But I was thinking or hoping since it is still being sold new although not through Apple that they might push it out a little longer.

 

[shapesinaframe]

If it’s an Apple silicon version of the 12” MacBook, I’m interested.

 

[mikeschr]

This has always been true that bringing in people to low-end Macs could have those effects, but they've been outright refusing to play in the actual low-cost market for 40 years, I see no reason they would change their strategy now.

In my opinion, especially Tim Cook's Apple does not have any interest in growing market share -- especially in the low end. Look how they don't even attempt to convince people to pick iPhone over Android. Their marketing is purely brand driven. "Buy another iPhone because you're Team iPhone and the blue bubbles confirm your in-group status" is the main thrust of their marketing now.

Tim wants one thing and one thing only: Profit. And the 'danger' in Tim's eyes of a true low-end Mac -- one competitive with the many perfectly good $600 laptops like this -- is that it eats into sales of $1200 MacBook Airs ($1200 is the cheapest you can get a MacBook Air with 512GB storage). If Apple shipped a $600 laptop, most of the buyers would probably be "Mac People" 'buying down' for their next laptop, rather than PC people switching. And each of those lost $1200 sales would mean about $550 profit lost, replaced by only maybe $200 profit on the low-end mac.

This is why this Mac will either be more expensive than anyone outside the Apple-sphere would consider "low-cost," OR be severely limited, to ensure it's very unattractive to anyone that already daily drives a Mac today.

Apple *already* sells a Macbook in this price range - the $650 M1 Air sold at Wal-Mart. Your theory that they will never do this is already out-of-date.
The most obvious reason for this new model would be so that they can retire production of the M1 chip.

 

[wbeasley]

If it’s an Apple silicon version of the 12” MacBook, I’m interested.

Unless you mean A17/A18 is Apple silicon you are going to be uninterested...

And rumour isnt 12" either unless 12.9" cuts it...

 

[darngooddesign]

This has always been true that bringing in people to low-end Macs could have those effects, but they've been outright refusing to play in the actual low-cost market for 40 years, I see no reason they would change their strategy now.

In my opinion, especially Tim Cook's Apple does not have any interest in growing market share -- especially in the low end. Look how they don't even attempt to convince people to pick iPhone over Android. Their marketing is purely brand driven. "Buy another iPhone because you're Team iPhone and the blue bubbles confirm your in-group status" is the main thrust of their marketing now.

Tim wants one thing and one thing only: Profit. And the 'danger' in Tim's eyes of a true low-end Mac -- one competitive with the many perfectly good $600 laptops like this -- is that it eats into sales of $1200 MacBook Airs ($1200 is the cheapest you can get a MacBook Air with 512GB storage). If Apple shipped a $600 laptop, most of the buyers would probably be "Mac People" 'buying down' for their next laptop, rather than PC people switching. And each of those lost $1200 sales would mean about $550 profit lost, replaced by only maybe $200 profit on the low-end mac.

This is why this Mac will either be more expensive than anyone outside the Apple-sphere would consider "low-cost," OR be severely limited, to ensure it's very unattractive to anyone that already daily drives a Mac today.

Tim Cook already sells a low cost MacBook Air for $650 (currently discounted at $600) through Walmart. These arent left-overs, they're made specifically for Walmart.

 

[MaverickCC]

I would love to be wrong but I do not believe one second that the company that charges desktop wheels and monitor stands for close to $1k and still continue to charge atrociously expansive upgrade on RAM / Storage on macbooks will canibalize its MBAs which sell pretty well with someing lower end at 599. 599 is just too competitive, Timmy wants a juicy margin. 799 maybe but 599 is copium
Once again I would love to be wrong but you don't become a trillion dollar company by canibalizing your product line.

Apple is, in fact, known for embracing cannibalization ... I believe the quote from a previous CEO was something like: "If you don't cannibalize yourself, someone else will." So I suspect you just might get what you love on this one

 

[MaverickCC]

You misunderstand me - I'm not a fan of iPadOS. I just don't see how Apple can offer something cheaper than an Air, which already has a 60hz non-miniLED display and subpar speakers compared to a Macbook Pro. So, what exactly is this new machine going to be? What features will it lack so it doesn't cannibalize Air sales? I'm not seeing the market they're trying to address. The only thing that makes sense is that they're going to move the Air upmarket by giving it more features along with a price hike.

The air has always been marketed up from the (currently defunct, but surely will come back) 'MacBook' base.

 

[MaverickCC]

Exactly. This product doesn't make sense as the M4 base model has already been down to $799 with various retailers over the past couple weeks and will see further discounts as the year progresses. It's the iPhone 16e strategy where you offer the cheapest hardware you can find for the highest possible price that those customers will pay who just walk into the Apple store and ask for a cheap entry level device. At least the 16e was heavily carrier-subsidized when it launched.


But this is another 13" device. If Apple put this chip in a 12" Macbook (without the serial defects this time) then it would be a great offering. But the 13" Macbook Air is already as compact as it gets for the screen size. We have seen what happened last time Apple tried to make the Macbooks thinner and lighter and that was the disaster known as the butterfly keyboard generation.

Disaster? I'm literally typing on one now...

IMO it's less about screen size than weight. Ironically, for many years now, the air has been quite a bit heavier than the name 'air' should ever be allowed to associate with. My MacBook 12" is delightfully lightweight and that's worth a lot to many people.

 

[Admiral]

For the sake of consistency across the product line, whatever chip goes into this new laptop ought to have Thunderbolt, but no — it wouldn't be a dealbreaker. Just a disappointment.