So, there was an underwhelming upgrade to the Macbook Air at this year's WWDC. I see no reason for Apple to keep on selling it. Why do they insist on milking customers for their money? The 12" Macbook uses a Core M chip. There are similarly spec'd Windows PCs at under $800 (ex:/ Yoga 710). Ideal lineup: Macbook - $999 Macbook Pro 13 - starting at $1199 Macbook Pro 13 w/ Touch Bar - starting at $1499 Macbook Pro 15 - Starting at $1799 They would still make profit, as many customers would opt for the $1199 Pro. The entry level 12" Macbook can still sell the same volume as the Air did.