Apple's MacBook Neo offers a 45% price cut but won't shift strategy from high-end devices like iPhone Fold and OLED MacBook Pro, according to analyst Mark Gurman.
© A. Krivonosov
Despite launching the more affordable MacBook Neo, Apple isn't changing its strategy and continues to focus on premium devices. According to the latest issue of journalist Mark Gurman's Power On newsletter, the arrival of this budget MacBook won't mark a turning point for the company's direction.
Gurman points out that the MacBook Neo launch was enabled by several key factors. These include Apple's shift to its own processors, moving away from Intel chips, significant modernization of macOS for ARM architecture, and scaling production of the A18 Pro chip, which lowered the device's cost. As a result, the new laptop is about 45% cheaper than the current MacBook Air, opening a new market segment for Apple.
However, the analyst believes the company's main emphasis will remain on expensive, technologically complex products in the Ultra category. A prime example could be the iPhone Fold—a foldable smartphone with a large inner display and a price tag exceeding $2,000. Rumors suggest it will feature several new technologies, including sensors embedded directly into the screen, COE (Color Filter on Encapsulation) technology, and an improved hinge mechanism designed to nearly eliminate the display crease.
Additionally, new AirPods Pro are in development, rumored to include a built-in camera for Siri's visual intelligence functions. These headphones would become part of Apple's AI-powered device ecosystem, which may also include smart glasses and a wearable pendant device.
An updated MacBook Pro with a touch-sensitive OLED display is also expected. The shift to this new screen technology could increase the price by roughly 20% compared to models based on the Apple M5 Pro and Apple M5 Max chips. Gurman suggests Apple might even use the Ultra designation for such a model.
Meanwhile, the company has already released another high-end device—the Studio Display XDR, which uses the XDR label instead of Ultra to highlight the display's extended capabilities. Looking ahead, a foldable OLED iPad tablet is also under discussion and could receive similar premium branding.