Apple MacBook Neo. The name sounded ridiculous to me at first, but then I hadn’t seen the colorful, classic, and affordable budget laptop in person. What I didn’t know is that it’s very likely the look, which includes colors like Citrus and Blush playfully bleeding all the way onto the keyboard, that is probably at least partially responsible for the Neo name.
Think about it: “Neo” is one letter short of “Neon,” and these colors, especially Citrus and Blush, have the boldness of neon lights.
Finding the market
What Noveilli could talk about is the aspirations for the MacBook Neo and some of the challenges Apple faced in bringing MacBook DNA to life in an affordable system.
While she could not offer specifics on the manufacturing process, Novielli did share some insight, mostly by comparing what other laptop manufacturers are doing in the space.
“If you think about many of the comparable personal computers that you can get in this price range, what you will find is that it is very easy to make a computer that has features and experience that is just okay,” she told me, adding that Apple has “a relentless focus and attention to detail,” and “an obsession with making sure that the user experience is perfect in every way.”
It’s true, there are a lot of laptops in this price range made of plastic and not that many $599, 2.7 lb laptops featuring relatively durable (and mostly recycled) aluminum.
I think, though, the real challenge here was marrying Apple’s obsession with design and materials quality with a product that would still sell for $599 or less ($499 in the education market). To do so, Apple had to build a new product from the ground up and make early decisions that would allow it to fit within that relatively narrow price box.
The magic here is that most consumers might not even notice the sometimes subtle but impactful differences, like the swapping of a haptic touchpad for a physical trackpad (that works and feels a lot like the trackpad on a MacBook Air) and using a standard sleep button (Touch ID will cost you an extra $100 but also net you double the storage).
Even the decision to go with just 8GB of RAM, though that choice may have been partly steered by the decision to use the A18 Pro, which was paired with 8GB of unified memory on the iPhone 16 Pro.
Addressing the RAM in the room
Thinking about that RAM, I was less concerned about the amount (8GB on a budget laptop is actually pretty good) than about how Apple would manage dwindling RAM supplies (and skyrocketing prices), especially if the MacBook Neo is, as I expect it might be, a huge hit.
Novielli, though, was sanguine, refusing to comment on product demand but assuring me, “We are very confident that we will be able to put this amazing new product in the hands of many, many more customers worldwide.”
Apple, she assured me, is well aware of the global situation. “Of course, all of the things that you are asking about are things that very intelligent teams at Apple are thinking through on a regular basis,” she said, adding, “We understand what’s going on in the world, and we have a hyper focus on making sure that we can deliver with the right products to the right customers at the right time.”
I reminded Noveilli that the last time I’d seen such a singular Apple MacBook was the MacBook 12-inch, which launched more than a decade ago. It looked like the MacBook Air, but if you were viewing it through the wrong end of a telescope. It only had one USB-C port (a novelty at the time, Novielli reminded me) and cost $1,299. The product was not a success. Still, I saw echoes of the effort in this new MacBook Neo. Perhaps, though, I shouldn’t
“I think some may draw parallels to the MacBook product that you’re referencing, but really, you know, MacBook Neo is an entirely new product that was, again, reimagined from the ground up,” she explained.
Finally, we got to the buying decision question; not whether you should get the MacBook Neo or a MacBook Air, but choosing between 256GB and 512GB. Look, some might want that Touch ID, but I asked Novielli how consumers should think about their storage choices. She offered a simple, and I’d say useful, rule of thumb.
You should look at your current storage needs, she told me. “So, whether you’re using a Mac or a PC, or whether you have your iPhone, you probably have some idea of the amount of storage you’re using in terms of your files, your photos, or committed to major things, and anything else you have stored on your current devices. And so, that’s a really good way to kind of gauge what your needs are today and for the future.”
Hmmm. I might need that 512GB.
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lance.ulanoff@futurenet.com (Lance Ulanoff)
