Apple readies budget MacBook for broader appeal

Apple plans a low-cost 12.9 inch MacBook that could widen the brand's reach.

Apple readies 12.9 inch MacBook to broaden appeal

Apple is moving toward a more affordable MacBook option, with a 12.9-inch display and a price point rumored around $599 to $699. Production on several components is slated to begin soon, followed by mass assembly in the fourth quarter and a launch anticipated in late 2025 or early 2026. The device is expected to use an iPhone-class A18 Pro chip rather than Apple’s higher-end M-series, and it will feature a 12.9-inch screen that is smaller than the 13.6-inch MacBook Air. The plan aligns with Apple’s broader strategy to diversify the Mac lineup across price points, following a playbook similar to the company’s approach with the iPad.

Analysts and industry observers note that pricing this low could invite a new audience to Mac, especially among existing iPhone users who have kept to Windows or other platforms due to cost. If launched on schedule, the device could hit the holiday shopping window, potentially expanding Apple’s user base as macOS Tahoe and iOS 26 emphasize greater software integration between devices.

The proposed low-cost MacBook marks a clear shift in Apple’s growth strategy. By courting price-sensitive buyers, Apple risks eroding margins if the hardware is too inexpensive or the component mix underperforms. Yet the approach also has a strategic upside: it lowers the barrier to entry for new users who may become long-term customers. The real test will be whether software integration and performance on a compact 12.9-inch screen meet expectations as the company nudges macOS Tahoe and iOS 26 toward deeper cross-device continuity. If successful, this could redefine what people expect from a budget Mac without diluting the brand’s premium image.

Highlights

The next few quarters will reveal whether price alone can expand a loyal audience or merely adjust a balance sheet.