Apple is reportedly developing a new type of laptop aimed squarely at budget-conscious consumers — a move that would see the tech giant directly challenge the dominance of Chromebooks in the affordable computing market. This isn’t the first time we’ve heard whispers of such a device, but this latest report from Bloomberg carries significant weight due to its source: Mark Gurman, a highly respected and accurate journalist specializing in Apple news.
According to Gurman, the new laptop is expected to launch sometime in the first half of 2024 and will be significantly cheaper than Apple’s current offerings. The target audience appears to be everyday users who primarily require their laptops for basic tasks like web browsing, document editing, and email communication — precisely the use cases that Chromebooks excel at.
The reported price point for this budget Mac sits “well under $1,000.” To achieve such affordability, Apple is reportedly planning to utilize less advanced technology compared to its premium MacBook lineup. This strategy marks a distinct departure from Apple’s traditional focus on high-end hardware and software ecosystems.
Rumors of an Apple foray into the Chromebook market first surfaced in 2023, following a period during the COVID-19 pandemic when Chromebooks outsold MacBooks. These initial rumors were also championed by reputable Apple analyst Ming-Chi Kuo, but ultimately didn’t materialize. This renewed report from Bloomberg suggests that Apple might be seriously reconsidering its position in the affordable laptop segment.
This potential shift has significant implications for both Apple and the broader computing landscape. If successful, a low-cost Apple laptop could attract a vast number of new users to the Mac ecosystem who are currently drawn to Chromebooks’ simplicity and affordability. It could also force other PC manufacturers to sharpen their offerings in this competitive price range.
Only time will tell if Apple can deliver a compelling product at this lower price point, but its entry into this market segment undoubtedly deserves close attention.
