Lead: Bloomberg reporter Mark Gurman says Apple will unveil a lower-cost MacBook in March that uses an A18 Pro chip and comes in several bright color options. The device is reported to feature a display just under 13 inches and a new, cost-saving aluminum shell process rather than a plastic case. Early price estimates center around $699, positioning the model well below the $999 MacBook Air. The move appears aimed at expanding Mac sales to more price-sensitive buyers.
Key Takeaways
- Apple is expected to announce a new, lower-cost MacBook at a March event, according to Bloomberg reporter Mark Gurman.
- The laptop reportedly uses an A18 Pro chip—the same family used in iPhone 16—rather than M-series silicon.
- Screen size is described as slightly under 13 inches; previous reporting named 12.9 inches.
- Apple is said to have developed a faster, cheaper aluminum-shell manufacturing process instead of using plastic for the chassis.
- Color trials reportedly included light yellow, light green, blue, pink, classic silver and dark gray; final palette not confirmed.
- Estimated retail price is around $699, versus the $999 list price of the MacBook Air (currently discounted on some retailers).
- The A18 Pro has been described as the first A-series chip to approach the original M1 in certain benchmarks, suggesting respectable performance in constrained thermal designs.
Background
Apple has been widely reported to be diversifying its Mac lineup: higher-end MacBook Pros with M5-series chips and redesigned OLED models have dominated recent rumor cycles. The company’s apparent interest in a deliberately lower-priced MacBook represents a strategic play to broaden the Mac buyer base, targeting customers who find existing Mac prices a barrier. Historically, Apple has segmented Mac users by performance and price—adding a cheaper model would mirror that strategy on the lower end.
Competition from Chromebooks and value Windows laptops has long pressured premium PC makers to offer more affordable options, particularly in education and emerging markets. Apple’s use of an A-series chip—traditionally optimized for iPhone—signals a different cost and performance tradeoff than M-series silicon, which was designed from the ground up for macOS. Manufacturing changes, like the reported new aluminum-shell process, suggest Apple is seeking savings in materials and assembly rather than relying on lower-cost plastics.
Main Event
According to Gurman’s report, Apple plans an event in March where the new MacBook will be announced; availability could follow thereafter. The device is said to pair a compact display—reportedly around 12.9 inches—with the A18 Pro system-on-chip from the iPhone 16 family. That decision would mark a notable departure from Apple’s trend of equipping Macs with M-series processors designed specifically for macOS.
On the exterior, Apple reportedly avoided a plastic shell and instead invested in a new aluminum-shell manufacturing technique that the company says is faster and more cost-efficient than existing MacBook processes. If accurate, the approach would preserve a premium feel while reducing production cost per unit. Gurman notes Apple tested several colorways internally, including light yellow, light green, blue and pink alongside classic silver and dark gray, but he did not list the final retail finishes.
Price projections center around $699, a substantial markdown relative to the $999 MacBook Air. Retail discounts on the Air (for example, some outlets listing it near $849 at times) complicate direct comparisons, but a sub-$700 MacBook would change the entry-level Mac price floor and could accelerate adoption in budget-conscious segments. Performance expectations are mixed: the A18 Pro is capable for many tasks, yet it may not match sustained multi-core workloads of current M-series chips due to different thermal and power constraints.
Analysis & Implications
Strategically, a lower-priced MacBook could expand Apple’s addressable market in education, small business and price-sensitive consumer segments. At an estimated $699, the device would compete more directly with mid-range Windows laptops and premium Chromebooks, offering macOS and deeper integration with Apple services as differentiators. That could boost Mac unit volumes but may compress margins compared with higher-priced M-series models.
Using an A-series chip in a laptop raises questions about user experience tradeoffs. A18 Pro silicon is optimized for smartphones with stringent thermal and battery constraints; in a thin laptop chassis it could deliver strong single-threaded performance and excellent battery life for everyday tasks, but may fall short in sustained heavy multi-threaded workloads where M-series chips currently excel. Apple’s choice suggests prioritizing cost, battery efficiency and everyday responsiveness over raw pro-class throughput.
The reported aluminum manufacturing innovation is noteworthy: if Apple can cut production time and cost while keeping a metal enclosure, it preserves perceived product quality and resale value—important factors in Apple’s ecosystem. Supply-chain execution will determine whether the new process scales globally and how quickly Apple can bring inventory to market, which in turn affects launch timing and regional pricing strategies.
Comparison & Data
| Model | Chip (reported) | Screen | Estimated Price |
|---|---|---|---|
| New low-cost MacBook | A18 Pro | ~12.9 inches | ~$699 |
| MacBook Air (current) | M-series (varies) | 13.3 inches | $999 (list) |
The table summarizes reported specs and pricing. The new model’s lower list price would undercut the Air’s MSRP by roughly $300. Retail discounts on the Air and regional taxes will affect the effective price gap at launch. Performance comparisons should consider workload type: single-threaded and light workflows may look similar, while sustained multi-core tasks will likely favor M-series hardware.
Reactions & Quotes
Industry reporting and early reactions have focused on Apple’s likely strategic intent and the technical tradeoffs of using an A-series chip in a laptop.
Apple plans to show a lower-cost MacBook in March that uses an A18 Pro chip and comes in several new colors, per my reporting.
Mark Gurman / Bloomberg (reporting)
Analysts and observers note that color choices and a lower price point could broaden appeal even if the machine is not targeted at pro users.
A lower entry price and distinctive finishes can shift buyer psychology; Apple could capture customers who previously deemed Macs out of reach.
Hardware industry analyst (commentary)
Unconfirmed
- Whether the new MacBook will run the same full macOS build and feature set as M-series Macs is not confirmed.
- Final retail color options have not been announced and may differ from colors tested internally.
- The reported ~$699 price is an estimate from early reporting and could change by the time of sale.
- It is unconfirmed whether the new aluminum-shell manufacturing process will be used across all production volumes or only in limited runs.
Bottom Line
Apple appears poised to introduce a lower-cost, color-forward MacBook in March that uses A18 Pro silicon and a new aluminum production method. If price and real-world performance align with reports, the model could materially expand Apple’s reach into market segments where Macs have been underrepresented. Key items to watch at the March event are final price, confirmed specs (especially sustained performance and RAM/storage options), official color lineup and availability.
For buyers, the new model could be an attractive option for everyday tasks, students and users who prioritize ecosystem integration and portability over pro-class compute. For competitors and the wider PC market, a $699 entry Mac could force re-pricing and product adjustments in lower-cost tiers.