MacBook Neo Shocks PC Industry: Asus Chief Says Windows Brands Scrambling to Compete

The launch of the budget-friendly MacBook Neo by Apple has sparked strong reactions across the global personal computer industry, with executives acknowledging that the company’s move into the affordable laptop segment could significantly reshape competition. Speaking during a recent earnings call, SY Hsu, co-chief executive of Asus, said the device’s aggressive pricing came as a surprise to many manufacturers within the Windows PC ecosystem, which has historically dominated the budget laptop market.

According to Hsu, Apple has traditionally positioned its products in the premium segment, meaning other PC makers rarely had to compete directly with the company on price in entry-level categories. However, the introduction of the MacBook Neo appears to mark a shift in strategy, bringing Apple into direct competition with lower-cost laptops running the Microsoft Windows operating system as well as devices powered by Chrome OS. Hsu noted that the entire PC industry is now discussing how to respond to this new competitive landscape.

Despite acknowledging the disruptive pricing, Hsu also pointed out certain limitations of the device that could affect its appeal for some users. One of the key constraints highlighted was the fixed 8GB RAM configuration, which cannot be upgraded. According to him, such hardware limitations could restrict the laptop’s suitability for heavy computing tasks or professional workloads that require higher memory capacity and greater flexibility.

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Hsu suggested that Apple may have designed the MacBook Neo primarily for content consumption rather than intensive productivity tasks. In his view, the device could function more like a tablet-style computing experience for many users, particularly those who focus on media streaming, web browsing, and lightweight applications. This positioning, he said, differs somewhat from mainstream notebook usage patterns, which often prioritise multitasking and hardware upgrades.

The MacBook Air itself was unveiled at an Apple event earlier this month as a new entry-level laptop aimed at expanding the company’s reach in the global PC market. The 13-inch device is powered by the Apple A18 Pro chip, which also powers the iPhone 16 Pro. The base model includes 8GB of unified memory, 256GB of storage, and two USB-C ports, while a higher variant offers 512GB of storage and includes a Touch ID sensor.

In India, the MacBook Neo has been priced at ₹69,900 for the base configuration and ₹79,900 for the upgraded storage variant. The laptop is available in colour options including Blush, Citrus, Indigo, and Silver and began retail sales through Apple’s official online store and authorised retailers on March 11. With the launch, Apple appears to be targeting a segment traditionally dominated by Chromebooks and budget Windows laptops, signalling a potentially significant shift in the dynamics of the global personal computer market.

Also Read: Apple Launches MacBook Neo in India — Rs 69,900 Price Tag Changes the Budget Laptop Game