The MacBook Neo is right here, and it took no time in any respect for an government from a serious PC producer to place their foot of their mouth making an attempt to debate this new competitors from Apple’s $600 laptop computer. On Asus’ latest earnings call, CFO Nick Wu mentioned that the Neo and its aggressive entry-level pricing had been “certainly a shock to the entire market.” Wu additionally disclosed that Asus had some information of Apple growing the Neo again in 2025, a lot as many people had heard rumors of a MacBook with an iPhone chip for months — and but, Asus and different PC makers appear to have been caught flat-footed.
What’s worse is these firm executives don’t even appear to comprehend what the Neo means. Apple has absolutely entered the finances laptop computer house, with a particularly succesful (and colourful) machine seemingly geared at the whole lot from mainstream Windows laptops to the fleets of Chromebooks in colleges in all places. Apple’s manufacturing would possibly, design chops, and near-total possession of its tech stack give it the instruments to tackle this market in an enormous approach. Somehow, the PC makers nonetheless don’t see it coming. Here’s how Wu described the MacBook Neo, particularly its 8GB of RAM limitation:
“I think when Apple positioned the product, it’s probably focused more on content consumption. This differs somewhat from mainstream notebook usage scenarios, because in that case, the Neo feels more like a tablet — because tablets are mostly for content consumption.”
Hang on. Can we maintain up for a second right here?
Equating the MacBook Neo to a glorified Netflix machine is preposterous. It’s not a desktop replacement-class laptop computer with tons of energy, but it surely’s a really succesful machine. And this misunderstanding tells me that PC producers are about to repeat lots of the identical errors as once they spent years mocking the supposedly underpowered MacBook Air, and when former Microsoft CEO Steve Ballmer laughed at the iPhone. Once once more, the Windows world seems to not perceive what individuals really need.
How, precisely, does the MacBook Neo differ from mainstream pocket book utilization, like net shopping, enhancing paperwork, making fundamental shows, and perhaps sometimes enjoying a sport? According to a 2025 CNET survey, 52 p.c of laptop computer homeowners use their laptops for creating and viewing paperwork. Next highest was 35 p.c utilizing their laptops for streaming and watching exhibits and films (content material consumption, sure). The different surveyed makes use of behind that had been artistic work, learning, check taking, and fundamental life group. That’s all stuff the Neo can do properly (with some limits on the artistic aspect). And it does it whereas having trackpad, a vivid and colourful display screen, a strong keyboard, and high quality audio system — issues that go an extended approach to making a pc compelling, and which are usually missing on low-cost Windows laptops.
If the Neo got here out operating iPadOS, positive, name it a consumption machine, but it surely runs macOS — a desktop OS that’s identified for getting by higher with much less RAM than Windows. And, in the meantime, because of the ongoing RAM shortage, we might once again get more new laptops with 8GB of starting RAM on Windows. As RAM costs explode, Apple’s vertically built-in provide chain can proceed to supply computer systems cheaper. Even if PC makers can match the specs, they’ll have a tough time matching the value.
The proof of the MacBook Neo’s efficiency for the cash is in the numbers. In single-core benchmarks tests — which most precisely measure the sorts of on a regular basis duties you do on a pc — the Neo’s A18 Pro chip beats out all method of Windows laptops, together with the new flagship Intel Panther Lake chip in Asus’ personal $2,400 Zenbook Duo. Is a Zenbook Duo extra succesful than the MacBook Neo for heavier duties, like picture and video enhancing or enjoying extra graphically demanding video games? Yes, and it’s a part of why I liked that dual-screen laptop computer once I reviewed it. But the Zenbook Duo additionally prices 4 occasions as a lot. And, once more, the Neo can dangle with it for most typical duties, even with its 8GB of RAM.
I mentioned in my evaluate that the Neo embarrasses a whole class of reasonably priced Windows laptops, however additional embarrassment awaits these firms in the event that they don’t have anything to reply it with. I hope they’re already engaged on that subsequent era of laptops that can really compete at $600. And I actually hope firms like Asus, Microsoft, Dell, HP, Acer, Samsung, and MSI have an precise understanding of what makes their new competitors so good, and what it may well do for a complete lot lower than present Windows-based choices. I reached out to all these firms, and the solutions I’ve obtained up to now are expectedly milquetoast.
Gigabyte advertising director Howard Chiu informed me, “Gigabyte is not currently pursuing laptops in the same segment as the Neo. The Gigabyte A16 would be minimum specs that we are involved in.” Which, okay, I can really respect that. Because Gigabyte is a small participant in the laptop computer house and largely focuses on gaming — it’s merely not competing with the Neo.
Dell PR rep Nathalia Romano pointed me to COO Jeff Clarke’s CES keynote. Clarke teased the release of a brand new XPS 13 laptop computer that will probably be “the most accessible XPS price point ever.” He additionally mentioned the firm’s goal is to “cover all price points with great products. Is a great product different at $399 than it is at $1,999? Of course it is, but they both can be great at what they’re expected to do.” What does Dell at present have at the Neo’s value? A Dell 15 laptop with a dim 16:9 show, plastic construct, three-year-old Intel chip, and… 8GB of RAM. On Windows 11. Woof.
It isn’t nearly efficiency scores or the quantity of RAM, it’s additionally about making reasonably priced laptops that don’t really feel like a punishment to make use of — a complete package deal for on a regular basis individuals, for a value that’s not exorbitant. That’s what Windows laptop computer producers are up in opposition to, and in the event that they don’t perceive that, then they don’t perceive a whole class of consumers who can stroll into an Apple Store in the present day and get precisely that for $599. Because they’re about to.
