Apple Targets Chromebook Market with Sub-$1000 “Economical Mac”
CUPERTINO, CA – Apple is preparing to launch a more affordable laptop, aiming to capture market share currently held by Chromebooks and entry-level Windows PCs. The new device, internally codenamed J700, will mark Apple’s first foray into the low-cost laptop segment with a price point under $1000, according to a report by Bloomberg.
The upcoming laptop is currently in the active testing phase at Apple headquarters and is in early-stage production with overseas suppliers, with a planned launch in the first half of next year. Apple declined to comment on the report.
To achieve the lower price, Apple will utilize an iPhone processor – a first for a Mac model – and a smaller, lower-quality LCD screen, slightly under 13.6 inches, making it the smallest Mac screen to date. Despite the shift from dedicated computer processors, internal testing suggests the iPhone chip outperforms the previously used M1 chip.
While Apple has previously offered the M1 MacBook Air at prices under $700 through retailers like Walmart,these were discounted older models. The new laptop represents a wholly new design.Currently, the least expensive Mac is the M4 MacBook Air, retailing for $999 in the US.
The new model is anticipated to compete with educational bundles like the iPad + Magic Keyboard Folio combination, priced around $600, by offering advantages in battery life, macOS adaptability, and an integrated keyboard.
Apple currently holds a 9 percent share of the global PC market, ranking fourth behind lenovo, HP, and Dell, according to data from IDC. A more affordable Mac could attract new users to the Apple ecosystem, particularly given the iPhone’s strong presence in the US market.
The Mac segment generated $8.73 billion in revenue last quarter,growing 13 percent. However, growth is expected to slow this quarter with the planned release of only an entry-level MacBook Pro with the M5 chip.
looking further ahead, Apple is planning a significant Mac refresh for 2026, including updated MacBook Air and Pro models with M5 chips, new M5 Mac minis, and Mac Studios with M5 Max and M5 Ultra chips. Progress is also underway on a MacBook Pro featuring an M6 chip and an iPhone-style OLED touchscreen, anticipated for late 2026 or early 2027.
