The launch of the MacBook Neo at VND16.5 million (US$650) is creating shockwaves across the laptop industry, posing a direct threat to the market share of Windows laptop makers and reshaping the mid-range segment.

The arrival of the MacBook Neo is dramatically altering the competitive landscape of the laptop market. Powered by the energy-efficient A18 Pro chip delivering performance comparable to the M1 SoC, the device combines stylish design with a price that challenges the long-held perception that MacBooks are always expensive.

Although some features were sacrificed to reach the VND16.5 million price point (or VND14 million - approximately US$550 - with education subsidies), such as removing keyboard backlighting and limiting the device to 8GB RAM, the MacBook Neo remains highly attractive to mainstream users. For many buyers, owning a device bearing the iconic Apple logo often outweighs pure specification comparisons with similarly priced Windows laptops.

Apple’s move comes at a sensitive moment when Windows 11’s reputation remains under pressure and millions of Windows 10 users face hardware compatibility issues. Apple has even created a dedicated “Switch to Mac” section on its website to attract these users.

Original equipment manufacturers (OEMs) in the Windows ecosystem such as HP, Lenovo and Dell are likely to feel the pressure. Analysts say many laptops in the same price range struggle to compete with the desirability of a brand-new MacBook. If younger users increasingly adopt the MacBook Neo, the Windows ecosystem risks gradually losing influence, retaining strength mainly in niche areas such as gaming and enterprise environments.

Reshaping the laptop market

A new report from TrendForce forecasts that the MacBook Neo could help Apple’s laptop shipments grow by nearly 8% this year, despite a broader downturn in the overall market.

TrendForce estimates that global laptop shipments will decline 9.2% year-on-year in 2026. While rising memory and CPU costs are forcing most PC manufacturers to scale back their product portfolios, Apple appears to be moving in the opposite direction.

Targeting the US$500 to US$800 segment - traditionally dominated by Windows laptops and Chromebooks for education and basic office tasks - the MacBook Neo breaks the long-standing US$1,000 price floor that defined entry-level MacBooks.

According to forecasts, Apple’s laptop shipments could grow 7.7% in 2026, pushing macOS market share to 13.2%. The MacBook Neo alone may contribute between four and five million units.

However, TrendForce cautions that consumer reaction to the non-upgradable 8GB RAM configuration will be a key factor determining the product’s success.

Apple’s control over its own chips through Apple Silicon reduces dependence on external CPU suppliers, while its unified memory architecture strengthens the company’s bargaining power with component partners. This advantage is difficult for Windows OEMs to replicate given their fragmented product portfolios and exposure to fluctuating component costs.

The MacBook Neo is scheduled to go on sale in several markets on March 11. If the device successfully establishes itself in the mainstream segment, it could redefine pricing dynamics across the global laptop industry.

Du Lam