Apple Inc. is reportedly making a strategic move into the affordable laptop sector with a new budget-friendly Mac, aiming to challenge the dominance of Google Chromebooks and entry-level Windows PCs. This initiative signifies Apple's intent to broaden its customer base by offering a more accessible computing solution.
The upcoming device, internally referred to as J700, is specifically designed to cater to students, small businesses, and general users. Its primary focus will be on facilitating everyday computing tasks such as internet browsing, document creation, and minor content editing, according to sources familiar with the project. This suggests a shift towards a more utilitarian approach, contrasting with Apple's traditional premium market positioning.
Currently, the J700 is undergoing testing at Apple's Cupertino headquarters and has commenced early production stages with international suppliers. The anticipated launch of this new budget Mac is set for the first half of 2026. This timeline indicates a deliberate and phased rollout for Apple's foray into this competitive segment.
To achieve a lower price point, expected to be below $1000, Apple plans to utilize less advanced components compared to its existing MacBook lineup. Additionally, the screen size of the new laptop is projected to be smaller than that of the current MacBook Air, which, with its M4 chip, starts at $999 and can be further reduced to $899 with educational discounts. This aggressive pricing strategy is crucial for competing against Chromebooks, which typically range from a few hundred dollars to around $600 for premium models.
Despite Microsoft Windows holding a significant majority of the global desktop operating system market share at 66.14% as of October 2025, macOS maintains a 4.15% share, with Chrome OS trailing at 1.34%. Apple's Mac revenue reached $8.83 billion in its recent fourth-quarter earnings, an increase from $7.74 billion in the previous year's corresponding quarter, demonstrating a robust performance even without a direct competitor in the budget laptop space.
Apple's stock experienced a 0.37% gain on Tuesday, although it saw a slight dip of 0.02% in after-hours trading. The company's consistent strong performance across short, medium, and long-term periods, as indicated by various stock rankings, suggests a positive market reception for its ventures, including this new budget Mac initiative.
The tech giant's strategic pivot to introduce a more affordable Mac reflects a broader ambition to capture a larger share of the global personal computer market by offering a compelling alternative to more budget-oriented devices. This move could significantly alter the landscape of the entry-level laptop segment, providing consumers with a wider array of choices backed by Apple's renowned ecosystem and brand reputation.