Apple plans to launch its first low-priced Mac, priced well below $1,000, challenging Microsoft and Chromebooks

Media reports indicate that Apple is preparing to enter the low-cost laptop market for the first time, developing a MacBook laptop priced well below $1,000, aiming to attract users from Chromebooks and entry-level Windows computers.

According to sources familiar with the matter, this new device is primarily aimed at students, businesses, and general users, targeting those who mainly use computers for internet browsing, document processing, or simple media editing. Apple also hopes to attract consumers who originally intended to purchase an iPad but prefer a traditional laptop experience.

This device, codenamed J700, is currently in an active testing phase within Apple and has entered early production with overseas suppliers. Sources have indicated that Apple plans to launch the product in the first half of next year.

Analysts say this move will represent a strategic shift for Apple, as the company has historically focused on high-end devices and pursued high profit margins. The company had previously promised not to chase market share by launching low-end products.

However, Apple is facing a growing threat from Chromebooks, which run Google's Chrome OS. At the same time, there are potential opportunities to attract Windows users. Microsoft has upgraded the system to Windows 11, leaving some users of the previous generation system dissatisfied and facing issues with not receiving security updates.

Media reports state that Apple plans to price this new laptop well below $1,000 by using less advanced components. The laptop will feature an iPhone processor and a lower-end LCD display. The screen size will also be the smallest among all existing Macs, slightly smaller than the 13.6 inches used in the current MacBook Air.

This will be the first time Apple uses an iPhone processor in a Mac, rather than a chip designed specifically for computers. However, internal testing has shown that the performance of this smartphone chip even surpasses that of the M1 chip optimized for Macs used in laptops a few years ago.

For a long time, Apple has used iPhone chips to power the iPad, but a few years ago, it shifted high-end models to use M-series processors.

Could Spark a New Wave of Mac Purchases

Apple has previously tested this market by selling discounted M1 MacBook Airs for under $700 through retailers like Walmart. However, the upcoming product will be a completely new design, rather than a discounted old model.

Apple's cheapest Mac currently is the M4 MacBook Air priced at $999. In contrast, Chromebooks can be found for as low as a few hundred dollars, with high-end models costing around $600.

In the campus market, Apple's entry-level iPad paired with the Magic Keyboard Folio is a popular combination, totaling around $600. The new Mac's price will fall within a similar range but will offer better battery life, greater flexibility from the macOS system, and a built-in keyboard. This could attract both students and general consumers According to IDC data, Apple's global PC market share in the third quarter was approximately 9%. It ranks fourth in the industry, behind Lenovo, HP, and Dell—companies that sell Windows or ChromeOS devices.

Analysis suggests that if a lower-priced Mac, which still retains Apple's design style and can seamlessly integrate with other Apple products, is launched, it could spark a new wave of Mac adoption in the U.S.—especially in the iPhone-dominated U.S. market.

Currently, the Mac business has become Apple's fastest-growing hardware category in the last quarter, with revenue growth of 13%, reaching $8.73 billion. The growth rate is expected to slow this quarter, primarily because Apple only has one new product during this period: the entry-level MacBook Pro equipped with the M5 chip.

Apple plans to release a significant number of updates in 2026. In addition to this low-end new laptop, the company has completed preparations for the launch of the M5 MacBook Air early next year and will introduce the MacBook Pro equipped with M5 Pro and M5 Max chips.

Apple's product roadmap also includes: new Mac mini models with M5 and M5 Pro chips, updates to the Mac Studio with M5 Max and M5 Ultra chips. Apple also plans to launch a redesigned MacBook Pro at the end of 2026 or early 2027, featuring the M6 chip and an iPhone-style OLED touch screen. Additionally, Apple will release two new Mac external displays