MacBook Neo Shakes Up Windows Laptop Industry
Apple’s move to release an affordable laptop, the MacBook Neo, priced from $599 (approximately Rp 9.8 million), has successfully shaken the Windows PC industry.
Asus Co-CEO S.Y. Hsu openly acknowledged that Apple’s budget laptop represents a major “surprise” that compels PC manufacturers to respond promptly. This admission was made during Asustek Computer Inc’s Q4 2025 earnings call this week.
“Historically, Apple’s pricing strategy has always been positioned in the premium segment. So when they release a product that is very affordable, this is clearly a surprise for the entire industry,” said Hsu.
Whilst acknowledging the significant threat, Hsu attempted to downplay the MacBook Neo’s specifications. He argued that the laptop with 8 GB of RAM has hardware limitations and is better positioned as a “content consumption” device similar to a tablet.
However, Hsu’s claims stand in stark contrast to reviews from technology testers. Several reviewers have demonstrated that the MacBook Neo can handle demanding software such as DaVinci Resolve, Final Cut Pro, and Adobe Lightroom without significant issues.
“I believe all PC vendors, including upstream vendors such as Microsoft, Intel, and AMD, are taking this very seriously. The entire PC ecosystem will launch competitive products to rival Apple,” Hsu stated firmly.
The MacBook Neo is powered by the iPhone chip, the A18 Pro, which is manufactured in bulk under a direct supply agreement between Apple and semiconductor manufacturer TSMC. This arrangement makes Apple immune to the supply chain crisis that is currently troubling its competitors.
On the other side, Windows PC manufacturers are being hit by a severe component inflation crisis. Intel has just increased the prices of entry-level laptop CPUs by more than 15 per cent.
At the same time, soaring DRAM memory prices also threaten to push mainstream laptop prices up by as much as 40 per cent this year. This memory supply shortage is believed to make it very difficult for Windows manufacturers to create competitive devices at prices as low as Apple’s.