Last week, Apple released a parade of hardware announcements, and the one that captured the most attention across the industry was the $600 ($500 if you’re in education!) MacBook Neo, the brightly-colored low-end laptop that they launched to great fanfare. The conventional wisdom is that this product opens up Apple to the low end of the laptop market for the first time, radically changing the dynamics of the entire market, and throwing down the gauntlet to the garbage Windows laptop market, as well as challenging a huge swath of Chromebooks which tend to dominate in the education market. This is incorrect.

Apple has, in fact, sold a MacBook Air with an M1 chip at Walmart for years, which it has intermittently discounted to $499 at key times like Black Friday and Cyber Monday. The single-core performance of that laptop (meaning, how it works for most normal tasks that people do, like browsing the web or writing email or watching YouTube videos), is very nearly equivalent to the newly-released MacBook Neo.

But. A laptop with an old design, using a chip that has an old number (the M1 chip came out six years ago!), sold exclusively through a mass-market retailer that is perceived as anything but premium, presents an enormous brand challenge for Apple. It is, to put it simply, embarrassing. Apple can have low-end products in its range. They invest lots of effort in that segment of their product line, as the new iPhone 17e shows, making a new basic entrant to their most recent series of phones. But Apple can’t have old, basic-looking products that people aren’t even able to buy at an Apple Store.

And that’s what Neo solves. It’s a smart reframing of a product that is nearly the same offering as the old M1 Air: the Neo and that old M1 machine both have 13” screens, both weigh just under 3 pounds, both have 8GB of RAM, both start at 256GB of storage, both have about 16 hours of battery life, are both about 8”x12”, both have 2 USB ports and a headphone jack, and both of course cost almost exactly the same. They did add a new yellow (citrus!) color for the Neo, though.

Wake up, Neo

What was more striking to me was Apple’s introductory video, which clearly seems aimed at people who are new to Apple computers, or maybe people who are new to laptop computers entirely. They’re imagining a user base who’s only ever had their smartphones and are buying computers for the first time — which might describe a lot of students. There’s no discussion here of the chamfers of the aluminum, or the pipelines in the GPU cores, and there’s barely even the slightest mention of AI; instead, they describe the basics of what the laptop includes, and even go out of their way to explain how it interoperates with an iPhone.

There’s also a very clear attempt to distinguish Neo’s branding from the rest of Apple’s design language. The type for the “MacBook Neo” name in the launch video, and the “Hello, Neo” text on the product homepage are a rounded typeface that’s so new that it’s not actually even an actual font that Apple’s using; they’ve rendered it as an image instead of a variation of their usual “San Francisco” font that Apple uses for everything else in their standard marketing materials. The throwback to 2000s-era design (terminal green, the word “Neo” — are we entering the Matrix?) couldn’t be more different from the “it looks expensive” vibes of something like the Apple Watch Hermès branding.

In all, it’s pretty impressive to see Apple use its marketing strengths to take a product that is remarkably similar to something that they’ve had for sale for years at the largest retailer in the world, and position it as a brand-new, category-defining new entry into a space. To me, the biggest thing this shows is the blind spot that traditional tech trade press has to the actual buying patterns and lived experience of normal people who shop at Walmart all the time; it would be pretty hard to see Neo as particularly novel if you had walked by a Walmart tech section any time in the last three years.

At a time when Apple has lost whatever moral compass it had, even though its machines still say “privacy is a human right” when you turn them on, we still want to see positive signs from the company. And a good one is that Apple is engaging with the reality that the current moment calls for products that are far more affordable. It is a good thing indeed when affordable products are presented as being desirable, when most of the product’s enclosure is made of recycled material, and when the lifespan of a product can be expected to be significantly longer than most in its category, instead of simply being treated as disposable. All it took was removing the stigma over the existing affordable laptop that Apple’s been selling for years.