Apple can be its own worst enemy sometimes. After shaking up the industry with both the MacBook Air M5 (slim, light and great value for money) and the MacBook Neo (which redefined what we should expect from an affordable laptop), it spurred its laptop-making rivals, such as Dell and Acer, to up their game and compete.
The result is a reinvigorated laptop market with huge amounts of choice, with Apple continuing to lead the pack due to price and quality.
However, Apple has just announced some pretty major price hikes for a variety of its products, including the MacBook Neo ($699 / £699 / AU$1,049, up from $599 / £599 / AU$899), MacBook Air M5 ($1,299 / £1,299 / AU$2,099, up from $1,099 / £1,099 / AU$1,799) and the 14-inch MacBook Pro M5 ($1,999 / £1,999 / AU$3,199, up from $1,699 / £1,699 / AU$2,699).
Those increases, especially for the MacBook Air, are brutal, and make it a lot harder to justify. The MacBook Neo also becomes less of a no-brainer.
The problem for Apple is that these price hikes come at a time when its Windows 11 competitors are steadily bringing out brilliant alternatives - and it means they are now better value propositions in many cases, especially during Amazon Prime Day.
• Browse the full Amazon Prime Day sale
The reason behind Apple's price rises is the global memory shortage, but that means many Windows 11 laptops could see price rises as well (and some have risen in price already).
However, because of the huge variety of Windows laptops that are made by a range of manufacturers, there's a lot more choice for consumers to shop around for — and now Apple no longer has a lead when it comes to price, performance or design, those Windows laptops suddenly become a whole lot more tempting, as the current Prime Day sales prove.
Below, I've picked out some great US and UK deals for MacBook Neo, Air, and Pro alternatives. Fair warning: they do run Windows 11, so you'll need to put up with that, but to be fair, Microsoft's operating system is getting a steady stream of fixes and new features these days.
If you want to stick with Apple, then check out our collection of Apple Prime Day deals that can help you avoid the price rise.
Today's best MacBook Neo alternative deals in the US
Today's best MacBook Air alternative deals in the US
Today's best MacBook Pro alternative deals in the US
Today's best MacBook Neo alternative deals in the UK
Today's best MacBook Air alternative deals in the UK
Today's best MacBook Pro alternative deals in the UK
More Prime Day deals in the US
- Amazon Devices: Fire Sticks & Echo from $18
- Amazon Haul: viral gadgets, tech & appliances from $1.99
- Apple: MacBooks, AirPods & AirTags from $29
- Beauty: 50% off toothbrushes & hair tools
- Cheap TVs: smart TVs from $69.99
- Garden: tools, mowers, planters from $24.99
- Headphones: 50% off Beats, Bose & Samsung
- Laptops: Apple, HP & Dell from $199
- Mattresses: Sealy, Serta & more from $186
- Patio: outdoor furniture, rugs & decor from $19.99
- Sports: 50% off fitness gear, treadmills & clothing
- Vacuums: Dyson, Shark & Bissell from $34
More Prime Day deals in the UK
- Amazon Prime: get a 30-day free trial
- Amazon Devices: Fire, Ring & Blink from £13.99
- Amazon Haul: up to 30% off
- Apple: up to 33% off AirPods & Apple Watch
- Appliances: up to 45% off Ninja & Tefal
- Beauty: up to 60% off Philips & Oral-B
- Essentials: household goods from £5
- Fans: from £20
- Fashion: up to 50% off
- Gaming: £90 off PlayStation 5
- Headphones: up to 50% off Beats & Sony
- Laptops: from £149
- Tablets: Samsung & Lenovo from £79.99
- Toys: up to 25% off Lego and Tonies
- TVs: from £129.99
- Vacuums: up to 40% off Shark & Roborock
- Wearables: up to 30% off Garmin & Oura