Apple’s cheaper MacBook could expand its user base

Apple’s low-cost MacBook will fill a long-standing gap in its lineup — and bring a new wave of users into the ecosystem.

March 4 marks Apple’s next big announcement day, which it plans to celebrate with three invite-only “experiences” in London, Shanghai, and New York City. If you follow the rumors and speculation, you’ll know that Apple’s allegedly getting ready to add a new, lower-priced MacBook back into its lineup.

I, personally, think this is a brilliant move. Apple could really expand its Mac audience, and here’s why.

A gap in the market

Since 2019, Apple has offered two MacBooks: the MacBook Pro and the MacBook Air. The base-level MacBook was killed off again in favor of the Air consolidating offerings.

The MacBook Air made its debut in 2008. We’ve all seen the video of it being unsheathed from a manila envelope — impressive for the time, for sure.

The MacBook Air was designed to be ultra-portable, hence the moniker. Since then, Apple’s changed what Air means across its entire lineup of devices.

Air is no longer “thin and light and portable.” Both MacBook Air and iPad Air are designed to be on the higher end of “mid-range,” and hardly qualify as “entry level,” regardless of how Apple sees them. Two and a half pounds is hardly “air” in 2026.

And don’t even get me started on the iPhone Air.

Apple’s marketing suggests that the MacBook Pro‘s target audience is creative professionals who need some serious horsepower to complete creative projects. Apple’s marketing also suggests that the MacBook Air’s target audience is the same group of creative professionals.

The biggest difference is the scale of creative projects Apple expects you to do. The MacBook Air has long been posited as the capable younger sibling to the MacBook Pro.

In fact, if you head to the MacBook Air page on Apple’s website, the very first app it shows running on the MacBook Air is Adobe InDesign, with multiple mentions of creative software throughout the page.

That’s great, because I do love my MacBook Air. I run both Adobe and Affinity products on it, and I like the fact that it can do those things easily.

But that doesn’t change the fact that it doesn’t replace the now-missing MacBook, either.

Simply put, there is nothing aimed directly at the average, everyday computer user. This is a strange place for Apple to find itself in.

Apple used to advertise its non-Pro, non-Air MacBook as its John and Jane Everyman computer. Apple still does advertise the non-Pro version of the iPhone and the non-ultra version of the Apple Watch as devices fit for anyone ages five to 105.

And PCs have long made their bread and butter off the entry-level models geared specifically towards students and casual users. Hell, an entire market dedicated to even more casual users — the Chromebook-style computer market — opened up and has done quite well for itself.

Apple would do well to expand into the lower end of the market, especially if it really wants to lock people into its ecosystem beyond iPhone dominance of mobile. But it’s going to need to be smart about doing so.

John and Jane Everyman walk into the Genius Bar…

A new, lower-end MacBook could be huge for Apple. Especially if they’re going for maximum visual impact.

Some people scoff at the idea of a colorful MacBook. But Apple is aware that more people like the option.

Whenever I buy a new Apple device, color is often the first thing I consider. My iPhone, AirPods Max, and MacBook Air are all Blue, my iMac is yellow; they were all picked largely because of these options.

I still think the best iPhone ever invented was the iPhone 5c. It is I, Jane Everyman, here to confirm everything you already knew about your “normie” relatives.

Part of this is because I already trust Apple to create decent products. I have the option of prioritizing color because I know I’m probably going to get a solid experience by buying Apple.

Apple has built up a lot of goodwill with its base model iPhones. I think that offering a base model MacBook with a bit of personality could be a huge draw for non-Mac users.

Considering the price

The biggest issue here, really, is the price. If it launches at the rumored $699, it’s not exactly a steal. The $999 M4 MacBook Air is, not rarely, south of $899 through partnership deals.

That being said, a new, cheaper MacBook would also drop to lower prices under partner deals as well. What starts at $699 could easily drop to $599, $550, or even lower.

When you drop down into the sub $600 level, suddenly a MacBook looks a lot more attractive. This is where Apple would likely see some serious movement of products.

Entering the ecosystem

I got my first iPhone in 2010 — it was an iPhone 4. I liked it a lot.

I would continue to buy iPhones consistently in the sixteen years that followed, only straying to an Android phone when I was strapped for cash. But that was pretty much my only Apple product until 2015 when I got my first iPad mini.

I continued to be a PC user throughout this time. It wouldn’t be until 2019 that I got my first Mac.

It was a 2016 MacBook Pro with a Touch Bar. I got it specifically because I had started working at AppleInsider.

It didn’t take long for me to start preferring Mac over PC — maybe a few months. The transition from 32 to 64-bit set that back a little, as I lost access to most of my Steam games.

But the more I used my Mac, the more I grew attached. And the biggest reason for that is how seamlessly it works with my other Apple products.

My sister is a PC girl. She’s got an Android phone. She probably would have lived her entire life outside of the Apple ecosystem.

But I gave her an iPad. Specifically, I gave her an iPad with an Apple Pencil.

That meant she suddenly could use Procreate, which immediately hooked her. And now, two years later, she’s been asking me for advice on switching over to the Apple ecosystem.

Apple is good at hooking people with one product and eventually pulling them into the others. My sister specifically wants an iPhone because she’s found that there are a handful of iOS-specific apps that she would like access to on her phone.

Apple already has iPhone fans, a cheaper MacBook would absolutely draw them further into the Apple ecosystem. Especially at a time when the alternatives are looking somewhat grim.

The biggest reason to switch to macOS: Windows 11

Let’s address the elephant in the room: people are not happy with Windows right now. The migration to Windows 11 has been anything but smooth, with customers complaining loudly and often.

In fact, it’s been so bad that Microsoft has had to publicly acknowledge the system’s faults multiple times. Microsoft told The Verge that the company was working to address the pain points users are most vocal about.

Apple’s choice to release a new budget model MacBook probably wasn’t planned around Windows 11’s abysmal rollout. But there’s no denying that it does feel a little like kismet.

If Apple manages to strike at the right time, it could peel off a significant portion of lower and mid-range PC users. These folks aren’t power users; they’re users who are looking for a system that is easy to pick up, that feels secure, and works reliably.

Essentially, everything that Windows 11 isn’t right now.

I made the switch in 2019. I was happy to leave the Windows ecosystem, and every time I need to fix a relative’s PC, I feel like I made the right choice.

I personally believe that this is Apple’s fight to lose. Whether it’s pulling in iPhone owners not yet on Mac, or converting Windows users to macOS, the company could do a lot more with this launch than most people realize.

We’ll just have to see how March plays out.