Asus: Apple's MacBook Neo shocks the entire market
The notebook world apparently did not expect the low price of the MacBook Neo. The Windows world wants to counteract.
(Image: Andreas Wodrich / heise medien)
Apple's MacBook Neo has caught other notebook manufacturers unprepared. Asus CFO Nick Wu let slip a few details at an analyst conference: “Given Apple's historically very premium pricing, launching such an affordable product is certainly a shock to the entire market,” he said.
According to Wu, all notebook manufacturers, Microsoft, and upstream vendors like chip designers AMD and Intel are taking the introduction “very seriously.” “They're all seriously discussing how to compete with this product.” Asus expects many manufacturers to introduce their notebooks to compete with Apple. The impact on the market is ultimately difficult to predict. “We need more time,” says Wu. Seekingalpha provides the full transcript here.
Apple is offering the MacBook Neo in this country at a standard price starting at 699 euros. Students can get it with an educational discount of 599 euros. The device is even cheaper in the USA: the Education version costs 499 US dollars there, which corresponds to just under 515 euros here, including taxes.
Apple doesn't make major compromises that are common with comparably priced Windows notebooks. For example, the display is high-resolution and bright; the casing is made of aluminum. The silent operation without a fan, despite passable processor performance, is unique in this price range.
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Hardly any competition
Even if you relax the product filters in a price comparison, there are hardly any alternatives. If the display must show at least Full HD (1920 × 1080 pixels) and achieve a brightness of 400 cd/m², and the device must weigh a maximum of 1.3 kg, the price comparison yields eight Windows notebooks under 800 Euros. Four of them are remaining stock of Microsoft's Surface Laptop 5 from unknown shops.
Meanwhile, market conditions are extremely unfavorable for MacBook Neo competitors. Memory is currently pricier than ever, and entry-level processors are expected to become pricier in the coming months. Manufacturers prefer to focus on high-end devices with better margins to absorb price increases. Market observers therefore expect the end of entry-level notebooks. The industry needs to get creative for good 600-Euro devices.
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