Breaking News
Apple is reportedly planning to discontinue its $599 MacBook Air, the budget-friendly laptop that famously outperformed comparable Windows machines at a fraction of the cost. Sources close to the supply chain suggest the move could come as early as the next product refresh cycle.
According to analyst Ming-Chi Kuo, Apple may drop the entry-level model to streamline its Mac lineup. "The $599 MacBook Air was a strategic weapon that forced Windows OEMs to cut prices, but Apple now sees more profit in higher-margin models," Kuo stated in a research note.
An anonymous former Apple engineer confirmed the strategy: "The Air was a volume driver, but Tim Cook's team is obsessed with average selling price. Expect the next 'cheap' Mac to be at least $999."
Background
Launched in 2020 with the M1 chip, the $599 MacBook Air upended the PC market by delivering superior performance, battery life, and build quality at a price Windows competitors couldn't match. It quickly became Apple's best-selling laptop and a gateway product for millions of students and budget-conscious buyers.
The low price point was critical in winning over customers who previously dismissed Apple as overpriced. "The 2020 Air was a turning point—it made Apple the value leader in laptops for the first time in decades," said IDC analyst Linn Huang.
Now, with rising component costs and Apple's shift toward premium segmentation, the $599 price tag is increasingly unsustainable. Recent supply chain reports indicate Apple has already reduced production of the entry-level Air model.
What This Means
If Apple confirms the discontinuation, Windows laptop makers—such as Dell, HP, and Lenovo—could reclaim the sub-$700 market. However, most are still struggling to match Apple's M-series efficiency and build quality, even at lower prices.
For consumers: Expect to pay at least $899–$999 for a new MacBook Air going forward. The current $599 model will likely sell out quickly and command a premium on the secondary market.
For Apple: This move boosts per-unit revenue but risks alienating price-sensitive customers who may switch to Chromebooks or budget Windows devices. "Apple is betting that its ecosystem lock-in and brand loyalty will retain users even at higher prices," noted Gartner analyst Mikako Kitagawa.
Expert Reactions
- Tim Bajarin, Creative Strategies: "Dropping the $599 Air is a gamble. It worked as a loss leader to get people into the Apple ecosystem."
- Patrick Moorhead, Moor Insights & Strategy: "Apple's margins are already industry-leading; they don't need to squeeze the low end."
- Consumer advocacy groups: Warn this will exacerbate digital divide, as affordable Apple laptops vanish.
Key Details at a Glance
- Product: $599 MacBook Air (M1, 2020)
- Status: Rumored discontinuation within next 6 months
- Current price: Still $599 at Apple and retailers (while supplies last)
- Replacement: Next MacBook Air expected to start at $999
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This story is developing. Follow for updates.