Apple's recent price hike could seriously impact the sales of new laptops. This will force consumers to opt for the basic Neo model or used devices running Apple Silicon instead of more expensive MacBook models.
Changes in Apple's pricing policy
At the beginning of this month, prices rose across almost the entire Apple product line, with the exception of, at least for now, the iPhone. The laptop lineup has been particularly affected. For instance, the 13-inch MacBook Air, which cost R19,999 before the increase, is now priced at R26,499, representing a rise of over 32%.
Meanwhile, the most affordable Apple laptop model and the 2026 newcomer, the MacBook Neo, was launched at R11,999 but has already increased to R13,999. This is an increase of R2,000, or 16.67%. As a result, the base MacBook Air model is now nearly twice as expensive as the MacBook Neo.
Shift in consumer demand
Naturally, budget-conscious buyers are more likely to choose the Neo over the Air, despite the performance limitations of the base model. Although the Neo still competes with Windows counterparts in its price segment, the more expensive Apple devices have become unaffordable for many users who require high performance. The requirement for consumers to spend over R25,000 on a machine for intensive tasks is a difficult proposition in the current economic climate.
If the MacBook Neo fails to sustain sales, a significant drop in sales across other Apple laptop lines is expected. The price increase not only deters new buyers but also completely changes consumer behavior. Since new MacBooks are reaching almost exorbitant prices, more people are turning to the secondary market.
Appeal of used devices
Fortunately for buyers (and unfortunately for Apple's profits), every Mac model released since the advent of Apple Silicon in 2020 is a very powerful device. Thanks to the large number of high-performance M1, M2, and M3 options available at reasonable prices, consumers will not hesitate to purchase used models, forcing Apple to confront the harsh reality of its own pricing decisions.