The cheapest Mac in years is off to a start that Apple probably didn't expect: In its first quarter, the MacBook Neo is overtaking the newly released M5 models of MacBook Air and MacBook Pro – and that after only about three weeks on sale.
When Apple unveiled the MacBook Neo in early March for €699, the intention was clear: a Mac for customer segments the company had previously struggled to reach. Nearly three months later, market researchers have released the first reliable figures – and they paint a picture that confirms Apple's strategy. New data directly compares Neo shipments with those of the also-new M5 notebooks, whose production and pricing have clearly preoccupied Apple recently, as evidenced by the doubled manufacturing volume and the unresolved pricing question surrounding the Neo. Now, the true strength of demand is clear.
1.1 million units in just three weeks
In the quarter ending in late March, Apple shipped 1.1 million MacBook Neo units, according to data from market research firm IDC. For comparison, the new MacBook Air with M5 sold over 900,000 units in its debut quarter, and the MacBook Pro with M5 sold around 550,000.
What's particularly remarkable is the timeframe. The Neo was only available for about three weeks during the quarter, after its mid-March launch. Deliveries only began to pick up noticeably at the beginning of April. In other words, the 1.1 million units were sold in a fraction of the time available to the M5 models.
However, this doesn't yet provide a complete picture for the quarter. If we include the continued sales of older MacBook Air generations, the Air most likely remained Apple's best-selling notebook throughout the entire period. The Neo, however, is clearly challenging this position (via TechCrunch).
One third cheaper – with deliberate compromises
The low entry price is the core of the concept. At €699, the Neo is around 45 percent cheaper than the entry-level MacBook Air, placing it in a price segment where Macs have been virtually non-existent until now.
Visually and in terms of feel, the Neo remains close to Apple's more expensive notebooks: aluminum casing and a 13-inch Liquid Retina display are standard features. To achieve the price point, Apple makes compromises elsewhere. Instead of an M-series chip, the Neo uses an A18 Pro, and the base model comes with 8 GB of RAM.
Apple's aggressive pricing strategy in the entry-level segment was recently demonstrated elsewhere in the Mac line: Apple quietly discontinued the 256GB version of the Mac mini, while memory prices are under pressure.
The USA and India as growth drivers
Geographically, shipments are unevenly distributed. 44 percent of Neo units shipped worldwide in the March quarter went to the USA. The situation in India is remarkable: despite only a few weeks of sales, nearly 18,000 units were sold there. Demand exceeded expectations in several countries – in India, retailers even struggled to procure enough stock.
The price difference explains the dynamics. In India, the Neo starts at 69,900 rupees (around $733), while the entry-level MacBook Air costs 119,900 rupees (about $1,260) there. Rising prices for Windows notebooks and the Neo's attractive positioning thus coincide.
This could change Apple's approach in markets like India. There, older MacBook Air models with M1, M2, and M3 chips have been key volume drivers, especially when offered at discounted prices during sales promotions. How this role will develop given the increasing popularity of the Neo remains to be seen.
Apple's CEO spoke of demand "off the charts"
At the earnings presentation in April, Apple CEO Tim Cook described the response to the Neo as "off the charts" and simultaneously admitted that the company struggled with supply shortages after its launch. This statement fits with the picture Apple painted when presenting its quarterly results for the second fiscal quarter of 2026. Cook also pointed to a record number of new Mac customers in the March quarter – an effect partly attributable to the Neo.
These shortages are not an isolated incident in the current Mac market. Apple is struggling with availability in several areas, while hopes rest on TSMC's 2-nanometer chips.
Why the Neo's reach extends beyond sales figures
The true strategic value of the Neo lies not solely in its sheer sales figures. Market analysts at Counterpoint Research see its significance primarily in the fact that the device gives Apple access to early adopters and allows it to compete in lower-priced notebook segments where Macs have historically had little presence. According to them, the Neo could increase Apple's share of the $400-$699 notebook market from around 2 percent to approximately 15 percent.
The assessment extends even beyond early adopters: Apple is targeting a significantly broader audience with the Neo than with previous Mac models – a strategy that could gain the company market share among private customers and small businesses. Against the backdrop of a PC market struggling with rising storage costs and shrinkflation, the Neo launch is considered one of the most strategically important Mac releases in recent times.
The competition is already reacting. Dell this week introduced a new XPS 13 starting at $699, targeting the same segment. The manufacturer explicitly pointed out that the Neo demonstrated strong demand for high-quality notebooks at more accessible prices.
The next wave is still pending
The figures from the first quarter likely only tell part of the story. A "very large increase" in Neo shipments is expected for the current quarter, from April to June, once Apple resolves the supply bottlenecks and expands availability. Should this surge materialize, the Neo would in all likelihood become Apple's best-selling Mac ever – thus overturning a long-held assumption about who actually buys a Mac. (Image: Shutterstock / Wongsakorn 2468)
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