Media reports indicate that Apple is preparing to enter the low-cost laptop market for the first time, developing a MacBook priced significantly below $1,000. The goal is to attract users from the Chromebook and entry-level Windows PC segments.

According to insiders, this new device primarily targets students, businesses, and general consumers—users who mainly browse the web, handle documents, or perform basic media editing. Apple also hopes to draw in customers who originally considered buying an iPad but prefer the traditional laptop experience.

The device, codenamed J700, is currently undergoing active internal testing at Apple and has entered early production with overseas suppliers. Insiders revealed that Apple plans to launch the product in the first half of next year.

Analysts say this move represents a strategic shift for Apple, which has historically focused on premium devices and high profit margins. The company has previously pledged not to chase market share by launching low-end products.

However, Apple is facing growing threats from Chromebooks—low-cost laptops running Google’s Chrome OS. There’s also potential to attract Windows users, as Microsoft’s upgrade to Windows 11 has left some users of older systems dissatisfied and facing the end of security updates.

Apple plans to keep the new laptop’s price well below $1,000 by using less advanced components. It will feature an iPhone processor and a lower-end LCD display. The screen size will also be the smallest among all current Macs, slightly smaller than the 13.6-inch display used in the current MacBook Air.

This will be the first time Apple uses an iPhone processor in a Mac instead of a chip specifically designed for computers. But internal tests show that this smartphone chip performs better than the M1 chip—optimized for Macs and used in laptops a few years ago.

Apple has long used iPhone chips to power iPads but shifted its high-end models to M-series processors several years ago.

Potential to Spark a New Wave of Mac Purchases

Apple has previously tested this market by selling discounted M1 MacBook Air models through retailers like Walmart for under $700. But the upcoming product will be a completely new design, not a discounted older model.

Apple’s current cheapest Mac is The $999 M4 MacBookAir .Incomparison, Chromebooks start aslo was a few hundred dollars, with high−end model stopping out at around 600.

In the campus market, Apple’s entry-level iPad paired with the Magic Keyboard Folio keyboard case is a popular combination, with a total price of about $600. The new Mac’s price will fall in a similar range but will offer better battery life, greater flexibility with the macOS system, and a built-in keyboard. This could appeal to both students and general consumers.

According to IDC data, Apple held about 9% of the global PC market share in the third quarter, ranking fourth behind Lenovo, HP, and Dell—vendors that all sell Windows or ChromeOS devices.

Analysts believe that if a lower-priced Mac with Apple’s design aesthetics and seamless compatibility with other Apple products hits the market, it could spark a new wave of Mac adoption in the U.S.—especially in a market where iPhones dominate.

Currently, the Mac business is the fastest-growing hardware category for Apple in the previous quarter, with revenue rising 13% to $8.73 billion. Growth is expected to slow this quarter, mainly because Apple only released one new product during the period: the entry-level MacBook Pro with the M5 chip.

Apple plans to roll out a significant number of updates in 2026. In addition to this low-end new notebook, the company has completed preparations to launch the M5 MacBook Air early next year and will introduce MacBook Pro models equipped with M5 Pro and M5 Max chips.

The current Apple product roadmap also includes new Mac mini models with M5 and M5 Pro chips, updates to the Mac Studio with M5 Max and M5 Ultra chips, and a redesigned MacBook Pro with M6 chips and an iPhone-style OLED touchscreen, planned for late 2026 or early 2027. Apple will also release two new external Mac displays.