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Apple is engineering its most aggressive assault on the sub-$700 laptop market since the education-focused eMac, with leaked plans revealing a radical rethinking of Mac economics. Codenamed J700, this lightweight MacBook would transplant the iPhone 16 Pro's A18 Pro chip into a 12.9-inch chassis, leveraging mobile-first architecture to achieve a projected $599-$699 price point—nearly 40% cheaper than the entry-level M4 MacBook Air.

The Chromebook Calculus

According to Bloomberg's Mark Gurman and analyst Ming-Chi Kuo, Apple is explicitly targeting three demographics: students, enterprise task workers, and casual users currently considering iPads or Chromebooks. The strategic shift acknowledges Chromebooks' dominance in education (32% U.S. classroom share in 2025) and the vacuum created by Windows 10's recent end-of-life.

"This isn't chasing specs—it's chasing market segments Apple previously ceded," notes TechInsights analyst Wayne Lam. "Repurposing iPhone silicon cuts R&D costs while leveraging existing supply chains."

Compromises & Colorful Calculations

To hit the sub-$700 target, Apple reportedly makes calculated tradeoffs:
- Display: LCD panel replacing Liquid Retina, potentially with thicker bezels
- Ports: USB-C without Thunderbolt 4 support, limiting external display options
- Chipset: A18 Pro instead of M-series, though benchmark leaks suggest it outperforms Qualcomm's Snapdragon X Elite in single-core tasks
- Storage: Likely 128GB base configuration

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Kerry Wan/ZDNET

Notably, the device may launch in vibrant hues like Pink, Blue, and Yellow—a departure from Apple's traditional metallic finishes—signaling its youth-oriented positioning.

The Windows 10 Window of Opportunity

Timing is critical. With Microsoft ending Windows 10 support in October 2025, enterprises and consumers face upgrade costs to Windows 11-compatible hardware. A $599 MacBook running macOS Sequoia (or later) could lure budget-conscious users away from Chromebooks and Windows machines, especially given Apple's 7-year macOS support policy.

Production Realities

While DigiTimes initially suggested late 2025 availability, supply chain sources now indicate a slip to H1 2026. Gurman confirms the device is in "active testing" with overseas suppliers, but display panel sourcing challenges may delay volume production.

This strategic pivot reflects Apple's acknowledgment that premium pricing alone can't sustain growth in a post-peak smartphone era. By borrowing iPhone economics for the Mac, Apple isn't just building a cheap laptop—it's testing whether its ecosystem can thrive below the $699 psychological barrier that long defined its computing floor.