ASUS says the MacBook Neo is a "shock" to the Windows PC ecosystem. "In the past, Apple's pricing situation has always been high, so for them to release a very budget-friendly product, this is obviously a shock to the entire industry," said ASUS co-CEO S.Y. Hsu in a Tuesday earnings call. While he expects PC makers to respond, rising AI-driven memory shortages could push hardware prices higher across the industry. PCMag reports: Hsu said he believes all the PC players -- including Microsoft, Intel, and AMD -- take the MacBook Neo threat seriously. "In fact, in the entire PC ecosystem, there have been a lot of discussions about how to compete with this product," he added, given that rumors about the MacBook Neo have been making the rounds for at least a year. Despite the competitive threat, Hsu argued that the MacBook Neo could have limited appeal. He pointed to the laptop's 8GB of "unified memory," or what amounts to its RAM, and how customers can't upgrade it. He also described the MacBook Neo as a "content consumption" device, similar to an iPad. "This is different from the use case of a mainstream notebook," which can handle more compute-intensive tasks, Hsu said. "How big of an impact [the MacBook Neo] will have on the PC industry will still require some time for us to observe," Hsu said while suggesting it might not gain traction among Windows PC users due to software differences. "Of course, the entire Windows PC ecosystem will push out products to compete against Apple," he added.

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Continuing its product launches this week, Apple today announced the "MacBook Neo," an all-new, low-cost Mac featuring the A18 Pro chip. It starts at $599 and begins shipping on Wednesday, March 11. MacRumors reports: The MacBook Neo is the first Mac to be powered by an iPhone chip; the A18 Pro debuted in 2024's iPhone 16 Pro models. Apple says it is up to 50% faster for everyday tasks than the bestselling PC with the latest shipping Intel Core Ultra 5, up to 3x faster for on-device AI workloads, and up to 2x faster for tasks like photo editing. The MacBook Neo features a 13-inch Liquid Retina display with a 2408-by-1506 resolution, 500 nits of brightness, and an anti-reflective coating. The display does not have a notch, instead featuring uniform, iPad-style bezels. It is available in Silver, Indigo, Blush, and Citrus color options. The colored finishes extend to the Magic Keyboard in lighter shades and come with matching wallpapers. It weighs 2.7 pounds. There are two USB-C ports. One is a USB-C 2 port with support for speeds up to 480 Mb/s and one is a USB-C 3 port with support for speeds up to 10 Gb/s. There is also a headphone jack. The MacBook Neo also offers a 16-hour battery life, 8GB of unified memory, Wi-Fi 6E and Bluetooth 6 connectivity, a 1080p front-facing camera, dual mics with directional beamforming, and dual side-firing speakers with Spatial Audio.

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Apple's forthcoming touch-screen MacBook Pro models -- the company's first-ever laptops to support touch input -- will feature the iPhone's Dynamic Island at the center top of their OLED displays and a new interface that dynamically adjusts between touch and point-and-click controls, according to a Bloomberg report citing people familiar with the plans. The 14-inch and 16-inch models, code-named K114 and K116, are slated for release toward the end of 2026 and won't be part of Apple's product announcements in the first week of March. The redesigned interface brings up a contextual menu surrounding a user's finger when they touch a button or control, and enlarges menu bar items when tapped, adapting the available controls based on whether the input is touch or click. Apple does not plan to position the machines as iPad replacements or describe them as touch-first; the physical design retains the full keyboard and large trackpad of the current MacBook Pro. Last year's Liquid Glass redesign in macOS Tahoe, which added more padding around icons and touch-optimized sliders in the control center, was partly groundwork for this shift.

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