(Credit: Tyler Hayes / Apple)
Apple knows how to draw people into its ecosystem. The iPhone is the obvious example, but the MacBook Neo is having a moment too, which made me wonder whether Apple should lean into the budget laptop's popularity and apply its "Neo" branding to other products.
This would give shoppers a clear view of which products occupy the entry level, and the easiest place to start is the Apple Watch and iPad.
While the MacBook Neo's metal frame, solid performance, and long battery life are hard to beat, its $599 starting price is the real star. Applying the Neo branding to Apple's smartwatch and tablet would be a no-brainer since these products already have budget-friendly models in the Apple Watch SE 3 and base model iPad. They'd only need a rebrand, not a redesign.
Changing their names to Apple Watch Neo and iPad Neo would better communicate the value proposition to potential customers. But this is Apple, so cheaper doesn't mean huge trade-offs. I've spent significant time with the newest Apple Watches and came away impressed by what the low-end model offers. It’s no joke when using it for running and notifications.
An iPad Neo makes even more sense; every other Apple tablet has its own branding (Pro, mini, Air), so why not the base model? An iPad Neo would make it clear which tablet people should consider first before climbing the feature list to reach the high-end OLED iPad Pro.
I’m no fan of the “e” suffix, so changing the name of the iPhone 17e to iPhone Neo wouldn’t be a bad idea, either.
Can Apple Create More Neo Products?
Rebranding a few existing entry-level products to Neo would be a helpful start. But should Apple actually go down market and build new, lower-cost products?
Some people seem obsessed with a Mac mini Neo, maybe putting it in an Apple TV 4K-like plastic enclosure. Without a screen, keyboard, or trackpad, the margins could be even better than a MacBook Neo. Unfortunately, the memory crunch means Apple currently can't even make enough Mac minis or Mac Studios. Perhaps it would be easier to start with a Studio Display Neo.
For my money, the one product most in need of a Neo makeover is the Vision Pro. After using this ambitious VR headset for more than two years, I’m still on board, but I’ve also come around to the idea that cheaper goggles focused more on entertainment would be a worthwhile product. However, I'm aware that Apple has struggled to build a lower-cost Vision Pro that meets its standards. We might have to wait for a budget version of Apple's rumored smart glasses instead.
What About Apple Ultra Products?
It’s easy to love products that save you money, but there are new reports that Apple is also working on expanding its product lines in the opposite direction. Bloomberg reports that an upcoming MacBook with an OLED touch screen might be a MacBook Ultra, not a MacBook Pro.
Will the folding iPhone be called the iPhone Ultra? Whether it has the most advanced specs or not, it’s reported to be ultra-expensive. New, high-end AirPods could also fall under the Ultra label, with reports that they may include cameras to power Apple Intelligence features.
Pricey, well-crafted products are Apple's bread and butter, be they Neo or Ultra. That’s probably why the MacBook Neo has struck a chord with so many people. It doesn’t feel cheaper than a MacBook Air, even though it is significantly more affordable. However, Apple still needs to be mindful of its next big revenue driver. A Neo rebrand might be just the thing to bring in even more cash as Tim Cook hands over the reins to John Ternus this fall.