Apple’s abrupt entry into the lower-cost laptop market with the MacBook Neo has the entire PC industry on alert, according to the CFO of one of the biggest players.
The $599 Neo, announced last week, comes in at about half the price of the MacBook Air, Apple’s previously least expensive laptop, and is cheaper than the standard iPhone 17 released last year, which retails for $799.
Apple’s shift from the upper echelon of the laptop market into the more affordable range has it competing with a whole new group of lower-cost PCs, and competitors have taken notice, said Nick Wu, the chief financial officer of PC maker Asus.
“Given Apple’s historically very premium pricing, launching such an affordable product is certainly a shock to the entire market,” said Wu, according to an English translation of Asus’ most recent earnings call published by Seeking Alpha.
Apple did not immediately respond to Fortune’s request for comment.
