Apple's recent price hikes could severely impact new laptop sales, forcing consumers to abandon higher-tier MacBooks in favour of the entry-level Neo or pre-owned Apple Silicon models. Picture: Michael Sherman/Google Gemini
Image: Michael Sherman/Google Gemini
As an Apple fan, it’s always frustrating when the tech giant hits consumers with price increases. However, this latest round will surely have a massive impact on their overall sales numbers.
Earlier this month, prices surged across almost Apple’s entire product lineup—with the exception of the iPhone, at least for now.
The laptop range took a particularly brutal hit. Take the 13-inch M5 MacBook Air: prior to the overnight price increase, it was priced at R19,999. It has now jumped by R6,500 to R26,499—a staggering increase of more than 32%. Meanwhile, Apple’s cheapest laptop offering and newest release for 2026, the MacBook Neo, launched at R11,999 but has already risen to R13,999. That’s a R2,000 jump, or a 16.67% increase.
This means the entry-level MacBook Air is now almost double the price of the MacBook Neo. Naturally, budget-conscious consumers looking for a Mac are far more likely to settle for the Neo over the Air, even with the entry-level model's performance limitations.
While the Neo still competes fiercely against Windows rivals in its bracket, Apple’s tier for power users has simply been priced out of reach for many. Asking consumers to outlay well over R25,000 for a machine capable of handling intensive tasks is a tough sell in this economic climate.
Unless the Neo manages to carry the team on its back, sales across the rest of Apple’s laptop lineup are bound to take a serious hit.
Price hikes don't just deter new buyers—they shift consumer behaviour entirely. With brand-new MacBooks reaching near-exorbitant prices, more people than ever will turn to the second-hand market.
Fortunately for buyers (and unfortunately for Apple's bottom line), every Mac released since the introduction of Apple Silicon in 2020 is an absolute powerhouse. With plenty of incredibly capable M1, M2, and M3 options floating around at reasonable prices, consumers won't hesitate to buy pre-owned—leaving Apple to face the harsh reality of their own pricing decisions.
* The views expressed are not necessarily the views of IOL or Independent Media.
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