Apple Plans Low-Cost MacBooks in 2024 to Drive Shipments - Analyst Kuo


In recent reports, it has been suggested that Apple, the tech giant renowned for its innovation and premium products, may be venturing into a new market segment by introducing a lineup of low-cost MacBooks. 

These affordable MacBooks are expected to make their debut in the second half of 2024, and the driving force behind this strategic move, as articulated by Apple analyst Ming-Chi Kuo, is to counter a decline in MacBook shipments. 

This article aims to provide a detailed analysis of Apple's strategy, examining the reasons behind their move, how it aligns with their business goals, and the potential impact on the market.

Declining MacBook Shipments:

One of the key challenges faced by Apple in 2024 is the decline in MacBook shipments. The primary reason behind this decline is the limited availability of the M2 chip, a crucial component that powers Apple's MacBooks. 

In light of this constraint, Ming-Chi Kuo suggests an alternative approach to rejuvenate MacBook sales - the introduction of M3-powered MacBooks, despite low volume production of these chips. This bold move is expected to reinvigorate MacBook shipments by offering a more advanced and capable product.

Affordable MacBooks:

However, the potential introduction of M3-powered MacBooks is not the only strategy in Apple's playbook. Another compelling approach being considered is the launch of a lineup of low-cost MacBooks. 

This affordable MacBook series aims to appeal to a broader audience, potentially boosting shipments substantially. While this is a concept still under consideration and not officially confirmed, the idea behind it is clear - to make Apple products more accessible.

Targeting 8 to 10 Million Units Annually:

Ming-Chi Kuo speculates that Apple's low-cost MacBook lineup could target an impressive range of 8 to 10 million units per year. 

This ambitious goal aligns with Apple's penchant for excellence and the desire to cater to a more diverse customer base. By offering affordable MacBooks, Apple hopes to tap into a market segment that may have previously been hesitant to invest in their premium products.

What Sets the Affordable MacBooks Apart:

The affordable MacBook models are expected to distinguish themselves from Apple's current lineup in several ways. While they will still feature the sleek metal casing that Apple is known for, the components used in these new MacBooks will be comparatively cheaper. 

This suggests that Apple may opt for more cost-effective hardware components to keep the price down, making them more accessible to a wider range of consumers.

Competition with Chromebooks:

Apple's decision to venture into the affordable laptop market can be seen as a strategic move to compete with Google's Chromebooks, a product line particularly popular among students and budget-conscious consumers. 

Google not only offers its own Chromebooks through the Pixelbook series but also partners with leading OEMs such as Asus, Dell, HP, and Lenovo to offer a diverse range of options. 

By introducing low-cost MacBooks, Apple aims to present a strong alternative to these Chromebooks, enticing customers with the Apple ecosystem and user experience.

Launch of Affordable MacBooks:

While the affordable MacBooks are slated for release in the second half of 2024, Apple enthusiasts might not have to wait too long for other exciting product launches. 

Rumors suggest that Apple is preparing to unveil new iMacs and MacBook Pros on October 31st at an event intriguingly named 'Scary Fast.' This event may serve as a precursor to Apple's broader strategy, offering consumers a glimpse of what's to come.


Apple's strategy to introduce low-cost MacBooks in 2024 appears to be a well-thought-out response to the challenges it faces, particularly the decline in MacBook shipments due to the limited availability of the M2 chip. 

By offering both M3-powered MacBooks and a lineup of affordable MacBooks, Apple aims to rekindle interest and bolster its presence in the laptop market. 

The goal of targeting 8 to 10 million units annually showcases Apple's commitment to broadening its customer base and making its products more accessible. 

While details on the affordable MacBooks are still scarce, their potential to compete with Google's Chromebooks and cater to budget-conscious consumers presents an exciting development in the tech industry. 

As the launch of these new MacBooks draws nearer, Apple enthusiasts and tech enthusiasts alike eagerly await what could be a game-changing move in the world of laptops.