2026年3月5日，Wired报道称在连续推出iPhone 17e、iPad Air及MacBook Pro更新后，Apple推出了MacBook Neo，售价599美元，是苹果历史上最便宜的笔记本。该入门机型采用铝合金机身，重量2.7磅（约1.22千克）、13英寸（约33厘米）Liquid Retina显示屏、1080p网络摄像头、16小时续航、带Dolby Atmos的双Spatial Audio扬声器，并提供鲜艳配色。其低价源于降本设计：使用与iPhone 16 Pro和iPhone 16 Pro Max相同的A18 Pro芯片、机械式多点触控触控板、非背光键盘、接口更少，以及仅8GB且不可升级内存。因此，它向仅需基础macOS笔记本的人群提供了高性价比选择。
这一价格在Apple自身产品阵列中引发了价值错位。Apple Watch Ultra 3（约800美元）相比Apple Watch Series 11起价399美元高约33%，也比Apple Watch SE起价249美元高约3.2倍。若只比较非代际迭代差异，Ultra独有的功能仅为卫星紧急SOS、潜水功能、警报鸣笛器和钛金属与蓝宝石晶体表壳。iPad方面，Terry White指出，要获得接近Neo使用形态需购买256GB基础iPad，售价449美元，再加上249美元的Magic Keyboard Folio，总计698美元，比MacBook Neo高约99美元。
IDC估算2025年Apple Watch出货量为4110万台，其中Ultra接近350万台（约8.5%），尽管因缺乏实质性更新而同比下滑。研究表明仍存在一个明显的高价细分市场：至少约8%的手表购买者愿意为高端附加功能支付数百美元溢价。分析人士认为Ultra面向冒险和运动用户，3D打印钛合金机身、换电池困难以及与Garmin同价位旗舰潜水表（约800美元）形成的竞争对照，帮助其维持高毛利。Kyle Wiens和Jitesh Ubrani都认为这是一种有意的高端定价策略，但同时警告其处于昂贵且更新速度快的高端淘汰曲线。
On March 5, 2026, Wired reported that after launching the iPhone 17e, a refreshed iPad Air, and updated MacBook Pros, Apple introduced the MacBook Neo at $599, its lowest-priced laptop ever. The entry model weighs 2.7 lb (1.22 kg), uses a 13-inch (33 cm) Liquid Retina display, a 1080p webcam, 16-hour battery life, and dual Spatial Audio speakers with Dolby Atmos, wrapped in an aluminum chassis with bold colors. Apple cut costs by using the A18 Pro chip used in the iPhone 16 Pro and 16 Pro Max, a mechanical multi-touch trackpad, a non-backlit keyboard, fewer ports, and only 8 GB of non-upgradeable RAM, creating a strong value proposition for users needing a basic macOS notebook.
That price creates a stark internal value mismatch. The Apple Watch Ultra 3, at about $800, is roughly 33% above the Apple Watch Series 11 start price of $399 and about 3.2 times the Apple Watch SE at $249. If iterative upgrades are removed, Ultra’s unique features reduce to emergency SOS via satellite, diving support, a siren, and a titanium/sapphire build. On the tablet side, Terry White pointed out that matching Neo-like usability on iPad requires a 256 GB base iPad at $449 plus a $249 Magic Keyboard Folio, totaling $698—about $99 more than the Neo.
IDC estimates that Apple shipped 41.1 million watches in 2025, with almost 3.5 million Ultra units (around 8.5%), even though Ultra sales declined year-over-year because of limited refreshes. So a sizable premium segment persists: at least about 8% of Apple Watch buyers pay hundreds of dollars more for niche features. Analysts argue Ultra targets adventure and athletic users, while premium build choices, battery-replacement constraints, and competitive positioning against Garmin’s roughly $800 flagship dive watch support high margins. Kyle Wiens and Jitesh Ubrani both frame this as deliberate premium pricing, while also warning that it sits on the expensive, fast-obsolescence high-end curve.