Apple’s Budget Wave: Sub-$700 MacBooks and More

The era of the $1,000 "entry fee" for the Apple ecosystem is quietly coming to an end. This month, the tech giant is reportedly preparing to unleash a "Budget Hardware Wave" that could represent the most significant shift in its pricing strategy since the original iPhone SE.

By targeting mid-market demographics with a first-ever sub-$700 MacBook and an annualized iPhone 17e, Apple isn't just selling cheaper hardware; it's building a massive, accessible runway for its most important product: Apple Intelligence.

The Strategic Annualization of the Entry-Level iPhone

For years, the budget iPhone (the "SE") was an occasional guest, appearing every two or three years like a tech-world solar eclipse. That changed with the iPhone 16e, and now the iPhone 17e is rumored for a mid-February 2026 debut, signaling that the entry-level model is now a permanent, annual fixture.

This shift isn't just about sales volume; it’s about maintaining momentum during the traditional post-holiday "lull." By offering a device with a modern Dynamic Island design and the latest A18 chip—but limiting it to a 60Hz display—Apple is threading a needle between affordability and upselling.

Some key factors driving this change include the need to refresh the installed base for AI features, the desire to capture switchers from the "a-series" Pixel line, and a strategic move to preempt Google's upcoming Pixel 10a launch.

The $699 MacBook: A Chromebook Killer?

The most disruptive ripple in this wave is the rumored $699 MacBook, a price point Apple hasn't touched for a new laptop in modern memory. According to reports from Gadget Hacks and TrendForce, this device is specifically designed to reclaim the education market from Chromebooks.

To hit this aggressive price, Apple is reportedly "recycling" mobile silicon, utilizing the A18 Pro chip from the iPhone 16 Pro rather than a dedicated M-series processor. While this means the device may lack high-end features like Thunderbolt or 16GB of base RAM, it offers a trade-off many students will take: extreme battery life and a premium chassis for the cost of a mid-range PC.

Industry analysts at TweakTown suggest this single model could account for up to 25% of all Mac sales in 2026, effectively becoming the "people's laptop" of the Apple era.

Democratizing Edge-Based Intelligence

The timing of this hardware surge isn't accidental; it perfectly aligns with the release of iOS 26.4 and the conversational Siri 2.0. Apple knows that for its AI ecosystem to succeed, it needs to be in as many pockets and backpacks as possible, not just those of "Pro" users.

By equipping the new 12th-generation iPad with an A18 chip, Apple ensures that even its $349 tablet can handle the complex, on-device processing required for its new AI features. This creates a "tiered ecosystem" where the software experience remains consistent even if the hardware finishes differ.

Realistic challenges remain, of course, as the move toward budget hardware could potentially dilute the "premium" brand image or cannibalize sales of the more expensive MacBook Air. However, with Apple reporting record-breaking Q1 revenue of $143.8 billion, the company seems to have enough "brand equity" to take this calculated risk.

A New Definition of Value

As we look toward the late February launch window, it's clear that Apple is no longer content being just a luxury brand. They are positioning themselves as an infrastructure provider for the AI age, ensuring that "Apple Intelligence" is the default setting for the next generation of students and professionals.

The budget wave represents a fundamental reorientation: Apple is prioritizing the software ecosystem over high hardware margins. If successful, this shift could turn the "budget" segment into Apple’s most powerful engine for long-term growth, proving that in the age of AI, the most valuable thing you can own isn't a premium device—it's the platform everyone else is using.