Apple Inc. is preparing a major shift in strategy by developing a budget-friendly Mac laptop aimed at luring customers away from Chromebooks and entry-level Windows PCs. Code-named J700, the new device is designed for students, casual users, and small businesses who primarily browse the web, work on documents, or engage in light media editing. The company is also targeting potential iPad buyers who may prefer a traditional laptop experience.
The J700 is currently undergoing testing at Apple and early production with overseas suppliers, with a planned launch in the first half of next year. Apple has historically focused on premium devices with high profit margins, and the move into the low-cost segment represents a significant departure from its usual approach. The company has not publicly commented on the project.
Priced well under $1,000, the new Mac will rely on an iPhone processor rather than a Mac-specific chip, a first for Apple laptops. The device will feature a smaller LCD display than the current 13.6-inch MacBook Air, while still offering better battery life and the versatility of macOS. Internal testing suggests that the smartphone chip can outperform some older Mac-optimized processors, signaling that the company sees potential in blending mobile and laptop technologies.
Apple has experimented with budget options in the past, selling discounted M1 MacBook Air units through select retailers, but the J700 represents an entirely new design rather than a rehashed older model. Its pricing and feature set will bring it closer to the cost of entry-level Chromebooks, which can sell for just a few hundred dollars, while still delivering the integrated keyboard, macOS software, and longer battery life that Apple users expect.
The move comes as Apple faces growing competition from low-cost laptops running ChromeOS and sees an opportunity to attract Windows users dissatisfied with recent updates to Windows 11. The company currently holds roughly 9% of the global PC market, ranking fourth behind Lenovo, HP, and Dell. Analysts believe a lower-cost Mac could expand Apple’s market share significantly, especially in the U.S., where the iPhone already dominates.
The J700 will arrive ahead of a wave of planned Mac updates in 2026, including new M5-powered MacBook Airs, MacBook Pros, Mac minis, and Mac Studios, as well as a revamped MacBook Pro with an M6 chip and an iPhone-style OLED touch screen. Apple’s expansion into lower-cost laptops may redefine the brand’s reach while maintaining its hallmark integration and design.
