Apple announced price hikes across the Mac lineup, surprising inclusion of the MacBook Neo. Tim Cook hinted at increases earlier, but gave no timeline. The Neo jumps $100, Air up $200, Pro up $300. The changes affect all configurations sold through Apple’s online store and authorized retailers. Retailers report mixed reactions as customers compare the hike to competing ultrabooks.

The Neo debuted at $599, its low price attracted Windows users. New price $699 still competitive but erodes the headline advantage. Apple says hikes protect margins. Other products also see rises: Apple TV 4 to $199, HomePod to $349, iPad base to $449. The bump also affects education discounts, forcing schools to reassess budgets.

Consumers face higher entry cost for Apple’s most affordable laptop, potentially slowing first‑time adopters. Competitors may regain price‑sensitive buyers. Apple’s willingness to raise the Neo price signals confidence in demand despite tighter budgets. The market now must adjust to a new baseline for budget Macs. Price‑sensitive segments may look to ChromeOS devices, while Apple bets on ecosystem lock‑in to sustain sales.