Apple delivered a packed product launch week, unveiling six new devices including the iPhone 17e, M5 MacBook Air, and the MacBook Neo starting at just $599. The announcements began Monday with the iPhone 17e featuring 256GB storage, MagSafe, and Apple Intelligence support, followed by Tuesday's M5-powered MacBook Pro and Air updates.

Wednesday brought the surprise MacBook Neo, Apple's most affordable laptop yet, powered by the A18 Pro chip. The lineup also included the M4 iPad Air with 12GB RAM, refreshed Studio Display, and a new 27-inch Studio Display XDR with mini-LED and 120Hz refresh rate. MacBook Pro models with M5 Pro and M5 Max chips saw $200 price increases but doubled base storage.

Apple's aggressive pricing strategy with the MacBook Neo signals a direct challenge to Windows laptops and Chromebooks in the budget segment. The company is clearly targeting price-conscious consumers while maintaining its premium positioning with high-end displays and performance-focused MacBook Pro updates. Pre-orders are open now with devices shipping March 11.