We could talk about what Apple’s done wrong lately. We could. Probably for a while. Just look at this list of grievances.

• Apple’s failed to deliver on its AI promises, and the AI it has delivered, like Image Playground, has not been terribly impressive. (Of course, this is defining “AI” as the market currently defines it, which is customer-facing apps and chatbots. Apple does all kinds of AI under the hood that works quite nicely.)
• The company continues to fight tooth and nail against allowing third-party app stores on iOS, despite the desire for more options from users, developers, and regulating authorities.
• Have you seen these icons? They’re horrible! So horrible that some have suggested that they are criminal in nature! To be clear, the Macalope is not advocating that criminal charges be brought against any designers at Apple over these icons. Maybe some light spankings would be in order, though.
• And then, of course, there’s all the sucking up. Gross. Super gross. Zero stars. Unlikely to recommend to friends and coworkers.

But now Apple seems set to do something right…

…for a change? Can we say “for a change”? It seems overly dramatic because Apple does do good things too, but let’s say “for a change” here because that list seems like kind of a lot right now, and the Macalope needs to get the taste of it out of his mouth.

“Apple Prepares to Enter Low-Cost Laptop Market for First Time”

In this economy, releasing a cheaper product is a good thing.

Pundits have been saying Apple needed to release cheaper [insert any product category here] since forever, most notably perhaps when netbooks were set to destroy MacBook sales all the way back in 2009.

Yes, year numbers actually go that low! The Macalope had to look it up to make sure it wasn’t a typo he made back in 2009, but that was actually the year then! You try to tell that to kids today, and they won’t believe you.

“You’re crazy, old man! Years started with 2010! Now get off the playground or we’re calling the cops!”

IDG

But this isn’t a situation like netbooks. There are no external pressures that will surely drive the company out of business this time. (There weren’t any then, either.) To be clear, the company isn’t doing this out of the goodness of its heart. Corporations may be treated like people in this country, but they’re soulless people with no hearts and nothing but pure avarice coursing through their veins.

Which, oddly, sounds like some actual humans the Macalope could name.

In a weird twist, Apple itself may have created the need to try to compete more with cheaper Chromebooks and Windows laptops. How? By making Apple silicon so good that people simply don’t need to buy new Macs as often. The Macalope did upgrade his M1-based MacBook Air earlier this year, but, honestly, it was more about just wanting a new laptop than needing one.

Bloomberg’s Mark Gurman also notes the opportunity afforded by Microsoft’s shift to Windows 11. It’s comforting to know that any time Apple wants to boost sales a bit, Microsoft will help out by pushing users into an unwanted, poorly executed operating system upgrade. Super nice of them.

Before we praise Apple too much for bestowing a cheaper MacBook on us (or at all), it should be noted that the company has already been consciously, deliberately selling a “cheap” laptop. It’s the M1 MacBook Air, which you can get on sale from Walmart in the U.S. for the low, low price of $599.

Is there a difference between making a new, if lower-powered, laptop and just continuing to make the one you first shipped five years ago and selling it at a lower price? Sure. While the rumored cheaper Air is expected to come with an A18 Pro processor instead of an M-series, a lower-end LCD display, and no Thunderbolt support, customers should be able to expect longer support for the device than a model Apple has stopped selling directly.

Even if he hadn’t just bought a new MacBook, this isn’t a laptop the Macalope is likely to be interested in, no matter how much his health insurance costs are set to go up next year. But it’s nice, it’s going to be an option for some people.