Apple Looking to Launch $799 MacBook Air in 3Q 2012?

Digitimes reports that Apple is planning to launch a cheaper MacBook Air in the third quarter of this year, dropping the entry-level price to $799 from the current $999. The move is reportedly being made to take on Intel's "Ultrabook" initiative that is pushing low-cost, ultra-thin notebook PCs.

Although Acer has recently reduced its ultrabook shipment target, Intel continues to aggressively push ultrabooks and is aiming to have the devices priced at US$699 in the second half of the year. However, if Intel is unable to bring down ASPs to its goal, the price gap between ultrabooks and the US$799 MacBook Air may further postpone the time ultrabooks become standardized, the sources noted.

Ultrabook manufacturers have so far struggled to match or beat Apple's MacBook Air pricing, leading to weak shipments. But Intel remains committed to the initiative, and is working with manufacturers to continue to bring prices down.

macbook air open finger
It is unclear just how Apple would achieve a $200 price cut on the MacBook Air, given the company's focus on maintaining high profit margins. Certainly pricing on the solid-state drives used in the MacBook Air will continue to fall, but Apple likely has only limited flexibility to bring down pricing. And given the strong performance of the MacBook Air as Ultrabooks continue to struggle, it is not immediately obvious whether Apple would even see a need to lower pricing on its models.

Digitimes has a spotty track record with regard to Apple rumors, although it has on occasion offered accurate insight based on sources in Apple's supply chain. The publication's recent claims regarding Apple's notebook plans including a report of production being underway on slimmer 13-inch and 15-inch MacBook Pro models, as well as a suggestion that Apple is considering a 14-inch MacBook Air for Asian markets.

Related Roundup: MacBook Air
Buyer's Guide: MacBook Air (Buy Now)

Top Rated Comments

dethmaShine Avatar
114 months ago
/Digitimes.
Score: 20 Votes (Like | Disagree)
scarred Avatar
114 months ago
This rumour is obviously true. Apple has always "raced to the bottom" with the rest of the PC manufacturers. They always want the lowest prices.
Score: 13 Votes (Like | Disagree)
Boisv Avatar
114 months ago
It would be nice but I doubt it.
Score: 11 Votes (Like | Disagree)
danwayfilms Avatar
114 months ago
It's never a good sign when the subject is a question.
Score: 7 Votes (Like | Disagree)
iZac Avatar
114 months ago
Discounting whether there is truth to this or not, surely the current bottom spec Macbook Air is now $200 cheaper to manufacture than it was last July? Apples new strategy seems to be to keep on the base model of the last generation at a discounted price... at least for iOS products
Score: 6 Votes (Like | Disagree)
Small White Car Avatar
114 months ago
Apple is able to have cheaper items as long as they minimize cannibalization by giving those cheaper products a noticeable disadvantage. Like, not just less RAM or something, but a difference you can really SEE right in the store.

In other words, selling the iPhone 3GS doesn't hurt iPhone 4S sales...they just pick up people who would never have bought a 4S, but it doesn't tempt the people who wanted a 4S with that nice sharp display.

In the past the iMac/eMac relationship worked the same way.

So this could work, but there has to be a hook that keeps most buyers in the higher models. Just a guess, but these new high-resolution displays I keep hearing about could be one such thing. If the stores are stocked with amazing-looking high-res Macbooks they can be sure most folks will still spring for that once they get a look at it.

Then, in addition to having older screens, make these cheap Macbooks with less SSD space as the only option and you start to have a computer that will pick up lower-end buyers without tempting the regulars.

Not saying it's gonna happen, but if they want to do it that's how they could.
Score: 6 Votes (Like | Disagree)

Top Stories

Top Stories 44 Feature

Top Stories: 'Thinner and Lighter' MacBook Air, Smaller iPhone 13 Notch, iOS 14.4 Incoming

Saturday January 23, 2021 6:00 am PST by
We continued to hear a lot more about Apple's plans for its Mac lineup this week, including word of a high-end redesigned MacBook Air and the return of an SD card slot as part of the upcoming MacBook Pro redesign. It also sounds like Apple has been working on Face ID for Mac, but it won't be appearing in a redesigned iMac this year as originally planned. This week also saw rumors about the...
magsafecasedangle

Apple Elaborates on Potential for iPhone 12 and MagSafe Accessories to Interfere With Implantable Medical Devices

Saturday January 23, 2021 2:42 pm PST by
Since the launch of iPhone 12 models in October, Apple has acknowledged that the devices may cause electromagnetic interference with medical devices like pacemakers and defibrillators, but the company has now shared additional information. Apple added the following paragraph to a related support document today:Medical devices such as implanted pacemakers and defibrillators might contain...
Flat MacBook Air Feature

Bloomberg: Apple Working on 'Thinner and Lighter' High-End MacBook Air With MagSafe, Could Launch in Second Half of 2021

Friday January 22, 2021 3:34 am PST by
Apple is working on a "thinner and lighter" version of the MacBook Air that the company plans to release during the second half of this year at the earliest or in 2022, according to a new report by well-connected Bloomberg journalist Mark Gurman. It will include Apple's MagSafe charging technology and a next-generation version of the company's in-house Mac processors. Apple has discussed...
2021 mbp sd slot feature2

Bloomberg: Next MacBook Pro to Feature SD Card Reader

Friday January 22, 2021 7:50 am PST by
Last week, reputable analyst Ming-Chi Kuo outlined his expectations for new 14-inch and 16-inch MacBook Pro models later this year, including the return of the MagSafe charging connector, the removal of the Touch Bar, a new flat-edged design, and the return of more ports built into the notebooks for expanded connectivity. A concept of a modern MacBook Pro with an SD card reader Kuo did not...
airpods galaxy buds comparison

Samsung Galaxy Buds Pro vs. Apple AirPods Pro

Friday January 22, 2021 2:34 pm PST by
Samsung in January unveiled new flagship Galaxy S21 smartphones and alongside the new phones, introduced the $200 Galaxy Buds Pro, which are priced at $199 and offer Active Noise Cancellation. Subscribe to the MacRumors YouTube channel for more videos. These new Galaxy Buds Pro are clearly designed to compete with Apple's AirPods Pro, so we thought we'd compare the two sets of earbuds in our...
maxresdefault

Microsoft Touts Surface Pro 7 as 'The Better Choice' Over MacBook Pro in New Ad

Saturday January 23, 2021 11:02 am PST by
Microsoft yesterday shared a new ad on YouTube titled "Microsoft Surface Pro 7: The Better Choice," in which the company compares its tablet computer to Apple's 13-inch M1 MacBook Pro, as spotted by MSPoweruser. The ad highlights the Surface Pro 7's touchscreen and included stylus as opposed to only a "little bar" (the Touch Bar) on the MacBook Pro. Other advantages of the Surface Pro 7...
iOS 15 icon mock banner

iOS 15 Rumored to Drop Support for iPhone 6s and 2016 iPhone SE

Thursday January 21, 2021 11:58 am PST by
Apple's upcoming iOS 15 operating system, which we expect to see unveiled in June, is rumored to be dropping support for a few of Apple's older iPhones. According to French site iPhoneSoft, iOS 15 will not be able to be installed on the iPhone 6s, the iPhone 6s Plus, or the 2016 iPhone SE, all of which have an A9 chip. The iPhone 6s and 6s Plus were introduced in 2015 and are now more...
maxresdefault

Video Demos macOS Catalina Running on iPad Pro via x86 Emulation

Thursday January 21, 2021 11:36 am PST by
A video demonstrating macOS Catalina running on a current 2020 iPad Pro has been shared on YouTube, giving us a look at an interesting hack that has a Mac OS up and working on one of Apple's iPads. There's limited information about how the process of getting macOS Catalina on an iPad Pro works, but it uses x86 emulation and was done through the UTM software that allows virtual machines to...
iPhone 13 Notch Feature

iPhone 13 Rumored to Feature Smaller Notch, Pro Model Cameras to Use Larger Image Sensor

Thursday January 21, 2021 1:38 am PST by
Apple's iPhone 13 series will feature a redesigned Face ID system that will allow for a smaller notch at the top of the screen, according to a new report today. The rumor comes via hit-and-miss Taiwanese industry publication DigiTimes, whose supply chain sources also claim that the ultra wide-angle lens in Apple's next-generation iPhones is due for an upgrade. The next-generation iPhones'...
iOS 14

Apple Seeds iOS 14.4 and iPadOS 14.4 Release Candidate to Developers and Public Beta Testers

Thursday January 21, 2021 10:14 am PST by
Apple today seeded the RC version of upcoming iOS 14.4 and iPadOS 14.4 updates to developers for testing purposes, with the new betas coming a week after Apple released the second betas. iOS 14.4 and iPadOS 14.4 can be downloaded through the Apple Developer Center or over the air after the proper profile has been installed on an iPhone or iPad. Paired with the HomePod 14.4 beta that is...