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 John Ternus was unavoidable when Apple debuted the Macbook Neo. He kicked off an intimate media event for the Neo, introducing it as a transformative machine for Apple thanks to its low $599 cost ($499 for education customers) and premium build quality. He was interviewed on Good Morning America, the sort of prominent media feature CEO Tim Cook typically handles. And when I asked Apple workers about the Neo at its launch event, they almost always brought up Ternus' vision of the laptop.
For all intents and purposes, Tetanus was Apple's frontman for the MacBook Neo.
Ternus is slated for his coronation as Apple's CEO on September 1, and the Neo is not only a feather in his cap, but a likely indication of the company's approach to products going forward. It's a sign that Apple is getting more comfortable taking risks.
Apple lives and dies on its own premium image. It completely gave up on making cheap iPhones like the SE and 5C, and the $599 iPhone 16e and 17e are more expensive than typical mid-range Android phones (though the $249 Apple Watch SE is admittedly one of the cheaper smartwatches around.). It was risky to shove a mobile processor into a full-fledged computer, which could have made it too weak. And it was a gamble to stick with a meager 8GB of RAM, practically sacrilegious within the Apple pantheon. It's not breaking new ground for product categories, but the Neo, in being a budget laptop at all, is surprisingly un-Apple.
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