MacBook

HINTS OF A COMEBACK FOR THE BELOVED ENTRY-LEVEL MODEL GAIN MOMENTUM

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With invites now in the hands of select media and influencers, Apple's "special Apple Experience" on March 4 could signal the long-rumored revival of the 12-inch MacBook, Apple's boldest move yet to capture budget-conscious buyers while funneling them deeper into its 2.5 billion active device ecosystem.

THE 12-INCH MACBOOK

In a world of 8 billion people, where smartphone penetration nears saturation in developed markets, Apple's path to growth lies not in premium saturation but in accessible gateways, devices that lower barriers to entry, and devices that hook users on iOS/macOS continuity and drive recurring Services revenue. The original 12-inch MacBook (available between 2015 and 2019) charmed with its ultraportable form factor but faltered on performance, keyboard issues, and battery life. This revival promises fixes: A18 Pro silicon for efficient power and Apple Intelligence capabilities, improved keyboard, exceptional battery, and perhaps a 13-inch-ish display in fun colors like yellow, light green, blue, and pink. Bloomberg's Mark Gurman and Ming-Chi Kuo have pegged mass production for late 2025/early 2026, targeting 5 to 7 million units annually, enough to meaningfully boost Mac sales without cannibalizing Air or Pro lines.