Apple prepares to enter low-cost laptop market for the first time

APPLE, INC. is preparing to enter the low-cost laptop market for the first time, developing a budget Mac aimed at luring away customers from Chromebooks and entry-level Windows PCs.

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The new device — designed for students, businesses and casual users — will target people who primarily browse the web, work on documents or conduct light media editing, according to people familiar with the matter. Apple is also targeting would-be iPad buyers who might prefer a traditional laptop experience instead.

Code-named J700, the machine is currently in active testing at Apple and in early production with overseas suppliers. The Cupertino, California-based company plans to launch it in the first half of next year, said the people, who asked not to be identified because the product hasn’t been announced.

An Apple spokesperson declined to comment.

‘The move would representa strategic shift for Apple, which has historically focused on premium devices with hefty profit margins. The company also has vowed not to chase market share with lower-end offerings.

But Apple is facing a growing threat from Chromebooks, the low-cost laptops that run Google’s operating system, Chrome OS. There’s also a potential opportunity to entice Windows customers. Microsoft Corp.’s shift to Windows 11 has rankled some users of the previous-generation software and left them without security updates.