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Apple Reins In Prices To Pressure Its Rivals

The Wall Street Journal

March 05, 2026

Apple's pricing strategy for its newest devices suggests it wants to exploit its rivals' pain as spiking chip costs threaten to devastate the electronics market.

- By Rolfe Winkler

Apple Reins In Prices To Pressure Its Rivals

At an event in New York on Wednesday, people tried out the just-announced $599 MacBook Neo.

FROM TOP: SARAH YENESEL/EPA/SHUTTERSTOCK; TIMOTHY A. CLARY/AFP/GETTY IMAGES

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