An Asus executive said Apple’s new $599 MacBook Neo is a rare pricing move that could force the broader Windows PC market to respond. The comments came during an earnings call, where Asus leaders also pointed to a worsening memory shortage that may push laptop prices higher across the industry.
Asus Calls Apple’s Price a Market Shock
On a Tuesday earnings call, Asus co-CEO S.Y. Hsu said Apple’s decision to launch a budget MacBook is a “shock” for the PC industry, noting Apple has historically priced its laptops at a premium. He added that the product has become a serious topic across the PC ecosystem, including discussions involving Microsoft, Intel, and AMD.
Hsu said the industry has been debating how to compete with the device, especially after months of speculation about a lower-cost MacBook ahead of its launch.
Limits Could Constrain Its Reach
Hsu also argued the MacBook Neo’s appeal could be capped by its hardware choices. He pointed to the laptop’s 8GB of unified memory and the lack of an upgrade path, framing the device as more focused on “content consumption” than heavier workloads.
He suggested the Neo may struggle to convert established Windows users because of software differences. He said it will take time to see how much market share the product can capture.
Early Signals Show Strong Interest
Early demand signals appear strong. Preorders began last week ahead of a March 11 launch, and shipping timelines have already slipped to several weeks. A recent review described the laptop as fast for basic tasks and suitable for light gaming, which could broaden its appeal beyond casual use.
Hsu said Windows PC makers are expected to release competing products, but he framed the battle as complicated by component constraints.
Memory Shortage Adds Pressure to Laptop Prices
Asus said an AI-driven memory shortage is tightening supply and raising costs. During the same call, the company noted memory prices have risen by more than 100% quarter over quarter, echoing similar signals from other PC vendors such as HP.
Hsu said that once Asus must replenish memory supplies at higher prices, it will need to reassess product pricing. He added the crunch could persist for roughly two years, with meaningful relief not expected until late 2027 when new memory manufacturing capacity comes online.
