Apple's Newest Phone and Laptop Are More Budget-Friendly. Premium Products Could Be Next

Key Takeaways

• Apple recently announced a series of more affordable devices, including the iPhone 17e and MacBook Neo.
• The iPhone maker is seen leaning into more premium products next, according to a Bloomberg report.

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Apple’s latest product strategy isn’t about cutting-edge technology. It’s about being more—and less—affordable.

The iPhone maker last week announced a series of more affordable devices, including the MacBook Neo and iPhone 17e. ButApple (AAPL) is also working on a lineup of premium products that could come next, according to a weekend Bloomberg report. Apple did not respond to Investopedia’s request for comment in time for publication.

Why This Is Significant

Apple’s latest pricing moves could help the company respond to current trends. Economists and executives have said in recent months they’re seeing “K-shaped” spending, with many consumers showing signs of strain, while higher-income earners drive spending on premium products and services.

While Apple announced updates to its MacBook Air and Pro lineups, as well as a new iPad Air, it’s the budget-friendly MacBook Neo and iPhone 17e that have so far drawn the most attention from analysts and reviewers.

At about $600, some early reviews have suggested Apple’s MacBook Neo could give many of its PC rivals a run for their money. At a time when a number of PC vendors are raising prices, analysts at Goldman Sachs recently wrote, the move could help win Apple new users who might otherwise have shopped brands like Dell (DELL), Lenovo and HP (HPQ).

The pricing of Apple’s “value packed” iPhone 17e, also set to start around $600—like its predecessor, the 16e—is more competitive than anticipated, according to JPMorgan. Some analysts had expected Apple to raise the 17e’s starting price, citing improvements to its storage and camera. Phones are the biggest part of Apple’s hardware business.

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The iPhone 17e and MacBook Neo, which are available for preorder, are set to hit stores Wednesday. Pre-orders of some MacBook colors and storage options are already reportedly sold out.

Many Apple users may be waiting on delayed artificial intelligence features, with a new AI-enabled line of glasses expected later this year. The Bloomberg report suggested a foldable phone could also be among the company’s coming premium lineup.

Shares of Apple have lingered in negative territory for 2026 amid broader tech pressure. The stock is up about 18% over the past 12 months.

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