The introduction of the MacBook Neo is one of those ''didn’t see that coming'' events, with Apple releasing an affordable, and price competitive MacBook to the market.

The device, which looks and feels very similar to the MacBook Air 13 incher, and is almost a twin in some respects - mainly in its size and weight, which is impressively portable and noticeably light, respectively.

iStore recently hosted a hands on session where we could try out the new device for ourselves, and compare the Neo with a 13 inch iPad with an attached keyboard, a 13' inch MacBook Air and the largest MacBook Pro 16.

The first thing that is noticeable about the Neo is its portability, which is likely why the Istore lined it next to a comparable iPad 13 inch, with keyboard attached. However, as much as I appreciate and personally rely on the larger iPad, the differences in weight between the two are noticeable, with the MacBook Neo being slimmer when closed and considerably lighter in the hand.

That would make it a better option for travelers and those who are on the go. Saying that though, the 13 inch iPad has a sharper touchscreen, which the Neo does not, which makes the iPad more favourable for those who want to draw or paint on it.

However, the Neo offers a longer battery life, approaching the 16 hour mark.

13 inch Ipad on the left and the new MacBook Neo on the right.

 When comparing the Neo to the 13 inch MacBook Air, the differences are less apparent, with the Neo sporting Apple's latest A18 Pro chip, which now surpasses the still very capable previous generations M1 Macbook Pros.

Where the Neo really distinguishes itself, especially in this market, is its price ranging from R11 999 to R13 999, and the fact that it heralds a very different approach to the MacBook line. It also places it firmly in the student/first notebook category, and in direct competition to many entry-to mid level Windows notebooks that occupy the same, or similar, price bracket. 

MacBook Neo (left) and the MacBook Air (right)

Linda van der Nest, the Chief Commercial Officer (CCO) of iStore South Africa, explained that the Neo is every bit of a premium product that Apple is known for, with the same quality build and high end components. She elaborated to me that along with its affordable price point, iStore is also offering aggressive trade in values that drive the price accessibility even further.

She continued that while the first target market that would come to mind for a more affordable Macbook would be students, in fact it crossing a much broader target market. This includes everyday general users and SMEs who want to invest in the Apple ecosystem, or who already have an iPhone or Apple Watch and want to expand their compatibility with a MacBook.

''The MacBook Neo is a premium computer that is priced very differently from what Apple computers are usually priced at, and it is going to unlock Mac for thousands of people who previously thought they couldn’t afford it. But they can still be assured that they are getting the real Apple experience,'' she enthused.

The interesting thing about the introduction of the MacBook Neo is its timing - at a point where economics are driving goods, especially imported ones, to become more expensive and less affordable.

''Apple has somehow bucked that trend in that the products are coming in more affordably than ever before,'' she added.

Admittedly, I don’t see the point in trying to compare it to a 16 inch MacBook Pro, which still retains its crown as the most desirable notebook offering for those looking for the largest screen possible, highest end components, and have their sight sets on the most demanding work. And of course, demands a price to match.

However woth the introduction of the MacBook Neo, Apple, particularly in the local market, has somehow opened the door to those who might not have considered a MacBook, expecting the brand to still be out of their budget. If for no other reason, my best guess is that Apple, and Istore, have a winner on their hands.