Apple has made several interesting pivots with its portable computers over the years. Most recently we saw Apple dabble with having three different laptop product line; the MacBook Pro, MacBook Air and MacBook. That iteration of the MacBook was discontinued in 2019 after just four years on the market. But there are rumours that Apple is looking at releasing a new MacBook, that would compete with low-cost laptops such as Google’s ChromeBook.
Apple has rarely competed at the low-cost end of the markets it focusses on. The one glaring exception is the iPod market where the iPod mini and iPad Nano offered a low cost entry point. But that was about connecting people to the iTunes Store rather than making big margins on hardware.
The laptop market is a different market. DigiTimes cites industry sources that report Apple is planning to try to push back into the education market it dominated for many years. With reports that ChromeBooks are a major hassle as they break down regularly, there certainly is an opportunity for other computer makers to push into that market.
Technology in education
PC makers like Dell, HP and Lenovo would be eyeing that news with great interest. Microsoft makes access to its software and services very affordable for schools so it’s possible for manufacturers that deliver at scale to offer very competitive hardware and software deals.
When I was the IT Director at a school, the deals that Microsoft offers along with the competitive proving and financing available from PC makers was very compelling. But could Apple do the same?
There are some factors at play here. Apple’s hardware would only be part of the challenge. Schools in Australia are dominated by non-Apple computers. And that means many IT departments are only geared up to manage fleets of Windows computers. For Apple to break through, it will need to ensure there are roust and easy solutions to aid that transition.
The widespread use of cloud apps and Microsoft’s commitment to making its Office suite Mac-frendly goes a long way to ensuring a transition to the Apple user experience will be fairly seamless. But there will need to be a robust education program to support schools.
If all that sounds hard – that’s because it is.
Market reasons Apple won’t go cheap
Notwithstanding the iPod example, and perhaps the iPhone SE, Apple has always focussed on premium markets and the use of high-grade materials. For Apple to cut costs and deliver a low-cost machine may mean compromises Apple won’t want to make.
Apple already has a play for education that comes from two sides.
The iPad is relatively low cost and passes the test as a ‘good enough’ computer in many educational situations. There are hundreds of thousands of great apps for every educational discipline and, in a decent case, is robust enough for student use.
Then there’s the MacBook Air. The education price is 10% lower than the regular street price. For $1349, students get a very slick computer with an excellent display, high performance (although not Apple’s most recent M2 chip) and long battery life. I doubt there’s a student who needs more power than that MacBook Air.
Most schools suggest student laptops are replaced every three years. Given I have a 12 year old MacBook Air that still works, I suggest the current MacBook Air will likely last a little longer than the three years. And my experience, watching my kids go through school is that similarly priced PCs do not last nearly as well as Macs.
Apple has no need to go cheap. What it needs to do for education is prove value.
If Apple goes cheap, it will greatly diminish the brand value.
Anthony is the founder of Australian Apple News. He is a long-time Apple user and former editor of Australian Macworld. He has contributed to many technology magazines and newspapers as well as appearing regularly on radio and occasionally on TV.