We had high hopes for Apple’s recently released M2 chip, but it appears rival companies are eyeing its success for fear it could eat into the profits of Intel-powered Windows laptops.
As reported by MacRumors (opens in new tab)This information comes from industry sources cited by Digitimes (opens in new tab) who claim that the current generation of MacBooks are finally within the right price and performance to start attracting those who previously weren’t interested in acquiring a Mac system.
The report states “Wintel [Windows laptops powered by Intel] The brand supplier pointed out that with a price tag of $1,000 to $1,500, the MacBook Air will outperform other high-end notebooks. Upgrades to the M2 processor, camera lens and housing put the new MacBook Air’s small price increase within an acceptable range for consumers.”
Price comparison is something we here at have been ramping up since the previous MacBook Air with M1 and MacBook Pro 13-inch were released in 2020. For comparison purposes, the Dell XPS 15 2020 2020 retailed for $1,299 (about £1,030, AU$1,890) at launch for a 10th Gen Intel Core i5 processor, 8GB of RAM and a 256GB SSD.
The M1 MacBook Air, meanwhile, was originally priced at $999 / £999 / AU$1,599 at launch, and that is set to drop now that its M2 successor has been revealed, which puts similarly priced Windows alternatives at risk if they can’t compete with what Apple has to offer.
There is also concern that the current economic crisis facing Western markets will also cause sales figures to plummet as inflation and the cost of living continue to rise. However, this will not only affect the sale of Intel-based hardware, as people are unlikely to buy expensive technology when times are tough.
Analysis: Success will also depend on the offer
It’s worth noting that Apple still has a supply chain crisis on its hands after lengthy Covid-19-related lockdowns at its manufacturing facilities in China forced production lines to close.
We’ve seen some 14-inch MacBook Pro (2021) and 16-inch MacBook Pro (2021) models become hard to come by, with current shipping estimates for new orders now through August, as well as rumors that the recently announced MacBook Pro from 13 inches with M2 technology will also be affected by production delays.
That leaves the M2 MacBook Air in a grip. There are two potential scenarios playing out: either the supply for the rest of the Mac portfolio has been restricted to accommodate the anticipated popularity of the MacBook Air (given its consumer-friendly price tag), OR the Air will also be forced into the same supply issues.
Apple also expressed its own concerns that supply issues would affect its products throughout 2022, with nearly the entire Mac catalog being affected by shipping delays. (opens in new tab), which could cost the company between $4 and $8 billion. Simply put, Apple can’t be much of a threat to Windows 11-based products if it doesn’t have the stock to sell them.
Apple needs to work on its supply chain, not only to ship its hardware, but also to assure its fanbase that the products will still be available for purchase now that it’s finally bringing even hardcore Windows fans on board – or else it could. losing some of their well-deserved market share to companies that don’t have a waiting list.