Apple, for all its stagecraft and marketing savvy, often seems to get the best PR when it’s not in the spotlight. Attention brings criticism, and in the afterglow of an Apple event, tech columnists and TikTok trolls alike line up to dunk on the iPhone Air’s plateau, say, or the Mac Pro’s wheels. But watch the vibe change when another company takes its turn on the stage.
The critics and memers gave the MacBook Neo a comparatively easy ride when it turned up at the start of March. But last week, a week in which Apple made no announcements about the product and implemented no special marketing efforts, was perhaps its best yet, thanks to Google and Microsoft’s clumsy efforts to take it down. We’re not owned, they both insisted, while slowly shrinking and turning into a corncob.
Google started things off by unveiling the Googlebook, a Gemini-pushing device which my colleague on PC World astutely calls the world’s first anti-personal computer. The software philosophy behind the Googlebook is AI-first, but its design and hardware approach are clearly Neo-second: an obvious attempt to recapture the lightning which Apple bottled so successfully a couple of months ago.
We don’t yet know any tech specs, and Google promises something “premium” to sit above the Chromebook. But such terms are relative, and we should remember that Chromebooks can be had for less than $200. Given the new device’s role as an AI delivery system and Android emulator, it seems unlikely that Acer, Dell, and the rest will cram it with top-tier componentry. Expect something sleek, lightweight, but affordable; $599 has a nice ring to it.
While Google was flattering Apple with imitation, Microsoft was performatively insisting that the MacBook Neo isn’t a big deal at all. Hilariously, the company went to the trouble of commissioning a super-serious and definitely unbiased whitepaper on the subject. It turns out that we were all sadly mistaken, and the Neo isn’t an excellent budget laptop after all. Much better, our researchers explain, to plump for (checks notes) laptops which are way more expensive, made of plastic, stuffed with bloatware, or all of the above.
I could spend a whole column talking about the silliness of the whitepaper–indeed, I strongly recommend that you read Roman Loyola’s polite demolition of its claims–but the real problem is not so much that the study is wrong. It’s that Microsoft thought commissioning and publishing the study would help. If you have to commission whitepapers to tell people not to buy your rival’s laptops, you’ve already lost. And paying researchers to prove something isn’t a big deal, rather shows that you think it is.
But perhaps all this foolishness shouldn’t have come as a surprise. The MacBook Neo has done a good job of selling itself to budget laptop buyers, but it’s done a far better job of getting under the skin of rival tech companies. Right from the start, comparisons showed that the machine was performing better at a role traditionally filled by Windows machines, and PC makers have been panicking ever since.
The funniest part is that the industry can’t decide whether the Neo is good, and therefore worth copying, or bad, and therefore not a threat. Sometimes you’ll find a PC maker unable to decide between these two mutually exclusive positions. Shortly after the Neo launch, Asus CEO S.Y. Hsu admitted it was “a shock to the entire industry” and that the whole PC ecosystem had been talking about how to compete with it. But a few sentences later, he was insisting that, actually, the Neo is just a content consumption device that won’t have much of an impact. You can’t have it both ways, I’m afraid.
Ultimately, the response of PC makers (and PC operating system makers) to the launch of the MacBook Neo reflects a difference in philosophy at the most fundamental level. Apple’s rivals find it fascinating. They don’t quite understand how it works or how it has achieved what it has, which is why no other company has been able to replicate the Apple formula. But they can’t stop watching. And again and again, they find themselves unable to resist the temptation of making Apple the subject of their own marketing.
Apple, on the other hand, spends its time focusing on itself. It’s aware of other companies and their products, and of course, like all tech companies, it uses the developments and innovations of others to spur on its own work. It acquires other companies and hires their staff. But it views rival products as a starting point: something to surpass, not to imitate. And that’s why the company makes products that are worth imitating, and which customers want to buy without the influence of silly whitepapers.
Foundry
Welcome to our weekly Apple Breakfast column, which includes all the Apple news you missed last week in a handy bite-sized roundup. We call it Apple Breakfast because we think it goes great with a Monday morning cup of coffee or tea, but it’s cool if you want to give it a read during lunch or dinner hours too.
Trending: Top stories
Good news: Google didn’t copy Liquid Glass. Bad news: It did something even worse.
Uh-oh! Google just helped Apple sell a million more MacBook Neos. While Microsoft commissioned a special MacBook Neo study because it’s totally not worried.
The so-called iPhone Neo should be an instant ‘no’ from Apple. Better go for a screen-less Apple Watch Neo instead.
35 years ago, the Mac got an era-defining upgrade, and we’re all still using many of its innovations.
iOS 26 broke Felipe Esposito’s iPhone. But a fix is coming… we hope.
Apple is missing the thing that once made it great, argues the Macalope. It’s up to John Ternus to bring some fun to the halls of Apple Park.
Podcast of the week
xOS 26.5 is now available. What are the new features? Plus, we talk about Apple Watch rumors in the latest episode of the Macworld Podcast.
You can catch every episode of the Macworld Podcast on YouTube, Spotify, Soundcloud, the Podcasts app, or our own site.
The rumor mill
AI could make iOS 27 much bigger than the rumors suggest.
We might not get another new Mac till 2027. And you can blame AI for that one, too.
Apple isn’t bringing Touch ID to the Apple Watch, leaker insists.
Sorry haters, Liquid Glass on the Mac isn’t going anywhere.
Video of the week
What’s in the iOS 26.5 update? Three major things, as you’ll discover in our latest short video. Follow us on TikTok and Instagram.
Software updates, bugs, and problems
Big Camera and Siri design changes are reportedly coming with iOS 27.
iOS 26.5 may be small, but it hides some incredible new features. Plus an amazing new iPhone wallpaper you need to see.
macOS 26.5 has a new way to turn on your Mac.
Apple just pushed dozens of critical security updates, going all the way back to 2015 iPhones.
And with that, we’re done for this week’s Apple Breakfast. If you’d like to get regular roundups, sign up for our newsletters, including our new email from The Macalope–an irreverent, humorous take on the latest news and rumors from a half-man, half-mythical Mac beast. You can also follow us on Facebook, Threads, Bluesky, or X for discussion of breaking Apple news stories. See you next Monday, and stay Appley.
Author: David Price, Editor, Macworld
David has been writing about technology for well over two decades, and got on board the Apple hype train when covering the original iPhone launch in 2007. He is an enthusiastic Apple Watch evangelist and feels that the HomePod is misunderstood.