Asus co-CEO S.Y. Hsu said that the MacBook Neo was “certainly a shock to the entire market,” especially given that Apple devices usually came with premium pricing. Hsu said this during the company’s 4Q25 earnings call, when asked how the company views its impact on the 2026 PC market. The Asus executive said that it has heard about the product’s shipment as early as the latter half of 2025, and that it has already made some preparations for its arrival. However, it seems that the company — and the rest of the PC industry — did not expect the entry-level Apple laptop to launch at just $599.
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