Apple released new SoCs and refreshed devices previously equipped with M1 and M2 but nothing really changed. The price points are the same, the configurations for the most part are the same. With ever increasing competition from chip and device makers Apple isn’t really taking any aggressive moves on the market.

Their existing “audience” is very profitable for them, but should they be more aggressive to try gain noticeably more users or stick to their own niche only?

It’s unlikely they get more power-users from outside the ecosystem that will look at 16-32+GB RAM 1TB storage models and compare the prices. And by now most entry-level 256/8 users are likely already bought-in and will be at best upgrading to a newer M-number if given an opportunity.

On the other side of device makers we have brands that aren’t recognized by the global market yet trying to enter it by offering a better value or usually a unique form of some existing value.

GPD released their Win Max 2 10,1" laptop or Win 4 handheld gaming device powered by Ryzen 7840U which isn’t that far off from Apple silicon… yet the 10,1 laptop comes with up to 64GB 7500MT/s LPDDR5x RAM and two M.2 PCIe x4 4.0 SSDs (2280 and 2230) at like $1200. Not to mention having external OCuLink port for PCIe connectivity (eGPU and alike).

Even Asus is creating new form factors like their ROG Flow Z13 gaming tablet that followed their 13" and 16" X13/X16 convertibles, also with custom eGPU capabilities and much less RAM upselling (although 13" 32GB is rare). Z13 tablet with mobile RTX 4050 got really good reviews.

And when you want something cheap, but not really plastic or Chromebook then for example Chuwi can get you covered. Check for example Chuwi Minibook X which is 10,51" mini laptop/convertible with entry level Intel chips in slick metal case. Not perfect, but really good for the money. And they have bigger, more standard ones too.

Nettop market is also growing. Minisforum and Chinese brands releasing designs with latest Intel or AMD chips, some with dGPU, some already with OCuLink or unique small form factors. Not to mention I/O. You need a cheap fanless home storage devices with 2.5GBit Ethernet then Aliexpress has you covered ;)

And the pro-sumer business laptops sold in similar-to-Apple prices tend to come with 3-year warranty and more consumer friendly features like on-site/next-business day or attempts to upsell new device instead of repairing existing one. And Qualcomm new chips will likely end up here as well with Microsoft seemingly working on Windows 12 around them to make WoA less dead :)

Will those rumored cheap Macbooks be “exciting” 4/128GB? Or should it be M-some-number in less space-grey cases but for example with user upgradable storage and RAM? Less speed here and there, less stylish but devices for a new audience to grow the user base. (and it needs RGB!)