Apple’s 'big week' launches a pair of $599 devices aimed at budget
buyers
[March 05, 2026] By
SHAWN CHEN
NEW YORK (AP) — Apple CEO Tim Cook promised a "big week" of product
announcements has seen the introduction of a new budget-friendly iPhone
trim, an entry-level MacBook tier, updated iPad Air models, refreshed
monitors and higher-end chipsets. All of which was on display at
hands-on media events held Wednesday in New York, London and Shanghai.
The tech titan recently saw its quarterly earnings rise to a new record,
thanks to strong sales of its iPhone 17 models, even though the company
still hasn’t delivered on its 2024 promise to smarten up its Siri
assistance with AI.
Perhaps looking to capitalize on this sales momentum, Apple started the
week off announcing the latest model in its more budget-friendly phone
lineup, the iPhone 17e, and the MacBook Neo, an entry-level laptop that
represents the company's most aggressive attempt at moving into the
affordable laptop market.
Everything announced will be available for preorder starting Wednesday.
So if you need more information before you start shopping, here's the
skinny:
iPhone 17e
This updated version of iPhone targeting budget-conscious shoppers will
include the same A19 chip as the one powering the base iPhone 17 and
offers double the standard storage space (256GB) as the previous 16e
model (128GB).
The camera has been updated to a 48 megapixel system and its C1X modem
promises faster cellular speeds.
As for display, the 17e clocks in with a slightly smaller screen
compared with the base 17 model, has a slightly lower refresh rate and
may be a little dimmer to the human eye, but you're still getting the
super retina display used in the rest of the lineup and Apple's Ceramic
Shield 2 system to guard against scratches.
Apple also put included MagSafe with Qi2 support for those looking for a
more convenient wireless charging experience.
Starting at $599, the iPhone 17e comes in $200 cheaper than the base
iPhone 17. Colors include black, white and light pink.
iPad Air M4
The midrange iPad refresh runs the slightly older M4 chip — for
reference, the top-end iPad Pro model uses the newer M5 chip. But it's
still powerful enough to handle your streaming habits, web browsing,
email and video editing. Cellular versions of the Air also include the
updated C1X modem for faster connections.
You wouldn't think there's a RAM shortage in the world with what Apple
has announced this week. The company bumped the Air's RAM up from 8GB to
12GB without a price increase.
The 11-inch iPad Air starts at $599 while the 13-inch version starts at
$799, each with 128GB of storage.
Chip and MacBook updates
Apple’s high-end Pro lineup of laptops received newly announced chip
upgrades (the M5 Pro and M5 Max), which claim higher performance for
intensive usage and battery efficiency. But the new upgrades come with a
higher price tag too.
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A MacBook Neo sits on display during an Apple unveil event,
Wednesday, March 4, 2026, in New York (AP Photo/Ted Shaffrey) ,
 The 14-inch MacBook Pro with the M5
Pro chip set comes with 24GB of RAM and 1TB of storage. It's priced
at $2,199, a $200 increase compared with 2024 base M4 Pro. For an
extra cost, you have the option to upgrade to a higher tier of the
M5 Pro or jump to the M5 Max chip. You can also bump the system's
RAM up to 48GB.
The 16-inch MacBook Pro already comes standard with the highest tier
M5 Pro chip set, and starts with 24GB of RAM and 1TB of storage.
It's priced at $2,699, a $200 increase from previous model. You do
have the option to upgrade to the M5 Max chip set and bump up the
RAM.
For both models, the display hasn't changed, nor has the
front-facing camera. But Apple has upgraded their networking
capabilities to support Wi-Fi 7 and Bluetooth 6.
The brand new entry-level MacBook Neo made its debut at the
in-person event on Wednesday. This new a 13-inch laptop comes packed
with Apple's A18 Pro chip (also found in the iPhone 16 Pro), 256GB
of storage, two USB-C ports but only 8GB of RAM. The upgraded the
512GB model includes a TouchID sensor.
With the Neo, it's apparent Apple is trying to gain a foothold in
the budget laptop field, which is currently flooded with Google
Chromebooks and economy Microsoft Windows machines.
The 256GB model is available for $599, while the upgraded model is
available for $699. Students and other educators can preorder either
model with a $100 discount.
A refreshed MacBook Air was also announced. This more budget
friendly machine has been upgraded to the company's base M5 chip.
Base storage has also been doubled from 256GB to a 512GB. It still
16GB RAM but now sports the same connectivity upgrades as the Pro
models.
Because of the updates, the price of the 13-inch Air is priced at
$1,099, $100 more than the M4 Air model. The 15-inch Air starts at
$1,299.
Studio Display and Studio Display XDR monitors
Apple's deep cut for the week is the announcement of its two 5K
display monitors, the 27-inch Studio Display and Studio Display XDR.
Both 27-inch monitors have 5,120 x 2,880 resolutions, embedded 12MP
Center Stage cameras, six-speaker audio systems, two Thunderbolt 5
ports and two USB-C ports.
The new, and more expensive, XDR model goes a bit further with
mini-LED backlighting, better contrasting and dimming zones, and an
improved 120Hz refresh rate (the standard edition is capped at 60Hz)
— an update Apple gamers and HDR lovers should be pleased by.
The base Studio display is priced at $1,599, while its XDR variant
comes in at a whopping $3,299. Upgrade options are available for
both monitors.
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