A rescued sea lion is shaking up what scientists thought they knew about rhythm and the brainA nanoscale fabric coating repels stains and microbes using only tap water.
Built to track enemy submarines, the Navy’s underwater listening network inadvertently revealed that whales may be singing across entire oceans.A new evolutionary analysis suggests the behavior appears across many bird groupsThe New York Times described the stunning behavior over 100 years ago.A barn owl’s ability to hunt by hearing alone relies on exquisite variations in the structure of its feathers.Apple’s MacBook Neo appears to be a triumph of strategic disruption that has already cast shock waves across the industry — and that energy is still playing out.
Approximately 55,000 MacBook Neo computers have been sold every day since it was introduced in March, according to IDC data (as first noted by TechCrunch). In fact, it looks as if Apple sold 1.1 million of these Macs in the first 20 days of sale, the analysts said.
There’s no real reason to imagine that level of demand has declined very much.
After all, not only do these Macs continue to dominate Amazon’s US laptop charts, but supply chain rumors claim Apple has doubled its manufacturing orders. “MacBook Neo shipments have come in better than expected, with the 2026 shipment forecast raised from 5 million to 10 million units,” Apple analyst Ming-Chi Kuo said recently.
IDC’s March data may not capture the larger extent of the demand, as IDC analyst Navkendar Singh pointed out that MacBook Neo shipments “began to spike from early April”, which suggests demand has accelerated since then.
MacBook Neo demand exceeded expectations across multiple nations, including in India, where the company shifted 18,000 of them in the opening weeks.
Apple has also instructed processor maker TSMC to manufacture additional A18 processors specifically for its affordable laptop, while earlier speculation has claimed the company has been using ongoing memory price increases as a strategic competitive tool. (The Neo starts at $599, with a pricier model set at $699.)
By expanding the potential customer base for Macs with a lower cost Neo, Apple is aiming a claim at the biggest-selling part of the PC market. And it is doing so even as rapidly increasing component prices force others to choose between higher product prices and profitability, or much-reduced margins in to compete at the same price. levels
That’s a losing battle; competitors for the most part can’t hope to match Apple’s bargaining position when it comes to the cost of components like memory because they don’t have the same scale. That means that even when component costs increase for everybody, Apple pays less, because it orders more.
That scale means that for many component suppliers, it’s Apple’s business that keeps the meat on the table while other customers merely contribute the gravy. So, suppliers are happy to make deals with Apple to secure that main course — to continue the analogy — but are less likely to match those deals for dessert. As such, Apple is expected to be the only laptop vendor to see growth this year.
IDC’s figures confirm Apple’s strategy is working, with strong demand for the Neo, and, indeed, all Apple’s new laptops. At the same time, the researcher predicts overall global PC shipments will decline 11.3% this year, with a painful 20% sales drop envisioned for Q4.
“We’re not seeing any relief to the memory shortage situation before the end of 2027, which means prices will continue to rise and PC manufacturers will struggle to maintain full product portfolios for the foreseeable future,” Jean Philippe Bouchard, vice president of devices and consumers at IDC said in a statement.
“The introduction of the MacBook Neo is putting real pressure on the entire PC ecosystem,” added Jitesh Ubrani, research manager for IDC’s Consumer Devices Trackers.
Competitors are already responding with new devices equipped with ARM-based processors and aggressive promotional pricing. But none truly match what Apple has with MacBook Neo, and all must reach profitable scale to compete long-term.
None have yet done so.
“The MacBook Neo launch stands out as one of Apple’s most strategically important recent Mac releases,” Counterpoint analyst David Naranjo said.
Apple is directly targeting customers that previously saw its products as too expensive. That allows it is also to aggressively build business in parts of the market such as education that tend to be more resilient to economic headwinds. MacBook Neo is also enjoying strong demand across the enterprise.
Both these parts of the market give Apple’s competitors their lunch. “The competitive pressure from the Neo is providing a partial offset to broader price increases, keeping some low-cost notebook options alive,” Ubrani said. “But the overall trajectory for average selling prices (ASPs) is firmly upward. IDC forecasts ASP growth of 17% in 2026, and even as memory capacity expands over the next two years, pricing is unlikely to return to 2025 levels.”
Apple’s control over its processors, along with its strategic approach to component purchasing, means it should be able to maintain its existing Mac price points for a while. “Apple’s vertical integration (own silicon, own OS) gives it more levers than competitors reliant on third-party chips and Microsoft licensing,” Hexnode CEO Apu Pavithran told me recently.
So, while PC makers either exit the market or raise prices in pursuit of profits, MacBook Neo will continue racing off the shelves, particularly to large enterprise and education customers.
The Neo is more than a lower-cost Apple notebook. It’s a hugely disruptive product that is already driving noteworthy change across the PC industry; it’s forcing competitors to make difficult choices between cost and price — even as they grapple with the existential challenges of memory shortages, component price hikes, and raw materials costs.
That’s not bad for a product that costs your local school just $499.
Just a reminder: the original $399 iPod cost only slightly less when it was first introduced, before subsequently disrupting the music industry.
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One way archaeologists learn how ancient people, including Neanderthals, did things is to attempt to do those things themselves, a process called experimental archaeology. Normally, that involves making stone tools, butchering deer, or distilling birch tar. But in a new study, it meant doing very destructive things to teeth from one of the world’s most carefully protected animals.
That's because the archeologists suspected that Neanderthals once used rhino teeth as tools. By using the teeth to make stone tools, the researchers demonstrated that Neanderthals probably did the same thing, adding to what we know about the wide range of items in their toolkits.
Some Neanderthal archaeological sites in Europe and Asia seem to have many more rhinoceros teeth lying around than you’d expect. We know Neanderthals hunted a now-extinct species of rhinoceros in Europe and eastern Asia, but the people who had inhabited these sites looked like they had been collecting rhino teeth for some reason.
© By Bernard DUPONT from FRANCE - White Rhino Skull, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=55453022
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