The newly launched MacBook Neo marks a major shift for Apple. Starting at $599, it is the most affordable notebook the company has ever released, and is clearly aimed at students and budget-conscious buyers who usually opt for Windows machines. But there is a specific detail on the notebook’s product page that reveals just how much Apple wants to lure away long-term Windows users.
In the “Get the highlights” section on Apple’s MacBook Neo landing page, the company features a promotional image with the caption “macOS. Easy to use. Runs all your go-to apps. Puts the fun in functional.” This image prominently showcases Microsoft Office apps. Instead of focusing on its own suite of work apps, namely Pages, Numbers, and Keynote, Apple is highlighting Microsoft Word, Excel, and PowerPoint right on the macOS dock. It is a striking visual admission that for many users, Microsoft’s Office suite is indispensable and will likely influence their purchase decision.
The strategy here is not exactly subtle. For many, the biggest hurdle to switching from Windows to Mac has been the apprehension of relearning an operating system and losing access to familiar tools. By placing Microsoft’s office apps front and center in the marketing material, Apple is sending a clear message to potential buyers that they don’t have to change how they work to use a Mac.
A rare opening in Apple’s walled garden
This level of promotion for a competitor’s software is rare for Apple, but it is likely necessary to make the MacBook Neo the roaring success the company needs it to be. To ensure there is zero friction for first-time Mac buyers, Apple is even ready to lower the walls of its infamous walled garden. Interestingly, Microsoft Office is not the only outlier. Apple has also showcased the Meta-owned messaging platform WhatsApp in the image, alongside iCloud competitor Box and workplace essentials like Slack and Canva.
The inclusion of these third-party heavyweights, especially those that compete directly with Apple’s own services, appears to be a calculated move. By giving these apps prime real estate in the marketing material, Apple is acknowledging that it might be better for its bottom line to prioritize user familiarity over its own ecosystem of apps and services. It is a pragmatic move that could be pivotal in helping the MacBook Neo achieve the “Windows killer” status that Apple is probably chasing. It’ll be interesting to see how successfully the company manages that over the coming year.