JAKARTA - The presence of Apple's new MacBook Neo laptop surprised the personal computer industry, especially Windows-based laptop manufacturers. The device is considered to have a combination of relatively low prices and high quality that competitors did not expect.
CEO of Taiwanese PC manufacturer Asus, S.Y. Hsu, admitted that the launch of the MacBook Neo sparked a big discussion throughout the PC industry ecosystem about how to compete with the product.
In the company's financial report call, Hsu said that Apple has always been known for its premium pricing strategy. Therefore, the emergence of new devices at more affordable prices surprised many laptop manufacturers.
"In the past, Apple's pricing strategy has always been high, so when they released a product that was very budget-friendly, it was definitely a surprise for the entire industry," Hsu said.He added that in fact the industry already knew that Apple was preparing such a device, but did not expect the combination of price and quality that was finally released.
"In fact, across the PC ecosystem, there has been a lot of discussion about how to compete with this product," he continued.Although he acknowledged the pressure from Apple's product, Hsu also emphasized a number of limitations of the MacBook Neo. He highlighted the specifications of the device, which are considered relatively limited, including the RAM capacity of only 8GB and the device design that does not allow users to upgrade components.
According to him, the device is more suitable for content consumption than heavy computing tasks. "This is different from the mainstream notebook use case," he said, referring to the needs of professional users who require higher performance.
Hsu said the long-term impact of the MacBook Neo on the PC industry would still take time to be clearly visible. However, he ensured that Windows-based laptop manufacturers would release new products to compete with Apple's devices.
On the same occasion, Hsu also warned that the shortage of RAM memory supplies is expected to last for the next two years. This condition can force computer manufacturers to review the price of their products after the current inventory of components is exhausted.
Some analysts even predict a surge in memory demand could push retail computer prices up by around 40 percent. Apple is considered a little more protected from the turmoil because it has previously secured long-term supply contracts, although the company is also not completely immune to rising component prices.
This situation creates an interesting dynamic in the global laptop market. If for years Apple was known as a premium player with high prices, now the company is triggering an "efficiency race" in the PC industry.
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