Apple Does Value (Week)

Tim Cook calls it a “big week.” I’d call it Apple’s “budget week.” Or value offensive. Either way, the first week of March 2026 is not about Apple introducing flagship devices. Instead, it is about Apple showing off its operational scale, taking on the value section of the market, and trying to suck up as much profit as it can to keep its multi-trillion dollar valuation intact.

Today Apple announced the iPhone 17e and a new iPad Air with the M4 chip. Tomorrow or Wednesday, we’ll get a low-cost MacBook, an M5 MacBook Air, and updated MacBook Pros.

Apple has decided that $599 is the new floor for a “real” Apple device. Not a hand-me-down, not last year’s leftovers. But a current-generation product with current-generation silicon. This is going to really put a dent in the phones in the pre-owned market.

To illustrate my point, the iPhone 17e gets the A19 chip, iPad Air gets M4, and the rumored budget MacBook will get an A18 Pro. They all get Apple’s own C1X modem and N1 networking chip (or close to it). They’re all designed to live in today’s hyper-connected 5G world. These are today’s parts. Well, up until end of summer, when Apple introduces new models.

For me, the big news will be later this week when Apple announces a new budget laptop. One has to look at the timing of the announcement to really get the bigger picture that the budget MacBook isn’t really about the Mac lineup.

It’s about hitting Microsoft when things are topsy-turvy in the Windows ecosystem, especially at the Windows low end. First, let’s look at it from a rational MBA perspective.

For years, Chromebooks owned the education market because the alternative was a $300 Windows laptop that felt like it was dying the moment you opened it. Apple’s answer was always the iPad, which works well in classrooms but isn’t a laptop.

Now Apple is saying, here’s a real laptop, with a real keyboard, running real macOS in colors you actually want, for roughly the price of a decent Chromebook. The A18 Pro doesn’t need a fan. It doesn’t need a thick chassis. It just works. And it will keep working for years because Apple supports its devices longer than anyone.

Microsoft’s low-end ecosystem is a mess. Copilot+ PCs are confused about what they are. Windows on ARM is still figuring itself out. Intel’s latest mobile chips are power-hungry. The cheap Windows laptops that schools and first-time buyers reach for are worse than they’ve been in years. Apple sees the opening and is walking right through it.

Now here is my read of the situation.

Windows is a mess, thanks to Microsoft’s decision to graft Copilot and other AI nonsense into the operating system. I mean, talk about shooting yourself in the foot. Anyway, that’s a rant for another day.

What strikes me about this week isn’t any single product. It’s the coherent way to mop up profits from the entire phone, tablet, and laptop opportunity. Apple is refreshing its entire “accessible” tier simultaneously. Phone, tablet, laptop, all at the same price point.

We all know, Apple doesn’t do budget. But it’s gotten very good at doing value. This week will be a good test of that theory. And ultimately, how much profit it generates to keep that multi-trillion dollar valuation intact.

March 2, 2026. San Francisco.