Apple expects a surge of customers at its retail stores this week as it prepares to introduce a slate of new products over several days, and the company has already alerted store teams to get ready for heavier foot traffic and longer hours. The buildup suggests that at least one of the upcoming devices will attract broad consumer interest, especially as Apple spreads announcements from Monday through Wednesday.
The most talked about product is a new lower-cost MacBook that Apple reportedly views as a strong entry point for new users, particularly students and Windows switchers, and internal messaging describes it as a compelling value designed to expand the Mac’s reach in the mainstream laptop market. Retail stores are also preparing dedicated display space for one of the new devices, which signals that Apple expects more than routine upgrade demand.
Bloomberg’s Mark Gurman reported in his Power On newsletter that some retail employees believe preparations are “on par with what happens before the debut of new iPhones in the fall,” and he added that Apple expects “serious pent up demand” for at least one of the new offerings. He also wrote that the lower end MacBook is being described internally as an “incredible value,” with Apple aiming to “drive a serious number of switchers from Windows machines and Chromebooks.”
Lower Cost MacBook Could Lead the Rush
The rumored MacBook will likely use the A18 Pro chip from the iPhone 16 Pro instead of an M-series processor, and it is expected to feature a smaller 12.9-inch display along with standard USB-C ports rather than Thunderbolt. Reports suggest it may start between $599 and $799 in the United States, with education discounts of around $100 for eligible students and teachers.
Based on the A18 Pro platform, the device will likely include:
- 8GB of RAM
- Multiple color options such as yellow, green, blue, or pink
- A design focused on portability and affordability
If Apple prices the MacBook aggressively, it could attract budget buyers, first-time Mac customers, and schools looking for volume purchases, especially as the company positions it against Windows laptops and Chromebooks.
Alongside the MacBook, Apple is also expected to refresh products such as the iPhone 17e, updated iPads, and MacBook Pro and Air models with M5 chips, but the strong retail preparations suggest that the lower-cost MacBook will take center stage this week.
