Apple saved: Apple has relied on the budget segment of consumers
At the presentation of the Special Experience, Apple placed a noticeable emphasis on the budget segment. Among the new products presented are the iPhone 17e, the basic MacBook Air, the iPad Air M4, as well as the MacBook Pro with M5 Pro and M5 Max chips optimized for working with neural networks. The devices will arrive in Russia in the near future: the simplest iPhone 17e will cost from 66 thousand rubles, a record low price for this line, and the MacBook Air — from 130 thousand, which is good news for fans of premium gadgets. What announcements the company decided to save for better times and whether Russian customers will like the "e" series can be found in the Izvestia article.
What was shown at the Apple presentation
On March 4, the American company unveiled new devices, including the iPhone 17e smartphone, updated iPad Air tablets with an M4 chip, as well as MacBook Air and MacBook Pro laptops with M5 processors. Retailers have already opened pre—orders, and sales in Russia are expected to begin in late March or early April, the press service of the Inventive Retail Group told Izvestia.
The most affordable model in the new smartphone series is the iPhone 17e, a simplified version with a basic set of features for users who don't need top—end specs. The price in Russia starts from 65,990 rubles, depending on the configuration and the seller.
iPhone 17e
The iPad Air line has an M4 processor and is available with 11- and 13-inch screens. The base model — iPad Air with Wi‑Fi and 128 GB of memory — will cost from 69,990 rubles.
Apple also revealed its first truly inexpensive laptop, the MacBook Neo. The main feature of the new product is the A18 Pro chip, which is commonly used in the iPhone 16 Pro. The device does not have MagSafe magnetic charging. The price for the cheapest MacBook starts at $599 (approximately 55 thousand rubles) for the version with 8 GB of RAM and 256 GB of storage.
MacBook Neo
The company also introduced new MacBook Air laptops powered by the M5 chip, compact models with increased performance and increased autonomy. The minimum price starts from 129,990 rubles, according to the restore store chain:. In addition, pre-orders are open for professional MacBook Pro laptops with M5 Pro and M5 Max processors. The cost of the most budget—friendly configuration, the 14-inch model on the M5 Pro chip, starts at 249,990.
Studio Display XDR
Two monitors were shown separately — Studio Display and Studio Display XDR. Both are equipped with 27-inch screens with a resolution of 5K and Thunderbolt 5 support. Studio Display received a 12 MP camera and a brightness of up to 600 nits, while Studio Display XDR is equipped with a mini‑LED backlight, supports increased brightness and refresh rate up to 120 Hz.
Who are the new products aimed at?
The situation with the new iPhone models looks ambiguous, says Denis Kuskov, CEO of TelecomDaily. According to him, after the September launch of the iPhone 16e line, there was relatively weak demand — buyers more often chose more expensive modifications.
— The iPhone e series, or the so-called "eshka", is aimed at an audience that wants to purchase Apple devices at a more affordable price. This model has good prospects in terms of further development and sales even in Russia," the expert emphasized.
iPhone 16e
In his opinion, the high interest in Apple technology makes such launches justified, and new devices in the budget segment will be in demand. Previously, the company focused almost exclusively on premium models, but now the product lines are divided into two areas: expensive models come out in the fall, and more affordable ones in the spring. This strategy makes it possible to reach a wider audience, he added.
— "Budget" models expand the audience and bring back users who in recent years have chosen Android because of the prices of flagships. At the same time, the American company retains premium standards — the devices are more likely to belong to the middle price segment," says Nikolai Skarzhinsky, founder of the Department of Esports and CEO of the software development company.
According to him, the price of the iPhone 17e in the region of 65 thousand rubles is becoming a "reasonable compromise" for most buyers, while fans of flagships will still choose the Pro/Max for the sake of the camera, screen and top-end features.
iPhone 17 Pro Max
As a result, the presentation took place without surprises: users did not receive information about the alleged HomePod smart speaker (code J490), information about which leaked online at the end of 2025. In addition, nothing was said about another product codenamed "J229" — it is supposed to be the first intelligent video surveillance system in the company's history, explained IT expert Sergey Pomortsev.
— It is assumed that the HomePod will be a hybrid of a speaker and a tablet with a screen that functions as a home hub. According to rumors, the novelty will receive an A18 processor, a front-facing ultra-wide-angle camera with 1080p resolution and Face ID support. It is expected that the system will be able to recognize users and automatically switch profiles, adapting the interface and functions to a specific person. The device is also credited with supporting Apple Intelligence," he said.
In the near future, the company may introduce a branded surveillance camera for a smart home. It is assumed that it will work as an accessory to the HomePad, and not as an independent device. The camera, according to preliminary information, will receive several sensors, including sensors for recognizing alarm sounds, and will become deeply integrated into Apple's smart home system. It is expected that the device will become part of the HomeKit ecosystem and will be able to interact with other home gadgets of the company.
However, the announcements of these devices did not appear at the March presentation.
Переведено сервисом «Яндекс Переводчик»
