The global PC market is in decline. IDC forecasts an 11.3% drop in shipments for 2026, with a 20% year-over-year plunge in Q4 driven by memory shortages and a 17% rise in average selling prices. Against this bleak backdrop, Apple launched the MacBook Neo at $599, featuring the A18 Pro chip and 8GB RAM, targeting the sub-$700 notebook segment that accounts for about 75 million units annually, nearly 40% of total notebook volume. According to IDC, the device is "putting real pressure on the entire PC ecosystem," forcing rivals to respond with new silicon and aggressive pricing. The MacBook Neo has driven stronger-than-expected demand and partially offset price increases, keeping affordable options alive. The implication is clear. Apple is gaining share in a segment dominated by Windows and ChromeOS, while the rest of the industry scrambles to catch up.
Developer Center in Berlin
Today, Apple announced Europe's first Apple Developer Center in Berlin's Mitte district. It will offer in-person sessions, workshops, and one-on-one appointments in multiple languages, with dedicated labs staffed by Apple experts. This builds on existing investments like the Swift Student Challenge and 19 Apple Developer Academies worldwide. As Europe faces a potential digital divide highlighted in a recent analysis on the risk of falling behind, the Berlin center signals Apple's commitment to local developers.
Classical music partnership
Apple Music Classical has partnered with London's Wigmore Hall. The Wigmore Hall Live platform relaunches digitally, with four recordings per year produced under an artist-first model where the hall covers costs and passes 100% of royalties to artists. Each release will premiere exclusively on Apple Music Classical for three months. The first release features pianist Boris Giltburg performing Beethoven sonatas. This move strengthens the Apple Music Classical ecosystem and positions it as a go-to destination for classical music. For more details, see the original report on MacRumors.
Sponsored Protocol
