Apple Defers Production of New MacBook Air with Retina Display to Second Half of 2018

Apple is unlikely to launch its new cheaper MacBook Air with Retina Display at WWDC 2018. The DigiTimes report claims that Apple has deferred the production of the new MacBook Air from Q2 2018 to the second half of this year.  

The company has not provided its suppliers with a reasoning behind the delay, though some speculate that it is being caused by the processors. Apple will be sourcing processors from Intel for this new MacBook Air. Given the launch timeframe, it is possible that Apple went with Intel’s latest Coffee Lake mobile chips for the model. However, Intel might not have enough chips to supply Apple with at the moment which may have led the latter to push back the release to the second half of the year.

The report also claims that Apple may further reduce the price of this new MacBook Air from $999 to $899 or even $799 which would help push up its sales. The report speculates that an even lower price could help push the sales of the MacBook by another 10 percent.

As per industry observers cited in the report, Apple has also deferred volume production of many of its products including the iPhone, HomePod, and MacBook Air in a bid to adjust its marketing strategy with the changing market conditions.

Our Take

Previous reports have indicated that Apple is working on a new MacBook with Retina Display. And despite the inclusion of a Retina Display, its price tag will start at around $899 or $999 thereby making it among the most affordable MacBooks from the company. However, given the inclusion of a high-resolution display, it is unclear if Apple will launch this new MacBook variant under its Air lineup or not. The MacBook Air lineup is largely considered to be dead by many as they have not received any meaningful upgrades in quite a few years, with Apple only updating the lineup with faster processors last year.

[Via DigiTimes]