Apple Store Down Ahead of Rumored 'MacBook Neo' Announcement

Apple expected to unveil new lower-cost MacBook model

Published on Mar. 4, 2026

Got story updates? Submit your updates here. ›

Apple's online store has gone down just minutes before the company is expected to announce a new lower-cost MacBook, which may be named the MacBook Neo. This comes after Apple unveiled six new products earlier this week, including an iPhone 17e, updated iPad Air, new MacBook Air and MacBook Pro models, and refreshed Studio Display and Studio Display XDR.

Why it matters

The potential launch of a more affordable MacBook model could expand Apple's laptop lineup and make its computers more accessible to a wider range of consumers. The store outage ahead of a product announcement is a common tactic Apple uses to build anticipation and hype around new releases.

The details

Apple's online store went down just before the company's expected announcement of a new lower-cost MacBook, which may be called the MacBook Neo. This comes after Apple unveiled six new products earlier this week, including an iPhone 17e, updated iPad Air, new MacBook Air and MacBook Pro models, and refreshed Studio Display and Studio Display XDR.

  • Apple's online store went down just minutes before the expected announcement.

The players

Apple

A multinational technology company that designs, develops, and sells consumer electronics, computer software, and online services.

Got photos? Submit your photos here. ›

What’s next

MacRumors will be attending an "Apple Experience" event in New York City at 9:15 a.m. Eastern Time, where the company is expected to officially announce the new MacBook model.

The takeaway

Apple's strategy of taking its online store down ahead of a product announcement is a well-known tactic to build anticipation and hype around new releases. The potential launch of a more affordable MacBook model could expand the company's laptop lineup and make its computers more accessible to a wider range of consumers.