The number of overlapping iPad models and variants, for example, is getting kind of crazy these days.
Now there’s the MacBook Neo and a rumoured new MacBook Ultra in the pipeline. The easy days of “pick standard or pro, select a display size, select RAM & storage” are starting to fade.
The Neo is either easy to recommend or rather easy to not recommend. It has a fixed 8GB of RAM. I think that’s too little for a modern Mac operating on the modern web. Others… disagree. Either way, it might entice some schools and school districts assuming they can volume discounts where 8GB is probably enough and it fills the spot in the Walmart part of the sales channel previously occupied by an 8GB RAM M1 MacBook Air Apple hadn’t sold itself in years.
OTOH, for my development Mac, I have 64GB of RAM. (Though 32GB would probably be fine.)
It isn't the most powerful computer in the world but I never ran into any problems... so it's probably an OK compromise for most people, especially in the world where RAM is scarce because of AI datacenter buildouts.
Mac devices have been able to get away with less RAM (and higher priced upgrades) for well over a decade. During the Intel era, they were the first ones to adopt SSDs as the default option while everyone else still installed spinning rust. That alone provides for way faster swap storage to conceal a relative "lack" of RAM.
And when they went for their own fully integrated stacks of soldered RAM and SSD? Then everything went off the rails - close proximity and no sockets means very low latency for both RAM and persistent storage on one side and on the other side it also allows for much higher bandwidth because of much cleaner signals - remember, even at "measly" hundreds of megahertz you're already in the territory requiring precise PCB design.
On top of that, macOS's scheduler seems to be much, much more efficient and outright better in constrained RAM (and CPU) settings to provide the feeling of "the system is still responding" than either Windows or Linux. The only setting where macOS goes into molasses is when you not just run out of RAM but of free disk space as well.
One of the first things Steve Jobs immediately did after returning to Apple in 1997 was to kill most of Apple's product line-up, which had exploded in his absence.
Too bad he's not around to save them from the same over-segmentation anymore.
- decide on size
- go from your budget
- if still too many SKUs go by features
What features? Thunderbolt, Screen, Apple Pencil, Face ID
Alternatively if you know what features you want, start with that.
If you're struggling to choose which iPad you need then you might want an iPad for the sake of having an iPad (in which case get Air).
Apple's current method is a pricing ladder, make it simple to spend $200+ more than you planned.
MacBook Neo, $599. Great but maybe I want Touch ID & more storage, ok $699. Well at this point now it's "only" $300 to get the air which is much better. Well, now that you're already spending $1000, might as well just do the extra $500 and get the pro..."
Every product lineup is designed that way. It gets you thinking "eh, what's an extra $200" and slowly moves you up until you land at the highest tier.
Now that everything is using the same silicon, it costs Apple very little to maintain all these variants (that are mostly binning), so there's little reason not to.
Don't underestimate how much of a bitch it is to maintain all the separate SKUs. This isn't the old CTO days where you had: 1 chassis, N mainboards for different CPU/GPU combinations, a bunch of SODIMM's of varying capacities, and a couple of different fixed storage drives to toss in.
When any given MBP has 2 CPU/GPU options, multiple memory options, and multiple storage options, with everything being soldered to the board? Honestly, the Neo is the one product in their portable lineup that doesn't cause a massive headache for logistics.
But...even then, Tim Cook is CEO still, and he is a supply chain guy, so you better believe this is top of his list when it comes to their product lineup. You don't increase operational complexity for no reason, because that is where the cost for every product lies for them, it's not just dealing with silicon binning.
Sure... but when looking at sales numbers, HP and Apple are tied by monthly sales volume on Amazon [1], with everyone else being widely behind them. But HP has almost 300 models, Apple much, much less - and Apple can react much, much faster because they almost directly run the production sites and mostly sell themselves, so they can produce an initial run of products and whenever a store or a region runs out of one specific variant, they just tell Foxconn to, say, instead of making a run with black casings they now make a day worth of gray casings, ship that onto a plane and that's it. HP, Dell et al? Their inventory gets distributed by an intricate web of middlemen who all need buffer.
[1] https://laptopmedia.com/highlights/august-2025-best-selling-...
Which is a whole other set of frustrations.
If the Dell product naming team is reading here I have a couple marketing buzzword suggestions: add “elite”, “ultra”, “platinum” or “diamond” to the mix please. Doesn’t “Dell Pro Max Elite Platinum Premium Plus” sound so much more marketable?
I really don't think it would fair better than a less costly M4/M5 Pro, and would probably be just an awful experience to use daily.
> Dell Pro Essential
At least they have a sense of humour
Pro... Essential?! If the sold hotel rooms they'd offer a Deluxe Economy ??
lol