# Apple Breaks the Iconic Product Grid Strategy Apple expands its MacBook lineup to capture budget and ultra-luxury market segments. - **Source:** [Macworld](https://brifing.si/source/5c5245ce-d063-40e0-bd54-48b60cbc761f) - **Published:** 2026-10-29 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/1c6fb694-cc16-4388-9180-4e0dd3068087 ## Abandoning the Jobsian Grid Apple has officially moved away from the simplified two-by-two product grid established by Steve Jobs in 1998. This framework previously categorized offerings into desktop and laptop lines for consumer and professional markets. By breaking this structure, the company aims to address market fringes that were previously ignored by its limited product selection. ## Targeting the Budget Segment In March 2026, Apple introduced the MacBook Neo to capture the sub-$1,000 market segment. Originally priced at $599 and currently retailing at $699, this device serves as an affordable gateway for budget-conscious shoppers. This strategic move directly addresses a demographic that was previously excluded from the Apple ecosystem due to higher entry costs. ## The Ultra-Luxury PROLED XDR The new MacBook Pro with PROLED XDR display targets the ultra-luxury market, with prices starting at $2,899. A fully configured 16-inch model reaches $14,549, significantly higher than the previous $7,199 top-tier price point. This product is specifically designed for professionals who demand premium features and are willing to pay a substantial price premium. ## Hardware Upgrades and Design The new high-end MacBook Pro offers several distinct improvements over previous models. These include an OLED touchscreen display, an enhanced sound system, and a chassis that is approximately one pound lighter. Additionally, the device features a glowing Apple logo, a design element that has returned to the MacBook lineup after ten years. ## Addressing Stagnant Market Share Apple’s decision to diversify its lineup stems from flat Mac market share growth in recent years. Any quarterly sales spikes were consistently offset by subsequent downturns, signaling that the traditional two-tier strategy was no longer sufficient. The company now seeks to aggressively capture customers who were previously sitting on the fence regarding purchases. ## Strategic Product Differentiation The current lineup now consists of the MacBook Neo, MacBook Air, MacBook Pro, and the PROLED XDR model. Each device maintains clear feature separation, ensuring that customers can easily distinguish between the various tiers. This structure replaces the simplicity of the original quadrant with a more complex, yet targeted, approach to consumer needs. ## Evolution of Market Strategy While the original product grid was a testament to simplicity and a core driver of Apple's historical success, it became insufficient for the company's current scale. By expanding the grid, Apple is attempting to leave no wallet unturned, ensuring that every potential customer finds a product that fits their specific financial and technical requirements. ## Future Implications for Apple Breaking the grid represents a fundamental shift in how Apple approaches its hardware business. By filling the gaps at both the budget and ultra-luxury ends of the spectrum, the company is positioning itself for a different kind of success. This strategy prioritizes comprehensive market coverage over the minimalist product philosophy of the past. ## Sources covering this story - https://www.macworld.com/article/3271912/new-macbook-pro-is-apples-first-ultra-luxury-laptop.html — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._