Thursday, March 5, 2026

Now even Apple is worried about affordability

Who's buying the $599 MacBook Neo?
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Today's Agenda

Big Mac, Cheap Mac

Alright. We gotta talk about McDonald's CEO Chris Kempczinski. I've watched him take a mouse-sized bite of the new Big Arch burger at least a dozen times, and now his gaffe has become a gift to the CEOs at Burger King and Wendy's, who've made taste-testing videos in response. But what if we're making fun of the wrong guy here?

Maybe Kempczinski, who cradles his cheeseburger as if it's a precious porcelain doll, is simply ahead of his time:

Before you send me an email about the fallacy of linear extrapolation and the irrationality of 500-ton babies and 2.5 billion Elvis impersonators — I know, I know: It's a jokeBut Moore's Law is a thing!! Cows are a limited commodity! And the idea behind it is genuinely funny: "It is absolutely thrilling to know that I can conceivably live to the time when hamburgers are more expensive than laptops," @hellodonavon wrote in response to the chart on X.

This week, Apple CEO Tim Cook unknowingly brought the world one step closer to that reality when he announced Apple's new $599 MacBook Neo, the least expensive laptop in company history. "Expect its four colorful variants to start gracing college campuses and coffee shops very soon," writes Dave Lee.

The new device puts Apple in direct competition with Google's Chromebook, which has been a mainstay on those same college campuses for almost 15 years. That gap begs the question: Why'd Apple drop this bargain now?

Affordability, for one. "The market for refurbished Apple products is booming," Dave notes. "With belts tightened, what many consumers are saying is that they don't mind using hardware that's a little behind the curve. So now Apple is putting its older hardware into new products: The MacBook Neo runs on the A18 Pro chip first used in 2024's iPhones. That's not a slight — it's a capable chip, but it also means Apple can squeeze the cost savings necessary to bring the Neo into budget territory."

Chip recycling is also convenient for the supply chain. Dave says Apple's assembly line is facing chip shortages through 2027. "AI companies — as has been covered extensively — have sewn up much of the production capacity of the few makers of memory chips in the world." Read the whole thing — and don't wait until 2081 to enjoy a Big Mac!

Brain Games

Great news for anyone embarrassed by their Candy Crush win streak: "Two long-term studies add to a growing body of evidence that people can boost their brain health by doing mentally stimulating activities, such as learning a language, visiting a museum or playing chess. They also show that consciously working to build cognitive resiliency can delay the onset of dementia for years," writes Lisa Jarvis.

In the late 1990s, 2,000 Medicare patients participated in the Advanced Cognitive Training for Independent and Vital Elderly (ACTIVE) trial. They played three computer games, each testing either speed, memory or reasoning. Twenty years later, Lisa says the speed gamers came out victorious: About 25% fewer people in the cohort developed dementia compared with the people who weren't offered the intervention.

A separate study, meanwhile, showed that being mentally stimulated early in life could pay dividends down the road. So, if you do anything today, play a game! Preferably either Bloomberg's Pointed or Alphadots, but I won't blame you if you'd rather play Connections for the free matcha.

Bonus Aging Population Reading: Health care has emerged as the most appealing career option in the job market. But what happens when those openings start drying up? — Conor Sen

Telltale Oil Charts

When you see a US submarine sink an Iranian warship in a matter of seconds, perhaps you think: Hey, maybe the Navy has this thing under control. Not so fast, James Stavridis says: Even if Iran's forces are weakened at sea, "there remains a different, very tricky kind of lethal threat: mines." In the Strait of Hormuz alone, he suspects there are probably more than 5,000 naval mines. "The Iranians can lay them covertly with small boats, diesel submarines and even civilian craft such as the ubiquitous dhows of the Gulf." To destroy them, the US has three to six minesweepers in the area. There's just one small problem: "Minesweeping is a very slow business," James notes. "I have watched US craft, the best in the business, take weeks to clear an exercise minefield of a few hundred mines." So much for a short war.

It's every economist's worst nightmare: Oil prices shoot up and boom — it's 1973 all over again and the government's asking people to ration toilet paper. But Jonathan Levin isn't so sure that standstill traffic in the Strait of Hormuz will lead to a repeat of history: "While the 1970s and 2022 shocks supercharged US inflation, a sustained conflict with Iran would primarily hit the American economy through slower growth," he argues. "Even under a more pessimistic scenario in which oil shoots above $100 a barrel, it seems somewhat odd for investors to bet on tighter-for-longer policy rates."

Further Reading

It was a year that the IRS might want to forget. — Bloomberg Editorial Board

Dubai and its neighbors face a huge dilemma over Iran. — Marc Champion

If Marco Rubio told the truth on Israel, that is bloodcurdling. — Andreas Kluth

China's defense budget is even bigger than you think. — Karishma Vaswani

Trump's Winston Churchill jibe has missed its mark. — Rosa Prince

Javier Milei's insults energize his base. Investors, not so much. — Juan Pablo Spinetto

As wealthy investors come knocking, private credit gets a liquidity lesson. — Paul J. Davies

ICYMI

The ICE queen got iced out of her job.

The White House ballroom is not popular.

Oracle is cutting jobs as data center costs rise.

Kickers

Knitting over nude statues. (h/t Andrea Felsted)

Mercury is on the menu again. (h/t Lara Williams)

Maybe ACOTAR autumn will save us.

Trump's New York golf club has rats.

Storage is the new status symbol.

Notes: Please send cheeseburgers and feedback to Jessica Karl at jkarl9@bloomberg.net.

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