It's interesting to me that Apple's introductory video for MacBook Neo refers to the product a few times as just “Neo” and not “MacBook Neo” e.g. “Unlock your Neo…” and “Neo comes in four colors.” This is the first time I can think of where Apple talks about a product without its full name. They don’t say “You can use your Pro to edit 8k video” or “Air is impossibly thin and light". Yes “Neo” is a distinct sub-brand but it is also fun, friendly, and personal. Wonder if it was almost "Apple Neo”.