I don't really get Macbook Neo

I found out this week that Apple launched a macbook neo. As I understand it they did it to make it a bit more affordable for the public so more people can get a mac.

But what does it exactly add if you look at what Apple already offered? I mean an ipad (pro) kind of can be used as a macbook too with a keyboard (case), the MBA is there if the MBP is a bit overkill. So where does it go and what are the pro's against an ipad with keyboard case and why should someone who wants to replace their MBA go for a Neo?

I love the colors though.