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Opinion: Why I’m not the target for the new ultra-portable MacBook, but most MacBook Air owners are

new-macbook

Mark Gurman nailed it, so there were few surprises for 9to5Mac readers in yesterday’s launch of Apple’s new, ultra-portable 12-inch MacBook. But one thing we didn’t know for sure then was whether the new machine would be a cut-down, entry-level MacBook or a high-spec premium one.

The answer, we now know, is neither–or both. It’s cut-down in some respects, specced-up in others. A lower-spec CPU, but more RAM and SSD storage. A lower-spec GPU, but a higher-res screen. It loses Thunderbolt, but gains USB C. Clever things done with battery space and power-efficiency, but potential gains in battery-life wiped out by the smaller, thinner form-factor.

It makes for a slightly odd positioning in the line-up … 

In particular, it makes the MacBook Air now seem like an odd name, now there’s something even … airier. I was curious to see how Apple would lay out the Mac line-up when the website came back online, and the answer is that it places it at the left-hand side of the laptops, where you might expect the entry-level machine to be found.

lineup

But then Apple doesn’t entirely follow that low-to-high structure within each range anyway, otherwise the Mac mini would be to the left of the Pro.

So we’re left with a somewhat odd mix.

I wondered back in January whether the new machine was going to represent the future of MacBooks: sleeker, almost portless machines relying predominantly on wireless connections to other devices. I concluded then that it probably represented Apple’s vision of the future, but the company wouldn’t be expecting all of us to give up our high-speed wired connections just yet.

So who is this machine aimed at today? Let’s start with who owns the MacBook Air today. I think there are three types of owner, and typical 9to5Mac types are going to be the smallest group.

techies

We’re largely the techies who have made a carefully-considered choice to balance out our needs for power and portability, and have settled on a MacBook Air–almost certainly not a base-model one–as the best fit. In my case, my main machine is my beloved (and heavily upgraded) MacBook Pro 17, but I still want to do some photo and video work on my 11-inch MacBook Air, so I’ve gone for the higher-spec one.

For most techies, the new MacBook is going to be too great a compromise in terms of performance–we’re not going to pay a premium price for a 2015 machine with the power of a 2012 MacBook Air. We also don’t want the hassle of a bunch of dongles to attach our external devices. But I think you and I are relatively irrelevant in terms of numbers.

price

Second, there are the price-sensitive. They need a laptop, want a Mac and the base-model Air is the one they can afford. They have enough money that they can afford a $900 Mac rather than a $400 Windows machine, but it’s a stretch for them. These people are not the market for the premium price of the new MacBook.

well-heeled

Third, we have the well-heeled non-techy buyers who could afford any MacBook in the range but have very undemanding needs. They buy the Air not because it’s cheaper than the Pro but because it does everything they need and they want the sleekest possible form-factor. These people are the market for the new MacBook.

This is the exact subset of people who were the target of the original MacBook Air in 2008.

I don’t know how the numbers break down between the price-sensitive and the well-off, but I’m going to hazard a guess that well-off non-techies are actually the largest of the three groups by some considerable margin. Which means that that majority of current MacBook Air owners are the target market for the new MacBook.

For them, I think it’s going to be a no-brainer. They don’t care about CPU, GPU or ports. They care that it’s sleeker and newer. Plus it gives them a choice of color. If they can afford it, there is–in their eyes–no possible reason to choose the Air over the new MacBook when they next upgrade.

So, while I don’t expect too many 9to5Mac types to buy one, I think there’s little doubt that it’s going to be a massive hit. Am I right? Vote in our poll, and let us know your views in the comments.

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Comments

  1. bobyey - 9 years ago

    Great piece.

  2. I’m just still wondering why this isn’t in the “MacBook Air” lineup? Surely, this bad boy is lighter than the Air. Perhaps they couldn’t copy the Mophie route with their iPhone battery cases and call it the “MacBook Helium.”

    • Sebastian Rasch - 9 years ago

      The MacBook Air might die. The MacBook Air 13” might adapt the design of the new MacBook but keep the i5/i7 processor and connectors. So there would be only MacBooks and MacBook Pros again like it used to be.

      • Steve Grenier - 9 years ago

        Agreed. The new MacBook is a “MacBook Air” without the moniker. Everything about it is similar. Apple has killed and revived the basic “MacBook” line several times. I think it’s back to stay and the Air line will be discontinued. If the standard MacBook is going to be the smallest, thinnest, lightest, MacBook, there is no need for a separate product line.

        I am very curious when we will see a revised MacBook Pro with a similar design style. Took us 4 years after the first Air before we got the revised Pro design. Hopefully it’s faster this time.

        Unrelated, I really hope Apple updates their external keyboard and Magic Trackpad.

      • Sebastian Rasch - 9 years ago

        Yes, in gold and above all space grey! *drool*

      • Vincent Conroy - 9 years ago

        I agree with Steve Grenier. I think eventually Apple will stop classifying their thinnest, lightest notebooks as “Airs” and simply build their entry-level laptops around the idea that they are the thinnest and lightest laptops Apple sells. When you think “MacBook”, you will think, “thin and light.”

        I’m in the first group described: I’ll gladly sacrifice portability for power, and the MacBook Pro is still a wonderfully thin and light device. For people like me, the MacBook Air and this new MacBook really don’t appeal too much.

        But I can certainly see where the appeal lies.

      • Sebastian Rasch - 9 years ago

        The MacBook Air was perfect for me, the new MacBook is a bit too extreme, too weak. That’s why I hope the (hopefully to come) 14” model will be a bit more powerful.

    • Sman Haqq (@Sman_Haqq) - 9 years ago

      This is just a transitionary name. When Apple went with unibody aluminum back in 2008, they unveiled it as the MacBook. That device ultimately became the MacBook Pro. This device will likely end up evolving into a new MacBook Air lineup.

    • Jose Crosa - 9 years ago

      You know what’s lighter than Air? Nothing. Hence, the name.

      • Ben Jennings - 9 years ago

        Many things. How do you think helium filled balloons float for one?

  3. Ian Lowell - 9 years ago

    I couldn’t agree more. While the new macs are beautiful and offer a new style of computing, for us power users its a step down. I don’t mind the USB-C port or the lack of other ports, but the GPU and the other internal factors are a big turnoff. Although it has the beautiful new retina display, I don’t believe you are going to see a ton of power users (designers) going for this computer. You nailed it right on the head, those that want a computer to do basic surfing, or blogging will find this as a great product.

    Thanks for the article!

    • Ben Lovejoy - 9 years ago

      Thanks, Ian.

    • paulywalnuts23 - 9 years ago

      I see this computer being a huge hit with College students…

      • Ian Lowell - 9 years ago

        Agreed. Especially now in schools with airdrop and cloud storage students will have no problem with the lesser ports either.

      • Sebastian Rasch - 9 years ago

        For $1300?

      • Ian Lowell - 9 years ago

        Sebastian, there are many schools that require computers and a lot of students opt for the more powerful retina 13 in mbp. This runs about the same price but has the smaller form factor. Keep in mind, that there is also the education discount (even though it is small), but it is still a great target market

      • Michael Shelton - 9 years ago

        I still think it will be a stretch for them with no innate USB ports for their thumb drives. The $80 adapter accessory is going to be mandatory for almost any user…

      • Ian Lowell - 9 years ago

        But Sandisk has already confirmed a dual sided connector with both USB and USB-C. Along with LaCie announcing a USB-C drive as well

      • So they start making thumb drives with USB-C. Problem solved.

      • J.latham - 9 years ago

        I maybe a more techie school goer but either way, I completely agree. With more and more schools using online dropboxes for assignments, the use of flash drives is becoming smaller. While the performance on the CPU is slower, once you upgrade the memory and storage the 13inch Air is the same price. I can see this easily becoming the “Everyman’s Mac”

  4. scumbolt2014 - 9 years ago

    Great article. Spot on analysis. I feel they comprised the processor only due to size since they removed the fan. I think he fact that it has more batteries than computer components inside will help sway someone that was in the market for a 128gb iPad Air 2 but wants more storage, ram and a little more performance but not anything heavy duty. Plus they are smart to use the same colors as the iPhone so those new users can coordinate with their iPhone the same way as they can with the iPad. I think as this product matures it can be a huge part of Apple’s lineup.

    • Ian Lowell - 9 years ago

      I will be excited to see how this lineup progresses a couple years from now. It could be a great powerhouse.

    • Ben Lovejoy - 9 years ago

      Thanks, SB. Yes, I think fan plus the need to retain battery-life while getting so much thinner were the two drivers for the lower-powered CPU and GPU.

  5. xprmntr - 9 years ago

    I’m thinking the MacBook Air will be phased out slowly over a year or two, and we’ll be left with just the macbook, and MacBook Pro, a cleaner and simplified lineup.

    • Ben Lovejoy - 9 years ago

      Yep, three laptop ranges is too messy. I’m just hoping that doesn’t happen until they beef up the power of the MacBook.

      • Brendon Craig - 9 years ago

        This is exactly what I’mw waiting for. I have a fully spec’d out 2012 13″ MBA. It performs exceptionally well, even almost 3 years later. Yes, I mostly use it for web browsing, email, file transfers, iTunes, etc., but I also do the occasional photoshop sessions. Would this new MacBook handle Photoshop open + other apps (memory intensive multitasking)? Kind of doubtful. I’ll wait to see reviews.

        My last 2007 white MacBook lasted me 5 years (and went strong!). I’m expecting my 2012 MBA to do the same. When it does come time to upgrade, the new MacBook is what I have my eye on. All I want is:

        – Option of more memory: 1TB please! I recognize Apple is pushing the whole iCloud thing, but there are those of us with large music and photo/video libraries.
        – More powerful processing; who knows how fanless-designed processors will advance in the next year or two. Hopefully significantly.
        – TouchID PLEASE! It would be fantastic if Apple made this a product-wide feature, enabling easier unlocking and App purchases (let alone other online purchases).

      • Which is why it’ll take a couple of years when the new rMB is using Skylake’s successor manufactured on a 10nm node.

      • taoprophet420 - 9 years ago

        I’m still hoping they go to 14″ and 16″ on the MacBook Pros. Just hope they don’t try to thin them down or reduce the specs any. I don’t think we the MacBook Pro will get a remodel until after Sklake is released.

    • paulywalnuts23 - 9 years ago

      If this happens I see the price of the Macbook coming down.

      • Sebastian Rasch - 9 years ago

        Definitely.

    • paulywalnuts23 - 9 years ago

      To the price level of the Macbook Air, which I would say will take a year of so before the new components inside the Macbook can be made cheep enough for them to sell it at Macbook Air prices and still have the same profit margins.

    • Sebastian Rasch - 9 years ago

      I think so, too. Hopefully there will be a 14” version with higher performance CPUs (i5/i7) and card reader.

  6. Ilko Sarafski - 9 years ago

    Nice article, Ben! As always actually. My guess here is that in next 12 to 18 months they’ll discontinue Airs simply because they don’t feed anymore in the line up. Or at least it seems odd to me. What they might do is simply leave the new-12 for ones you’ve mentioned – 20ish wealthy students or something like that, and then get to maybe all-new 12 and 14-inch Pros (probably starting next year). Or leave 13/15. It would be a wild guess to go for 14/16 (but why not – 12/14/16?). Oh, I forgot that the 13-inch non-retina is (long) gone. It’s just a matter of time to get rid of that fat boy. :) So in near future they’ll cut the line to just 3 notebooks – new-12, 13/15 Pro. Or something like that would be my call. What do you think, how that sounds to you? All the best! :)

    • Ben Lovejoy - 9 years ago

      Thanks, Ilko. I do think long-term the ranges will merge, but not imminently. 12/14/16 strikes me as likely – though I can’t help thinking we could have a MBP 18 in the same case size as the MBP 17 …

      • paulywalnuts23 - 9 years ago

        Ben, both you and I both know the chances of them making a laptop with screen size over 15 inches is slim to none.

      • Ben Lovejoy - 9 years ago

        Sadly so

      • Ilko Sarafski - 9 years ago

        I know that you are a 17-lover (oh, how wrongly that could have be apprehended), but as Paul said right there is that I don’t think Apple will go for anything higher than 15 (even if I still have some slight hope that they might shrink the 17 MBP to a gorgeous 16). I guess we’ll see a massive rMBP upgrade in 2016. They’ll slim it for sure at some point. With the next-gen CPUs and everything, they’ll nail another ~20% off of the current body.
        Well, whatever, the reallity is that (I think) none of us don’t really care about that 12 “airish” thing since (I guess) none of us will get one in a first place. Let it be and we all are looking forward for the next rMBPs. Since then, lets go get one Watch for 17k and be happy with it. :) :)

      • Ben Lovejoy - 9 years ago

        Yeah, I think 16 inches is likely, and that will have to do next time I upgrade. But with Core i7, 16GB RAM and 2TB SSD, my MBP17 should keep me going for a while.

      • taoprophet420 - 9 years ago

        I think they will release 14″ and 16″ MacBook Pros. I’m still a little surprised that both the 11″ and 13″ Air got upgraded. I thought they would,pick one model to stick with until the price dropped of the 12″ retina model.

        I always thought the Air would be the first Mac with with Apple arm chips. Now I think Apple will do this on the next version of the MacBook or at least a cheaper model when they ditch the 11″ Air.

  7. paulywalnuts23 - 9 years ago

    Like the piece, but your Poll doesn’t show up correctly so I can vote…

  8. So… why nobody is calling this a netbook?

    • rettun1 - 9 years ago

      Netbooks are slow, they have low quality screens, and they run clunky old pc software.

  9. Baruch Sienna - 9 years ago

    Helping my son in college choose the right portable I realized that I could create a three overlapping circle venn diagram to nicely illustrate his options:
    Relatively powerful; Gorgeous screen; Super light
    Pick any two.
    (Sadly nothing exists in the center with all three.)

  10. danielpeters16 - 9 years ago

    Great article Ben, You nailed it! I currently have a MacBook Pro early 2011. Yesterday I ordered the update 13′ MacBook Pro with Retina Display and upgraded it to an i7. The question I pondered yesterday was do I want portability or do I want performance? I think most techies would choose the 13′ rMBP especially if they don’t plan to upgrade in the next year or so.

  11. 89p13 - 9 years ago

    I’m hoping for an upgraded Air – I have the 2011 top of the line 13″ and it still meets my needs (after I upgraded the SSD to the 480GB from OWC) but it is getting a little long in the tooth. I’d like to get one with the faster I7 chip and a Retina or better display, with the “standard” Air ports.

    I may just be daydreaming . . . .

  12. Danny Gomez - 9 years ago

    Honestly, I saw the Keynote yesterday and quickly said “I want that”. But, further thinking about it, I realized that for $100 more, I can just get the 13″ Retina MacBook Pro which is way faster and has a little more battery life. I also find that the Pro is thin enough and pretty easy to carry compared to my 2011 17″ MacBook Pro and my 2012 13″ MacBook Pro. I also have a 2010 13″ MacBook Air and I used to love that portability up until I started buying Pro. I love the design of the new MacBook but, I really don’t care for the specs. I am not at all a spec junkie but, I know what I need for what I do on a computer and 1.1Ghz is basically just web browsing and maybe Email. So, I think its more of a travel computer. Which again, Retina MacBook Pro isn’t that heavy.

    • paulywalnuts23 - 9 years ago

      I think most users think they need more power than they actually will ever use. Look at all the things you can do with an iPad and the processor in those isn’t a Core i5 or i7. I think the draw back for most users at this point is going to be price. With it being the same price as a 13 inch MBP it might hold it back a little. But I currently use a 11 inch MBA for IT work stuff and I am fully confident that the new Macbook could take its place real easy. Just need to wait for the USB-C to ethernet adaptor to come out. Which if Apple doesn’t put one out I am sure someone else will.

  13. Liam Deckham - 9 years ago

    What a well written article! Well done! You hit the issues bang on and presented it very well.

  14. Dan Havens (@dhavens) - 9 years ago

    I must be in the minority I have a MacPro Desktop connect to two 27 monitors for heavy lifting and use a 11 inch MacBook Air for travel. I am am ecstatic with the new direction of the MacBook smaller lighter and a better screen fits on a airline tray table cross-country battery life and a USB based charger. They answered all my issues.

    • Ben Lovejoy - 9 years ago

      You straddle the two markets, I think: techy at home, light user when travelling.

    • Ilko Sarafski - 9 years ago

      That idea or whatever you like to call sounds awesome. And Ben is right – you really straddle the two markets. But yeah, I guess most of the people are more or less the same – powerful home-based PC/whatever and light travel machine which can also do some work.

    • George Crump - 9 years ago

      I agree. That is my exact setup. Three monitors at the office. Just need something to get some writing done on the road, check email, manage my business. A 12″ Macbook with retina was exactly what I wanted. I kept trying to “extend” an iPad with a keyboard etc… And there are times where you just need a real laptop. The MacBook pro gives me that and probably does so in a better form factor than an iPad Air with a keyboard.

  15. Roger Someone (@rgnpx) - 9 years ago

    the truth is: CPUs on notebooks and workstations have been overpowered for daily usage for years. what really made a difference in todays machines are SSDs. i bet most people won’t notice a difference, since usually only bursts of power is needed, which it can do with the turbo mode.

    unless of course you are into video editing or gaming. but then its just obviously the wrong machine.

  16. Josef Kurtz - 9 years ago

    Great article. Question: Any ideas why the 15″ MacBook Pro was not also upgraded?

    • Ben Lovejoy - 9 years ago

      Thanks, Josef. That was indeed odd.

    • taoprophet420 - 9 years ago

      Maybe a 16″ revised model is coming after WWDC. The 15″ updates and revisions have always lagged behind the 13″ model. Most likely it will get the new chips and trackpad in a few months.

      I would love to see a 16″ model, but think we will have to wait for Skylake chips. before that happens.

    • Briar Kit Esme - 9 years ago

      No suitable Broadwell processors.

    • monty72 - 9 years ago

      Because it’s already far too awesome.

  17. Being a person in the 1st category, all I wanted was an Air with a Retina display. Nothing more… :(

    I’ve played with a retina MBP, but compared to the Air it’s rather hefty. So for now I’m sticking with my 2011 MBA, which still handles my work quite nicely (programming IDE, a few browsers, Photoshop and the occasional Windows VM running at the same time).

    The new Macbook is in a good direction about size, weight and display quality but totally off regarding ports. But I guess with Ive’s obsession with all things slim and featherweight, we should have seen this coming. Jony, I find it a lot less elegant to have to carry a dongle in my pocket that will make my laptop “whole”.

    That’s another miss for me that Apple did recently. First was with the Watch, which for me is wrongly specced (retina display on a small screen combined with bad battery life and a very high price tag). I hope this doesn’t develop into a trend for them or soon we’ll be reading articles about Apple’s decline in here…

  18. Joneskind (@Joneskind) - 9 years ago

    I miss the « No MagSafe ? No way ! » one.

    • Ben Lovejoy - 9 years ago

      Yeah, I’m a huge fan of MagSafe too

    • degraevesofie - 9 years ago

      I love MagSafe too. But I also have to admit that since battery life has gotten so good, I rarely charge my laptop while I use it (i.e., I charge it overnight). That makes MagSafe quite a bit less compelling.

      I wouldn’t mind iPhones and iPads also switching to USB-C (so I can have a single charging standard), but I doubt that’s going to happen after Apple claimed that lightning was good for at least a decade.

      • Ben Lovejoy - 9 years ago

        Yep, that’s a good point on MagSafe. My Air is very rarely plugged into power while I’m using it.

  19. 3arcD (@3arcD) - 9 years ago

    It’s well worth the weight. In fact weight is a big factor here when considering portability and longer term neck/shoulder problems (something today’s students may not worry about for another 20-30 years). At 2lbs it is a third less weight than MBP 13″ and the equivalent of a (1lb iPad + a 1lb keyboard cover). OK if you are lucky enough to do serious processing at the desktop and bits of everything else on the move. Better than an iPad though.

  20. halibutwhisperer - 9 years ago

    I’m sure Apple knows damn well what ports are being used by all online macs. That being said, they know damn well that most done connect with wires anymore. Wireless/Mobile is the way. And by the way, I’m still waiting/wanting Touch ID on everything that I own. Phone,pad,remote,mouse, trackpad,the whole shiterie with Touch ID.

  21. Paketstorm (@Paketstorm) - 9 years ago

    Im buying one 100%. We fund apple and reward them by being the ones that buys the first generation of game changing devices. Just like the first Macbook AIr, yes it had some missing ports, but the later generation did not. But if we dont buy the first generation devices they will stop development and taking chances that have made our lifes so much better. Ipod, Iphone, Ipad, Macbook Air, Macbook etc. etc. Other companies just copy what Apple does after they show success. Please do not fund this method, do not buy anything from Samsung, LG, Lenova, and the rest of the Leeches.

  22. As an Air owner I can safely say I am not a target for the new Macbook. Btw, this is a “new” category, replacing the plastic ones and not one replacing the Air, hence they are still selling the Air. A worse battery life, camera and overall performance…no thanks.

  23. Bob Levittan - 9 years ago

    If there was a 15″ model, I might think about it.

  24. I’m drooling over the physical spec of this device. However my current 13″ Air w/i7 and 500GB is worlds faster. I can’t imagine running a couple of VMs on the CoreM. Maybe with a 16GB option. Sadly I will have to wait for a line refresh before I can justify the downgrade. Very disappointing.

    • George Crump - 9 years ago

      Fair points but I don’t think “running a couple of VMs” is the target market for this machine.

  25. Briar Kit Esme - 9 years ago

    Enjoyed the article.

    The new MacBook is an iPad with a keyboard and the ability to run OS X. Perfect for a huge tranche of people. Also a perfect form factor to take an A-class chip in the future.

    Think the current line-up is a mess that will only get sorted out when the Skylake processors are finally released. The next MBPs will get faster SSDs, next-gen RAM, Force Touch trackpads, butterfly keyboards, USB C ports, new form factor, etc. If you want a new MBP and can wait, wait.

  26. rgbfoundry - 9 years ago

    I pray to God that Apple eventually comes to its senses and learns simply that thinner and lighter aren’t always better. Thinness isn’t the measure of success. Suddenly only “Pros” need data ports. Is Johnny Ive leading to a screenless iPhone you keep in your wallet and only access through the iWatch? Will we eventually be forced to use USB-C headphones or only with bluetooth? At this point in the technology timeline, I’d take a few USB ports over thinner and lighter. The innovative battery is only ‘necessary’ because of Ive’s (or Apple’s) obsession with thin.

    Last but not least, cars can create extremely thin animals on the road, but it’s not pretty when everything that makes them work is just hanging off to the side. Apple should be forced to use Macbook imagery that features the (expensive) accessories dangling out of the single port.

  27. dksmidtx - 9 years ago

    I understand the attraction of just one port, but so often you need power and connectivity – which means you will either need a hub, dock, or something like the Android adapters for power/connectivity – all of which could have been handled with two USB-C ports.

  28. ron837192 - 9 years ago

    I would love one of these! I am a serious techie / computer programmer, but I do all of my heavy lifting on my desktop. When I use a laptop, it is usually doing lightweight stuff like email / internet / some simple coding / logging into work through VNC (where all of the programming is done on servers). My daughters also use my laptop for their schoolwork. I’ve never used the ports on my current laptop other than to connect a USB drive or camera card, so the missing ports doesn’t bother me at all.

    But, I currently have a 2012 Macbook Air that really does all I need, so I don’t see myself dropping $1300 just for a lighter machine with a prettier screen. I’ll manage with my current laptop, but when I do buy a new one, it will almost certainly be a successor to the new Macbook.

  29. Fabio Rodrigo Sical - 9 years ago

    Great article. It’s nice to have a good read every now and then on topics such as these, where its very easy to become opinionated and biased. Keep it up Ben.

  30. Good write-up. This is exactly why my wife will be getting a new MacBook (gold) to replace her 2012 MBA and I will keep my 2012 MBP 15″ and wait for an updated Pro laptop with power to run all my Linux VMs, etc that I use for work.

  31. Carlos Ibanez - 9 years ago

    I think you are wrong. Well-heeled are non-techy? That’s nonsense. I am a 9to5Mac reader and I do not fit in any of the categories you mention. I am considering the new machine because of its portability. I have 3 27inch iMacs and one MacPro, I don’t need the new machine for heavy duty stuff. I believe there are many people with stationary machines that want something ultraportable when on the road. I am talking about people that produces content, not consumers of content. Those are just happy with an iPad.

    • Ben Lovejoy - 9 years ago

      It’s indeed possible to straddle two categories. To be honest, if my MacBook Air didn’t get taken on cycle-touring holidays – where it is used for both photo and video work – I might be happy enough with the new MacBook, as the rest of the time it’s used only for writing and Internet.

  32. Makarand Phatak - 9 years ago

    Its very well written and informative article and I totally agree. New Mac’s are not for power users. However I would like to see these features being ported to Macbook Pro sometime in future :)

  33. allygill - 9 years ago

    There are probably a bunch of MBA users like me who won’t be changing – I travel a lot and like the portability of my top spec 2011 13″ MBA but on arrival I tend to be there for a few months at a time – returning home once every few weeks. I have a bundle of Thunderbolt accessories – a Belkin dock at home and a Kanex adapter when I’m away – mainly to connect an array of USB devices and Thunderbolt disks.

    The new machine looks beautiful but losing the Thunderbolt is a deal breaker

  34. uniszuurmond - 9 years ago

    The way I see it. There will be only one line in 2 years, the MacBook. This one will be the entry level, replacing both the 11″ and 13″ Air. Next up will be a beefier Macbook 14″, maybe with one more USB port. It will replace the current 13″ and some of the 15″ Pro. Finally there will be the most powerful and port-rich (but still much stripped down by today’s standards) 16″, which will replace some of the 15″ Pro and win over the 17″ lovers that’s been left in the dark. If introduced in this order, tech will advance enough to not only get better (fanless) processors as they are required by their target markets, but also change the mindset towards less is more when it comes to ports. The real shocker is coming soon when the Mac lineup becomes the reinvention target.

  35. Hasan (@The2ndCityKid) - 9 years ago

    I’m interested to see what most people think about the new MacBook only having one port. Also would like to know what they think of the less capable Intel Core M chip. Lastly does anyone see this basically being a glorified iPad? At what point are the MacBooks going to be wiped out entirely by the iPad because they are becoming more similar as we speak. I hope that does not happen because I like the MacBooks. Have a 2013 MacBook Air myself.

  36. Kemal Bayık - 9 years ago

    Completely -respectfully- disagree. I carry my laptop to and from work (and to some meetings) everyday while I am always sharp suited up (due to work) everyday… Meaning no backpacks but classic bags to carry my kilograms of machinery and my documents during commuting. I’ve been waiting for a two pounder Mac for ages… And trust me, I cared about CPU when you were but (possibly) in kindergarden. (Currently using MBR13 first gen)

  37. George Miller - 9 years ago

    Good article. I have that age old dilemma now – MacBook or rMBP. And here’s my question for all of you – I understand the MacBook processor is retro in terms of oomph, but will it be substantially more powerful than what I currently have in my late 2010 13″ MBA, which is the entry level processor for that machine? If the new MacBook won’t have considerably more power then I need the rMBP. I’m seeing too many spinning beach balls with my old MBA. Thanks.

    • degraevesofie - 9 years ago

      Spinning beach balls are often I/O issues. The new machine can be had with 8GB of RAM and the SSD drive is faster: Both of those are more likely to diminish the spinning beach balls than e.g. getting Core i7 power in there. (However, it may feel laggy in other ways. E.g., although I think we’ll get one, we use Xcode quite a bit, and I suspect build times won’t be great.)

      • George Miller - 9 years ago

        That’s good input. Thanks for taking the time.

  38. allanfromm - 9 years ago

    A 2.03# MacBook may qualify as a PED (personal electronic device) – might depend on which flight attendant you were talking to and you would probably want to have it closed and in a case neatly under your hands during take off but those who travel a lot have a good rationalization for getting the new MacBook.

  39. NP (@NP1946) - 9 years ago

    Great article Ben! Very interesting analysis of the demographics that surround the new MacBook’s potential buyers.

    I would like to add that within the 9to5 readers (or ‘typical 9to5’ as you called them) there are some of us who actually belong to the third group but just happen to be interested in the tech world and new developments and hence we read 9to5 and similar media to be informed.

    In 2010, I purchased a MacBook Pro, choosing it over the MacBook Air because I thought I might benefit from the extra performance some day. That day never came.
    That was the reason why I then upgraded to a 2013 13-inch MacBook Air, which I have used occasionally when my iPad Air 2 is not enough.

    Today, I know I will now upgrade to a new MacBook, since it provides even more portability while still being as efficient for my needs: file management, iTunes, email and ocassional browsing.

    And if there is something I have learned from each iteration of Apple’s gadgets (by personal experience) is that you can never have enough portability. This is why I welcome the new MacBook.

  40. Dave Thornton - 9 years ago

    Jonny, Jonny, Jonny. I’ve got to say I’m disappointed. You haven’t really ticked any boxes for me. You’ve moved further away from Apple’s traditional Mac market, and put move distance between you and the enterprise/corporate market (which I spend my working life in) with the new macbook lineup.

    What have you done with your key design principles? That glowing white apple logo (which you’ll see dotted around any press conference / major event is gone. Yeah, silver, grey and gold are cool, but not for “pros”. I get the need for a thinner (or, perhaps, better) trackpad and keyboard, but looks like the new MB has neither. Plus the fact that a mac was never underspeced, An Intel Core-M? Please…

    Personally, I was hoping for a significant power bump in the top-end MBA or 15″ MBP. A TB display update would have been nice. And don’t get me started on that wasted opportunity that is AppleTV.

    I would say the only good you’ve done recently is the Mac Pro… but again, shame you don’t make a suitable companion display.

    Looks like I’ll be skipping a much needed upgrade until at least the WWDC. I have my fingers crossed for that.

    (Life Long Mac Lover)

    PS. Notice no mention of the watch… yep… ’nuff said.

  41. Bill Kroll - 9 years ago

    I am absolutely all over this thing…. my biggest disappointment on the announcement is that I couldn’t order it immediately. I have a 5k iMac for my heavy lifting, had a rMBP for work on the couch, and have an iPad Air 2 for the couch for lighter work.

    The rMBP was just too big, heavy, hot, and expensive for what I was using it for. I tried the Air and loved it, but I could no longer deal with the non-Retina display with my horrible eyes. I’ve been relegated to attempting to do far more on my iPad than it can reasonably handle…. I need a keyboard, and a more powerful OS for my work.

    This new Macbook gives me the ultra portability I badly desire (weighs a lb more than my iPad), the retina display that I require, and the power of full OS X with excellent keyboard and best ever trackpad. I will be upgrading the proc to the max spec 1.3ghz, but proc is not what I need. The biggest performance issue for most people comes down to having an SSD instead of an HDD and 8gb of ram is perfect for this thing.

    Ports, I could care less. I will get the type c to regular adapter…. and for my ethernet needs I always keep a small wireless bridge in my bag.

  42. Jason Giacco - 9 years ago

    Although it is an aesthetically pleasing machine, I don’t see the point. If you have $1,299 to drop on the MacBook, why wouldn’t you go for the base 13″ Retina MacBook Pro of exact same cost? Is the thickness really that big of a “benefit”. I’d rather suffer lugging around the extra 1lb 7oz for a bigger screen and better performance.

  43. hozaka - 9 years ago

    I’m using a Macbook Pro w/ Retina display (mid 2012). I like this new piece really, plus it provides more colors. Performance is enough for my daily usage.

    So, I’ll buy it.

  44. jimgramze - 9 years ago

    You seem to have left out my category. I need the fully tricked out 2013 iMac on my desk and also need something more portable for at the piano writing a music score (no need for a fancy sampled symphony until a piece is finished), and for mobile OS X around the house and out and about. The iPad is best at some things, for for certain essential-to-me things I need a mobile relatively lightweight OS X as well.

  45. Snow Lepp (@snowlep) - 9 years ago

    Own several Mac’s and personally use a Macbook Pro 13. Never owned a Macbook Air. But seeing the new Macbook and its beauty and minimalism, I am going to buy it even though i think it worth 1099 rather than 1299. But i guess every new invention has its right for a higher margin.

  46. I feel like one day the MacBook Air line will disappear and be replaced by this newer MacBook design/lineup.

    I don’t think they could have called they a MBA because even though it has retina and some other better components, this isn’t equal or better than the current MBA. Had they called it a MBA, people would be upset that Apple stays the same or goes backward. BUT, calling it the MacBook only means the Air lineup is still there…for now. I think once they can beef up the specs of the new MacBook to what the Airs are and beyond, they will remove the MBA line and simply have Macbook and Macbook Pro. The MacBooks will be feather-weights able to do normal, easy things and the MacBook Pros will be the heavyweight machine built to do professional work.

  47. Michelle Marie - 9 years ago

    Does it come in gold?

  48. tinoburkhalter - 9 years ago

    ….really don’t get all the buzz around the “low” specs….

    It’s all about portability and battery life and the question everyone got to ask themself:
    What’s your personal usage on the device you’re going to buy?

    I had several Macbook pro 15″ models since around 5 Years by now….
    I just wanted the power for Video editing and also Virtualisation (parallels)…
    no doubt: Quad-Core All the way….
    Even a 13 macbook pro is too weak due to it’s only offered as dual-core….

    BUT… things changed for me somehow i guess….
    Since I have a pc workstation and also a mac mini late 2012 with SSD Drive and the stronger i7 Quad Core….

    I don’t need any virtualisation anymore on OSX on a portable device,
    i will mainly use it for office, internet surfing and some webdesign stuff.

    Video Editing / Rendering won’t be great on that device sure,
    but i can still pull that off on my Quad Core Mac Mini or PC Workstation,
    there’s no need for me to actually do that “on-the-road”….

    It’s just a great piece of engineering in terms of the form factor, wheight and so i think i will get one.

    The Intel Core M isn’t as bad as some comments reflect here….
    comments like “omg 1,2 Ghz Intel M”…. Check notebookreviews on the processor,
    the stronger model is somewhere in the i3 class…. turboboost gets pretty high.
    It’s really not that bad as you could think of if you read some comments here.

    All people writing “waiting for an i5/i7” on this… well then wait… but don’t wait for apple….
    for god sake wait for Intel on that one!

    If you go into such a thin and especially fanless design, you need a cpu with low tdp and low temperature to make it happen… That’s not the case with any i5/i7 series from intel right now!
    Too much tdp, too much temperature to drive these processors in such a small design the new macbook has…. it’s just not possible in terms of cpu’s, yet.

    Maybe one day it will be the case… But to make this device reality i just think apple
    made the one and only possible choice in terms of available cpu’s by intel.

  49. lyonprivat - 9 years ago

    Well all i need to know is, will it run Photoshop and Illustrator??
    and how effective do you think it will be ? they mentioned some GPU boost??

    please answer me :)

    • Ben Lovejoy - 9 years ago

      It will undoubtedly run them; how well will depend what you are doing. It wouldn’t be my first choice of machine for heavy duty apps like those for sure.

Author

Avatar for Ben Lovejoy Ben Lovejoy

Ben Lovejoy is a British technology writer and EU Editor for 9to5Mac. He’s known for his op-eds and diary pieces, exploring his experience of Apple products over time, for a more rounded review. He also writes fiction, with two technothriller novels, a couple of SF shorts and a rom-com!


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