Apple has long been about simplicity and minimalism. Steve Jobs’ philosophy was effectively that usability trumps choice. Sure, you lose the ability to customize your iPhone or iPad in the way you can an Android device without jailbreaking it, but what you gain in return is a device that is both more reliable and a lot more secure.
Jobs applied that same philosophy to Apple’s product range. When he returned to Apple in 1997, one of the first things he did was to rationalize the company’s product lineup, paring it back to the essentials. In 2008, he proudly told Fortune that “Apple is a $30 billion company, yet we’ve got less than 30 major products.”
Apple has, for the most part, maintained that approach ever since, famously saying ‘no’ to a thousand product ideas for every time it says ‘yes.’ But I still think there’s a little more work to be done in terms of rationalizing the company’s MacBook lineup …
Apple currently offers two MacBooks (both 12-inch, but distinguished by processor and SSD), four MacBook Airs and six MacBook Pros – for a total choice of 12 models. Custom-build options then add further to the options.
(The company also offers eleven different desktop Macs, but I think I’ll leave discussion of those for another day …)
Now, I get that there’s a certain amount of inevitability to this. There are different types of Apple customers, and one size (and spec) doesn’t fit all. But I think the line-up is a little messier than it needs to be – in part due to Apple being a little stingy on specs.
I’ll use the 13-inch MacBook Pro as an example to make my broader point. Apple offers four models there. At the very bottom end, it still offers a single non-Retina model with a spinning metal drive. It’s sufficiently embarrassed about that one that it doesn’t mention it at all on the main MacBook Pro page, and hides it away at the bottom of the ‘buy‘ page – but it’s still there.
Back when the Retina machines were brand new and very expensive, it made sense to hang onto the non-Retina models as a cheaper alternative. Both SSDs and Retina screens were new technologies at the time, and production costs were high. Apple needed to charge a significant premium for them, so kept the ‘classic’ models around for those unable or unwilling to pay the higher price.
But things have changed. I can go on to Amazon right now and pick up a 256GB SSD for around $60. Now sure, Apple is using the very latest (and fastest) PCIe drives, but it is also buying them in the millions. There is no reason these days for Apple to be putting spinning metal drives into any of its machines.
The same applies to Retina screens. Hi-res displays have fallen dramatically in price since then, 4K monitors fast becoming the norm. There’s no reason next time around for Apple to sell any of its Macs with non-Retina displays.
Sure, there will still be those on a budget who still want to enter the Apple world, but that’s what the entry-level MacBook Air is for: a perfectly capable machine at a relatively affordable price. I’ll talk about that shortly.
But even if we look at the next 13-inch MBP up – the bottom of the Retina range – that’s a machine which, frankly, shouldn’t exist. Apple is, in 2016, selling a MacBook Pro with 128GB of storage. Sure, I know other manufacturers do that, but Apple is selling at the premium end of the market, and this is a pro model. No amount of talk about this being the age of cloud storage justifies a professional machine with 128GB on board. It’s the equivalent of the 16GB iPad or iPhone.
Remove both the classic and the 128GB model, and you then have just two 13-inch MacBook Pros: a good, and a better. That, in my mind, is how it should be. There should be no ‘barely adequate’ Mac in Apple’s lineup.
I’m fine, by the way, with ‘best’ requiring a custom machine, as it does now. There should always be an option for those who want the no-expense-spared model that would be overkill for most. I’m less ok with the 13-inch ‘better’ model getting a less powerful processor than the 15-inch model. Just because someone wants a more portable machine doesn’t mean they want a less powerful one.
And of course I’d expect better specs next time around. We should see Skylake processors all-round, and I’d like to see the ‘good’ model get 512GB while the ‘better’ gets 1TB – along with 16GB RAM.
Step up to the 15-inch model, and Apple already takes the two-model approach. There’s no classic, and no 128GB model. The only change I’d like to see here, then, is to step up the specs for both.
There is, though, one other thing I’d love to see with all the MacBook range: take the same approach as the 12-inch MacBook and squeeze an extra diagonal inch of screen size into pretty much the same size casing as now. So that would give us 14- and 16-inch MacBook Pros. Do that, Apple, and I’ll stop going on about reintroducing the 17-inch model.
Which brings us to the MacBook/MacBook Air. I lump these together because, as I’ve argued before, I’m certain the three-pronged MacBook line-up is a temporary affair, and we’ll soon end up with just the MacBook and MacBook Pro.
Right now, Apple can sell that ultra-portable 12-inch MacBook as a premium device, but as production costs fall, that form-factor will replace the MacBook Air. Once that happens, I’d again like to see that ‘good’ and ‘better’ two-model approach, but here I see a bigger gap between the two.
The reason? Because the MacBook Air has always done two very different jobs: acting as the entry-level machine for those on a budget, and the sleekest machine for those who value portability above all else. The MacBook that replaces it needs to do the same.
So I think what we need here is a low-end MacBook hitting the same price-point as the existing entry-level 11-inch MacBook Air, plus a premium model that squeezes in as much power as is compatible with a fanless design. Again because portability and power should not necessarily be an either/or choice.
I think Apple could quite happily lose the 11/12/13-inch choice. The 12-inch MacBook is a good compromise between the two, offering even more compact dimensions than the 11-inch MBA despite the larger screen size.
That, then, would give us an entry-level MacBook replacing the bottom-end 11-inch model, and an ‘executive’ model with as high a spec as possible in the space. Anyone who wants more power than that, or a larger screen size, can then be pointed to the MacBook Pro.
The full range, then, would look like this:
- Entry-level 12-inch MacBook
- Exec-spec 12-inch MacBook
- ‘Good’ 14-inch MacBook Pro
- ‘Better’ 14-inch MacBook Pro (same spec as 16-inch model)
- ‘Good’ 16-inch MacBook Pro
- ‘Better’ 16-inch MacBook Pro
This would halve the range from 12 models to 6, losing the embarrassing models Apple shouldn’t be offering today – and still offering custom-builds for those who want ‘best’ rather than ‘better.’
Do you agree this makes more sense than Apple’s current line-up? Or would you rather stick with what we have now? Take our poll, and please share your thoughts in the comments.
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The suggested lineup here makes too much sense. That’s why I doubt Apple will ever do it.
Sadly I couldn’t agree more. Personally though, from a naming convention standpoint given the 13″ MBA and 13″ MBP are near similar spec, I’d name the 14″ machine rMBA.
Then you’d have:
12″ MacBook
14″ MacBook Air
16″ MacBook Pro
All retina. All SSD.
I would tend to count the lineup differently (and along the lines of how Apple lists their models on the Compare Models page – http://www.apple.com/mac/compare/). Apple offers suggested configurations for each but I don’t see them as different models. I would read it as – 12″ MacBook, 11″ MacBook Air, 13″ MacBook Air, 13″ MacBook Pro, 13″ MacBook Pro w/ Retina and 15″ MacBook Pro w/ Retina for 6. And with your suggestion I see three – 12″ MacBook, 14″ MacBook Pro, and 16″ MacBook Pro for 3.
I like your line up but a sub $1000 Macbook is what has kicked the Apple line up in sales. Its always been price. A $799 Macbook 11″ with 128 and 4gig no Retina is what will draw the parents of small family to an Apple store for a grade or middle school student. It means smaller returns but a longer term commitment to the Apple OS and lifestyle. I switched to a Mac 2 years ago. So did my wife and son. Both are happy with the change but not the price and the model I ask forms what they need t a price ALL can afford.
Yes, Apple needs to have models that are sub-$1000.
That would be the entry-level MacBook, replacing the entry-level MacBook Air.
Yep, totally agree it needs an entry-level machine. At one point, that was $799, today it’s $899 – I’m not sure that making it $999 hurts that much more.
I still say give an entry MacBook A series chips and give the rumored return to macOS naming this summer support for ARM chips. That gets you a $799-$899 model that is under $999 and would also be a great education Mac.
There’s this thing called enterprise. Traveling sales doesn’t need storage.
Enterprise buying in bulk could, like education, spec its own machines. But in an age when sales needs a lot more multimedia materials, like video, I’d be surprised if it had minimal storage needs.
Apple’s head of Worldwide Marketing, Ben Lovejoy.
I have a hard time believing that Apple would be as successful as it is if the passengers were piloting the ship. No matter how good and logical our armchair choices may sound, it will always be outsider thinking with no clue as to what Apple is doing or planning or already knows will and will not work.
I disagree. Ben’s lineup is infinitely more approachable and understandable for the consumer. Apple need to do more agressive pruning like Strve did in 96/97, as Ben referred to.
I feel like it could also be viable – instead of offering two options for the Retina MacBook Pro 15″ – to offer all upgrades as customization. I know that’s not very “Apple,” but it makes sense. For instance, with the 15″ rMBP, the only difference between those two models is the base storage, graphics, and processor. Choosing the more expensive option is the same as choosing higher specs – which is a customization. It’s the same computer. Same for all of them – the form factors are identical in many cases. Perhaps note “popular options,” but I feel like offering one specific computer with all of the options customization better reflects reality. Nothing actually changes, just the interface for selecting the customization. Of course, base models should have higher specs and lower costs, but I think everyone can agree on that! (Except for Apple execs.)
I was thinking the same thing: Macbook, Macbook Pro, iMac (renamed Macintosh), and Mac Pro. One model of each and you select SSD, RAM, Screen Size, Processor, etc.
“Macintosh” names isn’t as marketable.
The only issue with having everything as customisable extras is the retail experience, particularly at places that aren’t Apple stores. It’s easy to customise your model online, but for, say, PC World, only having that approach would be a nightmare. They’d either have to keep all the possible editions of the laptop, which would be impractical, or just the base models, which would be bad for consumers.
The whole process needs simplification, but keeping a ‘base’ and a ‘better’ model of each laptop, with general improvements for ‘better’ but complete customisation available online, is the best option in my opinion.
I think if Apple COULD offer a 12-inch Macbook priced at the entry level (without selling it at cost), they would! But even with Skylake, that’s probably years away. I like the way you rationalize the Pro lineup, though, and Apple could probably do that in <12 mos if they wanted.
No, they wouldn’t. A base 16G iPhone shows us this. They can increase the base to 32G for pennies, but they don’t.
My suspicion is Apple viewed the form-factor transition of the MacBook Air to MacBook as an opportunity for some extra short-term cash, and a way to boost the street cred of the design so it wouldn’t be seen as the ‘cheap’ model later …
Agreed completely. Not saying it’s a bad thing, but lets hope they don’t milk this for too long hampering advancements in their other products in the laptop line.
The new 13″ HP Spectre to me is what the everyday use 13″ and 15″ MacBook Air should be. It’s thinner then the MacBook,has 3 USB-C ports(2 support ThunderBolt) and it has Skylake i5 and i7 chips.
I will stick to my guns and say Apple should keep the MacBook and have it has a ultraportable, Air as everyday laptop that features aa design close to what the new Spectre is. Then keep the Pro for prosumers and creatives.
12″ MacBook A Series $899 education model
12″ MacBook $1099
13″ MacBook Air $1199
15″ MacBook Air $1499
14″ MacBook Pro $1399
16″ MacBook Pro $1599
Both the MacBooks with one configuration
MacBook Air with 2 configurations. I3 model with lower capacity SSD and ram and i5 model with higher capacity SSD and ram
MacBook Pro 14″ with 2 configurations. i5 with lower capacity SSD and and ram and i7 with higher capacity.
MacBook 16″ with 2 configurations. I7 and Xeon models with same differences as above.
Partially, but more importantly they didn’t want a massive sale do the product because it is a test vehicle for USB-C and arm chips in the future and it is still a thing in development. It will definitely replace MacBook Air though in the future. But with new chip and new OS X.
I would tend to count the lineup differently (and along the lines of how Apple lists their models on the Compare Models page). Apple offers suggested configurations for each but I don’t see them as different models. I would read it as – 12″ MacBook, 11″ MacBook Air, 13″ MacBook Air, 13″ MacBook Pro, 13″ MacBook Pro w/ Retina and 15″ MacBook Pro w/ Retina for 6. And with your suggestion I see three – 12″ MacBook, 14″ MacBook Pro, and 16″ MacBook Pro for 3.
We can go from MacBook and MacBook Air to just one of them but I’m not sure which of them should die.
The MacBook Air is cheaper, has the normal keyboard, is faster and way more connectors. The MacBook has the retina display, is fanless and is way lighter.
So what I want is a portable notebook with a reasonable large screen (14 inch) in the dimensions of the 13 inch MBA. It should have the normal keyboard, retina display, fanless, as many connectors as the MBA.
This would be the notebook for me. I need the best of both worlds. Yes, right the MacBook SE ;-) Just kidding. I don’t really care if the lineup has more or less to offer. Just the machine described above should be part of the lineup.
I’m with you… I don’t get how anyone who uses a laptop for moderately intensive, but non-pro tasks would want the mobile processor and limited capacity of the MacBook, and not a more competent Air but with a Retina display. That is the single option I’m holding out for when they introduce new SKU’s to upgrade my 2008 MBP – a Retina Air. That to me is the perfect Goldilocks of screen, processor, ports, keyboard, weight, and longevity. I don’t want un underpowered blade with a pretty screen (MB), or a heavier desktop “replacement” (MBP). I want that sweet spot in the middle.
The 13″ MBA is near everything I need—currently own one. What I’d like: lighter, faster, Retina (14″, thinner bezels). This probably equates to thinner, with a key-travel equal to Magic Keyboard. I’d be find with that.
What I would not be fine with however is a drop is battery life: the 13″ gets super battery life, but I’d like is an even higher battery life rating. Something akin to iPad bettery life, which eclipses MBA 13″. Another area when MBA battery life falls short is during processing. A Handbreak conversion affects battery life more than I would like.
So more efficient and faster and lighter with Retuna. That’s what I want.
Yeah, personally I’m fine with ‘classic’ MacBook thickness if it’s used for more battery. Real-life MBA/MBP battery life (ie. near-full brightness, hibernated/woken multiple times in the day) is about half the claimed life. I’d love a genuine all-day battery-life. The iPad delivers it, I really wish MacBooks did too.
The 13″ MBA is near everything I need—currently own one. What I’d like: lighter, faster, Retina (14″, thinner bezels). This probably equates to thinner, with a key-travel equal to Magic Keyboard. I’d be find with that.
What I would not be fine with however is a drop is battery life: the 13″ gets super battery life, but I’d like is an even higher battery life rating. Something akin to iPad bettery life, which eclipses MBA 13″. Another area when MBA battery life falls short is during processing. A Handbreak conversion affects battery life more than I would like.
So more efficient and faster and lighter with Retina. That’s what I want.
The area that Apple needs to go after is the high end professional market, as well as having sub $1000 models. The problem with the larger 16 or 17inch screens is that when you get to the higher “RETINA” type panels with a 16 or 17 screen, they are very expensive panels, and they need a much larger battery to get the higher life span. The Windows laptops that have these larger screens with high resolution are expensive, but worse is they are much thicker, and heavier and they still get crappy battery life. I think Apple does need to offer 16GB and 32GB of RAM, and yeah, I think they do have to offer a 16inch or 17inch model, but unfortunately it’s getting long battery life and making them thin is where there is a problem, plus with Apple’s margins, they would probably push the MSRP to more like $4000 to $5000K. Only the real serious professionals can afford those.
I know Apple gets a lot of flack for not catering as much to the Professional video/graphics crowd as much as they used to, it’s a shame to lose that market.
I’m a serious professional who wants a 17″ MacBook Pro Retina.
The “hidden” models are for the education market whose price/spec needs are very different than consumer/pro breakdowns.
I’d be fine with an education-specific range – no need for consumers to even see those.
the problem is: apple doesn’t care what we want …
I would want an MACBOOK SE in the old unibody shell .., RAM and SSD easily replaceable…,
I wouldn’t want to see them increase the screen size in the existing body. I’d much rather have even smaller bodies with the same screen size. But then again, I’m using a 15 inch MacBook Pro, so…
Here’s what you propose:
Model1=$1
Model2=$2
Model3=$3
Model4=$4
Model5=$5
Model6=$6
Here’s what Apple sees:
Model.5=$1
Model1=$2
Model1.5=$3
Model2=$4
Model2.5=$5
Model3=$6
Model3.5=$7
Model4=$8
Model4.5=$9
Model5=$10
Model5.5=$11
Model6=$12
By introducing lower speced models, they can take the normal model and increase its price. They can now justify Model1 costing more, because it’s better then Model.5 (which shouldn’t exist).
Heh, I wish I could disagree …
The current lineup seems merely transitional and will likely simplify significantly as component prices drop.
I’ve been hearing that for a long while now.
They say it is a post-PC era, and devices like desktops and notebooks are considered the “trucks” of computing. For that reason, I see (long term), Apple will reduce the lineup of their “trucks” to Macs, iMacs, and MacBooks. They will eventually get rid of the Air and Pro monicker and only use on the iOS side.
I see a line up on 12″ and 15″ MacBooks with customizable specs that range from entry-level to pro-level. Two screen-sized iMacs with the same spec customization. And the “trash can” Macs with an entry-level spec comparable to the Mac-minis. They would get rid of the Macbook Airs, the Macbook Pros, and the Mac minis.
I see three screen sizes for iPad Airs and iPad Pros. And I see them getting rid of iPods altogether.
Overpriced IOS device that Tim Could call it pro…lol I rather having a overpriced OSX machine
I’d even get rid of the 14 inches models. But I think 12 is a tad too small, so I’d go with a 13 inches and 16 inches models. And it misses the “middle” option so dear to Apple, and that I often end-up buying. It’s the “better than the less expensive, but almost as powerful as the most expensive one” model. And it also needs a “give me the most expensive” model for those lucky customers for whom money is not a concern.
Problem is I want neither a 13″ or a 16″. 12, 14 and 16 makes far more sense.
It’s a nobrainer but 512GB minimum is not gonna happen and I still think the new Pro will have the Air formfactor.
Yes, I think the Pro will take the wedge shape of the Air, though won’t get quite as sleek.
I think the pro will take the shape of the 12″ MacBook…though won’t get quite as sleek.
Been and I have already had this discussion that the 12″ MacBook will be a reference device that Apple takes design cues from on the other laptops like they did with the original Air. I just think the MacBook should become the entry model and Air back to the mid tier for every day usage and the Pro to get more Pro
I think most of the Apple product lineups have gone the same way of the Macbook one. It’s all a confusing mess.
I think they need to simplify the lineups, maybe follow a rule of three. An easy way of differentiating most of their product categories.
3 iPhone models; iPhone mini, iPhone and iPhone Plus(or Pro). Three storage capaciites (32GB, 64GB, 128GB), three colours; black white, gold.
Same goes for the iPad, mini, standard and the plus (or Pro). Maybe up the storage prices (64, 128, 256). And three colours.
Then for Macbooks; Macbook Air, Macbook and Macbook Pro. All different designs. 3 screen sizes (12″, 14″, 16″) and three colours. Maybe then offer three different versions (e.g. 256GB storage w/ 8GB, 512 w/ 8GB and 1TB wit 16GB). Obviosuly the air would have to be lighter and cheaper than the standard Macbook. It makes more sense this way.
Probably the most interesting comment on this discussion. Disagree the Air needs to be lighter. Love most of your lineup simplification suggestions. Your thinking is a lot like mine. 4 colours is fine, it’s nice to have that other colour option, especially for women. I found the rose-gold SE ‘too pink’ for my tastes, but I’d imagine many women would love it.
I also agree regarding iPhone. iPhone 7 should thin-out those curved edges, narrow those bezels and should be available in three sizes 4.2″ mini, 4.7″ 7, and 5.5″ Pro. The plus model should be renamed pro. Especially if they beef up the camera to a much greater degree.
Your hard drives sizes all-round make perfect sense too.
Must be an Irish think that we think alike haha. Yeah I agree about the colours, just for simplification I mentioned the three. I know it wouldn’t generally be well received if they dropped rose gold as it’s a popular choice.
The less skus the better.
Though I was a big fan of Steve’s “good, better, best” model. It was kind of revolutionary to extend it across its product lineup.
Apple’s product line up, or lack thereof, is driven by one thing and one thing only. Profits, more specifically…profit margins. That is why their line up might look a little screwed up from time to time especially given various hardware refresh cycles.
When you take a poll like this, you are asking users “should Apple give up some of its profits to better serve its users?” I am guessing most will say “Yes.” And it’s not that I disagree, it is just that at this point Apple has definitively established what it’s motivating factors are and I would be shocked if that changed.
Generally, I agree. I think Apple needs to simplify most of its lineups. There are, as you said, 11 MacBook models, 11 desktop models, and 4 different iPad models. Thankfully, they’ve simplified their iPhone lineup down to 3 models, but the rule of two works fine across the board here. You can argue that giving more options helps the company justify the various price points, but you could also argue that having so many decisions to make renders the customer unable to commit to ANY of them because they don’t fully understand the differences. Most customers will not notice a difference between the various speeds of processors or the extra punch of RAM. While it’s nice to customize these for tech-heads like myself, it’s not essential to the “average Joe” just looking to enter the Apple market.
I’m not sure I agree with the “extra inch” theory, as Apple has already established the sizes its customers are comfortable using. Are we really going to notice an extra inch of space, anyway?
But a good philosophy, nonetheless.
I agree a lot, Apple has always been the company that is know to be customer friendly. By simplifying options and being able to show what the best model fits every person needs maybe they will be able to make people buy computers again (which they have been slowly losing market to tablets these last years)
I know they won’t do it, but the way I picture it is
Rename the Current Macbook to Macbook Air and discontinue old Macbook Air, create a 14″ Macbook to replace 13″ Macbook Pro. Keep it roughly the same size but less bezel. Then have a 16″ Macbook Pro…same size as 15″ but less bezel…so it would look like this
Macbook Air 12″ (Rename Macbook, kill current Macbook Air. Have a low and high end model)
Macbook 14″ (Essentially would replace todays 13″ Pro. Again have a low and high end model)
Macbook Pro 16″ (Same footprint and size roughly as todays 15″ but less bezel. Again low end model with comparable Iris Pro Graphics and a model with dedicated graphics.)
I wish they would go back to this naming scheme…even though it would confuse a lot of people for a few years.
Though I’d personally agree with the line-up, it feels to me like Ben (author of the article) is going on guts rather than evidence. There is no data to suggest this new line-up would make as much business sense as it does common sense. I think it’s perhaps primitive to think that this line-up would suffice to serve the needs of the vast majority of prospective Mac customers. There’s a list of reasons why these models are the ones being produced, packaged, shipped, inventoried, promoted, supported, etc. etc. They all have an effect on both the front-end and back-end of the Apple experience and I’d take the work of a few hundred staffers and executives combined over Ben’s intuition on this one :)
But yea, I do personally tend towards simplicity over complexity in a product line-up, I just think there’s likely a lot more to this that isn’t being discussed in this article. In the end there are a LOT of Mac customers. A lot. In the end, there’s probably very good reasons why Apple decided they would be offering 11 models as opposed to any other number and I’d be willing to bet that decision was data-driven.
I’ll tell you from a developer perspective, it’s much easier to add features than get rid of features that are no longer useful. With hardware, it’s easier to add models than get rid of models that are no longer useful. That’s why it was a big deal to kill the iPod Mini when it was a huge seller. They replaced it with something better, the iPod Nano.
Just like feature creep. I think a lot of people see the current situation as model creep. It’s just time for some cleaning up.
Yes, I too would like to see a 16″ MBP with the same footprint as todays 15″. This year I’m upgrading from my 13″ rMBP. I need power and screen size for photography and videography use cases while still being mobile.
– Similarly to 128GB MBPs, Apple sells 16GB iPhones. Another penny-saving choice that makes them lose face
– About 14 or 16 inch screens: either that, or shrink the respective laptops. I think I’d probably prefer it your way, however. The signs of growing older… :/
– About the MBA… I love this laptop. If it had a Retina display, it would be the perfect laptop (in my opinion). It strikes the right balance between portability and power. The MacBook Retina is too underpowered and port-limited (for my needs at least) and the rMBP is bordering on heavy – compared to the MBA, at least. I speak as a former owner of a MBA13 and a current owner of a rMBP13.
– About the cost of the rMB coming to MBA levels without it remaining a slouch: I agree completely. Anything non-retina has to go.
– About screen sizes … again I agree with you completely.
Final word: if this summer I see a new rMBP with a 14″ screen, the physical dimensions, weight and ports of the MBA13 and performance like we’d expect, I’ll be a VERY VERY happy man. It’s a no-brainer that we’re expecting usb-c to replace Thunderbolt and probably MagSafe. Given that I have two Thunderbolt displays, I won’t be particularly happy about it, but it’s the logical evolution of things I guess :/
Take an axe to the Mac lineup, especially the Airs, simplify, beef up a few specs, and eat further away at Windows machines.
I need 32gb of ram.
32GB RAM is MUST like 32GB storage in iPhone
I think you only need 2 models of MacBook Pro and 1 model of MacBook. The whole problem is that the storage and memory are soldered in. If they went back to expandable storage and memory we’d be down to 3 models. Non-retina is a legacy they can drop.
‘Good’ 12-inch MacBook
‘Better’ 12-inch MacBook
‘Good’ 14-inch MacBook
‘Better’ 14-inch MacBook
‘Good’ 14-inch MacBook Pro
‘Better’ 14-inch MacBook Pro (same spec as 16-inch model)
‘Good’ 16-inch MacBook Pro
‘Better’ 16-inch MacBook Pro
Both MacBook Pros 14″ and 16″ with quad core processors and iris pro graphics at a minimum.
Pro models would look like the non-pro models however thicker for the added internals and battery capacity.
I would love to see the trackpad support the apple pencil.
Why not just have 12″ and 15″?
Good article Ben. Interesting.
But I tink Apple kept the 13 inch Macbook bon retina in the line-up so people who stikl need an optical drive have this option. There is still a 250€ price difference but I genuinely think Apple kept the 13inch non-retina MBP in the line-up so they still have a notebook with an optical drive. Kept-past tense because I think Apple will ditch it this year.
And I also hope they will drop the price 100€ because 1450€ is still too expensive for what you get.
When can we talk Mac Mini Pro?
I was originally going to cover desktop machines too, but the piece was growing too long even by my standards! I’ll do that another time …
With Intel adopting a 3 year cycle for its chips and giving up on its tick tock upgrade cycle I wonder how many Macs will get Apple designed chips. I think the MacBook and some of the entry level Macs will get Apple designed chips and some will be ARM.
I hope the rumors of OS X going back to the macOS name are true and that Apple adds support for ARM chips. OS X is 15 years old now and is time for the next version and rethinking of the OS.
You hit it out of the park, @BenLovejoy! Apple ought to hire you.
Macbook form factors are driven by Intel.
I think Apple could reduce the lineup to 3 models, whether they call it Macbook 12 / 14 / 16 or Macbook mini / Air / Pro. The 3 models would correspond to CPU power of 4.5, 15 and 45 watts.
Do the following to the 12″ MacBook and it will sell (it is not currently, only seen ONE in public since it was launched):
1. Add a second USB-C port on the other side.
2. Add an SD or micro card slot
3. Double the keystroke depth on the awful keyboard like that of the previous gen MBPs
4. Consider a touch screen if you dare!
5. Speedier GPU
Only $2999! 😜
My most recent MacBook purchase was the “unmentionable” 13″ non-Retina MacBook Pro. Why? I can upgrade the RAM and the hard drive myself and it has a built in CD/DVD drive, which I find convenient. I could even replace the battery myself when it goes out of warranty and needs a new one. I’d like to see Apple move this machine to a Retina display and drive on. It’s a workhorse. All of the other offerings are crippled or limited in some odd way or the other that didn’t line up with my needs. None of them were tempting in any way. They need a 15″ version of this machine also.
I sympathise entirely – it’s why my main Mac is still a Late-2011 17-inch MBP, which I’ve upgraded heavily. I initially upgraded the RAM to 16GB, removed the optical drive and put in 2 x 1TB hard drives – then later swapped out the hard drive for SSDs. But I’m fully resigned to the fact that the days of upgradeable MacBooks are gone: mass-market consumers value sleekness over upgradability.
Same here – 2008 MBP 15″, ditched the DVD a few years back, moved the HDD over and installed an SSD. Maxed out at 6GB RAM, and everything was fine really until El Capitan. Once it’s booted, it’s fine, but it’s showing its age, and definitely its weight. But the fact that I got almost 8 years out of it is a testament to its upgradability.
I see the Mac’s like the ThinkPad’s… fantastic hardware that is well worth the investment. I still have a 12 y/o TP that can run XP just fine. Sure, it’s hardly a current OS, but it does the job with the hardware it has, and I just swapped out the drive for one I installed Lubuntu on, which is even faster. As long as Apple keeps making hardware that lasts a long time, and software that doesn’t obsolete something in two years, I’ll keep investing in them.
I agree with this post, but where are the “real” pro machines ? With 32 GB of RAM and Nvidia Quadro mobile chips ? For serious work / CAD / simulation ? Apple should offer a configuration with these specs to compete with Lenovo P Series mobile workstation.
Yep, would be great to see really high-end custom-build machines – but given the way the Mac Pro has sat largely unloved, I’m not optimistic, sadly.
I agree except you’re missing the one I’ve been waiting for, which is a high-end 14″ ultraportable with retina display.
•Entry-level 12-inch MacBook
•Exec-spec 12-inch MacBook
•’Good’ 14-inch MacBook
•’Better’ 14-inch MacBook
•‘Good’ 14-inch MacBook Pro
•‘Better’ 14-inch MacBook Pro (same spec as 16-inch model)
•‘Good’ 16-inch MacBook Pro
•‘Better’ 16-inch MacBook Pro
I suspect the next-gen MBP is going to be sufficiently sleek to negate the need for a separate 14-inch MacBook.
The actual line up is really confusing. Not me, but many people who are asking me: “What is the best for me?”
Your lineup is really good. Slim and simple.
I think a 12″ MacBook for 999,00 € as an entry device would be great.
Also the “better one” 14″ MacBook with the same specs as the 16″ “better one” would be great.
Two years ago, I bought a 15″ MacBook with the best specs. I paid about 3.000,00€. But if I had the chance to choose the same specs in 13″ I would buy this.
I don’t think it’s right for the MacBook Air to go away. It has considerably better performance than the MacBook, while certainly not reaching the MacBook Pro. It’s more portable than the MacBook Pro (noticeably), but not as portable as the MacBook. It’s battery life puts shame to both of them. It has the ports the MacBook doesn’t have. I think that people will continue to buy it for its battery life, especially when combined with it’s portability (versus the MacBook Pro), performance & ports (versus the MacBook). I personally know at least one person who’s recently bought the MacBook Air for it’s significantly greater performance and battery life over the MacBook (my business partner), as well as ports. There are definitely others, though.
Hence, I think the 13″ MacBook Air needs to be updated with a Retina display (etc), and the MacBook needs to switch places with the Air in terms of price, and the 11″ Air needs to go. In that way, the MacBook will be the cheaper, portable, consumer alternative with less performance, the Pro will be the more expensive, less portable (but still portable, of course), quite powerful “Pro” alternative, and the Air will be somewhere in between for those who want good performance, amazing battery life, and still great portability.
I suppose if the MacBook Pro and MacBook were both updated with longer battery life (matching or exceeding the Air) and the MacBook were made less expensive but also with better performance (at least available), matching the Air, and maybe another USB-C port (appropriate for not being a “Pro”), then that would likely be more acceptable.
Other than that, I wholeheartedly agree with all your suggestions.
Also, I do completely believe that different people would purchase these 3 computers if they’re setup as I said, as there are different markets and customers for each. Students and home users would buy the MacBook, people who work would probably get this MacBook Air, and professional users who place high demand on their computers would get this MacBook Pro. It would certainly work…kind of like how it is now, just with the MacBook Air being updated and the price for the MacBook Air and MacBook being appropriate.
You can’t have 45w processors (15-inch models) put into the 13-inch models which use 25w processors without significantly destroying battery life.
Each generation is more power-efficient, though, so I suspect it will balance out.
I would pay the premium for a 17″ Retina MacBook Pro. The 15″ with an appropriate desktop size makes the pixels far too small for middle-aged eyes. Not sure how the 16″ would compare, but it could be an alternative.
I’d pay a LOT for a new 17-inch MBP (that could be an 18-inch now, in the same casing), but I think a 16-inch one is our best hope now.
The lineup is great but i still see a place for a 14 inch macbook, like the current 13 macbook air
I see a significant difference between trying to make an entry level laptop and a premium portable first laptop. The Macbook is that portable first computer right now. Many sacrifices were made to make it thin (ports, keyboard travel and CPU power). Not that many people will value portability that highly to pay a premium and make sacrifices for it. The Pro version is going to either not be Pro or is going to increasingly be overkill for many people as well.
So I see three lines:
Entry consumer – Save money, but sacrifice power and weight
Portable first – Save weight, but sacrifice power and costs more
Power first – Get power, but sacrifice weight and costs more
The naming Apple is using doesn’t work well with the three lines I see. But I don’t see how Apple avoids the reality that there are three broad groups of buyers.
The problem is that the MacBook is underpowered, almost non-expandable and $1000 too expensive for an entry level product.
Yes, but… no, we don’t need 14 and 16″ laptops. Want a huge screen? Get a desktop or an external monitor. What I’d do is this:
When the Macbook can replace the Air line, do what you suggest and have one 12″ model with enough spec range that you can claim it as an entry level machine and an exec machine.
Pro-ify the Macbook and make the small Pro 12″ but with Pro features similar to the way the 13″ Pro is positioned regarding the 13″ Air. Keep the 15″ Pro. Ignore the 17″ whines. Seriously people, the thing is meant to be portable, not an anchor.
I find airlines get sniffy with me when I set up the 27-inch Thunderbolt Display at my seat. You wouldn’t believe how much the guy next to me went on about it.
“we don’t need 14 and 16″ laptops. Want a huge screen? Get a desktop or an external monitor”
The whole idea is that a bigger screen would fit into the same casing, with a reduced bezel, or at worst a *slightly* larger casing. The laptop would be the same, but with extra screen – I don’t know how that could be a bad thing.
When you get into your 40’s, you’ll learn that a 15″ MacBook Pro with the More Space option (1920×1200 points) renders far too small, and that resolution is pretty much required for my work so I don’t have to scroll around or switch between windows all the time. A modern 17″ MacBook Pro is the only alternative. If you’re only reading email, I agree that a 17″ MacBook Pro might be too much for you, but as a software developer, I do far more than just read email.
I do think they need to get rid of the macbook air… and then reduce the price of the macbook BUT the macbook needs 2 usb-c … they should have a core m option (with the option to increase memory and hard drive) and an icore option.
as for macbook pro — 13″ is a good size… although i would love to see a smaller form factor (shave off the edges)
15″ is also a decent size — i know some people liked the 17″, but that was a beast…lol… 16″ i think would please some of those people but possibly push some people over who prefer 15″
My ideal lineup would be:
1. Budget – MacBook Air 11″
2. Entry Level – MacBook Retina 12″
3. Mid Level – MacBook Pro Retina 13″
4. High Level – MacBook Pro Retina 15″
I would even remove non-retina MBP Air out of this list, but I think we would still require this to bring people into Mac ecosystem.
Personally, with all the high resolution light weight Windows laptops out there, I think the present Air line is an embarrassment (though the 13 inch should be kept around for cheapskates).
I think Apple should continue to offer a thin/light line up and a pro lineup. I think there should be two screen sizes in each line.
The MacBook 12 would be the smaller of the thin/light line with multiple USB-C ports. The line should be filled out with a 14 inch Macbook which is thinner and lighter than the current 13 inch Air and with even more USB-C ports.
There would then be a Pro line in large and small screens. I agree that 14 inch and 16 inch sounds great in similar footprint cases that are thinner. These retina displays would have a higher resolution than the Macbook line, consistent with professional use. With the larger screen size, Apple could begin to wean itself from its addiction to overly large bezels (think Titanium MacBook for thin bezels). The Pro machines would have more than just USB-C ports and discrete graphics.
And, I completely agree that Apple needs twice the storage at every price point and a 2TB option available for every machine in the line. The present SSD price structure is a huge rip off.
Ben, as awlays, we’re on exactly the same page. Great points, but will Apple follow or continue using “confusion tactics” to sell its products?
Only two models of the Macbook Pro, not 4. they need to be more consumer friendly, if i want more RAM dont screw me, i am your customer and i dont want to be screwed, i can easily add more RAM myself if you werent so greedy. there shouldnt be a “Good” and “Better” model.
people know when they are being taken advantage of, the information is out there too much and its easy to find out, these companies need to treat customers better.
how are you gonna charge $999 for a really crappy laptop, when for $100 more u can get a Macbook Pro….stuff like this needs to stop happening, its killing the market.
This makes a lot of sense, but I doubt Apple will do it; I think they’ll keep the current screen sizes, and that the base 15 inch Pro will always be more powerful than the highest spec 13 inch Pro.
I’m holding out hope that the 2016 13 inch Pro will have 256GB storage as standard though. For a premium laptop, 128GB isn’t enough… but then again, Apple still sells 16GB iPhones and iPads and shows no signs of changing.
The fact that they have an iMac with a 64 GB SSD in a terabyte fusion drive is an embarrassment to premium electronics.
You’re completely missing the 14″ MacBook.
I also agree that MacBook and MacBook Air should merge. The majority of Apple users should be using the MacBook. But the current 13″ MBA is already borderline small (screen real estate) to be a real computer. I realise many are happy with smaller computers, but the largest screen for Apple’s mainstream laptop line can’t be 12″.
Then, with a goto MacBook 14″ in place they shall make sure that the ‘Pro’ models are exactly that. Built for performance. Fo’ real.
Not missing it, merely suggesting that those who want 14-inch displays can opt for the ‘good’ MacBook Pro – which is going to get a sleeker form factor next time around, I’m sure.
You said it yourself: performance shouldn’t be coupled with screen size (your MacBook Pro 13 woes). Lots and lots of people (not limited to the “older generation”) want/need more than 12″, but they have no specific computational/gfx performance needs.
I’d say that this type of user is the “typical” Apple laptop user. They should use the MacBook range—and it should contain a “large-ish” model.
Only people with computational needs, or specific needs for more ports should “have” to buy the Pro model. The Pro model should be just that: no weak sauce, pedestrian one size fits all. Time for the MacBook Pro to step up and kick butt.
If you want to do the next Apple lineup, then do it right. It’s not an exercise in trying to make it as few models as possible.
But you are totally right that the lineup shouldn’t contain redundant or straight up weak computers with old tech.
It’s an interesting situation for Apple here. The introduction of the Macbook with CoreM opens up a whole new world for MacBooks. Apple will definitely streamline its lineup very soon. I can see them going with three options
1. 999$ macbook with coreM gives regular old email checkers and movie watchers a macbook to sync their playlists to iPhone etc.
2. 1299$ 13inch MacBook with retina display … starts with a 6200U processor.
3. 1699$ 15inch macbook …. for the power hungry professionals.
1. the price will drop given that its been a year apple will realise it really is overpriced for what it offers in terms of performance.
2. a retina bump on macbook air is imminent but then the new macbook 13inch will look like a killer must have 13inch laptop. wont have the pro performance but let me tell you the 6th generation processor is enough for doing even editing … anyone with pro needs could move to i7 but it would be very difficult to get a 28W processor in Air design. The heat generated from these processors can only be cooled in a macbook pro chasis and apple will drop the idea of a 13inch laptop with a 28W processor.
3. Anyone with pro needs would get this anyway. A new macbook like design would make this laptop slightly bigger than the current 13inch pro retina. so people wont miss out on 13inch retina for pro needs but would simply get a 15inch laptop. this would definitely offer 28W processors.
Apple will streamline its range though I strongly believe the 13inch Air and 13inch pro will combine into a single 13inch macbook with retina having the 15W intel processors. 11inch becomes obsolete once 12inch macbook has a price drop. honestly ive never seen anyone use the 11inch macbook yet.
I think the ports may divide the line up. USB-C for the MacBook, Thunderbolt (and more than one) for the pro.
I completely agree upping the screen size of the pros and also upgrading the specs. The current market definitely appeals to people who can work and game. The underwhelming gpu’s and memory, storage capacity can no longer justify its price range as other PC’s in the market have improved/caught up to Apple’s slick premium design and material.
Whatever but they should release them soon, and we need serious rumors about them !
I think Apple should use the bigger screen sizes but displays with less bezel so they have the same footprint but I am personally waiting for Intel Skylake and USB C with Thunderbolt 3 to come to the MacBook Pro.
A bunch of the reply ideas are as all over the place as the current lineup….
In my opinion, Apple confuses the naive users, and this confusion is profitable to them. Apple should just keep it simple.
They should categorize them into Basic, Semi-Pro, Pro, Custom.
– MacBook 12″
– MacBook 14″
– MacBook 16″
However, they should never label their products as MacBook Air, MacBook Pro, MacBook Bla Bla Bla… Just label all of them as “MacBook”. All the 2016 MacBooks should inherit design from the 2015 MacBook.
I never owned a MacBook, since early 2015 I moved from the .NET Application Development to the iOS Application Development. I have been using iMac (Retina 5K, 27-inch, Late 2014) as my daily workstation, to be honest, I really love it and I miss writing my code when I go back home.
I have been waiting for MacBook 16″ with Skylake CPU since last year, I wants it. I hope they don’t disappoint users like me.
Keeping them all as “MacBook” is more confusing. A simple name change differentiator is easier for customers to wrso their head around.
MacBook = customer hears 12″
MacBook Air = customer hears 14″
MacBook Pro = customer hears 16″
Your proposal may seem very pretty, because it is based on the late Steve Jobs’ ‘philosophy’, but in today’s market, simplification of choice is akin to marketing suicide. Every one wants something different, and even though everyone seems to want apple, people tend to have different needs and budgets, and this simplification will limit the number of people who’s needs and budgets fit any of the apple notebooks. Although I agree with you regarding the complete removal of the low level MacBook Pro without Retina display, one must understand that Apple’s main reason for keeping this Mac is the price. Many people want to buy a Mac on a low budget but also don’t want to sacrifice power or screen size by going for the 11 inch Air. The new MacBook is also vastly overpriced for it to be able to take the place of the MacBook Air, although I agree with you that very soon the Air will have to go and the MacBook will take it’s place. But for that to happen, Apple will have to down the price and up the specs. They will also have to provide more choice regarding screen size. While your suggestion of sticking with 12 inches as a compromise between 11 and 13 sounds good, it limits choice. I think what is most likely to happen is that Apple will come out with 11,12,13 and 15 inch versions of the MacBooks, while keeping their lineup of Retina pros. Although it would be nice to see apple adapt your suggestion of fitting an extra inch into the current space, and so we will end up with 11,12,13 and 15 inch MacBooks, and 14 and 16 inch MacBook pros. With each of these models offering two different specs, and plus the regular old MacBook Pro without Retina (Which I suspect may be replaced by the 13 inch MacBook Air), it will total out to 13 different options. With at least three or four of those being under $1000. Needless to say, Apple will up the specs on all of these computers. Perhaps the time has come for apple to revamp their notebook lineup, but what philosophy they decide to adapt remains to be seen. But I think we will all find out soon enough at the WWDC in June. In any case, thank you for your article.
Thanks for sharing your thoughts. I’d be very surprised if we have 11-, 12- and 13-inch models in the same range, but we shall see!
I don’t know Ben, it remains to be seen which sizes make the final cut, but I have no doubt there will be at least 3 models of the MacBook, with one being the 15-inch model. It remains to be seen which other two apple chooses, though I really don’t think we should be surprised if they decide to go with all three. Providing a lot of choice in sizes seems to be apple’s business plan, and it does work. I own a 15-inch Retina MacBook Pro, yet I also plan on getting the new MacBook once the new model comes out in June. Up until the iPad air, I had always upgraded my iPad every year but I realised I would be better off putting that same money towards buying a small mac and using it for the same purposes. The new 9.7-inch iPad pro with 256 gb of storage and all the accessories comes down to $1200 which is more than a 12-inch 256 gb MacBook, and honestly, I think I would get more from the mac. While many people are deciding to buy a tablet instead of a laptop, some other people such as myself who have a high-end laptop and would usually get a tablet for their on-the-road needs, are opting to get ultra thin laptops, and so I think providing a lot of choice in this area would be a good marketing strategy. Let’s see what happens.
I should also probably say that after considering it, it seems to me that perhaps apple will decide to go with 12-,14- and 16-inch options for the MacBook, or just 12 and 14. Perhaps my idea of 11 and 13 was a bit off after all.
Razr Blade/Core. Same concept. Give us 100% business power (i7, 16+GB RAM, SSD, slim, retina) on the go… umbilical connection to high end GPUs when back at the office. I swear if I could gracefully build a hackintosh, I’d have gotten that already. And for heaven’s sakes, give us a proper pen capability on these things. I’d love nothing more than to use Pencil on my macbook… I carry a Lenovo Yoga just so I can do that and have a real computer.
Why not a 14-inch (fanless) MacBook?
And the “good” 14-inch MBP would need to match the current 13-inch MBA in price – otherwise the Macbook lineup won’t have a “cheap” model that can also play the occasional demanding Steam or Blizzard game. I think people are a little quick to count out the MBA. We’ll see in June, but I wouldn’t be too surprised to see a revised MBA with Skylake, Retina display, and Thunderbolt 3.
I’m a big fan of the MBA (http://9to5mac.com/2015/11/11/opinion-humble-macbook-air-secret-workhorse/), but I suspect relatively few owners (myself included) really use the power.
I use the power. Not all the time mind you. I’d love the MBA to be Retina, 14″ and hold the middle ground in Apple’s lineup.
My simplification:
12″ rMB (2+custom)
14″ rMBA (2+custom)
16″ rMBP (2+custom)
This is the ultimate simplification: ala Stephán Jobs.
Entry-level 12-inch MacBook
Exec-spec 12-inch MacBook
‘Good’ 14-inch MacBook Air
‘Better’ 14-inch MacBook Air (same spec as 16-inch Good model, custom to Better model)
‘Good’ 16-inch MacBook Pro
‘Better’ 16-inch MacBook Pro
Apple becomes pretty predictable if you pay attention. The MacBook Air will be dropped. They basically dropped the iPad Air in favor of the replacement iPad Pro. So, the ‘air’ name is going away. The MacBook Air will drop from the lineup after they update the MacBook again. It’ll just be MacBook & MacBook Pro…. and, I don’t think they’ll offer another size choice for the MacBook since 12 fits right between 11 and 13. It’s about to become pretty simplified.
I’d do:
2x Thunderbolt 3:
12″ Core M/8GB/256GB MacBook – $900
14″ 15W i5/8GB/256GB MacBook – $1050
3x Thunderbolt 3 + SD + 1x USB classic + HDMI:
14″ 28W i5/8GB/256GB MacBook Pro – $1200
14″ 45W i7 qc/dedicated GPU/16GB/512GB MacBook Pro – $1800
16″ 28W i5/8GB/256GB MacBook Pro – $1400
16″ 45W i7 qc/dedicated GPU/16GB/1TB MacBook Problb- $2200
In my opinion, the Macbook Pros almost only have as a real benefit the Retina screen and extra ports over the Macbook Air line. I mean, both models are pretty close in terms of performance. I don’t see why the two lines should be separate, especially if it is possible to configure them on demand. I say let’s get rid of these monikers and simplify the line as much as possible.
What about:
– Macbook 12
– Macbook 14 (same size as the 13″ Macbook Air and Pro)
– Macbook 16 (same size as the 15″ Macbook Air and Pro)
The 12″ running on the Core M, and the 14″ and 16″ running on either (your choice) dual or quad-core i5 and i7. There must be a discrete GPU option on the 16″ model. I really don’t mind having a fan in my laptop if it lets me use my CPU to its full potential, and I don’t think people in general mind, so I would keep it in the 14″ and 16″ models. RAM starting at 8gb for all models, going up to 32 on the 14 and 16 models. All SSD, from 128gb to 2Tb.
All configurations should be customizable options, with a good and a better model pre-built available in store. But honestly, I think physical Apple Store could simply be where you get to try out the computers, choose your configuration and get it shipped to your home. That way, the stocking problem of a hundred different configurations is solved.