MacBook range Stories April 12, 2016

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 …

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MacBook range Stories November 30, 2015

Trying to predict the future of technology is a risky endeavor at best, and never more so when attempting to do it with one of the most secretive companies in the field.

But never let it be said I don’t ‘fess up when my predictions don’t pan out. Two years ago, I reckoned that the MacBook Air and Pro ranges would have merged by now. When the MacBook Air was first launched, it made a lot of compromises to fit into that slim casing. But over the years, the Air got more powerful and the Pro started to make similar compromises in pursuit of a sleeker form-factor. Both went SSD, both went non-upgradable RAM, neither had an optical drive, neither had an Ethernet port.

It seemed to me then that the differences between the two ranges would continue to dwindle until there was really nothing to separate them. But as things turned out, Apple had one surprise in store for me …  expand full story

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