These guys love their sausage: Apple's new MacBook Pro

The new MacBook Pro laptops, revealed last week by Apple, are another demonstration that these guys just love their sausage/product. If you don't believe me, watch CEO Steve Jobs and product design genius Jon Ive launching the new MacBooks like a couple of enthusiastic kids/geeks showing off their new toys.
 
Many people who analyse Apple's success focus on the emotion/sizzle of the brand, suggesting customers are primarily buying into a lifestyle. But the reality is quite different. Sure, Apple is strong on emotional sizzle (cool, trendy, Californian, challenger, innovator etc.). But all this emotional appeal comes from, is embedded in and is reinforced by the products. Advertising is secondary, and is there mainly to celebrate and dramatise the product.

Take the new MacBook Pro as an examaple, and check out the sausage:

1. New manufacturing makes it lighter, and stronger: the MacBooks use the same manufacturing as the MacBook Air, which is, as Steve Jobs himeself says, very cool. Rather than building a frame and case, like a conventional computer, the MacBook Pro is made from a solid block of aluminium, which is cut away.

This is no lifestyle marketing company. This is a business that really cares and even gets its rocks off on good old engineering,
 

2. Glass trackpad: the new trackpad allows you to "pinch" photos to make them smaller or bigger, like the iPhone. Swipe 2 fingers left or right to move along in your photos. And there is no separate button to click, like on a mouse. You just tap the trackpad on the right for right-click, left for left-click.

3. Better performance/same price: more memory, better graphics (good for gamers) and all this for the same price

4. Even sexier "feel": Apple really work on the way their products feel. Its no coincidence they make an MP3 player called the iPod Touch. And the new MAcBook Pros are no exception. The edges of the cover have bevelled edges that make it look and feel smoother, and more compact.

5. More environmentally friendly: the new laptops also get a Gold Award from the EPEAT

 

So, all in all, one helluva lot of sausage. And this should help Apple keep up the impressive momentum on Mac sales. As the graph below shows, they have been growing strongly, with the Q1-Q3 sales this year equal to the whole of last year.

And, as my daughters did their own science project with a magnet and my old MacBook Pro (key learning: magnets and hard-drives don't mix), I have the perfect excuse to buy a new one!

Comments

[Srie]

86 90 people found fwiloolng review helpful: Air Benefits Fewer Drawbacks!, October 23, 2010 a0 (U.S.) a0a0a0a0a0a0 review : Apple MacBook Air MC503LL/A 13.3-Inch Laptop (Personal Computers) I 256 GB storage option model, specifications machine same. I recent Mac desktops, personal Mac notebook become aged. a Powerbook. release iPad last Spring, I considered going back owning a notebook, a desktop iPad disposal. , I I simply need a keyboard work, machine simply ancient now. October 2010 MacBook Air redesign . I try post images device soon. Physically, footprint much different a 13-inch MacBook MacBook Pro members household . , 's thinness lightweight design brings out wow, those see . want lap a large chair sofa, simply comfortable. need walking, stand against a wall check something very quickly, still slightly awkward, light weight possible. Still, I'd try , dropping precious unit. see Apple marketing images people using device standing up. even more comfortable 11-inch model. reason one updated 13-inch MacBook Air simple! particular model gives thinness light wow, factors defined MacBook Air introduction nearly four years ago. , model gives something offered price point previously. A nearly fully functional performing notebook computer. included 1.86 GHZ Core 2 Duo processor a slouch. 2GB memory efficient OS X, decent storage. I 256GB model, a second Mac, a light user, someone external USB hard drive back desk, even 128 GB far behind entry hard drive notebook. PLUS, a benefit solid state storage. INCREDIBLY . slight hit processor memory compared a MacBook Pro partly up speed solid state memory. check out boot up time device. boots up . Plus, sleeps, open back up, instant . 's a way experiencing a computer. need look something up, edit image, type a report, 's ready . battery life impressive . Apple quoting 7-hours 13-inch model, I close appears. Apple using a battery testing standard used quote hours previous systems. Therefore, 7 hours quoted closer optimistic 10 hour advertised MacBook Pro numbers themselves believe. 13-inch model a higher resolution 13-inch MacBook Pro, fit more windows, pictures, etc. . Indeed, matches resolution stock 15-inch models. don't model I miss ? Obviously, once again, Superdrive missing. I miss . I Superdrive desktop computer, always USB Superdrive less one hundred dollars, want capability desk. Air loses backlit keyboard, one suspects due even slimmer lighter design. , I type efficiently, I lose factor illuminated keys, function. Truly, add USB superdrive pinch situations, particular model a Mac really one's main computer. Decent processing speed, decent memory, plenty solid state storage speed benefits storage. graphics processor release much improved over previous generation enabling watching high definition videos. Two USB ports allow connecting iPod, external USB hard drive, USB Superdrive, printer, whatever USB device . SD Card slot included 13-inch Air model first time . Note iLife '11 loaded machine . 's fun try out features iLife a computer! iPhoto 11 enhanced full screen mode fun high resolution ! Sure, a graphic designer, developer, engineer need more horse power a . , a 2.9 pound Mac fully capable being a second Mac, primary Mac, many users achievement. significance creation take back a bit. impressive feat. Recommend unit. customers find helpful reviewsa0 review helpful ?a0 | a0 Paul C. Huang "Paul Huang" says: 47 48 people found fwiloolng review helpful: anti-reflective coating finally enough consider glossy, November 18, 2010 a0 (Arcadia, CA) a0a0 review : Apple MacBook Air MC503LL/A 13.3-Inch Laptop (Personal Computers) review addresses specifically screen quality. Those demand desktop performance a portable consider iMac. being , I noticed low-voltage Core 2 duo 2.13GHz easily keep up cousins (MacBook Pro 13.3 ). performance enough, I unconcerned benchmarks. 's look screen. Even a tonal range medium grey complete darkness, reflection screen bothersome MacBook Pro's highly-reflective glass previous version MacBook Air's glossy screen ( , , a coating, version). I mid-40s, I initially 1440 x 900 pixels being squeezed down 13.3 area small read. . increased pixel density increased contrast text much more readable. Those skeptical forget specifications see person. I wouldn't consider 11.6 screen's height chopped 10% (16:9). screen 16:10. Those 2.3lbs versus 2.8lbs a again. smaller one 25% battery time, means want carry power adapter. SD-card reader, means another piece cable ( camera) card reader lose. lack vertical space causes user scroll more. reasons combined, 11.6 holds advantage over 13.3 mention fact processor level-2 cache robust 13.3 same RAM/SSD configuration. * * * * * speed * * * * * I I well mention a few things. unit I installed a 13.3 , 2.13GHz, 256GB SSD, 4GB RAM * boot desktop: 13 seconds * MS Office 2011 applications take 1-1.5 seconds launch * iLife 11 apps take a second launch, except Garage Band takes a bit longer initialize. customers find helpful reviewsa0 review helpful ?a0 | a0