Why Apple's Macbook Air is Much More Important than it May Seem
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Something Bigger is Around the Corner
On January 15th, Apple announced their newest notebook computer called the Macbook Air. CEO Steve Jobs dubbed it the "worlds thinnest computer". It definitely IS a thin computer, and in my opinion, aesthetically its a beautiful machine. Currently, the price for this computer starts at $1,799 and its price for the top model is a whopping $3,098.
Why So Expensive?
You might be saying, "I can get a Macbook for just over $1,000." That's true. But the Macbook Air is in a different category of computer, the "sub-notebook" category. Honestly, for most people, a Macbook is all you'll ever need. However, there is a niche market of people out there, who find size and form factor to be a big issue. These people are usually willing to spend extra money for a smaller than average notebook computer, and they're often willing to pay extra for it. Sub-notebooks are often a niche product. Why would Apple put all of these resources into a niche product?In the short term, it may not make sense to release this sub-notebook. However, I think there is something important that not many people are talking about. Intel designed a smaller, custom chip for Apple for this product. Intel designed their standard Core2Duo processor and made it 60% smaller specifically for Apple. So What.It doesn't make sense for Intel to devote all of those resources to shrink their flagship chip just for this one niche market notebook computer. Intel isn't going to do this unless Apple planned on buying A LOT of these chips. In my opinion, we aren't being told the whole story yet. Apple has something up its sleeve. Rumors have been circulating for quite awhile about a small, very thin, tablet sized, touch based Apple computer. Think of it like a big iPhone, but not much thicker. This special miniature Core2Duo chip, which is a powerful chip, and consumes little energy, would be the ideal candidate for such a machine. The Macbook Air may not seem like it's going to make a huge footprint in the computer world, but the technology inside is going to be used for much grander things than just a niche market $1,700 sub notebook. Something much more important and and revolutionary is just around the corner.
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Comments
LiamBean, thanks for your comment. You raise some good questions. I'm think that Apple wouldn't have gone to all of this expense and trouble if they didn't have a plan about how this is going to pay out eventually. I'm assuming for the consumer, it means smaller, more powerful computers. I know people that would love to have a touch type computer, that looks something like a large iPhone. I don't know if that will mean the end of the notebook computer as we know it anytime soon.
Regarding "smaller and lighter" computers. I remember a few years ago as mobile phones kept getting smaller and smaller. In a lot of ways they've really stopped getting smaller anymore, because if they got any smaller, they'd be less useful. The iPhone is a relatively large phone. I'm thinking notebook computers will get thinner and lighter, to a point where they're still useful. It seems like they don't have far to go though! However, I lug my Macbook around a lot, and its weird, but I'd love for it to weigh half as much.
I remember when the first iMac came out, without a floppy disk. Lots of people complained about that, reviewers and tech writers especially. With that decision, Apple was ahead of the curve though. Ultimately, the iMac was a stunning success. But, sometimes, being too far ahead of the curve for your consumer isn't a good business decision.
Apple has always had that borderline arrogant "we know best" mentality, which can be a very good thing sometimes, but sometimes it can leave them with egg on their face. For instance, in retrospect The Newton was WAY ahead of its time. The consumer just really didn't "get it" at the time, myself included. However, Newton owners generally adored their Newtons. Some of Apple's most clever and innovative software was written for the Newton.
In the back of my mind when I was watching the Steve Jobs keynote about the Macbook Air, I was reminded of the Apple G4 Cube computer from a few years ago. To this day, its still a magnificent looking piece of hardware. It sacrificed speed and high price for elegance, it was even fan-less. However, it ended up being a flop. I hope that the same thing doesn't happen with the Macbook Air. I doubt it will be as catastrophic as the Cube though. Like I said in the article. I think Apple still has something up its sleeve. :)
LiamBean says:
2 years ago
Excellent article mathan. I agree. Economies of scale mean that the more of something that is manufacturered the cheaper it becomes....to a point at least.
Has Appled figured out just how this will pay out in the next few years?
Are we eventually going to see the end of the notebook computer that weighs more than four pounds and is more than an inch thick?
It wasn't that long ago that a desktop computer automatically came with a floppy disc drive, noisey fan, and a huge case due to the size of the mother board and fixed disk drive. This is no longer the case. Form factor has shrunk and the floppy disc appears to be a thing of the past. And I'll tell you I love my new machine. It's small quiet and FAST.
Are we looking at the new future of portable computing?