Apple’s Shock MacBook Pro Decision, They have been in the spotlight and on the cutting edge for the past two years. They have changed the market for laptop computers. Still, it looks like Apple will make the shocking choice to keep the new MacBook Pro laptops off the market and skip a big launch event.
Mark Gurman writes about the possibility that Apple could send MacBooks “straight to press release” territory: “Apple hasn’t made a big change with any of these new items. At WWDC 2022, they will get better specs and a chip that was already announced at a formal event in June. This makes me wonder: Does Apple really have enough here to justify putting on another polished launch event?”
How much of a surprise is this choice? Why would Apple think that this is the best way to get the new machines out there? And what does that say about the Mac platform’s new place in Apple’s lineup? There are a lot of obvious reasons to hold a launch event for a new product, so let’s assume they are already on the balance sheet. But I want to focus on what I think are the three most important ones.
First, the Mac Pro is very important. Even though this desktop is incredibly powerful, it won’t sell as much as consumer hardware because it is a symbol. It’s the best; it’s the best example of what the Mac platform has to offer.
It’s also the only Mac that hasn’t yet switched from Intel technology to Apple Silicon, which is based on ARM. This is important because Tim Cook has said that all new Macs must use Apple Silicon by the end of 2022. This would be a huge reason to party if there was a launch event.
It’s also getting close to the holiday season, so it’s a good time to talk more about the Mac platform as a whole, both to spread the word about the new hardware and to make the machines that are already out there stronger.
When it comes to spreading the word about the iPhone, there are always chances to do so. One month after the new smartphones come out, there will be a chance to talk to all of the tech media again about satisfaction, sales, and stories. On the other hand, there are reasons to go the way Gurman’s newsletter suggests… to start with a press release and send out a small number of units for early reviews.
When you look at what the 14-inch and 16-inch MacBook Pro laptops are expected to have in terms of performance, storage, and memory, you can see that Moore’s Law is at work. However, there aren’t many new hardware features to look forward to. This is shown by how little the M1 and M2 chipsets in the MacBook Air and 13-inch MacBook Pro changed. The changes to the new MacBook Pro laptops feel like the usual “S” updates that older iPhones got. check, Five New Apple Products Could Launch In 2023.
Is “it’s a little bit better, and you’ll still win at Specifications Top Trumps” enough of a “wow” to warrant a full launch? The story about Apple Silicon, which is that it gives you more power, is already well known.
Does Apple want to release the second wave of MacBooks at more than one time during the year? Apple has always released new MacOS laptops between late October and early November. Since Apple loves to update the iPhone and iPad every year, why wouldn’t it want to do the same with the MacBook? Perhaps… But we did get a fair amount of WWDC time devoted to the M2 chip and the MacBook Pro and MacBook Air that use it. Why bring it up again?
And there’s the fact that any launch, no matter what, will get a lot of attention online. A launch isn’t mainly for people in the tech press; it’s for people in the general public. That works for the iPhone, and it might also work for the MacBook laptops, which are made for consumers. But does saturation mainstream coverage make sense for the more powerful machines on the market this month, which are aimed at developers, high-end creatives, and people who need a lot more than “can it edit my family photos?” Would reading the tech press and knowing about the latest machines be enough?
Apple has been putting more emphasis on the Mac platform in its marketing and messaging for the past two years. Now that the switch from Intel to ARM is done, the product line can settle down again, and all the promises about keeping things as smooth as possible have been kept, the Mac platform can go back to doing what it was designed to do: support the iPhone and iPad.
Jessa Martin is the author of Nogmagazine, A professional in writing by day, and novelist by night, she received her bachelor of arts in film from Howard University and her master of arts in media studies from the New School. A Brooklyn native, she is a lover of naps, cookie dough, and beaches, currently residing in the borough she loves, most likely multitasking.