Six months ago, I penned a post about how boring Apple products had become. I was pleasantly surprised a couple weeks back to see that Apple has trained their focus back on the one thing that has usually set them apart: great design.
I once again have Apple lust.
I stopped using Mac desktop machines many years ago for the simple fact that their noise was just too big a distraction. Once I began using only laptops, desktop machines seemed archaic and essentially without purpose. Apple’s new Mac Pro has me reconsidering a desktop machine for the first time in a decade. Go check out Apple’s impressive preview of the Mac Pro.
I’ve been using PowerBook and MacBook Pro laptops for, like, ever (since about 1997), but several years ago I had to switch to a Thinkpad for the simple reason that IBM had blown away Apple in compact laptop design. I used the IBM for writing and stuck with Powerbooks for everything else. The Thinkpad weighed just 3 pounds and its battery lasted 8 hours. I could take it on the train and never have to worry about plugging in during an entire day. Apple’s machines, on the other hand, weighed in on my shoulder at 5+ pounds, while their battery lasted just 3-4 hours at most. Well, the time of Apple’s heavyweight laptop champions is finally over. Apple’s new MacBook Air weighs just 3 pounds, and has a claimed battery life of up to 12 hours. And their smaller 13″ Retina display equipped MacBook Pro has been slimmed down to about 3 pounds too (if they could just get the battery life upped, I’d be in laptop heaven with one, though their claimed battery life of 7 hours will still be fine).
Finally, the rumor mill says Apple is at last working on a more drop-proof iPhone design. It’s pretty awesome how small the iPhone is, but its highly breakable glass sides and hard-to-hold design have always been big drawbacks. (Who wants to drop and instantly break their $500 phone?) Rumor has it the new design may cost less to boot.
Great design defines Apple. It defines smart brands; brands people can admire.