Tuesday, January 15, 2008

Apple Join New-Year dieting fad with MacBook Air

OK, so who saw the MacBook Air coming? Any mention at Consumer Electronics Show? No. The next expected step from Apple to be announced in the Steve Jobs keynote at Macworld 2008 was variously touted, but was broadly along the lines of exploiting the market position gained by the iPod Nano, iPhone and Apple TV. BUT NO. How's this for breaking the rule book... an ultrathin laptop! Or THE ultrathin laptop? Given the number of suppliers needing to cooperate around the launch of a innovative laptop, it is amazing that it was kept so well under wraps. The closest whiff we all had was the speculation around the FlashMac- technology which we see here in the solid state drive.

Actually, perhaps all that just shows how far my finger has strayed away from the pulse?

It is not yet known when true devotees will be able to dig deep into their pockets in the UK, but there are surely many waiting for the excuse. The common theme to all of Apple's product launches recently has surely been their ability to exceed expectations... and with each launch those expectations get higher.

Actually, despite this post following the attention grabbing headline announcement, I think the most impactful thing mentioned by St.Steve of Jobs is the hi-def Apple TV. The MacBook Air clearly has the wow factor and will be snapped up by niche buyers, but hi-def has far wider appeal and relevance. Surely Apple have to open up to having products like this being resold through high street consumer retailers? That's where people realise that hi-def is what they always wanted. Will Apple do it? This stuff is too good to sit in minimalist 'computer shops'.

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