We right here at Macworld used to complain that the MacBook lineup was too sophisticated, however Apple has now simplified it so it makes extra sense. However what if Apple had gone even additional–what if there was just one laptop computer line, the MacBook Professional, and nothing else?
That’s what former Apple design guru Jony Ive wished to do, in accordance with journalist Walt Mossberg. In a current episode of The Vergecast podcast, Mossberg talks about one of many concepts that Ive had whereas working with Tim Cook dinner at Apple. (It’s on the 26:30 mark of the present.) Ive wished to whittle down the MacBook lineup to 1 mannequin, the MacBook Professional. “He determined there didn’t have to be an Air and a Professional,” mentioned Mossberg. “He determined he may do the Professional and make it as mild and as skinny–or thinner–than the MacBook Air. And it will be a higher-priced machine, so that may be higher for his or her backside line, and folks would purchase it even when they didn’t want the additional energy it gave.”
Mossberg cautions that the rumor is “a one-source story” from “a really high-level” particular person at Apple who “actually super-knew the merchandise.”
Apple followers could keep in mind Steve Jobs’ philosophy of getting two totally different product units, one for common shoppers, and one for professionals. Ive’s thought flies within the face of that. “There was an enormous warfare between the design group and its acolytes (in different phrases, the Jony Ive-led group), and the engineering and product managers aspect of the corporate,” mentioned Mossberg. The latter group wished a brand new MacBook Air as a result of it was Apple’s best-selling laptop computer. “They didn’t wish to go away it on a hill to die.”
This dispute continued however finally, the product folks prevailed, and a brand new MacBook Air was produced, although it was only a specs improve, not a redesign. Mossberg, who admitted that this story got here from a single high-level supply at Apple and will not cross “journalistic rigor,” mentioned this MacBook Air was launched at an occasion on the Brooklyn Academy of Music, which was in 2018. “This supply of mine pulled me apart,” mentioned Mossberg, “and mentioned, ‘We lastly received.’”
Ive left Apple the subsequent yr. It’s simple to conclude that this occasion led to Ive leaving (Mossberg doesn’t deal with it within the podcast), but it surely’s extra probably that Ive had been planning to depart concerning of the result. Ive had been at Apple for almost 30 years and caught round for eight years after Steve Jobs died.
However (cue Jeffrey Wright voiceover), what if Tim Cook dinner gave into Jony Ive? What if all we had was the MacBook Professional as Apple’s laptop computer providing? Ive was infamous for believing that prospects needed to be proven what they wished and would argue that prospects would simply adapt, however would they, particularly if their pocketbook was taking such an enormous hit? As Mossberg mentioned, it will’ve been a higher-priced gadget, so there would’ve been appreciable backlash by Apple prospects. Possibly, possibly not. The world won’t ever know.