I am known for my strong views on mobile technology, online media, and the effect this has on the public conscious and existing businesses.
Apple started the move to its ARM-based Apple Silicon chipset in 2020 with the launch of the M1 MacBook Air, M1 Mac Mini, and M1 MacBook Pro. One of the key messages Tim Cook and his team were looking to present at the launch was “nothing would change.” While the new chipset offered more speed, better performance, and a cooler laptop, all your apps would still run, everything would remain familiar, and it would be a seamless blend of old and new.
The 13-inch MacBook Pro was a key part of that. Apple was offering the faster Apple Silicon with a flexible desk-bound computer, a highly portable consumer laptop and a professionally focused laptop. This was something comfortable and non-threatening. For the first few months of Apple Silicon, it was the right marketing strategy.
And then the genuine, professionally focused laptops arrived. The 14-inch- and 16-inch MacBook Pro laptops had a new design, improved hardware, and more powerful M1 Pro and M1 Max chips. Next to these behemoths, the 13-inch MacBook Pro was not just pedestrian but so close in performance, look, and price to the 13-inch MacBook Air that it went from “this is what a MacBook Pro can be” to “you’ve MacGyvered a fan onto the MacBook Air and changed the sticker”.
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