There’s always a lot of talk about what Steve Jobs would think of the current state of Apple. What would he say about the AirPods or the throne of dongles that Tim Cook seems to sit upon with the current slate of Apple products. With the announcement of the new MacBook and it’s enourmous price tag, many were split on what to expect or how to feel. Some were treating it like some would treat the iPhone releases, giddy to try out the new stuff and get their hands on it. But others saw something that seemed to fall to the wayside.
Owen Williams wrote a good take on the new MacBook release and also posted the video above to Twitter, pointing to what seems to be Apple’s problem: They don’t know who the new computer is for.
It’s strange — there’s nothing actually wrong with what Apple announced: USB-C on the Mac is great, a thinner, more powerful machine is intriguing and, while it’s too early to say, the Touch Bar could possibly be a gimmick, but it could be useful for helping people discover what shortcuts exist as they use the computer.
The thing is, I can’t figure out who this is for other than those who are on really old machines. Myself, and everyone else, seems to be wondering what, exactly, is the selling point of this upgrade.
Touch Bar is a great example of this. First, it feels like an excuse to not just add touch to the Mac in the first place. While Microsoft is busy letting you touch the entire display, Apple’s making you look down at your keyboard to interact instead — bizarre.
But the “Pro” in Apple’s devices isn’t even accurate anymore. It used to be the best notebook on the market for creatives, developers and people with big requirements.
One look at this slide shows Apple has no idea exactly where its demographic lies