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When Apple lost their courage
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- čas přidán 13. 03. 2024
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9 years ago this month Apple introduced the 12 inch retina MacBook, and it was a truly ambitious attempt at making the smallest truly usable laptop in the world- but since then, they lost their nerve. It's been a long time since Apple took a big risk on a new product. Let's unpack!
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The 12” MacBook form factor with an M1/M2 chip would be the ultimate laptop
This. It was a design looking for the right CPU.
the faulty butterfly keyboard though... not sure if they would be able to keep the same form factor with the magic kb in it?
@@igor9919I mean, they managed to fit the Magic Keyboard in the last gen Airs and Pros form factor by only increasing 0.07cm of the original chassis that’s made for the butterfly keyboards. So it wouldn’t be that hard to do it
@@shitvideoquality4856What about reducing the bezels? If they expand the screen to fit the chassis, it's not 12.4 inches anymore. If they trim the bezels and keep the screen size the same, they no longer have a full-sized keyboard.
@@Sheelsindhu77907 sure, stick an m3 in there. There’s no reason not to
Putting 16GB of RAM in the base model would be groundbreaking.
And don't forget the 512GB SSD minimum !
@@rocketmunkey1bro 2013 laptops came with 1TB it’s crazy how laptops are still being sold with 256GB
wait a little, it's gonna happen in 2030. Basic model with 16gb of RAM for ONLY $4000. And still there'll be a lane of bigots hurrying to buy it.
@@0w3nn I think its Apples extortionate upgrade pricing to blame, £200 for 8GB of RAM and £200 per 512GB of storage is just plain theft !
Hahaha!
No.
$200 please!
The Apple silicon processor took a lot of courage.
not really it was obvious since around the iPhone X that apples in-house chip designs could provide comparable performance for its entry level MacBooks Ala the 13 inch mpb Mac mini and MacBook Air and became blatantly clear with a12x and z that the cpus and gpus could be comparable to rest of the line up baring the Mac Pro and iMac Pro.the m1 was the fruit of work that started with the a7
Not really, it was paid for by dumping Intel. They had to wait to do it due to ARMs lackluster performance until recently.
iPads have been more powerful than most MacBooks for quite a while before, so no not really.
It's about monopoly for RAM and SSD. It's all about money. That's how I look at it.
@@alexmeek610 but you where not sure if people would have folded, and migrated to the new architecture , they could have made a big blunder with rosetta 2, heck I remember when I migrated from intel to apple silicon a lot of stuff was a nightmare to migrate as a dev. My point is maybe hardware wise it was not a risk but software side was a huge risk.
The 12" MacBook was my favorite form factor. Today, they could shrink the bezels to fit a 13" display, add an Apple Silicon chip, and have either 2 USB-C ports or 1 USB-C and MagSafe, and the new keyboard. A full upgrade in the same form factor and footprint. It would be perfect!!!
I'd also be happy for it not to be quite so thin (it seems to me that the footprint is more important than the depth in a portable laptop) so that there is the possibility of a bigger - maybe easily replaceable - battery, for instance.
A colleague of mine has it. It is jewelry on the workplace.
kind of the m2/m3 is that....
@@lpj55 nah, if you've ever held one of those 12" macbooks they feel so special just purely due to how impossibly thin they are. The Apple "magic" of those devices is their thin-ness
@@fergusyoung6782Hi Fergus! I own a gold 2017 Retina MacBook and stand by my comment. The battery is on its last legs and it's going to be a major pain to replace. I'd also love to upgrade the storage and RAM, as the MacBook still to this days serves well as a unique 'take anywhere' device. These things could have been made possible with little cost to the laptop's portability (but a larger cost to Apple's bottom line I guess).
They really shouldn’t make 256GB laptops…
Making a 512gb and >8GB ram base model laptop, now that’s real courage (for Apple)
There are plenty of people who just do admin office work, internet browsing or school work etc. - and for them, with the amount of cloud services, 256GB and 8GB RAM is more than enough. The problem isn't the spec - it's how high that entry price is, especially when compared to Windows land.
@@marko2873 Bro people use laptops to backup stuff and store all their digital media content. Not everyone has or wants to have external storage. Nobody will use cloud services to store movies or other stuff they have.
I don’t what world you all live in, it’s not a phone, a computer!
@@marko2873I agree. What OP is suggesting is like akin to the iPhone 15 Pro Max that removed the 128GB option but retained the high starting price.
Actually I think they should... just a hell of a lot cheaper!!! 😆
Going all in on arm, and then fanless on their main consumer laptop is quite boundary pushing
Personally I'd love to see them try to make something like the 12" MacBook again, but instead of pushing for the thinnest possible laptop, aiming to make the lightest possible laptop. The sub-1kg weight was really its true selling point in my opinion. It was substantially and noticeably lighter than really any other laptop they've made before or since, and this sort of thing really makes a difference when you have to carry one around daily.
Was about to mention this. I've got a tiny Lenovo magnesium alloy laptop with carbon fibre in the lid or something, and it's still heavier than the 12".
💯
are we gon run into each other on every platform lmao?
truth on the weight thing tho
The first M1 should have been in the 12 chassis. The industry would have lost its mind.
I never understood why Apple didn’t make the 12 inch MacBook the first Apple Sillicon Mac
Dont expect them to make anything that you like, their decisions are probably based on sales, and they will sell it the way they want and consumers will consume it
It was such a disaster that they didn't want to launch their new chips on such a controversial device. The first devices to get it were the most popular and safe. Furthermore, it is possible that they couldn't get a functional keyboard to fit in it and didn't want to keep dealing with the butterfly keyboard.
I still have my 2017 macbook that i use once in a while as a secondary computer to my main M2 macbook air. It's such an amazing form factor. If brought back with an M-series chip, I'm sure it would be a huge success.
The Vergecast described Apple in 2015-ish as thinking they were a fashion company, I’m glad they came to their senses and moved back toward actually useable devices that aren’t the most thin or lack ports
An iPad Pro with the option to run MacOS when attached to a keyboard would be my favorite
This ends the entire argument and fits the SoC approach also. Apple are dragging their feet on 2-in-1 market to extend Tablet market for a bit longer. M3 or M4 and it will look even more absurd not releasing 2-in-1. My guess is Apple wants new hardware to charge a lot more for this perhaps foldable or some other reason to charge excessively if they go for 2-in-1 device. Could easily run MacOS (Lite even) on M1 iPads today if they wanted to.
A “genius” at Apple Store told me that they not doing that because re writing the os for touch screen is too complicated I was like YEEEEEEAH
App compatibility will be the big deal. Keep the iPad OS name and interface or call it whatever but the ability to run any Mac OS application on the iPad Pro will be incredible. Probably will never happen though. The iPad Pro will likely remain a very expensive media consumption device for the foreseeable future.
@@nickveroneseToo complicated uh?!
I'm perfectly okay with the iPad continuing to exist as a tablet.
I want to see them take the guts of a M2 macbook air, put it in an Apple TV body with a couple ports, and sell it for $299. A Mac nano would be totally new and risky to the brand, but I think enthusiasts would love it.
They can only afford to sell the Apple TV as cheaply as they do because a substantial number enable Apple TV+ services.
I have an Apple TV with an A12, and it could run MacOS just fine (with a RAM upgrade), but there’s no way they would allow that.
I wish Apple brought back the 12” MacBook with MagSafe, Apple Silicon , 24hr battery life, and the Magic Keyboard
I LOVED the butterfly keyboard. I know it was prone to malfunction but, man ,it was my favorite laptop typing experience.
agreed! so much complaining about that keyboard but the typing experience was great!
Everybody was bitching about the butterfly keyboard.
Once I bought a machine with such I actually liked it. Same story with the touch bar. I was very biased against it, but after buying a machine with one, learnt to appreciate it.
i loved it too :)
Luke will never stop making videos on this Macbook and I honestly admire that. Keep the 12" Macbook crusade on Luke!
They had to make room for the piles of cash they were making 😢
The bezels on that laptop shows its age
That’s true. In my mind it has always been the most modern looking MacBook
Still rather have bezels like that and have a crisp screen than having a crappy low-res screen with thin bezels
Maybe so but at least it doesn’t have a notch.
I actually like the bezels. With no bezels the screen edges get covered in finger oil when you open and close the laptop.
And I hate the notch.
a risk they should take is having user upgrade able storage and ram
Unfortunately the RAM is on the same chip as the CPU, SSD storage I agree with.
@@SaulidSnake Yes but you could have swap RAM which would be upgradable, which would be faster and have greater longevity than stealing storage.
@@rocketmunkey1you either wants performance/size or upgradeability.
@@SaulidSnakeit’s not on the same chip. They’re totally separate just like in every other laptop.
This is what keeps me from buying a Mac. At the very least user upgrade-able SSD.
If Apple has some M1 chips left over, they could just release this laptop at like $799.
You can buy a refurbished M1 air for $759 from Apple. Is the size difference that much?
MacBook SE! They could also find some old displays from 2015, 4gb of ram extra small battery. They have their perfect recipe by now!
@@whatsupchicken mate when 8gb of ram is barely enough for a basic user in 2024
4gb ram is too little even for the most budget machines
@@timfirebladeyes.
@@whatsupchicken Nha. The M1 comes with 8 GB minimum battery. ASlo, The display of this 12 inch still looks insane in 2024.
You should try to put a Silicon chip inside the 12 inch chassi! It would be a really cool project!
the 12'' MacBook is my all-time favorite form factor, the end.
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What would I like to see? First, a modular OS with a menu that IDs each "module" coded within the overall OS & lets you de-select the modules that are not currently needed. Resultantly, the laptop does not load them the next time the laptop is booted. For instance, if you don't code/video edit/game, do not need accessibility features/utilities, etc, then you deselect them, reboot, & now have a lighter OS. Second, a micro-sized logic board (think iPhone) that, by its nature, permits more volume for batteries. Third, all laptops need at least: 1 cooling fan, HDMI out, SD card reader (I use an SD card for Time Machine), & 3 USB ports. Forth, solid state batteries (more energy dense, don't expand, fully charge in a few minutes). Finally, no bezels.
That would be the perfect laptop.
iPhone mini was another boundary pushing machine.
Or as I like to call it, "iPhone Regular Size." On my iPhone 13 mini, I can reach from one side of the screen to the other with my thumb on the same hand holding my phone. On my work phone, which is an iPhone 11, it might as well be an iPad mini because I need two hands to comfortably use it.
…Which they got rid of. Courage!
Problem is that, courage doesn't sell that well. iPhone mini had such underwhelming sales compared to the normal sized phone and the pro model. In fact more people bought the pro max (which was also way more expensive) then even the cheaper mini. It is clear that mini phones are enjoyed by an extremely vocal contrarian minority.
@@heroninja1125one factor there for me was the lack of pro cameras, the difference was huge with the pro in addition to the display. Either way I don’t think many people would have gone for a mini Pro since most are looking for bigger displays either way, but sells could have been a little better. Personally I went to Max and moved back to normal, didn’t try the mini as I want the best camera on my pocket.
@@heroninja1125 Yeah they had the courage to remove the headphone jack, airpods sold well for them eh
Multiple times I was ready to buy a 12" MB and when I got to the Apple Store changed my mind after using the keyboard. That keyboard was just awful. I could have settled for the rest, just couldn't get past that. Would have loved to see an AS version (with the better keyboard).
And Apple gaslit us for years by claiming the butterfly keyboard was great.
Now they can do it with the M1. They just have to put the scissor-switch keyboard instead of the butterfly one.
Apple Silicon was a huge swing that could have easily flopped, hard.
I love any good video about the MacBook 2015-17! Is the best MacBook ever and I’m still use my 2017 silver MacBook with 16GB of ram with macOS Big Sur
CANNOT believe its been 9 years
I’m afraid you have no choice.
The ultimate Luke Miani video--retrofit a 12" MB with apple silicon!
I think they could totally get away with stuffing an M1/M2 cpu inside the 12 inch macbooks body. With how efficient their processors are I dont see why not
“12” lives in my mind rent free”.
Me too Luke. Me too. 💔
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7:34 Did you think Macbooks could get thinner.. forever?
Yes absolutely. Each time they take away features and capabilities in order to make it thinner. I'm waiting for the day that they will have so much courage to take the keyboard away entirely. Who wants a keyboard? Stuffy business people with their spreadsheets! Don't need that screen either, you should buy our Vision Pro if you want to see anything. It will just be a sheet of painted aluminum with an Apple logo and people will wait in line to buy it. Don't forget to buy our FineWoven cover though, only $99 and will fall apart in a month.
@@username7763I would unironically buy that because that’s basically a smaller Mac mini
Touchbar was a risk that ended up being a stumble.
I bought a non-working 12" retina mb off eBay for $100 and replaced the keyboard thanks to your how-to's. It's been working fine ever since. Would love this same exact laptop with an extra usb-c port, a better keyboard and Apple Silicon so I can finally upgrade my Mac.
3:10 - The OG MacBook Air laughing at the 12" MacBook for being a failure.
Is the sponsor’s battery available outside US?
Apple failed at making a keyboard. They doubled and tripled down on the bad design. They went back to the same type of keyboard switch design that everyone else used... But able calls it magic. That level of hubris deserved to be humbled.
I’m have something. We need a Rosie Robot. Kind of like on the Jetsons. An appliance that goes around and cleans the house, and not just the floor. I mean the bathroom, the kitchen, the coffee table, waters the plants, cleans the windows and then goes and plugs itself in to the corner.
I’d pay up to 10k for something like that if it saved an hour of labor every day. It should have Siri and also play good sounding music like a home pod. It should get me a beer from the fridge, and put water in the dogs bowl.
Luke you also, have got to do a part-2, of this video where, you talk about Apple, Inc. taking risks with their desktop computers. Why two-years ago did, I buy a used space gray "trash can" Mac Pro 8-core/D-700/64GB/ 1TB SSD system? Because the design and features are, just so ...cool. It has four (4) USB "A" ports, six (6) thunderbolt-2 ports, two (2) Ethernet ports, and a HDMI port all in a futuristic looking design (smile...smile).
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the 12 inch macbook is my all time favorite laptop! pure marvel of invention !
imagine you rock that small thing in a bag, pull it out, pair it with a vision pro and it is literally the best computer ever!
Make a MacBook with modular parts. That would be adventurous for them.
It seems the boundaries are being pushed via M1, M2, M3, M4???, and as you mention the Vision Pro.. Can't wait to see what happens next. (and yes, I miss Steve and his form follows function manifesto.)
The problem is, they try something new, and everybody complains.
The MacBook pros are thicker now because everyone complained that the previous models sacrificed utility for aesthetics.
Do nothing. People complain.
So between the 3 of you, you just dont want people to say anything negative about Apple, even if they rob you blind (which they are) or sell you junk
@@matthewthesecondand I think it was the right move. People are finally going from their 2013 MacBook pros and upgrading to the apple silicon ones because they are actually functional devices.
Fax
The 11" macbook air was my workhorse. I pushed that thing to do things it never should have done and it worked perfectly for me. I miss how small and portable it was. My 14" macbook pro is a super computer, but man, I miss the 11" Air. The screen sucked, but besides that it was really good (for intel ugh).
still have it but no longer use it, i have moved to the 12 inch retina
What kinda demanding stuff could you do on the 11 inch air?
@@hyprocon7973Video editing.
@@hyprocon7973 I built apps using Xcode.
The MacBook isn’t a product I feel that needs anymore risks. I think it’s everything that Apple wants it to be. Thin, light, and powerful. The only risks I see Apple taking is adding their cellular antenna and software.
Apple Vision Pro is still in its infancy, and is the product that could take those crazy risks that Apple used to take. Making it ultra thin, light, minimal, but also powerful.
I still use mine today. It’s like an Uber netbook. Don’t ask too much if it and you will be more than happy as a travel machine. Can’t see me selling it.
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I loved my 12" MacBook, my 14" M3 pro feels like a brick compared to it. Update with a new chip add a usb-c port, lower the price (1300 dollar starting price in 2015) and you have a seller.
I’m hoping someone makes a conversion kit adapting a m1 air motherboard into the 12in MacBook. They did it for the G4 iMac with a m series mini motherboard.
A magic mouse that can be charged and worked with at the same time would be bold.
i think the Vision Pro will be seen in a similar light for a lot of its innovations despite some of the short comings
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No need for a 12 inch really. The chip would thermal throttle even faster and the 13 inch already feels like the perfect size. Any smaller and it wouldn’t make much sense as a work machine in my opinion.
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Apple to me make a paper thin MacBook Pro would be nice
If apple made a Macbook but with a better keyboard and Apple silicon, I would be tempted to buy it. I love my 13" macbook air M1 2020. it's beautiful and functional.
Resurrect Steve Jobs first.
Why do I feel like the 12 inch MacBook is getting so much talk this year
They should swap out their CEO. Jobs era was far more inventive, risk taking and gave so much more to the users than Cook era has. Now they just sell fixed spec soldered, glued up products that you either comply with or suffer in another way (with Windows, Android products, etc.)
Touchscreen on a usable full mac os?
Selling something with more than 8gb storage is a boundary that should be pushed.
Removable battery, changeable ssd and upgradable memory for start 😁
lol only of eu forces them XD but I wish
That's not risk taking ... that's killing their business 🤣
At the risk of being “Akh-Choo-Alleee”, when you’re talking about the original MacBook Air I think you say it was the first Apple laptop with a chiclet style keyboard - actually that I think was the white MacBook that replaced the iBook :)
Mine just died this month. SSD fault. I wonder wether to replace the SSD or the whole logic board.
Having recently gotten a 1st gen MacBook Air myself, I can attest to how groundbreaking that machine was. The unibody construction, multitouch trackpad and a design that would shape the future of the notebook industry, to name a few firsts, really set it apart. Yes, it's not super fast, but compared to the PowerBooks, for instance, it was worlds apart in terms of performance. On a side note, the polycarbonate MacBooks (black and white) were the ones to introduce chiclet-style keyboards to the Mac.
4:02 what Apple need to do is fix the desktop wallpaper, to extend cross 2 monitors without repeating the same image
This machine served me well for 6 years, and it still gives me "awe" every time I look at it or pick it up again. It was groundbreaking in terms of size and portability when I first picked it up - often loosing it among my stack of magazines, circa 2015 coffee table. I was, and still am, not a power user, so I never really noticed performance issues. I knew if I stretched it further I would run into problems. Agree with what you mentioned in the video, it was gave inspiration to what we have today.
For me Apple lost their courage when they dropped the iPhone mini.
My M1 Macbook air's hinge is making noise after I keep the laptop open for a long time .
Well this isn’t Apple Support lol
You should get it checked because it gets any worse!
I would like to see a pen phone, that’s right a phone which is in the shape of a pen, and you slide the side of the pen out to expose a flexible touch screen which locks in with rigidity after opening, then collapses again into the pen, and allows you to do complex tasks, simple tasks like dialing can be done with voice. Not much room for a battery in there though…
The 12” Macbook, walked so the MacBook Air m1 could run.
Next level challenge: Imagine being able to detach the screen from your MacBook Pro and use it as an iPad Pro. I.e. take your screen-free MacBook Pro, and pair it with the next level iPad. Run MacOS when paired, and iPad OS when used as an iPad. Use the MacBook keyboard and trackpad with Vision Pro just like you have already shown in a previous video. The biggest challenge will be to come up with a sexy attachment / hinge mechanism to pair the keyboard and iPad. One problem with this in my eyes natural evolution of the MacBook Pro is that it will cannibalise iPad sales...
Interesting idea. Don’t think apple would like replacing the sales of two computers with one. Besides. If that’s what you want there is the MS surface pro. Treysom even made one with an ARM chip
I'm in the Apple ecosystem since 12 years and I love it. MS surface pro.. haha - nah, I don't think so 😂😂😂
What did Baseus think about the Anker logo plugged into their battery bank in the ad spot? 🤣
With the Vision Pro, Apple is finally taking risks again. But I think we won't be getting another risky MacBook like the 12 inch MacBook anytime soon (unfortunately). Especially since the new iPads are rumoured to be thinner and lighter, while also bringing keyboard accessories to the table again.
Vision Pro is innovated but I for one have no interest in it.
I've owned half a dozen of these 12" Macbooks. 2015 and 2016s are junk. 2017s are kind of fun, but usable only for internet browsing and watching Luke on YT. Maybe make a new one with Apple Silicon chip, a touchscreen and a Bluetooth keyboard. Oh wait, that is an iPad.
How about upgradability and repairability
just picked up my m2 yesterday, switching to macOS for the first time and its been a good experience so far.
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For a 15 year old high school student do you recommend Microsoft Surface Pro 8 - 32gb - 1TB or Apple Macbook Air M3 - 8gb - 256gb?
That laptop is the apple chromebook
???
luxury chromebook, that's what i use it for, watching youtube on chrome
Apple dropping prices down to where they should be would be groundbreaking.
Would love to have modems and e sims for the MacBook Pros?
gestures like what the Ultraleap (fka magic leap) attempted years back. would bring spatial computing to mac
All I know is that you have an update to do on that mac at 3:36
They could improve the keyboard by fixing the loose feeling, wobbly key caps. This would also fix the way the backlight spills out from around the key caps, where a random few will have more than the others. Still better than most windows laptops, where most of the light comes out for around the keys, but they could easily be better
-Apple should update OSX to have touch capabilities and release the Apple Ipad pro with OSX.
-make the apple watch a stand alone phone that uses Bluetooth headphones with noise canceling mic's (they already exist)
-Virtual OSX that operates on a chip card the size of a bank card that has bluetooth, wifi 6, and sim card capabilities. (you just need to interact with a smart screen and the card connects you to a virtual OSX machine. (uses blue tooth peripherals)
- Siri home Ai and monitoring
They build an ecosystem, a standalone device is a no no!! They should update OSX for a lot more than just the touch capabilities!
I felt like they lost their courage for innovating MacBooks when they abandoned the Touch Bar before giving it a chance to catch on. They didn’t even integrate it across the entire product line. Just a few models received it. Developers thought, “why bother if only a small percentage of users have it?” And Apple was like, “OMG it didn’t catch on immediately, kill it like it never existed!”
Could have something to do with the 2010 Dodd-Frank Wall Street Reform and Consumer Protection Act, and they can’t easily take risks in taking risks.
Man, they got burned so hard with the 2016 redesigns that they're playing it safe for a while.
"Failed" Apple products that led to something great: Apple Lisa--->Macintosh...Apple IIGS--->Power Macintosh...Macintosh TV--->AppleTV...Newton--->iPhone/iPad...G4 cube---> Mac mini...20th Anniversary Mac/Molar Mac--->iMac...iPod Nano 6--->Apple Watch...12" MacBook--->M2 MacBook Air...Trashcan Mac--->Mac Studio (did I leave anything out?)
I wish they'd come out with a 12" with 120Hz OLED, M3, up to 32GB RAM, 2TB storage, CELLULAR, and killer speakers.
Do NOT want or care for touch, since this would run MacOS. This would be the ultra of ultrabooks and probably fully decked out would be $2800+. But (IMHO) it would be worth it!
I returned my 12” MacBook after about 2 hours of using that keyboard…
Can totally believed the 2015 MacBook convinced Apple to make their own CPUs… As soon as I picked up and used a 2020 M1 Air, I thought “ah, so this is what the 2015 MacBook was supposed to be like!”
Luke Miami, this is the 7th week in a row you’ve made a video talking about the 12” macbook
The Touch Bar was pretty innovative, if they had put it above the function row instead of replacing it I think it might still be around. Even adding it to their Magic Keyboard would be cool for those of us who actually liked using it. It's not for everyone and doesn't have too many use cases... but that's what people said about the iPad, just being a big iPhone and now it's carved out a niche. I saw renders a while ago of a keyboard with touch-buttons, that would be a neat way to support multiple languages or macros or something.
Just discovered your channel yesterday, and I love the in-depth content and the way you look back on the pros and cons. Keep up the good work!
Vision pro is going to fail hard like all VR fails ! I bet you're back to checking messages with your smart phone, doing work on your laptop and watching movies on your TV, and only use your vision pro once a month when you think about how much it cost you.
I vote now that the MB and the iPad are running the same silicon, how about a detachable iPad MBP...
Detach the ipad from the base activates the touch screen and brings up the grid of icons UI etc...
Attach the keyboard / extra battery base and do pro laptop work
I think a happy medium would be best. They continue to bring out solid non boundary breaking products, but offer a risk taking boundary breaking version as well. It can be used as a halo product that boosts their image while at the same time the tech can flow in the other less risky products.
Hi Luke, thanks for all your videos. Don’t you think that the AVP is precisely the kind of product you say Apple is missing?
How about the rumored 20“ foldable tablet?
with all the extra bare space on the sides of the air, they could fit a num pad
A large part of the drive for thinness came from Johnny Ive which brought both good and bad to the table. So many people hated the thinning out of the MBP and are so happy we finally have it back to its more "chunky" form factor as it can accommodate those higher-end chips and bigger batteries the Pro has. Let the Air and rumored SE models be the place where Apple plays around with thinness and new designs.