THE FU­TURE OF THE MAC

Apple Magazine - - Summary -

The new MacBook Air re­ally does pack its punch and brings the en­tire Mac fam­ily bang up to date. Be­cause of its fo­cus on the MacBook and MacBook Pro lineup in re­cent years, both of which now sport sim­i­lar thin de­signs, many spec­u­lated that the MacBook Air was dead but Ap­ple clearly thinks there’s life in the old dog yet. It’s hard to know for sure who Ap­ple is tar­get­ing with the new MacBook Air, as it doesn’t of­fer the power of the Pro and is priced sim­i­larly to the MacBook, which it­self was mar­keted with the tagline “thin­ner takes all” ear­lier in the year. The de­vice is, how­ever, a great en­try point into the Mac, and of­fers a stun­ning screen and de­sign and en­vi­able se­cu­rity fea­tures that we’d like to see brought into the rest of the Mac lineup in the com­ing years.

The pric­ing of the new Air - now start­ing at $1,199.00 com­pared to its pre­de­ces­sor’s $999 makes it as ex­pen­sive as the new MacBook and al­most as ex­pen­sive as the Pro, tak­ing away the op­tion of a sub-$1,000 note­book. Sup­ply chain part­ners are re­port­edly skep­ti­cal about the de­vice’s per­for­mance, but only time will tell whether the model will per­form well in the runup to the fes­tive sea­son.

How­ever many units it sells, one thing is clear: the MacBook Air looks stun­ning, is greener than ever be­fore, and is a pow­er­ful, ca­pa­ble ma­chine, tak­ing the Mac lineup into a new era. It’s a clear sign that Ap­ple hasn’t aban­doned its Mac­in­tosh range, and that it still val­ues cre­at­ing ma­chines that em­power cre­atives to work harder and smarter. If in­no­va­tions in the Mac con­tinue in this man­ner, the fu­ture is set to be very ex­cit­ing in­deed...

Im­age: Shan­non Sta­ple­ton

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