2001 PowerBook G4

Even by Steve Jobs’s standards, the unveiling of the PowerBook G4 was a masterclass in marketing. After he cracked a wry smile and quipped that there was “one more thing,” the letters “Ti” flashed on screen as a clue. Jobs then explained that while Apple’s notebooks have “the power,” its rivals have “the sex.” “We want both!” Jobs declared, to laughter from the audience.

That could mean only one thing: “a totally new PowerBook… our first G4 PowerBook.” AirPort-ready, with a built-in DVD drive and a five-hour battery life, this thing meant business.

“But what about the sex?” Jobs asked. Well, the PowerBook G4 had plenty of that. At one inch thick and weighing 5.3lb, it was a thing of feather‑light beauty. And that wasn’t all. “Ti” made a return to the screen. “What is this?” asked Jobs. “Titanium. It’s made out of titanium, like the spy planes!”

And how did it stack up against the sexiest notebook around at the time, the Sony Vaio? Well, the PowerBook was $50 more expensive, so what did that get you? Jobs laid it out: the PowerBook had a 52% larger screen, but was still 15% thinner; it had a more powerful chip; its battery life was far superior (five hours versus two); and the Vaio was made with magnesium (“last year’s material”) as opposed to the “spy plane” titanium.

But the biggest cheer came for a design touch. “As you can see,” said Jobs, “we turned the logo around so when it opens, the logo’s right side up!”

The public reaction is probably best summed up by Ars Technica’s John Siracusa, who wrote at the time: “It’s faster and more capable than my desktop computer. It weighs about as much as my keyboard. I want one.”