backtop


Print 111 comment(s) - last by Smilin.. on Jun 18 at 6:26 AM

Apple is looking to make its ultrathin product line the models to beat amid tougher competition

It's that time a year again.  Love it or hate it, Apple, Inc. (AAPL) no industry player is perhaps as much of a showman as this Cupertino company.  P.T. Barnum once remarked, "Without promotion something terrible happens... Nothing!"

Apple tirelessly promotes itself year-round. But, of all the events on Apple's yearly calendar, one name has come to dominate in recent years -- the Worldwide Developer Convention.

While much of the attention, as always if fixated on the company's iPhone/iOS announcements, at this year's WWDC 2012 keynote address Apple also announced a slew of new additions to its personal computer line, including the release of its new version of OS X, OS X 10.8 "Mountain Lion", new MacBook Pros/Airs (and maybe even new iMacs...waiting on that).

Here's a taste of what new Apple CEO Tim Cook offered up:

I. Laptops

i. MacBook Airs (11-/13-inch)

Of all categories laptops are a place where Apple is most competitive in terms of cost versus deliverables versus its rivals.  While Apple has delivered on certain fronts (e.g. small form factors with the Mac Mini), it's hard to deny that there's a big "Apple Tax" on Mac Pro desktops.

Laptops are a place where that "Apple Tax" is largely a case of you get what you pay for.  Apple has long competed with another pricey player -- Sony Corp. (TYO:6758) to deliver the thinnest, lightest, most full-featured ultrathins.  Now with ultrabooks coming from a slew of other companies, Apple has to put on its 'A' game.

At the 2012 WWDC keynote Apple announced new 11- and 13-inch MacBook Airs.  The new designs pack a new dual-core 1.7 GHz (11-inch) or 1.8 GHz (13-inch) Ivy Bridge third-gen Core i-Series CPU from Intel Corp. (INTC), up to 8 GB of DRAM, and up to 512 GB of NAND flash storage in the SSD-driven designs.  

The base configuration comes with a 64 GB (11-inch)/128 GB (13-inch) SSD and 4 GB DRAM (both).

The new Airs also add USB 3.0 support to the two onboard ports that grace either side of the laptop (legacy USB 2.0 support is also maintained).  The USB 3.0 inclusion isn't exactly glamorous, but it at least fills in a long criticized lack in Apple's line.  A 720p FaceTime camera is also added, for those who use Apple's video-chat service.

The bad news for those Apple fans who have been blasting laptop makers for their "garbage" "low-resolution" displays, is that Apple is sticking with its low-resolution 1440x900 pixel LCD units in the MBA line (but wait, there is a silver lining, read on) -- not even bleeding edge by its own standards.  Unlike many upcoming Windows 8 designs, there's still no touch on the screen -- for better or worse.

There's also no discrete graphics, MBA owners will have to make due with integrated HD 4000 graphics from Intel.  The 11-inch starts at $999 USD (filling the slot once occupied by the defunct MacBook) and the 13-inch starts at $1199 USD.

ii. MacBook Pros (13-/15-inch)

Next up is the MacBook Pro refresh.  

Apple first unveiled a 13- and 15-inch models -- relatively ho-hum designs, with 1280x800 and 1440x900 pixel (respectively) displays and new Ivy Bridge CPUs.  The pair start at $1199 and $1799 a pop, respectively.  The 13-inch has 2.5 and 2.9 GHz dual-core CPU options, while the 15-inch model's processor options are bumped to 2.3 and 2.6 GHz quad-core chips. 

The base configurations comes with 4 GB DRAM and a 500 GB HDD.  The new Pros are 0.95-in. thick and weigh 4.5 and 5.6 lb, respectively.

An upgraded 17-inch model was not mentioned, it's possible Apple is eliminating that SKU.

iii. "Next Generation" MacBook Pro (15.4-inch)

But wait -- Apple packed a surprise -- a much more impressive single new entrant into the MacBook Pro line.  Tim Cook teased, "With the MBA, the team did something bold. There were aggressive in embracing new tech. They also got rid of stuff that was trending out. That enabled them to do something bold. So we've been asking the team to think about what would make the next gen MBP?"

"Want to know the answer?  You want it to have a killer new display. You want an architecture built for the future, you want it to be light. You want it unlike anything else.  Want to see it? Let's show it now.  The most beautfiul computer we have ever made."

Remember those dashed "Retina Display" hopes with the Air?  Well Apple is including an incredible 15.4-inch 2880x1800 pixel display on its high-end laptops.  So MBP gets double the resolution, while the MBA gets a miniscule bump.


MacBook Pro's flagship model indeed received a Retina display. 

Tim Cook remarks of the new screen on the 'Pro, "The pixels are so small that your retina cannot discern them."

Among the apps promised to make good use of that impressive resolution are Apple's own Mail, Safari (browser), iMovie, iPhoto, Aperture, and Final Cut Pro.  Apple's frienemy Adobe Systems Inc. (ADBE) is also offering HD Photoshop, while AutoDesk, Inc. (ADSK) is giving the high-resolution treament to its AutoCAD app.

For the gamers out their Activision Blizzard, Inc. (ATVI) Retina display Diablo III was briefly demoed.

The new "Next Generation" 15-inch MacBook Pros are also as thin as the Air (0.71 in.) and only weigh 4.46 lb.  What's more they also feature GeForce GT 650M graphics (1 GB GDDR5) from NVIDIA Corp. (NVDA) (Kepler chip).


This new super-ultrathin packs up to a 768 GB SSD (yes, you read that right).  It gets the same 7 hour battery life as its lesser 'Pro brethren, despite its 220 ppi screen.  The discrete graphics remain unchanged, but it supports an upgrade to a 2.7 GHz CPU and support for up to 16 GB of DRAM.  Bluetooth 4.0 is onboard.

The base configurations comes with 8 GB of DRAM, a 256 GB NAND SSD, and a 2.3 GHz quad-core chip.  That variant costs $2199 USD, a cost Apple promises is due to all its custom components like "asymmetrical fans" and other ultrathin oddiities.

All the new laptops are available immediately to ship, according to Tim Cook

II. OS X 10.8 "Mountain Lion"

Microsoft Corp. (MSFT) has received much criticism (including from Apple) for boldly importing pieces of its mobile operating system du jour (namely the Metro UI bits) into its upcoming Windows 8.  In many ways Apple is following a similar approach, bring onboard more iOS-like features, after first opening up the App Store expansion Mac App Store.

That said Mountain Lion's new features mark slightly less of an extreme makeover than Microsoft's arguably, and thus should be a bit less of a system shock to veteran users (though on the flip side potentially passing on the benefits of a more extreme redesign).

Mountain Lion
[Image Source: HD Wallpapers]

i. Yay Cloud

Craig Federighi previewed the new OS.

Apple claims that there are 65 million Macs in the wild, with 26 million of those on OS X 10.7 Lion.  Humorously Apple bragged that its own OS outsold Windows 7.  Of course it's talking about percent adoption within its drastically smaller user base, but in Apple's world it's the "fastest"* selling operating system in history (*=some restrictions may apply).  So take that, reports of slowing OS X Lion adoption.

Mountain Lion brings iCloud integration.  Apple has added "Documents in the Cloud" to iCloud, which allows you to use Pages, Numbers, Keynote, Preview, and TextEdit options to present or edit your content on the go.

The new OS also supports cloud data backup (AirPlay mirroring) when its in "sleep" mode.  The process is done silently and power-efficiently, according to Apple. 

iCloud backup
Airplay mirroring [Image Source: The Verge]

ii. New Apps

The new OS introduces 3 new apps -- messages, reminders, and notes -- whose purposes are pretty self-explanatory.  Apple also has integrated dictation with a Siri-like icon into Mountain Lion.  It even works, as Apple humorously notes in Microsoft Word.  

Mountain Lion new apps
OS X 10.8 Mountain Lion also introduces 3 new core apps. [Image Source: The Verge]

Then there's the notifications -- a feature some disliked in preview builds. (Apple has added the ability to turn them off at least.)  Sharing has also been made easier with Apple's GUI offering many options such as Twitter, Facebook, AirDrop, or Message.

A new build of the Safari browser is also onboard with unified search (like Google Inc.'s (GOOG) Chrome).  Apple claims Safari is faster than Firefox 13, Chrome 19, and Internet Explorer 9 in JavaScript.  There's a couple new additions to the browser like iCloud tabs (syncs your mobile tabs) and Tabview, which allows easy zooming in and out.

Other new features include the "Gatekeeper" security app, offline reading lists, Mail VIPs, LaunchPad Search, and more -- 200 in all by Apple's estimation.  Apple is also looking to woo Chinese buyers with freshly added Baidu.com, Inc. (BIDU) support and an improved Chinese dictionary.

iii. Availability

Apple is releasing Mountain Lion next month for $19.99 USD.  The license is good for installing on any supported existed (Apple) system.  For those buying the aforementioned fancy new laptop designs, they will receive a free bump to Mountain Lion, so early adopters won't be burned (not that $20 USD is a big deal after you've ponied up $2200 USD for that new MBP).

Sources: Apple, The Verge



Comments     Threshold


This article is over a month old, voting and posting comments is disabled

RE: STILL 1280x800?!
By TakinYourPoints on 6/11/2012 2:48:12 PM , Rating: 2
The 13" MBP is the worst laptop Apple sells. You get a worse display than the MBA and mechanical hard drives instead of an SSD. What you get in return: a useless optical drive. Screw that, if you want a 13" laptop then the Macbook Air makes so much more sense.


RE: STILL 1280x800?!
By corduroygt on 6/11/2012 3:17:00 PM , Rating: 2
It's easy to upgrade the mechanical hdd to a cheap SSD, and the processor/GPU are faster on the 13" pro. The ideal laptop would be a 13" pro with retina display and standard 2.5" hdd that can be self upgraded.

Still, the screen is the biggest problem with the 13" pro, and unlike a HDD, it's not really user upgradable.


RE: STILL 1280x800?!
By TakinYourPoints on 6/11/2012 3:22:58 PM , Rating: 2
Upgrading the SSD is an option, but it isn't ideal given that you're adding a couple extra hundred dollars to something with an inferior screen and larger/heavier chassis. The tradeoffs aren't worth it to me. I myself upgraded to a 512GB SSD on a laptop I bought last year, but if I was buying new I'd be completely open to something thinner and lighter that doesn't use common commodity parts.

Eh, the 13" MBP just isn't very good, especially since the MBA is right around the same price.


RE: STILL 1280x800?!
By corduroygt on 6/11/2012 3:28:06 PM , Rating: 2
I'd get the MBA, but the $300 premium to go from 128GB to 256GB is atrocious, and the hdd upgrades for the MBA aren't cheap since it's not a standard 2.5" form factor.


RE: STILL 1280x800?!
By steven975 on 6/11/2012 3:44:24 PM , Rating: 2
Well, the screen on the MBP is worse, and better.

You step down in resolution, but you get an IPS panel. The Air is a TN panel...good panel, but still TN with all the limitations that entails.

Still, I chose the MBA and don't regret it, though I should have sprung for the 256GB SSD. With Win7 and OSX, it's less free space than I'd like.


RE: STILL 1280x800?!
By aliasfox on 6/11/2012 3:41:38 PM , Rating: 2
The 13" Pro doesn't have an IPS panel, just a really really good TN panel - the MBA panel might be better in resolution, but isn't quite as good when it comes to gamut or brightness.

The only reason the 13" Pro is around is for people who want a 'full featured' laptop to play their DVDs on. At $1200, it's not much more than what they were thinking about spending on whatever else is available from Best Buy, and it still looks lighter/sleeker than the 15.6" 7 lbs machine they were looking at. Remember, these are people who are perfectly fine with 1366 x 768 base level screens.

Sadly, these people also make up the vast majority of the retail market, so Apple can't really afford to cut them off yet. That said, I bet there's a lot of price/demand elasticity and they could drop the entry level machine to $999 and get much higher take rates (but probably not the 2x needed to make it worth the price cut).


RE: STILL 1280x800?!
By TakinYourPoints on 6/11/2012 4:33:30 PM , Rating: 2
They all use TN+ panels. Really good ones: http://www.anandtech.com/show/5113/apple-15inch-ma...

In any case, the 13" MBA screen looks much better than the 13" MBP side by side.


RE: STILL 1280x800?!
By TakinYourPoints on 6/13/2012 5:18:33 AM , Rating: 2
The new 2x res MBP does use IPS displays. Ugh, must resist....


RE: STILL 1280x800?!
By GulWestfale on 6/11/2012 4:59:04 PM , Rating: 2
i bought a 13" air about two months ago; it seemed like a better deal than the lower-res, heavier 13" pro.

today's update does not make want to buy a new one, a higher-res facetime cam (seldomly used) and USB 3.0 are not enough to make me spend ~1500 bucks again.
the new high-res pro does look interesting, but not at that price. guess i'll wait for next year's refresh.


“Then they pop up and say ‘Hello, surprise! Give us your money or we will shut you down!' Screw them. Seriously, screw them. You can quote me on that.” -- Newegg Chief Legal Officer Lee Cheng referencing patent trolls














botimage
Copyright 2014 DailyTech LLC. - RSS Feed | Advertise | About Us | Ethics | FAQ | Terms, Conditions & Privacy Information | Kristopher Kubicki