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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, 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

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By CubicleDilbert on 6/12/2012 4:16:41 AM , Rating: 6
Thanks for the flowers, calling me a moron.

Maybe you should take a 101 course in physics and physiology before shouting out such drastic insults.

You just don't get it and I am giving up, arguing probably with an Apple fanatic.

The required resolution of a device always depends on the maximum capabilities of the human eye. Beyond that it is a waste of technology and money.

You don't seem to understand this basic concept and why an iPhone 4 perfectly needs 300dpi because it is just right before your eyes. And why an iPad 3 needs 225dpi because it is further away and why a laptop only needs 150dpi because it is an armlength away.

In the football stadium you need only 0.001 dpi for a perfect huge LED panel, because you are 100-200 yards away.

Just calling someone a moron because you don't understand the fundamental basics of physics just makes everyone else understand what you are: an idiot.

Wish you a nice day... thanks. >:-(

By Mitch101 on 6/12/2012 5:18:25 PM , Rating: 2
Apple needs the retina screen to hide the subliminal messages it feeds to its users.

By mead drinker on 6/12/2012 6:35:36 PM , Rating: 2
Ummm... I use my laptop at distances that are an arm length away very few times but use it at distances that you would define as "ipad" or "iphone" proximity. I can hardly think of the occasions when my laptop is sitting neatly on a desk and I am roughly 16" from it. Laying in bed watching streaming content or surfing the web, closer. Perched on a media cart while I stand and hover almost over it, closer. On one hand acting as a stand, closer.

I shoot and edit footage for a living, opening a 2K file at 1:1 and having all of the panes in an editing suite on the bottom and sides of the program window is pretty priceless. Also the ability to show my client what a ~3K vs 2K output would look like and their best efforts to locate pixels as their noses crush my screen sells the services of my Red Epic even more. Then I get to tell them that the camera shoots 5K. For me its a difference maker.

By TakinYourPoints on 6/12/2012 7:32:25 PM , Rating: 2
You'll be able to run full 1080p video in video editing software while also keeping the full editing and media management UI on screen. That is pretty great.

By TakinYourPoints on 6/12/2012 7:30:08 PM , Rating: 2
+6 for a post justifying the argument that going over 96 DPI doesn't matter on a desktop display.

Its nice to see the editors here also have their heads in the sand.

By inperfectdarkness on 6/13/2012 1:45:20 AM , Rating: 2
The fact that this gets a 6 is probably the most hilariously outrageous thing I've ever seen on DT.

He's making ARBITRARY judgments about the lengths you view said screens from. I sit no more than 18" from my 15.4" laptop screen, and sometimes closer. I can clearly see aliasing in my desktop icons on a 1920x1080p screen.

Is he correct that "retina dpi" varies on viewing distance? yes---but he's hardly correct at making arbitrary judgments on what those DPI should be...based on some random figure for viewer distance.

This guy should be DOWN rated, not UP rated for this comment.

By Shadowself on 6/13/2012 5:31:45 PM , Rating: 2
Obviously YOU (and the person who gave you a 6) NEVER heard of things like "edge effects" and "vernier resolution" and "sensor [human eye] motion affecting perceived resolution" and "super resolution effects of multiple frames".

Don't be so naive. Go look things up. The "one arc second resolving power of the human eye" has been debunked time and time again.

One very simple example can prove this --- and it is purely digital and not at all an analog system like the human vision system:

At worse than 1 km resolution sensor resolution the old GOES satellites easily create an image of the bridge crossing Lake Pontchartrain (and have for many, many years). AND NO ONE will ever try to claim that bridge is even close to 1 km wide. I believe at its widest point is is 150 or less feet wide across the spans -- WAY under that 1 km (about 5%).

By your reasoning, the old GOES satellites should never be able to show that bridge, but they do all the time.

And that is only one effect that shows up and proves simple systems can perceive (and record) higher resolution than that stupid yardstick of 1 arc minute on which you are relying. In some tests by the U.S. military they have shown that some people can perceive effects as small as 1/30th of that 1 arc minute resolution.

You may not be a moron, but you do need to think beyond the simplest of terms. You need to understand more than just the fundamentals and basic concepts -- and so does that person who gave you the 6.

Oh, and as a physicist who has worked on everything from designs for our nuclear fleet to designs for imaging systems for satellites, I DO KNOW THE FUNDAMENTAL BASICS OF PHYSICS!

By inperfectdarkness on 6/14/2012 2:18:42 AM , Rating: 2
THIS deserves a 6.

"People Don't Respect Confidentiality in This Industry" -- Sony Computer Entertainment of America President and CEO Jack Tretton

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