Apple’s formula is showing

Watch the MacBooks “practically disappear” (video)

From CNET’s “Every time Apple says ‘This is the thinnest and lightest MacBook EVER’ (2006 – 2021 supercut)” posted Monday:

Apple has been unveiling new MacBooks ever since Steve Jobs announced the first MacBook Pro in 2006. And the company continues to make its PCs thinner and lighter each year. Here’s a supercut of each big MacBook reveal starting with the original.

My take: It must take discipline to stay on message for so long.


  1. Fred Stein said:
    Look at the 24 inch iMac. You can imagine a 24 inch MacBook… if you’re crazy like me.

    But there’s more, Apple has already committed to TSMC’s 3nm process with “.. 3nm process yields 30 percent and 15 percent power consumption and performance improvements over the 5nm process.”

    Less power means smaller batteries, fans, etc.

    May 11, 2021
  2. Fred Stein said:
    How Apple do it?

    They relentless remove sw bloat, optimize sw performance, and deprecate i/o ports.

    Almost no one appreciates this effort, and the mental discipline.

    May 11, 2021
  3. David Emery said:
    In my view, the laptops have gotten anorexic, losing functionality in the pursuit of thinness.

    May 12, 2021

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