All good things come to an end. So it is with thinner, lighter, and faster. Mac, iPhone, and iPad are going to be faster, but thinner and lighter no longer dominates Apple’s designs as it did in the Steve Jobs and Jony Ive era.
Apple’s recently released iPhone 11 models tell the tale and set the standard for the future. Pragmatism rules at Apple. iPhone 11 Pro and Pro Max came a little thicker and a bit heavier but with much longer battery life.
Which would you prefer? An iPhone that looks and feels the same as the last model but has five hours longer battery life? For the same money? Or, a new iPhone that was negligibly thinner and lighter than the previous model?
No brainer, right?
We saw the same thing take place when Apple announced the Mac Pro. Yes, it comes with a much larger professional price tag, but nobody is complaining that the Mac Pro is more form than function, especially when compared to the old cylinder can model.
What about the Mac?
Personally, I don’t think Apple is moving quickly enough to keep the Mac on top of the PC world– where is Face ID? Yet, the old thinner and lighter keyboard that caused perhaps tens of thousands of Mac customers to yearn for something with a Dell keyboard is history in the latest MacBook Pro– more akin to the Magic Keyboard for iMac.
Apple admitted its mistake without an actual admission, and customers get a tried-and-true keyboard they can love.
See how that works?
Form often topped function during and after Steve Jobs second coming at Apple. Remember that titanium Mac PowerBook? Not a good material for a device that attracted fingertips.
Apple’s entire history has instances where form and function did not align. Remember the gooseneck iMac around the turn of the century; the one with the circular base? Mac360– with Mac OS X Panther Server– started life on one of those iMacs. Apple believed in Think Different™, thought different, then moved on.
Not that far into yesteryear is the notorious Apple Cube; a brilliantly beautiful desktop Mac that CEO Steve Jobs loved and customers did not. Form over function only lasts so long.
So, goodbye thinner and lighter keyboard. A keyboard that customers love is better. Goodby thinner and lighter iPhones. A longer lasting battery is more important. Goodby beautiful trash can Mac Pro? Professionals want a beast and they’re willing to pay for it.
Jason Snell called the new MacBook Pro “a repudiation of the ‘Ive Doctrine.’” Indeed. Pragmatism rocks.