The Envelope Trick: Tim Cook Reveals Why Steve Jobs' Simple Act Was a Game Changer

The Envelope Trick: Tim Cook Reveals Why Steve Jobs' Simple Act Was a Game Changer

In a world where tech presentations are filled with flashy graphics and intricate details, sometimes the simplest acts make the biggest impact. This was certainly the case when Steve Jobs, the legendary co-founder of Apple, introduced the MacBook Air in a way that left an indelible mark on the tech industry. Recently, Tim Cook shed light on why this seemingly modest act was a game changer, further cementing Jobs' legacy as a master of innovation and marketing.

The Iconic Unveiling

During the Macworld Conference & Expo in January 2008, Steve Jobs took to the stage to introduce a product that would revolutionize the laptop market. Instead of a conventional reveal, Jobs pulled a manila envelope from under the podium. As the audience watched in anticipation, he pulled out the MacBook Air, showcasing its ultra-thin design. This moment wasn't just a clever marketing stunt; it was a demonstration of Apple's commitment to innovation, elegance, and user-centric design.

Why the Envelope Trick Mattered

1. A Powerful Visual Metaphor:

• The envelope trick was a powerful visual metaphor for the MacBook Air's portability and thinness. It instantly communicated the laptop’s unique selling point in a way that words alone could not.

2. Simplicity and Surprise:

• The act of pulling the laptop from an everyday office item underscored its groundbreaking thinness and portability. It was simple yet surprising, making it a memorable moment that stuck with both consumers and the media.

3. Strategic Marketing:

• This move exemplified Apple's strategic marketing approach, focusing on creating memorable experiences and emotional connections with their audience. It highlighted Apple’s flair for theatrics and effective storytelling in product launches.

Tim Cook's Perspective

In a recent interview, Apple CEO Tim Cook reflected on this iconic moment, explaining why it was more than just a gimmick:

• Innovative Spirit:
• Cook emphasized that the envelope trick embodied the innovative spirit that drives Apple. It was a testament to how Apple thinks differently, not just about technology, but also about how to communicate its value.
• Attention to Detail:
• Cook noted that Jobs' attention to detail extended beyond product design to how products were introduced to the world. The envelope trick was a deliberate choice to showcase the culmination of Apple's design philosophy.
• Legacy of User Experience:
• According to Cook, this moment underscored Apple’s commitment to enhancing user experience. By highlighting the MacBook Air’s thinness and portability, Jobs showed that Apple was focused on creating products that truly added value to users' lives.

The Lasting Impact

The envelope trick did more than just introduce a new product; it set a precedent for how tech launches could be conducted. It showed that sometimes, the simplest acts could have the most profound impact. This moment has since been studied in marketing and business courses as a masterclass in product introduction.

Conclusion

Steve Jobs' envelope trick during the MacBook Air launch was more than a clever gimmick; it was a strategic move that showcased Apple's innovative spirit and commitment to user experience. As Tim Cook reflected on this iconic moment, it became clear that such simple, yet powerful acts have a lasting impact on the tech industry and beyond. This act was a game changer, not just for Apple, but for the way technology is presented and perceived by the world.

Here are some videos on youtube that discuss Tim Cook explaining why Steve Jobs pulling the first MacBook Air out of an envelope was a huge moment for Apple:

• Steve Jobs Macworld MacBook Air by Robert Andrews
• Steve Job's Goodbye Speech by dvmadeeasy
• Steve Jobs Insult Response - Highest Quality by Jonathan Field
• Is Jeff Bezos Really That Approachable #wealth #jeffbezos #celebrity #entrepreneur #ceo by 10g Colin
• Steve Jobs Secrets of Life by Silicon Valley Historical Association
Laptop.

Apple wants to undermine sales of ultrabooks, cheaper MacBook Air

If such classes as "tablet", "netbook" and "notebook" are abstract names by some types of computing devices, sharing common properties, belongs to the class of ultrabooks private companies - Intel and Apple, although the company from Cupertino, in fact, are only responsible for the development of the concept, promoting its ultra-thin laptop MacBook Air. And, as the owner of a whole class, Intel is trying to establish its own rules and standards of this forced to compete with the computer on the operating system OS X.

As it became known, Apple sent to their supply chain needs to suppliers on price, intending to make this summer's review of its notebooks, including the line of MacBook Pro and MacBook Air. This situation has caused concern producers ultrathin laptops. The main pressure on the market ultrabook comes from the value of their prototype - MacBook Air, since Apple wants to reduce the cost of current models on the eve of the launch of new, eroding demand for similar solutions from other vendors.

According to sources, in June, "EIR" will undergo a number of changes. They do not affect the external design of machines and will be exclusively internal. It is a new line of computer processors used in the MacBook Air. The exhibition CES 2013 Intel will introduce the fourth generation Core processors, code-named Haswell. That they have to be part of the updated Apple laptops 2013 release.

Since the main advantage of Haswell is the increased level of energy, their use will make the design of laptops even thinner and increase the rate of battery life. Another advantage of the new chips are built-in graphics core, which saw the most marked increase in performance over previous generation processors.

In 2013, Apple plans to ship 17 million notebook MacBook Air and MacBook Pro.

Hours MacBook Air and MacBook Pro dropped after installing OS X Mountain Lion

Some owners of MacBook Air and MacBook Pro have complained that after installing a new operating system, Mountain Lion laptops were quickly discharged when running on battery power.

According to numerous reports on the official forum support Apple, after installation of the platform OS X 10.8 Mountain Lion laptops began to work significantly less than with the previous system OS X Lion: the battery life has decreased by ten percent, and in some cases has decreased by about half.

Go to Forum Apple, dedicated to this issue, on Monday there were over 450 messages. Members talk about the high temperature of the CPU's idle computer, in addition, in some cases, significant energy consumption, even in sleep mode.

This is not the first time such an effect due to the use of the new OS for the last time. Immediately after the release of OS X 10.7 Lion last year, some owners of MacBook also faced with a reduction in battery life of their computers.

As long as Apple refuses to comment and intends to conduct its own investigation, one of the websites created a poll on the subject, influenced by whether the update on your computer. The survey has gathered 35 000 people.

17.6% of those who voted in the affirmative ("Yes, the difference is visible"), 17.3% - a negative ("After installing Mac OS X Mountain Lion battery life has not changed"). Another 13% reported that it does not have to install a new OS, and 6.5% were unable to determine whether there were any changes in the battery. However, the vast majority (45%) preferred to first learn the results of the survey before answering.

Another approximately 100 people chose the option "I have decided this issue and will share in the comments" were made with a variety of assessments. First of all, it was about using Wi-Fi and Skype, which rapidly discharge the battery.

New MacBook Air work for half an hour longer than promised

In early June of this year, Apple announced the updated  laptop MacBook Air. The new ultra-thin machines are based on processors Intel Ivy Bridge, Equipped with high-speed USB 3.0 interface and the promise of up to 7 hours of battery life. In fact, according to the publication OSXdaily, Apple does not disclose all the features of the new "eir": computers capable of working offline on a half hour longer.

 

According to the information resource, a 13-inch version of the MacBook Air can achieve striking eight and a half hours of "autonomy" in the performance of typical user tasks. Bloggers held a series of tests, 13-inch model, and then published a table of battery life the new Apple-computers in the performance of certain tasks.

The battery life MacBook Air 13 ":

8:25 - screen brightness by 40%, backlit keyboard is 50%, work on the Internet via Safari without Flash, work with text in TextWrangler applications and Pages.

6:45 - screen brightness by 70%, backlit keyboard is 50%, work on the Internet via Safari without Flash, work with text in TextWrangler applications and Pages.

5:33 - screen brightness by 80%, backlit keyboard at maximum brightness, use "heavy" programs.

4:15 - the screen brightness to 100%, backlit keyboard is 100%, uses a lot of "heavy" programs: a browser Google Chrome (with the integration of Flash-engine) and 25 tabs open, edit photos in Pixelmator, the use of six gigabyte RAM, connected an external monitor.

3:40 - screen brightness by 80%, a typical use of software, active work with Wi-Fi (16GB download data at speeds of 1.2 Mb / s).

Thus, MacBook Air release in 2012 show more than decent results. Therefore, anyone who is prepared to buy a new "EIR", just does not have to worry about how much he can survive away from the wall outlet.

MacBook Air 2012: SSD faster than 217% over the previous generation

Has anyone said or thought that the new MacBook Air in 2012 , marketed since last June 11, are virtually identical to its predecessor? If with regard to aesthetics, nothing has changed in the last year, for ultrabook of Cupertino, we can not say the same thing for the hardware characteristics.

 

A new MagSafe connector 2, the introduction of USB 3.0 ports, upgrade to the new Intel CPU Ivy Bridge, installation of a FaceTime HD camera, the expansion up to 8GB of ram, and using multiple SSD capacious and fast changes are certainly to be reckoned with in the replacement of your laptop.

We have already seen, in the classical charts Geekbench  2012 as the new MacBook Air has achieved an improved performance by about 20% over the previous generation, at least in a purely computational point of view. But how will the SSD mounted in this new model? This question has tried to answer osxdaily  that, through specific tests using the Disk Speed ​​Test utility available for free in Mac App Store , has revealed some very interesting results.

 

In addition to the two images presented in this article, you show the freeze frame of the maximum speed reached by the two generations of SSD, we present below the results of the last three generations of MacBook Air:

• MacBook Air SSD 2012 : write 364MB/sec, 461MB/sec read
• MacBook Air SSD 2011 : write 152MB/sec, 145MB/sec read
• MacBook Air SSD 2010 : write 157MB/sec, 188MB/sec read 

Therefore, amounting to 217% with respect to the SSD MacBook Air that will surely make you feel even daily use of OS X Lion Mountain Lion before and after. Interestingly, the SSD mounted in the new MBA 2012, the Toshiba TS128E, while in the two previous models it comes to Samsung components.

In view of these results, you will change your "old" MacBook Air with the new model? Or the performance of previous generation are still more than satisfactory? by

The latest Macbook Pro and Macbook Air comparative evaluation (13 inch)

Attracted a lot of attention this week, Apple 15-inch retina Macbook Pro, followed by the latest 13-inch retina Macbook Pro and Macbook Air will also be listed, if you decided to buy a 13-inch Mac notebook, Pro and Air between the choice is very difficult, especially for their price is also $ 1,199. From 10 key points to analyze the Pro and Air, allows you to easily decided which one to buy.

13- inch Macbook Pro

Weight: 4.5 pounds

12-inch Powerbook G4 from 2003

Intel processors in 2006, released 13-inch polycarbonate Macbook

2008 aluminum one Macbook and the abolition of the FireWire port

2009 re-add the FireWire 800 port + SD card slot, and renamed the Macbook Pro.

Since then, the design remained the same, the slightest change in addition to the processor and integrated graphics.

2012 Intel's latest Ivy, Bridge, (Ivy chip) + HD4000 integrated graphics.

13- inch Macbook Air

Weighing 2.96 pounds

First released in 2008, light with

2010, released a 11-inch lightweight Macbook Air

2011 years ago, has always insisted on a small form factor + low-power, using the Core Duo processor

Late 2011 to switch to low-power ULV Sandy Bridge processor

The latest Air uses Intel Ultra Low Voltage The Ivy processor + HD4000 integrated graphics processor clock speed is slower than the Pro.

Round one: the CPU

Pro 2.5GHz dual-core Intel Core i5 processor, the Core frequency the accelerated up 3.1GZ, 3MB L3 cache.

Air reasons because of the ultra-low power, 1.8 GHz dual-core Intel Core i5 processor, Turbo accelerated up to 2.8 GZ, 3MB L3 cache.

Results: The Pro wins.

Round two: GPUs

Both use the Intel Core i5 processor + HD4000 GPUs have.

Results: tie

Round 3: RAM

Both are 4GB, can only meet basic needs.

Results: tie

Round 4 : hard

Air is Apple boasted four times faster than the ordinary hard disk of 5400 RPM's Apple's solid-state hard drive, 128GB of memory of the regular edition is only enough for basic use, general users need extra money to buy a hard disk.

Pro is another apple small rotation type of hard drive (you can also optional SDD solid state drive), the regular edition 500GB.

Results: The Pro, wins

Round 5 : monitor

Air 1440 * 900 resolution, LED backlight, the screen shining.

Pro uses a 1280 * 800 resolution, wider color gamut and dynamic range, the general application is not better than the Air than the Air, but the encounter colorful pictures, videos, etc., have obvious advantages.

Mainly rely on users prefer the fine resolution or color display.

Results : tie

Round 6 : Interface

The latest Air configure high-speed Thunderbolt interface, two 3.0 interface, audio interface, re-design of the MagSafe charging port, SD slot.

Pro: In addition to the above interface, Pro, FireWire 800 interface, two Gigabit Ethernet interfaces and the old charging port. Traveling without the extra to buy a charging adapter.

Results : The Pro, wins

Round 7 : CD-ROM

Pro there are double-layer DVD 8x speed CD-ROM, while supporting the CD player. Air has no optical drive.

Results : The Pro, wins

Round 8 : Weighing

In basically the same premise, the notebook is naturally the lighter the better. The Air 2.96 Pro 4.5 pounds, the Air victory.

Results : the Air wins

Round 9 : battery life

Air 50Whr battery life (about 7 hours), Pro 63.5Whr battery life.

But because the Air uses ultra-low voltage processors, both in the wireless Web test can be up to 7 hours battery life, screen was semi-bright, open WiFi, search the Internet. Ordinary users to use the day is no problem.

Results: tie

Round 10 : Upgrade Space

Pro and Air in FacetTime HD camera, audio interface, backlit keyboard, touch screen on par, so we look into the hardware upgrade up.

Pro Turbo speed can be upgraded to 3.6Ghz (Air up to 3.2Ghz), memory can be increased to 8GB (Air may also increase to 8GB), you are free to choose to install the regular hard drive or Apple's own solid state drive, hard disk can be increased 1TB (Air maximum increased SDD512GB).

Air DRAM chip is directly soldered to the motherboard (Pro with the standard SO - DIMM slots); Air only supports Apple's own SDD solid state hard disk, Pro, support for solid state drive and hard; Air rely mainly on custom SDD module, Pro Support for any standard Sata drive. A few years later, you can upgrade to Pro to a better configuration, but the Air die.

Results: The Pro, wins

Finally, we conclude that the space of Pro CPU, hard disk, interface, CD-ROM, upgrade all aspects of winning, the Air has obvious advantages in terms of weight, the other four aspects of a tie, so decided to buy Which Macbook good judgment.

Just remember, based on past experience, if you do the work contains a large number of visual requirements of the Air high resolution and can not compensate for the limitations of the color saturation. So the time to buy more from their own reality, you will regret less.

First benchmarks of new models of MacBook Pro and MacBook Air

No sooner had Apple announced the updated lines of notebook MacBook Pro and MacBook Air, as the first results of testing of these computers in the benchmark Geekbench 2. This test is conducted by the publication of Primate Labs, evaluates the performance of the processor and system memory.

 

The list of models includes 15-inch MacBook Pro with the display Retina and processor Intel Ivy Bridge with a frequency of 2.3 GHz or 2.6 GHz and 15-inch MacBook Pro with the chip at 2.3 GHz and 2.7 GHz. Also tested was attended by 13-inch MacBook Air with dual-core processors at 1.8 GHz and 2 GHz and 11-inch version of the MacBook Air processor at 1.7 GHz and 2 GHz.

In the category of MacBook Pro won the model without display Retina with quad 2.7 GHz (12,303 parrots), it is almost 14% faster than the equivalent in 2011. At the same time, 15-inch MacBook Pro with the Retina screen and processor Intel Ivy Bridge with a frequency of 2.6 GHz with its 11 844 points is only slightly inferior to the leader of the ranking.

 

As for the test notebook MacBook Air, is leading a 13-inch model with a dual-core chip, Intel Ivy Bridge at 2 GHz and 11-inch version with the same CPU, scored 7007 points and 7004, respectively.

 

Of course, synthetic tests do not give a complete picture of the performance of "poppies" in the real world, moreover, Geekbench 2 practically does not evaluate such an important component, as the work of the graphics subsystem. However, given the test results quite without interest.

Still the MacBook Pro with Retinal Display has been exposed from iFixit

The same fate of the MacBook Air 2012 , involved the unreleased MacBook Pro Retina Display that you are "undressed" before the tools iFixit shows us, again, their internal structure, piece by piece. Screw after screw, component after component, the case of the new ultra portable Apple ultra resolution emptied completely and showed all the engineering behind such a product.

 

A structure that suggests the difficulty and quality design that will certainly affect the price of this notebook and it opens the eyes of those who think only a straightforward assessment of the hardware components without calculating the studio that is behind it.

 

Reminding you that you can find all the images on the official site iFixit , we analyze what are the most important components of this product. The main plate, with a very particular form, shows in red the CPU, the Nvidia video card in orange and green in the Rams ( of course the colors were added using photo editing software ).

At a glance you can see that, as happens in the MacBook Air, it's all soldered directly onto the motherboard, including the ram and flash drive, precluding any kind of intervention by non-experts. This structure does not allow it to upgrade the ram, nor that the SSD, you should therefore think carefully before purchasing a product like this.

 

Such a structure, more than desired is due, the minimum thickness of the product could not otherwise allow. But such a solution has also advantages that translate into higher performance thanks to direct contact of the main components with the motherboard.

Noteworthy too is the dissipation system that will play an important and difficult in this new MacBook Pro with Retinal Display. All this, as clear from the upper floors of Cupertino, has been designed and built by the same, without the cooperation of outside producers.

iFixit hardware dismantling the new MacBook Air 13-inch 2012

Punctual as always, this time perhaps even slightly earlier, here are the boys of the famous site iFixit get their hands on the new 13-inch MacBook Air introduced at last keynote held at the Moscone Center in San Francisco. New MacBook Air, which in appearance looks the same in all respects to the previous generation, contains within it a completely renovated and upgraded hardware.

 

Not only new cpu, more ram, ssd and more component, but also a 'superior expandability thanks to the new USB 3.0 ports, to the Thunderbolt and the new FaceTime front camera can capture video at 720p. We see the main features / innovation of this product directly from iFixit revealed, while the complete disassembly, we refer to their website .

 

Regarding the capacity / battery model we were presented with the same product in 2011, therefore, not surprising that the range is unchanged from the previous model (which is quite low). Also with regard to the form SSD there have been major changes (separately for the capacity) at the level "aesthetic / structural", but apparently this time have been used should ensure that the new SandForce superior performance.

Another change concerns, as we already mentioned in the opening article, the part of the connections made by the new USB 3.0 port and the new MagSafe power connector 2. Going back inside, however, we find a renewed microphone to ensure optimum speech recognition that will be introduced in the new OS X Mountain Lion near the exit.

 

What you see in the picture above is probably the heart of everything. Highlighted in red are the new Intel Core i5 CPU-3427U 1.8 GHz, the orange 'E201B953 SLJ8B Intel Platform Controller Hub, the yellow' Thunderbolt DSL3510L Intel controller, a small green in the Texas Instruments TPS2561 dual channel power switches and to finish Linear Technology LT3957 Inverting the blue converter.

It is hoped that iFixit has fully satisfied your curiosity about the new MacBook Air 2012. Now you can proceed to a more informed purchase or upgrade.  by

Video of WWDC 2012 Conference is available for download in HD-quality

Video of the special event Apple, dedicated to the presentation of operating systems  iOS6  and OS X Mountain Lion , and a newgeneration of laptops MacBook Pro and MacBook Air , is available for download. This event opened the annual conference for Worldwide Developers Conference 2012.

 

The leading twenty-third on account of the conference WWDC, and the first after the death of Steve Jobs, Tim Cook has, CEO Apple. Video recording is available for free download and view on their computers or television consoles, Apple TV.

• Apple Keynotes 1080p
• Apple Keynotes HD
• Apple Keynotes

On the eve of Apple  has published links  to view the video of the event. At WWDC 2012, we saw something not seen from Cupertino for a long time - namely, sense of humor! The lights went out, and instead of the traditional appearance on the stage the head of the company appeared on the screen an intelligent assistant Siri.

When Cook arrived on the scene, the audience was already warmed up. But the general lingered on the scene a short time - a couple of minutes showed a video in which the company paid tribute to the application developers around the world.

Then executives Apple, replacing each other on stage, talked about pricing MacBook Air and MacBookPro, the benefits of Retina Display in a notebook, features OS X Mountain Lion, and the incredible number of new features in iOS 6, and even showed a racing game.

In conclusion, the scene reappeared Tim Cook, smiling broadly. He spoke with more passion than the previous two events, where he also served as CEO Apple - Presentation of the new iPhone 4S and the iPad.

Finally, Cook said: "In fact, I can not think of a better cause, for something worth getting up out of bed every morning."

Video of the presentation iOS 6, OS X Mountain Lion and the new MacBook is available for viewing

A few hours after the completion of a special event Apple, dedicated to the presentation  iOS 6 , OSX Mountain Lion  , and upgrade computersMacBook The company published the links to view the video of the event.

Opening of the Worldwide Developers Conference WWDC 2012 keynote Apple chief Tim Cook took place on Monday, June 11. First, according to tradition was announced some statistics, designed to reflect the success of Cupertino. The store applications App Store has 400 million accounts, 650, 000 applications, of which 250,000 - for the iPad, the total number of downloads exceeds 30 billion

Almost immediately after that Phil Schiller introduced a newline of MacBook computers , transferred to the processors Intel Ivy Bridge. New MacBook Air received a 2-core chips with up to 2 GHz and 3.2 GHz mode Turbo Boost, up to 8 GB of RAM and SSD of 512 GB. Among other features - USB 3.0 and FaceTime-camera with a resolution of 720p. Sales of notebooks began June 11, the initial value of 11.6 "model starts at $ 1000, and 13.3" version can be purchased at $ 1,200.

Upgraded and laptops MacBook Pro, they also have processors Ivy Bridge: 13 "version - a dual-core chip, and 15" - 4-core speeds up to 2.7 GHz, the ability to install up to 16GB of RAM. An innovation was the graphics NVIDIA GeForce GT 650M with 1GB VRAM and increased productivity by 60% compared to the previous generation. Cost of 13 "MacBook Pro models start at $ 1,200, and 15-inch - from $ 1800.

The big event was the announcement of a brand new model - MacBook Pro next generation . The company has embodied in it a new vision of what should be a portable computer. Apple calls it the best "poppy seed" of the people she has ever created.

A distinctive feature is the fact that he has almost no ports, and the shell thickness of 1.8 cm, ie, corresponds to the widest part of the MacBook Air. The weight of the device - little more than 2 kg. The device is equipped with a display Retina, which at a diagonal 15.4 "has a resolution of 2880 × 1800 pixels, that is 220 pixels per inch. Technical characteristics of the whole performance was repeated 15 "model MacBook Pro, except for replacing the HDD to the SSD of up to 768 GB. The base model will cost $ 2,200 with a 256 GB SSD, 8 GB RAM and 2.3-GHz dual-core processor.

The next announcement - OS X Lion Mountain . The main innovation - deep integration iCloud. After logging into your account is setup and synchronization of all applications that support this technology. Among the new applications submitted messages, reminders and notes, and cloud synchronization has been extended to the documents. The company has integrated new notification center section, which contains system messages and notifications. The next important innovation was the voice typing, which is available now even in Microsoft Word. The cost of the update to OS X Mountain Lion with Lion and Snow Leopard - $ 20.

Was presented and the expected new version of the mobile platform Apple. Demonstration iOS 6 Scott Forstall spent. In iOS 6 also has been introduced 200 new features, starting with the technology of Siri, which has improved functionality and an expanded database of sports, cartography, filmography (with the ability to search and view the trailer). Another important feature - a deep integration of Facebook, of which there were a lot of rumors so. Social service is built literally everywhere, along with Twitter. Among the functions of telephone text mode appeared to answer an incoming call with the preset messages. Was implemented as the mode of "Do Not Disturb."

Improved features FaceTime, which can now make video calls, not only through a network of Wi-Fi, but also through cellular communication. Respond to calls FaceTime can be from any device with a customized user account - iPad, iPhone, Mac or MacBook Pro when a call comes in on the iPhone. Renewal was also subjected to a browser Safari, which occupies, according to Apple, two thirds of mobile traffic. There iCloud tabs and lists for Offline and Full Screen Reading view in landscape format.

As anticipated in the rumors, Apple introduced its ownmapping service instead of Google Maps with support for turn-based navigation to determine the most convenient routes, taking into account traffic and road surface, with the integration of Siri and excellent 3D-display mode of cities of different points of the globe.

Video of the conference WWDC 2012 will be available for download through the  official channel  of podcasts Apple in the coming hours. Some users are experiencing problems with downloading large files via iTunes immediately after presentation Apple, so you can watch it on  a special page of Apple , however, in the worst quality.

Download Presentation iOS 6, OS X Mountain Lion and the new MacBook [in]

See also (results WWDC):

See also:

Download iOS 6 for iPhone, iPod touch, iPad, and Apple TV [the developers]

Apple has released MacBook Pro with Retina display 2880 x 1800 pixels

Apple introduced the MacBook Air and MacBook Pro based on Ivy Bridge and USB 3.0 support

Apple introduced Mountain Lion OS X 10.8 with more than 200new features will be released in July

Apple showed the 3D-map for iPhone, iPad and iPod touch on iOS 6

Apple introduced the MacBook Air and MacBook Pro based on Ivy Bridge and USB 3.0 support

According to rumors at the same time operating system OS X Mountain Lion, Apple released the updated model notebook MacBook Air and MacBook Pro. New computers are based on processors Intel Ivy Bridge and are equipped with high-speed interface USB 3.0.

MacBook Air is traditionally represented by four models with a screen diagonal 11.6 "and 13.3": the basic configuration of the 11.6-inch version includes a 1.7 GHz processor, 4 GB of RAM and a SSD-drive capacity of 64 GB, from which the older model has doubled amounts of disk space - 4 GB and 128 GB respectively. Upgrading the line MacBook Air 13,3 "looks similar way: two models with 1.8 GHz processor, 4 GB RAM, plus 128 SSD or 256 GB.

As for the line MacBook Pro, then the updated models are also working on new processors Intel Ivy Bridge. 15-inch model comes with a processor with up to quad-core Core i7 processor with a clock frequency of 2.7 MHz (turbo mode up to 3.7 MHz). She also received up to 8 GB of RAM and graphics NVIDIA GeForce GT 650M.

Like the new MacBook Air, MacBook Pro ports were USB 3.0. Recommended for the U.S. price starts at $ 1799 for 15-inch model. MacBook Air also go on sale today, also at the following prices:

• 11.6-inch, 1.7 GHz, 64 GB - $ 999
• 11.6-inch, 1.8 GHz, 128GB - $ 1099
• 13.3-inch, 1.7 GHz, 128GB - $ 1199
• 13.3-inch, 1.8 GHz, 256 GB - $ 1499

Revealed features of the new MacBook Pro, MacBook Air and Mac Pro

Newspaper 9to5Mac few hours before the start of the conference was made available to Apple specifications updated MacBook Pro laptops, MacBook Air computers, and Mac Pro. The company is expected to provide new computers at the Worldwide Developers Conference WWDC 2012.

 

If you believe the source, the Mac Pro computers will receive the following characteristics:

• configuration of a 4-core processor, 3.2 GHz, 6 GB RAM, HDD 1 TB, ATI Radeon 5770.
• Configuration 2: 12-core processor, 2.4 GHz, 12 GB of RAM, HDD 1 TB, ATI Radeon 5770.
• Server configuration: 4-core processor, 3.2 GHz, 8 GB of RAM, two hard drives for 1 TB.

MacBook Pro notebooks will equip the following way:

• 13.3 "(1): 2-core processor, 2.5 GHz, 4 GB of RAM; HDD to 500 GB.
• 13.3 "(2): 2-core processor, 2.9 GHz, 8 GB of RAM, HDD 750 GB.
• 15.4 "(1): display Retina, 4-core processor 2.3 GHz, 8 GB of RAM; HDD 256 GB.
• 15.4 "(2): the display Retina, 4-core processor 2.6 GHz, 8 GB of RAM; HDD of 512 GB.
• 15.4 "(3): the display Retina, 4-core processor 2.7 GHz, 16 GB of RAM, HDD on 768 GB.

Ultra-thin MacBook Air laptops will be available in the following configurations:

• 11.6 "(1): 1.7 GHz processor, 4 GB RAM, SSD 64 GB.
• 11.6 "(2): 1.7 GHz processor, 4 GB RAM, SSD of 128 GB.
• 11.6 "(3): 2.0 GHz processor, 8 GB of RAM, SSD of 256 GB.
• 13.3 "(1): 1.8 GHz processor, 4 GB RAM, SSD of 128 GB.
• 13.3 "(2): 1.8 GHz processor, 4 GB RAM, SSD of 256 GB.
• 13.3 "(3): 2.0 GHz processor, 8 GB of RAM, SSD of 512 GB.

Apple resolves patent teardrop design of the MacBook Air: ultrabook market at risk?

A robust patent by Apple on Tuesday for the particular design "drop" the MacBook Air may cause several problems to those manufacturers Ultrabook attempting to replicate both the look and portability of laptops from Apple , so thin and light.

 

The presentation of the patent on the design of the MacBook Air from Apple can literally revolutionize the market Ultrabook, among other things still in infancy. The U.S. Patent and Trademark Office, in fact, had a design patent covering the so-called form "drop" , introduced for the first time on the line MacBook Air computer company in Cupertino.

Despite the patent itself is very meager as to details, usual occurrence with respect to patents on design, graphic illustrations shown are representative rather than exhaustive and as the houses of the MacBook Air is different from the current PC ultra-light . The lack of descriptive text, moreover, could give even more power to the patent because it places no limit on items that the patent can go to play.

 

In reality, the patent just presented could be important if Apple decides to pursue legal action against the laptop that resemble, in design, the MacBook Air, and which are provided on the market by the end of this year .

SSDs RunCore Rocket Air SSD compatible with laptops Apple MacBook Air

The company RunCore, specializing in the production of SSD , SSD presented for ultrabook and laptops MacBook Air. Novelty was the name of the Rocket Air SSD.

 

The special features RunCore Rocket Air SSD manufacturer considers the small size and high performance. A device that uses flash memory such as MLC NAND, in size about half that size 2.5-inch SSD without a body: its dimensions are 108,9 x 24 x 3,2 mm.

The drive is compatible with computers, MacBook Air, issued by the second half of last year. Available storage capacity of 120 and 240 GB. To connect to the host interface is SATA 6Gb / s. Read speed up to 500 MB / s write - 300 MB / s. In drives implemented encryption of information on the AES algorithm with 128-bit encryption.

The new Mac models with Retina-display will rise in price by $ 100

Displays Retina, which Apple, rumored to be planning to equip a new generation of computers MacBook Pro , MacBook Air and iMac , increase the value of these products, According to Cnet, citing the research analyst for DisplaySearch, Richard Shima.

 

According to experts, the transition to high-resolution screens will cost the empire of Steve Jobs by an average of $ 100 more expensive than current displays.

Apple launched a promotion with the release of Retina iPhone 4, and then they appeared in the new tablet iPad, is now the turn of a Mac. Industries have to follow the innovations of the company, which continues to raise the technological bar.

According to analyst DisplaySearch, 15,4-Retina inch screen with a resolution of 2880 x 1 800 pixels will cost $ 160 compared to $ 68, which have to pay for today's LCD panels for MacBook Pro with the same diagonal. 13.3-inch displays for the MacBook Air will rise in price by $ 65. Their resolution is 2560 x 1600 pixels. The average density of screens in the updated laptops will increase by 100 pixels per inch, compared with current models.

Currently, the basic model, 13 -, 15 - and 17-inch versions of the MacBook Pro costs $ 1199, $ 1799 and $ 2499. For 11 - and 13-inch MacBook Air company asks $ 999 and $ 1299. Well, 21 - and 27-inch iMac are priced at $ 1199 and $ 1699 dollars. The observer does not rule out that Apple may take on additional costs for new displays. Or a California corporation compensates for the increased cost reduction of costs for other components.

Because Apple is planning a Worldwide Developers Conference WWDC 2012 in San Francisco from 11 to 15 June, the likelihood that the company is announcing a new generation of computers at this event is quite high.

HP introduced the MacBook Air an exact copy of Windows 7

Hewlett-Packard Company has released ultrabook that looks strikingly similar to the MacBook Air, says Cnews. According to observers, the design of the HP Envy Spectre XT repeats the appearance of ultra-thin notebook Apple, which has become the unofficial standard for a new category of laptops.

 

By analogy with the new MacBook Air dressed in full metal body wedge shape - the thickness of the device is reduced to the leading edge. Overall thickness is 14.5 mm, 2.5 mm less than the "apple" machine. Interestingly, HP has introduced a form factor as soon as Apple has a patent on this design. In Cupertino still silent on the matter.

HP Envy Spectre XT is equipped with 13.3-inch display with 1366 x 768 pixels, comes with 4 GB of RAM and a SSD-drive capacity of 128GB in the base (or in the extended 256 GB). The claimed battery life of up to 8 hours from the interfaces, which can offer the user a new model: Wi-Fi 802.11 a / g / n, Bluetooth, Intel Wireless Display, Gigabit Ethernet, USB 3.0 and HDMI.

 

The laptop boasts four built-in speakers and technology Beats Audio, a manufacturer equips with the latest models of computing systems, as well as the presence of keyboard illumination. HP Envy Spectre XT will be complete with Intel Core third generation, code-named Ivy Bridge, and 64-bit operating system Microsoft Windows 7 Premium. Sales in the U.S. is scheduled to begin June 8. The cost of the base configuration is $ 999.

At the request of journalists to comment on the similarities with the MacBook Air HP representatives said that this similarity is the result of technology development, rather than the fact that designers drew inspiration from Apple.

Notebook manufacturers go behind Apple abandon optical drives

Apple consistently refuses to optical disc drives in their computers based on Mac OS X. To date, the "apple" product line has two computers- MacBook Air laptop and a miniature Mac mini - do not have this component. Steve Jobs' company is confident that the software distribution online services these days was better than the physical media.

According to some reports, in 2012, Apple plans to eliminate the optical drive and the default configuration of the MacBook Pro laptop new , making it optional. The same assumption is consistent with the message of the discontinuation of a 17-inch MacBook Pro update , as you know, equipped with an optical reader 8x SuperDrive with slot-loading.

As it became known to DigiTimes, the major laptop manufacturers - Hewlett-Packard (HP), Dell and ASUS - are planning to follow the example of Apple. They're going to release laptops with screens 15-inch and more that will be devoid of internal CD-ROM drive.

Exit "non» MacBook Pro is expected in the current quarter. Implementation of the plans of other companies will depend on how the new product will meet the market Apple. If the new MacBook Pro «not go," that other vendors will adjust their plans and return to models with optical drives, said a source.

According to information received by DigiTimes ODM-partner, by removing the DVD-ROM drive, producers can make Windows-laptops are thinner than 1 mm, and $ 20 cheaper. On the one hand - a little bit, but on the other - many people are becoming aware of the fact that from the "optics" it's time to give up. So let the producers will make their move, and the reaction of buyers will show whether it was timely.

Apple is trying to patent the shape of the notebook

Apple has filed a patent application, which wants to secure the rights to the shape of the notebook, thinning to one of the edges.

 

In the application described in "wedge-shaped body" (obviously, it is a form of cross-section), to which is fastened with hinges cover. Wedge shape affects the perception of a laptop user, giving the impression of a thin and light device. It is a form of the notebook Apple MacBook Air, shown in the second illustration. According to preliminary data, the form will inherit the MacBook Air laptop Apple MacBook Pro a new generation.

 

Wedge shape can be found in laptops from other manufacturers, such as ultrabook ASUS Zenbook UX31, shown in the third illustration.

 

We can assume that patenting wedge-shaped, Apple expects to protect their products from imitation on the part of manufacturers ultrabook.

Another interesting patent, which expects to Apple, describes the technology changes the brightness of the display such as OLED. While none of Apple device displays of this type are not used, but they are considered a leading candidate to replace liquid crystal displays and already fairly widespread in mobile devices. Virtually the exclusive manufacturer AMOLED displays is digging Samsung.

Stocks of MacBook Pro 15"scarce: the new model coming?

Already a few days ago we told you about the possible launch plan, developed by Apple for the next generation of MacBook Pro  which will be released, according to some sources, during the period between June and July. New news from several vendors, confirm that stocks of MacBook Pro 15-inch starting to run low, pointing out that Apple is finalizing the production of the existing model to be able to launch in the coming weeks, the new generation of MacBook Pro , you should call the increasingly popular line of ultra-slim MacBook Air.

Some of the most important dealers of Apple products in the United States in recent days are also making the depletion of some models of MacBook Pro chain J & R, for example, has sold all models from 15 "to 2.2 GHz, which are completely depleted , while the version 2.4 Ghz must wait for the order of the product, no longer present in the warehouses.

In addition, Best Buy has stopped accepting online orders for home delivery of the 2.4 Ghz model. Ultimately, if you look at most major retailers MacBook Pro in the United States, between 40% and 60% of these models have sold out 15 " . A fairly clear signal that something is moving, just as happened a few weeks ago for the iPad.

Apple, therefore, would be ending production of the old model to increase that of the new generation that, in all probability, will be equipped with the new Intel chips and Ivy Bridge will have a totally new design , very similar to that of the MacBook Air appreciated.

The plans would be those of the giant of Cupertino not to renew the whole line at once, but leave before the 15-inch model (which should take precedence because it is the most widely used model of professional equipment), equipped with processors Intel Core i7 -3820QM and Core i7-3720QM and HD 4000 graphics , running the new 13-inch model followed finally by the 17-inch, all by the end of the year.