Is right now really the moment for Apple to launch new laptops?
Next week I’ll be with Josh at Apple’s new laptop event in Cupertino, and I’ll be up front about it: I’m pretty stoked. I’ve been holding off on buying until the next major MacBook or Pro revision — which I thought would come in January at Macworld — but this is clearly it. (Granted, there’s no knowing how long it’ll be until the new laptops ship after next week’s announcements.)
Now look, laptops are a big deal. For most users, laptops more often than not represent one of the most expensive devices they own, TV aside — but unlike a TV, most people are apt to replacing their laptop every couple of years. And when it comes to product cycles for laptops, a couple of years is sometimes how long it can take to get one out the door: next week’s new machines probably got started shortly after the Air, likely in 2006 or even 2005. In other words, these machines got started well before we knew things would be headed as far south as they’ve gone.
So now that we’re neck deep in the worst financial crisis in decades, now that consumer spending is nosediving, now that hoarding is displacing buying, now that even high-flying VCs are getting nervous and battening down the hatches, I have to wonder: is this really the right moment for Apple to launch new laptops?
Probably not. Granted, there’s no turning back on a launch planned years ago, and people will always need computers (as long as the lights don’t go out, anyway). But the interesting thing is that Apple has an important new shot to make here: this is the most opportune possible moment for them to take on the booming netbook / lower-cost laptop market, a segment that will only balloon in size in the years to come as consumer spending continues to hemorrhage. The $2,000 pro market won’t go away entirely — but it certainly won’t be a growth area as larger numbers of buyers are starting to worry more about foreclosure and eviction than whether or not they can upsell for the ExpressCard slot and extra three inches of screen. Guess we’ll see next though; and hey, if nothing else, at least we can set all the doom and gloom aside for a few minutes while we geek out on Steve’s dog and pony show.
Co-founder of


I’m looking forward to seeing what they have coming out. The rumor shots of the new cases look interesting but I question the keyboard design. It might be a real bitch to replace the keyboard after the warranty runs out. I have been holding out for years and my old Powerbooks are getting a bit long in the tooth. They’re still good machines but I am dying to buy something faster. Still, even if I can afford it I won’t be buying one of these right away. I want to see how they perform and what complaints people have. Also, I want to wait for these to show up in the refurb store. I’ve come to the conclusion that it’s worth the wait to save the bucks. Also, Applecare is a must.
I think its safe to say that the netbook market is still in its infancy anyhow. So even with the bad economy looming, Apple should do alright in that market. They could wait, but I think they want to make there stance in the market and worry about booming sales later. Either way the Apple fans will buy one if they really want it.
Steve’s policy has always been to innovate through a recession. Remember 2001′s iPod? Apple gains ground in a stagnant market.
Companies must continue to innovate. Sitting on the sidelines will protract the downturn. Having said that, I wonder if the prices of the units on Tuesday will mirror the internal pricing strategy a month ago.
I don’t think we’ve seen the aggressively priced products alluded to in Apple’s last conference call. Perhaps these notebooks are it. We’ll see. Regardless, Steve’s position is clear: Innovate your way out of slumps (whether your own or the economy’s, I’d imagine).
I for one can’t wait and am planning an getting one as soon as the cash is saved up (which will hopefully be by year’s end). The credit crunch hasn’t affected me much, quite frankly and trying the best that I can to get out of debt, and stay that way.
I’m not interested in buying anything with credit, and if I were, I would probably already have a MacBook. Needless to say, the patience looks like it will have paid off after next Tuesday.
Looking forward to the live-blogging from Engadget (en español, it loads faster).
Sales will dip, but a company can’t survive it simply saves money. They have to keep revenue going or they’ll die. The best thing they can do is offer a really cheap laptop model in response to this economic crisis. Thing will invariably get bad, but they can soften the blow this Christmas season. There will still be people out there needing a new laptop, regardless where the economy is at.
I think part of the problem is that this may be shaping up to be more than just another downturn. Still, I agree that Apple needs to steam ahead even if it’s a gamble. As Ryan says above in his post, they started these updates some time ago. To not release these new machines doesn’t make sense although I have no doubt that sales are going to be down.
Damned if you do, damned if you don’t.
Given the economy, perhaps its the perfect time for Apple to release a cheap laptop.
I think Steve has been pretty upfront about not wanting to compete at the micro-margin level of the $499 desktop / $599 laptop. It’s a bloodbath down there. But if he can deliver an $800 machine differentiated enough (e.g. still cool), he might have a winner for Christmas, economy be damned.
[...] Block, former editor of Engadget, raises a good question in his post about whether or not this is a good time for Apple to release new laptops in light of the economic [...]
I highly doubt Apple will enter the netbook market. It’s just not their thing. Apple has always positioned itself as a premium brand. Netbook just don’t fit into that image.
[...] Former Engadget editor Ryan Block more or less wonders the same thing in asking if the time is really right for Apple to be launching new expensive laptops. While, as he notes, the wheels for the new machines were set in motion long before Apple could have known the current economic situation, Block wonders if now wouldn’t be the perfect time for a netbook — a cheap sub-laptop computer — rather than new MacBook Pros. [...]
Netbook is a near zero margin product, therefore Apple will (and should) stay miles away.
New laptops? Absolutely!
You kinda answered your own question. If Apple has been working on new designs for years, what could they possibly gain from waiting to release new models? I mean the bulk of the expenses are R&D right? So it’s not like they can go back and unspend that money, might as well get whatever they can.
Or maybe they’re optimism is as eternal as mine and they believe the economy will bounce back within 6-10 months like I do.
Time is always NOW.
Apple is about NOW.
We are all about NOW.
It’s NOW.
Get ready to spend your money. We must move forward.
Why wait?
Now is the perfect time to release a new laptop. Looking forward to get a nenew MacBook Pro.
I can definitely see Apple getting into the netbook market. This is the perfect opportunity for them to introduce a sub $1000 notebook. Apple’s strategy is all about the mobile future whether it relates to the Macbooks, iPods or iPhones and in all of these product segments Apple has put in the efforts to have more affordable products for the mass market. This would be the perfect time for a sub $1000 netbook.
I’d think it’s even worse for Android. Convincing the mass market to take on a whole new platform right now is not something people are going to be into.
[...] an October 14th event where Apple would announce their new laptop line. Former Engadget editor, Ryan Block, 9 to 5 Mac and Digital Daily – again, to only name a few – ran with the [...]
“Steve’s policy has always been to innovate through a recession. Remember 2001’s iPod? Apple gains ground in a stagnant market.”
QFT. And the first Apple retail stores opened on May 2001.
maybe steve is just trying to sell some computers to make some money because he hasnt eaten in months! look at him hes a stick!