Apple's Laptop Unveiling a Dud

Dennis Faas's picture

Just a day after we reported the expectation that Apple was about to reveal a new line of cheaper but still very sleek laptops, the Cupertino-based company has disappointed many with little more than updates to its already semi-popular line of Mac notebook computers.

In recent days, excitement has ramped up over what was expected to be a cheaper but still very unique brand of Apple laptop computers. Even the competition got caught up in the fervor; Microsoft exec Brad Cook went on the record to announce that even if Apple sliced prices (which even he expected Apple to do), the cost of adding features like Windows (additions Cook called the "Apple Tax") would make the computers more expensive than expected.

Well, it appears Cook was right about one thing: these things aren't (really) getting any cheaper.

Yesterday, Apple CEO Steve Jobs, COO Tim Cook, and a number of other Cupertino execs made their way onto a stage in front of a number of excited reporters to pitch this: upgrades. Two new MacBook Pro models will soon be revealed (a 2.53 GHz model for $2,499 and a 2.4 GHz model for $1,999), along with a new MacBook made of aluminum like its Pro big brother. The shiny new MacBook will range in price based on specs from $1,299 to $1,599. (Source:

All of those prices are well short of rumors that a laptop line in the $800-$1,000 range would be unveiled by Jobs on Tuesday. Given the recent economic instability and uncertainty, Apple had the opportunity to make some good, good friends this Christmas. However, it doesn't seem drastic price reductions were ever in the works after all.

Two new MacBook Pro models will make gamers happy, at least. One version features an integrated graphics unit that offers above-average performance, while another includes a separate GPU that critics speculate will offer incredible visuals. Now all those gamers need is a more impressive Mac games library.

Perhaps Apple just doesn't see the need to reduce its prices. With an 18 per cent market share and the company's piece of the pie getting larger all the time, it seems Jobs and friends expect a declining economy to take a bite out of the competition instead. (Source:

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