There would be many variations on the Apple II, including the ill-fated Apple III, the upgraded Apple IIe, and the Lisa , the first commercially available PC with a GUI and mouse (inspired by work at Xerox's Palo Alto Research Center, such as the Xerox Alto), which was quite expensive at $9,995.
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But in 1984, following an internal power struggle, a second computing group within Apple revealed the Macintosh (later the Macintosh 128K), bringing forward the idea of the "all-in-one" PC, which included a monitor. There would be many variations in the Mac line , but they'd become popularized again in 1998, when Jobs, back from his exile from the company from 1985 through 1997, announced the iMac G3, designed by Jony Ive, in Bondi Blue. That would be followed by multiple colorways on the portable iBook laptops. There would be hits (the iMac G4, with a modern design between a lamp and a flower) and misses. The Power Mac G4 Cube was a gorgeous machine with cosmetic issues in the injection-molded plastic and cooling issues thanks to its fanless design. The press release about Apple suspending production lives on on its website .
In 2001, Apple released the iPod, promising "1,000 songs in your pocket." The third-gen iPod, in 2003, added support for Windows, helping propel it to be one of the most popular consumer devices of all time. In 2007, Apple would launch the iPhone, which would take over the American smartphone market, become the company's largest focus and flagship product, and introduce the App Store, a huge business success for the company, as well as other services like iCloud, Apple Music, and Apple Pay. (The iPhone would ultimately lead to the death of Flash and the headphone jack on phones, but change the way many people use devices forever.) But the next biggest hit would be the MacBook Air. By this time, Apple was firmly in its Intel era. Sure, it was extremely expensive when it launched in 2008, starting at $1,799 with an 80GB HDD and a 1.6 GHz Intel Core 2 Duo processor (a 64GB SSD was an upgrade option!). But when Jobs pulled that computer out of a manila envelope, the tech world was stunned. It was stunned again when, in 2010, Apple redesigned the Air in two sizes: 11- and 13.3-inches, starting at $999 for the smaller model and $1,299 for the larger one (and it got rid of the spinning hard drive).
The MacBook Air would push leading PC companies to chase Apple in laptops for well more than a decade, as Dell updated the XPS line, HP jumped to the premium Spectre, and even Lenovo's ThinkPads saw the X1 series.
The MacBook Air would stay in the spotlight, 12 years later. Following some hum-dum upgrades in Apple's last Intel years, including the lackluster Touch Bar (in fact, in 2018, with little attention, I wrote for Laptop Mag that Apple needed to either upgrade or kill the laptop), it would be one of the first machines, along with the MacBook Pro and Mac Mini, to ditch Intel and move to Apple's first in-house silicon, the M1 system-on-a-chip. It was widely seen as a success .
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Key considerations
- Investor positioning can change fast
- Volatility remains possible near catalysts
- Macro rates and liquidity can dominate flows
Reference reading
- https://www.tomshardware.com/laptops/macbooks/SPONSORED_LINK_URL
- https://www.tomshardware.com/laptops/macbooks/apple-turns-50-one-of-the-worlds-biggest-tech-companies-started-with-hobbyist-computers#main
- https://www.tomshardware.com
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