There is little to do, if someone really wanted to define what Apple’s “core business” is, they could almost always fall into error, because to be precise it should be said that there is no “core business“. Also because every time a new product or a new version of a product already on the market arrives, Apple “redesigns”, we could say with Bolter and Grusin, “remedies” the previous product. And so it happens for the new MacBook Pro models as in general for their entire line of PCs, desktops and notebooks, remodeled, potential, improved so much in recent years that it is possible to say that there is almost no relationship with the computers of some year ago, with previous generation PCs. The “old” notebook, the MacBook Pro, did its job very well, the one presented a few days ago does not even know what “its” job is, it is a machine with power, versatility, comfort, portability, elegance , makes its strengths, becoming more and more a “generalist” machine, that is, suitable for countless and different purposes, from entertainment to professional.
Twenty Years of iPod: When Music Has Changed
It was already like that, of course, but now the new Cupertino computer lineup, in the transition to Apple Silicon, is clearly the clearest embodiment of the company’s philosophy, of its way of being on the market, without betraying the mission indicated by Jobs. , that of developing and growing at the intersection of technology and liberal arts. The new MacBook Pros are flexible machines in the creative sense of the term, those who want to use them for work will have super powerful and super fast hardware at their disposal, those looking for entertainment will be able to use these features making the most of video and audio. This is what all computers do, it is true, but if in the world of computers the differences between the different devices are in the final use to which they are dedicated, in that of Apple these differences are conceptually canceled.
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The lesson of smartphones, which are apparently all the same but which in the single use of each user become something else, has now abundantly entered the DNA of Apple, which produces products that no longer have a single audience, but as many different souls as there are potential users. Apple Silicon allows this definitive transition, the new Apple computers, whatever shape or name they take, want to be tools suitable for every form of creativity and profession, leaving every user free to transform the PC into what he wants, according to his needs. needs, inclinations, even the times of the day. A bit like smartphones or smartwatches are with us always and adapt to our life, so the new MacBooks want to be companions of users in many different situations and for this they have been designed, with the new M1 Pro and M1 Max chips.
And then there is audio, the new frontier on which Apple is concentrating many of its efforts, from headphones, to earphones, to speakers, to listening technologies. It is a world, that of audio, which was “cleared” years ago by the mp3 that replaced the discs and by earphones instead of home stereos. And it is a world that Apple, more and better than many others, is trying to rebuild according to new rules, suitable for the digital revolution of the music market that it has triggered with iPod and iTunes.
Well, the arrival of the new AirPods, those of the third generation, listening through earphones takes a further step forward in the wake of what we would once have called ‘high fidelity’, with a barrage of improvements that are not simple ’embellishments’ of an old product but, without a doubt, a substantial progress in quality listening. And bringing ‘spatial audio’ to new PCs, therefore outside the universe of headphones and earphones, is certainly very interesting for an audience that is slowly rediscovering the taste for listening after so many years of “casual listening” in which quality was little or nothing relevant. Apple is pushing for the idea of a qualitatively higher listening to be recovered, as the image has already done by making the most of digital, with high resolution and 4K, and it does so with all the tools it has at its disposal. Which is good, because it is a further step up in the recovery of the value of music, which also and a lot goes through the recovery of the quality of listening.
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