Apple's Phil Schiller: 'We Don't Design for Price, We Design for the Experience'

[MacRumors]

Following the launch of the redesigned MacBook Pro, CNET has published an interview with Apple executives Phil Schiller, Jony Ive, and Craig Federighi, highlighting some of the design decisions that went into the new machine.

The contextual OLED Touch Bar on the new MacBook Pro, which is its key feature, has been in development under the direction of Jony Ive for at least two years, and according to Ive, it "marks a beginning" of a "very interesting direction" for future products.

Apple's new MacBook took so long to develop because the company didn't want to "just create a speed bump," aiming instead for something that's a "big, big step forward." Apple marketing chief Phil Schiller says the MacBook Pro will allow Apple to "create many things to come," some of which "we can't envision yet." He also said Apple isn't driven by a calendar, but is instead aiming to create "new innovations" in the Mac line.

Many customers are unhappy with the high price of the new MacBook Pro models, something Schiller addressed in the interview. An entry-level 13-inch MacBook Pro with a Touch Bar costs $1,799, a full $500 more than previous-generation models, and 15-inch models start at $2,399. Schiller says Apple cares about price, but has to design for experience rather than cost.

Affordability is "absolutely something we care about," Schiller says. "But we don't design for price, we design for the experience and the quality people expect from Mac. Sometimes that means we end up at the higher end of the range, but not on purpose, just because that's what it costs."

The MacBook Pro's Touch Bar doesn't signal a future move into touchscreen Macs, something the Apple executives made clear. A Mac with a touchscreen isn't "particularly useful," Ive said, while Schiller said Apple investigated the possibility of converging iOS and Mac devices but decided against it.

"We did spend a great deal of time looking at this a number of years ago and came to the conclusion that to make the best personal computer, you can't try to turn MacOS into an iPhone," Schiller says. "Conversely, you can't turn iOS into a Mac.... So each one is best at what they're meant to be -- and we take what makes sense to add from each, but without fundamentally changing them so they're compromised."

Both Federighi and Schiller believe the laptop is a form factor that's going to be around for a long time. "As far as our eyes can see, there will still be a place for this basic laptop architecture," Schiller said, pointing out that it's been useful for the past 25 years.

Apple's 13-inch MacBook Pro model with no Touch Bar is available for purchase starting today and will deliver in just a few days. The new 13 and 15-inch models that do include Touch Bars are available for order, but won't ship until mid-to-late November.

Along with a Touch Bar, Apple's new MacBook Pros feature upgraded processors, new graphics capabilities, improved displays, faster SSDs, Thunderbolt 3 support, and 10 hour battery life.

CNET's full interview, which also focuses on the history of the Mac notebook lineup, is well worth checking out.

Article Link: Apple's Phil Schiller: 'We Don't Design for Price, We Design for the Experience'

 

[sza]

Innovate for the sake of innovation.

 

[Stella]

Hmmmm. Yes definitely design for the price and screw usability experience.

Form above functionality and hiked prices.

I'm looking for a laptop that has value for money and great performance. These machines lack value for money.

I'm not interested sitting in Starbucks displaying eye candy!

 

[Housh]

I think by experience he means lifestyle.

 

[Macaddict16]

They did this because they had courage. No other reason. Apple has been very courageous as of late.

 

[ghostface147]

Yeah well, still out of my budget. I'll stick with my archaic 17" MacBook Pro from early 2011. With an SSD, it works great.

 

[dontwalkhand]

The touch bar seems like a big joke. It doesn't even replace the Mac OS dock.

 

[The Mercurian]

"Affordability is "absolutely something we care about," Schiller says...

.....just not very much..

 

[killawat]

My wallet is going through quite the "experience" atm.

 

[magbarn]

If you were going for experience Phil you wouldn't have made the keyboard feel like I'm typing on this

 

[garirry]

Yes, design with only four USB-C ports because it offers such a great experience. Price it at $1800 because it's such a magical price. No... we aren't doing this for money. If we were we'd be one of the biggest corporations in the world!

 

[now i see it]

Ferrari designs for the experience too.
Rolls Royce, Porche... etc. Clearly Apple is not marketing its latest laptop to the Toyota Yaris or Honda Fit crowd.

 

[doelcm82]

The touch bar seems like a big joke. It doesn't even replace the Mac OS dock.

It also doesn't replace the screen or the RAM. If that's what you wanted it to do, then of course you'll be disappointed, but that was never the intent.

It replaces and enhances the row of function keys.

 

[erzhik]

Sorry, but MBP is overpriced. There is nothing groundbreaking and yet the price hike is absurd. The Touch Bar is a gimmick that will not help with productivity at all. It's just flashy for the sake of being flashy.

 

[wozmatic]

That's cool. $3000 in Canada for the 15"

Also, wish they had the non-touch bar option in the 15"

 

[jdclifford]

I'm sure Apple will sell "DOZENS" of these!

 

[WiseAJ]

Affordability is "absolutely something we care about," Schiller says. "But we don't design for price, we design for the experience and the quality people expect from Mac. Sometimes that means we end up at the higher end of the range, but not on purpose, just because that's what it costs."

Cow feces

 

[AntJon82]

If you were going for experience Phil you wouldn't have made the keyboard feel like I'm typing on this

View attachment 668582

is it that bad EXPLAIN please

 

[businezguy]

You may not design for price, but my credit card is not designed for your price.

 

[Rafterman]

Two years to develop the touch bar huh?

The touch screen is already invented, much more capable, and would have taken you a few weeks to develop.

 

[AntJon82]

so they confirmed that no touch screen macs in the next 2-4 years or so

 

[komone]

Someone here (like Jony Ive) needs to get real on what a "big big step forward" actually is.

 

[Slippery Gimp]

My experience will be to look elsewhere at new computer time. Can't believe the price increases recently, even on existing equipment.

 

[jasnw]

Did he really say "we design for the experience and the quality people expect from Mac"???? If he thinks what they put out today is the quality we expect from Mac he's clearly smoking the wrong brand of rope.

 

[Drms3930]

I really feel like they've lost the plot. Sad. I love MacOS and do not want to move to another system, but I will be left with little choice at this rate.