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

Discussion in ' News Discussion' started by MacRumors, Oct 27, 2016.

  1. MacRumors macrumors bot


    Apr 12, 2001

    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.
    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.
    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'
  2. sza Suspended

    Dec 21, 2010
  3. Stella macrumors G3


    Apr 21, 2003
    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!
  4. Housh macrumors newbie


    Oct 27, 2016
  5. Macaddict16 macrumors 6502

    Oct 7, 2002
    They did this because they had courage. No other reason. Apple has been very courageous as of late.
  6. ghostface147 macrumors 68030


    May 28, 2008
    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.
  7. dontwalkhand macrumors 603


    Jul 5, 2007
    Phoenix, AZ
    The touch bar seems like a big joke. It doesn't even replace the Mac OS dock.
  8. The Mercurian macrumors 68000

    Mar 17, 2012
    .....just not very much..
  9. killawat macrumors 65816

    Sep 11, 2014
    My wallet is going through quite the "experience" atm.
  10. magbarn macrumors 68000

    Oct 25, 2008
    If you were going for experience Phil you wouldn't have made the keyboard feel like I'm typing on this

  11. garirry macrumors 68000


    Apr 27, 2013
    Canada is my city
    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! :rolleyes:
  12. now i see it macrumors 68040

    Jan 2, 2002
    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.
  13. doelcm82 macrumors 68040


    Feb 11, 2012
    Florida, USA
    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.
  14. erzhik macrumors 6502

    Dec 2, 2010
    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.
  15. wozmatic macrumors 6502


    Apr 30, 2014
    That's cool. $3000 in Canada for the 15"

    Also, wish they had the non-touch bar option in the 15"
  16. jdclifford macrumors 6502

    Jul 26, 2011
  17. WiseAJ macrumors 6502


    Sep 8, 2009
    Cow feces
  18. AntJon82 macrumors member


    Feb 3, 2009
    is it that bad EXPLAIN please
  19. businezguy macrumors 6502

    Jun 23, 2003
    You may not design for price, but my credit card is not designed for your price.
  20. Rafterman macrumors 68020

    Apr 23, 2010
    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.
  21. AntJon82 macrumors member


    Feb 3, 2009
    so they confirmed that no touch screen macs in the next 2-4 years or so
  22. komone macrumors member

    Jun 12, 2013
    Someone here (like Jony Ive) needs to get real on what a "big big step forward" actually is.
  23. Slippery Gimp macrumors regular

    Aug 2, 2008
    Leeds, UK
    My experience will be to look elsewhere at new computer time. Can't believe the price increases recently, even on existing equipment.
  24. jasnw macrumors 6502a


    Nov 15, 2013
    Seattle Area (NOT! Microsoft)
    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.
  25. Drms3930 macrumors newbie

    Oct 23, 2015
    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.

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880 October 27, 2016