Imagine this scenario at the next Fall Mac event...
"You know, for many years now, Apple has led industry hardware design in several ways, but one way in particular has come to be expected in every hardware generation: we've made our products thinner and thinner and thinner while maintaining key metrics important to our customers. That's very hard to do but we've been successful at doing it for a long, long time.
There comes a point though where the laws of physics trumps continuing to thin some of our products. For the last year or two, we've continued to prioritize thinner beyond those laws by removing things that some of our customer's tell us they miss. One thing we hate to do above all else is disappoint our customers.
So, today we are doing something revolutionary for the Apple you've come to know... today we are launching the next generation of Mac laptops that... are... thicker. Yes thicker. By adding just a few millimeters to the size- less than the thickness of 3 dimes stacked on top of each other- we are able to fill that space with more battery and more RAM. This MacBook's bigger batteries run not for 8 hours, not 10 hours, not 12 hours but 14 hours on a single charge.
And not just in our own lab tests. To talk about that, we're happy to have the most objective product review company on Earth here today. Help me welcome <name> from Consumer Reports to the stage.
The CR guy them comes out, talks about getting a pre-launch review model to put through their tests, makes a joke about Apple's demands for absolute secrecy and then confirms 14+ hours of battery life in CR testing.
Is that an abhorrent fantasy sequence? Would any of us HATE the idea of trading a few millimeters for more battery?
In my head, a move like that helps Apple take the "must be thinner" pressure off themselves in one swing AND makes it appear that customer wants trumps nickel & diming profitability and/or the (Henry Ford faster car) "we know best" stance. Or more simply: the Apple that we remember- the one that appears to care about users more than shareholders (whether they ever really did or not)- appears to be back.
Do we consumers rebel because it's not "even thinner" by kicking other useful utility out? Or is that a "shut up and take my money" launch... that also relieves the growing(?) sense that the Apple we think we knew has been lost to the bean counters?
Just a fantasy by a long-term Apple product buyer. If you don't like this one, roll your own. Key concept with this one is that it is relatively easily accomplished... not depending on some kind of major battery breakthrough or similar. And frankly: I think we're well past the day that "thinner" should be at the top of the list for the next generation product development team.