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Apple marketing chief Phil Schiller recently met with Mashable editor-at-large Lance Ulanoff for a rare interview, discussing topics ranging from the new 12-inch MacBook to Apple's "intense collaboration" that makes such products possible.

Schiller-Ulanoff.jpg

Schiller emphasized how Apple's process from product conception to production has greatly changed over the past few decades, as a result of "intense collaboration" between industrial design and engineering teams within the company.
"From the beginning, the Mac has been about Apple taking responsibility for the whole thing: hardware, software, how applications can work and, increasingly, Internet services. But that means something different today than it did 20 years ago," Schiller said.

"Today, those teams are not only integrated and designing something together, they're actually thinking of features that could only exist because of that integration and solving problems that could only be solved because of that unique advantage."
The interview provides a closer look at the new 12-inch MacBook, ranging from its ultra-small logic board to "speaktenna" combined speaker and antenna design, as an example of what's possible because of Apple's collaboration.

speaktenna.jpg
Some like to call it the "Speaktenna." The black strip along the back edge of the MacBook speakers is a never-before-tried combination of speakers and antennas for Wi-Fi and Bluetooth. [...]

In the case of the speaktenna, Apple engineers did everything in their power to fit the maximum amount of technology possible into the tiny anodized aluminum chassis. This included creating new battery chemistry and forms to support a terraced battery design that marries perfectly with matching cutouts in the chassis. There's even a deeper level of terracing cutouts in the body that aren't for more battery power, but to cut down on the overall system weight.
Mashable's in-depth profile of Schiller goes into more detail about the 12-inch MacBook's design process, how collaboration will continue at Apple's upcoming Campus 2, the continued growth of Mac in a declining PC market and more.

Article Link: Phil Schiller Discusses Retina MacBook, Apple's 'Intense Collaboration'
 

keysofanxiety

macrumors G3
Nov 23, 2011
9,534
25,279
If you collaboration is that intense, give us a Retina MacBook Air already!

I guess it is a Retina MacBook Air. The MBA was first designed with ultra-portable in the forefront of the design, and power/ports as a secondary feature. It's very much its replacement if we go on that description.

The advantage of the MBA is its battery life, though the wishy-washy screen and massive bezels are in dire need of updating IMHO. I agree it's a shame they couldn't throw in a nice Retina display, though I guess that would compromise the great battery life.
 
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Rogifan

macrumors Core
Nov 14, 2011
22,543
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This is the second interview in a month with this Apple hardware VP. I wonder if we read anything into that or if it's as simple as Apple wanting to give more employees media exposure.
 
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citysnaps

macrumors 604
Oct 10, 2011
7,470
13,053
San Francisco
Who knows. That laptop's GPU and CPU are so underpowered, perhaps they found performance issues with a higher definition camera.

It may be underpowered for those into serious/professional video editing, or if one is searching for the next prime number. However many, business people and individuals alike, are just looking for a very compact and lightweight mobile computer with an awesome display that does a great job browsing the web, handling email, processing photos, working a Keynote presentation, etc. For those the retina MacBook is ideal.
 
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Aston441

macrumors 68000
Sep 16, 2014
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I guess it is a Retina MacBook Air. The MBA was first designed with ultra-portable in the forefront of the design, and power/ports as a secondary feature. It's very much its replacement if we go on that description.

The advantage of the MBA is its battery life, though the wishy-washy screen and massive bezels are in dire need of updating IMHO. I agree it's a shame they couldn't throw in a nice Retina display, though I guess that would compromise the great battery life.

Correct. I am going to buy a new MacBook to replace my 2011 NBA, which currently fulfills all my needs, so I really have no reason to replace it, except that the form factor of the new MacBook is so wonderful.

But I want the MacBook to be faster, so it lasts at least as long as my current MBA.

I'll wait for faster processors.
 
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neutralguy

macrumors 6502a
Jun 5, 2015
768
883
It may be underpowered for those into serious/professional video editing, or if one is searching for the next prime number. However many, business people and individuals alike, are just looking for a very compact and lightweight mobile computer with an awesome display that does a great job browsing the web, handling email, processing photos, working a Keynote presentation, etc. For those the retina MacBook is ideal.
And also for those not wanting to do high definition facetime:eek:
 
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Bbqthis

macrumors 6502a
Apr 12, 2015
935
1,844
Bay Area, CA
There are a few typos in that article...the most glaring obvious being talk of the new 1.5 inch thick macbook...Unless they've released a retina version of the 12" powerbook g4.
 
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Reason077

macrumors 68030
Aug 14, 2007
2,650
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The Retina MacBook is certainly a brilliant design. I'm usually an early adopter on new Apple products but in this case I'm waiting for the second generation. A second USB-C port, and a decent boost in the price-performance ratio, and the second gen retina macbook will be a "no-brainer" buy.
 
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neutralguy

macrumors 6502a
Jun 5, 2015
768
883
how do you find the one port? Ever have issues with trying to plug multiple items?
there is no need to do such. After extensive use of iPhone and iPad, the civilization has realized that except power cord, no accessories are needed to be plugged into any Apple devices.
 
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