Apple, synonymous of innovation and cutting-edge design, was on the brink of making a radical decision that would have transformed its range of laptops. According to revelations by journalist Walt Mossberg on an episode of The Vergecast podcast, Jony Ive, then the head of design at Apple and the mastermind behind some of the company's most iconic designs, had a very clear and risky vision for the future of MacBooks: eliminate the Air line and focus solely on the MacBook Pro.
Jony Ive wanted to eliminate the MacBook Air, sparking an internal war at Apple
First and foremost, it is important to highlight a warning from Mossberg: this story is a "one-source rumor," from a "very high-level" person within Apple, who "deeply knew the products."
With that said, a few years ago, Ive had a clear idea: to simplify Apple's laptop line, focusing exclusively on the MacBook Pro. His vision was to create a Pro model that was as light and slim, or even more so, than the MacBook Air. This approach would not only transform Apple's product catalog but would also elevate the profile and sales of its most premium line, traditionally more expensive, which could translate into higher revenues for the company.
However, this idea was not entirely welcomed within Apple. According to Mossberg, an "intense fight" arose internally between the design team led by Ive and the team of the engineers and product managers. The friction point was clear: the MacBook Air was not just another product in Apple's range, but it is, to date, their best-selling laptop. Eliminating it meant risking a significant portion of the market that Apple had conquered.
The dispute reflected two conflicting philosophies. On one hand, Ive's vision, leaning towards a more minimalist and high-end approach, and the belief that customers had to be shown what they wanted and would adapt. On the other, the more traditional vision at Apple, following Steve Jobs' philosophy of maintaining two sets of products differentiated for general consumers and professionals, arguing that not all users need the advanced features (and high price) of the Pro range.
In the end, Ive's idea was not implemented. In 2018, Apple launched an updated version of the MacBook Air at an event at the Brooklyn Academy of Music. Although it was only an update of its features, not a redesign of the model, the new Air represented a victory for the team defending the existence of the Air.
A year later, Jony Ive left Apple after 30 years working at the company. Although neither Mossberg nor anyone can establish a direct relationship between this episode and his departure, it does mark a significant moment in Ive's trajectory and his influence at Apple.
The legacy of the brilliant designer Jony Ive at Apple is indisputable, but this episode raises an interesting question: What would have happened if Tim Cook had followed Ive's vision? Would consumers have adapted their expectations and budgets to a single, more expensive MacBook line?
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