New MacBook documentary: design and manufacturing fanaticism at its best

Jony Ive talks about the aluminum brick manufacturing method for the MacBook
Talk about design inspiration and a dedication to craft. Jony Ive, Apple’s design guru, deliver the message with passion.

I highly recommend you follow this link to the mini documentary that Apple have released today. It focuses on the amazing new manufacturing method Apple is using for the new MacBooks and MacBook Pro’s. Jonathan Ive and others from Apple’s product design team make an appearance to talk about the design and manufacturing of the new laptops.

I will not spoil the video for you, but here is my favorite quote from Ive: “In many ways, I think, it’s more beautiful internally than it is externally.”
No kidding..

The new aluminum MacBook

The MacBook's keyboard
Macbook's single aluminum piece unibody


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4 Responses to “New MacBook documentary: design and manufacturing fanaticism at its best”

  1. Saqf Says:

    Although I am not a MacBook person (laptops in general), I just loved this new beauty. And yes, I was also captivated by the passion Ive and his colleagues showed while presenting their latest creation. And a first from apple to show a real look behind the scenes.

    I have to say, I have been a very happy Mac convert since last April.

    After years and years of PC hell, I can simply say, my iMac makes me forget I actually have a computer.

  2. subzero Says:

    Apple has done a pretty good job here in Japan.
    Japanese people are going to apple becoz they can get the maximum support and customer care. Better than any other PC company around.

    But from an experience, with the same money, you can get at least a 1.5x powerful notebook/PC. If you r a business man who only cares to check his email, print documents and do casual browsing, then yeah. Go for apple. You are guaranteed you wont lose your work.

    If you like missing around here and there and do some powerful computing (like program some heavy load C while in the train) then PC is your ultimate choice.

  3. Dave Says:

    As a Mac convert (without remorse), I find the new Macbooks quite appealing. My Macbook Pro is only 9 months old and already I am scheming on how to trade up.

    You can’t blame Ive for his passion. The beauty (which is in the eye of the beholder) and simplicity with which Apple designs their products should be applauded. And the video is well done, lauding the new features and technologies that have been implemented. No doubt some PC manufacturers will be attempting to emulate some of these features in the near future.

    Love them or hate them, Apple has made a significant impact on the technology industry and—according to Jobs’ presentation yesterday—is growing in popularity. It will be interesting to see what develops in the coming years.

  4. Dave Says:

    I think my favorite quote would be, “We’ve refined…every detail in the service of the user just to get rid of complexity. If something doesn’t need to be there, it’s not there!”

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