Those Lit MacBooks

It's a little weird looking around a coffee shop these days. Whereas you used to see the glowing whit
The Happy Hour
Those Lit MacBooks
By M.G. Siegler • Issue #106 • View online
It’s a little weird looking around a coffee shop these days. Whereas you used to see the glowing white once-bitten apple, today you just see slabs of aluminum. Beautiful, sleek, but nondescript a-lew-min-e-um. It’s weird that this is weird. But it’s weird.
With the roll-out of the redesigned MacBook a few years back, Apple did away with their iconic illuminated logo on the lid. Presumably, this was a move to save precious space on their most svelte laptop yet. After all, even the MacBook Air would light up. But the new MacBook had an even thinner lid, and cutting the apple-shaped-hole may have not been structurally sound
But then came the new MacBook Pro and it too lacked the light. Yes, the device is also thin, but not MacBook-thin. While the lid is still thin on that device, one would think they could figure out a way to make it work (though perhaps they didn’t want to bother with the inevitable move to screens that aren’t backlit). 
Anyway, Apple clearly had their reasons for the change. But I can’t help but think it’s a mistake from a pure branding perspective. We’ve all seen the shots of college lecture halls that were a sea of glowing apples. It’s not a stretch to say that this is how you could tell that Apple was not only back as a company, but was on the verge of something massive. You just don’t see that anymore – literally, not figuratively. Which is jarring.

Competing with BigCo: 2018 Edition
M.G. Siegler
I’m late to this, but just a fantastic post by @stevesi — history proves that just when it seems like the powers-that-be will own it all, the stage is set to change that, as a direct result of the incumbents protecting that power. https://t.co/ToxoxjxYvJ
10:01 AM - 30 Dec 2017
M.G. Siegler
With the caveat being that the big guys have seemingly gotten better at acquiring the right companies to continue their runs. Such a future is unlikely to come from within, it’s bringing on an outside force and allowing them to run with it (see: YouTube, Instagram, etc).
10:01 AM - 30 Dec 2017
M.G. Siegler
Even @stevesi cites that he counts post-1997 Apple as a new company — and it’s all because of the NeXT acquisition. Both for the obvious talent and the seeds of OS X, which underpins the entire business now...
10:01 AM - 30 Dec 2017
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Illuminate!
Illuminate!
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M.G. Siegler

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