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.