Apple should not release a subnotebook
If you follow the wide world of Mac computing, you probably know that rumors are commonplace and Steve Jobs always finds a way to fool everyone. But one of the most persistent rumors over the past few months has revolved around Apple's impending release of a subnotebook.
In case you're new to the subnotebook game, these devices usually offer many of the features you would expect from a normal notebook, but are extremely underpowered and typically feature screen sizes that run between 7- to 10-inches. In order to keep their prices down, they usually lack many of the ports you would expect from a regular laptop and an optical drive is a blessing and not the norm.
That said, subnotebooks generally come in at a nicely affordable price, but rarely sell well on the open market. To make matters worse, most of these computers are downright ugly.
Now, after reading over the general design of a subnotebook, does that design sound anything like a product Apple would sell? Not a chance. Not to mention, don't you remember what happened the last time Apple ventured into the subnotebook market?
And while that description doesn't even apply to anything Steve Jobs and company would release, there's still a host of rumors saying Apple will release one of these losers.
Jim Goldman, a reporter with CNBC reported just last week that an Apple subnotebook was in the works and it would offer a 12-inch screen, be 50 percent thinner than the MacBook Pro and employ NAND flash memory. And just in case you're keeping score, this junker will retail for a cool $1,500.
And while Goldman's "unnamed sources" may be promising a full-fledged subnotebook, a new analyst report featured on AppleInsider today indicates that the subnotebook may never hit store shelves, after all.
According to an analyst at Goldman Sachs who spoke with manufacturing contacts in Asia, ""Apple will refresh its entire Mac line-up throughout 2008, but information about the potential launch of a subnotebook was scarce, with one supplier saying that the product may be pushed out, citing possible design issues."
Gee, you think? Not only does this "subnotebook" not even play the part of a real subnotebook, why would Apple even consider releasing it?
With Apple's notebook sales soaring and people continuously finding reasons to buy a Mac, what's the impetus for Apple to release a device that offers no cost benefit ($1500 for the subnotebook compared to $1500 for the top-of-the-line MacBook) and delivers a slightly thinner design, a new type of storage and a smaller screen?
Honestly, if Apple even considers releasing a subnotebook, I'll need to question the company's common sense.
Let's look at Apple's current product line as it relates to computing: it offers a 20- and 24-inch iMac for home users and those looking for an all-in-one solution; a 15- and 17-inch MacBook Pro for power users; the Mac Pro for those looking for a workhorse; and the MacBook with a 13-inch screen. How does a 12-inch subnotebook even come into play in this scheme?
Now, I understand that subnotebooks offer more benefits than solely screen size, but by and large, people buy these products for their size and cost. In essence, a subnotebook is a neat little device to carry around and perform relatively simple tasks on. Does that sound like a Mac to you?
If we've learned anything from Apple over the past few years, we now know that Steve Jobs knows how to deliver the right products at the right time. But if he stands on stage at Macworld and shows the press a subnotebook, you can bet it'll be one of the biggest mistakes the company has ever made.
When selling a product, companies must answer a relatively simple question from the consumer: "why would I buy this thing?" But if Apple releases the MacBook Mini or whatever else they'll call this thing, that question won't be answered and its second trek into the subnotebook market will not be nearly as successful as anything it has done over the past few years.
Steve Jobs isn't dumb -- the Apple subnotebook is dead in the water.
Don Reisinger is a technology columnist who has written about everything from HDTVs to computers to Flowbee Haircut Systems. Don is a member of the CNET Blog Network, and posts at The Digital Home. He is not an employee of CNET. Disclosure.
A 12" screen is WAY too big, though, 10 inches is marginal, and 7 would be better. Light weight is only one part of making it useful, small size is the other. A flash drive rather than a hard disk would be a big plus, and optical drives should be external USB or FireWire.
As a former Newton owner (which is what I assume you are referring to with the "remember the last time..." comment) I must say that they INVENTED the PDA marke and while Newton wasn't profitable at the time, it was heading the right direction. Newton was "steved" because it was the brainchild of John Sculley. Killed by pure spite backed up by short-sighted statistics.
That being said, remember that they still have full rights to the handwriting recognition system that was fundamental to the Newton. The final version of that was quite good in the MP2000's and 2100's. Consider how much 10 years of development might improve it.
Also, witness the huge demand for the Kindle--and it's black and white and only reads books!
No, I think you're way off the mark here. If Apple releases a subnotebook that meets the Apple standard for ease-of-use and design, it will take the market over and become even MORE ubiquitous in the household.
content-centric. An opportunity to redefine a market space
in form & function wreaks of Jobs-esque iPod/iPhone success.
In other words, every reason you're pointing out that this wont
work reads to me like an opportunity for success.
I'll buy one.
I will be one of those people looking to buy one if it comes out.
That being said, and back to the article, I think the author is missing what Apple does do well and doesn't flop--market opportunities, which this certainly is. You've clearly identified the shortcomings in this market, which are Apple clearly has shown it can overcome (the iPhone is probably the best example of this, but OSX and its notebook designs are also an example of its exceptional know-how when it comes to designing winning notebooks). I'm not sure this would be a product for me, because I am happy with the 15" Powerbook (which I am about to replace with probably a 15" Macbook Pro). But, I would surely like to see them push the envelope with flash+HD models and the thin, lightweight improvements could only benefit their other models. And yes, I agree, you have totally overlooked the Japanese market, which would eat this thing up and pay for the development costs. They love Apple, but Apple doesn't make the right product for their market. This will be a winner in Japan, and done right, will also be a winner in the US.
On the other hand, a docking station that included an optical drive and the rest of the ports that couldn't be on the main computer and included in the purchase of the machine.... now THAT would be awesome!
While docked at the home or office, one would have everything they need. But extra ports and optical drive aren't usually needed while roaming -- so why carry them?
That is something that would make me look at this "sub-notebook"
Even had a hookup under the keys for wireless card. the 802.11 antenna was around the screen. I remember my first iPod had more space available then the iBook came with. Almost made it funny. Had CD reader (not burner) tray. Another one like that with the smaller screens and not over powered on the CPU would be a good idea for a starter notebook.
I've been using Macs for over 15 years. I'm a fan. But I need power so a sub-notebook isn't for me. But I'm not everybody. My girlfriend is a perfect example: she wants the ease and beauty of the Mac experience but not the size and weight. She needs it for webmail, Word, iPhoto and iTunes. Period. So a small, light Macbook is just the thing -- she's been fighting her $3000 Dell, and losing, for years. So much for $1500 being expensive.
I'll end this with an answer to one of Donny's questions... He asks: "In essence, a subnotebook is a neat little device to carry around and perform relatively simple tasks on. Does that sound like a Mac to you?"
For some people, aaaa, yeah, actually, it does.
- by thriftyT December 13, 2007 6:02 PM PST
- I disagree with your assessment of what a subnotebook is. In my mind a subnotebook has many strengths that you did not mention:
- Like this Reply to this comment
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Showing 1 of 2 pages (35 Comments)1 small & light
2 no optical drive (an optical drive is about as much of a blessing as a 3.5" floppy drive)
3 solid state drive
#'s 2 and 3 in conjunction with a small screen size lead to #4:
4 longer battery life
and #5 is worth mentioning again:
5 small & light
some of the drawbacks that you mention are mitigated by recent developments. "Underpowered" is a relative term. For many people that do not game or use pro-level apps (CAD, Video editing, Photoshop, etc) are in fact sitting in front of OVERpowered machines. A subnotebook's fundamental proposition is that mobility trumps power. This is becoming true for more and more people.
Limited storage space is less of an issue now due to the ubiquity of flash drives and always-on connectivity (WiFi or 3G) which allows for remote access of needed files.
As for ports... what does one really need besides headphone jack, USB 2 and video out?
A 10" subnotebook w/ a 32 GB SSD, no optical drive, WiFi, and an 8 hr battery life would be an absolute killer machine that many people would most definitely buy.