If you follow Apple year by year product launches, you will notice the traditional Pro line is losing the meaning as you will notice beyond Pro, we have Max, and then Ultra. It makes it confusing for the people who used to buy the Pro line of product, suddenly introducing you to more products on top of the Pro line of product.
Start from the Apple iPhone series, then the same branding approach is spread across tablet product lines and recently computing lines.
Besides last year’s launch with the Max on top of the Pro line of product. This year recent march event, we have the Ultra line of product, which combine two M1 Max system-on-chip (SoC), and create the new class of product, that overkill for most of the general applications, and may justify by some who indeed for such as extremely powerful machine for their line of work.
Let move beside the design element for the recent few launches of new product, the soul element is seem missing, after Johny Ivy left? The new Mac Studio gave the perception of putting the Mac mini into modification to fit the powerful M1 Ultra SoC, and forgot about the design aspect of it. In the past, the wow effect was missing, despite how powerful the new M1 Ultra chip can be, but for sure, that is not for everyone. This is why, besides Pro, we got Max, then Ultra product line. With that in the new product lineout, it seems it makes sense to eliminate the rest, since in terms of performance, the Pro line becomes the baseline performance after all. Better stead, i believe it will help to remove Air to become said MacBook, then MacBook Pro, MacBook Max, as at the time do not make sense need MacBook Ultra in the product line. With Mac Studio now invented and existed for desktop computing, where is the standing for the iconic Mac Pro in the market segment?
Lesson from the Apple branding new practice? Change the product line and branding accordingly to the changing technical advancement. The product technology breakthrough created new market segments and opportunities, maybe it makes all the sense after all with the Max and Ultra behind the Pro line of product.
If the USD three trillion company on the planet also changes the product branding strategy, the rest should examine the existing product lines whether it is time to revamp it.
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