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Apple's New Macbook: Marketing Manufacturing

By Scott, Monday, 20 October 2008

Last week, Apple released all-new versions of its popular Macbook notebook line. Over the last couple of years, Apple has been crushing the competition when it comes to industry growth (one in three dollars spent on new computers is spent on Macs). The new Macbooks all but ensure that this trend continues: Yes, they're faster. Yes, they look even better. And yes, anyone unfortunate enough to have dropped more than a grand on the previous version just days before the announcement is undoubtedly cursing the Cupertino-based computer-turned-lifestyle-company.

What's really interesting about the new Macbook is that Apple is marketing it as a marvel of manufacturing. Apple CEO Steve Jobs has taken something potentially boring—something we typically take for granted—and used it to validate the company's selling proposition: Apple makes better products.

Jobs understands that in one way or another, everything a company does is marketing—even manufacturing. You can see Apple's new manufacturing process in this behind the scenes video.

http://www.apple.com/macbook/the-new-macbook/watch.html#medium