Apple’s rumored ‘Brick’ a radical new notebook?

“Mac enthusiasts have been transfixed lately by the mystery product, code-named ‘brick,’ that’s due for release later this month,” Arik Hesseldahl reports for BusinessWeek.

“Some bloggers and pundits have suggested it might be a new iteration of Apple TV or an updated Mac Mini. But according to a report on, ‘brick’ refers not to what it is, but how it’s made. The Web site, which cites an anonymous source, says the code name has to do with a manufacturing process for Apple’s MacBook and MacBook Pro lines of laptops. Apple will build the notebook out of a single piece of carved-out aluminum—a brick,” Hesseldahl reports.

Hesseldahl reports, “There could also be savings from the change, says Kevin Keller, an analyst at market research firm iSuppli. ‘If you’re working with one single unit of metal, you’re reducing a lot of the materials costs and also a lot of labor time on assembly,’ he says.”

“Using a single piece of metal would also provide the opportunity for the kind of design flourishes that distinguish Apple and its chief executive, Steve Jobs. Screws might be minimized or eliminated entirely. Seams joining different pieces of metal would disappear. In short, these notebooks would be unlike anything else on the market in appearance and design,” Hesseldahl reports.

Full article here.


  1. That’s BS.

    There’s no way Apple could mill aluminum blocks of the size necessary to make a laptop and keep the price low… unless they’re using prison labor.

    Maybe this means that OJ will finally get a real job!

  2. If it’s true (which I thoroughly doubt), then it sounds like Steve’s ego is back where it was about 20 years ago. All in all it doesn’t make any sense, it sounds like a complete red herring…

  3. To whom it may concern:

    New review out for the Zune on CNN. Here is the last section.

    Zune vs. iPod

    The Zune still has a hard road ahead if it wants to catch up to the iPod. Microsoft is doing an admirable job, however, of carving out a niche of music fanatics who value the Zune’s emphasis on music discovery and subscription-music gluttony. When it comes to high-capacity MP3 players, Apple and Microsoft are the two best options available, offering comparable features, file support, and audio quality.

    But, unless you have a grudge against Apple or are tempted by the Zune’s subscription-music service, the iPod’s superior battery life and accessory options make it a better option for most users. E-mail to a friend | Mixx it | Share

  4. I have seen no announcement from Apple that they are having any kind of event in October. If it were on the 14th, they should have announced a mystery event on that date by now.

    So what backs up all the rumors that anything at all is coming out this month?

  5. “Hurry up 10-14”

    Is 10-14 a reference to “Suspicious Person/Report of Prowler”, the Exodus passage, “The locusts came up over all the land of Egypt and settled in all the territory of Egypt; they were very numerous,” or a prophetic vision of Semphyra the asteroid?

  6. …”unless they’re using prison labor”

    The whole point about the ‘carved’ Macbook is that it wouldn’t be touched by human hands – making it much much cheaper to make – once the setup costs have been taken care of of course.

    Who’s to say this isn’t what Apple’s $20bn fund is for..?

  7. Everyone sounds like they have their credit card in their pocket, their car keys in hand, and the car idling in the driveway, waiting for the signal to dash to the Apple Store, where they imagine that Steve Jobs will break open a pinata, reigning down on us every conceivable computer model. I’m impatient too. However, there isn’t the slightest sign that Santa Jobs’ sleigh has landed on the roof or that anyone is coming down the chimney—on October 14 or any other day.

    So I repeat my question: Aside from Nostradamus, what evidence is there that anything is happening this month? If someone has real evidence, I’d really like to hear it.

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