Forbes: The stakes are high as Apple shines spotlight on new MacBooks

“Apple is expected to announce its latest gear,” Brian Caulfield reports for Forbes. “With the world economy in crisis–and even Dell reportedly thinking of selling off its factories–bloggers are keyed up for some astonishing news from Apple. There has been feverish speculation, for instance, that Apple has built a secret U.S. wunderfactory that will use robots equipped with lasers and water jets to carve notebook computers out of blocks of aluminum.”

Caulfield reports, “Jobs may not be building a battalion of robots, but he does have marketing news up his sleeve. Apple informed the press on Thursday that they are to gather next week at its Cupertino, Calif., campus for an announcement–presumably about its new laptops. On Friday, Apple led a tech stock rebound by the day’s end, as Apple shares surged 9% to $96.80 from $88.74. (Nasdaq finished almost flat after an earlier tumble.)”

“The stakes are high,” Caulfield writes. “While Apple’s iPhone grabs headlines, Apple’s PC business is chugging away, thanks in large part to its notebook computers. Apple grabbed 10.6% of the North American market for laptop computers in the second quarter, up from 6.6% during the year-ago period, according to a report release last month by tech tracker DisplaySearch.”

Caulfield reports, ” In a note to investors Friday, Piper Jaffray (nyse: PJC – news – people ) analyst Gene Munster said he expects Apple will add a number of premium features to its low-end notebooks. On his list is an aluminum case like the one used on the more expensive MacBook Pro and a fat touch pad, which can work with Apple’s multi-touch gesture-based input system. But the most powerful appeal will likely be price. Munster expects that Apple will drop the price of its MacBook laptops to between $899 and $999 from the current $1099.”

Full article here.

[Thanks to MacDailyNews Reader “JES42” for the heads up.]

36 Comments

  1. There has been feverish speculation, for instance, that Apple has built a secret U.S. wunderfactory that will use robots equipped with lasers and water jets to carve notebook computers out of blocks of aluminum.”

    Young fanboy fodder.

    Apple be better off invading Microsoft’s space in the corporate market with a better product. Large corporations don’t like Vista, but they can’t stand fanboizm either.

  2. @ Raving MacHead,

    Whether they Like fanboizm or they don’t, the potential is that is won’t matter if most of their empoyee’s are using Mac’s. We should all remember that Apple’s fortunes are growing, not leveling off. As growth continues, someone esle’s decline is greater. Whoever the decliner(s) are that directly effects Microsoft.

  3. I enjoy seeing the myth that enterprise buys on price alone keep popping up. Enterprise *always* buys desktops/laptops that run their old software. In most cases, this is MS Office with features that M$ carefully ties to Windows (VB Macros in Excel, anyone?). Fortunately, Macs have made it into the boardrooms and into homes via panache, ease of use, and lack of malware – these are the real tracks for getting into the enterprise: from above and from below. A direct assault by Apple on entrenched IT via features and price will fail.

  4. Actually, the stock price may very well drop if they DO announce an 899 price point. Lower prices means lower profit margins… and the street typically punishes stocks for that.

  5. I think Apple mis-priced the MacBook Air. The MBA is essentially a NetBook more than a traditional laptop. A small-screen MBA would compete with the current NetBooks on features too. A range of MBAs from tiny to 13″ would lower costs and remove the need for the current MacBook line. The only point of contention would be pricing – Apple needs to drop the MBA pricing since they must be dirt cheap to produce.

  6. Now, this is what I’m talking about! Great move to advance the Macbook line more distance from anything else on any shelf in any store any where!

    Now, the big thing: the big score – really big score: the Mac Pro – make it so far ahead of any thing PC and we’ll see AAPL at new highs and no looking back ever again.

    Please don’t say it’s already far ahead of any thing PC – it’s not. It’s just better by some, not by as much as it needs to be to be forever uncatchable. Go for it Steve my boy… it’s about time!

    And, for God’s sake, let us see some modern displays (but not glossy – you’re wrong Steve, not everybody wants glossy; in fact, almost no one does – you were uncharacteristically dead wrong on glossy. The current line is so out of date it’s laughable and very un-Apple to say the least.

    Serious computers for serious adults!

  7. Large corporations don’t like Vista, but they can’t stand fanboizm either.

    What corporations DON’T like is any sign of vendor instability. Nobody wants to be stuck with orphanware.

    That said:

    With the world economy in crisis–and even Dell reportedly thinking of selling off its factories–

    If Apple can say “We’re healthy and growing, here are the numbers. We’ll be here tomorrow to support our product.”, that’d make a compelling case against struggling bottom-feeders.

    Add in Boot Camp plus proven lower ownership costs, and you stand a great chance at breaking the old entrenchment.

  8. Actually corporate buying departments don’t give a lick about “fanboi-ism”. It’s not on their radar in the least. Simply not what they look at. I would tell you what they are looking for, but you (Raving MacHead) are obviously far too dull to understand reason, since you prove your dullness here every single day.

  9. “Young fanboy fodder.”

    right, check. speculation that Apple may have a new build process = fanboyism.

    and Raving MacHead = troll.

    anything else i should get outta that?

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