Apple
MacBook Pro Laptop 17" High Definition 2009 edition.
(Gizmode, 2008)
Apple has upgraded their Apple
PowerBook edition laptop computer to the Apple
MacBook Pro by adhering to the design principles of "KISS and MISS (keep it simple and make it simple") and "minimal information content of the design." The simplicity principle, renowned by Apple, creates an intrigue as to how such a sleek, simple design can incorporate such a complex, modern, state of the art piece of engineering and so enticing the user to want to operate it. The irresistible appeal of the product is achieved by also including the design principal of minimal information content. The “keep it simple” principle is fundamental to the design and manufacture of this product where, straightaway, the single colour scheme gives a minimalistic and neutral feel. Clean lines and a reduction in openings and moving parts also enhance the simplicity theme creating the minimalistic feel. It is evident that Apple has created this laptop to enable the user to navigate around it easily, feel at home and gives the user a desire to use it. A quote by Albert Einstein helps to explain a design principle that is in keeping with the design “everything should be made as simple as possible, but not simpler.” If the design was to be made simpler then functionality may be lost. This laptop is slimmer, lighter, and uses up to 50% less power without a loss of functionality compared t the 2007/2008 model. The design principle of minimizing information content has been achieved by making the laptop self-explanatory to use without the need for instructions. It is clear how to turn the computer on as the power button is clearly labelled with the standard symbol for power. The mouse has only a single button; this creates less confusion on how to click on an item. Controls for the speaker volume, DVD eject, and contrasts have been incorporated into the function buttons on the keyboard in a self-explanatory manner. The laptop has no unnecessary switches or buttons in comparison to many laptops that have a case mounted hardware switch to turn Bluetooth and Wifi on or off. This is unnecessary because these functions are easily managed within the computer's operating system software. To further enhance the simplicity of the design, Apple has minimized the amount of excess material around the screen.
As well as keeping the design simple, Apple aim to provide the best quality both inside and outside making this laptop with the world’s most advanced operating system with powerful software to match. This can be felt from the moment you touch a
MacBook Pro, by its slimness, lightweight and refined strong appearance. The quality has been enhanced by using one material for its casing and just one seamless enclosure that has been carved with computer, numerical control (CNC) for precision from one piece of aluminium, thereby keeping it simple. This principal known as the unibody enclosure and it reduces the risk of malfunction by not having any joins or other moving parts. (Apple ,nd) Aluminium is a critical part of the design, apart from being aesthetically pleasing; aluminium is an extraordinarily versatile material making it ideal in terms of its strength, and more importantly, its lightweight qualities. The slim design owes much to the use of LED backlight technology which does not require space as opposed to LCD’s. An LED backlight gives the same amount of brightness but in less space and it reaches maximum brightness instantly. Another big difference, in line with the ‘keep it simple’ principle, is the display screen which is just uninterrupted glass from edge to edge adding structure to the display underneath it. Apple have adhered to the design principle of minimal information content by creating a new trackpad that has no button, this is because it is the button. There is more room to click and one less moving part all adds to the quality of the design. Engineers spent a long time researching the sensitivity, the sound and the friction of this trackpad over the smooth glass surface. (Gizmode, 2008)
The “make it simple“ design principle has been a key principle in the complete design. If there are less moving parts and also less parts in general, then the product is easier to manufacture and improves its quality by increasing its reliability. The following picture shows simplicity of the workings of this laptop.
(Gizmo, 2008)
Of course the impact of these design principles will influence the price. Notably, for the research required from the smallest detail to the biggest engineering breakthrough. For example, aluminium is expensive in comparison to other materials. The plus side to this though is Apple’s commitment to helping to preserve the environment. Aluminium, although expensive in comparison to plastic can be recycled over and over again reducing about 95% of the energy required for primary production (International Aluminium Institute, 2009.) so too can the glass and most of the other components used. The
MacBook Pro is energy star compliant and meets the government standard for energy efficiency. All models also have EPEAT Gold status which is the highest standard for environmental performance in the electronics industry. As the
MacBook Pro is slimmer and smaller, packaging has also been reduced by 37% thereby reducing transportation costs and fewer trees to make the packaging. In March 2009 Apple was ranked tenth on the Green Peace ‘Guide to Greener Electronics’ (Green_Peace, 2009). Customers pay a premium for this product because, although Apple may use an Intel processor, their electronic and software engineers are 100% responsible for the design and manufacture of the entire product.
Every aspect of the laptop has been created with the simplicity and minimalistic principles in mind promote its aesthetic qualities and this ethos will influence the price. The cost is higher because the materials used are of a superior quality, in particular, the aluminium case in comparison to many laptops which have plastic cases. For example, a rival company, Hewett Packard, sells the X16-1280 laptop (PC_World, nd), with similar technical specifications for £1199.00. In contrast to Apple, this HP laptop is built using conventional laptop materials with less regard to the environment thereby reducing the prospect of recycling at the end of its life, vitally important in today's climate.
On reflection, the two key design principles that have been used in the
MacBook Pro design compliment each other. The two principles of simplicity and minimisation work together so that if you alter one you change the other. These design principles allow Apple to charge significantly more money for their laptop as they are confident that they have buyers willing to spend more money for what they consider a superior product, both aesthetically and performance wise, whilst helping conserve energy and consider the environmental impact.
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http://www.greenpeace.org/raw/content/international/press/reports/Guide-Greener-Electronics-11-edition.pdf
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http://www.world-aluminium.org/About+Aluminium/Benefits
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http://www.pcworld.co.uk
Toms_Hardware, (January 18th 2006), Apple: Design and software, not hardware, distinguish Macs from Intel-based PCs. Retrieved May 03 2009, from
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