It seems that all of Apple’s executives are singing from the same hymn book when it comes to the existence of laptop/tablet hybrid hardware. Apple’s Phil Schiller has already commented on the existence of Microsoft’s Surface Book by saying that he doesn’t believe that there will ever be an expanding market for this type of hardware. Echoing the thoughts of Schiller, Apple Chief Executive Officer, Tim Cook has also described the Surface Book as being a “diluted” product that doesn’t seem to understand what it wants to be. Now, Apple’s CEO has gone a little further and given an insight into whether or not Apple would be interested in exploring such a product.
Tim Cook did not miss the chance to once again reaffirm his thoughts on Microsoft’s Surface Book, when asked if Apple was contemplating on designing a similar product in the near future. Apple has always towed the official line that converged services that try to be two things at once generally only end up providing an overall negative user experience that detracts from the individual capabilities of the “converged” products; in this instance, a MacBook and an iPad.
It’s clearly something that Apple feels strongly about:
We feel strongly that customers are not really looking for a converged Mac and iPad. Because what that would wind up doing, or what we’re worried would happen, is that neither experience would be as good as the customer wants. So we want to make the best tablet in the world and the best Mac in the world. And putting those two together would not achieve either. You’d begin to compromise in different ways.
Apple’s current official stance on the Surface Book may be that it’s something that the company doesn’t want to replicate, but it’s clear that the Cupertino-based company will be monitoring the launch and general opinion the hardware is receiving very closely. Apple has a history of taking a laid back approach to new markets with the consumer technology industry, often seeing what the competition offers before swooping in with a similar offering that takes things to the next level. It will be extremely interesting to see if the same approach ultimately ends up playing out with the hybrid type product.
(Source: Irish Independent)