Want to sell more Macs, big screen is more efficient than M2 chip

In 2008, Jobs took out the MacBook Air from the document bag, and it was deeply bound to "thin and light".

The wedge-shaped aluminum unibody has also become the strongest design language of the MacBook Air series.

After 14 years, the MacBook Air with the M2 chip completely said goodbye to the traditional design, using a flat design similar to the new MacBook Pro.

This is also the biggest change in the MacBook Air series, but it remains the same, Air is still synonymous with thin and portable.

The new MacBook Air has a uniform thickness of 11.3mm, which is thinner than the previous iPhone 2G (11.6mm).

Not only that, the screen size of the new MacBook Air has also been increased to 13.6 inches. This small size increase should be brought about by the "bangs" screen, which is not much different from the traditional 13-inch laptop in actual experience.

If you want a big-screen Mac, the MacBook Pro 16 is still the only option.

Before and after the release of the new MacBook Air, whether it was DSCC, a display supply chain consultant, Ming-Chi Kuo of Tianfeng International Securities, or Bloomberg, according to sources, the MacBook Air product line would be differentiated into a new 15-inch large screen size.

Not only the MacBook Air, the size of the iPad will also reach 14.1 inches, and it is not ruled out that there will be a "folded" version of the larger iPad in the future.

Apple's "computer", the screen has been getting bigger

According to Apple's positioning, personal computers actually have two branches, one is the traditional MacBook, and the other is the iPad.

When the iPad first appeared as a complement to the 3.5-inch iPhone and 13-inch MacBook, 9.7 inches was its golden size.

However, with the emergence of the Plus version of the iPhone, the original space of the iPad has been continuously squeezed, and the previous "filling position" has lost its meaning.

In addition, the long life cycle of the entertainment-oriented iPad also reduces people's willingness to upgrade.

With the rise of the A-series chip performance, the iPad Pro was born, and the screen size was also increased to 12.9 inches in one fell swoop. The iPad Pro is no longer going to fill the seat, but is supported as the next generation of personal computers.

In the same year (2016), Apple announced the discontinuation of the 11-inch MacBook Air, and the 13-inch MacBook Air became the entry-level product for Mac.

Before switching to the M chip, Apple expanded the screen size of the MacBook Pro to 16 inches. After that, the newly designed MacBook Pro series screens were raised to 14.2 inches and 16.2 inches.

Even aside from the extra size benefits brought by the "bangs" narrow-frame screen, the new MacBook Pro still makes a compromise on the size of the large screen.

In Apple's product series, "big screen" is almost a symbol of the Pro series. The maximum size of the iPad Pro is 12.9 inches, and the maximum size of the MacBook Pro is 16.2 inches.

A larger screen will undoubtedly bring more space for multi-tasking and multi-threaded work.

In addition, the "Front Scheduling" function introduced in the newly announced iPadOS 16 and macOS Ventura systems will undoubtedly require a larger screen to take full advantage.

Even in the 14-inch MacBook Pro, "front-of-stage scheduling" is still a bit cramped, and the screen size is still not enough, let alone the experience on the iPad Pro 11.

Larger screen sizes have become necessary.

"Big screen" is no longer linked to Pro

In Apple's non-Pro lineup, the largest screen size is just 13 inches. If you only want a "big screen", you can only bite the bullet and buy the Pro series, for which you need to endure the features that are not light and thin and pay for extra performance.

When the 15-inch MacBook Air appeared in various "rumors", whether it was The Verge or 9to5Mac's comment area, many users issued "Yes".

The large-screen non-Pro MacBook is essentially a market segmentation behavior, expanding the original single product to meet the needs of more users.

The large-screen MacBook Air meets the needs of a large screen and thinness, and may be more "cheaper" than the Pro.

After the launch of the M2 MacBook Air, many people were ambiguous about its starting price of 9499 yuan, and hesitated to add money to the Pro. The new MacBook Air seems to be a bit of a "price anchor".

For the large-screen MacBook Air, even though it may have a higher price than 9499, it is very likely to become a product that hits the pain point.

In the tablet computer, 14.1-inch products are also very likely to appear in the non-Pro series. The "big screen" is its selling point, and it forms a double line with the 11-inch iPad.

The continuous subdivision of products is similar to the division of the iPhone generation into four, all to better promote sales and increase market share.

The obvious attribute of a large screen, after leaving the Pro, is almost a card played to increase sales.

Large-screen Apple devices are the password to increase sales

The iPhone 6 series has maintained the record of Apple's sales king, with 220 million units sold. Among them, the large-screen iPhone 6 Plus accounted for 60% of the shipments, surpassing the relatively small-screen iPhone 6 and becoming the backbone.

The subsequent launch of the large-screen iPhone has also been the main force in shipments. Even though the iPhone is now divided into Pro and non-Pro, the main shipment is still the one with the large screen.

Even in this year's iPhone 14 series, the mini will be cancelled and a large-screen iPhone similar to the Pro Max size will be added.

Recently, the "folding screens" that major manufacturers have entered the game in advance, from a certain point of view, they are also a large-screen device, and the most attractive is the large-size screen.

Compared with the iPhone with a clear product line, the Mac or iPad is still in the process of fully converting to M chips.

The new design style of the Mac has been determined, and the iPad may also undergo a round of updates in the second half of this year.

With the continuous market segmentation of the iPhone, Apple has a very high market share. In contrast, Mac or iPad still has some room for improvement.

In the first quarter of 2022, global PC shipments fell by 4.3%, while MacBook sales rose 8% against the trend, all due to the differentiation made by the M1 MacBook, Counterpoint Research said in the report.

Even though the MacBook has a very bright performance, it still accounts for only 7.1% of the overall share, which is still a niche.

Likewise, the tablet market also shrank by 3.9% in the first quarter of 2022. Although the iPad has a 31.5% share, compared with the same period last year, it has fallen by 4.6% with the general environment, and the gap with the second-place Samsung Galaxy Tab is narrowing.

The dividend of the M chip is disappearing, and the new design, new size, and positioning of the segmented demand with the appearance of the M2 are the active changes made by Apple for higher sales volume and larger market share.

Like the iPhone 6 series, Apple obviously hopes to win the favor of more consumers and gain a larger market share through the rough and simple change of "big screen".

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