Why is the Mac taking PCs to the proverbial woodshed? According to Apple's global marketing chief Phil Schiller, it's because Apple has had the bravado to do what the PC industry is still "afraid" to do. That's according to what Schiller said to Time magazine this week after unveiling the new Macs and iPads.
I began by asking him about the streamlining of Mac hardware that’s been going on for years now. Apple has put its computers into unibody cases, sealed in the batteries, removed the optical drives, dumped hard disks when possible and either shrunk or eliminated many once-standard connectors. Rather than adding new features with abandon, as tech companies usually do, it’s whittled the Mac down to its elegant essence.
“This is what Apple has always been about, and the Mac has been about, from the first Mac and first iMac,” Schiller said. “It’s always been about making the best Mac we know how. Among the many benefits are making it easy to use and affordable, with great features. This high level of integration is part of delivering on that.”
“These old technologies are holding us back,” he concluded. “They’re anchors on where we want to go... We find the things that have outlived their useful purpose. Our competitors are afraid to remove them. We try to find better solutions — our customers have given us a lot of trust.”
To read the full interview with Schiller (and please note how he danced around the question of what he thinks of Microsoft's Surface tablet), click here.