Well, he’s no longer a Mac. Now he’s something called a, “Justin Long?” Whatever that is.
Justin Long is known for his role in the notable “I’m a Mac” ad campaign Apple ran shortly after switching their Macs from PowerPC processors to Intel. By leaving PowerPC processors behind, Apple was able to pick up more performance and more developers. The fact that someone could own a Mac and run Windows and Linux on it meant the Mac became the most versatile machine for developers. Nearly every office I’ve worked in has been ran on Macs, largely thanks to Apple’s switch to industry-standard x64 (the 64-bit version of x86) architecture through Intel chips.
However, Intel hasn’t kept up with performance gains other chipmakers have made. They’ve struggled with creating smaller, faster, and more efficient chips. Some of their chips had to be hobbled due to security flaws. Apple hasn’t had the same problem with their own ARM-based A-series processors in their iOS devices. Now they have their M-series Mac processors, based on the same architecture. We don’t yet know if there will be a ceiling on performance for these processors. They currently underperform compared to Intel’s fastest chips, but Apple has released only low-end Macs, We’ll know more once they release an Apple Silicon powered iMac, MacBook Pro, or Mac Pro.
Currently, however, the M-Series Macs cannot match the Intel Macs in compatibility across apps. Apps like emulators and other tools for software development are lacking. Some are outright impossible due to the layers of emulation required. Now—when Apple’s program is in its infancy—is the perfect time to attack Apple’s devices for their lack of flexibility for running all of your apps and tools for work.
But that’s not what Intel did.
But It Bends!
I don’t think I’ve ever seen someone use a Windows 2-in-1 PC. Windows just isn’t designed well for it and the devices are thick. Often it means having the keyboard facing out, which isn’t comfortable. Are you clicking something? Accidentally typing something? Are pieces of dust or other particles getting into your keyboard? At what angle does it turn back on?
I’ve seen plenty of people using a Mac or an iPad. I’m a person who uses both a Mac and an iPad. My computer also isn’t my iPhone, and I’m comfortable with that as well. That’s not to say that I don’t think Apple could innovate on the basic laptop design. The Touch Bar touchscreen display was a terrible choice that dampened the functionality of the keyboard. However, Apple could still find other ways to innovate. Apple Pencil compatibility for the giant trackpad, for example. They could also have the hinge of the MacBook lineup feature an extended design similar to the Magic Keyboard, allowing the screen to fold flat and face up for use as a tablet.
MacOS Big Sur certainly feels more touch-ready than previous versions of macOS, but Apple hasn’t released a touch screen Mac. Even the iMac is expected to retain its plain, now uninspired, design. Admittedly, Apple’s hardware design has gotten stale. While the M-Series chips would have been a good excuse to innovate, we just haven’t seen it yet.
Missing the Mark
The fact that Apple hasn’t added a double hinge and a touchscreen to their Macs isn’t the selling point Intel should attack Apple over. People just aren’t interested in Windows tablets or 2-in-1 PCs. What they are worried about is whether or not they can use their computer for work, especially since many office workers have worked from home over the past year, often from personal machines. People aren’t worried about whether or not they can get a heavy arm reaching up to poke their screen and smudge it with fingerprints. They’re worried about whether or not they’ll need a second computer for work if they buy a new Mac. That’s not something Intel even focuses on in their marketing fluff website.
I can’t buy a new Mac. That’s why when I noticed Apple bumped the specs of the MacBook Pro, I traded in my old MacBook Pro for the new one, what will likely be the last Intel MacBook Pro for a long time. The M-Series Macs cannot run much of the software I need for work. I use Android emulators when I work. Extensively. I don’t have a company-provided Android device and don’t want to use my personal Android device for development. I can’t run Android apps through an emulator on a new MacBook. Supposedly, Android Studio performance is lacking on the machines as well, and it’s already slow.
Speaking of Android Studio, it eats a lot of memory. More than 16GB, the maximum amount of memory in the Apple Silicon Macs. My MacBook has 64GB, and I’ve gone over the 32GB threshold before. The new Macs just can’t cut it for me.
Can I Work From This?
My parents were looking to replace their ancient iMac. They’re thinking of a low-end MacBook. The MacBook Air would be perfect for them. But before I could recommend it, I needed a list of the applications my mom, who works from home from her iMac, used to do her work. I couldn’t direct her to this list, because she had no idea what “M1 optimized” or “Rosetta 2” meant. So I had to look it up for her. Most people aren’t going to want a consultant just to see if they can work with their devices. They’re just going to buy the PC that “just works.” Yes, now it’s the PCs that “just work.” Well done, Apple.
People are also going to be less likely to trust someone who says, “Yes, it should work, but if there are any other apps you use, you’ll have to check this list.” As we’ve seen from the pandemic, climate change, and LGBTQ+ rights, many people don’t trust information from educated people if they don’t understand the reasoning. That goes double for technology. People don’t trust tech experts if they can’t adequately explain to them in plain terms what things are. But emulation, translation between chips, it’s a hard concept to explain simply.
Many people can still work from home on an M1 Mac. It supports remote desktop capabilities, and many of their favorite work apps. But for some, it just doesn’t do it all. Looking at the list of apps that do not run at all on isapplesiliconready.com, there are a few apps that I needed to use to get through school. Development programs, emulators, drivers for devices, and more. I had to convince my parents a Mac would be right for me in college. In 2021, that’s not an argument I’d win. Frankly, they just don’t work as well for college anymore, at least not computer science students.
It Doesn’t “Just Work” Anymore
Right now, people just want to know if they can still use their computer for everything if they get a new Mac. And my answer right now is, “I don’t know, but I can’t.” That’s not confidence-inspiring. That’s not going to sell someone on a new Mac. But it’s the truth. I just can’t guarantee that a Mac will work for everyone now that Apple’s using their own silicon. One day, things may be more stable. However, if that day comes and Apple’s compatibility is still worse than it was under Intel chips, when people ask if they can use their Mac for everything, we’ll have to say, “No.” After all, now that they can’t run Windows natively, we already have to answer, “No” when someone asks if Macs are good for gaming. When they also lose work productivity, the answer to, “What can I use a Mac for,” will be, “You? Not much, unfortunately.”
That’s what Intel and Apple’s competitors should be focusing on right now. Not whether or not PCs have an extra hinge that has nothing to do with the processor and nothing to do with anything consumers actually care about. No one cares about Windows tablets, Intel, they want to know if they can use their computers for work. Right now, for many, the answer is no. Run with that.
Sources:
- Sami Fathi, MacRumors
- Wesley Hilliard, AppleInsider
- Michael Potuck, 9to5Mac
- Will Shanklin, AppleInsider