Apple's Phil Schiller: 'We Don't Design for Price, We Design for the Experience'

Following the launch of the redesigned MacBook Pro, CNET has published an interview with Apple executives Phil Schiller, Jony Ive, and Craig Federighi, highlighting some of the design decisions that went into the new machine.

The contextual OLED Touch Bar on the new MacBook Pro, which is its key feature, has been in development under the direction of Jony Ive for at least two years, and according to Ive, it "marks a beginning" of a "very interesting direction" for future products.

newmacbookpro
Apple's new MacBook took so long to develop because the company didn't want to "just create a speed bump," aiming instead for something that's a "big, big step forward." Apple marketing chief Phil Schiller says the MacBook Pro will allow Apple to "create many things to come," some of which "we can't envision yet." He also said Apple isn't driven by a calendar, but is instead aiming to create "new innovations" in the Mac line.

Many customers are unhappy with the high price of the new MacBook Pro models, something Schiller addressed in the interview. An entry-level 13-inch MacBook Pro with a Touch Bar costs $1,799, a full $500 more than previous-generation models, and 15-inch models start at $2,399. Schiller says Apple cares about price, but has to design for experience rather than cost.

Affordability is "absolutely something we care about," Schiller says. "But we don't design for price, we design for the experience and the quality people expect from Mac. Sometimes that means we end up at the higher end of the range, but not on purpose, just because that's what it costs."

The MacBook Pro's Touch Bar doesn't signal a future move into touchscreen Macs, something the Apple executives made clear. A Mac with a touchscreen isn't "particularly useful," Ive said, while Schiller said Apple investigated the possibility of converging iOS and Mac devices but decided against it.

"We did spend a great deal of time looking at this a number of years ago and came to the conclusion that to make the best personal computer, you can't try to turn MacOS into an iPhone," Schiller says. "Conversely, you can't turn iOS into a Mac.... So each one is best at what they're meant to be -- and we take what makes sense to add from each, but without fundamentally changing them so they're compromised."

Both Federighi and Schiller believe the laptop is a form factor that's going to be around for a long time. "As far as our eyes can see, there will still be a place for this basic laptop architecture," Schiller said, pointing out that it's been useful for the past 25 years.

Apple's 13-inch MacBook Pro model with no Touch Bar is available for purchase starting today and will deliver in just a few days. The new 13 and 15-inch models that do include Touch Bars are available for order, but won't ship until mid-to-late November.

Along with a Touch Bar, Apple's new MacBook Pros feature upgraded processors, new graphics capabilities, improved displays, faster SSDs, Thunderbolt 3 support, and 10 hour battery life.

CNET's full interview, which also focuses on the history of the Mac notebook lineup, is well worth checking out.

Related Roundups: MacBook Pro 13", MacBook Pro 16"
Related Forum: MacBook Pro

Top Rated Comments

The Mercurian Avatar
59 months ago
"Affordability is "absolutely something we care about," Schiller says...
.....just not very much..
Score: 118 Votes (Like | Disagree)
erzhik Avatar
59 months ago
Sorry, but MBP is overpriced. There is nothing groundbreaking and yet the price hike is absurd. The Touch Bar is a gimmick that will not help with productivity at all. It's just flashy for the sake of being flashy.
Score: 117 Votes (Like | Disagree)
businezguy Avatar
59 months ago
You may not design for price, but my credit card is not designed for your price.
Score: 112 Votes (Like | Disagree)
Drms3930 Avatar
59 months ago
I really feel like they've lost the plot. Sad. I love MacOS and do not want to move to another system, but I will be left with little choice at this rate.
Score: 106 Votes (Like | Disagree)
Stella Avatar
59 months ago
Hmmmm. Yes definitely design for the price and screw usability experience.

Form above functionality and hiked prices.

I'm looking for a laptop that has value for money and great performance. These machines lack value for money.

I'm not interested sitting in Starbucks displaying eye candy!
Score: 95 Votes (Like | Disagree)
Macaddict16 Avatar
59 months ago
They did this because they had courage. No other reason. Apple has been very courageous as of late.
Score: 87 Votes (Like | Disagree)

Top Stories

prosser macbook air colors stacked

Images Reveal Colorful New MacBook Air Design

Tuesday May 11, 2021 5:06 am PDT by
Apple's next MacBook Air will feature a completely new design and come in a range of colors like the 24-inch iMac, according to leaker Jon Prosser, who has now released supposedly accurate renders of the new machines based on leaked images. In a new video uploaded to YouTube channel Front Page Tech, Prosser elaborated on his previous prediction that Apple's next-generation MacBook Air models ...
iPhone 13 Camera Backs

iPhone 13 Models Will Be Slightly Thicker and Will Have Larger Camera Bumps

Monday May 10, 2021 10:41 am PDT by
Apple's upcoming iPhone 13 models will be slightly thicker than the iPhone 12 models and will also feature larger, thicker camera bumps with lenses that protrude less, according to iPhone 13 schematics seen by MacRumors. The new iPhone 13 and 13 Pro models are expected to feature a thickness of 7.57mm, up from 7.4mm in the iPhone 12 models. That's an increase of 0.17mm, which won't be hugely ...
3d printed airtag case siri remote

3D-Printed Case Lets You Attach an AirTag to Your Apple TV Remote

Monday May 10, 2021 8:11 am PDT by
Apple recently released a redesigned Siri Remote with a physical clickpad, but if you have an original Siri Remote laying around that you still plan on using, you may be interested in getting an AirTag case for the remote. Etsy user PrintSpiredDesigns has capitalized on the opportunity with a new 3D printed, made-to-order AirTag case for the original Siri Remote. The remote slides into the...
airtag hacked

AirTag Successfully Hacked to Show Custom URL in Lost Mode

Monday May 10, 2021 1:52 am PDT by
The inevitable race to hack Apple's AirTag item tracker has reportedly been won by a German security researcher, who managed to break into the device's microcontroller and successfully modify its firmware. Yesss!!! After hours of trying (and bricking 2 AirTags) I managed to break into the microcontroller of the AirTag! 🥳🥳🥳/cc @colinoflynn @LennertWo pic.twitter.com/zGALc2S2Ph— stacksmashing ...
zoom app icon

Apple Gave Zoom Access to Special API to Use iPad Camera During Split View Multitasking

Sunday May 9, 2021 2:00 am PDT by
Zoom, a hallmark platform used by millions during the global health crisis, has been given access to a special iPadOS API that allows the app to use the iPad camera while the app is in use in Split View multitasking mode. This case of special treatment was first brought to attention by app developer Jeremy Provost, who, in a blog post, explains that Zoom uses a special API that allows the...
tracking disabled ios 14 5

Analytics Suggest 96% of Users Leave App Tracking Disabled in iOS 14.5

Friday May 7, 2021 1:51 am PDT by
An early look at an ongoing analysis of Apple's App Tracking Transparency suggests that the vast majority of iPhone users are leaving app tracking disabled since the feature went live on April 26 with the release of iOS 14.5. According to the latest data from analytics firm Flurry, just 4% of iPhone users in the U.S. have actively chosen to opt into app tracking after updating their device...
Top Stories 59 Feature

Top Stories: Epic Games vs. Apple, Hidden AirTag Mode, Apple Music Hi-Fi, Colorful MacBook Air?

Saturday May 8, 2021 6:00 am PDT by
While we wait for the newly introduced iMac, iPad Pro, and Apple TV models to launch later this month, this week saw the kickoff of the big Epic Games v. Apple trial, with lots of juicy tidbits coming out as the two sides make their arguments. This week also saw some rumors about a Hi-Fi tier for Apple Music, more biometric sensing capabilities for Apple Watch, and timing for the...
Apple 5G Modem Feature

Kuo: Apple-Designed 5G Modem May Debut in iPhones as Early as 2023

Sunday May 9, 2021 10:02 pm PDT by
Apple plans to adopt its own custom-designed 5G baseband chip starting with the 2023 iPhones, meaning it'll no longer need to rely on Qualcomm to supply the 5G cellular modem for the iPhone, Apple analyst Ming-Chi Kuo said today in an investors note obtained by MacRumors. According to Kuo, Apple plans to include its own custom-designed 5G baseband chip starting with the launch of the 2023...
maxresdefault

Video: Make Your iPhone Last Longer With These Battery Preserving Tips

Monday May 10, 2021 1:23 pm PDT by
Maximizing battery life is something that many iPhone users deal with on a regular basis as we all want our iPhones to last as long as possible. Sometimes there are bugs in iOS that make the battery drain faster, and sometimes we just need to eke out as much as possible on a long day out and about. Subscribe to the MacRumors YouTube channel for more videos. In our latest YouTube video, MacRumo...
m1 ipad pro chip

M1 iPad Pro Over 50% Faster Than Previous Generation in Early Benchmarks

Tuesday May 11, 2021 11:56 am PDT by
Last month, Apple introduced a new iPad Pro with the same M1 chip found in the latest Macs, and early benchmark results indicate that the M1 iPad Pro is over 50% faster than the previous-generation iPad Pro. Based on five legitimate Geekbench 5 results (here's the fifth) for the fifth-generation 12.9-inch iPad Pro with the M1 chip, the device has average single-core and multi-core scores of...