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For its part, Apple is insisting the iPhone XR is a success – or at least a relative one compared to the XS models – but the fact that the firm announced it will stop sharing figures on the number of iPhone units sold in its financial results has raised some eyebrows. Meanwhile, the iPad isn’t faring so well going by the latest Q4 figures, with Apple’s tablets slumping 6% year-on-year in terms of units shifted, and revenue was down further at a 15% drop. On the computing front, Mac shipments were down very slightly (2%) at 5.3 million units in the quarter – compared to 5.4 million in Q4 the previous year – but those sales generated a revenue of $7.4 billion (around £5.9 billion, AU$10.3 billion), which was actually up 3% year-on-year. That’s not a bad result considering that last year was a strong Mac performance from Apple (up 25% in Q4 of 2017). We also have to bear in mind that this quarter doesn’t include the impact from the freshly launched MacBook Air, or the Mac mini – only the refreshed MacBook Pros.
Speaking of which… MacBook machinations This year witnessed the introduction of MacBook Pro with Touch Bar models equipped with faster 8th-generation Intel Core processors. The larger 15-inch notebook got turbocharged with a six-core chip (capable of boosting up to 4.8GHz on the top-end CPU), with the 13-inch spin having a quad-core processor.
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Those who are hungry for power to tackle computing-intensive tasks also got the ability to beef up the system memory to 32GB in the 15-inch MacBook Pro. So there’s no doubt that you can now spec up a much more powerful MacBook Pro than was possible before, plus Apple added a True Tone display – which intelligently adjusts the screen to match ambient lighting conditions – along with a revamped third-generation keyboard designed to keep typing noise down. While the performance boosts are clearly welcome, particularly with the 15-inch MacBook Pro, connectivity issues persist, with a lack of ports still evident. And some of the fresh features introduced, like the self-adjusting display, are aimed more at consumers, and may not appeal to professionals (who will doubtless be more interested in color accuracy than what they may view as automated gimmickry). There’s a danger Apple is forgetting its target audience here, at least to some extent. Also, these notebooks remain seriously pricey.
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And, of course, if Apple is trying to cultivate a greater level of mass-market appeal in some small measure, that very much still works against this. As for the MacBook Air, there was disappointing s on the price front here, too, with 2018’s model being the most expensive entry-level one to date. Granted, there have been some nifty improvements, including a gorgeous screen, and the refreshed machine is supremely portable, but it doesn’t step up much on the performance front, only running with a dual-core Intel Core i5 processor with a base clock of 1.6GHz. As we noted in our review, the MacBook Air 2018 felt a touch sluggish at times, as if the processor was struggling (particularly when multitasking).
And given the ramped up asking price, we don’t really feel that’s good enough. We didn’t see a vanilla 12-inch MacBook this year, and some have even wondered if this MacBook Air is effectively a replacement for that model. But if that’s the case, it’s barely any more powerful than the old 12-inch machine, which doesn’t seem very satisfactory. However, it’s still possible we’ll see a 12-inch MacBook in the spring of 2019 (or at some point next year). Mac mini marvel Okay, so while we’ve got mixed feelings about the MacBooks, what can’t be argued about is that the return of the Mac mini represented a stroke of genius from Apple.
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