Apple's Mac refresh plays into download strategy
Apple today released new versions of its Mac computers as well as the system software that powers them.
At first blush, today's changes would seem to be business as usual for the technology giant, which has built massive success off cyclical updates to its products. But behind the scenes the changes represent a carefully crafted strategy in how the company presents its products to customers, as well as getting its machines more tightly connected to its various digital storefronts. Read on to find out what's new.
New operating system
Notably, Lion is the first version of the Mac OS to be made available only as digital download to existing Mac OS users, short of having them buy a new computer. That's a stark contrast to years past, where users would have to turn to a retailer to get a DVD. Apple has made that happen through the Mac App Store, a digital downloads storefront the company introduced earlier this year that now comes included out of the gate with Lion.
In what appears to be a concession to users who aren't in a spot to download the 4GB Lion install file, Apple today announced it would also be offering the new OS on a USB stick sometime next month that will let users run the update even if they don't have an Internet connection.
Between the current download-only status of Lion, and a dwindling supply of boxed software offered in the company's retail stores, Apple has made a concerted effort to position the Mac App Store as the place to get apps and games. That's been especially true of the company's software applications like Final Cut Pro X, which is only available through the Mac App Store, and pro photo app Aperture, which can be had at less than half the cost of its boxed counterpart if buyers choose to go through Apple's digital storefront.
New Macs, display Alongside Lion, Apple today updated two of its Mac computer lines with technology it began adding to its products earlier this year. That change is the move to Intel's newer Sandy Bridge processors alongside the introduction of Thunderbolt, a joint collaboration between Apple and Intel to produce a high-speed port that would take up less space and offer speeds that were faster than USB and Firewire.
Adding Thunderbolt to the rest of these products is important given that savvy consumers have long been expecting it to infiltrate the rest of the company's Mac lineup since the feature first appeared with February's MacBook Pro refresh. For some, that very expectation, along with the wait for Lion could have been keeping them from buying a computer, a concern that Apple has now addressed.
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