The Wrong Dimension
Apple has been doing this for years. At this point it is impossible to believe they aren't just trolling the world. They never seem to know which dimension to focus on.
How many years have they spent touting how they shaved 1/1,000,000th of a millimeter off the "thinness" of a MacBook Pro? – or some similar fraction of a pound off its weight? – when what people wanted was all-day battery life and maybe built-in cellular connectivity. "Here's a touch bar, and a broken keyboard!"
The iPhone peaked with the 13 Mini. Sales weren't what they expected, so they haven't followed up on it. The sort of people who want a tiny, pocket phone, aren't going to be swayed to upgrade because of a fancier camera or additional lumens. Make a smaller phone! A lighter phone!
Sales of the Mac Pro aren't what Apple would like to see. "See, there's no market for this!" Apple made a beautiful case with limited expansion and specs on par with their FAR cheaper, smaller products. It's simply impossible to know why the Mac Pro isn't more popular.... :-/
And here we are again. Apple could have shrunk the width and height of the Air, but instead they made it thin. Thinness doesn't make it fit in your pocket appreciably better. It doesn't improve performance. It looks good in photos – sure. Does that benefit anyone though?
As a final thought, there's also the Vision Pro. The "dimensions" they focussed on included build quality, screen resolution and latency. Great. But it weighs so much no one wants to wear it. Brilliant.
One day we'll get insider details into the debacle of the Apple Car, and I guarantee the moral of the story will have the same refrain.
Anyway....
Juli Clover