The New Macbook Pro

For my entire time at Andover, my laptop computer has been a Compaq Presario, which needless to say is not the best piece of technology out there. These three and a half years have been enough time to dream of getting a better computer, and like millions of other people, that computer is the Macbook pro. Apple has gradually attracted me more and more to their products, so I planned on getting a Macbook pro after graduation.

But something very enticing happened recently: rumors about a new Macbook pro began to circulate throughout the internet, and about a week ago to a substantial degree. Large amounts of speculation  about possible new upgrades ran rampant and rumors about the release date exacerbated the hype. And finally today, on Steve Jobs' birthday, the new Macbook was released. I'm not sure if the leaked plans for the new Macbook pro were intended by Apple or not, but they certainly helped to advertise Apple's new product and propel their brand identity.

The people who will be most eager to buy the new Macbook are huge Apple fans, ones who scan websites, forums and blogs dedicated to Apple. This is where a lot of the speculation regarding the updated laptop release took place, so right there is an initial demographic ready and willing to either purchase or tell people about the new computer. Once this group of people is informed, it's only a matter of time before the news becomes widespread.

Apple's brand has always been one identified as being "current," "superior" and "exciting." The hype over the new release adds onto what Apple has already been able to make people think about it. In the words of Kevin Roberts, Apple is a "lovemark" brand, "infused with mystery, sensuality and intimacy, and [one] that you recognize immediately as having some kind of iconic place in your heart."

The word "intimacy" related to Apple as a brand becomes very apparent in this recent release. Steve Jobs is the founder of Apple, so people who love the brand also love him. What better way to exploit this relationship than to release the new Macbook on his birthday. This ploy by Apple on top of Jobs' recent health issues certainly creates an emotional connection with Apple, making the brand more effective.