Following today’s splashy media event, Apple looks lots more like the company I loved—and loathed—last decade. The smartwatch and new, ultra-thin and light MacBook take Apple back to its core (no pun intended). Both products are all about status. Make no mistake: The devices you use establish status—having the newest, coolest thing. Appealing to the desire for coolness is a longstanding Apple design prerogative.
But that aspirational quality has been missing for a good half decade—and I suspect not coincidentally during the latter stages of cofounder Steve Jobs’ illness, retirement as chief executive, and tragic death. Aspiration remained in the marketing but the quality falls short of products released from around 1998 to 2010. On Twitter today, “Wow” is a common response to the new MacBook, about which many tweeters regard as the bigger announcement. I agree. The 12-inch screen laptop goes on sale April 10, starting at $1,299.