What Apple's new products tell us about Apple

Next Monday, Apple will make an announcement. Many expect a new version of the MacBook Pro, one based on a new M1X system-on-a-chip.

I have some ideas too.

I expect a new Macbook Pro, based on the M1X. I also expect that the announcement will focus on graphics: pictures, videos, and especially games.

I do expect some discussion of performance. Will Apple compare the new Macbook to its previous model? Or will it compare the new Macbook Pro to a Windows PC?

If the latter, will Apple compare it to top-of-the-line PCs? Or to comparably priced PCs? Or to "the most popular PCs on the market"? Each is a different comparison. Which Apple picks will tell us how Apple views competition to the Macbook. If they compare to top-of-the-line PCs, they signal performance. If they compare to comparably priced PCs, they signal value. If Apple compares its top laptop to "the most popular PCs", Apple signals... that it is selling on emotion and not reason.

Let's see what Apple does, and says, in this announcement.