Apple may adopt touchscreen laptops; understand

Over the years, Apple has added touchscreens to just about every computing device imaginable, from phones and tablets to smartwatches, but it has refrained from bringing the feature to its Mac product lineup — even as a long list of rivals has pushed it. did with their laptops and desktops.

In 2010, Apple co-founder Steve Jobs described the concept of a touchscreen computer – then an emerging trend among the company’s competitors – as “ergonomically terrible”.

Two years later, CEO Tim Cook reiterated the sentiment during an earnings conference call. And Craig Federighi, Apple’s senior vice president of software engineering, said in 2018 that “raising your arm to poke at a screen is very tiring to do.”

But now, Apple may be rethinking its stance. On Wednesday (11), Bloomberg reported that Apple engineers are developing a touchscreen for the MacBook Pro with a target release date of 2025, citing unnamed sources familiar with the matter. The company did not immediately respond to a request for comment.

While it’s unclear whether the touchscreen laptop will see the light of day, the product introduction could accomplish two important things for Apple: adapt to changing consumer expectations and increase sales of its Mac product line. .

Microsoft, HP, Samsung and Dell have long offered computers with touchscreens, and more consumers expect to be able to touch their computer screens the same way they touch their phones.

If you own a MacBook, you may have had the experience of a friend or relative touching its screen reflexively, thinking it would do something.

At the same time, interest in Apple computers is growing, thanks in part to Apple’s inclusion of its new internal processor that has improved battery life and offered better performance. Mac revenue increased 14% in Apple’s fiscal 2022 to $40.1 billion. Apple’s iPad business, on the other hand, saw sales decline year-on-year.