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Apple Invents the Thinnovation Laptop: Thinnest In The World.

Posted by: Bruce Nussbaum on January 15, 2008

Not too many laptops fit into a standard inter-office envelop but the new MacBook Air does. There will be tons of blah-blah about this beautiful artifact but what struck me most about Steve Jobs’ presentation was the effort he made is showing how green the 3 lb. Air is.

It doesn’t have mercury or arsenic in its LCD and glass. The aluminum frame can be recycled. The circutry is PVC free. And there is less packing material than other laptops.


I like the language—thinnovation—as well. It captures the essence of the product as well as the spririt of innovation.

The stock market was unimpressed with the Air and Apple’s stock fell significantly. Just an “evolution,” was the comment.

Apple also lost for the moment a potential big partner in China for its iPhone. China Mobile, the biggest wireless carrier in China, turned Apple down on a revenue-sharing plan that gave it 30% of revenues. Too high. Black-market iPhones are already hot in China.

Reader Comments


January 16, 2008 6:56 AM

You should watch Jim Goldman's interview with Steve Jobs after he did his keynote (it's on a web video - I just watched it). According to Jobs, China Mobile has only flown one person to Cupertino, there have been no real "high level talks", and Jobs wonders how "people make this stuff up."

Jon King

January 16, 2008 1:40 PM

Sense this thing does not have a on board CD drive, the way it addresses that need I suspect will get people thinking. I would call this just a bit more then evolutionary. Don't most product categories encounter some sort of laps on the revolutionary scale?... isn't that what fuels innovation... and the birth of whole new categories? Apple continues to walk right up to the boundary and look over it, if not push it a little.

Dan Lewis

January 16, 2008 3:47 PM

What, exactly, did Apple innovate? Making it thin -- from Business Weeks own article,, it would seem Intel had a reference design about a year ago that was thinner and lighter. Commercialization doesn't equal innovation no does making it greener.


January 21, 2008 1:19 AM

Ho hum. Toshiba has been shipping the R500 for 6 months now. Apple's model is a whole 0.01 inch thinner while sacrificing an optical disk drive.


May 23, 2008 10:49 AM

I like the new invention of mr.Steve Jobs,I like to know the rate details about his thinnovation laptop,

please send it to my mail id sir.

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Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.

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