Macbook Consumer Behaviour Analysis

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Business 4274F

Consumer Behaviour
Individual Assignment

Oct, 26, 2012

General Information MacBook Air is a series of laptop created by Apple Inc. which makes the product distinguished and remarkable due to its ultraportability and thinness and elegant style. It was originally introduced and released in Jan 29, 2008 by Steve Jobs, the previous CEO of Apple Inc. The company typically releases new models for this series annually. The most recent release was in Jun 11, 2012, which has two models, one has an 11’’ screen, and the other gets a 13’’ screen. The series of MacBook Air has been very successful since its inception. Its success is not only reflected in the vast profit it made for Apple, but also in the inspiration it gives to the whole PC manufacturing market to make ultraportable and elegant-style laptop which can also balance performance. Hardware The most important factor which makes the MacBook Air so successful, in my opinion, is the great balance of portability and power of the product. The laptop features a unibody design which makes possible to significantly reduce thickness and weight, and also it integrates with the latest CPU of Intel (3rh generation Core i5 and i7), and SSD (Solid State Drive) to give more power and capability to use. The design is another factor. The machined aluminium casing and backlit keyboard make it look elegant and handsome. This design also delivers inspiration to the PC manufacturer. Many PC manufacturers copied the design and used it to re-design their own laptop, and they call them “Ultrabook”, which is targeted the same consumers and market as the MacBook Air. Software Compared with the hardware, the software is a more distinguished component of the product. MacBook Air, as well as other Mac series, is using the Macintosh system (also called OS X system). Unlike the PC industry where manufacturer buy the system license from Microsoft, which separates the hardware and software, OS X system is solely designed...
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