Is Apple still (or was it ever) in the netbook game?

By | May 18, 2011, 6:49am PDT

Summary: Is the MacBook Air a netbook? Many say it is not, leading to questions as to whether Apple has ever dented the netbook market at all.

The MacBook Air is the jewel in the crown of Apple’s ultra-light, portable notebook devices. Or is it?

The second generation MacBook Air was the size of a standard netbook, whilst remaining its immense thinness. But it sacrificed a great deal in the process.

But as new notebook-sized and laptop-sized MacBook Air’s reportedly on their way out this summer, with new processors and Thunderbolt technology, one has to question whether the device is contributing anything at all to the netbook market.

While many netbook users today get along relatively well without an optical drive, one suspects that the Mac App Store will all but negate the use or need for a portable optical drive, as will the Windows Store for non-Apple netbooks.

But the MacBook Air is generally more powerful than the vast majority of netbooks on the market. Don’t get me wrong; I doubt many are complaining over this.

MacBook Air’s have been relatively popular, with over 1.1 million units bought in the last quarter of 2010, accounting for 40% of Apple’s netbook business.

But the non-Apple netbooks saw huge sales in comparison to the MacBook Air, even though the iPad dented netbook sales

Maybe Apple’s tablet venture is masking seemingly poor MacBook Air sales?

The debate isn’t necessarily whether the 11-inch MacBook Air is a netbook or not. Some say outright that “no, it is not a netbook” whereas the size and lesser power than its larger and more expensive 13-inch counterpart would indicate that indeed it was of ‘netbook specification’.

So what makes a netbook?

I would argue that a netbook is quite simply in combination of a smaller size, roughly around 11-inches in screen size, and with lesser memory and functionality to that of a fully-fledged laptop, and a significantly cheaper price to that of its desktop or laptop counterpart.

The MacBook Air is nearly three times the price of an average netbook, absent of an optical drive and less powerful than its 13-inch ‘better’ model. The cost, however, could be attributed to the solid-state hard drive which by very nature costs disproportionately more than its non-solid state competitor.

If you want a Mac, but can’t afford the full-brunt force of the Apple cash hungry machine, a netbook-sized 11-inch MacBook Air seems a wise compromise.

But as Apple clearly has not made a device to netbook specification — most notably on price regarding its only netbook-like device, the MacBook Air, Apple arguably has never been in the netbook game.

At least it gives the company something else to focus on. It still has an entire segment of the market to crack: the netbook segment.

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Zack Whittaker, a criminologist who studied at the University of Kent, Canterbury, is a journalist, writer and broadcaster.

Disclosure

Zack Whittaker

I worked briefly with Microsoft UK in 2006 but no longer have any connection with the company. Regardless, I remain impartial and unbiased in my views.

I don't hold any stock or shares, investments or industrial secrets in any company, but have signed confidentiality agreements with a number of UK and U.S. organisations, whose names I am not at liberty to disclose.

I was involved with Kent Union, the University of Kent's student union, undertaking voluntary, non-salaried, elected positions between early 2009 and mid-2010.

No other company, body, government department, non-governmental organisation or third sector organisation employs me or pays me a salary in any capacity whatsoever.

As a freelance journalist, whenever expenses are given and taken by a company that is not CBS Interactive, these will be disclosed in each relevant post to ensure transparency.

I currently work with a UK law enforcement unit, but this is an entirely separate position which bears no connection to other work.

(Updated: 23rd October 2011)

Biography

Zack Whittaker

Zack Whittaker, criminologist who studied at the University of Kent, UK, is a journalist, writer and broadcaster.

After studying criminology at university, though still in his early-20's, he has already had a series unconventional work and voluntary positions. He has worked with researchers studying neurological illnesses like Tourette's syndrome (which he suffers from), has given lectures on the nature of disabilities in the public community, and occasionally ends up speaking on television and radio discussing the events of the day.

He first had academic work published at the age of 22, then still an undergraduate, and has been cited by a wide range of publications: from the Huffington Post, Business Insider, AllThingsDigital, The Atlantic Wire and CBS News.

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RE: Is Apple still (or was it ever) in the netbook game?
DeusXMachina 20th May 2011
@ zwhittaker
And yet even after these errors are pointed out, they remain in the OP.
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Contributr
What do you think?
zwhittaker 18th May 2011
Is Apple still in the netbook game, or was it ever? Do you believe the new MacBook Air can win over existing netbook users, or potential new netbook buyers, into the 'netbook way of thinking'? Or are consumers too focused on the iPad and tablets to even think about a netbook?
would compete in netbooks, but, they would go high end, charge twice as much or more than everybody else, and have higher margins than anybody else on the planet. Is that not the situation with MacBook Air?

Now, look for Apple to do a MacBook Air sized quad-core Arm system with two days battery life, less expensive than the MacBook Air, but even better margins.

Oh, Apple will NOT go less than 11.6 inches on the screen size for the foreseeable future.
@DonnieBoy
Great point, Apple innovates and keeps the prices high... consumers buy. Netbooks are cheap and ugly, just look at the picture above compared to Macbook Air.
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@zwhittaker No, they said they wouldn't build one, they didn't build one, they aren't about to build one.

Does this blog entry actually have a point? (Hint: No)
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The obsession with categorization and labelling
Economister Updated - 18th May 2011
@zwhittaker

These types of issues cause endless and pointless debates. When you go out to buy a car, you do not obsess about whether it is a subcompact, compact, econobox or whatever. You buy one of the size and performance to meet your needs and within your budget. It may have a 3, 4, 5, 6, 8, 10 or 12 cylinder engine, but we do not obsess over that either. Bigger and more expensive cars may be able to do more, but if you cannot afford them or do not need them, you buy something smaller and cheaper.

I long for when we can get to the same place in the "portable computer with a screen and (close to) a full size keyboard" market. Consumer demand and technology will sort this mess out quite nicely, just like for cars.

Edit: As far as the tablet vs netbook issue is concerned, similar analogies apply. If you need a van, you buy a van, and not a 2 door sedan. If you need a truck, you do not buy an open roadster. There will be a need for compact portable devices with a good keyboard for the foreseeable future, and there are many advantages to tablets also. It will all sort itself out quite nicely, and no amount of fan boy obsessing on either (any) side will make any difference in the end.
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@zwhittaker I don't think they were ever really in the netbook game. As for the "netbook way of thinking", aren't netbooks just cheap systems with minimal functionality? Apple doesn't strike me as having plans to win the "race to the bottom" that most netbook companies are in--hell, even Acer, the undisputed champion of the bargain basement, has been trying to change its focus (then again, Acer's management once thought that buying Packard Bell was a good idea, so take that with Lot's wife).
Netbooks are still alive, but a Macbook Air is not a Netbook. Not even close. When the Air comes down to like 400$, then it can be called a Netbook, until then, it's just a small Macbook.

Netbooks are meant to be cheap, plain and simple.
@Bates_

Exactly. There have been thin and light laptops before but at a price tag. At a $1200 starting price the MacBook Air is not a NetBook for that reason and also since it uses standard processors and not the ultra low voltage/cost Atom Processors.

The Next MacBook Air will have Intel Sandy Bridge so they are a full computer that is just thinner and lighter.
anybody else. But, look for them to keep the margins, and go with quad-core Arm for something the same size as the Macbook air, but, 2 day battery life, less expensive.
@DonnieBoy That's not what a Netbook is. "Very expensive large netbook" is a tech oxymoron. It doesn't work.

A netbook is a small, power efficient, cheap internet surfing device. It is meant to be toted around easily, and to have a good battery life while staying cheap. It also usually has a light OS to speed up performance and keep resources free.

Aside from being small (not really netbook small but close), a Macbook air is none of which I listed. It isn't a Netbook, and never will be.
@DonnieBoy

As usual wrong again. Thin and light Notebooks/Laptops are not a new concept. They usually sacrifice things like ROM drives and expansion ports to make them smaller and lighter. A NetBook has a lot to do with the price range as well and while you can add onto a netbook to get it about $500 in some cases most (if not all) have a starting price in the $200 - $400 range.

The MacBook Air uses standard mobile processors like the Core2Duo in its current form and Core i5 Sandy Bridge this summer making it comparable to a regular Notebook in terms of power just lighter and thinner and a slightly smaller screen.
netbooks, but, it is thinner and lighter than a lot of netbooks. Sure, Apple did not want to call it a netbook and sell it cheaper, but, it serves the EXACT same purpose as a netbook, with the bonus that it has a slightly larger screen, thinner, lighter, and more powerful than most. And, let us not forget great styling. So, many people are willing to pay for that, giving Apple some GREAT margins.
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Im pretty sure steve jobs made it clear that they werent interested in making netbooks. What apple is doing is selling an extremely portable laptop for sales reps and business executives who travel a lot. For those people, the value is in having less weight to their briefcases when they get on and off of planes all week long.
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Steve Jobs Reality Distortion Field
facebook@... 18th May 2011
@nickswift498 No Steve Jobs was not interested in making netbooks when his competitors beat him to the market with small form factor computers. After the last MacBook Air came out, he promoted the revolutionary approach of small notebook devices.
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@facebook@...
Clue Suppression Field.
Beat him to market?!? Newsflash to the clueless. The eMate came out in 1997. The powerbook Duo came out in 1992! It was only 4.1 pounds, smaller than a sheet of paper (10.9 ? 8.5 in (280 ? 220 mm) and only 1.4" thick.
You were saying?
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@DeusXMachina

OK...successfully beat them to market. Just because the first touch screen phone can trace its origins as far bask as the IBM Simon, and not the derivative iphone 3gs, does not mean that if IBM issued a new phone others did not *successfully* beat them to market.
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RE: Is Apple still (or was it ever) in the netbook game?
DeusXMachina Updated - 18th May 2011
@facebook@...

Again, why do you post before you check facts?
The powerbook duo was a very successful machine, both for Apple, and in general.
Also, being successful IN the market has nothing to do with successfully beating competitors TO market. If a company in first to market, it successfully beat its competitors to market. Period.
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Contributr
@nickswift498 Perhaps they should. iNetbook or something. OK that's a lame name for it (considering the iBook is out of use), but they could do what they did with the tablet market with the netbook market. They can't really lose.
pointless blog... iYawn!
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Contributr
@browser. And a pointless comment from you.
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@zwhittaker
The difference is that you are the original author. And published. And paid.
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Editor anyone
DeusXMachina Updated - 18th May 2011
As usual, your writing is not only riddled with obvious grammatical errors, it is nonsensical and illogical. Only two paragraphs in this tedious exercise do not contain glaring fundamental errors in grammar, let alone basic logic. And you are PAID to do this.
To wit:
"The MacBook Air is the jewel in the crown of Apples[sic] ultra-light, portable notebook devices. Or is it?"

Are you claiming the Air is not a notebook?!? Being that you then go on to present a "netbook or notebook" argument, this, the opening statement, is completely nonsensical.

"The second generation MacBook Air was the size of a standard netbook, whilst remaining its immense thinness."

"Remaining"? Really. Perhaps you mean "retaining"?

"But as new notebook-sized and laptop-sized MacBook Airs reportedly on their way out this summer...."

Oh, where to begin?
1) "As"? "As" connotes a temporal comparison, which you do not make. The word here is "with".
2) Plurals are NOT constructed by using apostrophes. Ever. Apostrophes serve one purpose, and one purpose only: to take the place of missing letters. Or maybe you had an apostrophe quota, and had to steal the (necessary) one from your opening sentence to inject it (incorrectly) here?
3) You then go on to question whether the Air is "contributing" anything to the netbook market (whatever that means) which has NO logical connection to the opening clause.

And on and on and on. I do not know if this continued butchery of the English language is due to poor time management forcing you to rush to meet deadlines, beyond-poor language skills, or out of control alcoholism (or some combination of the above) but it has not been ameliorated at all over the last year. I'd say it's getting worse, but I don't see how that is even possible.
@DeusXMachina I love you man! happy I couldn't agree more with your opinions on this blatant misuse of the English language. ZDNet is littered with it!
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Contributr
@seaniepie Looking back over your record, I don't think you've contributed much over the past few months either. Nothing but defamatory comments and trolling.
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@ zwhittaker
And yet even after these errors are pointed out, they remain in the OP.
All these arguments to ask is it a Netbook. Apple themselves say it isn't. However, looking at your argument about it's size and price point I would still say it was. Yes, it may be much, much more expensive than a run-of-the-mill netbook from Asus or Samsung. But even some Samsung or Sony netbook prices are getting near the Air. Plus, the Airs are far cheaper than a Macbook Pro (Macbooks are not included in this comparison as they are the older models superseded by the smaller Pro range. Even so it matches the cost of the smallest Air!)

Oh, and thats another thing, compare the size and weight of the thing. It's obviously not a tablet (it's got a keyboard - and don't use the Dell as an argument against this) and is way, way, way smaller than any other netbook on the market!

@ browser Pointless blog indeed!
@ zwhittaker Pick on something actually worth journalising. Then do a grammar check before posting.
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Under 40 ounces and under $400
mswift@... 18th May 2011
That is about the high end to still be called a netbook
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Contributr
@mswift@... I agree. $400 or cheaper, I'd consider it.
So the point of this article is....... ?
If you want to buy a Mac Air, buy one. If you want a "netbook" then buy one of those instead. Wow. Cutting edge journalism at it's best. Next week, "Palmolive: It's neither a palm or an olive."

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