
9 to 5 Mac, this weekend broke the rumor that Apple’s widely rumored “brick” project, is indeed code for a brand new factory featuring an all new manufacturing method for the upcoming all aluminum MacBooks.
According to the article:
The MacBook Brick is a block of high-quality, aircraft grade aluminum. It is the beginning.
The beginning of what?
It is the beginning of the new Apple manufacturing process to make MacBooks. It is totally revolutionary, a game changer. One of the biggest Apple innovations in a decade.
The MacBook manufacturing process up to this point has been outsourced to Chinese or Taiwanese manufacturers like Foxconn. Now Apple is in charge. The company has spent the last few years building an entirely new manufacturing process that uses lasers and jets of water to carve the MacBooks out of a brick of aluminum.
I like the sound of this. These new MacBooks would be built out of a single machined piece or “brick” of aluminum, reducing the need for screws and seams. That’s cool, but not that important to the general consumer. What really interests me is that the production facility is Apple’s alone. Meaning they have much better control over the quality of the final product.
Don’t get me wrong, the idea of a perfectly laser drilled, beautifully machined notebook is nice. And I’m sure it will positively affect the look of the hardware, but that isn’t the point. The real positive aspect to these possible new laptops is the solution to a problem that has been bugging Apple for the past couple of years in almost all of it’s products. Inconsistent quality control.
Even my MacBook, a device which I’ve kept as clean and gently handled as possible, has been subject to cracking problems near the magnetic latch. It’s just simply a case of bad quality control. As much as Steve Jobs would love to have control over the Chinese manufacturers who put together their products currently, he simply does not, and I don’t think quality is as high as he would like it to be. To me, this looks like a move to bring as much of the production in house as possible, to ensure that the QUALITY of the finished product matches the design of the products in terms of high end appeal.
Though, with the recent downturns in Apple stock due to the collapsing market, it’s hard to tell if this was a wise position to take. Likely the Chinese manufacturing would be less expensive, and the overhead of running a production facility with staffing will cost Apple a pretty penny. Thankfully Apple seems to have quite a bit of cash on hand, and hopefully should be able to weather the storm well.
Regardless, it looks more and more like October 14th will be the day we see this brand new revelation in notebook design and manufacturing. Hopefully it will be enough to rebound the stock a bit.
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