In August 2007, Apple held a Mac event in the Infinite Loop Town Hall auditorium. New iMacs, iLife ’08 (major updates to iPhoto and iMovie), and iWork ’08 (including the debut of Numbers 1.0). Back then, believe it or not, at the end of these Town Hall events, Apple executives would sit on stools and take questions from the media. For this one, Steve Jobs was flanked by Tim Cook and Phil Schiller. Molly Wood, then at CNet, asked, “And so, I guess once and for all, is it your goal to overtake the PC in market share?”

The audience — along with Cook, Jobs, and Schiller — chuckled. And then Jobs answered. You should watch the video — it’s just two minutes — but here’s what he said:

I can tell you what our goal is. Our goal is to make the best personal computers in the world and to make products we are proud to sell and would recommend to our family and friends. And we want to do that at the lowest prices we can. But I have to tell you, there’s some stuff in our industry that we wouldn’t be proud to ship, that we wouldn’t be proud to recommend to our family and friends. And we can’t do it. We just can’t ship junk.

So there are thresholds that we can’t cross because of who we are. But we want to make the best personal computers in the industry. And we think there’s a very significant slice of the industry that wants that too. And what you’ll find is our products are usually not premium priced. You go and price out our competitors’ products, and you add the features that you have to add to make them useful, and you’ll find in some cases they are more expensive than our products. The difference is we don’t offer stripped-down lousy products. We just don’t offer categories of products like that. But if you move those aside and compare us with our competitors, I think we compare pretty favorably. And a lot of people have been doing that, and saying that now, for the last 18 months.

Steve Jobs would have loved the MacBook Neo. Everything about it, right down to the fact that Apple is responsible for the silicon.

The MacBook Neo is the first major new Mac aimed at the consumer market in the Apple Silicon era. It’s meant to make a dent — perhaps a minuscule dent in the universe, but a big dent in the Mac’s share of the overall PC market.

Not sure if this page was there yesterday, but the main “Displays” page at Apple’s website is a spec-by-spec comparison between the regular and XDR models. Nice.

Juli Clover, at MacRumors, notes that neither the new Studio Display nor the Studio Display XDR are compatible with Intel-based Macs. (I’m curious why.) Also, in a separate report, she notes that Macs with any M1 chip, or the base M2 or M3, are only able to drive the Studio Display XDR at 60 Hz. You need a Pro or better M2/M3, or any M4 or M5 chip, to drive it at 120 Hz.

Update: My understanding is that if you connect one of these new Studio Displays to an Intel-based Mac, it’ll work, but it’ll work as a dumb monitor. You won’t get the full features. I’ll bet Apple sooner or later publishes a support document explaining it, but for now, they’re just saying they’re not “compatible” because you don’t get the full feature set. Like with the Studio Display XDR in particular, you won’t get HDR or 120 Hz refresh rates.

Jason Snell, Six Colors:

Here’s the backstory: With every new generation of Apple’s Mac-series processors, I’ve gotten the impression from Apple execs that they’ve been a little frustrated with the perception that their “lesser” efficiency cores were weak sauce. I’ve lost count of the number of briefings and conversations I’ve had where they’ve had to go out of their way to point out that, actually, the lesser cores on an M-series chip are quite fast on their own, in addition to being very good at saving power!

Clearly they’ve had enough of that, so they’re changing how those cores are marketed to emphasize their performance, rather than their efficiency.