How Apple’s “Intense Collaboration” Led to Retina MacBook

How Apple's "Intense Collaboration" Led to Retina MacBook

The 12-inch Retina display MacBook is a thing of both esthetic and practical beauty. It’s also an example of what can be achieved due to Apple’s “intense collaboration”.

In an interview with Mashable‘s editor-at-large Lance Ulanoff this week, Phil Schiller, Apple’s Senior Vice President of Worldwide Marketing, explained that “from the beginning, the Mac has been about Apple taking responsibility for the whole thing”, including both hardware and software.

He pointed out that, continuing in this tradition, Apple’s teams are today “actually thinking of features that could only exist because of that integration and solving problems that could only be solved because of that unique advantage.” By way of example, the article looks closer at the recently-launched 12-inch MacBook’s unique features, including its tiny logic board and black strip “speaktenna”.

No wonder personal computers are far from dead. This becomes even clearer in the cover article in the new issue of AppleMagazine – download your copy by subscribing through our free iOS app.

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Benjamin Kerry
About the Author

Benjamin Kerry is an Executive Partner at Mindfield Digital, Content Director and Editor at AppleMagazine, Techlife News and eNews Magazine and CEO of Precise English; a copywriting agency that specializes in content and SEO.
Hobbies: Football, Climbing, Writing, Photography, and hero to his son!
Apple Gadgets Owned: iPhone 6, Watch, iPad Air 2, iPad 4