Three things are true about Apple: first, there will never be an iOS/macOS convergence. Second, no Mac will have a touchscreen. Third, Apple will always do its very best to prevent its products from cannibalizing each other’s market share. All of the above is also what makes the best case for the very real possibility of a discontinuation of the MacBook Air.
When the iPad Pro was announced, Tim Cook stated before audiences, that the iPad Pro is designed to replace the majority of laptops. While it goes without saying that he “likely” meant all but Apple’s, the iPad Pro is certainly an odd-looking iPad, with some curious characteristics that place it, at the very least, in netbook territory.
Alas, as powerful as it can be, the iPad Pro will never run macOS or OS X, and no amount of tweaking of the iOS interface can push it to do the things that macOS does, which is a good thing, because Apple knows it would mean the end of all its entry-level MacBook offerings, including the 2015 12 inch MacBook Retina, and, especially the MacBook Air.
Both versions of the iPad Pro were met with huge success, and ripples of that success are propagating across the entire line of Apple products, including Macs, which is why Apple is showing clear signs of a brand consolidation of both iOS and Mac devices. Word has it that the iOS chopping block is waiting for the iPad Air, while on the Mac’s side, the MacBook Air is almost a certainty, as there is no sign of a MacBook Air refresh either officially or from the rumor-mill, as much as there are about the upcoming, completely redesigned, Macbook Pro with OLED touchpad.
This scenario is not completely unexpected, as Apple is also showing signs of a return to its original basic branding strategy. No more creative suffixes or variations: MacBook for the entry level and home user, MacBook Pro for the professional.
If this is indeed Apple’s official intent, it would make absolute sense, as Apple would be adopting the cleanest, simplest, most effective way to market its laptops to the right consumer, while, at the same time, being able to develop targeted features and technologies for either the MacBook and the MacBook Pro.
Product dualities have shown to exert the best appeal to consumers, offering a clean-cut choice. Choosing between regular and Pro (or Plus), is an easier, and faster decision process, than when comparing, say, Pro, Plus, Air, Mini, etc.
The iPad Pro is the perfect example, and it shows the direction Apple is about to take with future tablets as well, which could very well be an iPad/iPad Pro duality, and once again, an easier choice for consumers.