When they're not hand-wringing over the recent drop in Apple's share price, Mac enthusiasts have been transfixed lately by the mystery product, code-named "brick," that's due for release later this month.
Some bloggers and pundits have suggested it might be a new iteration of Apple TV or an updated Mac Mini. But according to a report on 9to5Mac.com, "brick" refers not to what it is, but how it's made. The Web site, which cites an anonymous source, says the code name has to do with a manufacturing process for Apple's MacBook and MacBook Pro lines of laptops. Apple (AAPL) will build the notebook out of a single piece of carved-out aluminum—a brick.
Only Apple would, or realistically, could, take a word infamously characterized as the greatest shortcoming of their greatest product, and spin it into marketing.
Oh, like there wasn't a memo.
No bad press indeed--would you like your Macbook pre-bricked? Of course, because that's f'ing secksy. I will be impressed if this design incorporates the chassis into the machine's cooling, though. Seems to me that just leaving it a solid shell is waste of industrial engineering.