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General | Posted by Max at Oct. 8, 2008 - 4:26 pm


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.
[Read Full Story at BusinessWeek]
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