Notes on the Removal of the Illuminated Apple Logo

Introduction

• In 2015, Apple introduced the 12-inch MacBook.
• This was the first model to feature a non-illuminated Apple logo.
• The iconic glowing logo had been part of Apple’s design for over two decades.

Reasons for Removal of the Illuminated Logo

1. Design Compromises for Thinner Models

• The 12-inch MacBook was the thinnest model in Apple's history at 13.1 mm.
• This was 24% thinner than the MacBook Air.
• Thinning the device came with compromises:
  • New Keyboard Design:
    • Introduced butterfly mechanisms instead of traditional scissor design.
    • Initially claimed as an improvement, but led to faulty performance and a class action lawsuit.
    • Apple reverted back to scissor keyboards.
  • Non-illuminated Logo:
    • Display thickness caused structural rigidity issues due to the logo cutout.

2. Display Performance Issues

• Two problems arose from a thin display:
  1. Hotspot Visibility:
     • Strong backlight could create a visible hotspot in the center of the screen.
  2. Color Inaccuracies:
     • External light entered through the transparent logo cutout, leading to color inaccuracies outdoors.
• To fix these issues, Apple sealed the display’s chassis, eliminating the translucent logo.

3. Aesthetic Changes

• The glowing logo was part of Apple's revival strategy introduced by Steve Jobs in 1999:
  • It was a significant aspect of the Think Different campaign.
  • Enhanced brand visibility in public spaces.
• Shift in Branding Strategy:
  • Apple has moved towards a more subtle brand presence.
  • Examples include the AirPods Max and 24-inch iMac, which no longer prominently display the logo.
• Apple does not need an overt brand strategy anymore as they are a dominant player in the tech market.

Design Unification

• Recent products feature non-illuminated logos, including iPads, iPhones, and Mac desktops.
• Carrying the non-illuminated design to the MacBook line is a continuation of this unification.

Conclusion

• The removal of the glowing Apple logo may feel sentimental, but it signifies a new era for Apple.
• Excitement for future products as Apple continues to innovate.