They had to announce this early to allow developers to get ready. If they could have gotten away with not announcing early they would have. Obviously (if all apps would automatically run natively on ARM without any developer involvement) they would have first announced this with an actual new Mac.
That, however, was not an option. So they have to tread carefully in what they say and they also have to be a bit careful about showing off too much.
They only had to tout the benefits of ARM insofar as to placate the fears of consumers (their Rosetta story plus virtualization story helped there) and to provide some reasonable justification to actually make devs at least a bit excited, even though they have to do additional work.
Plus: No ARM Mac (except the transition kit) currently exists. It’s not even clear if the first Mac they will announce is even finished yet, if only internally. And even if it is finished: Do you think going on stage now and talking about a new MacBook Air that has twice the performance and 50% more battery life as the current MacBook Air – oh, and you can get one in December – would be a good idea?
This is Apple’s tightrope walk to avoid too much of an Osborne effect. I think they are ok with some Osborne effect (if only because they know that even if no one buys an Intel Mac ever again during the next two years transition time they will not go bankrupt, so far from it) but you don’t have to provoke one, right?
I expect plenty of numbers and comparisons when they introduce the actual first ARM Mac.
That, however, was not an option. So they have to tread carefully in what they say and they also have to be a bit careful about showing off too much.
They only had to tout the benefits of ARM insofar as to placate the fears of consumers (their Rosetta story plus virtualization story helped there) and to provide some reasonable justification to actually make devs at least a bit excited, even though they have to do additional work.
Plus: No ARM Mac (except the transition kit) currently exists. It’s not even clear if the first Mac they will announce is even finished yet, if only internally. And even if it is finished: Do you think going on stage now and talking about a new MacBook Air that has twice the performance and 50% more battery life as the current MacBook Air – oh, and you can get one in December – would be a good idea?
This is Apple’s tightrope walk to avoid too much of an Osborne effect. I think they are ok with some Osborne effect (if only because they know that even if no one buys an Intel Mac ever again during the next two years transition time they will not go bankrupt, so far from it) but you don’t have to provoke one, right?
I expect plenty of numbers and comparisons when they introduce the actual first ARM Mac.