Posts Tagged ‘brick’

Apple’s New Product: A Brick or a Slam Dunk?

October 7, 2008

My colleague Arik Hesseldahl dug up some interesting nuggets about Apple’s potentially new and latest mystery product, code-named “brick,” that’s due for release later this month.

According to a report on, 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.

This sounds a little nutty to me. But then again, perhaps it could mark another level of innovation for Apple. Innovating not just on design and business model but also in the manufacturing process.