Are we witnessing an "active" negative marketing campaign?

[Droid13]

Looking at laptop "reviews", commentary and in-depth articles, it is so very easy to find content about the MacBook Air compared to other laptops in the ultraportable camp, and a lot of what is easy to find fixates on "thermals" and negative attributes to the MBA.

No other laptop I have come across seems to be get this kind of coverage, either in scale, depth or negativity.

Is this just a bunch of folks jumping on the hype train, chasing the "rage" dollar? Or is this a more active process, a negative marketing campaign?

Normally i would not bother with ideas like this, but the machine is nowhere near as bad as made out, and also I spent a couple of hours trying to find robust assessments of some Windows ultraportables and didn't turn up much.

 

[Sheepish-Lord]

It’s Apple…not much else to say

 

[NT1440]

This is just how the “attention economy” works.

People’s livelihoods rely on clicks, and “engagement” doesn’t rely on content, it’s relies on invoking visceral emotional reactions in people.

 

[Kayakphotos]

I think the introduction of the ARM computers by apple was the first real "shake up" for a while and brought a lot of attention to the Mac laptop line. This naturally leads to people being curious how the next generation improves, making them a great choice for "clickbait" tactics.

 

[VaruLV]

For 999$ there would be very little of this.

 

[Wokis]

Price-wise it's pretty logically placed for what you get, but the M1 pricing vs performance back in 2020 was such a slam-dunk. I think that is what is in the back of reviewers minds and that it kind of taints this product launch.

But it's kinda tiresome seeing a 12% performance reduction during thermal throttle be described as something you *should* modify your Macbook to get back (latest Max Tech). Like if you don't start transferring the heat to your knees you've not gotten all the performance you're worth.

There is something in what Renee Ritchie said/implied, after all. That these channels aren't serving sound consumer advise. Maximising clicks is what matters.

 

[Mrbobb]

Everybody guns for the top dog, is clickbait, is attention getter. If one is swayed by a couple of social media reviews, one is not able to think for himself anyway.

Negative? They say there is no such thing as bad press. Chew on that.

 

[Sowelu]

What we're witnessing is the desperate attempt for 'content creators' to make money. Everyone is trying to be the next big YouTuber and they know that negative, hyperbolic and misleading videos (and obnoxious thumbnails, of course), gain the most views.

Just look at the timeline of videos for one Apple product on any of these channels: 'Is this what we expected?', 'Don't buy it!', 'Hands on review!', 'Is it as good as...', 'Does it burn your lap?', 'M2 a major disappointment?', 'Taking a deeper look', 'Is it really that bad?', 'The M2 is weird, where does it fit?', 'Real life usage review', 'Buy this one instead', 'We were wrong, buy this now!'.

They have to slice and dice and make as many videos about the hottest new item to make money before the next lull comes. Negative videos do better - especially when they are about an Apple product.

Unfortunately, when the medium is so vast and far reaching, they can and often do set the narratives.

 

[Droid13]

Negative? They say there is no such thing as bad press. Chew on that.

From the coverage you’d think the MBA was the only ultraportable released this year.

 

[Droid13]

That these channels aren't serving sound consumer advise. Maximising clicks is what matters.

They really don’t seem to be. And this way of working seems to have infected a couple of sites that I used to think were better than that.

 

[NotApplicable]

For 999$ there would be very little of this.

Eh, 9%+ annual inflation * 20 months since M1 Air release => $999 2020 dollars == $1150 2022 dollars... throw in the upgrades beyond the SoC and I don't see much to complain about myself. Dollars are simply worth less today, everywhere. Our groceries feel to have gone up the same amount or more. I just find the M2 pricing a total of 0 percent surprising.

 

[Ashbash75]

Maybe someone needs to do a reaction video on those guys? 🤣

 

[jav6454]

Looking at laptop "reviews", commentary and in-depth articles, it is so very easy to find content about the MacBook Air compared to other laptops in the ultraportable camp, and a lot of what is easy to find fixates on "thermals" and negative attributes to the MBA.

No other laptop I have come across seems to be get this kind of coverage, either in scale, depth or negativity.

Is this just a bunch of folks jumping on the hype train, chasing the "rage" dollar? Or is this a more active process, a negative marketing campaign?

Normally i would not bother with ideas like this, but the machine is nowhere near as bad as made out, and also I spent a couple of hours trying to find robust assessments of some Windows ultraportables and didn't turn up much.

The problem is, the M2 does get very hot and the MBA is hit hard by the SSD choice. Given what is offered elsewhere, the question is pressed further. Also, for the price conscious buyer, the M2 MBA is too expensive making the M1 MBA the better choice.

I for one, wouldn't suggest any Win based products given how Windows is now a huge spyware software. That and how terrible Intel CPUs are vs M-series chips in almost all aspects.

 

[Abazigal]

Apple is a very popular company to hate on and many YouTubers do it because they know it’s a source of easy clicks. It won’t really matter in the greater scheme of things, but that doesn’t make it any less annoying right now.

 

[Caker]

macOS is only sold by Apple, and there are so many models of Windows. How would you compare the discussions between the two?

You can see the testing process of youtuber very clearly, and you can imagine whether the test scenarios are similar to you. You don't feel bad that you don't need to run similar tasks. There's nothing wrong with giving consumers this knowledge that Apple doesn't state.

As one of the best technology companies in the world, in pursuit of extremely high profits, it uses low-capacity and low-speed SSDs/frames that can stop aircraft carriers, and uses price discrimination strategies to treat consumers who want to upgrade RAM and SSD.
The M1 brought amazing technical power, and what did the M2, which was iteratively upgraded two years later, bring? With very limited performance improvement, the efficiency of the SOC even decreases. Technology is based on shell replacement.

I'm happy to support Apple in order to enjoy the advancement of technology, and I don't hesitate to criticize Apple when it does something outrageous.

 

[exoticSpice]

The problem is, the M2 does get very hot and the MBA is hit hard by the SSD choice. Given what is offered elsewhere, the question is pressed further. Also, for the price conscious buyer, the M2 MBA is too expensive making the M1 MBA the better choice.

I for one, wouldn't suggest any Win based products given how Windows is now a huge spyware software. That and how terrible Intel CPUs are vs M-series chips in almost all aspects.

Low power mode on M2 looks to be amazing for capping the SOC at 55C max under full load. Max tech did a video on that and for 90% of MBA users Low power mode would be enough as M2 got a major update with the efficiency cores

 

[jav6454]

Low power mode on M2 looks to be amazing for capping the SOC at 55C max under full load. Max tech did a video on that and for 90% of MBA users Low power mode would be enough as M2 got a major update with the efficiency cores

Still doesn't mean price wise the M2 has better value than the M1. That said, any Mac will run circles around an Intel system.

 

[VaruLV]

Eh, 9%+ annual inflation * 20 months since M1 Air release => $999 2020 dollars == $1150 2022 dollars... throw in the upgrades beyond the SoC and I don't see much to complain about myself. Dollars are simply worth less today, everywhere. Our groceries feel to have gone up the same amount or more. I just find the M2 pricing a total of 0 percent surprising.

So, its 200$ in USA and 400€ in lots of Europe, wheres math here?
Base config should be either 16GB/256GB or 8GB/512GB for that starting price, there is no excuse other than greed and blind loyalists making excuses in Apples name(not pointing at you tho).

 

[Droid13]

So, its 200$ in USA and 400€ in lots of Europe, wheres math here?
Base config should be either 16GB/256GB or 8GB/512GB for that starting price, there is no excuse other than greed and blind loyalists making excuses in Apples name(not pointing at you tho).

Have you tried configuring a similar spec laptop from a different manufacturer in your locale?

It’s very difficult to find in-depth analysis and torture tests of other machines, so it is hard to peer behind the paper specifications.

I have tried (UK prices) and the difference between apparently similar machines is no more or less than £100. The hyperbole is unreal.

On another thread someone suggested a much lighter machine (a Lenovo), but it was significantly more expensive than a MacBook Air and again I couldn’t find a detailed review.

 

[NotApplicable]

So, its 200$ in USA and 400€ in lots of Europe, wheres math here?
Base config should be either 16GB/256GB or 8GB/512GB for that starting price, there is no excuse other than greed and blind loyalists making excuses in Apples name(not pointing at you tho).

Euro was about 18% stronger against the dollar when the M1 air was released… so that could have something to do with it?

Sure, they’re manufactured in China. But the R&D costs as well as the revenue reporting is denominated in USD.

Not saying the inflation and loss of euro value relative to USD necessarily account for the whole price diff, but we’d have to look at Apple’s margins on the Air line specifically after the first year of selling both models to tell if there’s really a “huge cash grab” happening. They don’t release that granular of accounting, but I doubt the Air line will experience the margin increase necessary to support the “huge cash grab” hypothesis.

 

[Tagbert]

So, its 200$ in USA and 400€ in lots of Europe, wheres math here?
Base config should be either 16GB/256GB or 8GB/512GB for that starting price, there is no excuse other than greed and blind loyalists making excuses in Apples name(not pointing at you tho).

Also, don’t forget that the EU price includes VAT and the US price does not. Depending on which US state you are in the sales tax would range from $0 to $120. I don’t know that the EU VAT Rates are but I’m sure that they are higher than that.

 

[Realityck]

Looking at laptop "reviews", commentary and in-depth articles, it is so very easy to find content about the MacBook Air compared to other laptops in the ultraportable camp, and a lot of what is easy to find fixates on "thermals" and negative attributes to the MBA.

No other laptop I have come across seems to be get this kind of coverage, either in scale, depth or negativity.

If you go looking at critical reviews you expect not everything to be positive, but more like is this the laptop for me or do I want something else?

 

[Chateaunole-du-Pape]

The problem is, the M2 does get very hot and the MBA is hit hard by the SSD choice. Given what is offered elsewhere, the question is pressed further. Also, for the price conscious buyer, the M2 MBA is too expensive making the M1 MBA the better choice.

I for one, wouldn't suggest any Win based products given how Windows is now a huge spyware software. That and how terrible Intel CPUs are vs M-series chips in almost all aspects.

I've been using it for well over a week. It's never even gotten above room temperature, much less "very hot."

 

[TVreporter]

Just a deliberate ploy for clicks.
Classic headline "YOU WON'T BELIEVE WHAT APPLE DIDN'T TELL YOU ABOUT (insert product here).

A device could be perfect and someone will find something to put a negative spin on it.

That said I prefer a reviewer who points out flaws or areas that corners were cut as opposed to blatant suck up to Apple reviews.

As they say in the news business, if it bleeds, it leads. If it's dead, it's read. Negativity sells.

I'm in the business, trust me on that one!

 

[VaruLV]

Have you tried configuring a similar spec laptop from a different manufacturer in your locale?

It’s very difficult to find in-depth analysis and torture tests of other machines, so it is hard to peer behind the paper specifications.

I have tried (UK prices) and the difference between apparently similar machines is no more or less than £100. The hyperbole is unreal.

On another thread someone suggested a much lighter machine (a Lenovo), but it was significantly more expensive than a MacBook Air and again I couldn’t find a detailed review.

Only pre-built models over here for all brands and not much choice that fits my taste and thoughts on what would be possible match for Macbooks spec/power wise.
But, overall, its around 1300-1700€ for 16GB/512GB or 1TB etc.