Apple's new strategy for Mac Mini

Yesterday I posted (together with other 49.379 bloggers, and counting) about the "strange" launch for Apple's new iMacs and Mac Minis.

Weird as it may seem, the buzz hasn't been about these new Macs, but about what's going to be unveiled during Apple's keynote that is going to be held on Sep 12th in San Francisco. That is, what has such an importance for Apple's future plans to keep out of the show two of the best selling products for the company (all indications point to a movie download service, but there could be more).

But I also see a dramatic change for Mac marketing in the Mac Mini (non) announcement: since its first release in January 2005 the Mac Mini has been marketed as the "little brother" of more advanced Macs (iMac and PowerMac), meaning both smaller AND less powerfull (it always had lower performing processor vs the iMac).

Today, comparing the Mac Mini in its cheaper configuration with the cheaper iMac (see below), the Mini doesn't look so small anymore.

Other than the "DNA difference" of the iMac having a built in LCD, they both have new generation Dual Core processors (with a slight advantage for the iMac), enough RAM to run TWO widgets at once, and so many connection options your neighbor won't have any problem watching movies stored in you hard disk (you know... those movies).

Speaking about HD, that seems to be now the main difference, with the 60 gigs of the Mini clearly not enough to handle today's amount of media content stored in your computer.

Even the point of the Mini being a cheaper/stripped down version of the iMac can now be argued.

400 bucks difference isn't that much to have the privilege to enjoy your 17" screen, 100Gb more space in your HD, and the cool enclosure (ok, it's no cheap either, but let me get to the point).

It looks like Apple understood the main reason people bought the Mini isn't just about money (you can still get much better bargain with the same old boring windows-based machine in the shopping center near you).

Almost every Mac Mini owner I knew (myself included), bought and Apple screen to go with the Mini. That's hardly a money-saving choice. What I've seen in the Mini is the chance of getting a tiny, cute, design oriented Mac that you can easily place in your living room without having to feel ashamed.

Ok, you might say, then buy an iMac! No, because a built-in monitor isn't necessarily an advantage. First, I liked the Apple screen design more than the iMac's. Second, I wanted to retain some flexibility not to trow away the poor (and expensive) monitor when I wanted to change my computer just because Steve rolled out the new, beefed up, Intel based version of the Mac (ok, I didn't know that it would have happened, but you know this business works like this).

Personally I think that's a bold move. They now have two "consumer" desktop lines that satisfy different consumer needs, both extremely consitant to their brand equity. That usually pays out.

So, what's next? :-)

1.66 GHz Mac Mini

$599 USD
HD 60 GB 5400rpm SATA
Combo Drive
2MB L2 Cache
512 MB 667 MHz DDR2 RAM
GMA 950 Integrated graphics
Gigabit Ethernet
Airport Extreme
Bluetooth 2.0

17 inch 1.83GHz

$999 US
17" LCD 1440x900 resolution
HD 160GB SATA
Combo Drive
2MB L2 Cache
512MB RAM
GMA 950 Integrated graphics
Gigabit Ethernet
Airport Extreme
Bluetooth 2.0