Nicole Nguyen

It's strayed away from that for probably 10 years to go after this more elite premium consumer.

Their more recent devices have been like this austere silver and gray.

I'm like looking around this studio like we all have these like very austere industrial looking Apple devices.

It hasn't grown as much in its hardware categories in recent years.

And I think it sees this moment and this global memory chip shortage as an opportunity to gain a new customer.

You know, Apple has...

crazy supply chain leverage.

It's more immune to the chip shortage than its competitors.

And so I think that it's taking the moment to go after this kind of consumer as prices rise for their competitors.

Apple is not going to let go of its high-end consumer.

In fact, its more premium products are getting more expensive.

The MacBook Air this year is $100 more than it was last year.

And so it's kind of an interesting split.

They are also now offering devices for this new set of customers.

But I don't think that they're going to de-invest in their more premium products as a result.

Yeah, that laptop, which was my first circa 2000, was the iBook G3.

It was the same laptop as Elle Woods in Legally Blonde.

It was orange, had this clam-shaped hardware and bright tangerine accents.

And also my favorite thing ever, this...

carrying handle so you could tote it around kind of like a purse.