Why did Apple remove its iconic glowing apple logo from MacBooks? (film, 4 minutes)
In 2015, Apple introduced the 12-inch MacBook, which was the first model not to feature a glowing Apple logo. This change sparked controversy since the illuminated logo had been an iconic design component for over two decades. Greg from Apple Explained explores the reasons behind this decision by explaining that the desire to create the thinnest laptop ever was one of the main motivations. The 12-inch MacBook measured just 13.1 millimeters thin, making it 24% slimmer than the MacBook Air. However, achieving such an impressive feat involved some compromises, including the development of a thin keyboard that utilized a butterfly mechanism, which unfortunately proved to be highly faulty. This resulted in a class-action lawsuit and a return to scissor-switch keyboards. Another consequence of the MacBook's thickness was the removal of the illuminated logo, as it would have led to visual distortions and color inaccuracies when used in bright light settings.
Beyond aesthetic changes, the elimination of the glowing logo also addressed structural integrity. The thin display, coupled with the illuminated cutout design, posed a potential weakness, as the area around the logo could have easily bent or flexed. By replacing that cutout with a solid metal piece, Apple improved the MacBook’s rigidity. The third reason for the removal of the illuminated logo was linked to changing aesthetics. The glowing logo first appeared in 1999 as part of a comeback strategy initiated by Steve Jobs, meant to establish a new brand identity after years of negative perception. This logo played an essential role in creating brand awareness, encouraging customers to remember Apple during a period of trouble.
Nevertheless, Apple’s current design direction is veering towards a more understated branding approach. For instance, the latest iMac no longer features a visible logo like its predecessors, nor do the AirPods Max. The company has expanded its product lineup while also streamlining their design language, encompassing devices such as the iPad, iPhone, and Mac desktops, which all feature non-illuminated logos. While some users might feel a sense of nostalgia for the glowing Apple logo, its removal signals a shift towards a new era for Apple, indicating that their products can thrive without the need for an overt brand presence.
Greg emphasized that understanding the reasons behind the removal of the illuminated logo helps inform perspectives on Apple’s future design choices. As a brand, Apple consistently seeks to surprise its users with innovative products and solutions. At the time of writing, the video has amassed 5,114,550 views and 108,414 likes, showcasing its popularity among viewers. Thank you for watching, and stay tuned for the next video!
Toggle timeline summary
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Introduction to the 12-inch MacBook by Apple in 2015.
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The MacBook Air and Pro followed suit with non-illuminated logos.
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Controversy surrounding the removal of the glowing Apple logo.
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The 12-inch MacBook's design focused on thinness.
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Introduction of a new butterfly keyboard and its issues.
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Faulty keyboards led to a class-action lawsuit.
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The non-illuminated logo helped address display issues.
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Sealing off the display chassis eliminated color inaccuracies.
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Structural rigidity improved by removing the logo cutout.
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Aesthetic changes reflect Apple's shift in branding strategy.
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Apple's branding evolution leads to more subtle designs.
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Apple's dominance in the tech market reduces the need for overt branding.
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Unifying design language across Apple products.
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Sentimentality about the logo's loss contrasted with excitement for new designs.
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Closing remarks and thanks from Greg of Apple Explained.
Transcription
Back in 2015, Apple introduced the 12-inch MacBook. The first model ever to feature an Apple logo that didn't light up. Since then, the MacBook Pro and MacBook Air have also received the same treatment. This caused some controversy, since the glowing Apple logo has been around for over two decades and has become an iconic design element of Apple's notebooks. So why was the illuminated Apple logo removed? Well that's exactly what I'll explain right now. So when the 12-inch MacBook was introduced, it was the thinnest model in Apple's history. In fact, at 13.1 millimeters, it was 24% thinner than the MacBook Air. But that dramatic improvement didn't come without compromises. For example, Apple had to create a new super-thin keyboard that featured butterfly mechanisms instead of the traditional scissor design. They claimed the new keyboard was an improvement, but that didn't turn out to be the case. It was extremely faulty and resulted in a class-action lawsuit, with Apple eventually reverting back to the scissor keyboards. But another compromise of the 12-inch MacBook was the non-illuminated Apple logo. Since the display was so thin, two problems arose. First, if there was a strong enough light source behind the display, you could actually see a subtle hotspot in the center of the screen. Since the glowing Apple logo was a transparent cutout that allowed the display's backlight to shine through, but also allowed external light to enter. This meant using the MacBook outside could cause color inaccuracies on the display. So to eliminate this potential issue, Apple had to seal off the display's chassis entirely. Which meant getting rid of the translucent logo. But there was another benefit to this approach. The thinness of the MacBook's display, combined with the Apple logo cutout, caused structural rigidity issues. Just like the iPad Pro was easily bent thanks to the Apple Pencil attachment cutout, the MacBook could've easily been bent due to the Apple logo cutout. So to replace its weak spot with a piece of metal helped eliminate this structural weakness. The third reason why Apple got rid of their glowing logo is for purely aesthetic reasons. Back when the trend started in 1999 with the PowerBook G3, Apple was mounting a comeback. Steve Jobs had just returned to the company three years prior, and he put a huge focus on establishing a new reputation for Apple. Since they'd fallen out of favor with customers over the past decade. That's what sparked the Think Different ad campaign, and radical new computer designs like the iMac and PowerBook. It was the first time a glowing Apple logo had been used, and it was crucial in creating brand awareness. Seeing a prominently displayed Apple logo in public reminded people that the company was still around, and was actually creating some really cool products. But today, Apple's been moving away from this overt brand strategy and shifting to something more subtle. For example, they could've put an Apple logo on the AirPods Max, like almost every other headphone manufacturer, but they didn't. Also with the 24-inch iMac, Apple removed their logo from the product's chin for the first time since 2004. And it makes sense why they don't need their logo to be as overtly displayed anymore. Apple isn't struggling to garner attention or win customers from other brands. They're by far the biggest and most recognizable tech company in the world, with almost every product they create dominating their respective market. Apple's also been unifying their product design in recent years. And since the iPad, iPhone, and Mac desktops all have non-illuminated Apple logos, it made sense to carry that design language through to the MacBook line. So while it's understandable to feel sentimental about losing the glowing Apple logo, it can also spark some excitement. Since it represents a new era of Apple, with plenty of incredible products yet to come. This is Greg from Apple Explained, thanks for watching till the end, and I'll see you in the next video.