Rob Goodlatte

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For Apple fanboys, Macworld keynotes are somewhat of a religious holiday. This year’s most credible rumor is the announcement of a new, thinner MacBook. The name “MacBook Air” was allegedly found as a computer ID in an Adium log, and an Apple banner hung at the Moscone Center proclaiming “There’s something in the Air” corroborates the name. But the best evidence isn’t the choice of headline on the banner, but Apple’s choice of type.

The banner is set in Myriad Pro Light, which saw its introduction into Apple’s branding scheme with the iPod Nano—the product that shrank the iPod to an “impossibly small” level (the typeface has since been applied to the entire iPod line). Myriad Pro Light has never been used as the headline type to an Apple banner.

Something is about to get shrunk…
Update (1:30 EST)—Called it spot on, down to the logo.

The products that could conceivably be shrunk are iPods, iPhone, notebooks, and Cinema Displays. We can rule out the possibility of new iPods coming so shortly after a full refresh, and new Cinema Displays wouldn’t warrant this much fanfare. I expect an iPhone announcement, but not a significantly thinner model so soon. Besides, ‘iPhone Air’ sounds a bit silly to me.

That leaves us with notebooks. I believe we’ll either see an incredibly thin ultra-portable or a new tablet format. ‘MacBook Air’ is a convincing name for an ultra-portable MacBook, and fits in nicely with our rumors. However, it’s not a good name for a standard tablet. An open-faced tablet ruins the book analogy by lacking two “covers”, unless we’re talking about a laptop/tablet hybrid.

With my case made, I’m certain one of the below portables will be introduced today:

1. A thin ultra-portable called the ‘MacBook Air’.
2. A thin hybrid notebook/tablet called the ‘MacBook Air’.
3. An impossibly thin tablet, not a MacBook, and with the ‘Air’ suffix.

That’s how I call it. With only hours left to go, we’ll soon see if I’m full of hot air or not.

 

1. Ted Jacobson January 15th at 1:41 pm

   Reading the keynote report as it has been coming in. ‘Air’ could be referring to wireless backup using Time Capsule. But I think Steve has a one more thing coming at the end.

2. Dave Jeffery January 15th at 2:12 pm

   Good Call!!

   (Reaches for credit card)

3. Justin D January 15th at 3:30 pm

   Good job. Start calling you the typography detective.

4. johno January 17th at 6:52 pm

   I think Myriad Pro is a pretty good and safe choice. A good humanist sans serif: the lighter weights looks clean and ever so slightly whispy (like Apple’s products, perhaps?). It’s also available in over 40 styles, including a beefy Black and Headline version; and a couple more playful ones–making it a very versatile face indeed.

 

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