Apple today launched new version if it’s 14 and 16-inch MacBook Pro laptops as well as a new Mac mini, alongside introducing two new chips: the M2 Pro and the M2 Max.

The machines are looking great, and I am in the market for a new Mac mini as I have a 2014 model right now (runs some always-on stuff I need like HomeBridge). I have been holding off upgrading because of the M2, and as a bonus they even lowered the starting price - and I don’t need anything besides the entry-level model (I may upgrade to 10G Ethernet though, for future-proofing, especially if I end up keeping this for 9 years).

But beyond the seeming awesomeness of these machines, I love the way the announcement was made. It wasn’t a small product launch, but also not large enough to warrant a full event with invites and a specific time to watch the streaming and so on. But launching just via Apple Newsroom press releases would also have been too boring.
But this approach? No invite or mention of the timing in advance: just drop the news alongside a fantastically well-produced 18 minute video, is just great. And it’s not like the video feels second-rate, the production quality is extremely high.
I love it, and hope to see this approach used again!