It was Apple week and unsurprisingly even I got carried away and wrote a lot about Apple’s launch week. While the big high-end items were new MacBook Pros, the real story to me was the Fusion Architecture. But I am a chip-kinda guy. Sadly, Apple doesn’t give you the deep details, so one is left to postulate some well-reasoned ideas. So that is what I did.

Back in 2008, Steve Jobs said, “We don’t know how to make a $500 computer that’s not a piece of junk, and our DNA will not let us ship that.” That was then. This is now. The company knows how to do this, and do this well.

The real strategic story of the week was Apple pushing value. Thanks in large part to its ability to make high-quality things at scale, I am sure it is also preparing itself for whatever economic doldrums are coming our way. It is also a good time to launch a full-frontal on Windows 11 and Chromebooks. On a more personal front, I am already in love with the new midnight blue Neo. I can’t wait to get my hands on it.

Here are seven articles worth your time this weekend.

• 25 Years of iPod Brain. Molly Mary O’Brien bought a fourth-generation iPod at 14 with cash earned pressing potatoes through a french fry cutter in Vermont. What follows is a love letter to the device that taught a generation how to build a relationship with music. I miss my iPod. She is right, the iPod’s gift was its constraint. That early tension between abundance and curation is something we crave so badly in the age of algorithmic gods. [Dirt]
• How AI Will Reshape Public Opinion. Dan Williams makes a provocative argument. Social media was a democratizing technology that shifted power from experts to the masses. LLMs are the opposite. Agreed, for you might have heard me say this. [Conspicuous Cognition]
• The Secretive Company Filling Video Game Sites with Gambling and AI. An eight-month investigation by Aftermath into Clickout Media, a shadowy affiliate marketing company that has been buying beloved gaming sites like GamesHub, The Escapist, and Videogamer, then stuffing them with crypto casino links and AI-generated content under fake author profiles. Internet doesn’t need AI slop, when we already have humans ruining it for greed. [Aftermath]
• He Saw an Abandoned Trailer. Then He Uncovered a Surveillance Network on California’s Border. James Cordero, a water-damage restoration worker started noticing abandoned trailers along remote border roads. Inside were hidden cameras, license plate readers feeding data into federal databases and logging every car that passes. Meet another edition of our surveillance society. [The Markup]
• “We See Everything.“ A joint investigation by Svenska Dagbladet and Göteborgs-Posten found that data annotators in Kenya, working for Meta subcontractor Sama, routinely review intimate footage captured by Ray-Ban Meta glasses. As a line from Casablanca goes, “I am shocked, shocked that there is gambling going on here.” [Svenska Dagbladet]
• Anthropic and the Pentagon. Bruce Schneier cuts through the noise on the Anthropic-Pentagon standoff with the clarity nobody else brought to it. This is not really about one company being more moral than another. The real lesson is about the need for democratic structures and legal restrictions on military AI, not corporate heroism. [Schneier on Security]
• $599. Not Junk. I love John Gruber’s take on new Macs. So, I was keen to read what he had to say about the MacBook Neo. He thinks Apple is going to sell a zillion of these. [Daring Fireball]

Reality Check. Everyone talks about the AI infrastructure buildout like it’s a done deal. It’s not. Sightline Climate is tracking 190GW across 777 large data centers announced since 2024. Of the 16GW slated to come online this year, only 5GW is actually under construction. Last year, 26% of expected capacity slipped. Their estimate: 30–50% of the 2026 pipeline won’t materialize. Meanwhile, hyperscalers are quietly giving up on the grid entirely, building their own power sources. The bottleneck isn’t chips. It’s watts. [Sightline Climate]

Things I wrote this week, ICYMI:

On Apple:

• Apple Does Value Week
• Apple Does Fusion
• Apple Goes After Windows 11 with Neo

On AI:

• The Great AI Game vs. AI Theater

And lastly, OpenAI did the announcement economy a solid:

• $110 Billion in Name Only

In Memoriam. Dave Farber, true Internet router. He was one of the most important people in the creation of the Internet, and he taught the people who did most of the work turning what he once called “a research project” into the backbone of modern communication. They don’t make people like Dave Farber anymore. [High Tech Forum]

March 8, 2026. San Francisco.

I didn’t really want to do a quick breezy review of something that has touched me at a deep emotional level. (John Gruber nails it in his review of Neo.)

Yes, I am talking about the new MacBook Neo. I can’t remember when I used the words “cute” and “want” about a computer in the same breath. The iBook, maybe? That machine was a little cuddly, colorful, weird thing that made you feel something. Then Apple went serious. Silver. Graphite. Pro. Aspirational. Expensive. And along the way we all forgot that computers could make you smile just by looking at them. Just as none of the cars make you smile and giggle. They are a boring interpretation of a truck or a Tesla.

Then came the Neo. $599. The fun is back. Citrus yellow. Indigo blue. Blush pink. Colors that say, be happy. It’s okay to be silly.

I have had a review unit for four days. Used it. Held it. Caressed it. It looks like a MacBook. It works like a MacBook. It feels like a MacBook.

Everything about it is a MacBook. Except it isn’t.

Four days in, the question stopped being “is this enough?” It became something simpler. What is this, exactly? What is a machine, really? What does it need to be?

First, it’s the name. It is stuck in the crevices of my mind. Neo comes from the Greek neos. It does not simply mean new. Neo means renewed. It means the return to the generating principle after drift.

As it happens, I have been spending time in philosophical texts, ancient and modern. One concept I came across in my reading adventures was Neo-Platonism. Developed by Plotinus in the third century, it was not merely a new version of Plato. It was a return to first principles, a deliberate stripping away of accumulation to recover what was essential. The Neo-Platonists believed all of reality emanates from a single perfect source, The One, and that understanding flows from returning to that source rather than moving further from it.

In language, neo- signals deliberate revival. Neo-classical, neo-noir, neo-pragmatism. Each usage implies that someone looked at how far a tradition had drifted from its originating idea, identified what that idea actually was, and rebuilt from there. It is an act of editorial courage disguised as naming. When Apple called this machine the Neo, consciously or not, the argument is right there in the name.

Neo does not mean more. It means the return to what is essential.

Apple, at least when Steve Jobs roamed its corridors, knew what was essential. It has since lost some of that clarity. It has lost some of what Aristotle calls telos.

Telos is the purpose toward which a thing is directed, the end that defines what it fundamentally is. Not what it can do in a benchmark, not what features it has, but what it is for. The telos of a hammer is to drive nails. The telos of a chair is to support a seated person. Strip away the ornament, the extras, the margin-justifying additions, and you get to the thing itself.

The history of Apple’s greatest products is a history of correctly identifying the telos and ruthlessly removing everything that is not it.

The original iPod. Music in your pocket. Not a camera, not a phone, not an app platform. A thousand songs, a white brick of plastic and steel and joy. When Jobs pulled it out, nobody asked whether it was enough. The question answered itself.

The original MacBook Air. Portable computing, untethered. No optical drive, few ports, impossibly thin. Jobs pulled it out of an envelope and the argument was over. The Air was not a lesser computer. It was the laptop reduced to its essence. Jony Ive once said the best designs are the ones where you cannot imagine adding anything and cannot imagine removing anything. The Air was that.

The MacBook Neo is in that tradition. It runs on the A18 Pro, the same chip family that powers the iPhone. That detail sounds like a compromise until you think about it properly. The iPhone is the most refined personal computing device ever made. Its chip is optimized over a decade for exactly the kind of work most humans actually do. Writing, communicating, reading, browsing, thinking. Early benchmarks show the Neo outperforming the MacBook Air M1 in single-core performance. That is not a consolation prize. That is the telos.

If we had more of a philosophical tradition in Silicon Valley, we would be aware of what Heidegger called the danger of Gestell, his concept for how technology frames everything and everyone as a resource to be optimized, extracted, maximized. These days that means pushing AI into our laptops and ads into every corner of our internet experience.

Customers and reviewers alike look at a laptop and ask all sorts of wrong questions. How much RAM? What GPU? Can it run Final Cut in real time? Nobody stops to ask what they actually need it for.

The spec sheet becomes the thing. The benchmark becomes the measure. The webpage becomes a place to extract every cent. Every human relationship on Instagram an opportunity to transact. And somewhere in all that maximization, the person using the machine disappears.

Ask yourself what you need a laptop for. I asked myself the question. To write. To read. To talk to people I love and people I work with. To think. For all that, the Neo is enough.

And that’s me, someone who already has a MacBook Pro. With the exception of my multilayered editing workflow in Photoshop, after four days, I find the Neo to be enough. The only reason I keep going back to my MacBook Pro is because of Claude CoWork. I wish I could run that on this new machine.

What if everyone asked that question and found the same answer? Why worry about more cores or something hard to contemplate? What’s easy to contemplate? Four colors with color-matched keyboards. Color is not cosmetic. Color is a statement about the relationship between a person and their tool. It says this belongs to you, not to your job title or your budget category. It says computing can be personal and colorful again. (By the way Gruber is talking about color in his review footnotes. “The Neo’s citrus is a beguiling colorway. Everyone I’ve shown it to likes it,” he write. “But is it a green-ish yellow, or a yellow-ish green? In daylight, it looks more like a green-ish yellow.” His comment is about to become a meme. )

In Zen Buddhism, there is the concept of ichi-go ichi-e, meaning this moment, this meeting, only once. A tea bowl needs to be only a tea bowl. A laptop does not need to be a phone, a gaming console, a media center. The completeness of the simple thing is what gives it meaning. You do not add to it.

The MacBook Neo is a laptop. A complete, beautiful, sufficient laptop. It costs $599, but the real disruption is not the price. It is the reminder that “enough” is not a failure of ambition. It is often the highest form of design.

The name says it all. Neo means a return to the generating principle. A machine rebuilt from what a machine needs to be, with full awareness of what came before. Not less. Not a budget compromise. A renewal.

Jobs understood this. The iPod. The Air. The original iPhone’s single button. The radical move was always the same. Identify the telos, trust it, and cut everything else. Sometimes the most courageous thing you can build is exactly what is needed, and nothing more.

I really hope Apple sells a lot of it. Not that I have anything to gain from it. Except the idea that in this era of soulless hyper-capitalism, for a brief second, we can smile and experience the essence of a machine.

March 10, 2026. San Francisco

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