Apple rally confirms Jobs is a gadget maker

Reporting of Steve Jobs’ latest press rally has been decidely subdued.

Yesterday, His ‘Oliness called his tame press into his august presence and showed off a new version of the MacBook Air and the Lion operating system.  It was supposed to prove that Steve still was producing cutting edge technology for his Mac range.

While the press still gave him their traditional cheers and standing ovulation when they got back to their Macs to write the story up they appeared a little underwhelmed.

Firstly all of them reported the Macbook Air as the lead news on the story, relegating the Lion OS to the bottom of the page.

While the Air is pretty, it has not been a big seller for Apple. Indeed what Apple appears to have done is use some of the ideas it had with its mobile gadgets and shove them in the thing to make it look prettier. This makes for a super thin computer measuring 0.28 centimetres at its thinnest to 1.72 centimetres at the rear. It will weigh less than a kilogramme and if you have a spare $1,119 it is yours.

It runs on flash storage like the iPad rather than hard drives like conventional computers, so it can “power up” instantly and store data twice as fast, Apple’s chief executive would have us believe. Ho hum.

But if the Air failed to float the press’s boat, then Lion was even duller. Apple’s OSX is important for the company and the release of Leopard was greeted with some hysteria from the press and fanbois.

However, Lion appears to be another unnecessary upgrade. It includes an improved “iLife” multimedia suite and incorporates FaceTime video chat and er… that is it.

The tame press had really nothing that it could enthuse about and so ended most of their yarns talking about Apple having a stonkingly good financial result instead.

Actually, Apple has been having a few problems topping its operating system since the introduction of Tiger. Leopard and now Lion were more like service packs and had little serious changes to offer the world.

Yesterday’s press conference was supposed to re-assure the press, investors and the great unwashed that Apple was not an expensive gadget company and still loved its PC users. However what it confirmed was that Jobs was entirely focused on what his iPod, iPad, and iPhone ranges were doing and PC users were picking up the technology scraps from that operation.