Apple, of course, has to justify the AU$2500 starting price for a computer. So it's offering plenty reasons for you to get a Retina MacBook Pro.
Wondering whether you should part with $AU2499 for a MacBook Pro with Retina display? That is, after all, a lot for a laptop these days.
Apple is trying to make that decision easier by offering lots of reasons to buy a MacBook Pro Retina. While professionals may need little convincing, will the average user care?
Here is the list of core benefits that Apple is claiming for the Retina MacBook Pro:
Raw specs: 15.4-inch screen, 2800x1800 resolution, 220 pixels per inch (ppi). By comparison, the third-generation iPad is 2048x1536 and 264 ppi
It has higher contrast ratios, deeper blacks, better viewing angle (via IPS tech), reduced glare and reflection (by up to 75 per cent), according to Phil Schiller
OS X Lion has been updated to take full advantage of the Retina display. "Reading your mail is like reading fine print," said Schiller. Reality check: it will take a while for non-Apple applications to go Retina, if indeed lots do
Safari: "surfing the web can be like experiencing print quality," Schiller said. It's sharper than a printed page. Reality check: that doesn't necessarily apply to other web browsers
iPhoto: "looking at thumbnail photos in the events view, you'll see a clarity and level of detail you've never seen before," Schiller said
There's been a "major update" to Aperture. "The whole UI has been updated for Retina ... every element ... now, you're looking at four times the resolution of your photos," Schiller said
Final Cut Pro: "because of the density of the Retina display, that video area in the top right ... that is 1080p HD video. That means there are over 3 million pixels left over for your magnetic timeline ... effects. Nine simultaneous streams of "ProRes" video [and] four simultaneous streams of uncompressed video [are possible now]," Schiller said
Adobe: there's a new version of Photoshop that takes advantage of Retina coming, according to Schiller
Autodesk: updated Autocad will allow "a level of detailed work not possible in a notebook before," Schiller said.
Schiller did offer a qualifier, though. "Applications do have to be updated to take advantage of the Retina display. If they aren't, we can pixel-double them and make them the proper size." Pixel doubling, as most users know, is not a pretty sight.
But getting back to the list above, similar Retina-justifying arguments were made by Apple for the third-generation iPad Retina. And Apple didn't have much trouble convincing consumers to buy it (me included).
Then again, this isn't an AU$540 iPad. It's an AU$2500 computer.
See the Apple MacBook Pro video for more details.