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Apple Says Optical Drives Were Holding It Back

By - Source: Time | B 86 comments

Senior VP of global marketing stressed that competitors are afraid to ditch optical drives technology.

Apple's senior VP of global marketing, Phil Schiller, has explained the firm's reasons for removing the optical drive from its new iMac system.

As it has done with the MacBook Air and the new Retina Display MacBook Pro, Apple also decided to drop the optical drive in its new 5mm-thin iMacs. According to Schiller, older technologies such as disc drives are holding the industry back and have ultimately done their time. He also noted that competitors are afraid to lose optical drives.

"These old technologies are holding us back. They're anchors on where we want to go," he said. "We find the things that have outlived their useful purpose. Our competitors are afraid to remove them. We try to find better solutions - our customers have given us a lot of trust. In general, it's a good idea to remove these rotating medias from our computers and other devices. They have inherent issues — they're mechanical and sometimes break, they use power and are large. We can create products that are smaller, lighter and consume less power."

Schiller also stated that consumers have stopped asking Apple about Blu-ray. Having never integrated the technology into its products, he said: "Blu-ray has come with issues unrelated to the actual quality of the movie that make [it] a complex and not-great technology…So for a whole plethora of reasons, it makes a lot of sense to get rid of optical discs in desktops and notebooks."

The Apple executive also said, naturally, that it's better to buy movies through iTunes, subsequently having them available to watch on all of a user's Apple devices.

 

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  • 61 Hide
    rdc85 , October 30, 2012 11:40 AM
    "Blu-ray has come with issues unrelated to the actual quality of the movie that make [it] a complex and not-great technology…..."

    Hmm... okay

    "........ naturally, that it's better to buy movies through iTunes,........"

    now, i see where it's going...
  • 43 Hide
    nieur , October 30, 2012 11:39 AM
    apple is holding industry back
  • 29 Hide
    g00fysmiley , October 30, 2012 11:58 AM
    translation ... we want you to only be able to buy and use software through i tunes no more buying a cd or any media to play in your device that was not purchased through itunes... greddy wankers
Other Comments
  • 26 Hide
    wemakeourfuture , October 30, 2012 11:38 AM
    Need my optical. No better way to share large amounts of pictures and home videos with other family and friends.

    Plus, my DVD / Blu-Ray provides great archiving, have had way too many backup harddrives fail on me to trust them without some form of redundancy.
  • 43 Hide
    nieur , October 30, 2012 11:39 AM
    apple is holding industry back
  • 61 Hide
    rdc85 , October 30, 2012 11:40 AM
    "Blu-ray has come with issues unrelated to the actual quality of the movie that make [it] a complex and not-great technology…..."

    Hmm... okay

    "........ naturally, that it's better to buy movies through iTunes,........"

    now, i see where it's going...
  • 25 Hide
    Firion87 , October 30, 2012 11:43 AM
    I'm curious when will Apple remove definitely the user from their devices because they are not monkey enough for them.
  • 16 Hide
    cats_Paw , October 30, 2012 11:54 AM
    There is just one small problem with that. Apple is again imposing their view over the consumers freedom of choice. Thou i have to admit that the general population is far less informed, and buy what is told to.
    Just one small issue: Compatibility... but then again Apple is bearly compatible with anything but apple products.
  • 29 Hide
    g00fysmiley , October 30, 2012 11:58 AM
    translation ... we want you to only be able to buy and use software through i tunes no more buying a cd or any media to play in your device that was not purchased through itunes... greddy wankers
  • 20 Hide
    spentshells , October 30, 2012 11:59 AM
    The only thing disc drives hold back is the ability to monitor what the user moves from computer to computer. Everyone hold onto your burners because when the internet gets busted for sharing data everything goes right back to tape trading like the 90's until we build our own private internets
  • 17 Hide
    cats_Paw , October 30, 2012 12:01 PM
    Oh and one more thing, and this is crucial: Cd-DVD is a great back-up way for games (the original cd-dvd is actually a backup), but if you have all on DRM and online only like Steam or Origin, Basicly you no longer own anything you buy, since at any time they can turn your right to use the software you bought (Dont belive it? Read the terms of agreement for once in your life, and see how hard you are getting F in the...).

    In ohter word, Apple is giving me even more reasons not to buy their products.
  • 0 Hide
    waxdart , October 30, 2012 12:02 PM
    The user lost out when blu-ray won over HD-DVD that's for sure. So long as you can get an external device I see no reason why you would want the bulk of the drive in the laptop; but when you have a full tower fill it up with as much kit as you need. All part of the fun.
  • 12 Hide
    besus , October 30, 2012 12:03 PM
    Even though I rarely use mine anymore, call it old school but I like having one (two actually). Granted this is in a desktop so there's plenty of room...

    Either way, leave it to Apple to tell people what they want. It worked with the floppy drive, but I don't think they'll be able to pull it off with optical drives. If they're so confident in this decision, maybe they should stop selling their grotesquely overpriced USB optical drive too.
  • 19 Hide
    Anaxamenes , October 30, 2012 12:07 PM
    I still buy music on CDs. They are my backup in case of a hard drive failure. Plus, I can play them on non apple devices or apple devices. Not everyone sticks with one brand and I like my movies and audio CDs to be compatible with whatever I choose as my next technology purchase.
  • 26 Hide
    spookyman , October 30, 2012 12:07 PM
    Sounds like they do not want you to use anything that is not on the I-tunes store.
  • 17 Hide
    proffet , October 30, 2012 12:12 PM
    Apple - the rich are dumber than we thought..
    still blinded by the Apple name and look.
  • 7 Hide
    archange , October 30, 2012 12:15 PM
    Quote:
    naturally, that it's better to buy movies through iTunes, subsequently having them available to watch on all of a user's Apple devices


    Hahhahah. No S#!t. Pure genius. Evil that is.
  • 9 Hide
    mrmaia , October 30, 2012 12:16 PM
    Yeah sure, of course it's better to rip out optical devices. iSheep will be gladly forced to buy stuff on iTunes - as Phil himself knows - and people won't be able to lend discs - oh more iTunes shoving.

    Apple is a horrible company. Seeing them make so much money makes me lose hope in the future.
  • 8 Hide
    Filiprino , October 30, 2012 12:21 PM
    Okay, when I can pass 50GB of information to other person without caring for the medium, tell me please. Nowadays 50GB of flash memory costs you 30 or 40 euros if you want decent speed.
    And 50GB of cloud storage are not useful for those purposes, you have to continue using backups.

    Nice try to get people tied to their iTunes store.
  • 9 Hide
    wemakeourfuture , October 30, 2012 12:24 PM
    AnaxamenesI still buy music on CDs. They are my backup in case of a hard drive failure. Plus, I can play them on non apple devices or apple devices. Not everyone sticks with one brand and I like my movies and audio CDs to be compatible with whatever I choose as my next technology purchase.


    I do the same, plus with a physical music CD you can sell it if you want (I used to buy used CDs), give it to someone if you don't want it, or pass it to another generation. With a digital download you don't have the same rights.
  • 24 Hide
    photonboy , October 30, 2012 12:27 PM
    BluRay QUALITY is superior to the Apple media.

    Avatar used 43GB of BluRay space. I use NETFLIX and the quality is "okay" but when I want a CHOICE of high quality for great movies like Avatar, Avengers, LOTR, Harry Potter etc, then I want the BEST quality available.

    Oh, and how is my SISTER going to borrow my movies if they're stuck in digital world.

    And I finally tried an Apple to see what the hype is all about. Not impressed. I'm going back to Windows 8 (yes, I said it... Sigh.. )
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