A Design and Branding Response to "So, About that Black MacBook…”
In So, About that Black MacBook… Tom Bridge from Oreilly asks why the matte black MacBooks come with white accessories. “Shouldn’t all the accessories for the Black MacBook come in matte black as well?” he asks?
No.
Here’s why:
In Apple’s latest major design revision (post-technicolor crt iMac),accessories have been consistently white across product lines andbetween product colors. Additionally this matches the lower-pricedproduct lines, which have at least started out white white (iPod,iBook, iMac)
Desktop Keyboards & Mice
Always white, even when paired with the brushed metal PowerMac/MacPro.
Power Supplies & Cables
Always white, evenwhen paired with brushed metal (minis, powerbooks, powermacs, macbookpros), black (U2 ipod, black ipod), colors (ipod minis, ipod shuffles).
Headphones
The most visible. Always white, even when paired with any color iPod.
Apple treats these accessories as consistent visual signals that don’t require you to see the product. Apple has effectively branded the color white and especially white electronics cables.
Much like the white ipod headphones signaled that an iPod, and not a WalkMan, was in that pocket, the powercord acts as a point of visualdifferentiation. You don’t have to see the laptop, but if you look atthe mess of cords plugged into the wall–the white one jumps out. Samewith all the black, grey and slate cords snaking across anyboardroom table. The white cord jumps out at you. Not only does thiscontrast create cognitive dissonance (”powercords are supposed to beblack, or at least match!”) it creates a design element pleasing to theeye when seen plugged into the black MacBook.
If the MacBook had a black powercord, it’d be just another Sony.
[Note: If you really want a black power supply, wait for Kensington to start making MagSafe Adapters or take this enterprising route.]
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