THINK LIGHT: MacBook Air Marketing Ideas

MacBook Air M2 — even *lighter* than the prior MacBook Air M1. The focus on lightness (not ‘supercharged by M2’) should be the focus.

More focus on that midnight color

‘Go Darker’– should be the focus of the midnight (blue) color.

Emphasize the weight REDUCTION

Nobody knows what 2.7 pounds feels like. What you must do is show the change or difference via framing. For example the *prior* ‘older’ MacBook Air was 2.8 pounds, but *NOW* it is ‘only’ 2.7 pounds. Similar to McLaren or Porsche how they always emphasize the pursuit of lightness.

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