Apple loves Face ID. The company didn’t hesitate to toss to the curb the most popular security feature among major tech gadgets– Touch ID– in favor of the eye candy convenience that is Face ID. All new iPhones– iPhone Xs, iPhone Xs Max, and even iPhone XR–have Face ID. Yes, it’s that good.
Where are the new Macs with Face ID? As expected, Apple rolled out Face ID in the new iPad Pro models while keeping the 9.7-inch entry-level iPad and 10.5-inch iPad Pro– both with Touch ID. Is Face ID only for Apple’s expensive models?
Color me somewhat jaded about Apple’s product lines. Look at the Mac notebooks. The new MacBook Air, the aging MacBook, and the strange MacBook Pro models are priced within $100. Even the iPhone has a wider price spread, yet every new iPhone comes with Face ID (and a Notch).
I get it. iPad Pro deserves Face ID. iPhones are expensive and deserve Face ID. What about the Mac?
The 2018 MacBook Air gets Touch ID, not Face ID. Since the entry-level models appear to be Touch ID-based, can we expect only the more expensive iPads and Macs to come with Face ID?
Differentiation matters. Products need to be differentiated from competitor products but also from products within their own family. For now, Apple has Face ID on three iPhone models. Older iPhones– iPhone 8 and 8 Plus, iPhone 7 and 7 Plus– have Touch ID and cost hundreds less than the new models with Face ID.
Get the picture?
Face ID is so cool, so advanced, and of sufficient functional differentiation from other Apple products when compared to the competition that Apple can charge more by limiting Face ID to the premium models.
What about MacBook Pro models? Wait’ll next year.
MacBook, MacBook Pro, and desktop iMacs are due for an upgrade (I would expect them next year) so we can anticipate Face ID to show up in the more expensive iMac models and MacBook Pro at a later date. I’m on record for this: “No new Mac for me until it has Face ID.” If Apple wants to differentiate premium models vs. entry-level models via Face ID vs. Touch ID, that’s OK by me but no Apple Pay credit card cha ching until the Mac gets Face ID.
Apple nailed Touch ID and Face ID and competitors have little to match the latter, so why not roll it out everywhere?