Apple @ 50: How Apple transformed a cheap commodity into its signature luxury - 9to5Mac

This story is part of 9to5Mac’s series celebrating Apple’s 50th anniversary. Aluminum was once a cheap metal to consumers, primarily used in soda cans, kitchen foil, cookware, and window frames. It also lived a double life as an industrial material used in aerospace. It was simultaneously a disposable commodity in everyday products and an engineering marvel that helped get humans to the moon. That is of course until Apple decided to make aluminum their signature material, in the blink of an eye aluminum became a consumer luxury the second Steve Jobs revealed the 12” and 17″ PowerBook G4s in 2003. What followed was 23 years of ultra premium aluminum devices that completely changed the way we live. more…