If you popped into the online Apple Store this morning and couldn’t tell Ivy Bridge from Haswell specs, you could be forgiven for not knowing a new all-in-one desktop had just been released. Yes, the 2013 iMacs are here, but aren’t featured on the Apple homepage and the new desktops don’t even warrant a “NEW” sticker on the store.

The pricing remains the same and Apple didn’t even bother to refresh the marketing photos.

“iMac continues to be the example that proves how beautiful, fast and fun a desktop computer can be,” said Apple marketing chief Phil Schiller, ice tinkling in the glass resting on his knee. “Inside its ultra-thin aluminum enclosure, the new iMac has the latest Intel processors, faster graphics, next generation 802.11ac Wi-Fi and faster PCIe flash storage.”

Does Schiller sound excited — “continues to be the example” — or like he’s phoning it in? Not particularly pumped, it seems.

Then again, the jesus Mac (a.k.a. the all-new, black trashcan, Darth Vadar helmut 2013 Mac Pro) this ain’t. Still, there is some new here even if its 99 percent invisible:


In its press release, which Schiller hastily scribbled onto the wet bar napkin that was under his third Mai Tai, Apple calls the above processors “fourth generation Intel,” something everyone else refers to as Haswell.

The main Haswell bullet points are improved battery life, better battery life, longer lasting battery and more powerful [Ed Note the lower-case "p”] integrated graphics. Separately, the 2013 iMacs offer 802.11ac wifi and improved Flash storage.

Hmm, maybe Phil Schiller’s onto something (Bartender! Two of what he’s having).

What’s your take? Have you been anxiously awaiting the 2013 iMacs and which one is the Apple of your eye?

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