One of the biggest news out of Apple’s “Spring Forward” event today features a completely refreshed MacBook with new “Force Touch” technology built into the touch pad. Which is cool and all, except for its name.
Just a day after International Women’s Day, some are already reacting comically offended by the whole “Force Touch” implication.
Only a bunch of guys would name a tech product Force Touch in 2015.
— Glenn Fleishman (@GlennF) March 9, 2015
men at apple: so we’re thinking about calling it force touch women at apple: hmmmmm — Jessica Roy (@JessicaKRoy) March 9, 2015
— Brian Tong (@briantong) March 9, 2015
MacBook Pro comes with ForceTouch Technology, like your high school gym teacher. — Downtown Josh Brown (@ReformedBroker) March 9, 2015
I can’t wait to try to explain “force touch” to my mom.
— Geoffrey Fowler (@geoffreyfowler) March 9, 2015
Of course, this comes in addition to other interpretations of “Force Touch,” i.e. Star Wars references.
— Ross Petrocelli (@rpetrocelli) March 9, 2015
Frankly, we’re not sure what was so problematic with track pads that focus clicks on the lower half of the surface in the first place. But of course, you can never escape the feeling of unfulfillment after an Apple event. Those guys sure are good at creating new issues with our first world lives.
Apple, among other large tech companies, has long held a track record for not including enough women on stage at its keynote events. Although Apple CEO Tim Cook invited model Christy Turlington Burns to the stage today, we can’t help but feel that her token presence lacked any technical relevance.
In her introduction, Cook spoke of Burns’ “Every Mother Counts” non-profit, which aims to provide maternal health advocacy in third world countries. Yet on stage, Cook could only convince Burns to say that the Apple Watch is a “chic” fashion accessory that’s great as a running companion.
We commend Apple for trying, but this – in addition to the whole Force Touch naming scheme – isn’t doing the company any favors.
Now if you’ll excuse me, I’m gonna try to avoid overhearing Apple fanboys talk about force touching their gold laptops.