Michael Gartenberg spent three years as Apple’s Senior Director of Product Marketing, reporting directly to Senior VP Phil Schiller. In his fifth encore appearance on Background Mode, Michael and I chat about Apple’s 2018 fall lineup of products. We talked about the Apple AirPower, still MIA. We examined the new 2018 MacBook Air and how the 2015 McBook was supposed to be the MBA successor—and failed. We looked at the new iPad Pros and how they may have broken through a computational barrier that will allow new capabilities. Finally, we looked at Apple’s 2018 iPhone product strategy as well as the corporate decision to suppress unit sales numbers. Michael is well versed in Apple marketing strategies and is always a delight to have on the show.