Bloomberg's Mark Gurman noted that Jobs’ Mob appears to be using a” thinner design language” with the upcoming MacBook Pro, Apple Watch, and iPhone.  For those not in the know this means talking about a product being slimmer when it probably is not.

When the M4 iPad Pro was unveiled last month, Apple touted it as the company's thinnest product ever and compared it to the 2012 iPod Nano to emphasise its slim dimensions.

 In the latest edition of his Power On newsletter, Gurman says that, like the iPad Pro, Apple is now focused on delivering the thinnest possible devices across its lineups.

The good thing about a thin product is that you don’t have to offer new features or extend battery life because people will see “thinness” as the star feature and assume it can do more.

Gurman writes that the new iPad Pro is the "beginning of a new class of Apple devices" and that Apple's aim is to offer "the thinnest and lightest products in their categories across the whole tech industry."

The new iPad Pro is just the appetiser. Apple’s main course is serving up the thinnest tech entrees in the industry. We’re talking iPhone, Apple Watch, and MacBook Pro entrées, all with a side of ‘I can’t believe it’s not butter’ slimness.

Gurman’s crystal ball shows a future where the iPhone 17 could double as a cheese slicer by 2025.

The Apple Watch is getting a birthday makeover for its tenth anniversary, and it is unclear if Apple will try to make that slimmer, too. It is so big that it feels like you have strapped a television to your wrist, and Ming-Chi Kuo, another Apple whisperer, teases a bigger screen with less bulk.