It's their brand. Apple continues to use aluminum because they've invested a lot into it and they're good at it. I occasionally hear a quote get thrown about on

It's their brand. Apple continues to use aluminum because they've invested a lot into it and they're good at it. I occasionally hear a quote get thrown about on apple-centric tech podcasts that Apple probably has the greatest concentration of aluminum material science expertise not just of tech companies, but of any company that exists. So much so that Elon Musk poached one of their engineers to work on aluminum for Tesla.