Butterfly Keyboard

The story of Apple’s most widespread modern technology failure began in 2015 when the company released the 12-inch MacBook with a keyboard that used low-profile “Butterfly” switches. While the ultra-slim notebook was generally well-received, its stiff, lifeless keyboard was one of the most widespread criticisms (along with limited ports) among journalists and customers.

Using a new keyboard mechanism on the MacBook made sense–Apple needed to reduce the size of certain components to accommodate the diminutive size of the 12-inch notebook. Despite the criticism, Apple stuck with it, later bringing Butterfly to the MacBook Air and MacBook Pro. In doing so, it swapped an acclaimed tactile keyboard with one that made it feels as if you were typing directly on a desk.

Poor comfort isn’t what ultimately killed the Butterfly keyboard. The death blow was its uncharacteristically terrible reliability. The switches were so frail that any piece of debris or dust that got stuck underneath could break a key, resulting in missed key presses or double presses. Failures were widespread, causing customers to flock to Apple stores so their systems could be disassembled and repaired. Don’t think the Butterfly keyboard was that bad? Read this WSJ piece by Joanna Stern (or Joanna Stn on a Butterfly Keyboard) in which she deftly illustrates the problem.

Apple’s response was sluggish and frustrating. For years, the company stubbornly made small tweaks to the keyboard before implementing an “extended keyboard service program,” giving users four years of warranty. It wasn’t until 2020 with the release of the new MacBook Pro 16 that Apple started phasing out the Butterfly–long after the reputational damage was done.