Apple Inc sells a epiphany, starting this week, in the shape of a notebook computer. One of its new MacBook Pro models has a "Retina" display, a screen that packs four times as many pixels as a standard display.
Why is this a big deal?
It's not easy to describe in print, but a look at the screen tells the whole story. It's like putting on glasses and realising you're nearsighted. Much like the screen on the latest iPad, the new display makes all other screens look dull and fuzzy.
With a resolution of 2,880 by 1,800 pixels, the Retina screen can show every pixel in a five-megapixel shot, all at once. It has more pixels than a high-definition TV set - 2.5 times as many.
Even the icons on the Mac screen look so much more detailed. On the calendar icon, you can make out the dots for the individual dates. On the Address book, you suddenly see that the "at" sign on the cover is embossed.
High-resolution photos look really, really sharp. Low-resolution photos, like those on Facebook, are revealed as mushy and indistinct.
As you might expect, this epiphany doesn't come cheap. The MacBook Pro with Retina display starts at $2,199.
That's nearly three times more than the average consumer spends on a laptop, but it isn't a bad price for the video editors, photographers and graphic designers who are the intended buyers.
In fact, the new MacBook looks like a steal compared to a regular, non-high-resolution MacBook with a screen of the same size, at 15.4 inches diagonally.
When a regular MacBook is upgraded with the 8 gigabytes of RAM and 256-gigabyte flash-based "hard drive" that come standard on the Retina model, it costs $2,399. So you're basically saving $200 by getting the better screen.
There are a few other differences between the Retina MacBook and the regular one.
It's thinner, lighter and lacks a DVD drive. It even lacks an Ethernet port for Internet connections. This was a problem as soon as I unpacked the unit, because getting on the office Wi-Fi can be troublesome.