Apple Plans New iMacs for Pros Later in 2017, New Mac Pros in 2018 (Apr 4, 2017)

A few years back, Tim Cook said Apple was doubling down on secrecy, and he’s largely kept to that promise since then, being as secretive as ever about Apple’s future product plans. However, that all changed this week with the announcement of future plans for Apple’s Mac line, an attempt to address vocal dissatisfaction and worry among a small but important community of Mac users. There are several key points here. First, Apple reinforces a point I made a while back, which is that true “pro” users are a small minority of Apple’s Mac base, and those who require Mac Pros are an even smaller minority. These pros are no longer the core constituency of the Mac, which instead is mainstream users. However, they are vocal, and they’re important because they’re disproportionately influential as a result, and Apple has underserved the upper echelon of these pro users, those for whom a maxed-out iMac or aging Mac Pro isn’t enough. This is an unusual concession from Apple that its Mac Pro strategy has been on the wrong track and that it’s boxed itself into a corner (something I’ve suspected for a while), and that it is belatedly trying to get back on the right track, which will take time. On the other hand, those maxed out iMacs and even MacBook Pros are actually enough for many pros – I have several family members who do video editing for a living and they all use iMacs rather than Mac Pros, and I found the MacBook from late last year perfectly adequate for using professional video editing software. But Apple’s statement this week is a sign that it doesn’t want the worrying and griping to go on, and that it needs to both make a more specific commitment to the future of the pro Mac line and to those high-end professional users. That’s a good thing, because it’s a concession that it has made mistakes and will now look to rectify them. This has been one of very few areas where there have been legitimate worries about Apple and its strategy, and fixing this should help to neutralize somewhat the Apple is Doomed narrative.

via Daring Fireball

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