Apple Says The Mac Pro Is Not Dead

Mac Pro

Let's not beat around the bush.

At a press meeting near the company's headquarters, marketing chief Phil Schiller, OS chief Craig Federighi and hardware engineering chief John Ternus discussed a major design overhaul Apple is planning for its high-end Mac Pro desktop, which was last refreshed in 2013. They also noted that the new computer wouldn't be here until at least 2018. It follows on comments from CEO Tim Cook that suggested APPL might be quietly working on a new Mac Pro. - Apple is also updating the existing Mac Pro today - and will be making new Apple Displays to go with next year's model, along with new pro-focused iMacs. Nothing else is changing, including the ports. Apple did not add USB C or Thunderbolt 3 to the mix, it's only a small spec update.

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The unexpected announcement comes after years of concern from professional users, many of whom have believed that Apple could be abandoning the pro market. Normally, Apple keeps things under wraps until launch events. It largely wasn't well-received.

The Mac Pro desktop PC from Apple may have a cool case design, but it launched way back in late 2013.

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In essence, this is Apple arguing with my claims in "Understanding Apple's Marginalization of the Mac" (21 November 2016) that the iOS platform reigns supreme within the company and conceding the point Josh Centers made about the slippery slope of losing pro customers in "What Apple Can Learn from Airwalk" (6 February 2017). This is probably why the company has finally realized to up its game and get the interest behind the Mac Pro started again. No exact dates have been set for the product releases. They see the fewest updates, it seems, and they want to reimagine both lines of products. The writers included John Gruber of Daring Fireball, Matthew Panzarino of TechCrunch, Lance Ulanoff of Mashable, Ina Fried of Axios, and John Paczkowski of BuzzFeed.

The company even openly admitted that the design of the previous Mac Pro was not a good one.

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For IT professionals, I think your best bet for buying a high-powered, affordable desktop system that can be upgraded is a Windows 10 box - something that has been the case for a long time if you aren't Wednesday to Apple's design. In addition, they'll be releasing a new external display - something it had previously opted out of. "What we didn't appreciate completely at the time was how we had so tailored that design to a specific vision that in the future we would find ourselves a bit boxed in - into a circular shape". To be clear, our current Mac Pro has met the needs of some of our customers, and we know clearly not all of our customers.

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