“A refresh of Apple’s flagship laptop, the MacBook Pro, likely will be the highlight of an event scheduled for this Thursday at the company’s headquarters in Cupertino, California,” John P. Mello Jr. writes for TechNewsWorld.

“The update to its flagship MacBook line couldn’t come at a more critical time.

“Apple has been under increasing pressure from Dell, Lenovo and others in this space and needs to up its game considerably lest it be accused of neglecting notebook users and customers,” said Charles King, principal analyst at Pund-IT. Apple will make a play for corporations at the event by focusing on specific business class qualities in the new products,” Mello Jr. writes. “‘That would emphasize the value the company has gained from its partnership with IBM,’ King told TechNewsWorld. ‘But frankly,’ he added, ‘Apple needs to make a far better case for the benefits its products offer to corporate customers than it has in the past.'”

MacDailyNews Take: Frankly, the case has already been make in stark terms:
The debate is over: IBM confirms that Apple Macs are $535 less expensive than Windows PCs.

“A new 13-inch MacBook Air with USB-C ports also might be introduced. It’s been rumored that Apple could announce some new iMacs and a 5K display as well. While not total discounting those possibilities, highly regarded Apple analyst Ming-Chi Kuo of KGI Securities indicated they are highly unlikely,” Mello Jr. writes. “However, even if those products were announced at Thursday’s event, they wouldn’t be ready for shipping until next year, he noted. Maybe Apple is planning another event for that time that would be for all its desktop models: the iMac, Mac mini and Mac Pro.”

Read more in the full article here.

MacDailyNews Take: The event will be streamed live by Apple here and we’ll cover with live notes, as usual. Look for the link on our home page on Thursday. See you there!

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