“To die-hard fans, Apple Inc.’s Macintosh sometimes seems like an afterthought these days,” Mark Gurman reports for Bloomberg. “Interviews with people familiar with Apple’s inner workings reveal that the Mac is getting far less attention than it once did. They say the Mac team has lost clout with the famed industrial design group led by Jony Ive and the company’s software team. They also describe a lack of clear direction from senior management, departures of key people working on Mac hardware and technical challenges that have delayed the roll-out of new computers.”

“While the Mac generates about 10 percent of Apple sales, the company can’t afford to alienate professional designers and other business customers. After all, they helped fuel Apple’s revival in the late 1990s,” Gurman reports. “If more Mac users switch, the Apple ecosystem will become less sticky—opening the door to people abandoning higher-value products like the iPhone and iPad.”

“In another sign that the company has prioritized the iPhone, Apple re-organized its software engineering department so there’s no longer a dedicated Mac operating system team. There is now just one team, and most of the engineers are iOS first, giving the people working on the iPhone and iPad more power,” Gurman reports. “Apple hasn’t given up on Macs. In a recent company Q&A session, employees asked whether Mac desktop computers remain strategically important. “We have great desktops in our roadmap. Nobody should worry about that,” Chief Executive Officer Tim Cook said… Mac fans shouldn’t hold their breath for radical new designs in 2017 though. Instead, the company is preparing modest updates: USB-C ports and a new Advanced Micro Devices Inc. graphics processor for the iMac, and minor bumps in processing power for the 12-inch MacBook and MacBook Pro.”

Read more in the full article here.

MacDailyNews Take: Currently, when it comes to the Macintosh (and Apple TV, among other products and services), Apple under CEO Tim Cook is struggling.

It’s not about charisma and personality, it’s about results and products. — Steve Jobs

Cook, who never remotely threatened to offer either of the former attributes, is now obviously having difficulty delivering the latter.

The question is how far up the food chain does this mismanagement problem go? Is this fish rotting from the head down? Or is there a layer of incompetent upper management or an integral structural problem coming to light as Apple grows like a weed with post-Steve employees that’s gumming up the works?

Under Tim Cook, Apple has endured:

• John Browett
• Apple Maps launch debacle (tarring Maps with a bad rep to this day)
• No iMacs for Christmas 2012
• Massive undersupply of Apple Watch at launch, basically killing all momentum
• Massive undersupply of Apple Pencils and Smart Keyboards on hand for the iPad Pro launch
• No updated Mac Pro for three years
• No updated Apple TV for Christmas 2016 (A 4K-capable Apple TV would have been so easy, it’s inexplicable and unforgivable not to have this on the market right now)
• No Apple skinny bundle(s) for Apple TV while other companies ink deals and announce launches – these customers will be tough for Apple to get back once lost, if they ever get the deals signed. (Perhaps, Tim, you need to hire better negotiator(s) who can get the ink? Or make an acquisition that reshapes the industry, causing them to line up to work with you?)
• No compatible Remote app for Apple TV at launch
• No Apple Music capability in Siri on Apple TV at launch
• Apple TV remote looks to have been “designed” by Steve Ballmer himself (If Steve wasn’t already dead, the Apple TV Remote would have killed him; he would’ve had an aneurysm the second the mockup was handed to him)*
• Flagship iPhone launches without its flagship feature (Portrait mode) and is currently still only in “beta” (seriously?)
• No new iPads for Christmas 2016 (Even simply “refreshed” with current A-series processors would have created significantly more sales)
• No updated iMacs for Christmas 2016
• No updated Mac mini for 2+ years
• No AirPods in any meaningful supply for Christmas 2016

Unfortunately, that’s just a partial list of painfully obvious mistakes.

When you’re walking the halls, Tim, look at the walls once in a while. Hopefully, you’ll see these:

Innovation has nothing to do with how many R&D dollars you have… It’s not about money. It’s about the people you have, how you’re led, and how much you get it. — Steve Jobs

Real artists ship. — Steve Jobs

In closing:

“This is absolutely shameful for a company claiming to be a leader in technology.”

We couldn’t agree more.

iPad Unit SalesExactly how rich and big does Apple have to be before the company runs like it has more than five guys working 18-hour days trying to do everything? The world’s most valuable company is incapable of updating the Mac Pro for two and a half fscking years? Seriously? “Mismanagement” is not too strong a word to apply to the ongoing Mac Pro fiasco.

Just like every other human, there are things Tim Cook does very well and there are other things about which he seems painfully inept.

Hint: Make new Macs and update them with regularity while advertising them strongly. Obviously, as you might have noted by perusing iPad unit sales reports, not everyone has fallen for your “iPad is the next PC” meme, yet, Tim.

We only say that as those who were already Mac users for over 13 years at the point Cook was still over at Compaq trying to get his Windows PC to work.MacDailyNews, July 12, 2016

*With the Siri Remote, users can’t tell which end is up in a darkened room due to uniform rectangular shape. The remote is still too small, so it gets lost easily. All buttons are the same size and similarly smooth. Only the Siri button attempts to be different, but the slightness of its concavity is too subtle to matter; a raised dot on the button would have been much easier for users to feel. The tactile difference between the bottom of the remote vs. the upper Glass Touch surface is too subtle as well; this also leads to not being able to tell which end is up. A remote with a simple wedge shape (slightly thicker in depth at the bottom vs. the top), as opposed to a uniform slab, would have instantly communicated the proper orientation to the user.

SEE ALSO:
Apple’s not very good, really quite poor 2016 – December 19, 2016
Apple’s software has been anything but ‘magical’ lately – December 19, 2016
Lazy Apple. It’s not hard to imagine Steve Jobs asking, ‘What have you been doing for the last four years?’ – December 9, 2016
Apple may have finally gotten too big for its unusual corporate structure – November 28, 2016
Apple has no idea what they’re doing in the TV space, and it’s embarrassing – November 3, 2016
Apple’s disgracefully outdated, utterly mismanaged Mac lineup is killing sales – October 13, 2016
Apple takes its eye off the ball: Why users are complaining about Apple’s software – February 9, 2016
Open letter to Tim Cook: Apple needs to do better – January 5, 2015