“‘This is an unusual thing, to get together like this,’ said Phil Schiller, Apple’s senior vice president of worldwide marketing,” Ulanoff reports. “Apple summoned a tiny collection of tech journalists to Cupertino for a rare roundtable chat with Schiller, Craig Federighi, Apple senior vice president of software engineering, and John Ternus, Apple vice president of hardware engineering, all of whom would, over the course of a nearly two-hour conversation, reveal key pieces of Apple’s Mac roadmap and offer some surprisingly candid reflections about what’s worked and what hasn’t in recent Mac Pro history.”
“‘We’re in the process of completely rethinking the Mac Pro,’ said Schiller,” Ulanoff reports. “‘The Mac Pro, the current vintage that we introduced, we wanted to do something bold and different. In retrospect, it didn’t well suit some of the people we wanted to reach,’ admitted Federighi.”
“‘We designed ourselves into a bit of a thermal corner,’ joked Federighi,” Ulanoff reports. “Apple spent almost four years in that corner, saying little about the Mac Pro or plans to address that market… ‘We did not come to terms that we needed to do more,’ said Federighi. And while none of them would pinpoint when Apple realized it wasn’t properly addressing the Pro market, Federighi said that the realization came ‘later than we liked.’ … ‘With the current generation Mac Pro, which some customers love, others may not, one of the things that’s certainly clear and true about that is the team tried to do something different, something bold and we always want to encourage the Mac team that whatever products you make, that make customers happy, that we do bold work. Because the Mac’s always been about that. It’s been about not being conventional thinking, not me-too-stuff,’ said Schiller.”
Read more in the full article here.
MacDailyNews Take: A potential answer to our headline:
Apple’s Mac Pro. Form over function.
Schiller’s statement to reporters is telling – that a new Mac Pro “will take longer than this year to do” – in that it suggests that only recently have Apple woken up and seen what’s been blatantly, screamingly obvious for years now. This suggests a myopia that should trouble Apple product users, Apple investors, and Mac users in particular. Let’s hope that Apple’s eyes have been fully opened by this fiasco.
Is anyone at Apple, including Tim Cook, really able to say “No” to Jony Ive (at least before hitting the rock bottom of the rabbit hole)?
Power tends to corrupt and absolute power corrupts absolutely. – Lord Acton
What we have now for a “Mac Pro” strikes us as a Jony Ive whim – a Jony Ive without a Steve Jobs around to say “Hell no!” – and should have been (and could continue to be) the “Mac Edition” while the previous Mac Pro (which we at MacDailyNews have always loved and considered genius design) should have been iterated upon as the main Mac Pro for, you know, Mac-using professionals.
Apple sorry for what happened with the Mac Pro over the last 3+ years – namely, nothing – April 4, 2017
Apple to unveil ‘iMac Pro’ later this year; rethought, modular Mac Pro and Apple pro displays in the pipeline – April 4, 2017
Apple’s apparent antipathy towards the Mac prompts calls for macOS licensing – March 27, 2017
Why Apple’s new Mac Pro might never arrive – March 10, 2017
Dare we hold out hope for the Mac Pro? – March 1, 2017
Apple CEO Cook pledges support to pro users, says ‘we don’t like politics’ at Apple’s annual shareholders meeting – February 28, 2017
Yes, I just bought a ‘new’ Mac Pro (released on December 19, 2013 and never updated) – January 4, 2017
Attention, Tim Cook! Apple isn’t firing on all cylinders and you need to fix it – January 4, 2017
No, Apple, do not simplify, get better – December 23, 2016
Rare video shows Steve Jobs warning Apple to focus less on profits and more on great products – December 23, 2016
Marco Arment: Apple’s Mac Pro is ‘very likely dead’ – December 20, 2016
How Tim Cook’s Apple alienated Mac loyalists – December 20, 2016
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
Rush Limbaugh: Is Apple losing their edge? – December 9, 2016
AirPods: MIA for the holidays; delayed product damages Apple’s credibility, stokes customer frustration – 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