“By now, you’ve probably heard the news: Apple is working on a new, redesigned Mac Pro,” David Gewirtz writes for ZDnet. “The importance of this news cannot be overstated.”

“Let’s not beat around the bush. The continued existence of the entire Mac ecosystem has been in question,” Gewirtz writes. “Yes, Apple has said it cares about the Mac, but its actions haven’t reflected that in ways that matter to the folks who need to make some tough decisions.”

“Apple has behaved, in its events and promotional activities, exactly like one would expect, showcasing the iPhone as the star and the Mac as … not so much,” Gewirtz writes. “The poster child of this problem has been the Mac Pro… After 39 months without an upgrade, the situation has become problematic for many professional users.”

“There’s the entire world of completely customizable, boiling hot desktop PCs out there,” Gewirtz writes. “No, it’s not a market the size of the iPhone. But for a pro who needs to transcode 4K video in realtime, or a scientist who would like to get calculations done this century, it’s been getting increasingly hard to remain loyal to the Mac platform.”

Much more in the full article here.

MacDailyNews Take: We’re not entirely sold, yet, that a “modular” Mac Pro replacement coming sometime in the nebulous “next year or later” fully assuages the concerns of many Mac-using professionals.

Satisfying the upper-end of Mac-using professionals is vastly more important that the revenue that can be generated from the market. These are the vocal opinion-makers. Trifle with them at your own risk.

As we wrote back in January, before this week’s news that Apple would be getting back into the Apple-branded display market after an utterly foolish dalliance with trying to sell Mac users on plastic, incorrectly-shielded, UltraUgly LG crap:

For the same reason – mindshare – Apple should make their own Apple displays, even to the point of taking a loss of each and every one, so that other companies’ logos on frankly ugly products that do not match Apple design sensibilities are not in users’ faces all day long. That’s not a difficult concept to grasp; even an inveterate beancounter might be able to get it.

SEE ALSO:
Apple’s cheese grater Mac Pro was flexible, expandable, and powerful – imagine that – April 6, 2017
More about Apple’s Mac Pro – April 6, 2017
Apple’s desperate Mac Pro damage control message hints at a confused, divided company – April 6, 2017
Who has taken over at Apple? – April 5, 2017
Apple’s embarrassing Mac Pro mea culpa – April 4, 2017
Who’s going to buy a Mac Pro now? – April 4, 2017
Mac Pro: Why did it take Apple so long to wake up? – April 4, 2017
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