“In 2008, the venerable cheese grater Mac Pro was designed for Apple customers who needed high end performance and expandability,” John Martellaro writes for The Mac Observer. “In 2013, Apple shifted gears and saw the Mac Pro as an iconic desktop system with great performance if one shared the company’s vision for both industrial design and OpenCL.”

“Now, it appears that Apple sees the Mac Pro as a platform that will support its future initiatives. Can Apple hold to that pattern? That abiding faith in high end computation and visualization?” Martellaro writes. “A new trademark filing suggests Apple now sees the light.”

“Apple has greatly expanded the associated terms in the Mac Pro trademark to include the key technologies of the future,” Martellaro writes. “Apple has shifted gears and now realizes that developers need more than a dual-core MacBook Pro and a single external display. The technologies that are emerging, autonomous systems, AIs, robots, gaming, simulations, navigation, 4K cinema, VR and AR all need massive computational and graphics power. If Apple doesn’t supply it, other companies are keen to seize the market.”

Read more in the full article here.

MacDailyNews Take: This 4+ year fiasco is a major blot on the record of Tim Cook, Jony Ive, Dan Riccio, Johny Srouji, Phil Schiller, and every other Apple C-suite executive involved.

Let’s hope Apple’s brass has now awoken from their years-long stupor — coffee table books, self-aggrandizing headquarters, Christmas trees (!)* and get back to doing some real work so that Mac-using professionals can, too.

*All of which add up to time that could have and obviously should have been spent building a Mac Pro that Mac professionals actually want.MacDailyNews, April 7, 2017

As per Apple displays, told ya so:

Apple ceding the display business damages the Apple brand. Apple does not lead in an essential personal computing component and other companies logos are destined to be in Mac users’ faces all day long. Not smart. Cook & Co. should reconsider their decision and make and sell Apple-branded displays. Direct profits aren’t the issue, ancillary profits are; smart executives like Cook should be able to recognize the power of perception. — MacDailyNews, January 5, 2017

Not making Apple-branded, Apple-designed displays is an example of Compaq thinking, Tim.MacDailyNews, February 17, 2017

SEE ALSO:
Apple updates ‘Mac Pro’ trademark to cover augmented reality displays, smartglasses and more – April 26, 2017
It’s not that hard for Apple to design a new Mac Pro – April 20, 2017
Why is Apple’s next-gen Mac Pro taking so long? – April 18, 2017
Apple’s Mac Pro rethink is a good idea, but will it be good enough? – April 14, 2017
Laggard, trailing Apple needs to catch up HP’s workstation designs – April 7, 2017
Why Apple’s promise of a new ‘modular’ Mac Pro matters so much – April 6, 2017
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

[Thanks to MacDailyNews Readers “Fred Mertz” and “Dan K.” for the heads up.]