“Workstation specialist BOXX has launched an all-out assault on Apple’s new and yet unshipped iMac Pro, set to be released this December,” Architosh reports.
“Complete with an attractive marketing website redo, featuring video footage of Steve Jobs at different points in his career, BOXX deliberately lays out a critical take on the recent history of Apple’s collapsed interest in its historic user base—creative pros,” Architosh reports. “This is, without a doubt, the most direct and confrontation assault on Apple’s Mac loyalists, those who stuck with and defended the company through its darkest days in the late 90’s.”
“BOXX spends considerable web real estate devoted to telling the story of Apple’s evolution from a computer maker focused on pro markets to a hugely successful consumer-focused devices maker. It asks: ‘But what happened to innovation for creative pros like you?'” Architosh reports. “BOXX makes a compelling argument in a side-by-side comparison of the new and yet unshipping iMac Pro and some of its latest BOXX workstation hardware (APEXX 4)… At this point, Apple doesn’t have a true worthy response to such a competitor attack. BOXX workstations are truly modular machines—not all-in-ones.”
Read more in the full article here.
MacDailyNews Take: Apple deserves every attack it receives on this front.
Apple lost their focus and, for such neon-lit incompetence, there is a price to be paid.
SEE ALSO:
Apple squelches Mac commitment critics with new ‘beast’ workstation – June 7, 2017
Apple’s iMac Pro is an odd beast: Meet the ultra high-end workstation all-in-one – June 7, 2017
What does the iMac Pro tell us about the forthcoming all-new Mac Pro? – June 6, 2017
Apple’s all new iMac Pro, the most powerful Mac ever, starts at $4,999; arrives this December – June 5, 2017
What pros want from Apple’s new modular Mac Pro and display – May 11, 2017
Apple’s Mac Pro debacle: Failure and future – May 8, 2017
Grasping for straws about Apple’s next-gen Mac Pro – April 28, 2017
Apple may be converting Mac Pro from a dead-end vanity project to a serious powerhouse – April 28, 2017
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
Attention, Tim Cook! Apple isn’t firing on all cylinders and you need to fix it – January 4, 2017
While I agree about Apple’s shift in focus it’s still not really a valid comparison between a workstation and an all in one which is basically the computer version of a hot hatchback, which you would never compare to a performance car.
Basically by the time you add the cost of a similar quality display there’s not much difference in price and 4 years later the Boxx machine is only 40% faster than a 2013 Mac Pro.
I think they’re just taking advantage of a marketing window until the next gen Mac Pro gets released and there’s no way it will only be 40% faster than its predecessor.
They seem to be intent on comparing to a machine Apple has never really been interested in building and for good reason. The clientele is somewhat different but then as I say elsewhere this is about publicity more than reality. Their market is much more in the PC workstation sector than where Apples creative strengths lay. Just a shame as you say Apple has been neglecting that smallish part of its creative users who might need such a box for heavy duty work. Let’s hope the Mac Pro seriously covers that small overlap because in the end perception is an important factor beyond the actual sales.
But the hatchback is priced like a performance car…
But I also think you’re right about the marketing window on the other hand.
Apple has historically dropped technologies and processes it deemed irrelevant and outdated. The optical drive and headphone port are prime examples. The day Tim Cook took the helm at Apple, the die-hard Mac user was added to that list. Mac updates have become little more than after thoughts, and only occur when sufficient “bad press” forces it to do so. Those users that refused to abandon Apple during its darkest hours, are now being abandon by Apple. I don’t see any improvement in the situation as long as Mr. Cook reigns supreme.
A lot of truth in that, I guess the next 6 months will determine the truth of your final sentence mind, I still have hope that they may have got the message. As much as Cook can get it anyway.
Well, Mr. Cook has promised that there is a new Mac Pro coming. I’d sure like to know when. One thing I know is this: if Apple decides to produce a purpose built pro workstation that isn’t an “Innovate My Ass” statement of progressive industrial design and manufacturing technics, they certainly have the chops to do it. Some OS revs will be needed as well.
To be fair, I think there was a lack of concentration on higher end users when Jobs was around. It’s hardly a new thing. Take the Mac mini, I use three in my office, we essentially do word processing, email, and web browsing, none of this is particularly taxing but I’m coming to the point where I’ll be looking to upgrade our machines but there’s no point since they’re not updated. The people buying these machines aren’t looking for massive innovation, all the bells and whistles, we just want a decent machine that runs MacOS. MacOS is the important thing, the hardware to an extent is unimportant, but I’m not going to pay good money for hardware that is already out of date. They don’t need to devote massive design resources to it, the current form factor is absolutely fine. The same can be said for Mac Pros. Obviously with them people want cutting edge hardware, but again the form factor is of less importance. The old big box design would be fine for most people. What people want is a powerful machine that runs MacOS.
It’s easy money in many ways.
Had never heard of them, just been to their website which is a mess of architectural proportions, gave up trying to find out anything very meaningful about their products but it does tell me a lot about their confused thinking. They don’t seem to have a great deal of overlap in all honesty with most of Apples pro customers and build overtly power machines without even the barest consideration for beauty or classy industrial design so wouldn’t interest me remotely for I feel you need to work with beauty to create it. Great for the heavy duty mob but of not the remotest interest to most designers who spend their days being visually creative as the bulk of Apples creative customers see themselves. A big difference that they clearly do not even get but then there is a reason for that. Probably best if they compared like with like methinks than attack so as to simply gain promotional exposure for their obscure specialist company.
I find it really silly that they would use Steve Jobs to try and sell you the Windows experience. I don’t car how much faster their system is. I work on a Mac because of the experience I get from working on a Mac. I’ve had to use Windows boxes in the past, and I can say the experience is less than thrilling. That said, I can say I use my iPad Pro with Pencil more and more everyday in a professional capacity. Some day I won’t need a truck at all. So the idea that Apple is ignoring their Pro Users is a bunch of hogwash.
BOXX devices do not run MacOS. If that is important to you, then BOXX is not.
That said, I am hoping that Apple will adopt the general BOXX approach in terms of scalability of CPUs and GPUs for the Mac Pro (but with much better design, of course).
But these machines still run windows… no sale. I don’t care what hardware they’re throwing in there, it doesn’t run macOS, and therefore no final cut, no final cut? No use to me. And then you have all those wasted clock cycles on security software, No thanks. If I need windows I’ll use parallels for the odd app.
I thought the Boxx use of FCPX as evidence of Apple deserting the Mac professional user was a bit disingenuous. We all know the history, so no need to rehash the transition woes, but the FCPX story certainly didn’t end with its introduction, and today’s product is a far cry from that first version.
Plus, I don’t “mind” Windows when I occasionally need to use it, but I don’t want to live there every day.
But, FCPX was a direct shot over the bow of the Pro users of the day. They were used to companies like Apple catering to their whims and Apple clearly went their own way.
So, the stories of those Pro’s having an outsized impact on Apple’s product lines did end then. Many of them, removed from their position of importance, never looked back. There’s a good chance Apple may NEVER win their business back. Fortunately, there are a lot of Pro’s in the making cutting their teeth with FCPX.
There is no denying that the original FCPX was anemic, and a shock to FCP users. Apple took a calculated risk in changing the architecture and pulling the plug FCP. They obviously thought the new structure was critical for continued development of the platform, and mistakingly thought FCP users would see the direction of FCPX and embrace it. That said, FCPX appears to be reclaiming some old, and gaining some new, adherents.
As recently reported, “Apple’s Final Cut Pro X, Swift among the top 20 fastest growing, in demand skills.” There are no other video editing software applications on this particular list. That’s why I made the assertion that Boxx’s current campaign is a bit disingenuous—it’s calling out of FCPX is slightly anachronous.
https://www.upwork.com/press/2017/11/02/q3-2017-skills-index/
“mistakingly thought FCP users would see the direction of FCPX and embrace it.”
I think Apple at the time… well, Steve specifically, didn’t care if FCP users embraced it or not. Apple under Steve wanted to go in a new direction and the users would either like it or lump it. It gave us the underlying, architecture we have today, and I have to say I appreciate what I’m able to do with it.
Stop pretending the Mac is unbeatable. I realize this is a fan site but the proud declarations of ignorance is over the top. Some of you people are so religiously tied to what you know that you would never do a serious objective comparison of anybody else’s products. The blind religion is obvious.
Hurray for you if you can accept second class hardware and software at premium prices in order to remain Mac loyal. Some of us former Mac diehards have lost patience and enough business that we have no choice but to move on. Cook and Jony and the arrogant marketeers in Cupertino have killed the superior value that the Mac used to offer.
Also: an iMac will never be an acceptable form factor for many uses. Seriously, stop smoking whatever Cook is passing around people.
Many uses… yes. An a casaba melon will never be an acceptable form factor for many uses either. However, for general purpose eating… which is what most people do, it’s fine. And for general purpose computing which is what MOST people do, an iMac is fine.
So you yank out the worn “it is good enough for most people” defense of Apple’s mismanagement of the Mac. You completely missed his/her point. As far as i am concerned, the current crop of losers managing the Mac are disrespecting everyone who depended on them in the past.
Compared to the PC for almost any use, Macs are now way overpriced for the utility they offer. Across the board, no matter what you do except perhaps measuring the thickness of your computer, you can get as good or better value with a high quality PC. More than enough power and software to make up for Windows shortcomings. While Apple coasted, the competition caught up. Don’t even start arguing that a gimmick bar makes a MBP superior or that the archaic Mini or Mac Pro are appropriately priced.
As narrow as Apple’s hardware range is now, the bigger value deficit is 3rd party software. It doesn’t take too much effort to realize that the Mac software library is a graveyard compared to what Windows developers continues to offer. Apple is doing absolutely nothing to stop the bleeding. Former Aperture and IWork user here. Not anymore.
Does Apple not have enough cash to support its second most profitable OS?
Excellent post and all you say is indeed, REAL, unfortunately.
Allow me to expand on your point that you can NOW BUY a PCPro for half the price of Apple, twice as fast and built in years of UPGRADE ability.
In an unprecedented twist of irony, imagine if PCPro computers could run MacOS on Parallels or VMWare?
Not sure how a Hackintosh works, so possibly in some form this is already happening.
I believe the proverbial “jig is up” on Apple disrespecting their CORE power users that stuck with them from the early formative days, to the dark days (late 1990s), to the present dry spell days beginning in 2013.
2018 is the pivotal year for this power user, Apple customer since my Lisa, whether my power computing needs continues on Apple equipment, or NOT … 🍎🤔
Re Sarah:
Macs are vastly overpriced. One can buy an H-P X2 Workstation with a Quad Core Xeon Class CLP and NVIDIA desecrate GPU for less than Apple charges for an outdated Mac mini with a dual core CPU and Vampire video.
That H-P unit can also be opened without tools and have memory added, wireless card added, HDs replaced, etc by the end user. Apple has gotten way past greedy- the markup on the iPhone X is over 100%, as it costs less than $400 to make. Thank Ms Burberry for that- those are the markups you see unclothing stores for “designer” products made in sweatshops with Child Labor in the third world.
You forget – expansion options aside, both you and this comparison fail to recognize Apple’s built in 5k display. The lowest cost of a 27” 5K is about 1300.00 which doesn’t even match the quality of the display that Apple offers. You can’t ignore this when you claim the Apple is overpriced. It is not overpriced. Nobody else offers the same level of quality components at this price point. The machine may not fit your particular needs for what you want and do but your argument is rather hollow. And the OS is also a big factor in people’s buying decisions.
If I had your permission (and my wife’s) I would kiss you right now!
In my experience, certainly Sarah’s best post to date … 👍🏻
Re – Wrong Again
Pro hardware- by definition- is not a general use item.
The new Black iMac will be ProSumer at best. The Production market does not want a glued shut box that cannot be upgraded and nobody wants a spaghetti bowl of cables and wall warts for external stuff.
Excuse me but you seem to be the ignorant here, and you are also late with your “eyeopening” comment. No, you were not reading MDN and other Mac forums a few months back. Pro Mac user revelation everywhere, and you still say Pro users buy and defend everything Apple produces. Some Mac consumers, that is another story. Please show some real interest in real events and don’t react like an automat pretending there is only one kind of Apple user.
“Pro users buy and defend everything Apple produces.”
Are you kidding me!?! It is the pro Apple users that have been screaming the LOUDEST for years …
It took a while…
Especially on the non-upgradability front.
Does BOXX ship with macOS? Otherwise, their point is moot!
No, it ships with an OS that is supported by most SW developers. The combined effort up of FCPX and the Trashcan has destroyed any credibility Apple built up in many Pro markets.
Arguably, Apple should sell Mac OS for use on “Pro Boxes.”
Apple would probably make more money than selling trash cans!
To date, my “Pro work” with SolidWorks must run on Windows, though it can run in Boot Camp.
Fixability, upgradability are things I need. When something goes wrong, I need to be able to switch out components in a hurry. Forget the idea of calling a company, waiting online and sending the whole damn unit back for repair. I want to be up and running in a few hours or a day.
Looks like great machines but unfortunately “only” run Windows…
This is kind of a good news for Apple and also not such a good sign from BoXX. Why a dedicated high end workstation company cares about the thin iMac Pro that is not even released yet?
They may had been hearing something on this marked segment or they may had not worried enough to create such a detailed campaign. But in the end this opportunity is for Apple to prove something, and I hope the iMac Pro to be a good sign of the upcoming Mac Pro.
Hey, they see an opportunity and want to increase some business. Nothing wrong with that. They wouldn’t be doing this if Apple hadn’t created the vacuum around the Mac Pro. Apple says they have a new Mac Pro coming. Fine. Open the kimono a bit and give us the most general view at what we may expect, and how long we have to wait. If it’s the Trashcan 2 with updated components, I may have to give the likes of Boxx another look.
Apples stubborn and one track minded blanket approach to secrecy and opaqueness can be so idiosyncratic and ignorant…..which does more damage than good.
Why is this company running a smear campaign on an unreleased Apple product? Do they feel that threatened by some new and untested Apple product? If BOXX believes their own product line is so much better, why are they even concerned about what Apple does? I’m not certain where the iMac Pro stands at this point but it would likely be a good computer for editing videos so a user probably doesn’t need a high-end modular workstation for that purpose. I definitely have my eye on an iMac Pro but I need to see some reviews before I’d run out and buy one.
Umm.. isnt Boxx a bit late with their attack…! … (nevertheless they need to somehow create publicity)
Apple, last summer at a news conference, acknowledged dropping the ball and ressured us they are back in the game with good things to come.
1st of which is the new beast iMac Pro.
Then Later Apple displays.
And a completely redesigned new modular Mac Pro.
That tells me they listened.. they felt it and they are reacting to it..
So lets be a bit more patient and see what unfolds..
iMac in whatever configuration will never match the form, function, scalability, upgradability, and versatility of a well designed Mac Pro. And, no, the trash can Mac doesn’t qualify.
I bought my hexacore Mac Pro (2013) eyes wide open. It replaced my Mac Mini in both purpose and expectation!
You know what happens in my mind when I hear PC box assemblers whine about specs and prices? I think, “Windows”, “horrible, ugly mess”, “user-hostile UI” and “tech support nightmare”. Then I figure out a way to afford a Mac. I had to work for a month on Windows 10 recently, and it just cemented all my ancient prejudices against Microsloth. It was counter-intuitive, opaque, and UGLY. I’m actually planning to buy a 2013 Mac Pro soon. Yeah, it’s behind the curve. But, ya know what? It does what this professional photographer needs it to do, and it runs macOS. End. Of. Story.
Easy response from Apple for the iMac Pro & Future ModMacPro to BOXX:
“Think PROgressive & step out of the box.”
One more thing…Modular Mac Pro. ModMacX. BOOM!
Modular Mac will be $10k
Still got one foot waiting on a new 2018 Mac Pro and the other foot resting on a PC Workstation depending if I like the direction of this new Mac Pro. I still think Apple could well mess this one up too. If so my heavy lifting will be done on PC’s and other stuff on Macs.
If you are stupid enough to pay $1000 for a cell phone that costs less than $400 to make, buying a $5,000 iMac (Not Pro) combination PC/Toaster oven should be right up your alley.
Boxx is absolutely correct in what they say. But, making a switch would require going to windows. No thanks.
Apple has neglected the loyal mac user forever, while releasing machines loyal users really don’t want.
Remember the days when Apple had a simple tower for the masses? And those towers were the biggest baddest consumer towers you could buy and at a very affordable Yup, those were the Mac Pros of the day.
I don’t want an all in one, where I’m forced to very limited 2 year old specs(really still putting i5 processors in Macs) pushed on us by Apple. Apple want’s to appease the new comer who are complete idiots when it comes to computers and just want to the millennial trend of iPhone and MacBook.
In Apple’s laziness they took an iMac shell, cobbled together some mid grade specs and call it a Mac Pro. Does a pro really want an all in one computer? Of course not. A pro wants something they can add drives to, change out video cards or upgrade the processor in a couple of years, all without having to do major surgery just to open the computer.
Apple needs a Mac mini pro, that is easy to open, upgrade and I get to choose the monitor I WANT.
It’s time to fire Tim Cooke and Jonny is really stuck on innovating anything. Time for some new blood.
First off: with a Mac mini you ALWAYS had the choice of display and secondly there is no Tim Cooke iat Apple worth discussing in this forum! Don’t imposter as a macuser or somebody who’s caring for the future of Apple or the mac. Learn to spell peoples names you lazy worthless POS!