Steve Jobs urged us to ‘Think different’ – does Apple still agree?

“Apple’s vision — led by Steve Jobs — would innovate the desktop computer and later the mobile market. Apple was one of the first to use a GUI (graphical user interface), the mouse and a CD-ROM drive,” Akiko Ashley writes for Architosh. “Seamless hardware and software integration made Macs reliable, consistent, tough workhorses. Graphics artists, musicians, scientists, architects, and many other visionaries loved their Macs.”

“When Steve Jobs passed away in 2011 the world lost a visionary leader. Apple’s roadmap for their hardware shifted development from desktop to mobile. Apple’s shift was first detected in the delay of the updated Mac Pro and eventual new Mac Pro design, in addition to dropped pro apps Shake, Aperture, and other Pro products,” Ashley writes. “Apple not only controls the hardware and OS’s (operating systems) but also has leading-edge content platforms in its ‘App Store’, ‘iTunes’, and now Apple Music. Despite all these wonderful technologies, they are primarily for consumers not Pros. The new Mac Pro met with mediocre applause. It sacrificed internal expandability for a smaller footprint. What was the intent of this design?”

“The new Mac Pro is being embraced by graphics professionals with low intensity demands. Architects, graphic artists, and musicians are adopting it in some measure, but not like they adopted the older G5-Intel era Mac Pro. 3D animation and VFX professionals, along with video game development need expandability with hardcore GPU power that the new Mac Pro simply doesn’t provide,” Ashley writes. “Apple should consider that the Mac Pro is one of the products that helped Apple capture the hearts and minds of many of its loyal customers in architecture, music, film and advertising graphic arts. Steve Jobs once told us to Think different. The Mac Pro is one of the products that allowed professionals to do just that.”

Read more in the full article here.

MacDailyNews Take: How does Ashley know professionals are not adopting the Mac Pro like they did the Power Mac G5 when Apple doesn’t break out Mac model sales figures? All we have are the following facts:

• The Power Mac G5 was discontinued on August 7, 2006. In Apple’s fiscal 2006 third quarter ended July 1, 2006, the company sold a total of 1.327 million Macs.

• The Intel-based Mac Pro (1st gen.) was discontinued on October 22, 2013. In Apple’s fiscal 2013 fourth quarter ended September 28, 2013, the company sold a total of 4.6 million Macs.

• The new Mac Pro (2nd gen.) debuted on on October 22, 2013 and continues on the market today. In Apple’s fiscal 2015 fourth quarter ended September 26, 2015, the company sold a total of 5.709 million Macs.

There’s really no way to know if the 2nd-gen. Mac Pro is outselling the 1st-gen. Mac Pro.

Regardless, the answer to the headline is: Yes.

Apple has grown rapidly over the past few years. They just need to get caught up. The spirit is still there, they just have to adjust to the rapid growth, stop rushing about, and focus a bit better on exactly what they’re releasing. Surely they hear the complaints of late. We know they hear the complaints. With expectations set at “Insanely Great, that’s a difficult bar to clear consistently, especially when the company is growing like wildfire. Don’t worry, Apple will get back to where we want them to be soon enough.

Get Campus 2 opened. Get everybody acclimated. Get the newbies up to speed. And then let’s go – the best is yet to come!

I believe Apple’s brightest and most innovative days are ahead of it. — Steve Jobs, August 24, 2011


  1. As Apple enters the ‘enterprise’ market more intensely, I would not be surprised if they reintroduce the MacPro ‘tower.’

    After all, Apple makes multiple MacBook models, so why not multiple “Mac Pro” models.

  2. ‘Think Different’ is something Android phones do. Rather than true innovation and doing things right, they just use PR to make things sound good, even if they use the wrong word.

    Rather than the boring ‘Think Different’ approach I would expect Apple to take the real challenge and “Think Differently”. That is the RIGHT way to do it. And the right way is what got Apple to where it is today.

  3. The new Apple IS thinking differently than the old Apple under Steve Jobs. They’re cranking out shiny gizmos for the masses and making mountains of cash. Having the biggest company or making the most money was never Steve Jobs’ objective. He was totally focused on making the best possible products—period. Today’s Apple may give lip service to the same ideal, but what they’re actually doing says otherwise.

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