Here’s the problem: Apple is ignoring the Mac

“Apple sold 4.03 million Macs in the March quarter, a 9% decline from the same period in 2015. It was the second consecutive quarterly contraction for the personal computer line,” Dennis Sellers writes for Apple World Today. “The problem, according to Ezra Gottheil, an analyst with Technology Business Research, is that Apple is ignoring its Mac line-up. He’s right.”

“Gottheil cited the line’s lack of innovation on both hardware and the OS X operating system—and confusing customers with overlap between models, particularly the 12-inch MacBook and the MacBook Air,” Sellers writes. “Of course, just updating the Mac product line would be welcome. Last week’s refresh of the MacBook and MacBook Air was merely incremental (I expect the Air line to disappear and the plain ol’ MacBook to be available in different sizes a la the MacBook Pro). The Mac Pro desktop hasn’t been updated since 2013. The Mac mini hasn’t been upgraded since 2014. And the Thunderbolt Display, which needs a 5K display, hasn’t been revved in four years!”

Read more in the full article here.

MacDailyNews Take: When you’ve sold yourself on the idea that the iPad is the future of personal computing by swallowing your own marketing hook, line, and sinker, and then fail to deliver on that promise for too long (skimping on RAM, offering underpowered multitasking, etc. – now, finally, largely corrected with iPad Pro), you neglect the horse that brung ya (Macintosh is his name) and shoot yourself in the foot (Q216 results, Mac sales unable to make up for the continued iPad sales decline, and Mac’s streak of outgrowing the PC market shattered).

Mirror, Tim Cook. Tim Cook, mirror.

A big picture revision and course correction would be well advised. Perhaps some new blood — not stuffed quite so complacently with RSUs, perhaps? — high up on the food chain, as well?

Here’s hoping Apple has big plans for Mac (software and hardware) at WWDC this June.

Hey, in the name of bridging the gap between traditional computers while we wait for tablets that can really displace them, how about a 12.9-inch device that’s an OS X-powered MacBook when docked with its keyboard base and an iOS-powered iPad Pro when undocked?

How many of those babies would Apple have sold last quarter, had they been available?

Illustration from Apple's hybrid Mac-iPad patent application
Illustration from Apple’s hybrid Mac-iPad patent application

Apple’s Mac sales tumble 12% in second-biggest downturn since ’07 – April 27, 2016
Apple reports earnings miss in Q216 – April 26, 2016
Apple’s languishing Macintosh: Is a massive re-invention near? – April 25, 2016
Hey Apple, how about shipping a new computer sometime? – April 15, 2016


  1. This is a very scary day for me. It feels like 2013 all over again. The rumors that the IPhone 7 will now be evolutionary to the 6S and the 2017 IPhone 8 will be the game changer. Shows that Apple might be resting on products too long like the Mac and the stocks gets hammered. Much like the IPhone 5S having a 4 inch display and Apple doesn’t have the right size till a year later. This earnings feels the same with all of the current Apple products. The fact that the IPhone 6S shoots 4K video and the new Apple TV does not support is insane. The beautiful Mac Pro which is now underpowered does not have an Apple branded 4K display makes no sense. And no ITunes studio for original content and ITunes Netflix competitor.

    1. “does not have an Apple branded 4K display makes no sense.”
      Makes total sense. Intel hasn’t shipped the chipset that would make it possible via Thunderbolt. If the tech doesn’t exist, Harry Potter isn’t going to aid them 🙂

    WAKE UP !!! ..act… Fast.. Quick… Dont forget your startup roots and MO.

    Read what JOSH said above… There is a lot of truth there.
    Kids have already strarted migrating over to the other side..
    You know why?
    Gaming , Customizatin and flexibilty.
    OPTIONS… ( i drool when i see one of those curved monitors )

    You cant just be arrogant and say.. Hey they dont know.
    We do know.

  3. Funny, who asked for Retina displays? I’m all for more pixels, but if I can’t see them, what’s the point? Looking for a 4K 42″ high quality display, with the same dot pitch as the old 30″ Apple Cinema Display.

  4. Maybe I’m nuts, but Apple needs to get back to the simple four quadrant model of computing models that Jobs envisioned.

    Consumer Desktop: iMac
    Consumer Laptop: MacBook or MacBook Air (keep one and kill the other)
    Pro Laptop: MacBook Pro (Lots of ports, big screen, big SSD and possibly HD)
    Pro Desktop: Dump the can and the mini and create a couple versions of a box that can be expanded. It can be a pretty box, but it must be expandable.

    Also, don’t do a MS and mess with the look of OS X. Just keep improving it.

    Finally, pay attention to your software, especially the pro stuff. Professionals are jumping to Windows because Apple is ignoring the market segment that hung with Apple through the dark days.

    It seems to simple and straight forward.

  5. Amazon is absolutely making Apple look like the worst investment ever on Wall Street. It’s obvious Jeff Bezos is smarter than every executive in charge of running Apple. Practically everyone is going to dump Apple to buy Amazon if they haven’t already. That’s really amazing.

  6. Maybe Cook needs to make a rocket like Bezos or Musk. Is that why people are freaking out? Perhaps Apple is thinking outside the solar system and the secret workshops are developing a teleportation device. Rockets are so last century.

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.