Why Apple’s new Mac Pro might never arrive

“Pros have been dissatisfied with Apple of late, and it’s not hard to see why,” Dan Moren writes for Macworld. “The so-long-in-the-tooth-it-qualifies-as-a-fang Mac Pro hasn’t been updated in more than three years, but still commands a hefty price tag. And last fall’s new MacBook Pro added the splashy new Touch Bar while seeming to skimp on practicalities like RAM and processor power.”

“But all may not be lost!” Moren writes. “During the recent Apple shareholder meeting, CEO Tim Cook had this cryptic answer to a question about the pro market: ‘“Don’t think something we’ve done or something that we’re doing that isn’t visible yet is a signal that our priorities are elsewhere.’ (Or, if I may paraphrase: ‘Absence of evidence is not evidence of absence.’)”

“In case that wasn’t clear, he also answered more directly, saying, ‘You will see us do more in the pro area. The pro area is very important to us. The creative area is very important to us in particular,'” Moren writes. “But that doesn’t mean Apple is necessarily about to drop a new Mac Pro. Cook’s definition of ‘pro’ is open to interpretation.”

Read more in the full article here.

MacDailyNews Take: At this point, from what we’ve seen (or haven’t seen) out of Cook’s Apple, our interpretation of Cook’s definition of ‘pro’ is: iMac Pro and/or iPad Pro. (We’d love to be proven wrong with a real Mac Pro!)

Additionally, in virtual fit of tone deafness, Apple still refers to the over 3-year-old Mac Pro as the “new Mac Pro” on their website. Do your job at least, Phil. Not just jabbing a stick into, but stirring it around in the eye sockets of professional Mac users is the opposite of smart, effective marketing.

SEE ALSO:
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

49 Comments

  1. They could be waiting for Intel Thunderbolt 3 to become more available. Yes I know it’s here, in the MacBook Pro. However they seem to have a new Mac a year strategy for some time now. The MBP was the logical choice for it to come out first. It is the Mac they make the most money on. I can see why they have not done a hardware update until TB3. They will also need a new keyboard too. Of course I wish Apple would update Macs a lot more. Something like a book and desktop a year would be great. I have given up hope on a complete desktop update, that would be an orgasm.

  2. Apple is only interested in content CONSUMPTION, not content CREATION. And the newer iMacs are powerful enough to pay lip service to content creators…

    While I disagree with this, nevertheless, and regardless of what Tim Cook says, this has been Apple’s stance for several years, now, and I don’t see anything on the horizon that would change it.

    1. It is better to have the content creators run Windows or maybe Linux right? Then Apple doesn’t have to mess that that icky stuff any longer. They can concentrate on wristbands & watches, headphones and streaming music. They took ‘Computer’ out of the company name for a reason.

      I am trying to be funny, but there isn’t anything funny about the near abandonment of the Pro’s. PLEASE PLEASE Apple, make a Pro device worthy of the name!

  3. Apple has effectively abandoned the pro market. There is little they can say at this point to restore credibility. The current Mac Pro is pretty to look at, but is completely tone deaf regarding the needs of pro users. I’m hoping Apple has been using the last 3+ years rethinking what a pro machine is. Really, it should be hard. Many of us would beg Apple to bring back the cheese grater style Mac pro with PCI expansion slots, drive bays and ECC memory slots.

  4. I’m stuck on Mac. My workflow is around FCP X, and I have absolutely no desire to move to Premiere. Over the past four years (since moving to FCP X), I have tried premiere on several occasions and for my type of work, there is no way I can be even half as fast in Premiere as I can be in FCP X. In other words, I can produce twice as much video in FCP X in the same timeframe.

    Perhaps a hackintosh would work, If I can convince the management that it can be legal… although there is still no legal way to procure proper support for such a system.

  5. Tim Cook was speaking at the shareholder meeting in his official capacity as CEO. His words are open to interpretation but that is not a situation where he cannot make idle comments.

  6. Why even have the old Mac Pro on the website? Apple hasn’t had a Mac Pro in years. Who the hell would by that old equipment now and at that disgusting price. It’s sad that Apple just walked out on the pro market.

  7. I’ll try not to go over all the good points raised by the other commenters here about Apple’s Mac neglect but just add:

    1) at least Apple should drop the price of the Mac Pro so that users can take the savings and buy external GPU boxes. Thunderbolt 2 for the boxes isn’t ideal but at least it’s something (a 980T card would have something like 3+ times the performance of the highest end Cylinder D700)

    This will tide users over until the new MPs come up or if they don’t make new MPs allow users time to figure out an escape path for the future (like Mackintosh or…. urgggh.. Windows)

    2) Tim Cook always said his priority was making Apple into an ETHICAL company, that’s why he spends so much time on social activities and into reforming Apple.

    But is abandoning Pro users whom Apple enticed into the fold with marketing ethical? Apple over the years marketed hard to Pros from Photoshop shootouts to buying and putting out pro software like Aperture, FCP etc. Some Pro users have now invested tens of thousands into the Apple eco system — abandoning them (no updates, no drop in price, no news of future pipeline etc) leaves a bad taste in the mouth and blows TCs claims of being ‘honourable and ethical’ out of the water.

    A couple of years ago Tim Cook got into a fight with a shareholder who questioned the ROI (return on investment) on some of Cook’s social activities in the annual shareholder meeting. TC basically said “Apple does things for ethics and not always the bottom line. If the shareholder didn’t like that — Apple’s social commitments — he should sell all his shares and get out of Apple. ”

    so after pronouncements like THAT, why the abandoning of Pro users (4 years with no updates or news)?

    Are OUTSIDE minorities whom TC keeps worrying about more important than minority CUSTOMERS who have invested in DUE TO APPLE’S PROMISES AND MARKETING ? When PRODUCTS are concerned they only care about profits in marketshare etc and not keeping faith with their customers? Many Pro users LIVELIHOODS (to feed their staff, themselves , their families ) are dependent on their equipment…

    that’s why sometimes I question TC’s so called ‘social concerns’ — in spite of people flaming me for doing so– because i see so much hypocrisy). He’s seems to be only socially concerned when he gets pats on the backs from various social groups like AIDs charities, the Kennedy Foundation, for profit and customers he can be TOTALLY RUTHLESS.

    1. smart readers would realize my ‘ethics’ plea is actually a last ditch desperate attempt to make TC and Apple SVPs listen to Pro users needs. No plea seems to have worked after years of trying so I’m thinking the last attempt is to guilt them with ‘ethics’.

    1. Yes, but Steve probably wanted someone with steady hand to keep what he seeded and built, perhaps for 3 to 5 years. But I do not think he was expecting Cook to be forward looking to anything technological. Cook did admirable job but it’s time to hand over to a real Apple sort of guy, but if he nurtured someone…

  8. The current problem with Apple is that they’ve completely removed the geek or cutting-edge mentality in favour of family-values and accessibility. Apple these days is all about “good-enough” as opposed to amazing or unique – a result of leadership that is great at evaluating risks but doesn’t understand the importance of a flourishing power-user-culture.

    1. Bingo. You go to the head of the class.

      “Good enough” was when the iPod team gave Jobs a prototype to look at. “Amazing and unique” was what happened after they redesigned it to eliminate all of the unused space he demonstrated by sinking it in water. (Look up the story if you are unfamiliar)
      We need that mentality again. “Is isn’t done, until it is done right”. Currently we not have the “it isn’t done, but it is good-enough” mentality.

      “Good-enough” is for Microsoft. We need to be better than that.

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