Apple’s Mac Pro rethink is a good idea, but will it be good enough?

“Apple’s recent acknowledgment it is planning a design reset on its Mac Pro desktop was a much needed shot in the arm for longtime Apple loyalists,” Tom Mainelli writes for Tech.pinions. “Make no mistake, the company’s decision to go back to the drawing board on its professional desktop has less to do with the bottom line and more to do with pleasing its base, full stop.”

“That said, there is still real money to be made in the desktop market, especially at the high end,” Mainelli writes. “Moreover, there are some interesting personal computing developments happening in this space. Which leads me to wonder: Is Apple’s yet-to-be-revealed Mac Pro rethink going to be ambitious enough?”

“I’d argue there is at least one more reason Apple needs to focus its attention on the desktop,” Mainelli writes. “It’s an area where the company risks falling behind: Design Cachet.”

Read more in the full article here.

MacDailyNews Take: Whatever artwork Apple comes up with, as long as it’s properly extensible, professional Mac users will consider it a masterpiece.

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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
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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
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Apple may have finally gotten too big for its unusual corporate structure – November 28, 2016
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Apple’s disgracefully outdated, utterly mismanaged Mac lineup is killing sales – October 13, 2016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


  1. What Phil and the gang at Apple PR do not realize is Workstation users do not care about pretty, thin, or dream of a computer without connection ports. We want power, flexibility, expandability, reliability, quiet operation, internal storage and plenty of damn ports.

    I think Elvis has left the building in most of the Pro Creative market thanks to Apple’s inability to walk and chew gum at the same time despite having more money than gawd and over 100,000 on the payroll. What Apple lacks is vision and fire in the belly.

    Meanwhile over at Amazon:
    – “Jeff, what does Day 2 look like?”
    “Day 2 is stasis. Followed by irrelevance. Followed by excruciating, painful decline. Followed by death. And that is why it is always Day 1.”-
    There are many ways to center a business. You can be competitor focused, you can be product focused, you can be technology focused, you can be business model focused, and there are more. But in my view, obsessive customer focus is by far the most protective of Day 1 vitality…

    Why? There are many advantages to a customer-centric approach, but here’s the big one: customers are always beautifully, wonderfully dissatisfied, even when they report being happy and business is great. Even when they don’t yet know it, customers want something better, and your desire to delight customers will drive you to invent on their behalf…
    Good inventors and designers deeply understand their customer. They spend tremendous energy developing that intuition. They study and understand many anecdotes rather than only the averages you’ll find on surveys. They live with the design.”

    Jeff Bezos gets it, Elon Musk gets it, Steve Jobs got it. Tim Cook lacks it.

    The Trashcan is a nice design exercise, but is not a Workstation and should have never been marketed as a replacement for the Mac Pro tower. The people who want and/or need a workstation grade computer did not ask for a black cylinder and a roomful of wall warts and cables and breakout boxes. I have bitched about the Trashcan here since the day that damn thing was shown.

    Apparently nobody at Apple in charge gets it. Customers who have been abandoned for 4 years are not interested in waiting for someday and they are not going to trust their companies and reputation to a fickle bunch of clueless trend chasers who pulled the Final Cut Pro X fiasco- I know I did not appreciate them EOL a $2000 suite of software with not even an upgrade price, or dropping Aperture or trying to pawn off a styling exercise as a work tool.

    HP is selling a compact workstation with NVIDIA GPUs and Quad Core Xeon CPUs for less than Apple is selling some Mac mini configurations with dual core CPUs with Vampire Video for. They can be opened without tools and users can easily swap drives or memory. 3 year on site warranty. Lots of ports including USB 3 and USB C, 4 Display Ports.

    If Apple gave a shit about the pro market they would never have shipped the Trashcan as a Mac Pro and would have something to sell today. Apple could give HP or Dell or Lenovo the go ahead to build Mac Workstations and they could ship before WWDC. Tim, we do not care about the Apple logo or Jony’s styling. Artists ship.

    1. If only Apple truly heard words like yours and pros in general. It’s to their folly they are vastly overthinking what continues to work so well on the PC Windows/Linux workstation side. Pro need is the one area at Apple where certain things are a no-brainer and excessive style at the expense of function, convenience, ease of upgrading, etc. will NOT be tolerated any longer. I am still torn to “Just hang on, for what we’ve got” at Apple or ditch platforms now and reel in my losses and disappointment for yet another new Mac Pro paradigm that delivers to the pro market. I just don’t want a “Fooled me twice” scenario next year.

      They BETTER be talking to plenty of pros in the field on this thing.

    1. The devil is in the 2018 details my dear, and Apple has shown failure once already and when situational pro market awareness should have delivered this new box THIS year. It’s about confidence and trust in the supplier, and the Mac unfortunately has only one. Apple only really has one more chance at this and I hope they appreciate the gravity of the situation.

  2. The answer is….No.

    Whatever Apple does it will be second guessed and will generate whining from somebody who can’t do whatever highly esoteric hardware configuration they need or are just fantasizing about.

    One of Apple’s decades standing policies is to tune the hardware and software together, let Windows and Linux be the Wild West of hardware with the resulting software chaos.

    1. “One of Apple’s decades standing policies is to tune the hardware and software together, ” …..

      you seem to think that Apple always gets it right..

      so ah… why the heck did the come out two weeks ago to APOLOGiZE for so royally screwing up the Mac Pro design?

      They say they made the wrong design , the thermal system was misguided, they planned wrong for the the direction of how PCs were going (they went for dual combined GPUs vs SINGLE more powerful GPUs which is the trend so the GPUs can’t be upgraded beyond a point. PC GPUS are now 3 or more times faster for some tasks) , they admitted they were off the ball did not correctly anticipate and didn’t catch the errors quickly enough AND in spite of admitting their errors are NOW still having a lot of problems ramping up so it would take ANOTHER 1 year (or MORE) AFTER 3.5 they wasted since the Cylinder to possibly show something.

      if you don’t get what I’m saying, in short the Senior Vice Presidents of Apple are saying the opposite what you are implying . They said they got the design, the main trend of pro PCs and now the ramping up to new product ALL wrong. BTW they promised at the meeting to drop the Cylinder price AND the high end Cylinders are still marked “Unavailable” and these are the OLD machines !! (so much for delivering… )

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