Apple CEO Cook on Macintosh’s 35th anniversary: ‘We love the Mac’

Apple CEO Tim Cook today tweeted on the occasion of the 35th anniversary of the Macintosh, stating that Apple employees “love the Mac.”

Apple aired the famous “1984” television commercial teasing the Macintosh during the third quarter of Super Bowl XVIII on January 22, 1984. The voice-over intoned:

Today, we celebrate the first glorious anniversary of the Information Purification Directives. We have created, for the first time in all history, a garden of pure ideology. Where each worker may bloom secure from the pests of contradictory and confusing truths. Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth. We are one people, with one will, one resolve, one cause. Our enemies shall talk themselves to death and we will bury them with their own confusion. We shall prevail!

At that moment, the shocked masses saw the hammer fly through the screen. Then millions saw these words and heard them spoken aloud:

On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like “1984.”

TV Guide and many other publications have named Apple’s “1984” as the greatest commercial of all time.

Two days after “1984” aired, the Macintosh hit store shelves on January 24, 1984. At the time, Tim Cook was working for IBM’s personal computer business, Apple’s then-archrival.

On January 30, 1984, Steve Jobs introduced the Macintosh, followed by a panel including Steve Capps, Andy Hertzfeld, Randy Wigginton, Bill Atkinson, Bruce Horn, Burrell Smith, Owen Densmore, and Rony Sebok, at the Boston Computer Society General Meeting:

35 years ago, Macintosh said hello. It changed the way we think about computers and went on to change the world. We love the Mac, and today we’re proud that more people than ever are using it to follow their passions and create the future. — Apple CEO Tim Cook

MacDailyNews Take: If you really “love the Mac,” keep all of your Mac lines updated and state-of-the-art at all times or put them out of their misery if you deem them to be unimportant or low-selling lines. Selling a half-a-decade-old, dead-end design as your flagship Mac is a stain on Apple’s history and your legacy, Tim, that will never be forgotten. It’s why you can’t really claim that you “love the Mac” without getting some of this in return. Companies with far less than Apple’s resources do a far better job of keeping their product lines updated. There is no excuse for unfocused management with misplaced priorities. Actions speak louder than words.

You kind of want to manage it like you’re in the dairy business. If it gets past its freshness date, you have a problem. — Tim Cook, 2008

emoji: thinking, pondering

That said, long live Apple’s indomitable Macintosh!

A lower total cost of ownership, a much more pleasant experience (every hour of every day), quality industrial design, security, privacy, and the ability to run any operating system and skip effortlessly between them. Only Macintosh offers this.

We’d love to see Apple really advertise the Mac again and properly explain “Why Mac” to the world.

Get a Mac!

Apple CEO Tim Cook, one-time ‘operations genius,’ is a failure at operations – January 11, 2019
SAP: Apple’s Macintosh is key for any modern enterprise – February 4, 2016
IBM: Every Mac we buy is making and saving us money – October 28, 2015
Now we know why IT support hates Macs (hint: Windows PCs = job security) – October 19, 2015
IBM: Corporate Mac users need less IT support than those stuck on Windows – October 18, 2015
Just 5% of Mac users at IBM need help desk support vs. 40% of Windows PC sufferers – October 15, 2015


    1. “We love the Mac”

      “We created lightning to get more space inside the phone”

      “Removing ports takes courage”

      “Apple Maps is the greatest”

      “We slowed older phones because of the batteries”

      “Scott Forstall resigned”

      “The iPad can replace your computer”

      “USB-C is the future, right now”

      “I am an operations genius”

      “We never saw the China problem coming”


    2. Hmmmm, sounds a bit like the political situation we have today!
      “…Where each worker may bloom secure from the pests of contradictory and confusing truths. Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth. We are one people, with one will, one resolve, one cause. Our enemies shall talk themselves to death and we will bury them with their own confusion.”

    3. If he loved the Mac, he wouldn’t sell MacBooks with dodgy keyboards – where I have had to return my THIRD new MacBook Air because the space bar keeps on making two spaces.

  1. Gee Tim maybe your “love” (i.e. resentment) of the Mac might be reflected better in the care and feeding of new Macs without technical issues or over-designed gaffes to a tired public still waiting for you to wake up. You have no idea of what the sales of new Macs could be making up for other shortfalls of your attention-lavished other Apple devices if you did.

    1. “over-designed gaffes”


      Can’t think of a better description for the new Mac mini, the Touch Bar, the trashcan MacPro, the AppleTV remote, the hermetically sealed iMac Pro, and the cluster fudge known as Apple Music/iTunes Match/iCloud storage.

      Just give us an entry level desktop and an entry level laptop that doesn’t have vertigo/nosebleed-inducing RAM/HD upgrades, coupled with a lack of GPU upgrades. Beyond that, knock yourself out with the most i-overpriced RAM, SSDs, GPU-challenged, and impractical/insanity-generating enclosures you can imagine, and I won’t mind.

      An SD slot would be nice too.

    1. What worries me is that this pattern of Mac neglect becomes a self-fulfilling prophecy.

      Apple leadership: “Now that people have iPhones and iPads, people won’t need Macs.”

      After a decade of Mac neglect, “See, people aren’t buying Macs anymore, we don’t really need to lavish much attention on that part of our business model. It’s really not contributing much to the bottom line after all. We told you that people wouldn’t buy Macs anymore!”

        1. Apple has no plans to kill the Mac.

          They cannot, because if they did, then Microsoft would have a monopoly. So instead Pipeline is doing the least possible investment in the Mac so that Microsoft doesn’t take a 100% market share. In doing so, Apple has completely lost ability to sell Macs to dozens of industries that used to prefer them. Architecture, medical, engineering, sciences, graphic arts, business computing, education, retail, accounting, manufacturing…. almost entirely Windows now.

          Self fulfilling prophecy indeed. I’m surprised that Pipeline didn’t give the whole Mac division to Google for free to “save money”. Board Spy surely suggested it. Google would kill to have a reliable piece of software for once, and Timmy would finally be free to focus all his attention on disposable electronic wearables and fashion accessories.

          With no secure private user-customizable, PERSONAL Mac, there is no Apple. Nothing Apple makes, including the iPhone, is as strategically fundamental to the company as the Mac. Personal computing is what Apple always used to represent. User empowerment. Pipeline long ago forgot this, and he thinks appeasing greedsters on Wall St. by making everything a subscription and 100% tracked is the future that his customers will accept. Pipeline is WRONG.

          1. Well said!

            Particularly the acknowledgement that “dozens of industries” the Mac once RULED and OWNED have abandoned the platform for MANY reasons under the neglectful so called leadership of iPad Tim Cook.

            For him to pander political FALSE 🐂💩 as in “love the Mac” on a sacred anniversary is not only a INSULT TO EVERY MAC OWNER OWNER ALIVE, but also a totally FALSE statement when judging the tenure of Macs under Tim Cook.

            He should be ashamed for the false pandering. But I have learned decades ago it is to be expected lying liberals are NEVER shameful…

  2. MDN hit the nail on the head. I am waiting to buy, have been for 6 months. Was hoping to get one last year, but i waited for a late 2018 refresh, which never came.
    Actions do speak louder than words. Lately, i’m hearing a lot of words, and the majority are from disgruntled end users, who are sick of the Tim Cook era, ready for a positive change. Please, before he drives Apple into the ground. Already in a tailspin, based upon everyone’s feedback.

    1. Yep with you on that. Today I bit the bullet and purchased a 27” 3.8 Radeon 380 knowing full well that it is outperformed by the Macbook Pro and the Mac Mini.
      Got a lot of work coming in and needed it. Cheesed off that it is out of date hardware but I’m no different than all of the other good people who have been let down by Tim Cooks Apple.

    1. This comment by Jubei may be the most telling of all.

      There’s not a single image of a Mac on Apple’s home page for this 35th anniversary. Not a single image. Not even an image of the most recent Mac introductions with a marketing tag line of the sort of “On the Mac’s 35th anniversary the best is yet to come.”

      It’s almost as if Apple want people to stop asking about or even talking about the Mac.

  3. There’s a key phrase in Steve Jobs’ Mac introduction speech in the video above.

    Talking about the first Mac, Jobs says “We’ve been working on this for nearly two years”.

    Nearly two years. What have the last two years brought us in improvements to the Mac? Touch bar? Please. Get that thing away from me. In less than two years Apple kicked the DOS world right square in the ass and never looked back

    I’ve owned a Mac since 1989. In thirty years I’ve never considered buying anything else. And, even now, I won’t. But my “newest” Mac is a four year old MacBook Pro refurb. My last truly new Mac was a 2008 iMac. You remember those – you could upgrade them yourself. It got too old. No longer supported system updates, no USB3, limited RAM capacity.

    Build me something modular, upgradable, call it what you will. Don’t try to sell me a locked system that can only be upgraded by replacing it.

  4. Gee… Tim Cook and Apple in general loves the Mac? Then why have systems had as much as 5.1 years between updates (Mac Pro — and when you go back to the real Mac Pro, not the trash can, the lag in the update has been over 6.6 years). The Mac mini under Cook has had a lag as great as more than 4 years. The MacBook Air has had a lag of almost 2.25 years. The iMac as great as 1 2/3 years. The MacBook has had about the same lag.

    Even then with several of these models when they shipped they shipped with core elements (e.g., CPUs and GPUs) with as much as year old components.

    Any gap of more than 18 months is inexcusable. Any gap of more than two years is asinine unless Apple is going to kill that product, and in that case at two years Apple should just be up front and say they’re killing that product. Period!

    And, don’t get me started on the simple, indisputable fact that Mac OS X (now called macOS) stability has steadily gone downhill since Snow Leopard.

    Yea, Tim and company love the Mac. Tell me another completely fanciful story.

    If anyone’s partner loved them like that they’d better be concerned for their life expectancy.

  5. Apple is waiting for the Mac Pro to evolve and become sentient, then realize its out-of-date and update itself.

    It’s the only reasonable explanation for the the lack of attention by Apple.

  6. Cook truly is style over substance, his words rarely reflect realities and the trouble for him is that few are fooled by it anymore it’s a broken record which is as out of date as most of his thinking. Mind you if he really believes his own words rather than just overing his own lack of vision and downright incompetence, then the delusion is even scarier to contemplate.

Reader Feedback

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