To start with, though, Schiller wants to make sure we know how well Mac is doing as a component of Apple’s business. That’s the picture you’d get from the think pieces, anyway. The narrative is that Apple has not put the resources needed into making the Mac work for pros, has neglected updates and could even be working toward a future where there are no Macs, just iOS devices.
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The context, of course, is that Apple’s dedication to the Mac has taken a bit of a philosophical beating lately among its core professional customers. We’re here, after all, to talk about the Mac lineup.
To start off the conversation, Schiller begins with a discussion of the Mac’s growth. This is a place for doing, not talking, but seated there are the three people at Apple most responsible for the Mac’s hardware, software and marketing. Many of the machines have black drapes pulled over the windows, hiding the components being crafted inside. The low-slung conference table in the center of the second room we enter seems out of place. All flanking the 20th Anniversary Mac famously sketched out by Jony Ive before he was head of all things design at Apple. From the solid chunk of aluminum mocking up the slim 12” MacBook to a yellowing plastic rough of a Performa. The lobby features a display of Macs from many eras of Apple. It’s where Apple crafts prototypes of Mac desktops and laptops to test theories about their design and usability. This is Apple’s PRL - Product Realization Lab - for the Mac. People are moving into the splashy new spaceship-like headquarters just miles away as we’re ushered in. The low-slung structure sits in one of the many business parks now owned by Apple in the center of Cupertino.
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Over an hour and a half or so they dissect what went sideways with the Mac Pro, how Apple is addressing pro customers across its product line and yes, dish on future products. How it got to this point with the Mac Pro is worth exploring, and in an uncharacteristically (at least on the record) open and frank manner, Schiller, Senior Vice President of Software Engineering Craig Federighi and Vice President of Hardware Engineering John Ternus do just that.
And later this year we’ll see improved iMacs that Apple feels will appeal to a segment of Pro users, as well. Today, we’ll see a performance bump on the old design of Mac Pro, which will remain on sale for now.
In addition, they’ll be releasing a new external display - something it had previously opted out of.īut none of that is coming this year. The news, if you want it straight: Apple is acknowledging that the Mac Pro they introduced in 2013 has run aground on the cleverness of its own design, and they’re re-thinking the entire machine. The purpose of the discussion, while somewhat unclear initially, reveals itself a few minutes in. “If we’ve had a pause in upgrades and updates, we’re sorry for that - what happened with the Mac Pro - and we’re going to come out with something great to replace it.”Īpple Senior Vice President of Worldwide Marketing Phil Schiller is talking to a small group of reporters in a white stucco building near its headquarters in Cupertino.
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