Apple Apologizes for Mac Mistakes
April 17, 2017
As Apple products continue dominating the technological pop culture zeitgeist, issues still manage to present themselves in their products both new and old. Referencing specifically the Mac Pro, Apple Senior Vice President of Worldwide Marketing, Phil Schiller, had this to say. “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.”
Apple held an event unlike their traditional black curtain showcase events. That’s because Apple had no intention to reveal any new products or software. The event was a public update and apology for Mac Pro users who may feel ignored by the company.
“We want to be as transparent as we can, for our pro users, and help them as they make their buying decisions. They invest so much in the Mac, we want to support them, and we care deeply about them. So that’s why we’re here.” said Schiller.
As a whole, Mac consumers quantify approximately almost 100 million users, with 80 percent notebooks to 20 percent desktop computers, according to Schiller. He also acknowledges the Pro customer database is filled with a broad spectrum of those with business and artistic backgrounds.
“There’s music creators, there’s video editors, there’s graphic designers — a really great segment with the Mac. There’s scientists, engineers, architects, software programmers — increasingly growing, particularly our App development in the app store. So there are many many things and people called pros, Pro workflows, so we should be careful not to oversimplify and say ‘Pros want this’ or ‘don’t want that’ — it’s much more complex than that.“ It’s clear Apple has no interest in leaving the community out to dry. That doesn’t mean the community won’t need to adapt to change. Furthermore, Schiller announces Apple is in the process of “completely rethinking” the Mac Pro.
The current Mac Pro has not been given a software update in over 1,200 days with no news on updates on the Mac Mini, possibly signifying an even further negligence to the Pro’s smaller counterpart. The Pro will see an update in the near future, just not this year. iMac will reportedly see a complete refresh later in 2017.