I keep hearing the same tired tropes from people who are believing the Apple marketing hype on the new Mac Pro and want to make some points here that are absolutely clear. First of all, Apple is clearly on a marketing blitz to present the new Mac Pro as some super computer. The black polished case, the "FirePro" graphics, and Phil Shiller rattled off the high end specs in a way that Jobs would not have done. Why is Apple making the case the new Mac Pro is a computing monster? Obviously because of the new, non upgradable diminutive size. They have to convince everybody this is not just as powerful as the old Mac Pro, but more so. Secondarily, the knew the specs on the new Xeons was not a big improvement from previous gen (the power comes from multiple GPUs) so there too they have to convince us since single proc is the only option. So, the myths ... The machine is using FirePro cards. This is pure marketing hype, the machine isn't using any cards at all. It's using AMD consumer chips on a custom board, just as the FirePro graphics cards do. All that makes a FirePro a FirePro is the driver, and Apple has all it's own drivers. All Apple is buying from AMD is consumer chips and maybe some support silicon. The machine is using expensive parts. Other than the Xeon chip the machine is using cheap parts. Cheap AMD consumer graphics chips, cheap SSD assembly which they use in Macbook Air consumer computers, fewer parts overall as they've ditched everything possible. It has to be more expensive. This small cylinder is cheaper to manufacture due to a smaller BOM (Bill Of Materials), guaranteed. With a usual 10x markup the BOM has an enormous effect on final price. Apple doesn't care about pricing. This one is really stupid. Apple is a consumer device company now, do you really think they'll price this in the stratosphere, especially considering what was said above? If anything they want to bring the price down so as to sell on volume, which is how they operate on every other product line. Price drops are more likely than any price increase. Apple cares about the "pros". This one is a bit of a stretch, but I don't think Apple really cares about pros anymore. Again, it is pure marketing hype. From a physical standpoint I see a machine that is a step back from the old Mac Pro (less internally configurable) with a lot of marketing to convince us otherwise. Their behavior on the old Mac Pro (unbelievable waits between upgrades) and FCP demonstrates how much they care about the tiny professional market. Apple cares about consumers and this looks like a high end consumer (prosumer) computer. These are the facts. Anything further is speculation, but as I've written elsewhere I expect a machine that is priced at or below current prices due to all these factors.