Apple CEO Tim Cook: ‘We Have Great Desktops in Our Roadmap'

I just hope Apple remembers their professional core. It may not be a huge market, one that's easy to ignore compared with the iPhone juggernaut, but these are the influencers and tastemakers who will carry Apple one iPhone trend to the next. All great things come to an end, so it is the relationships with those who create what's next is what must endure.

My fear is that, of course, Apple knows this, but they've lost touch with how to serve this market. For example, thinking thinner and lighter over battery life in the new Pro(fessional) laptop line was a big miss. Not having as better plan and pricing for the dongle mess—again for those Professionals who have thousands and thousands of dollars of investment in equipment that gets plugged into this new laptop, was an embarrassing miss. I don't know one Pro who hasn't mocked the dongle mess hanging out of their displays and shiny new MBP.

I get the long term strategy of miniaturization and custom, low power chips. But they need to bring their market a long with them for the transition.
 
johngordon said:
So Apple need Steve Jobs to have the idea of refreshing their desktop Macs?
Click to expand...

Did you forget?

1: Jobs and Woz created Apple.
2: Steve left Apple.
3: Apple was within weeks of bankruptcy.
4: Steve returns, creates mind blowing and game changing products including a phone which all other phones are modeled after.
4a: Tim? Well his phones are thinner...

Yes we need Steve Jobs or another one just like him. The odds are against exciting new innovation at the moment.

When Steve returned he didn't just do a refresh and call it new and exciting. He came out with the iMac. The purple, blue, orange, green, paisley, etc., game changing computers.

Refreshes aren't cutting it anymore.

graphite-imac.jpg
 
melendezest said:
'cause I just AIN'T buying a soldered-down (real) computer. PERIOD.
Click to expand...

Why is why I'm still using a 2007 iMac and none of the wider family macs are getting replaced.

Still, when you entire exec team is less than five years from retirement, is it any wonder that the focus is on short term profit rather than the long term value of the company and its relationship to its customer?
 
Tork said:
I don't understand all the negativity against Apple when it's been very clearly documented that it's Intel that's taking forever to release suitable desktop Kaby Lake processors. The iMac already has a Skylake processor and there's literally nothing to release yet. Yes, Mac Pro and mini....quite obviously could've been upgraded in the meantime. But here's hoping for a desktop sweep when the Kaby Lakes arrive in the next few months.
Click to expand...
You already stated the reasons for 2 out of 3 products. And the iMac has severe heating issues, so that makes it 3 out of 3.
 
Bacillus said:
A while ago, in the Oval office:
Don: Tim, I want to talk to you about all the buzz you make about the environment, social responsibility, diversity issues that seem to drive your agenda.
Tim: Sure Don. These are the things that drive me.
Don: Guess so. But it gets overwhelming and beyond your responsibilities. It almost ruined my campaign. I could hardly draw attention during my speeches with all your buzz from Cupertino in the background.
Tim: Sorry Don. But we have our own agenda's and time-schedules in California. It is the most productive and energetive state in the...
Don: Please, spare me your platitudes. I'd appreciate if you restrict yourself to your own business and leave the bigger social and environmental picture to professionals like me.
Tim: But Hillary....
Don: There is no butt, Tim. And no Hillary anymore. There is just lots of shortcomings in your company that you fail to address. There is a lack of innovation, a single mindedness about iPlay-stuff whereas the CPU business, the source of everything you ever created, is left orphan. Effectively, you have become a Samsung refiler. You seem to have betrayed your company founder, Mr S. Jobs.
Tim: Well, we create more jobs. We are the biggest and most...
Don: Sure you do. But what did WE benefit from that in the US ?
You employ people in 546 other nations, where you seem merely interested in the best tax deals than those people. You say you care about welfare. WHAT welfare ? People aren't even allowed to have lunch at some places. If they earn enough to eat at all. You say it saves cost and benefits the planet if people stop to eat.
But what's in it for us - and when I say US, I mean THE US.
I am the president of a 1000 times more people than you will ever employ..
Tim: OK, but the guys from Intel haven't...
Don: Spare my your butt talk, Tim. Go to work, stop whining and make sure that you make the best CPU in the world. Within weeks, I mean.
Tim: OK, Don. Thanks for seeing me.

Tim, (a week later): Oh man, I had such a fruitful conversation with Don...
Click to expand...

Ivanka is more likely to have pointedly asked Tim about the state of Apple from a product perspective.

Don't cross Ivanka.
 
BWhaler said:
I just hope Apple remembers their professional core. It may not be a huge market, one that's easy to ignore compared with the iPhone juggernaut, but these are the influencers and tastemakers who will carry Apple one iPhone trend to the next. All great things come to an end, so it is the relationships with those who create what's next is what must endure.

My fear is that, of course, Apple knows this, but they've lost touch with how to serve this market. For example, thinking thinner and lighter over battery life in the new Pro(fessional) laptop line was a big miss. Not having as better plan and pricing for the dongle mess—again for those Professionals who have thousands and thousands of dollars of investment in equipment that gets plugged into this new laptop, was an embarrassing miss. I don't know one Pro who hasn't mocked the dongle mess hanging out of their displays and shiny new MBP.

I get the long term strategy of miniaturization and custom, low power chips. But they need to bring their market a long with them for the transition.
Click to expand...

Apple left the professional segment a while ago, its us fans that still hold onto hope that apple cares...."pro" is just a markerting term these days
 
djcerla said:
Ridiculous. Cook just reassured about one of our biggest fears, and people responds jumping to his throat.

You're just unbelievable.
Click to expand...

He did not say anything though. It's like every time they get on stage and say they have the greatest roadmap and products ever , that was years ago. It's just political Speech, give a positive answer without saying anything , in my opinion.
 
ppcebay said:
He has been saying the same mantra "exciting stuff in the pipeline" for 5 years now...and we are still to see anything exciting....

He can reassure all he wants with words, customers need products!
Click to expand...

That's your opinion, not a fact. People don't line up like yesterday for unexciting stuff.

This said, this is the first time Cook specifically referred to desktop Macs, and this means more desktop Macs are coming, contrary to the belief of the same guys that are complaining today. And that's just absurd.
 
Last edited:
bopajuice said:
Did you forget?

1: Jobs and Woz created Apple.
2: Steve left Apple.
3: Apple was within weeks of bankruptcy.
4: Steve returns, creates mind blowing and game changing products including a phone which all other phones are modeled after.
4a: Tim? Well his phones are thinner...

Yes we need Steve Jobs or another one just like him. The odds are against exciting new innovation at the moment.

When Steve returned he didn't just do a refresh and call it new and exciting. He came out with the iMac. The purple, blue, orange, green, paisley, etc., game changing computers.

Refreshes aren't cutting it anymore.

View attachment 679003
Click to expand...

Steve was a visionary and had passion for creating products, Tim has a passion for running a business and profits , hence we now just get refinements , which is fine , that's Tims strength . In all this we get to see what a one trick pony Ives is without jobs , he is no great designer .....just go extremely lucky that he worked with jobs.
 
Agreed - Apple has lost the plot with the new MBP. I still use my 2012 MBP and 2010 MP Desktop - those were the days!

To demonstrate the latest mad logic at Apple you only have to compare the ATV4 with Amazon's FireTV. Which one DOESN'T support 4K!! Hint: it's not the FireTV!
 
kis said:
I largely agree with you and I have a similarly spec'ed iMac as you do. But if you need to ask what the problem is, the answer is this:

https://www.microsoft.com/en-us/surface/devices/surface-studio/overview

Creative professionals (including photographers like ourselves) will start flocking to this once it's globally available in a month or two.
Click to expand...
I love the idea of the surface studio, but it appears MS botched the release with lame fusion drive. I dont mind the usb 3.0 ports and meh graphics--very workable in an alll-in-one. I am concerned MS released the Studio without a pen upgrade. Its unlikely that the surface 5 release in march will have a pen upgrade not found in the super premium surface studio. So MS has effectively locked in sp4 pen tech for another year and a half. Disappointing
 
djcerla said:
Ridiculous. Cook just reassured about one of our biggest fears, and people responds jumping to his throat.
Click to expand...
A lot of people are very underwhelmed and unhappy with the tbMBP's, but Apple would call them the most amazing notebooks on the planet if you asked them.

Guess what people suspect will be the next iteration of the iMac and MacPro?

Me, personally, I don't care about desktops any more. The most important device class for me is the notebook for power users - and Apple has ****ed those up royally. So, I am currently looking at options in the PC world.
 
melendezest said:
I don't know if it's been said already (long thread...), but it sounds like he's confirming the death of ALL Apple desktops except the iMac.
Click to expand...

Yup, don't be shocked when the next "computer" appliances from Apple AFTER iMac & iMac Pro are ARM based sans Intel.

Apple isn't the only camp going ARM.
Both MS and :apple: are pushing that way.
Win10 builds are running on ARM, and most "universal apps" run on a phone - imagine using BASH from a phone!
Apple switching desktops to a HW platform based on its mobile devices - bitcode to help push full programs to iOS.
 
Last edited:
djcerla said:
Ridiculous. Cook just reassured about one of our biggest fears, and people responds jumping to his throat.

You're just unbelievable.
Click to expand...
Cook reassured nothing. He's been giving people the same line of "Products in the pipeline" ever since he became CEO and he has consistently failed to deliver. He gives us mediocre & sub-par-spec'd laptops & even worse desktops. The Mac Pro refresh in 2013 was an abysmal failure with 2012 specs (if that) at 2014 prices. The iMac's were some of the best-in-class, if not tops-in-class and now are nowhere near such.

Cook can say whatever bs he wants to but he certainly did nothing more than give the Apple faithful the same lines he's been giving for the last five years.
 
jrswizzle said:
There just seems to be such a disconnect from some here versus the vast majority of users around the globe. Consider that a MAJOR portion of Windows users/machines are ages old machines on Windows 7 because corporations move at a snail's pace when it comes to upgrades. Yet somehow Windows is the answer?
Click to expand...
There is a lot of old windows boxes kicking around in enterprise locations because alot of people just need to do lite Office work. Many people here are creative professionals who have demanding computational needs and have money to spend. Macs used to dominate creative shops but times have changed.
 
djcerla said:
That's your opinion, not a fact. People don't line up like yesterday for unexciting stuff.

This said, this is the first time Cook specifically referred to desktop Macs, and this means more desktop Macs are coming, contrary to the belief of the same guys that are complaining today. And that's just absurd.
Click to expand...

http://www.theverge.com/2012/3/19/2884122/tim-cook-apple-products-2012

https://forums.macrumors.com/thread...-pipeline-chock-full-apple-tv-growth.1530759/

From one of his lieutenants Eddy Cue: https://forums.macrumors.com/thread...rs-coming-later-this-year-from-apple.1738909/

Shall I go on?
 
You must log in or register to reply here.
Register on MacRumors! This sidebar will go away, and you'll see fewer ads.
Back
Top