Apple CEO Tim Cook: 'You Will See Us Do More in the Pro Area'

Discussion in ' News Discussion' started by MacRumors, Feb 28, 2017.

  1. MacRumors macrumors bot


    Apr 12, 2001

    During a Q&A session at today's shareholder meeting held at Apple's Cupertino campus, Apple CEO Tim Cook reassured investors that Apple is still very much focused on its professional customers and has plans to "do more" in the pro area.

    "You will see us do more in the pro area," Cook said. "The pro area is very important to us. The creative area is very important to us in particular."

    Cook's comments were directed towards the Mac, Apple Watch, services, and iPad, but may reassure those who are worried that Apple is abandoning its desktop Mac lineup, especially the Mac Pro. The Mac Pro has not been updated since December of 2013, going more than 1,100 days without a refresh.

    Other desktop Macs have also gone more than a year without an update. The iMac last saw a refresh in October of 2015, more than 500 days ago, while the Mac mini was last updated in October of 2014, over 860 days ago.

    "Don't think something we've done or something that we're doing that isn't visible yet is a signal that our priorities are elsewhere," Cook also told investors.

    There have been no hints that a Mac mini or Mac Pro refresh is on the horizon, but Apple is rumored to be planning to introduce new iMacs in 2017, perhaps as early as March. Future iMacs are expected to be updated with USB-C ports and AMD graphics chips.

    At the meeting, Cook was also questioned about a potential convergence between the Mac and iPad lines, in the form of a touchscreen Mac. While Cook said he didn't want to comment on future product plans, he again reiterated that he sees the iPad and the Mac as two separate product lines that serve different purposes.

    "Expect us to do more and more where people will view it as a laptop replacement, but not a Mac replacement - the Mac does so much more," he said. "To merge these worlds, you would lose the simplicity of one, and the power of the other."

    Much of the rest of the shareholder meeting consisted of voting on several proposals and reiterating information that was previously shared during Apple's January earnings call. While no shareholder proposals passed - including those calling for increased diversity and more transparency about donations - Apple reelected its board of directors, approved board compensation, and approved Ernst and Young as the company's accounting firm.

    Article Link: Apple CEO Tim Cook: 'You Will See Us Do More in the Pro Area'
  2. Appleaker macrumors 68020

    Jun 13, 2016
    He probably quietly muttered "iPad" before he said "Pro area"
  3. Dead0k macrumors regular

    Apr 23, 2015
  4. thats all folks macrumors 6502a

    thats all folks

    Dec 20, 2013
    Austin (supposedly in Texas)
    I'm uncomfortable with how comfortable he is with seemingly lying.
  5. Andres Cantu macrumors 68030

    Andres Cantu

    May 31, 2015
    Rio Grande Valley in South Texas
  6. joshen macrumors regular


    May 27, 2015
  7. avanpelt macrumors 68030

    Jun 2, 2010
    Why did you ever slow down in the "pro area", Tim?
  8. keysofanxiety macrumors G3


    Nov 23, 2011
    Basically guys, there's no need to worry.

    Yes a few products are pretty long overdue a spec bump, and the platter drives have long overstayed their welcome, but Apple are in a significantly stronger position now than they were in 2011 — and I don't just mean financially.

    A new Mac Pro every year since 2011 would have paled in comparison to their current achievements with in-house chips and so many other things. It's not to say they couldn't have done both, of course! But it's sometimes good to take a step back and see the larger picture.

    Rest assured, the new Mac Pro/Mac Mini will come; hopefully along with a more consistent silent hardware upgrade cycle! :)
  9. tcho100 macrumors newbie


    Nov 20, 2016
  10. AppleWarMachine macrumors 65816


    Sep 27, 2011
    Michigan, US
    in other words...products will cost more...more $$$ for Apple :eek:
  11. TxExCxH macrumors regular


    May 16, 2014
    Ok Tim, sure. In his defense, he has only been saying it for 4 years.
  12. filmantopia macrumors 6502a


    Feb 5, 2010
    I'm uncomfortable with how willing people are to deny presented information to maintain the Apple-hate narrative in their heads, and go as far as accuse the CEO of bald-face lying.
  13. sudo1996 Suspended


    Aug 21, 2015
    Berkeley, CA, USA
    Your priorities ARE elsewhere. It's not speculation. Apple failed the creative pros long ago by simply not releasing products. People switched to Linux and Windows.
  14. Relentless Power macrumors Penryn

    Relentless Power

    Jul 12, 2016
    I still think the Mac Mini is done (Not that it should be). It's been overly ignored for far too long. Apple likely will place emphasis on the iMac, iPad Pro and Mac Pro (Hopefully).
  15. mkeeley macrumors 6502

    Sep 18, 2007
    Don't you just love diversity for diversity sake. Who cares if they're best qualified.
  16. HajiDiRobertis macrumors newbie


    Jan 6, 2016
    montreal, qc
    Tim Cook's vision of "Pro" <----> Steve Jobs' <------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------>

    Prepare for continuous disappointments.....
  17. iamgalt macrumors regular


    Jul 25, 2012
    Translation: "we're going to continue to raise our prices"
  18. Schwyz, Feb 28, 2017
    Last edited: Feb 28, 2017

    Schwyz macrumors regular


    Apr 6, 2016
    Up a tree
    Apple press release:
    Apple CEO Tim Cook misspoke and accidentally used the wrong verb. Cook meant hear more, not see more.
  19. inhalexhale1 macrumors 6502a

    Jul 17, 2011
    Ridgewood, NJ
    Probably an iMac Pro coming at some point.
  20. thats all folks macrumors 6502a

    thats all folks

    Dec 20, 2013
    Austin (supposedly in Texas)
    what actual information was presented?
  21. Stella macrumors G3


    Apr 21, 2003
    Apple will again aim iPads at the 'Pro' markets. Tim wasn't referring to Mac Pro machines.

    Maybe Tim thinks he can release Xcode for the iPad and expect that it will fulfil people's needs, which it won't - except maybe hobby coders .
  22. RuffyYoshi macrumors regular


    Feb 18, 2014
  23. viktore, Feb 28, 2017
    Last edited: Feb 28, 2017

    viktore macrumors member

    Sep 19, 2008
    I didn't even bother reading the article. So sick of this crap. We had to make such major changes for my business because of Apple disgusting neglecting. Switched to Windows, don't like it, but at least it works and the computers are powerful. I miss mac, but will never come back because of the garbage we have to put up with.
  24. upthetoffees macrumors regular

    Jun 4, 2012
    They have to do something, the last few years have been appalling. I have money to spend on some Apple stuff but there is nothing I want. I loathe the current generation of mbp laptops and there is no G5 equivalent desktop. Not interested in imacs. WTF apple? The so called pro not updated in 4 years? There is just nothing pro about Apple any more. Those G5 days were awesome, night and day compared to today.
  25. thewebb macrumors regular


    Jul 22, 2014

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