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

[Bacillus]

You definitely know more than me, so I trust your judgement. He just seems a little goofy to me. Lol. But that doesn't mean anything.

You mean a modern age pimp prototype: continously talking and mimicking around with ease, promising so much he is unable to accomplish that he starts to believe it himself.
He only got raised by lack of substance.

 

[komone]

This is the last chance. We've been so patient. We're going to replace our entire setup (desktops, router, tablets and phones) this year unless there's some platform commitment from Apple. I hate to have to do so, but the time has come to make a decision.

 

[naeS1Sean]

You mean a modern age pimp prototype: continously talking and mimicking around with ease, promising so much he is unable to accomplish that he starts to believe it himself.
He only got raised by lack of substance.

Lol, he is a little pimpy.

 

[peoplestillusingMacs?]

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Would you recommend listing by how many generations of CPU/GPU behind apple products are?

Days is a useful metric.
[doublepost=1488347278][/doublepost]

It's really not a useful metric, use months instead.

 

[amegicfox]

Tim is always talking without really saying anything and always referring to nothing

I can't these kind of people

 

[0488568]

So, a new gunmetal trash can Mac Pro with no hardware improvements and a $1000 price tag bump in order mr cook?

 

[SamuraiArtGuy]

I posted this in another thread, but it seems relevant here too:

I'm part of the team of artists that won the Oscar, BAFTA and VES for Best Visual Effects with The Jungle Book. Mac Pros have completely disappeared from artist's desks here and my 2010 Mac Pro at home will soon need to be replaced. I fear this time around it will have to be a Windows based workstation because Apple just doesn't care about professionals like us anymore. 'Content consumption over content creation' has sadly become their motto.

I'd love to be proven wrong, but this time around it will take more than an update to the Mac Pro product line once or twice in a decade before I am convinced Apple is worthy of my money and my trust.
What's more likely, is that Visual Effects/CG-artists aren't part of Tim's definition of 'Pro'. While our work may consumed by hundreds of millions of people around the world, we are too small an industry to be noticed by Tim's "visionary view" into the future.

This. This. THIS.

It is not so much an exodus. But when a machine dies, or gets overrun by inevitable software updates, many high end professionals, to get the performance to be competitive, simply HAVE to leave the platform. It's been a slow attrition, but it's been going on for a decade, the body count piles up.

 

[flat five]

I edit in Avid and I like the intergration of Adobe Suite applications.I can't imagine my workflow without an nVidia card specially after the new revolutionary architectures.FCPX is a fine piece of software but I don't use it!Industry don't use it.Why they restrict us like that?

that's not apple limiting you.. that's nvidia limiting you..
in this instance, it's nvidia making the proprietary software that is limited to run on only their proprietary GPUs then the software is licensed out to developers.

apple is certainly doing similar stuff but again, in this particular instance (CUDA), the finger pointing shouldn't be going to cupertino.

(or maybe i've just misinterpreted what your point was ?)

 

[Count Blah]

that's not apple limiting you.. that's nvidia limiting you..
in this instance, it's nvidia making the proprietary software that is limited to run on only their proprietary GPUs then the software is licensed out to developers.

apple is certainly doing similar stuff but again, in this particular instance (CUDA), the finger pointing shouldn't be going to cupertino.

(or maybe i've just misinterpreted what your point was ?)

Where should the out of date OpenGL finger be pointing?

 

[Michael Goff]

Where should the out of date OpenGL finger be pointing?

OpenGL is dead. I'm not even championing Metal when I say that.

 

[Williesleg]

I refuse to by anything Apple makes unless it's MADE IN USA.

Put up or shut up, little Timmy.
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This. This. THIS.

It is not so much an exodus. But when a machine dies, or gets overrun by inevitable software updates, many high end professionals, to get the performance to be competitive, simply HAVE to leave the platform. It's been a slow attrition, but it's been going on for a decade, the body count piles up.

I went to the Apple store a few weeks ago and played around with the Mac Pro on display with the LG monitor. The sales guy came over and said "slick eh?" And I said yeah, the screen is really good but wish the machine wasn't so outdated. He laughed and said "yeah, me too"

So sad.

 

[thats all folks]

I didn't assume anything... and clearly you dislike Apple under Cook because it didn't meet your dream desires. The only way someone could attempt to justify immediately assuming words spoken are lies, with no history of lying and no just cause. To make yourself feel better about irrationally being upset with the man and company.

whoa there buddy, my "dreams desires"? I can tell you this, my desires certainly are not material suitable for a public forum and definitely don't involve Apple products.

as to your personal attack, the only thing I did immediately was recognize the same tired line we've been hearing for years, we love the Mac, great things coming, we care about professionals and creatives... unfortunately, their actions don't back that up. maybe he isn't lying, all we have to go on is what has happened previously. and the record for the past several years is that the rhetoric doesn't match the outcome. until they prove with more than words, we remain skeptical of ever seeing a solution that matches the pitch. if you want to believe otherwise, go for it. but coming after me for making a point that resonates with many here wont change the outcome.

 

[NY Guitarist]

"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."

I'm skeptical. I can almost hear Tim, or Jony: "Apple has redefined what 'Pro' means for the creative user".

 

[BoltmanLives]

Pipeline...

 

[MagnusVonMagnum]

Maybe if they'd take some of the HUNDREDS OF MILLIONS they pay Tim Cook (one way or another) to sit around and do nothing but pander to giant shareholders and invest it into their actual products instead of CANNING THEM (e.g. bye-bye Mac routers), perhaps I'd take something the guy says a bit more seriously. As-is, the only thing I can count on Tim Cook to do is personally service people like Carl Icahn, fulfilling his every wish and command, especially when it comes to stock buybacks.

I hope the late Mr. Jobs is proud of the company Apple has become, going from a leader in creativity and long term vision and turning it into a lead into traditional stock buybacks, dividends and short quarterly outlooks, sacrificing the traditional computer products Apple has made since its inception and instead making FASHION ITEMS like watches, ultra-thin phones and overpriced headphones. I don't even recognize Apple Computer anymore. They were right to remove the word 'computer' as it no longer has a place in the company. Perhaps they can start selling purses, lipstick and perfume next. It seems to be their new forte.

 

[amegicfox]

Let's say someone walks to an Apple store and buys an iPhone or iPad or Mac or MacBook or Apple TV or a iWatch.
Since the airport is no longer being developed to get a wireless connection someone needs to buy a d-link or google router and try to configure it with a Mac or and iPhone ?

 

[StyxMaker]

Let's say someone walks to an Apple store and buys an iPhone or iPad or Mac or MacBook or Apple TV or a iWatch.
Since the airport is no longer being developed to get a wireless connection someone needs to buy a d-link or google router and try to configure it with a Mac or and iPhone ?

No problem, my iMac, iPhones, iPads, Apple Watches, and Apple TVs all hooked up with each other through a non Apple hub with no problem.

 

[Greymacuser]

Maybe if they'd take some of the HUNDREDS OF MILLIONS they pay Tim Cook (one way or another) to sit around and do nothing but pander to giant shareholders and invest it into their actual products instead of CANNING THEM (e.g. bye-bye Mac routers), perhaps I'd take something the guy says a bit more seriously. As-is, the only thing I can count on Tim Cook to do is personally service people like Carl Icahn, fulfilling his every wish and command, especially when it comes to stock buybacks.

I hope the late Mr. Jobs is proud of the company Apple has become, going from a leader in creativity and long term vision and turning it into a lead into traditional stock buybacks, dividends and short quarterly outlooks, sacrificing the traditional computer products Apple has made since its inception and instead making FASHION ITEMS like watches, ultra-thin phones and overpriced headphones. I don't even recognize Apple Computer anymore. They were right to remove the word 'computer' as it no longer has a place in the company. Perhaps they can start selling purses, lipstick and perfume next. It seems to be their new forte.

I hear they have Jobs' coffin wired up to a generator to power their new 'spaceship', what with all the spinning he's doing in there now-a-days.

 

[dan110]

From HP's website ...

 

[dysamoria]

Tim Cook sounds exactly like Donald Trump.

"You'll be seeing... you'll be hearing... we care very deeply about pros..."

No, he sounds like a corporatist who's trying to dissuade legit negative PR by making hollow statements, rather than by correcting the actions that have proven Apple care nothing for power users.
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I love how you blame Tim. Even under Jobs the Desktop was rarely updated.

Far more frequently than it has been since 2013.

 

[iObama]

No, he sounds like a corporatist who's trying to dissuade legit negative PR by making hollow statements, rather than by correcting the actions that have proven Apple care nothing for power users.

"Trying to dissuade legit negative PR by making hollow statements rather than by correcting actions."

So yeah, sounds like Trump.

 

[dysamoria]

"Trying to dissuade legit negative PR by making hollow statements rather than by correcting actions."

So yeah, sounds like Trump.

This behavior is not at all unique to Trump. Trump is a member of the category of people I'm describing, not the definition of it.
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"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."

One thing I learned about corporate-speak - if a company valued its employees, it wouldn't have to say how much it valued them. Similarly, if the pro/creative area is so important to Apple, it wouldn't be necessary to say that it is, it should be evident from their products and their timely updates.

And this is it. This is exactly how things are. Offering brief and hollow PR comments to mitigate a worsening image is the result of self-inflicted injuries. Actions, not words, define what is really going on. Apple's actions have already demonstrated that professionals are not of interest to Apple's management.
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Anyone want to guess how much support Mr. Cook will get from shareholders when it comes to being reelected to Apple's Board?

Last year 99.6% of the votes cast (on that issue) were for his reelection. The year before 99.4% were.

Why do you think Apple are failing to support professionals? It's the primary shareholders, the board, Tim's loyalty to them (rather than to customers), and the foolish belief that magic numbers on Wall Street is the only measurement of success.

This is what public ownership looks like. Jobs managed to keep Wall Street BS out of management and product development. Cook does not.

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From Tim's reaction , maybe he reads these forums and others and sees the disgruntled posts ?

Imagine if Tim was a poster on this forum...

Stranger things have happened

He's a top level corporatist who only ever occasionally uses an iPad or iPhone in his actual daily life. He has no clue about his company's customers or their needs/wants. He pays attention only to the numbers. It's like paying attention to the output of a sausage machine instead of looking to see what you're putting into it. Paying attention to the symptoms instead of the causes of a health issue. Putting the cart before the horse. Etc etc et cetera.

 

[0388631]

I'm uncomfortable with how comfortable he is with seemingly lying.

Guy's got a bright future in politics if you ask me.


Edit: How did this thread reach 26 pages in under 48 hours?!

 

[skippermonkey]

I think MacRumours should do a 'Days since Tim Cook said "You will see us do more in the Pro area"'

3 days and counting...

 

[Bacillus]

It's a culture problem at Apple.

When Steve Job's returned, one of the problem the "old boys" who tooko over had, was a lack of direction. They had spread the products out very thin and had no real product guys to offer direction. Apple was literally spamming out all sorts of different machines.
The first thing Job's did was restructure Apple. Get rid of the guys who couldn't figure out how to actually make products, and then took direct creative control over the entire product pipeline.
Then when Tim Cook took over, he's tried to keep that mindset. All product decisions go through him or the small group of executives. They have completely decsision on all. They're directly involved in all product lineup decisions, design and implementations. Same as during the Job's era, But now without a Jobs
Unfortunately, to further compound the issue, Apple has grown at fantastical rates and serve more people now than they have ever done in the past. But unstead of hiring new managers, or executives to head up individual product groups, They still believe the 4/5 of the executives can control all the products.
and it's pretty damn telling in the last 2-3 years that they can't. Years they focus on iPads, Mac's suffer. When they finally focus on a single new Macbook (Pro), the iPads and iMacs get forgotten. this cycle keeps happening every year. So this year Tim Says "PRos" are their focus, So what will they be sacrificing to focus on "pro" market? going to forget about the Mac consumer lines? No new Mac Air / Mac Book till 2018 then?
this cmopany needs a big culture change to be able to avoid overly focused mindset that often creates blinders on the exec's and they ignore other things while focusing.
and it really doesn't help that the current exec team seems to be very out of touch with a few of the market's they're claiming. It's almost like Apple's idea of "Pro" is the typical accountant / paper pusher, and thats the only thing they seem to be able to deliver to. they have no ability to see what the whole market looks like. They believe they are right all the time, and nobody can say otherwise. Just look at how confused Schiller was after the MacBook Pro launch and how he didn't understand why there was so much "hate"

T: He guys, great to see you all. We're here to make Apple great again !
E: But ehh, we are great. Always been. Especially me myself.
P: Sure. But the Spaceship is ready, so boring times ahead...
G: I will cheer everything up with iOS 11. Hundred more Emojis and 10 more questions that Siri understands. We worked up the latest SanFrancisco streets in Maps...
T: G, just a minute. There is something that customers want from us.
E: Who are our customers ? I never see them. I am only looking at numbers in the iTunes Store...
T: Guys, just a minute. We're going to make some great products again. Mac Pro, iMac, Mac mini.
P: Euh, what are those ? Dunno anymore. Things from the pre-postPC era ?
A: Well they are in our catalogue, and consume a lot of shop space in our AppleStores. Actually, people walk in to get their phone screens en batteries repaired, to check their e-mail and get coffee. We use these things now to show AirPod availability stats.
T: Oh, I am glad you're so innovative, guys. So how do we revive the Mac Pro ?
Ph: We need Bob, the trashcan designer.
J: Bob is not with us anymore. He went to Ikea where he could design 40 trashcans a week instead of a single trashcan in 8 years
T: Those are details. Work them out in your product line.
J: We do not have product lines. We work in teams. The team is now busy with iPhone 8, under the codename iPhone 10. A complete redesign !!
T: I do not want a redesign ! Our customers just accustomed to iPhone 6 design we repeated in iPhone 7. Sales are stellar ! It is a proven concept.
J: OK, but these guys only did Spaceship and furniture in the last 3 years. They're specialists in doorlocks, electronic safe's, artificial coffee machines now.
Go to Dell to get some PC guys and to Don Trump to get some factories redesigned for us.
T: We already have factories for our Titan project.
P: Don't know anything about that. B. is doing that. Extreme secrecy and he is in competition with us for talent.
T: OK guys. Great meeting. We have worked out the main route. The details are for you.
Let's go for lunch.