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

[WestonHarvey1]

Don't even need ECC for creatives. That's a science and server thing. We just want great performance at a competitive price.

I've read that theoretically, a bit error could end up in say the render of a video, and show as some kind of visual artifact. Though, I went looking for real examples of that and was not able to find one.

But anyway, Mac Pros have always been ECC so I don't think they'll change that.

 

[9081094]

The thing about the past, especially in regards to computers, is that regular updates were necessary given the pace of improvements made in so many different areas. And back then, Apple was still considered to be moving at a snail's pace compared to most PC manufacturers who would launch a new desktop or laptop and you'd be reading about the newer version replacing it in months, or less. They might leapfrog ahead of everyone with some computer that is far more powerful than anything else out there, but that never lasted long.

The past couple of years, improvements and innovation in the computer industry have been dictated by the annual (if we're lucky) updates to processors. And what you notice with the new tech, if you notice at all, is that it's more efficient but not necessarily faster. And given Apple's products tend to last 3-5+ years with little if any change in physical design, a lot of people just don't see the need to update annually. I say that as I work on an early 2013 15" rMBP that still does everything I need it to. Heck, I still have a 2003 G5 tower I bought new that's still running (achingly slow), which I still think is one of the most perfectly built computers ever.

Frankly speaking, I believe that if Apple were updating all their machines annually, by simply tossing in the latest chips, it would negatively effect the value (perceived and real) of their products.

Oh, come on. There is so much room for improvement beyond the processors only. It's to easy to blame Intel. Just compare the workstations from HP with the Mac Pro. There isn't any excuse for Apple. It's a shame to customers intellect and a shame to Apple. It's pure greed.

 

[BigJohno]

how about you just keep your mouth shut Tim and deliver the products.... So sick of hearing "so excited about the pipeline" "we care about pros" "we can't wait to share what we have been working on"

 

[hawkeye_a]

What? No "pipeline" this time?!

 

[farmboy]

Labeno: There's maybe no hard evidence of lying, but it's fact he took away the MagSafe concept from MBP. They have all the money in the world and couldn't create a USB-c MagSafe? There are many other ridiculous things he did like this. He's the opposite of innovator.

I'd be pretty certain that he had nothing to do with any of the decisions you are criticizing him for. But we can all fault him for not taking the cap off the pipeline when significant groups are leaving the platform for lack of new product.
Cook has been very steady at the helm. But he needed to get fired up and start kicking some ass two or three years ago, including Ive's and Schiller's.
It's no longer relevant for him to say that Apple is interested in a certain [whatever]. Ship or get off the pot.

 

[macsforever]

There is no way I would jump ship and use windows for anything. I'd love to see the productivity of these Windows users compared to the Mac users. Mostly creative applications we're conceived on the Mac and any pro Will know how to work within the Mac OS and to jump ship and use windows would be like wearing clown shoes lol!

 

[inhalexhale1]

I don't know if you're joking but I 100% believe this is where they will go next. No need to make a decent Mac Pro modular tower if they can just add the "Pro" moniker to an iMac, claim it meets the needs of the "future" professional and then silently discontinue the current Mac Pro.

Not joking at all. I fully expect them to do just what you said. Now what that Pro would mean is anyone's guess. They're already using the best (AMD) mobile GPU. I guess they could have an option for 2, but there are already thermal issues. Most likely they'll do a normal spec bump and just call it Pro due to some nominal new feature, that would have been part of a redesign anyway.

 

[9081094]

If Apple can update their iPhone every year, why can't they update their Mac Pro. Was the Mac Pro not once a flagship for their Pro Customers?

Apple could update the Mac Pro with the same minimal effort it did with the iPhone 7.

 

[69Mustang]

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

George. Say hi to Tim.

This should be greeted as great news for pro users wanting great new products and experiences. Tim Cook has underlined Apple is committed to you. Calm down, quit whining, great things are coming!

Hi Tim, that's George Dawes. We call him G-Dawg. Not because we want to, but because he paid us.

 

[Michaelgtrusa]

Let's do it!!!!!!!!!

 

[travelsheep]

They just built a PRO building, what else do you want people?? /sarcasm off

 

[9081094]

There is no way I would jump ship and use windows for anything. I'd love to see the productivity of these Windows users compared to the Mac users. Mostly creative applications we're conceived on the Mac and any pro Will know how to work within the Mac OS and to jump ship and use windows would be like wearing clown shoes lol!

Well, the whole creative cloud suite from Adobe works the same on Mac as it does on Windows, same look and feel. The only difference these days is that it runs 5 times faster under Windows as it runs on Mac for hardware half the price. Shame on you Apple!

 

[manu chao]

Where did I specify the Mac Pro?

You didn't, I just wanted to point out that not everything was 'better' under Jobs in the manner it is sometimes described. And since this article is about the 'pro' aka 'creative professionals' market, I think it makes sense to mention that some of the qualities we ascribe to Jobs (or the Jobs era) do not apply to the pro market.

One of the pulling-a-rabbit-out-of-a-hat moments with Jobs and the creative professional market was Final Cut Pro X. Post Jobs, the 2013 Mac Pro was a similarly radical change. And both products did produce some controversy. There are differences between the (late)Jobs era and the Cook era in regard to the 'creative professional' type of products, but they are not quite as clear-cut as the Jobs vs Cook difference is generally described. And there are some mitigating factors, in that the iMac has taken over part of the creative professional market on its own merits (not just because the Mac Pro deficiencies).

 

[imanidiot]

Are we sure he wasn't referring to Pro watchbands? For Power Wrists?

 

[manu chao]

The cheese grater MacPro - like the 2009 release which I am still using to this day (though stuck on El Capitan)

Which wasn't much different than the PowerMac G5, just with up-to-date internals and connectivity.

 

[satchmo]

I wonder if Apple has only just revisited the 'pro' space last year when MS unveiled the Surface Studio?

It was probably a wake up call. To take those blinders off and focus on something other than phones and watches.

 

[macsforever]

Well, the whole creative cloud suite from Adobe works the same on Mac as it does on Windows, same look and feel. The only difference these days is that it runs 5 times faster under Windows as it runs on Mac for hardware half the price. Shame on you Apple!

How does it run five times faster under windows if they're using the same processors all I know I don't have to worry about stupid battery and a CMOS chip going bad right middle of the project ha ha Ha ha ha Plus Windows doesn't have Thunderbolt and it's new implementation is a bag of hurt so how can it be five times faster if I'm running Thunderbolt on my external RAIDS please answer me this....
I guess half the price goes along with the pirated software too eh? Yeah... just do things cheap while you're making bank on projects so buy cheap hardware that breaks down all the time and use pirated software awesome.... but it's cheaper right?
And I'm sorry but the thermal core in the Mac Pro is ingenious no water cooling don't have to worry about leaks none of the BS of fans quitting simple elegant and effective that's what you need for a workstation!!!!!

 

[J InTech82]

LOL!! Remember the below quote from the year 2014? According to you, Tim's got like, what, one year left, if that? All the magic must be coming at once! Get ready, Jared! You must be super excited!

I never said he was going anywhere, I said give the man five years. What I was getting at is he will do good things, we just gotta be patient. Just because he has not come out with a new Mac Pro doesn't mean he hasn't done good things. IMO He's done incredible things and I'm enjoying him as the CEO.

 

[Naraxus]

Cook really needs to stop doubling-down on the ipad pro. It's a failing product category and nothing he can do short of putting an actual OS on it will change that.

 

[briloronmacrumo]

"The pro area is very important to us. The creative area is very important to us in particular."

Obviously, no journalist/attendee wanted to challenge Tim with the facts that don't support his pro support statements. Instead of focusing on the business, he campaigns in the US political world, proclaims strong feelings on certain topics, but then ignores egregious behavior in other countries that make US behavior look almost saintly. Hopefully his public assertions will keep him honest but we'll see.

Tip for Apple on what Pro machines look like: It’s not thin and light. Has lots of options with standard and replaceable parts.

 

[sledgehammer89]

Apple Watch Pro?

 

[aidler]

If the newest MacBook Pro is any indication then Apple clearly has another vision of what Pro means than most of it's customers.

 

[WatchFromAfar]

Not joking at all. I fully expect them to do just what you said. Now what that Pro would mean is anyone's guess. They're already using the best (AMD) mobile GPU. I guess they could have an option for 2, but there are already thermal issues. Most likely they'll do a normal spec bump and just call it Pro due to some nominal new feature, that would have been part of a redesign anyway.

It will be a spec bump but they will justify the "Pro" name by comparing benchmarks of this "new" machine to the previous generation "Wow! x2 better performance!" (in simulated obscure test). I personally see it just being a current Macbook Pro paired with a 28"-32" screen.

 

[Nunyabinez]

You didn't, I just wanted to point out that not everything was 'better' under Jobs in the manner it is sometimes described. And since this article is about the 'pro' aka 'creative professionals' market, I think it makes sense to mention that some of the qualities we ascribe to Jobs (or the Jobs era) do not apply to the pro market.

One of the pulling-a-rabbit-out-of-a-hat moments with Jobs and the creative professional market was Final Cut Pro X. Post Jobs, the 2013 Mac Pro was a similarly radical change. And both products did produce some controversy. There are differences between the (late)Jobs era and the Cook era in regard to the 'creative professional' type of products, but they are not quite as clear-cut as the Jobs vs Cook difference is generally described. And there are some mitigating factors, in that the iMac has taken over part of the creative professional market on its own merits (not just because the Mac Pro deficiencies).

Which is why I think that without the ability to at least occasionally surprise us in a positive way, the secrecy and it's accompanying secret speak (great things in the pipeline, we love the Mac, etc.) does nothing but piss professionals off.

Pros need to be able to plan for large/expensive purchases and know if product lines are disappearing, etc.

I am as much of an Apple fan as anyone, but even my patience for this stuff has limits.

 

[EdT]

5 years isn't enough for you?

I can't do anything about the time that has already passed. It's gone. And right now I'm not terribly thrilled about my Windows choices as far as computers themselves are concerned. I've been dealing with a couple of brands at work (HP & Dell) and I'm having problems with Windows 10 on those computers. Both came with Win 10 installed, not Win 10 as an upgrade. I get to leave work early today so Microsoft support can remote into my computer and try to fix the problem. Again.