Mac Pro 2019: How Apple broke the news

They buried the lead, gave it to only one reporter, and declined to comment further.

From Matthew Panzarino’s Apple’s 2019 Mac Pro will be shaped by workflows:

After an initial recap in what they’d done over the past year, including MacBooks and the iMac Pro, I was given the day’s first piece of news: the long-awaited Mac Pro update will not arrive before 2019.

When we got the news that it wouldn’t arrive in 2017, there was some implicit messaging that 2018 was not guaranteed either (we were told ‘not this year’, but not ‘definitely next year). This time around, Boger is succinct: the promised Mac Pro will be a 2019 product.

“We want to be transparent and communicate openly with our pro community so we want them to know that the Mac Pro is a 2019 product. It’s not something for this year.”

When reporters called to follow up, Apple declined to comment further.

My take: Transparent, my ass.

10 Comments

  1. David Emery said:

    I sure wish they’d announce -something- about the Mini.

    1
    April 5, 2018
  2. Gregg Thurman said:

    I just don’t understand all the angst about the upgrade cycle of the Mac generates.

    Total Mac sales (including low-end Macs not suitable for creative professionals) are growing about 2.8% (average of last 6 years) and accounts for a declining percentage of total revenue (currently about 10% down from about 15% during FY2012). During FY2005 Macs accounted for slightly more than 50% of revenue. iPods accounted for slightly more than 30% of revenue.

    If Apple isn’t giving you what you want/need then buy the alternative. Power users just aren’t as important to Apple as they once were. Get over it. But for heaven’s sake stop bashing Apple because it has morphed into a company that doesn’t value your declining 10% revenue contribution as much as it used to. Steve said it himself, we are in the post-computer (truck) age. Not surprisingly mobile is where the bulk (greater than 70%) of where Apple’s hardware revenue comes from, and its only going to increase.

    1
    April 5, 2018
    • John Konopka said:

      Linchpins aren’t big business but they are critical.

      2
      April 5, 2018
    • George Row said:

      Apple is the park-warden, the curator of an eco system.
      Having a healthy Mac and more specifically Mac Pro line is as important to the Apple eco-system as having the apex predator in a wild space such as a National Park.
      The investment in returning the wolves to Yosemite was disproportionate to their numbers, but their presence had impacts across the whole eco-system making life better for the other more prevalent species.

      2
      April 6, 2018
  3. Fred Stein said:

    haha. Love the echo of Schiller’s “Can’t innovate my ass.”

    Matthew’s article gets interesting at this point (and beyond): ““We’ve been focusing on visual effects and video editing and 3D animation and music production, as well,” says Ternus. “And we’ve brought in some pretty incredible talent, really masters of their craft. And so they’re now sitting and building out workflows internally with real content and really looking for what are the bottlenecks.”

    Apple is building a true Pro system, not a Pro/Am. It sounds like they’re going for studio level performance backed up with new chips and OS improvements. Some of this aspirational technology will trickle down to the iMac Pro and later portables.

    2
    April 5, 2018

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