![]() Apple hadn’t only ignored the Mac Pro for three years, it had barely mentioned the computer.Īt the same time, Apple’s pro software has increasingly felt like an afterthought - with the widely maligned release of Final Cut X and the discontinuation of Aperture, it may as well have handed pro photo and video editors to Adobe. While Apple clearly wants to focus on the future, the fact that it called together a small group of media to discuss the state of the Mac Pro - without having anything truly new to show just yet - is telling of what this meeting was really for: an apology, and an early attempt at restoring trust with Apple’s most demanding customers.Īpple’s pro users have felt increasingly alienated and underserved. Schiller told reporters that the Mac Pro’s thermal issues “restricted our ability to upgrade it” and that Apple is “sorry to disappoint customers who wanted that.” ![]() ![]() That seems to explain why the Mac Pro, until today, went more than three years without spec refresh - an entirely unworkable situation for pro users who need top-of-the-line hardware. “So it became fairly difficult to adjust.” “Being able to put larger single GPUs required a different system architecture and more thermal capacity than that system was designed to accommodate,” the exec is reported as saying. The small, trash can-shaped Mac Pro - which Apple marketing VP Phil Schiller once touted as evidence that the company could still innovate - was designed to fit two smaller graphics chips, but the industry didn’t move in that direction. “I think we designed ourselves into a bit of a thermal corner, if you will,” one of Apple’s top executives reportedly said. “Can't innovate anymore, my ass” has not aged well
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