This may sound repetitive to you but it is the truth. While Apple has diverted its focus to every hardware product, the desktop Mac has gotten little or no attention over the past couple of years. The Cupertino giant recently refreshed its MacBook Pro lineup to include a Touch Bar but didn’t share any details on the desktop ecosystem. And speculations of the same being dead were rife on the interwebs.
But I guess, not all is lost. Apple CEO Tim Cook has come forth and internally addressed some glaring questions about their lack of desktop PCs via the employee message board, reports TechCrunch. In a crunch to compete in the growing market of portable devices, the company somehow put its bulky and powerful Macs on the sidelines. But the memo shared by Cook with the employees says,
Some folks in the media have raised the question about whether we’re committed to desktops. If there’s any doubt about that with our teams, let me be very clear: we have great desktops in our roadmap. Nobody should worry about that.
Cook goes on to add that the desktop PC is a more strategic investment when compared to MacBooks or iPhones. These pieces of hardware are able to pack in them a powerful experience — for it includes “the largest screens, the most memory and storage, a greater variety of I/O, and fastest performance.” Yes, the reasons are extremely clear. You just have more raw power at your beck and call. He even mentions that the current iMac coupled with the 5K display is the desktop display in the world.
The context of the internal memo shared with the employees is still crude and uncertain. Cook hasn’t shed even a single speck of light on the specifics of the iMac desktop PCs or the powerful cylindrical-shaped Mac Pros — meaning which of them is being continued or discontinued. It just said that Apple is working on desktops and you should be happy about the said update.
The Cupertino giant had last released a refresh of its desktop lineup back in late 2013, which had previously been continuing for over seven years. It seems to be the opinion that it packed enough juice in the previous lineup that it can sustain for some years until it is working on its portable market strategy. But fast forward three years, Microsoft is beating
But fast forward three years, Microsoft is beating Apple — the so-called visionary — at its own game. It has not only started hogging a major chunk of the laptop/hybrids market share but is now also tackling the desktop market with the recent release of the powerful touchscreen beast called the ‘Surface Studio.’ Imbibing innovation and pitching it as a creative workspace, Redmond could find buyers for the said device even if it has priced like bonkers.
