Apple Recommits To High-end Pro Users

Posted Apr. 5th, 2017 by Daniel J. Cox

Apple Recommits To High-End Pro Users

It’s no secret to the high-end graphics, video, and still photography users of Apple products, that Apple has been seriously letting us down the past 3-5 years. It was only yesterday that Apple finally opened their corporate heart and made an important announcement: they’re in the process of RECOMMITTING to the professional, hardcore Mac user.

Working on my original MacBook Pro, the 17-inch version, from my tent in Botswana. It’s been all Apple since 2004.

Gloriosky! Steve Jobs sends a bolt from the blue and convinces the current Apple execs that the power user is a big part of why Apple is where they are today. Sure, virtually everyone knows that Apple makes most of its money on the iPhone and iPad, but there would be neither without the support and fanaticism of the power user.

apple watch, USB-C USB connector, Apple,

Tanya records my Apple stash. One Apple watch and two USB-C to USB connectors.

I purchased the newly designed Mac Pro, also known as the “Trash Can,” almost three years ago, shortly after it was announced. It’s worked well for me. It’s small and compact with lots of Thunderbolt and USB ports. But it’s been over three years and there have been virtually no improvements to the Mac Pro line since the day I bought mine. The pro community who have depended on large, fast, and powerful desktops have been screaming about the lack of updates and the inability to upgrade their Mac Pros. The message has finally hit home with Apple, and yesterday there were dozens of Blog posts heralding “Apple’s Mac Pro Mea Culpa.

Apple’s Mac Pro Mea Culpa

For Apple to come out and admit they screwed up and more importantly, being in the process of fixing the problems they created, is a HUGE and important change of policy. Having the guts to do this is influential on its own but is also a powerful way to gain customer loyalty and support. For almost all of Apple’s existence, they’ve been ultra secretive about future plans. That’s great for keeping the competition guessing but terrible for customers, especially those who depend on the power of Apple desktops. Interesting factoid: Apple’s Mac Pro represents a “single-digit percent” which was announced in an interview with Daring Fireball that included Apple execs Phil Schiller and Craig Federighi. Most authorities on Apple figure that “single-digit percent” is at the lower end and probably no more than 1% of Apple’s sales.

When I read about the changes underway for a new Mac Pro, new iMac Pro, and updated external monitors, I was elated. And that elation turned into sales for Apple. It’s that connection that’s the main reason for writing this post. I want it on record, for all Apple execs to see, their decision to recommit to the power user made me go out and buy Apple products.

Apple Watch Impulse Purchase

I’m writing this from a friend’s house in Tulsa, Oklahoma, a town big enough to have an Apple store. Since buying the new MacBook Pro with all USB-C ports, I ‘ve needed a couple of the USB-C to USB connectors for some of my older external hard drives. I’ve also been thinking about an Apple Watch, exclusively for its health benefits. I’ve had two Fitbits that have been less than useless. When I walked into the Apple store today, I was so pumped to be in the Apple environment, thinking about the recent Apple Mac announcements and able to buy exactly what I needed right off the shelf, that I purchased the connectors AND the Apple Watch. I had no intentions of buying the watch. But I couldn’t help myself. I was so excited about Apple again.

And that’s how inspirational sales work. Apple, announcing these new plans to a person who was unsure of their commitment to the future, influenced purchases I had no intention of making. Add to that, heralding my enthusiasm to others who may also be equally inspired.

Yesterday’s announcement and recommitment to the power user is a massive step forward for Apple and I’m extremely grateful. Thank you, Apple, for your recommitment to Pro users and your change of heart in honest and truthful transparency. I once again have immense confidence in the future of your company.

Blog posts discussing the enthusiasm for Apple’s newfound openness and interest in pro users.

Daring Fireball-The Mac Pro Lives

Mashable-The Mac Pro is getting a major do-over

Final Cut Pro Radio Episode 37-Apple Preannounces new Mac Pro

Tech Crunch-Apple Pushes Reset Button on Mac Pro

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There are 6 comments on this post…
  1. Dean SwartzOn Apr. 11th, 2017

    AppleCare is simply awesome. My niece has a very naughty dog (Otis), who “ate” the charger for her MacBook Pro. She went to the Apple Store in Scottsdale with the intention of buying a replacement. “No way,” Apple said. They gave her a new one even though her MBP was no longer under warranty! Three months earlier, she had a problem with the hard drive. Even though out of warranty, Apple replaced it without charge. I don’t want to suggest that this will always happen (my niece is very cute!) for every customer, but my experience with AppleCare and the staff at Apple Stores has been fantastic.

    • Portrait of Daniel J. Cox

      Daniel J. CoxOn Apr. 11th, 2017

      Could not agree more Dean. When anyone asks me about Apple products, which happens when they start thinking about moving to the Mac, I tell them Apple Care is 50% of the Apple experience. Don’t ever buy a Mac without Apple Care. It’s the best added value I’ve ever experienced.

  2. John McKayOn Apr. 10th, 2017

    I am a photographer with a 17″ MacBook pro lap top. It has survived a rough life on the road and many drops. Just found out that I can no longer get a factory fresh battery for it, and that the newest offerings do not include anything in the 17″ category. How sad! My old eyes may not be able to get use to the smaller screens.
    John McKay in the wilds of Mehoopany, PA.

    • Portrait of Daniel J. Cox

      Daniel J. CoxOn Apr. 11th, 2017

      I feel your pain John but I have to say my first Mac was a 17inch MacBook Pro. Eventually went to a fifteen inch and just recently bought eh newest version of the 13 inch MacBook Pro with touch pad and could not be happier. If you follow my other Blog posts you know I’m all about getting size and weight down and the newest 13 inch does that extremely well with plenty of power for even 4K video editing. The larger 17-inch screen is nice but not nice enough to outweigh the benefits of having som much less weight in my briefcase. Thaks for adding your voice. Always enjoy hearing from our readers.

  3. Portrait of Ray Hirsch

    Ray HirschOn Apr. 6th, 2017

    Hi Dan,

    I agree this is great news. They have not been listening ever since Steve past away, and they are now headed for serious trouble. MacBook has been getting downgraded with fewer ports and more dongles. iMac’s can no longer be upgraded with more and faster memory without lugging them into the Apple Store and paying 2x-3x more. Thunderbolt has lost most of it’s edge due to poor support. Microsoft on the other hand has come out with some great products posing a real threat to Apple. As you can tell, I am no fan of Tim Cook and I can’t wait until they put someone who understands where technology is headed and gets out in front like Nadella at Microsoft has.

    Also, I have a somewhat weird question, I have a Lumix 42.5mm f1.2 lens and when I used it the other day I noticed that when I tilt or rotate the lens there is a soft “clunk” inside that I can’t remember whether it has always been there. Does your lens do this? Is it just power O.I.S elements I am hearing? Or is mine in need of service and I should send it in? If you think of it, sometime when you use your lens, I would appreciate any feedback.

    All the best,


    • Portrait of Daniel J. Cox

      Daniel J. CoxOn Apr. 7th, 2017

      Thanks for the input Ray. I will check my 42.5 out later today. Currently in transit home. Regarding Tim Cook, I think he’s done a reasonable job but I do believe at one time he thought actual desktops were headed for extinction. Even Steve made the comment that desktops were going to be relegated to the what he referred to as the “Pickup Truck” of computing. And in fact, that’s exactly what’s happening, although I think Cook was taking it too far and basically giving up on the Pickup idea. With this new announcement, I’m hopeful he’s seen the light and recommitted to the hardcore power of the Pickup model. If he has, Apple will blow the doors off the competition with their far, far superior Apple Care customer service which I feel is 50% of the benefit of all Apple computers. I’ve actually given some passing thought to revisiting Windows computers by HP but when I recall the horrible phone support I received all the years I used HP and Dell computers, I immediately close the HP web page I was poking around on. Just can’t imagine going back to service from India.

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