Apple Recommits To High-end Pro Users
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.
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.
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.