No technology company takes it on the chin as much as Apple. There are times when criticisms are wholly undue. Watch was a flop. But Watch became a success. Did the critics apologize? iPhone X was a flop. Now it’s Apple’s best selling iPhone.
Apple seems to attract undue critical attention; especially considering the company’s status in marketshare (not riches, obviously). That doesn’t mean Apple is not deserving of some criticism. Take the Mac. Puhleeze. What is going on in Cupertino? The Mac gets no love. Why?
If ever there was a product line that was both wildly successful and woefully behind the times, it’s the Mac. MacBook Air? Not upgraded in a few years already. It doesn’t even have a Retina display. The Mac mini? Boring. Intel ships 8th generation chips while the mini sports a 4th generation Intel Inside. The newest Mac– iMac Pro– screams fast but doesn’t sell in big numbers (you can tell by the $1,000 discounts at Best Buy now and again).
That brings up reason #1 why Macs don’t get upgrades as often as we want. The Mac is selling like crazy. Traditional Windows-based PC sales are down. Again. Mac sales are up. Again. Reason #2 is obvious. Why bother upgrading when Mac customers appear satisfied with a status quo that is years behind the competition?
Mac sales are great. Customers love the Mac. Why bother to reinvent the wheel or fix what ain’t broken?
There is another reason I see what Apple doesn’t upgrade the Mac. The future is coming fast and furiously in a dramatic one-two punch.
First, Apple plans to alter application development so apps from iOS can run on macOS. That would make app development easier for developers and give Mac users more app choices than ever.
Second, Apple plans to design and build their own A-Series CPUs for entry-level Mac models of the future. Already Apple’s A-Series Fusion CPU that powers iPhone X benchmarks well against the Intel Inside CPUs in both entry-level and mid-range Mac notebooks.
Third, Apple plans to push Face ID into all major products– iPhone, iPad, and, yes, Mac. When? Soon. Also on the horizon are 4K displays, faster graphics, and larger, faster SSD storage. A Mac with an Apple-designed chip inside would be a battery sipper.
All three of those major changes are due over the next few years but continuing– especially with Apple chip designs and software integration between iOS and macOS– for years thereafter. We can think that Apple doesn’t care about the Mac because iPhone revenue and profits dwarf everything in Apple’s product line. The Mac is highly profitable and represents more than $25-million in annual revenue and about half the entire PC industry’s profits. Apple won’t throw that under the bus.
What does all that mean?
Mac upgrades are coming. But use a calendar from 2019 and 2020 to measure when.