Remember the cheese grater Mac from barely half a dozen years ago? It was big, fat, heavy, clumsy, made noise, and cut more than a few fingers with its dangerous handles, and probably sent a few customers to chiropractors. Those days are gone.
Remember Apple exec Phil Schiller’s “Can’t innovate my ass!” from 2013 as he introduced the Mac Pro successor; the cylindrical trash can Mac Pro that was so beautiful hardly anybody bought it? Those days are gone, too.
Crush The Noise
Not long after Schiller and Apple introduced the trash can Mac Pro the noise began. Noise? Professionals decried its lack of expandability– a hallmark of the cheese grater Mac Pro. Those professionals love to get down and dirty with hardware to spill guts on the floor and put them back in again; often with new guts.
Over the years, as Apple totally ignored the Mac Pro, the noise increased. That was back in the day when Apple forgot about the Mac mini, forgot to upgrade a number of MacBook models, and with the heady profits from iPhone driving AAPL ever higher, seemed to forget about the Mac altogether.
Those days are gone, too.
As of now, the only Mac that hasn’t had much of an upgrade recently is the entry-level MacBook– due, of course; that’s Apple’s mantra these days. Make noise, will respond. Eventually. If the noise is loud enough. In the nearly six years since the last Mac Pro hit the streets, Apple has done nothing, then admitted that model was a mistake, and then did nothing– publicly– for a few more years before it came down to the bottom of the 9th inning, with two outs, runners loaded on every base, and down by three runs.
If ever there was a time for Apple to knock the ball out of the park, it was this WWDC 2019 show’n tell.
Apple hit a grand slam home run with two out in the 9th and won the game.
Will this $12,000 monstrously powerful new Mac Pro sell many units? No. Not at $12,000, well more than double the price of a Xeon Inside iMac Pro. Price matters. To professionals, price does not matter. As much. For years those video and audio and photo professionals have camped out on Apple’s public doorstep to make noise without end.
What they got was far more than anyone predicted; a worthy successor to the much loved cheese grater Mac Pro, complete with updated grater looks to pay homage to the past, with handles and wheels to cry over, and innards that make astronauts drool with power envy. Modular power has returned to Apple in a big way. Mac Pro is Apple’s Ferrari. No, you see those on the roads. Mac Pro is Apple’s Bugatti and priced like one. Almost. You may never see one outside of an Apple Store.
Apple listened to the noise made by the company’s professional level customers and responded in the most unexpected way.
Shut Up! We’re done here. You asked for power; you got power. Don’t complain anymore. We love the Mac and it shows.
I want one.