What do you need with a Mac mini? A display. A keyboard. A mouse (or, trackpad). Apple sells two of the three and each one at the most outrageous price tag. What’s missing? An Apple-branded display with an affordable price tag.
How many of us who use a Mac notebook also use it on the desktop with an external display? Plenty of Mac users have such a setup, but very few have an Apple-branded display. Why not? Other than the $4,999 display for the new Mac Pro, Apple doesn’t make one. Why not? Good question. Apple needs to revolutionize its approach to Apple-branded accessories.
Somewhere around five years ago Apple launched an iMac with a 5K Retina display. It remains the gold standard for desktop Macs. Four years later. Today’s Mac notebooks all come with a Retina display. What’s missing in Apple’s Mac line? A standalone, Apple-branded, 5K Retina display. Or, a less expensive 4K Retina display. Or, just an affordable external display.
Apple doesn’t sell an external display for Mac mini or Mac notebooks for mid-range professional-level Mac users who cannot afford the Mac Pro and its custom display. Why not? CEO Tim Cook once proudly stated that all of Apple’s products would fit on a kitchen table. Cook was bragging that Apple’s line is highly targeted and efficient.
Apple needs a revolution for accessories. The last one was launched by Steve Jobs in 2010. iPad. What revolution? Accessories. Sure, you can buy Apple-branded Lightning-to-USB cables, silicone and leather iPhone cases, an incredibly overpriced Smart Keyboard Folio for iPad Pro, and a growing line of accessories for iPhone.
Accessories? Yes. New product revolution? No.
Yes, CEO Tim Cook is the King of Accessories. Whereas co-founder Steve Jobs revolutionized more than half a dozen markets after he returned to Apple in 1997– iMac, Apple Stores, iTunes, iPod and iTunes Music Store, iPhone, iOS App Store, iPad, Mac App Store, etc.– Cook seems content to market accessories for iPhone.
Accessories; not revolutionary new products.
Beats Headphones, Apple Music, Apple Pay, Apple Watch, AirPods.
Did I miss one?
Apple needs to sell more products because customers want more Apple-branded products, and an external 5K Retina display or 4K Retina display is just one minor example. Apple is a hardware company and the three largest products at the end of 2018 are the same three products that brought in the most revenue and profits when Steve Jobs died in 2011. iPhone, Mac, and iPad.
Wait. Does not Apple sell a few dozen Watchbands? Yes. All accessories to iPhone. Does not Apple sell a leather case for Mac notebooks? Yes. Accessory, again. Cases? Apple has a few. Products that match iPhone, Mac, and iPad? They don’t exist. Keyboards? Mouse? Apple has them for the Mac and they are outlandishly priced. Accessories again.
Apple’s executives seem afraid to put the Apple logo onto anything except, 1) iPhone, Mac, and iPad, or, 2) accessories for iPhone, Mac, and iPad.
Where is Apple’s latest new product revolution? It appears as if Tim Cook’s Apple is coasting along and enjoying life among overpriced furnishings in the House that Jobs Built.