Apple Says The Mac Pro Is Not Dead

In an attempt to communicate directly to its (disgruntled of late) long-term corps of Pro users, Apple chose to relay the news with Mac blog Daring Fireball and other Apple-friendly media outlets.

The spec-bumped older iteration of the Mac Pro that is being released today costs $2,999 and this will get you a 6-core Intel Xeon processor, dual AMD FirePro D500 GPUs and 16GB of memory, and for $3,999, you will now get an 8-core processor and dual D700 GPUs.

Unfortunately, although the internals have been modified, Apple has chosen not to update the connectivity options, saving UBC and thunderbolt 3 tech for next year's "complete rethink". The Mac Pro, redesigned and launched in 2013, has continued to gather dust over the years with no updates whatsoever - until now. Apple's attempts to pitch the iPad Pro as a device for professionals may also have impacted Mac sales.

During an equally rare roundtable interview with members of the press, Apple's senior vice president of Software Engineer, Craig Federighi, said: "We designed ourselves into a bit of a thermal corner, if you will.[and] it became fairly hard to adjust [to allow for more powerful processors emitting more heat]".

He admitted that the firm "designed ourselves into a bit of a corner, adding: "We wanted to do something bold and different".

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The second would be to bite the bullet and tell the world what your plans are, even though it's your decades-long tradition - a fundamental part of the company's culture - to let actual shipping products, not promises of future products, tell your story.

However, Apple has now said it may have restricted itself in the way it designed the Pro, limiting what it could ever do to replace the machine.

The 5K iMac has been making inroads into professional video production as an alternative to the Mac Pro. - Apple is also updating the existing Mac Pro today - and will be making new Apple Displays to go with next year's model, along with new pro-focused iMacs. "We think it's really important to create something great for our pro customers who want a Mac Pro modular system, and that'll take longer than this year to do", Schiller said.

The situation was bad enough that AAPL staged this event to assure everyone that it hasn't abandoned the Mac or its professional users. According to him, Cook's company divulged there is now a "completely rethought" Mac Pro in the works, and this one will come with a modular design.

The problem Apple is facing right now is that many of its customers have lost faith in the company's pro-level computer strategy and feel abandoned. He said that they are designing the new iMac and pro display based on the customer feedback. But Schiller did say the new iMacs won't have any sort of touchscreen. In the meantime, if anyone desperately needs a Mac Pro, they will have to settle for the current model, which Apple has listed at $2999.


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