Apple is committed to desktop computers, assures CEO Tim Cook

By Karthekayan Iyer | Published on 20 Dec 2016

Mac Pro and iMac fans, Apple has new toys in-store for you

Apple is committed to desktop computers, assures CEO Tim Cook

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Apple is working on new desktop computers that will replace its existing lineup which have aged over time. The company CEO Tim Cook has reassured company's commitment towards desktop computers. In a posting to an employee message board, Cook wrote, "Some folks in the media have raised the question about whether we’re committed to desktops. If there’s any doubt about that with our teams, let me be very clear: we have great desktops in our roadmap. Nobody should worry about that."

Apple recently introduced new range of MacBook Pro with Touch Bar and upgrades to hardware making pro users wonder whether the company is neglecting desktop computers. Cook's internal statement does suggest that he doesn't want consumers to lose confidence and Mac is definitey not dying, reports TechCrunch.

Apple's MacBook refreshes has far outpaced iMac, Mac mini and the Mac Pro, which the desktop machines turning nearly three years old. It is also worth noting that computer sales have slowed down significantly in the past and for Apple, MacBook sales generate more revenue than their desktop alternatives.

The argument in the favour of Mac desktop is that they offer high performance processors, large screens, ample amount of storage and access to greater variety of I/O. Apple Mac Pro, the cylindrical pro machine has been the go to device for most pro users and they feel neglected with these slow updates. If you are an Apple desktop user and have been feeling left out lately then you have some new Apple machines to look forward to.

Apple CEO also reflected on what is Apple's biggest differentiator by callinmg people and culture are its foundation. Cook was responding to the question, "What do you consider to be Apple’s biggest differentiator, and what can employees do to foster and advance those efforts?"

“Our greatest differentiator is our culture and our people. They are the foundation by which everything else comes about. Without great people and a great environment that people can live in, we wouldn’t have intellectual property. We wouldn’t have the best products. We wouldn’t have the inventions or features I mentioned earlier,” Cook responds.

Under CEO Tim Cook, Apple has adhered to market demands rather than delivering a game-changing product. Apple Watch, first product from Cook has failed to fuel industry adoption like iPhone or iPad. Apple CEO Tim Cook still sees a scope for introduction of a new game-changing device - one that can set the industry standard and believes only Apple can get there.

Karthekayan Iyer

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