DNA. Deoxyribonucleic acid. The stuff we’re made of. Apple’s executives claim the company has DNA. Maybe so, maybe not, but few can deny that Apple has always walked to the beat of a different drummer. Few people outside of Apple know the company as well as Apple should know itself, but it’s not in the company’s DNA to do anything different than what executives think it should do.
That may help to explain why Apple seems intent upon abandoning the so-called professional, despite having the word Pro in a couple of product lines. Mac Pro. MacBook Pro. iPad Pro. The problem with Apple’s inattention to professionals goes beyond hubris because what defines a professional varies by perspective and profession.
1. relating to or connected with a profession.
“young professional people”
synonyms: white-collar, nonmanual
“people in professional occupations”
2. (of a person) engaged in a specified activity as one’s main paid occupation rather than as a pastime.
“a professional boxer”
synonyms: paid, salaried
“a professional rugby player”
noun: professional; plural noun: professionals
1.a person engaged or qualified in a profession.
“professionals such as lawyers and surveyors”
synonyms: white-collar worker, office worker
“affluent young professionals”
See the problem? If you’re a writer or reporter then you can make a living with an entry-level MacBook, so that device is a professional tool. If you’re a developer or videographer you may want a Mac that can be tricked out with buckets of RAM and storage– well beyond that of a high end iMac or MacBook Pro.
Many of Apple’s customers who use a Mac to make a living will tell you that an iPad Pro isn’t a Mac, therefore, is not as capable, and definitely not for professionals; except when an iPad Pro is used to make a living. Then it is professional.
See the problem?
Professional level Macs or iPads are more an issue of how they’re used than the hardware components that make up the whole. I have a number of friends who make a good living with their Macs– iMacs loaded to the gills, Mac Pros tricked out to the max (including credit card balances), MacBook Pros and MacBooks– all used in a professional capacity, but each model different in where it fits into a professional setting.
Apple may hear the cries of those who demand better hardware with more capability, but how can you argue with the basic fact that the Mac is selling at record numbers, so maybe Apple knows something about the market place that critics do not.
Despite the DNA, despite the market issues that Apple may understand and we mere Apple watchers do not, appearances matter. Apple’s Mac Pro was introduced almost four years ago and has yet to receive a single upgrade in hardware components, added capabilities other than macOS Sierra, or even a price drop. Seriously. That’s sinful. Surely Apple’s executives have reasons, but four years? At the other end of the scale is the diminutive Mac mini, last updated nearly three years ago, and it wasn’t so much of an update as it was a downgrade. Apple made the Mac mini less powerful for the same money (which explains why older Mac minis do well on eBaby).
What’s with that, Apple?
Historically, Apple’s products generated user emotions in ways their Windows and Android counterparts did not. That is changing. And not for the better. Apple’s executives may march the company to a different drummer and hear a different tune, but a growing number of the company’s customers hear a different tune coming from Apple, and it’s not always on key.