Apple’s executives are Mac users so they must even more knowledgable about what’s going on in the personal computer world. Mac sales, though flat for a few years, are still at record levels and Apple seems close to getting the entire line updated and refreshed with new components.
There remains an issue with the so-called new Mac Pro; the one Apple talked about two years ago that would replace the aging Mac Pro trash can but hasn’t been seen or talked about since. Apple has a few other issues that need resolution for the Mac to continue to lead the PC world.
What are they?
First on my list is the problem with Intel Inside. Apple shocked the PC world by switching to Intel from PowerPC CPUs, but that only helped Mac sales to grow by putting the company’s famous PC on equal footing with the best of Intel and Windows PCs.
Apple designs the CPUs in iPhone and iPad, and benchmarks show they are more capable than about 90-percent of all Windows PC notebooks sold on planet earth.
That means it’s time for a Mac with an Apple CPU inside instead of Intel. Yes, that’s a no-brainer, but which Macs? The upcoming Mac Pro? Or, the aging MacBook? Whichever Mac is chosen to run Apple’s own CPUs inside must be price competitive with PC notebooks and performance competitive, too.
In all fairness, that will be easy because entry-level PCs have performance issues. What if Apple put its own CPU design into a modular Mac Pro model that outperformed the best of Intel?
Wait and see.
Second on my list is macOS and Marzipan. Recent versions of macOS perform well for me and my co-workers who are into Photoshop and Premiere, Final Cut Pro and other applications which require higher performance platforms. Yet, few can deny that macOS has been dumbed down somewhat to make it more palatable for the iPhone and iPad halo effect which brings in new customers who owned Apple’s iOS handheld devices and want the Mac to be familiar.
Think Launchpad on the Mac. Yes, dumbed down is the correct term.
Marzipan is Apple’s latest project to make it easier for developers to move their iOS apps– which number nearly 2-million– to macOS. Yes, so far, most of the Marzipan-based apps I’ve seen to date are, well, there is no easy way to say it– dumbed down. The Mac already has a few of these apps in macOS Mojave.
- Voice Memos
- Apple News
Yes, those Marzipan apps are usable, but they are decidedly not Mac-like. I’ll give Apple some slack on this because Marzipan is an ongoing project and we’re sure to see more development capability at WWDC next week.
Finally, it is time for Apple to use some courage again. Personal computers haven’t changed much in 20 years. The iMac sits on a desk and doesn’t move around much. Mac notebooks look just like Windows PC notebooks or Chromebooks. Executive courage would bring Retina 5K or 6K displays, or even a foldable Mac notebook with a programmable digital keyboard with built-in haptics to make it feel real.
The Mac isn’t dead and Apple is still a hardware company, but the rest of the world builds good hardware, too, and Apple isn’t leading designs the way it once did.