I have to disagree - Apple is spending money on R&D, but hardly on components . The customer pays for those .
Customers don't pay Intel. After they have paid Apple for their Mac it is Apple's money; not the customers. Umpa Lumpas don't produce the money that pays for Apple R&D either. Short of the couple $100M or so Apple gets on interest on their cash hoard, that was all
formerly customer money too.
With Thunderbolt deployed across the entire Mac line up, then when a Mac is bought money is going to Intel. Not just for the CPU and chipset but for TB also. Just like now with iWork bundled every Mac bought, every Mac purchases contributes to iWork . Something for the rest of the apps bundled with the OS and the OS itself.
That's changing only now, a few years after TB's introduction ; how many MacBook and iMac owners might have gone further than TB dongles and display adapters to use their TB ports ?
In terms of revenue Intel received for TB controllers, that really is immaterial. It has been paid. How many customers have opened TextEdit or the calculator app ? Bundled things that were paid for too.
That's not a clientele spending a premium on technology which yet has to proof its benefits, and justify its pricing .
$10 is a premium? More than likely Mac customers have contributed several multiples of that to just making Apple cash pile taller. Taller just to be taller.
There are laptop uses who never plug anything into their socket for an external monitor but may use some other feature more heavily. There are other users that use the external monitor all the time and never use that other users feature thing. Both pay for the bundled and both get the bundle slightly cheaper.
With Apple approach to minimalistic sockets Thunderbolt doesn't really cost much in terms of edge space if don't use it as Thunderbolt. Some form of video out was likely going to there because it is useful for a sizable enough subset of the population. Thunderbolt piggybacks on that to
expand the set of users who can get added value out of that socket.
Apple hasn't really pushed TB until now, I think , and I don't understand their approach .
They don't do peripherals, and certainly don't want to support them across platforms, but how else could Apple widen the appeal of TB ?
Haven't pushed it? The chart that includes ExpressCard being stomped by Thunderbolt isn't sprinkled around Apple's website? Widen appeal? A customer base of 20M host system devices to sell into. Peripherals tend to get trapped in a "chicken or the egg" dilemma. Peripheral vendors don't want to do product until there is someone to sell to ( the peripheral usually can't work by itself and at least has to connect sometimes. ) and the system vendors don't want to jump in with both feet until there are devices.
Apples only does a very limited set of peripherals. That isn't specific to Thunderbolt. USB devices? Highly limited. Displays? None unless you count the Thunderbolt docking station display. Printers? none. etc. If these peripherals connect with standard connectors that it is 3rd party issue to make work on both OS X and Windows ( and Linux and ... whatever else). Apple's position is to set up the ecosystem. Not occupy all of the roles.
How could Apple widen TB appeal?
1. They could have gotten the bugs out of their system software faster. Part of the hang up with stuff that straddle between OS X , driver work of Apple, and driver work of 3rd parties. Apple isn't totally at fault but they certainly were a participant. ( This is part of Apple's chronic ''we didn't have enough developer resources to work on that" issue that is largely because they don't develop and hire the talent they need. )
2. Apple doesn't necessarly have to make the peripherals but it wouldn't hurt to do some relatively minor (for them) speculative investment in jumpstarting some 3rd parties. Apple will buy equipment so that some Chinese manufacturer can pump out units with low wage workers but do almost nothing to defray capital costs to doing the R&D to get a new TB device off the ground. Apple has have to had some ideas about what they perhaps do with TB devices that got rejected. Find a vendor who think might be more interested and generally ask what they are thinking of doing with TB. If there is a match throw some kickstarter money on it ( as loan , equity investment , etc. ). Just don't stare at the giant stack of money. Put a very small amount of it to work to work on something other than hedge fund hocus pocus. Sure some of those products might go bust and might loose some of the money, but frankly that money would be better spent on that than on lining Carl Ichan's pockets.
3. Apple has to lean on Intel to make sure they are opening access to vendors at a reasonable rate. They should just sit down with Intel to haggle over volume TB controller prices or request new TB features. Apple should be evaluating Intel's stewardship of Thunderbolt and making it clear that is an Apple concern. Right now things are highly skewed. Nobody but Apple buys at the same level of volumes. I'd bet even if aggregated the next 4 volume purchasers, that group doesn't buy at Apple volume levels either.
As for pricing (sorry, dead horse), where is the point in introducing a data transfer technology that is much more expensive than FW, eSATA and USB, and make its use quasi mandatory even for mainstream MP owners ?
Because it is faster with lower latencies and can travel longer distances over reasonable expensive fiber. Why introduce PCIe SSDs when there are standard 2.5" SATA drives that are SSDs. Why develop Infiniband whether there is Ethernet. Different tools for different jobs.
It isn't necessarily a 'killer' of any of those. However, FW has hit a brick wall adoption. Essentially it is completely stagnant in general the PC market and in most of the electronic device market. eSATA is only good for doing SATA stuff. It can only get faster as SATA gets faster. USB is still trying to unwind from a legacy pf being attached to glitchy latency problems , overhead issue as increase throughput , and saddled with the inertia of all of the deployed legacy devices.
Thunderbolt does more and costs more. None of those other protocols are universally useful either.
Let's face it, the nMP only makes sense if one embraces TB - performance critical data has to go external,
So some groups of folks it already is external. It is not a "push" at all. It is actually following where those folks have been going over the last several years.
And there would be a non performance critical storage device in Mac Pro if Apple though that all performance critical data had to go external. It isn't.
Bulk data is certainly external. Relatively reasonable sized fast data isn't.
That multibay HDD enclosure will need to be well away from the desk, else the fan will drive you bonkers - that's 200+ bucks for the cable alone .
Not necessarily. The previous Mac Pros had 5-6 (or more ) fans and it didn't need a 200 cable to put distance between it and most users. Are there some noisy implementations out there now? Yes but there is not particular to Thunderbolt that is making them noisy.
I understand external storage, mine is external .
But why should I pay top money just to have a scratch disk and a project files disk ?
If those are "top money" storage devices (plural) there is typically a difference with Thunderbolt over FW , USB , and mainstream eSATA.
Either can aggregated several 'mainstream' performance data streams or can target a small, but significantly faster set of devices whose steams aggregate to higher amount. For both of those increased performance that TB delivers has value. If performance doesn't matter then one of the cheaper solutions will suffice. Neither group is good for every problem.