Apple Releases New 'What's a Computer?' iPad Pro Ad

[Zarniwoop]

Here's some fun for your boring moment (can't do it with an iPad btw):

Open this, pause it and mute it

Open this and pause it

Hit play simultaneously, and make the first video (Surface Pro 4) full screen. Enjoy the new Surface Pro 4 advertisement.

 

[Appleaker]

Apple doesn't need to kill it off in one-fell-swoop ... they can just milk it with existing models and let it die off on it's own ... just like the various iPod devices. We'll see.

I know if they were to kill it off, of course it wouldn't be all at once. They wouldn't update a load of them, then slowly remove some from the lineup over time. It's not going to happen in the next 5 years or even beyond that. Remember Apple themselves use Macs - They are not going to switch to iPads or Windows anytime soon and I doubt they will continue using the same hardware for 10 years.

 

[shaunp]

Because for starters Apple isn't going to just abruptly cut off 12 percent of their revenue stream. And macs are still very much needed for professionals and for Apple to make iOS software for iPhone which is a majority of their business. I cant believe I just had to explain that to you.........USE YOUR BRAIN PAL.

I don't think Apple will kill off the Mac, but I can see them reducing the product lines. A couple of different model of laptop and a couple of different iMacs, because apparently that's all we will need. Even if we are all wrong and they release an entire new Mac line up tomorrow that kicks the ass off the competition it's this wall of silence and totally unpredictable product updates that is unnerving for professional users. I've just bought a Dell laptop because Apple don't make one that has more than 16GB RAM and I can't wait any longer for an update. It's a ridiculous situation where their current high-end laptop offers little improvement over the one they introduced in 2012, and that their high-end desktop hasn't been upgraded in 3 years. I can't see how it is possible to base an IT strategy on Apple kit. As a small business I can't even sign an NDA so I can see what's coming and based my decisions on this. I just have to shut up and wait. This attitude might work for consumers but as a business user it's simply not good enough.

 

[otternonsense]

Because for starters Apple isn't going to just abruptly cut off 12 percent of their revenue stream. And macs are still very much needed for professionals and for Apple to make iOS software for iPhone which is a majority of their business. I cant believe I just had to explain that to you.........USE YOUR BRAIN PAL.

My brain is very amused to see you throwing a fit like an 8yr old dork from the Goonies, and the fact remains: Apple may not cut off the Mac directly, but they are indeed letting it fade into irrelevance by sheer lack of support and updates. I asked you if you have proof to expect updates soon, other than your so-called intuition. No?

But let that aside for a moment. Compare the financial results of Q3 '15 with Q3 '16. Apple has lost nearly a BILLION in Mac revenue. Did Cook & co. seem to bat an eyelash in the earnings call's transcript? Not particularly. In fact, he's flabbergasted with the growth of services. Moan and groan all you want, my inarticulate friend, it doesn't change the fact that THIS is what's Apple is turning into.

"macs are still very much needed for professionals"... no ****, captain obvious.

 

[tampageek]

Hmm..i forgot to consider about back to school stuff...that's a factor. Good point.

Your still better off with a MacBook Air 11'' for school. It's cheaper, more powerful, has ports, and can run more software than an iPad

 

[Easttime]

Two things puzzle me:
1. Lately I have been forced to use my 2010 MacBook with core duo, TB and USB 2 ports, an SSD and 16 GB RAM as my primary desktop in my office lately owing to loss of my 2011 iMac. This old MacBook is functioning surprisingly well for me. So I would be satisfied with not much higher level hardware. My iPad is fine for evening surfing and email, but not real work. It appears from the size of the Mac owner world that millions of others are similar. I'm waiting for the fall release.
2. If Apple is abandoning Macs, then why are they updating Mac OS?

 

[Pspressart]

What's a computer?

How about a device where you can actually purchase an e-book, download it, and start reading it. I don't know if they've since fixed the issue, but my wife had to give up on using her iPad as her primary machine because you could not buy an e-book through the Kindle app, nor through Amazon's web site using Safari. Instead, you had to get on a real computer and make the purchase, then you could download it from the cloud using the Kindle app.

As long as Apple plays games with people's expectations by taking an exorbitant cut from app content purchases made on these devices (making it infeasible for content providers to sell their content through their apps at a profit, leading them to completely disable the functionality), trying to portray these devices as desktop replacements is a joke.

I use Safari on my iPad Pro to purchase Kindle e-books all the time. In fact, I just finished purchasing four Kindle e-books

 

[Zarniwoop]

Of course Apple is not abandoning Mac. Their invest in Metal is no1 evidence, that there's a great big beautiful tomorrow for Macs. BUT, for me, it seems, that Metal is first step towards HSA... and that is the tech Apple will use to unite iOS and macOS products together. They run their OS's', but can be united as a one system (from user point of view).

 

[addicted44]

Two things puzzle me:
1. Lately I have been forced to use my 2010 MacBook with core duo, TB and USB 2 ports, an SSD and 16 GB RAM as my primary desktop in my office lately owing to loss of my 2011 iMac. This old MacBook is functioning surprisingly well for me. So I would be satisfied with not much higher level hardware. My iPad is fine for evening surfing and email, but not real work. It appears from the size of the Mac owner world that millions of others are similar. I'm waiting for the fall release.
2. If Apple is abandoning Macs, then why are they updating Mac OS?

Look at the page below:

http://www.apple.com/macos/sierra-preview/

How many of those features are Mac only? That is, they are not either features belatedly coming from iOS to Mac OS, and whose primary purpose is not to strengthen the iOS or watchOS ecosystem.

Siri: Belatedly brought over from iOS
Photos: Brought over from iOS. Updated to stay in sync with the iOS version
Apple Pay: Belatedly brought over from iOS
Auto Unlock with Apple Watch: Strengthen the watchOS ecosystem
Universal Clipboard: Strengthen the iOS eco system
iCloud Drive: Strengthen the iOS eco system
Optimized Storage: Independent feature (I believe)
Messages: Strengthen the iOS ecosystem
iTunes: Strengthen the iOS/Services ecosystem
Tabs: Independent
PiP: iOS feature (rather pointless on a mac, for that matter)

Apple is using the Mac as a way to sell more iOS and watchOS devices. The fact that I use a Mac is the primary reason why I still use an iPhone and haven't switched to Android. Apple is doing very little development that is actually geared towards mac users alone as is evident from the list of Sierra features above.

 

[amegicfox]

Tim is Apple's cancer

 

[Michael Goff]

Your still better off with a MacBook Air 11'' for school. It's cheaper, more powerful, has ports, and can run more software than an iPad

If you're going for the cheaper and more software argument? Get a Windows computer. It has more software and comes in cheaper options than any Mac.

 

[tampageek]

Of course Apple is not abandoning Mac. Their invest in Metal is no1 evidence, that there's a great big beautiful tomorrow for Macs. BUT, for me, it seems, that Metal is first step towards HSA... and that is the tech Apple will use to unite iOS and macOS products together. They run their OS's', but can be united as a one system (from user point of view).

They're not going to abandon it - they're going to turn it into a locked down iOS device. Disk utility has already been neutered, soon it will be gone. SIP/rootless neuters the hard drive - and Sierra blocks all downloads except from the App store. You don't need much more to read the Apple road map.

 

[Pspressart]

Ok, can I run my Linux virtual machine on it...? No
Can I run a Windows virtual machine on it...? No
Can I write code on it...? No
Can I install ruby on it...? No
Can I access the terminal...? No
Can I connect my Thunderbolt equipped audio interface to it...? No
Can I install my audio plugins or run my software instruments on it...? No
Can I run Logic Pro X on it...? No
Can I plug a Blu-ray drive into it...? No
Can I install handbrake on it...? No
Can I rip my films to iTunes format on it...? No
Can I plug my external hard-drive into it...? No
Can I plug my microSD card into it and edit my video in Final Cut Pro X...? No
Can I charge my USB device plugged into one of the ports...? No
Can I drive multiple displays with it...? No
Can I run Steam on it, to play my games...? No
Can I plug my game controller into it...? No

So, it's not a computer then is it Apple?

I remember the first computer I used in 1984. It could not do anything on your list, but it was a computer.

 

[a.gomez]

You mean a keyboard you can get away, but you need it all the time, because applications were designed for keyboards, and a useless touchscreen, because applications were designed for mouse input, and touch targets were too small, and none of the advantages like the battery life, noise, heat, mobile apps, etc? Together with the poorest keyboard in the world, and smallest and dinkyiest trackpad ever, and it's not even cheap, and the OS is disgusting, with failed updates that get the whole computer stuck when you need it, and forced updates!?

You can't even prop the iPad Pro up without the case - and it is a 1 position wobbling mess. Who cares about battery life if you cant do your job or that it is light If I still need to pack a 3.3lb laptop on a trip. Also, that is what the Active Stylus is for - for desktop level menu input. Once you also use it for Vector anchor points and photoshop blending/retouching you realize how crappy working with your fingers actually is (Why do you think Apple gave in and made one) iOS reliance on watered down Mobile Apps are the problem not a benefit.

Who pays 1,000 dollars on a so called computer that can only use mobile apps and Surf the web.
[doublepost=1470180623][/doublepost]

I wonder if at this point Apple is gonna start selling OS X for PCs?

The best possible result is probably to have Dells running OSX, because Apple clearly doesnt GAF about macs. The Mac lineup is embarrassingly bad at the moment.

That would be amazing!

 

[Col4bin]

Maybe if by "casual user" you mean email, web surfing, games. That would be my mom.

Otherwise the iPad is a companion, not an alternative to a laptop. I own a few iPads and a MBP. iPads excel against laptops for surfing the web on the sofa and playing games and reading books on a plane. But when it comes to writing, editing even short-ist videos, stacks of photos I find my laptop or iMac much more comfortable and less frustrating than if I did those tasks on an iPad w/ a mushy keyboard, no true multi-tasking, and a slow processor, especially for the latter two. Plus when I use my Macs I don't have to rely on the cloud or fear I'm going to gobble up all my storage.

Yeah, I agree with your sentiments 100%. Understood that the iPad is a companion device great for light users and all, and Apple needs to target light users with advertising to move inventory, but there is something to be said for simplicity of only owning a single computer that can do everything well and at a pro level.

 

[Appleaker]

My brain is very amused to see you throwing a fit like an 8yr old dork from the Goonies, and the fact remains: Apple may not cut off the Mac directly, but they are indeed letting it fade into irrelevance by sheer lack of support and updates. I asked you if you have proof to expect updates soon, other than your so-called intuition. No?

But let that aside for a moment. Compare the financial results of Q3 '15 with Q3 '16. Apple has lost nearly a BILLION in Mac revenue. Did Cook & co. seem to bat an eyelash in the earnings call's transcript? Not particularly. In fact, he's flabbergasted with the growth of services. Moan and groan all you want, my inarticulate friend, it doesn't change the fact that THIS is what's Apple is turning into.

"macs are still very much needed for professionals"... no ****, captain obvious.

That's because everybody is waiting for the new Macs, just like Watch sales apparently went down.

 

[twa440]

Mac Os and at least one USB port added (not used for charging), thats a computer. The Windoze guys were right, the iPad is a toy and not intuitive at all. Yes, I have one.

 

[Michael Goff]

I remember the first computer I used in 1984. It could not do anything on your list, but it was a computer.

Couldn't be. I'm told if a computer doesn't do certain things it isn't a computer. /s

 

[sourfeature]

A computer was probably used to make that advertisement video. Ironic much...

 

[DeepIn2U]

Wow, they hired the Microsoft ad team to dream up this steamy pile of

you all DO realize Apple has had this vision for decades right?
Does anyone actually remember the Apple Navigator concept?

^ notice that it's in the form of a book/tablet?!
[doublepost=1470185659][/doublepost]

Apple, we need proper filing system before i ever even consider getting rid my computer

Uggh.

The Filing system is antiquated - there is no need for it.
iOS Apps (core or 3rd party) take care of the common things for a File Manager:
Apps know WHICH files are useful to them:
Photos - collects and stores all the photos you take, are shared to you (from any medium) and store them in a centralized container with names/placeholders via an API that is accessible by other apps.
Music, same deal, etc etc.
The REAL benefit here is you don't even need to think to change a file name!
Siri and Spotlight quickly search what you're after regardless of which app created the content or accesses it the most recent/frequently.
Use the appropriate app to rename the file OR the iOS core system appropriates the file where we "humanly" use it.

The BENEFIT ... no 3rd party app has FULL control to the content we create, share, peruse and consume ... thus almost eliminating maleware, virii and similar follies of the 'file management based computing age. Imagine that ... no NEED to drill down a file system to locate a damn file or the NEED to "organize files" into an organizational structure which will change BASED on NEEDS at the time. How many of you work on a computer and CONSTANTLY (seasonally or based off work or habitually consistently change folder structure, folder names and content with beyond Music, Photos - I'll bet many of you continually create sub-folders in Photos more than you do Music though (considering we all use a jukebox-like application 'iTunes').

Consider EXACTLY why we use a file system on a PC and why that paradigm doesn't really work in a smartphone/tablet. Android uses it but just HOW often each day, week, month you REALLY need it in Android, PalmOS, S60/UIQ? Notice the order there ... it's on purpose cause the older the OS (and I mean "WebOS" when talking PalmOS here) the growing need to access a file system deminished.
[doublepost=1470186142][/doublepost]

"What's a computer?"

It's not a mirror.

LMAO!!! It drives me batty to see some female use her phone as such I feel like a huge back of the head kneckbok coming on, but I keep it controlled in thought.
[doublepost=1470186508][/doublepost]

Lol... Just done that exact thing!!

Still a HUGE use for a computer!

Interesting Apple is NOT working hard enough to resolve these issues before moving further.
[doublepost=1470187161][/doublepost]

My computers can run Logic Pro & Ableton Live.

you DO realize you can compose - professionally on an iPad right!? You don't need Logic Pro but you CAN use VST's. This has been readily available for little more than 2 years now. Oh and like someone else said ... where are you masterpieces.

 

[Xiroteus]

"What else can it do?"

Use an Micro SD card? That would be great!

Aside from that and a couple other things it does look like a cool device.

 

[DeepIn2U]

Instead of killing off the stupid iPad, which is just a big iPod touch, they continue to "innovate" this crap when they should be pouring all of their efforts into real computers: the Mac—which, let's be honest, has barely been a computer ever since Microsoft released the Surface and Windows 8.

I'm afraid to admit it, but have to nonetheless. The Mac is now just a relic. Such a shame. It symbolizes a happier time where REAL computers were for REAL people.

Let me correct that sentence in bold.

The Mac ceased to being a Mac when:
Bertrand left Apple,
When Apple appointed a replacement to the iOS team and raised said person to be head of OSX development and oversight ....
When Mac OS X's features or macOS Sierra now became more of a GUI overlay of beautifying the "experience" instead of bringing REAL power to the system!

THAT is when the Mac died ... and it's been a long slow death for years!
[doublepost=1470188318][/doublepost]

Sadly, unless Apple has some hidden gems coming up, they are abandoning the TRUE "pro" market in favor of mass consumption of average products component wise. Business wise it makes sense. Why spend R&D dollars on innovation when the masses don't care about having the latest specs? Apple fanboys are not the masses therefore they get no respect I tell ya!

Ahem ... you mean it "why spend R&D dollars on innovation when we have an Apple Campus 2 being built amongst sky rising costs every month totaling more than $4 billion dollars?! Hell no"

 

[Stella]

I remember the first computer I used in 1984. It could not do anything on your list, but it was a computer.

It probably wasn't a computer.

Are you sure it wasn't a fisher price kids toy?

Pretty much all of computers in 1984 had BASIC. Therefore programmable.

Likewise a joystick - aka game controller.

 

[DeepIn2U]

• Is there Time Machine for iPad Pro? A: It's called iCloud; limited by non-purchased cloud storage space.
• Where can I plug my USB-drive? A: in your wi-fi router, a Samsung-USB-WiFi Drive or in the USB adapter.
• Cursor keys... where are the cursor keys? A: Touch is your modern curser.
• Do I have to wipe my computers screen with a cloth every ten minutes? A: No on your PC you'll need to scan for Virii/Maleware/etc in about 3x that time though
• Will it work with my scanner / HD camcorder from 2012 / my non-Apple phone? A: AIO Wi-Fi Scanner yes. HD Camcorder form 2012 ... is this a High-End HD Cam better than the camera/software combo on any recent smartphone since 2015? Non-Apple Phone - plenty of FREE File Sharing apps that work!
• How do I play Starcraft 2 with it? A: I thought that was available in the browser, I honestly no joke want to play that game BUT is it not available in Safari?!
• Xcode? Where's my Xcode? A: BINGO a REAL argument!!!!
• Dual screen? No, I don't want mirrored screen, I want extended screen... A: Interesting idea ... is this not available on new AppleTV or ?
• Can I run my Parallels VM's on iPad Pro? No, I mean, this is a computer replacement, right, so I can't use another as a host computer.... A: No ... you can't BUT why not have a host computer as a cloud service and then RDP into it? You're grasping at limitations yet not seeing other alternatives. PC Crashes ... you need to rebuilt BOTH OS' ... but replace the iPad download the app and done!
• My company is using Java based ERP system running on a browser... oh, not supported... bummer. A: Download another browser (Chrome/FireFox/etc) actually more than likely that ERP system has an iOS compatible app.
• How do you join this to Windows AD? A: VMWare, other MDM/EMM solutions .. . due they had this since 2013 where the hell have you been!?
• ETC...

I've shout down all but 2 questions, and 1 as a draw or consideration via an alternative. You need to be better with your argument here

 

[jonnyb098]

My brain is very amused to see you throwing a fit like an 8yr old dork from the Goonies, and the fact remains: Apple may not cut off the Mac directly, but they are indeed letting it fade into irrelevance by sheer lack of support and updates. I asked you if you have proof to expect updates soon, other than your so-called intuition. No?

But let that aside for a moment. Compare the financial results of Q3 '15 with Q3 '16. Apple has lost nearly a BILLION in Mac revenue. Did Cook & co. seem to bat an eyelash in the earnings call's transcript? Not particularly. In fact, he's flabbergasted with the growth of services. Moan and groan all you want, my inarticulate friend, it doesn't change the fact that THIS is what's Apple is turning into.

"macs are still very much needed for professionals"... no ****, captain obvious.

MY brain is amused to see you thinking it's the end of the Mac computing era because a few extra months will go by before they do major updates to the product line.....much like people think a few rogue terrorist attacks means the country will be gone soon. But I digress. It has little to do with intuition rather than logic. Something you're clearly lacking in your entire argument of THE SKY IS FALLING MACS HAVENT BEEN UPDATED YET COMPUTERS ARE DEAD!!!!! WAHHHHHHHHHHH! Much like people thought Apple was ignoring the iPad 9.7 inch and then BAM. An iPad Pro 9.7.