Tim Cook's Email and What it Really Means

[24Frames]

Here is the email confirmed as being from Tim Cook by Apple PR.

"Franz,

Thanks for your email. Our Pro customers like you are really important to us. Although we didn’t have a chance to talk about a new Mac Pro at today’s event, don’t worry as we’re working on something really great for later next year. We also updated the current model today.

We’ve been continuing to update Final Cut Pro X with revolutionary pro features like industry leading multi-cam support and we just updated Aperture with incredible new image adjustment features.

We also announced a MacBook Pro with a Retina Display that is a great solution for many pros.

Tim"


Read his email VERY carefully. No where in the email does Tim Cook say that there will be a new Mac Pro next year. The only thing he says about next year is that "we're working on something really great for next year".

This could be just about anything, from a new Mac Pro to an online Cloud Computing service for creative professionals. But it definitely is NOT a confirmation that there will be a new Mac Pro next year. In fact it almost seems to me to be the reverse.

He very much steers people towards existing products and provides assurance that Apple's Pro customers are of importance to them.

 

[amarcus]

Your right, that's why many people have assumed that he's not talking about simply an "updated" Mac Pro but a fully redesigned Mac Pro (or equivilant).

 

[adildacoolset]

the subject of the sentence was on the mac pro. I think he does mean the mac pro.

 

[50548]

No, it finally means the fabled xMac...mark my words.

 

[tomvos]

I agree. I don’t expect a new Mac Pro.

I fear that Apple — in their usual tradition — ignores the demands of the professional users, because all users are stupid by their definition and only Apple knows, what a professional really needs, right?

So we will get a new … let’s call it Mac2013 which will polarize the users. For some of us it will be the Mac Pro we always wanted, while the rest will only say “Why?” in eternal confusion.


My personal opinion on this matter will be that the new Mac2013 will suck. Because I like to have a decent GPU in my Mac, something Apple has constantly failed to deliver during the last decade.

 

[24Frames]

The email is very unclear. Take the phrase "out Pro customers", does that mean Mac Pro customers or professional users?

The interesting bit is that later in the paragraph he say "later next year", I've heard the expression "later this year" many times, it is the first time I have ever heard the expression "later next year". In fact I even wonder if he first wrote "later this year" and then changed it in case everyone decided to wait and nobody bought the update!

Also a great new product for Pro users could be a retina iMac, a new Mac Pro, a new Cloud service, or something I haven't thought of.

In terms of GPU, well then it gets interesting, because the NVidia Quadro and AMD FirePro are now quite long in the tooth and by next year they will have been updated with the technology now going into the NVidia GTX 600 series and AMD Radeon 7000 series. Would Apple abandon consumer cards in a successor to the Mac Pro? All I can say is I would be delighted if they did.

 

[Apple Corps]

24Frames - your thinking is why I finally ordered a new hexcore MP yesterday - not sure what Apple will be doing on the MP later next year or whenever. As I mentioned in an earlier post - glad to be off the MP redesign merry go round.

The email is waaaay vague to me.

 

[adildacoolset]

No, it finally means the fabled xMac...mark my words.

will you stop it with your xMac fantasies!

 

[fastlanephil]

Also Apple originally included a later 2013 iMac release but apparently back tracked on it. It sounds like a 2012 iMac refresh is in the works but 2013 could be interesting.

I'm thinking Apple may possibly be planning to consolidate the technology of Mac Pro, the iMac and the Mac Mini into one scalable desktop computer.

Just a wild guess.

 

[ProBill]

Also Apple originally included a later 2013 iMac release but apparently back tracked on it. It sounds like a 2012 iMac refresh is in the works but 2013 could be interesting.

I'm thinking Apple may possibly be planning to consolidate the technology from of Mac Pro, the iMac and the Mac Mini into one scalable desktop computer.

Just a wild guess.

The scalable/modular idea is interesting but then again a potential for a mess. It would likely have these effects: 1) move the internal communications to external (thunderbolt would help); 2) require multiple power supplies (one for each "module", possibly less energy efficient overall as a result); 3) more likely to employ cheesier/cheaper/noisier fans (Mac Mini, for example); 4) employ less standardization (for example graphics card module? hard drive module? I/O module?); 5) in the end, more expensive due to less integration. For Apple, they minimize the customization in the box (tower) but then they have to keep track of more and different product items.

 

[thekev]

I agree. I don’t expect a new Mac Pro.

I fear that Apple — in their usual tradition — ignores the demands of the professional users, because all users are stupid by their definition and only Apple knows, what a professional really needs, right?

So we will get a new … let’s call it Mac2013 which will polarize the users. For some of us it will be the Mac Pro we always wanted, while the rest will only say “Why?” in eternal confusion.


My personal opinion on this matter will be that the new Mac2013 will suck. Because I like to have a decent GPU in my Mac, something Apple has constantly failed to deliver during the last decade.

I don't think anyone is tied to the mac pro. I think they just want something that functions equally to an up to date mac pro, meaning doesn't run at throttling temperatures, decent gpu options, extra storage, strong ram and cpu options. I hope they don't go the stupid soldered direction on cpus with the mac pros as well. Socketing isn't just there for upgrades. It makes repairs feasible on expensive equipment. Imagine repairing a top spec 12 core where the cpus must be replaced with the board. That board would cost thousands in itself. Even if you've got Applecare on it, someone will be using it beyond that three year mark, even if it's not the original owner. There are also special use cases where a machine must be archived to run an older OS version.

will you stop it with your xMac fantasies!

I almost think that any mockups of a potential xmac should be accompanied by porno music. It shouldn't be too cliche since this is Apple and they like to be different. Perhaps saxophone?

 

[theSeb]

I would say the confirmation from Apple PR about the new Mac Pro after this email says it all.

 

[Neodym]

I hope they don't go the stupid soldered direction on cpus with the mac pros as well. Socketing isn't just there for upgrades. It makes repairs feasible on expensive equipment. Imagine repairing a top spec 12 core where the cpus must be replaced with the board. [...] Even if you've got Applecare on it, someone will be using it beyond that three year mark, even if it's not the original owner. There are also special use cases where a machine must be archived to run an older OS version.

Modern CPU's hardly ever fail anymore, as they have throttling and emergency shutdown in case of possible overheating (e.g. system fan fail). Therefore soldering them to the board would rather eliminate a few possible points of failure inherent in a socket mechanic - especially for machines archived for years to come (think of pin corrosion, increased contact resistance, mechanical fatigue (right word?) etc.).

Granted - diy upgrades for 2nd-hand owners may become more difficult under such conditions, but are still possible with the right equipment. Perhaps some repair centers would specialize and offer services such as CPU swapping (similar to the battery swap offers available these days for iPhones). You simply need some experience and dedicated soldering equipment...

That board would cost thousands in itself.

The current MacPro has the CPU's on separate PCB trays, which don't cost as much as the whole motherboard. Therefore for future diy projects maybe you just purchase another CPU module instead of a raw CPU you have to swap manually into the board (Intel did something similar back in the Pentium II days...) - would make it even simpler to upgrade than today

 

[deconstruct60]

I would say the confirmation from Apple PR about the new Mac Pro after this email says it all.

+1 Hits the nail on the head. The simple explanation is that Tim Cook is trying very hard not to lock down a specific product to a specific future time is because it is against long standing Apple policy to do so. He is dancing on a pin to try to get the info out and while sticking to the rules. [ Jobs would do the same thing with fewer words. He'd only some 'don't worry we are working on something great' ]

I don't even understand why someone would post the header of this thread after Macrumors posted this thread almost 4 days ago .... [emphasis mine below ]


https://forums.macrumors.com/threads/1385284/

"... Update: Apple PR has reached out and clarified that only the Mac Pro is expected to be next updated in 2013. The company had no comment about the iMac, which perhaps means that the iMac could see updates earlier than next year. It has been 406 days since the iMac last received an update, significantly longer than the traditional iMac update interval. ..."

[ Even the above is still kind of goofy phrased as it is extremely likely at all Macs product lines will updated in 2013. The Mac Pro only one with big doubts. ]


Apple tried to 'hint' they were still working on a Mac Pro product line by doing minimal "do anything , do something" upgrade. That was totally misread by most.

So Apple tried to 'hint' they were working on something for 2013 (i.e., something for Mac Pro). Many people misread that as the whole desktop line up was frozen till 2013. The iMac and mini folks joined the upset folks for no good reason at all.

So Apple PR finally had to break all the rules and pre announce a product for next year. Good luck with the 6 month long Osborne Effect that is going to have. It was going to be there anyway, but there will be even more hold outs through November/December now. Mac rumors slapped up a "don't buy" instead of a much more reasonable "buy only if you have to" label in the buyers guide. Rigidly don't buy for at least 7 months even though Apple has explicitly told you nothing is going to happen for those 7 months? That doesn't even begin make any sense.


That is not to say the Mac Pro might not radically change. The MBP hiDPI model is substantive re-imaging of the the product. Apple could substantially re-image the Mac Pro from the ground up. And no it wouldn't likely be an xMac.

 

[akadmon]

Expect iMac and Mac Pro to be merged. No more 21" iMac, no more Mac Pro as we know it. Just 32" retina iMac Pro with a breakout Thunderbolt box, $3999 and up.

 

[thekev]

Modern CPU's hardly ever fail anymore, as they have throttling and emergency shutdown in case of possible overheating (e.g. system fan fail). Therefore soldering them to the board would rather eliminate a few possible points of failure inherent in a socket mechanic - especially for machines archived for years to come (think of pin corrosion, increased contact resistance, mechanical fatigue (right word?) etc.).

The second part of your statement suggests you know what I meant. I just didn't want to see $600-1200 cpus soldered in to the point where they'd have to replace them in the event of logic board failure. I wasn't suggesting the cpus were a common point of failure. That practically never happens unless you're going for major overclocking. There are plenty of people on here who know more than me, but I'm not computer illiterate . I just don't want to see a day where repairs are never worth it once out of warranty. I can live with cpus that are difficult to upgrade as long as it's still repairable and a strong configuration. I don't like to constantly sink $3k or more on a tower. I use a lot of equipment, so I'm careful on every purchase.

 

[theSeb]

Expect iMac and Mac Pro to be merged. No more 21" iMac, no more Mac Pro as we know it. Just 32" retina iMac Pro with a breakout Thunderbolt box, $3999 and up.

I don't think that will happen. There will still be iMacs at the normal price points. Apple sells about 1.2 million desktops a year and most of those are iMacs. They are not going to kill that revenue stream.

 

[Buffsteria]

With all this fiasco regarding the Mac Pro...I know this sounds crazy but I'm really wondering if I should get a PowerMac G5 now. I had one and left it at my parents home years ago but it was the best computer I've ever owned. I haven't enjoyed Mac OS ever since Macs became PCs with the Apple logo on it.

I wouldn't be able to run Maya 2012 but it would still run Maya 8.5 which was my favourite version.

 

[Danoc]

 

[NutsNGum]

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Sold!

 

[theSeb]

With all this fiasco regarding the Mac Pro...I know this sounds crazy but I'm really wondering if I should get a PowerMac G5 now. I had one and left it at my parents home years ago but it was the best computer I've ever owned. I haven't enjoyed Mac OS ever since Macs became PCs with the Apple logo on it.

I wouldn't be able to run Maya 2012 but it would still run Maya 8.5 which was my favourite version.

You should totally get it. I am going to try and get an old 286 AT with a turbo button (8 MHz and 16 MHz on turbo mode) like I used to have and run MS-DOS 6.22 and PC Tools. That was the best.

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I wouldn't want the Mac Pro to disappear, but I can't see something like that not selling well if Apple introduced it today. The cannibalisation argument is moot, in my opinion.

 

[Neodym]

Sold!

Those have indeed been available handmade in small numbers by some Japanese guy (iirc). The housing contains a Cube (without its acrylic shell) and has been one of the most liked Cube mods amongst Cube fans that I'm aware of...

 

[fastlanephil]

The scalable/modular idea is interesting but then again a potential for a mess. It would likely have these effects: 1) move the internal communications to external (thunderbolt would help); 2) require multiple power supplies (one for each "module", possibly less energy efficient overall as a result); 3) more likely to employ cheesier/cheaper/noisier fans (Mac Mini, for example); 4) employ less standardization (for example graphics card module? hard drive module? I/O module?); 5) in the end, more expensive due to less integration. For Apple, they minimize the customization in the box (tower) but then they have to keep track of more and different product items.

What you're describing doesn't sound very eloquent does it.

It looks like Apple will have it's work cut out for it to pull something like this off. Break through technology and design will be needed.

Maybe the Mac Mini will just get a another refresh.

 

[ProBill]

What you're describing doesn't sound very eloquent does it.

It looks like Apple will have it's work cut out for it to pull something like this off. Break through technology and design will be needed.

Maybe the Mac Mini will just get a another refresh.

Not elegant and not eloquent, as you said.

At first I thought that a scalable design would allow the diverse community to tailor to its needs - from minimum/simple ("Mini") to tricked out ("Pro" max), but really the current Pro and separate Mini seem to be able to make that happen. The iMac covers everything else. I guess we will have to wait and see what Tim Cook meant.

 

[goMac]

Didn't we already have this discussion? From another email:

Although the Mac Pro has been selling to a smaller audience (as you noted) , financial projections have never been the filter for determining our product pipeline. So stay tuned. We are planning a new Mac Pro for later next year.

So yes, he did say the Mac Pro would be updated.

I don't think that means anything at all though. It could be a 16 core tower in the same form factor. It could be a 32 core tower. It could be an upgraded Mac Mini.

It's just a name. Trying to speculate on what that means is a waste of time at this point.

I would bet heavy against a cloud service. Apple isn't spending all this time moving people to SDDs and high bandwidth memory, along with extremely resource heavy new versions of pro apps, just to put pros on the cloud. That sort of theory doesn't make any sense at all. Whatever they do, it's going to be hardware at your desk, especially given Cook's email above.