Apple’s Mac product lineup could be a thing of the past

Cupertino is increasingly focusing on iOS products be it software or hardware while its Mac lineup is being put on the back burner.

In 2016 Apple released only one substantial update to its entire lineup of Mac computers. To make matters worse even that one update turned out to be hugely controversial.

For outsiders observers it would appear that Macs are not more a priority at Apple. A reliable report from Mark Gurman of Bloomberg has now backed up that theory.

Gurman has reported citing anonymous sources, that Apple’s Mac team is not a priority with the company’s software team or senior management anymore.

Furthermore, departures of key members from the Mac team as well as technical challenges have led to things going at a snail’s pace.

Case in point: in the new MacBook Pro, Apple engineers had originally wanted to use a “tiered” battery setup found in the 12” MacBook, which is currently being sold, to significantly boost the new MacBook Pro lineup.

However, the new team’s efforts at battery design failed some key tests prior to launch. As a result, Apple reverted to a more tried and tested, older, battery design. As per Gurman, this has affected development on other parts of the Mac lineup as well.

With reviewers noting how the new MacBook Pro’s battery life compares with its older cousins, especially since Apple’s charges you a ton of money for its products, Apple got a big black eye.

The cost of the new MacBook Pro does not represent consumer’s expectation in relation to the amount they spent for it. In a software update, Apple even removed the “time remaining” estimate from macOS. However, Apple has claimed that the new MacBook Pro’s battery functions as expected, but it is the OS which is not showing the battery life estimates correctly.

Gurman has also reported that there is no longer a dedicated team working to develop Apple’s software, instead there is one giant team that works across iOS and Mac.

Although this could make sense given the close ties the iOS has with the Mac, but it also means that iOS gets the lion share of Apple’s resources while development on the Mac front loses out.

Again, this could be justified given the iPhone’s central position in Apple’s lineup but it is still bad news for consumers who have spent sizeable funds in acquiring a Mac.

The decision to prioritize iOS development is not just a software decision, even on the hardware front, Apple’s engineers are more active on its ‘i’ gadgets than on the Mac. This explains why the spec bump on the 12-inch MacBook, which it launched last year, was so insignificantly minor.

While originally Apple’s engineer had planned on adding a second USB-C port as well as Touch ID, instead Apple added a rose gold colour option and a slightly faster processor.

Tim Cook has however maintained that its business as usual for the Mac in Apple.

“We have great desktops in our roadmap. Nobody should worry about that,” said Cook in a company Q&A session.

With Apple’s own employees questioning the company’s dedication to the Mac, it’s perhaps a pointer of how things are being run at Apple.


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