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Apple finally gets serious about Pro users

by Brandon Russell | April 4, 2017April 4, 2017 6:05 pm PST

Here’s something that was very unexpected on a Tuesday: Apple opening up about its future plans.

The company’s executives, who are notoriously cagey, shared some details about what pro users can expect over the coming months, including a new iMac and completely revamped Mac Pro. Apple even admitted the trash can-shaped Mac Pro, which just today received its first update since hitting the market in 2013, was a big mistake.

Over the past few years, there’s been a growing chorus of unhappy users who feel Apple has abandoned the pro market. Today’s news will be welcome by those who have been waiting for Apple to innovate in a market being dominated by Microsoft. They just have to be patient.

Speaking about the Mac Pro, Apple executives admitted it designed itself into a corner by adopting a smaller two GPU system. Unfortunately, the industry moved toward a larger single GPU system, which essentially left the Mac Pro stranded.

“Being able to put larger single GPUs required a different system architecture and more thermal capacity than that system was designed to accommodate,” said Apple’s Craig Federighi. “So it became fairly difficult to adjust.”

It’s a surprising admission from Apple’s executives. This is the same company that was reluctant to admit fault with “antennagate,” and instead told iPhone 4 users they were holding the device wrong.

We’ve been vocal about our displeasure with Apple’s approach to pro users, and we’re not the only ones. It’s nice to see Apple executives acknowledge it made some mistakes. By talking to journalists, not only is the company addressing a growing number of complaints from pro users, but the apology indicates it’s listening to consumers.

It’ll be a while until we get a new Mac Pro, which Apple says will have a modular design that can easily be upgraded. But an iMac aimed at pro users should arrive at some point later this year. In what configuration remains to be seen, though Apple did say it won’t have a touch screen.

Check out the below stories and the video above for more coverage about Apple’s plans for pro users.

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Brandon Russell

Brandon Russell enjoys writing about technology and entertainment. When he's not watching Back to the Future, you can find him on a hike or watching...

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