Maker of consumer high-tech toys, Apple is considering getting out of the high-end PC trade.
For years Apple stayed afloat because of its expensive workstations which were loved by sub editors in the publishing industry who did not like Windows computers much.
Never in the field of technology, has a single brand been used by nicotine-stained editors, using two fingers, to hack so much data. High end Macs, usually with TV monitors so big that they required an additional desk were the main stay of Apple’s business before the days of the iPhone and iPad.
Now AppleInsider claims that Apple’s line of high-end desktop towers are more endangered than a Panda playing with mice by the electric rail on the Victoria Line.
It claims that Jobs’ Mob is considering shelving what is currently its most expensive product because no one wants to buy Apple workstations any more.
Interest in such stations, which start at $2,499 in the US, have led executives to think twice about continuing to invest in the product line.
It is not really surprising. Apple last upgraded its Mac Pro line on July 27, 2010 and moved its processing power to 12 cores and installed better graphics cards. The exterior design has remained unchanged. Apple fans have been hanging on to rumours that Apple may upgrade in the first quarter of 2012, and it has all been held back because of delays to Intel’s Sandy Bridge E processor.
If Apple Insider is correct then this may not happen. It also means that Apple’s involvement in the professional market will be over.
It has been moving this way since Steve Jobs started fighting with its long-term partner in this market Adobe. Recently Apple dumbed down Final Cut Pro range by removing some important workflow features. It also has not upgraded its audio software for ages.
While it is possible to point to changes in the desktop market as the reason for the lack of interest, there has also been a sea change in the customers. In publishing, the old, technology illiterate subs, have retired and have been replaced by people who are less terrified of technology while in the content industry there are a generation of technology experts who grew up mixing material on their PCs.
Anyway Apple is philosophically against the very machines that kept it alive in the period when Steve Jobs was away from his desk.