Ihave finally come to the realization that Ap- ple has completely turned its back on media professionals, and the pro market for Apple
is dead. I would like to be proved wrong, but it
doesn’t seem like the company will develop any
new workstations or worthwhile hardware or
software for content creators in the near future.
Even its new MacBook Pro features a gimmicky
Touch Bar that doesn’t add anything new for
professionals. Apple hasn’t updated the Mac
Pro desktops or iMacs in almost 3 years, and it
is selling antiquated products at full retail prices. Some users are clinging to the hope that the
next Apple Worldwide Developers Conference
(WWDC) in June 2017 will bring the launch of
the new Mac Pro. Realistically, I see nothing on
the horizon to sustain such hope.
Apple is alienating both professionals and
consumers, resulting in a slow and steady decline if it doesn’t take steps soon to curtail the
animosity it is creating. At one time, Mac OS was
the preferred digital content creation platform;
to an extent, this was true even for streaming.
During the early days of my streaming career, I
used countless Mac minis, MacBook Pro laptops, and Mac Pro towers to produce streams
for smaller events. I usually ran Wirecast Pro,
which, at that time, was optimized for Macs.
Mac minis were great encoders, and they
ran like champs. But when Apple debuted the
latest Mac mini models, they ran slower than
the previous versions. Professionals like ourselves are awaiting an updated Mac Pro, Mac
mini, and iMac. Now we are relegated to building or buying custom production systems since
Macs no longer fulfill our needs.
I feel that Apple has lost its way and simply
doesn’t know who its market is. The company is
missing the opportunity to foster relationships
with industry professionals who are increasingly turning away from Apple. These are the influencers and innovators who will be responsible for advancing industries such as streaming,
engineering, illustration, graphic design, audio/
video production, photography, architecture,
animation, and software development.
Apple should aim to own the full ecosystem
of disparate products that work seamlessly to-
gether for both the content creator and the con-
tent consumer. It’s about keeping the profes-
sionals within the ecosystem since they will be
developing the future apps, services, and tech-
nologies that will be powering and enhancing
future Apple hardware and services. Apple is at
risk of losing its mindshare and influence due
to a lack of innovation and product updates.
Professionals are now looking elsewhere for
solutions, especially on the Windows platform,
since Apple offers no viable alternatives. Workstations from Dell, HP Z, and BOXX, along with
Hackintoshes, are filling the void. Even the Microsoft Surface Studio seems interesting and
innovative with its advanced dial and touch interface. As someone who has benefited from
Apple’s past products, I find it discouraging
to see this, and I’d like for Apple to refocus on
bringing innovation to the forefront and not be
obsessed with the bottom line.
Content creation professionals would like to
see the following from Apple:
• An easily serviceable Mac Pro desktop
with a larger form factor that can fit
various peripherals and hardware
• A modular Mac Pro desktop with
upgradeable RAM, high-end GPUs, PCIe
slots, Thunderbolt 3, and the latest processors
• Support for a complete ecosystem and
toolsets for those who are developing
disruptive future technologies in virtual
reality, augmented reality, mixed reality,
robotics, and AI/Machine Learning
Apple seems content to coast on its past
successes and brand recognition. It is pursu-
ing minimalism at the expense of functionality,
and as a result, it’s ignoring the needs of some
of its crucial customers.
If Apple doesn’t see the writing on the wall, it
will be relegated to irrelevancy along with former tech giants such as BlackBerry and Nokia.
Mark Alamares ( firstname.lastname@example.org) is a tech entrepreneur and
media strategist for Fortune 500 companies. He is the CEO of
Mobeon, an advanced media studio and consultancy for enterprise,
specializing in immersive content production and distribution.
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O Apple, Where Art Thou?