In a new TechCrunch report published today, Matthew Panzarino talks about his meeting with Apple John Ternus, vice president of Hardware Engineering, Tom Boger, senior director of Mac Hardware Product Marketing, Jud Coplan, director of Video Apps Product Marketing and Xander Soren, director of Music Apps Product Marketing about the next-gen Mac Pro.
According to Panzarino, "The interviews and demos took place over several hours, highlighting the way that Apple is approaching upgradability, development of its pro apps and, most interestingly, how it has changed its process to more fully grok how professionals actually use its products.
After an initial recap in what they'd done over the past year, including MacBooks and the iMac Pro, I was given the day's first piece of news: the long-awaited Mac Pro update will not arrive before 2019.
Apple's Boger clarified that "We want to be transparent and communicate openly with our pro community, so we want them to know that the Mac Pro is a 2019 product. It's not something for this year."
"We said in the meeting last year that the pro community isn't one thing," says Ternus. "It's very diverse. There's many different types of pros and obviously they go really deep into the hardware and software and are pushing everything to its limit. So one thing you have to do is we need to be engaging with the customers to really understand their needs. Because we want to provide complete pro solutions, not just deliver big hardware, which we're doing and we did it with iMac Pro. But look at everything holistically."
To do that, Ternus says, they want their architects sitting with real customers to understand their actual flow and to see what they're doing in real time. The challenge with that, unfortunately, is that though customers are typically very responsive when Apple comes calling, it's not always easy to get what they want because they may be using proprietary content. John Powell, for instance, is a long-time logic user and he's doing the new Star Wars Han Solo standalone flick. As you can imagine, taking those unreleased and highly secret compositions to Apple to play with on their machines can be a sticking point.
Panzarino later ads that "As depressing as it has been to see professionals believe that Apple was getting ready to give them up, I find this an interesting and exciting thing to watch. It is very, very hard for a company like Apple — whose reputation is built on myth building — to admit that it was mistaken" about the Pro Community. Check out this interesting article by TechCrunch reporter Panarino here.
Earlier today I posted a patent report titled "Apple Invention covers a Hybrid Touch Sensitive Keyboard," wherein I added a futuristic concept of a MacBook Pro based on various patent ideas that Apple has provided over the years. The one idea that I thought was great to visualize was the traditional palm rest and trackpad area simplified so as to allow for the use of Apple Pencil as noted below. It's a pro like feature I hope that Apple's engineers are considering.
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