Apple just told the world it has no idea who the Mac is for
Owen Williams

The thought has been on my mind for a while now, but this article really crystallizes it: Apple would never admit it, but they’d really, really love it if they could just stop making computers and concentrate solely on iPhones and iPads.

They won’t, and they can’t, because the MacBook market is bigger than it’s ever been. But the signs are there: the Mac Pro and Mini seem all but abandoned. macOS and Apple’s homegrown apps, while still good, just lack the polish and forward-thinking they once had.

I can’t blame Apple entirely. The non-mobile part of the computing market is weird right now, and has been for a while. The line between the work best done on a mobile device, versus a laptop or desktop, gets blurrier and more convoluted by the day. It’s understandable that development on the iOS side is more appealing, and finding innovations feels more rewarding. Innovations in other parts of the product line increasingly seem to involve ways of tying other products to the iPhone and iPad.

I can’t help but feel that Apple simply no longer has its eye on the ball where the Mac is concerned. The new MacBooks are faster, slimmer, all the things you expect from an Apple product iteration. They’re good machines. The touch bar isn’t necessarily a bad innovation, though time will tell how much of an innovation it actually is. The question in my mind is whether the teams currently focused on the iPhone 8 would have come up with something even better.