Apple and the Pro fixation…3 BIG letters…

Pro this and Pro that…but what does it all mean?

image: author

Apple loves to have categories and places for everything — there are the so-called consumer-level Macs and devices and then the time-honoured Pro machines. But what does Pro represent?

At the latest event, the Scary Fast Event Apple resigned the much-maligned 13-inch MacBook Pro to the bin. That Mac had received so much criticism for still being in the lineup, that I think Apple almost conceded defeat over it.

Apple’s meaning of Pro

Pro is a suffix that is associated more with Apple than possibly any other company and they’ve used it extensively over the years.

I’m just going through it in my head as I write this story — I think that currently, Apple has the Mac Pro (the pro-est Mac of all), the MacBook Pro, an iPad Pro, AirPods Pro, the iPhone 15 Pro Max — which by the way also has the A17 Pro chip inside it. That’s a pretty liberal sprinkling of Apple’s favourite term right?

image: author

We know that Apple is the master of marketing and creating a lust and need for something we didn’t know we…