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Is Apple overlooking the Mac?

Apple had its Q2, 2018 earnings call on Tuesday. While for shareholders it brought mainly good news, it had little to offer Mac customers. In fact, the whole Mac line-up was once again basically ignored by Tim Cook and his colleagues when they discussed future revenue plans.

It has to be said that these earnings calls usually just involve the CEO summarising profit margins, earnings, market share and similar issues – although they normally also shed some light on future plans.

With WWDC so close and rumours of a new MacBook Air, however, many people expected to at least hear something about future plans for the Mac. They got nothing more than a couple of casual remarks about this old stalwart.

For instance, when responding to a question about the company’s plans for China, Tim Cook said: “Mac gained share there as well. Watch is getting some traction there. Services is doing extremely well. Several catalysts. I’m very pleased with the results that we were able to show during the quarter.”



Brushing off the Mac in this manner should not surprise many people. In spite of plans for a new iMac Pro and Mac Pro, Apple seems to be losing its appetite for building computers. It continues to sell outdated and under-powered devices such as the MacBook Air for ridiculous prices, and it infrequently updates hardware.

The company hasn’t even updated the MacBook Air’s product page, which still refers to components that are now anything but newsworthy.

Few people would have expected Tim Cook to announce a new range of MacBooks, but even the slightest amount of recognition might have gone very far in addressing the fears of Mac owners who are currently considering upgrading their devices – or to switch to a different brand altogether.

Has Apple finally forgotten the product that made it famous?

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About the author

Chris

I've been a passionate evangelist for Apple and the Macintosh throughout my working life, my first love was a Quadra 605 working with a small creative agency in the south of Norfolk UK in the mid 1990's, I later progressed to other roles in other Macintosh dominated industries, first as a Senior graphic designer at a small printing company and then a production manager at Guardian Media Group. As the publishing and printing sector wained I moved into Internet Marketing and in 2006 co-founded blurtit.com which grew to become one the top 200 visited sites in the US (according to Quantcast), at its peak receiving over 15 million visits per month. For the last ten years I have worked as an Affiliate and Consultant to many different business and start ups, my key skill set being online marketing, on page monetisation, landing page optimisation and traffic generation, if you would like to hire me or discuss your current project please reach out to me here.

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