A Unique Identity

The Mac Pro has consistently been an enigma within Apple's offerings. Its exclusivity was once its strength, showcasing Apple’s capabilities much like a concept car highlights what an automotive company can achieve. In the world of major corporations, having a luxury product isn’t unusual, and the Mac Pro served that purpose.

Last year, John Ternus, Apple’s Senior Vice President of Hardware Engineering, suggested that the Mac Pro was meant for "another day," a statement that resonates even more now in the wake of the Mac Studio's launch. It raises the question: did Apple foresee the implications of the Mac Studio for the Mac Pro?

Embracing Individuality

The Mac Pro has always marched to the beat of its own drum, diverging from traditional design norms. From its original tower to the cylindrical "trash can" design, and currently, its complex exterior, the Mac Pro has always been a head-turner.

Ternus's remarks remind me of the lead-up to the current model's release, during which tech journalists were informed a new Mac Pro was forthcoming—but it took two years for them to see it. Thus, Ternus's comment last year may not signify urgency; the Mac Pro has historically taken its time.

When the Mac Studio debuted, Apple acknowledged the Mac Pro but seemed to understand that its future was uncertain. Recent insights from Mark Gurman indicate that ambitious plans for a new Pro model have been shelved, particularly with Apple halting the development of the M2 Extreme chip.

The Numbers Speak

Historically, the Mac Pro has catered to a small market. Though it has always been a niche product, it remains significant within Apple’s portfolio.

Overall, Mac sales account for a surprisingly small portion of Apple's revenue—approximately ten percent, with around 75 percent of those being laptops. This leaves a minuscule share for desktop models like the Mac Pro, which competes with other Apple devices powered by their silicon.

Apple has the financial resources to indulge in the Mac Pro, which, despite its limited sales, is seen as the flagship model. It's the go-to for high-end design firms and creative studios. Phil Schiller, an Apple Fellow, explained in 2017 that while the Mac Pro constitutes a small percentage of their CPUs, it plays a crucial role in their ecosystem.

> "Mac Pro is actually a small percentage of our CPUs — just a single-digit percent. However, we don’t look at it that way. The way we look at it is that there is an ecosystem here that is related."

Misalignment with Modern Trends

The Mac Pro faces a substantial challenge: it is out of sync with contemporary design principles and technology. Apple’s silicon focuses on efficiency and compactness, while the Mac Pro has always prioritized raw power and modularity.

This raises a dilemma for Apple: should they continue to cater to the needs of a few loyal users with a product that no longer aligns with their overall strategy, or should they adapt it to fit within their evolving design framework?

Although resources at Apple’s headquarters may be limited due to prioritization of their headset developments, they could still allocate some for the Mac Pro if they chose to.

Aesthetic Appeal

Despite its bulk, the current design of the Mac Pro remains visually appealing and functional. However, given its limited audience, the question arises: why invest in a product that serves so few?

With plans for the M2 Extreme seemingly sidelined, it's evident where Apple’s priorities lie regarding the Mac Pro.

The Mac Studio has effectively filled the gap for many users who previously sought out the Mac Pro, and it does so at a significantly lower price point. Even with top-tier specifications, a fully equipped Mac Studio remains well under $9000.

This year, I expect the Mac Pro to receive Apple silicon, which may allow for expandable internal storage and possibly even GPU upgrades through an official Apple program. This would enable Apple to maintain the modularity that defined the Mac Pro while keeping development costs low.

Conclusion

Reflecting on the situation with the Mac Pro and the Mac Studio, it's becoming clearer what Apple’s strategy might be. Recent reports suggest that the Mac Studio will not see immediate upgrades, indicating that it has fulfilled its role in demonstrating the capabilities of Apple silicon.

By holding off on Mac Studio updates, Apple sets the stage for a potential Mac Pro revival with the new silicon, allowing it to take advantage of the extra space for post-sale upgrades. This would enable Apple to assert that this was the plan all along, achieving their goals with minimal investment.

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Originally published at https://talkingtechandaudio.com on February 21, 2023.