Apple CEO Tim Cook: 'You Will See Us Do More in the Pro Area'

cook heroDuring a Q&A session at today's shareholder meeting held at Apple's Cupertino campus, Apple CEO Tim Cook reassured investors that Apple is still very much focused on its professional customers and has plans to "do more" in the pro area.

"You will see us do more in the pro area," Cook said. "The pro area is very important to us. The creative area is very important to us in particular."

Cook's comments were directed towards the Mac, Apple Watch, services, and iPad, but may reassure those who are worried that Apple is abandoning its desktop Mac lineup, especially the Mac Pro. The Mac Pro has not been updated since December of 2013, going more than 1,100 days without a refresh.

Other desktop Macs have also gone more than a year without an update. The iMac last saw a refresh in October of 2015, more than 500 days ago, while the Mac mini was last updated in October of 2014, over 860 days ago.

"Don't think something we've done or something that we're doing that isn't visible yet is a signal that our priorities are elsewhere," Cook also told investors.

There have been no hints that a Mac mini or Mac Pro refresh is on the horizon, but Apple is rumored to be planning to introduce new iMacs in 2017, perhaps as early as March. Future iMacs are expected to be updated with USB-C ports and AMD graphics chips.

At the meeting, Cook was also questioned about a potential convergence between the Mac and iPad lines, in the form of a touchscreen Mac. While Cook said he didn't want to comment on future product plans, he again reiterated that he sees the iPad and the Mac as two separate product lines that serve different purposes.

"Expect us to do more and more where people will view it as a laptop replacement, but not a Mac replacement - the Mac does so much more," he said. "To merge these worlds, you would lose the simplicity of one, and the power of the other."

Much of the rest of the shareholder meeting consisted of voting on several proposals and reiterating information that was previously shared during Apple's January earnings call. While no shareholder proposals passed - including those calling for increased diversity and more transparency about donations - Apple reelected its board of directors, approved board compensation, and approved Ernst and Young as the company's accounting firm.

Popular Stories

maxresdefault

Apple Shows Off a Key Reason to Upgrade to the iPhone 17

Saturday February 7, 2026 9:26 am PST by
Apple today shared an ad that shows how the upgraded Center Stage front camera on the latest iPhones improves the process of taking a group selfie. "Watch how the new front facing camera on iPhone 17 Pro takes group selfies that automatically expand and rotate as more people come into frame," says Apple. While the ad is focused on the iPhone 17 Pro and iPhone 17 Pro Max, the regular iPhone...
m5 macbook pro deal

Why You Shouldn't Buy the Next MacBook Pro

Tuesday February 10, 2026 4:27 pm PST by
Apple is planning to launch new MacBook Pro models as soon as early March, but if you can, this is one generation you should skip because there's something much better in the works. We're waiting on 14-inch and 16-inch MacBook Pro models with M5 Pro and M5 Max chips, with few changes other than the processor upgrade. There won't be any tweaks to the design or the display, but later this...
apple wallet drivers license feature iPhone 15 pro

Apple Says These 7 U.S. States Plan to Offer iPhone Driver's Licenses

Monday February 9, 2026 6:24 am PST by
In select U.S. states, residents can add their driver's license or state ID to the Apple Wallet app on the iPhone and Apple Watch, and then use it to display proof of identity or age at select airports and businesses, and in select apps. The feature is currently available in 13 U.S. states and Puerto Rico, and it is expected to launch in at least seven more in the future. To set up the...
iOS 26

Apple Releases iOS 26.3 and iPadOS 26.3

Wednesday February 11, 2026 10:07 am PST by
Apple today released iOS 26.3 and iPadOS 26.3, the latest updates to the iOS 26 and iPadOS 26 operating systems that came out in September. The new software comes almost two months after Apple released iOS 26.2 and iPadOS 26.2. The new software can be downloaded on eligible iPhones and iPads over-the-air by going to Settings > General > Software Update. According to Apple's release notes, ...
Apple Logo Zoomed

Apple Expected to Launch These 10+ Products Over the Coming Months

Tuesday February 10, 2026 6:33 am PST by
It has been a slow start to 2026 for Apple product launches, with only a new AirTag and a special Apple Watch band released so far. We are still waiting for MacBook Pro models with M5 Pro and M5 Max chips, the iPhone 17e, a lower-cost MacBook with an iPhone chip, long-rumored updates to the Apple TV and HomePod mini, and much more. Apple is expected to release/update the following products...

Top Rated Comments

117 months ago
He probably quietly muttered "iPad" before he said "Pro area"
Score: 134 Votes (Like | Disagree)
thats all folks Avatar
117 months ago
I'm uncomfortable with how comfortable he is with seemingly lying.
Score: 117 Votes (Like | Disagree)
117 months ago
"You will see us do more"

Good, because I don't think it would be possible for you to do less.
Score: 117 Votes (Like | Disagree)
sudo1996 Avatar
117 months ago
Your priorities ARE elsewhere. It's not speculation. Apple failed the creative pros long ago by simply not releasing products. People switched to Linux and Windows.
Score: 74 Votes (Like | Disagree)
117 months ago
Put up or shut up. This long-time Mac fan is tired of constant talk and no great innovation.
Score: 68 Votes (Like | Disagree)
117 months ago
Blablablablabla...
I didn't even bother reading the article. So sick of this crap. We had to make such major changes for my business because of Apple disgusting neglecting. Switched to Windows, don't like it, but at least it works and the computers are powerful. I miss mac, but will never come back because of the garbage we have to put up with.
Score: 58 Votes (Like | Disagree)