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

During 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.

Tag: Tim Cook


Top Rated Comments

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8 weeks ago
He probably quietly muttered "iPad" before he said "Pro area"
Rating: 134 Votes
8 weeks ago
I'm uncomfortable with how comfortable he is with seemingly lying.
Rating: 117 Votes
8 weeks ago
"You will see us do more"

Good, because I don't think it would be possible for you to do less.
Rating: 116 Votes
8 weeks 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.
Rating: 74 Votes
8 weeks ago
Put up or shut up. This long-time Mac fan is tired of constant talk and no great innovation.
Rating: 68 Votes
8 weeks 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.
Rating: 58 Votes
8 weeks ago
Ok Tim, sure. In his defense, he has only been saying it for 4 years.
Rating: 57 Votes
8 weeks ago
'Do more' as opposed to do nothing.
Rating: 57 Votes
8 weeks ago
Why did you ever slow down in the "pro area", Tim?
Rating: 54 Votes
8 weeks ago

I love how you blame Tim. Even under Jobs the Desktop was rarely updated.


2003 PowerMac 7,2
2004 PowerMac 7,3
2004 PowerMac 9,1
2005 PowerMac 7,3 update
2005 PowerMac 11,2
2006 Mac Pro 1,1
2007 Mac Pro 2,1
2008 Mac Pro 3,1
2009 Mac Pro 4,1
2010 Mac Pro 5,1
2013 Mac Pro 6,1

going back further, between 1999 and 2002, 5 updates to the Powermac G4
Rating: 53 Votes

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