The Mac is Back

For a while, it felt like Apple was neglecting the Mac.

Late last year, the company updated the MacBook Pro, but priced the entry-level model much higher than the outgoing model. It dramatically raised the cost of an adequate computer.

The company has not introduced a compelling high-end desktop in nearly 10 years. The most recent Mac Pro was plagued with thermal issues and has proven difficult to upgrade.

Most major announcements in the past few years have centered around iOS devices.

The Mac is not the company’s cash cow — that would be the iPhone — but it’s the product the core audience cares about most. I’m talking about graphic artists, videographers, software engineers, machine learning experts, game developers, and other power users.

These power users care about specs, but they also care about the intangibles that come along with owning a Mac. It’s about the workflow, the lack of distraction, the perceived reliability, and the fact that just about everything just works. Cutting-edge designs and lighter weight are nice to have as long as they don’t compromise specs and intangibles.

Power users have long been neglected. But things are starting to change.

Earlier this year, Tim Cook stated the company would do more about the Mac lineup for pro users.

At WWDC this week, we saw some exciting new developments.

A lower-cost MacBook Pro. In other words, the laptop most people are going to buy. The gateway drug for millions of students and other smart creatives into the world of creation, not just consumption.

Incremental performance upgrades across MacBook Pros and iMacs.

The stealthy, crazy-powerful iMac Pro that is ridiculous on its own, but foreshadowing for a revamped Mac Pro tower. Fingers crossed.

iPads getting Mac features, like the Dock, drag-and-drop, and a file browser. Instead of the other way around.

External GPU support. A new file system. Improved Spotlight.

Long live the Mac.