Apple has rolled out another advertising campaign through YouTube over the weekend. ‘Behind The Music’ highlights the ability of its deskbound computers to create music through a mix of artist profiles and software highlights.
It’s a curious campaign for two reasons. One is that it is focused on the UK music scene (presumably there’s a marketing segment that needs addressing?), but the second is the one that sticks in my mind. Why launch an advert that is pushing the use of the Mac as a music maker… without having any genuinely new Macs to sell.
Although the iMac picked up a small spec bump in March this year, the model it was based on arrived in June 2017, the iMac Pro was last updated in December 2017, and the long wait for a Mac Pro continues:
This time last year Apple briefed a select number of journalists that it was working on a completely rethought Mac Pro, but that it would not in that calendar year. Well, it’s been nearly thirteen months since that briefing, and a launch at WWDC (but not necessarily a retail release) would be welcomed by many of the geekerati, even if the Mac Pro is a machine with a limited audience.
Of course, with the delights of Apple’s Worldwide Developer Conference coming up next month, we may not have long to wait. Although WWDC will be focused on software (primarily the changes to iOS, and I would expect a raft of macOS features to increase the ties between the desktop and mobile portfolios of Apple’s empire), there’s a very good chance that Tim Cook and his team could take the opportunity to launch some new hardware.
Or it could keep the focus on iOS, mobile devices, and the continued push for subscription services. After all, that’s the choice Microsoft made at Build 2019 for its upcoming Surface updates.
Now read Tim Cook’s explanation about the delays to the Mac range…
