DESKTOP VS MOBILE: UPCOMING INNOVATIONS CHANGE THE GAME
AppleMagazine|AppleMagazine #494
Over the past decade, Apple has revolutionized personal technology with the iPhone and iPad, but the Mac range has seen stunted growth as a result. As the giant pivots towards its personal computing arm once more with the launch of the M1 chip, it’s time to prepare for innovations that could change the way you work for years to come.

CHANGING TIMES FOR THE MAC

For the fiscal year that ended September 26, 2020, Apple posted a net profit of $57.4 billion on revenue of $274.5 billion, meaning the company managed to maintain an average sales growth of 23 percent over almost two decades. Fueled by the launch and success of the iPhone as well as the iPad and more recently Apple Watch, the company has taken a major change in direction in recent years as it chases even greater growth and revenues. From the launch of services such as Apple TV+ and Apple Arcade to new ventures into speakers with the HomePod mini and the upcoming tracking device AirTags, Apple is a company virtually unrecognizable from its heyday with the Macintosh. That’s not to say that the Mac has been abandoned altogether - the firm has rolled out a number of changes to its flagship models over the past ten years, including the launch of the short-lived device the iMac Pro, and the introduction of the stunning Pro Display XDR to offer a professional high-end PC experience.

And though Apple’s Mac range has continued to grow in popularity as consumers move away from Windows PCs, few could argue that Apple has paid its computing range dust in recent times. From controversial decisions like the Touch Bar on the MacBook Pro to the removal of the MagSafe charging port, the introduction of new dongles and adaptors to access basic peripherals, and even the discontinuation of popular models like the MacBook, Apple has failed to connect with professional users or the average consumer market, offering a substandard PC range that simply fails to meet the needs of today’s users. For a long time, the company redirected almost all of its attention and energy into mobile, from the iPad and iPad to Apple Watch, and helped to dominate the landscape, but its desktop class on the other hand has seen much less innovation. iMac, for example, has not received a significant external update in almost a decade, and its last was only to slim down the bezels and reduce the thickness of the all-in-one PC. And though the Mac Pro has been updated in recent years, its technology is prohibitively expensive for many, and it’s soon to become redundant as Apple rolls out its new custom silicon chips, known as M1.

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