John Ternus with the tiny Mac mini, which wasn't the only shorter-than-expected one
13 Facebook x.com Reddit
Take the rest of your week off — like Apple. The promised week of announcements turned out to be three days long, as Apple confirmed it would not be showing off any more new products.
Greg Joswiak, Apple's senior vice president of worldwide marketing, told us to “Mac our calendars” for “an exciting week of announcements.” Granted, it wouldn't have been quite as catchy if he had also included the words “Monday, Tuesday and Wednesday.”
But he could have just said there would be exciting Mac announcements “next week.” Instead, there were supposed to be a week of announcements, and in reality there were three.
The three started with the iMac, which is externally identical to the previous version. They ended with the MacBook Pro, which is externally nearly identical to its predecessor.
In the middle was the big news of the “week,” a redesigned Mac mini. That should have been the last announcement, but the MacBook Pro is the company’s best-selling product, so it got the final one. On Wednesday.
If you’re thinking there might be two more announcements, two of which are somehow Mac-related but aren’t new Macs, you’re right. There’s even the fact that we now know Final Cut Pro will soon be updated with AI features, if not necessarily Apple Intelligence features.
Except Final Cut Pro is definitely a product. And now we know for sure that this week’s product launches are over.
“I’m delighted you could join us for the last day of exciting Mac product announcements,” says John Ternus, senior vice president of hardware engineering, at the beginning of the MacBook Pro launch video.
Subscribe to AppleInsider on YouTubeSubscribe to AppleInsider on YouTube
Of course, Apple doesn’t just make products; it’s increasingly creating services, too. But it’s hard to think of any Apple services that are specific to the Mac.
There is definitely one service for the Mac. But Apple would be laughing if it tried to continue the “exciting week” with the AppleCare update.
Unless, of course, Apple announces something new, like a Mac upgrade program.
That would still leave another day to fill. Although that doesn’t seem to be the case.
Follow AppleInsider on Google News
