Apart from the iOS 7 announcement and a few other product iterations, Apple also announced a new completely redesigned Mac Pro. What makes the Mac Pro 2013 announcement more interesting, however, was the funny statement made by Phil Schiller, the Senior Vice President of Worldwide Marketing at Apple.
During the reveal, he shouted a statement that would probably be appearing on 9gag soon (if not already) and one of the best Apple statements since “You’re holding it wrong” by Steve Jobs.
After revealing what the new Mac Pro is like, Phil couldn’t hold it anymore and uttered the magic words: “Can’t innovate anymore, my ass” – which brought long laughter from the attendees (myself included). If you haven’t been following all the critics these past months, Apple has been under attack by the public for not innovating anymore (especially ever since Steve Jobs passed away).
The iPhone 45 and 5 launch did not really fulfill people’s expectations and there were rarely any new breakthroughs. Apart from specifications bump on their product line-ups, the iPad mini (which is not really a new innovation), and the rumored iWatch, there hasn’t been anything yet that make us drop our jaws in awe.
The new Mac Pro does look stunning but more importantly is its radical new design.
Shaped like a cylinder with aluminium enclosure and unified thermal core, the new Mac Pro 2013 is a sexy compact beast. It’s only 9.9 inches tall with a diameter of 6.6 inches. There are certainly many manufacturing challenges inside this machine, more than we can probably tell just by looking at it.
The new Apple Mac Pro is a super powerful desktop computer aimed for graphic designers, photographers, and those who require the fastest and most powerful Mac machine ever. This is not for the average Joe but to be honest, I’d really love to have it sitting on my desk. It’s just beautiful inside out. You can also carry it around your house from room to room easily, if you are into that sort of thing.
No pricing and release date just yet. It seems that Apple just wanted to proof that they are still innovating and that real innovation takes time.
What do you think about his statement? Do you think Apple is still innovating? Or they are just playing catch-up with the other manufacturers?
Note: Images taken from Apple Mac Pro 2013 product page