Seen reports from others – many of whom I greatly respect – about the demise of MacOS and Mac hardware.

Admittedly, a Dell XPS 13 and Microsoft Surface Pro is on my top 3 laptop list alongside a MacBook Pro. Windows has improved that much, and some of the hardware is very nice, especially these two pieces from Dell and Microsoft.

But, here we are 4 years on without an upgrade for the “tall boy” Mac Pro, and the new MacBook Pros with their Touch Bar (meh) aren’t exactly thrilling. It does appear that Apple might have spent far more time and care on iOS devices.

Who could blame them? iPhone is what has made Apple the largest company in the world.

However, how would Apple look if all they made were consumer devices? Would they still have that Apple cult following? I think so, but the Apple “experience” would not be as deep and rich. The power users and pros that use Apple products are what adds to the mystique.

Well, here we are with a mea culpa from nonother than Apple Senior Vice President of Worldwide Marketing Phil Schiller. From this excellent TechCrunch article by Matthew Panzarino:

Apple is acknowledging that the Mac Pro they introduced in 2013 has run aground on the cleverness of its own design, and they’re re-thinking the entire machine. In addition, they’ll be releasing a new external display — something it had previously opted out of.

Always surprised that Apple somehow thought that users would want something so non-Apple so prominent on their desktop. Hell, I hate to see anything other than a Dell monitor with a Dell PC.

The narrative is that Apple has not put the resources needed into making the Mac work for pros, has neglected updates and could even be working toward a future where there are no Macs, just iOS devices. That’s the picture you’d get from the think pieces, anyway.

Can’t argue with that…

Schiller goes on to say that the Mac user base is almost 100 million users; it’s nearing a $25 billion run rate; Apple now ships computers at a ratio of 80 percent notebooks to 20 percent desktop computers.

And so that leads to this…

We want to be as transparent as we can, for our pro users, and help them as they make their buying decisions. They invest so much in the Mac, we want to support them, and we care deeply about them. So that’s why we’re here.”

But this is more about hardware than it is software. And so, the Quadrant is invoked.

Please read the entire article, but this comes up:

And then Schiller calmly drops the hammer. “We are in the process of what we call ‘completely rethinking’ the Mac Pro,” he says.

Not this year, but next.

Expect something great.