The associated prestige that would be lent to other computers in the Mac range only is applied if the public hear about the ‘Halo Mac.’ It’s a venue for new technologies to be explored.
This is Apple’s space program, its moonshot. It’s a chance for Apple to make the fastest, most powerful computer it can, besting its own past efforts and the efforts of its competitors, year after year. In March, before this year’s Mac Pro preview at Apple’s developer conference in May, John Siracusa wrote that a powerful new Mac Pro model works like a ‘Halo Car’ – a “ model that lends prestige or attractiveness to the brands and other models of its manufacturer“: The Mac Pro will be the first Mac that will be assembled in the US for 10 years.”Īlthough the contribution of Mac Pros and professional software to Apple’s bottom line will struggle to reach single percentage digits, Apple would not have developed the new Mac Pro unless it fitted into an ongoing strategy. If most of those items are announced, coverage of the new Mac Pro will be limited to a single sentence – or clause: “Apple also updated the portable MacBook Pro and Mac Pro computers.
New cross-platform HTML5-based iWork subscription service.New free iOS productivity apps for home and work.Here’s a list of what hasn’t been updated recently and could be mentioned tomorrow in order of public interest: The first paragraph will expand on the headline, explain the context (“Tim Cook on stage in San Francisco…”) and then go on to expand on other announcements. The headline will refer to an update of the product or service known by the largest audience. News articles, TV and radio reports have a limited amount of space to cover everything that Apple announce. Although they cost up to a few hundred thousand dollars to organise, they get millions of dollars of PR all over the world.įor those of holding our breath waiting for MacBook Pro, Mac Pro and Final Cut Pro X announcements, perhaps we can reverse engineer what Apple might announce tomorrow based on what kind of coverage they want.
Three or four times a year Apple has press events that are designed to get media coverage all over the world.
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