Ditch the PC? Why did you spend $14,000 on a new MacBook Pro?

The professional-oriented MacBook Pro received its own major update in 2016, and Apple has been working hard to promote the convenience that the new Touch Bar brings to professional users. However, the fact is that the industry does not seem to be satisfied with the new MacBook Pro. Is Apple's current computer lineup really facing the embarrassment of unclear positioning?

The new MacBook Pro released by Apple at midnight on October 28th, Beijing time, is destined to be a hot topic for a long time to come. The newly added Touch Bar increases the depth of interaction between users and devices and expands the operational diversity of laptops. With a touch screen that can change functions in real time instead of function keys, Apple once again gives the decision-making power to third-party developers. What kind of new operating methods will those software we are used to usher in? This all depends on the imagination of developers.

However, the outside world is not unanimous in its praise. Although Apple is indeed trying very hard to cater to professionals, it showed off its cooperation with Adobe on Photoshop in the keynote speech, made Microsoft announce that all its office suites support Touch Bar, and even had a DJ on the spot, but even those who are targeted by the MacBook Pro still feel that it is not satisfying enough.

The most common complaint from professional users is that the MacBook Pro is not firm enough in its positioning, especially when compared with Microsoft's press conference that was generally a sign of presence. Microsoft announced through Surface Studio that it would take a big step into the high-end professional market, while Apple seemed to be much more conservative in comparison. We know that professional users always have a demand for computer performance updates, and they always welcome more convenient operation methods. Therefore, Apple's seemingly hesitant attitude has caused people to complain.

"We are a company that stands for builders, producers, and creators," said Satya Nadella, the third CEO of Microsoft. People always have a sense of déjà vu when they hear this, because this sentence should have come from the mouth of an Apple executive. Therefore, the industry has recently exclaimed: "Apple has handed over the secret treasure of being the king to Microsoft." What is going on?

New hope in the high-end market

The continued decline of the PC market is no longer news. The computer market is saturated, but consumers have little desire to replace their computers. Under such circumstances, it is not surprising that sales continue to decline. Interestingly, both Apple and Microsoft have chosen the same route - to go to the high-end professional market.

As we mentioned above, professional users have greater demands on equipment than ordinary consumers. Whether it is photo editing, video editing, or 3D production, computer performance seems to never be enough.

As a group of people who spend a long time in contact with computers and need to rely on these devices to do heavy work, their demand for operating methods is not just mouse and keyboard. Because of this, major manufacturers are exploring richer interactive methods. For this reason, Apple launched the Touch Bar, and Microsoft's answer is the concept of all-in-one touch screen, Surface Dial and Surface Studio's reclining stand.

Although PCs are increasingly marginalized among ordinary consumers, it is still necessary to maintain a presence in this market, and there is a way out, which is the high-end market. Data shows that the shipment volume of high-end PCs is likely to reach 11% in 2016 and will account for an astonishing 23% next year.

Because of this, Microsoft has shown great determination. Both Surface Studio and Surface Book are positioned at very high prices and focus on professional users. What's interesting is that the Pro series Mac, which has always given people a deep impression of "professionalism", now seems to be facing the embarrassment of unclear positioning.

MacBook Pro in a state of flux

The Touch Bar is indeed an interesting new feature for professional work, but it is not enough. In terms of key functions, the new MacBook Pro with the Radeon Pro 455 graphics card seems to be a little lacking. In order to pursue a slimness comparable to the Air series, Apple has undoubtedly compromised on hardware performance.

More importantly, the new MacBook Pro, apart from the Touch Bar, has no built-in Touch ID, turns on the computer as soon as the lid is opened, and eliminates ports other than USB-C. "Let's face it: Apple's new MacBook Pro is not for "Pros," at least not entirely," wrote Sean Hollister of CNet.

Apple computers are very attractive to professionals, especially those who work in creative fields. Even when the Mac series has not been updated for a long time, it seems to be underpowered and overpriced compared to Windows, artists, designers, and editors still stand firmly on the side of Apple.

Because of this, when seeing the new MacBook Pro this year, those users seem a little confused. There is no doubt that the MacBook Pro will still be very useful and it will definitely be one of our best choices for creative work. However, compared with Microsoft's bold move, Apple's move towards the high-end market seems too conservative.

Apple's Thoughts

What on earth is Apple thinking? People seem to hope to see it go head-to-head with Microsoft in the high-end market, but Apple may have other plans.

Whether it is PC or smartphone, they have more or less encountered the problem of declining demand in major markets. Although emerging markets are a solution, the low purchasing power of consumers in emerging markets and the strength of cheap competitors are unavoidable obstacles. Under such circumstances, many major manufacturers have begun to deploy the future. Microsoft proposed artificial intelligence and augmented reality, while Apple, as always, is pragmatic and gives the answer of simplicity and daily life.

From the design changes of retail stores, we can see some changes of Apple, that is, community and creating a sense of integration. Cook once said that Apple's goal is to integrate its products (or ecosystem) into every aspect of everyone's life. To this end, Apple has launched many products that seem to be well-received but not popular, such as Apple Watch and Apple TV. The former focuses on our health and daily life, while the latter aims to change the way we watch TV.

Speaking of Apple TV, the TV app launched by Apple at this conference is actually very powerful. Through Siri integration and content aggregation, it provides us with an experience of watching whatever we want without the need for channels and program lists. Coupled with Apple's insistence on "entering the wireless era" revealed through AirPods and its emphasis on artificial intelligence, we seem to be able to see some clues of what Apple wants to do.

Perhaps in the future, the MacBook lineup will no longer have detailed type divisions, because Apple does not seem to intend to go completely to the high-end market, it wants to take into account the wider public. One of the MacBook Air models has disappeared, and the MacBook Pro has become thinner and thinner, becoming more popular. Apple's "Pro" may no longer be "professional", but it may be pointing to a goal that is relevant to each of us.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.