“That’s it? You could have done this one day after our last meeting. What have you been doing for the past two weeks?” That’s Steve Jobs after many presentations from his employees, according to Ken Segall, an ad exec who worked with Apple and Steve Jobs. In a blog post, Mr. Segall used that to succinctly and accurately (to me) capture the frustrations many Mac fans have about Apple.

Time in the Apple Trash

Item One

Here’s the first thing that grabbed my attention:

Apple doesn’t have to make category-shaking products every year to be successful. Its formula for success is creating revolutionary products when they’re ready and keeping existing product lines fresh in between.

When updates between revolutions disappear, the result is bad press and restless customers — both of which are well earned.

Item Two

Followed by:

After the MacBook Pro event, he basically gave up. He needed to replace his Air, and the new MacBook Pro was over his budget. So he ordered the 13-inch MacBook Air. His order confirmation described his new computer as “MacBook Air (early 2015).”

For my friend, that let some air out of the balloon. He does love his new computer, but with caveats. He’d bought Apple’s latest and greatest Air, and it was already a year and a half old.

That about sizes it up. I’ve seen some people argue that because we don’t need a new Mac every year, Apple doesn’t need to update them. But, that’s total nonsense. New Mac models aren’t aimed at customers who upgraded last year. Their target market are people who upgraded 2-6 years ago.

And no one wants to buy two year old technology when it’s being sold at the same price it was two years ago. It’s one to choose to buy last year’s model because it’s cheaper than this year’s. It’s another altogether to be asked to buy last year’s technology at full price.

All That Time

And that line from Steve Jobs is precisely what goes through many of our minds. What has Apple been doing for the past four years? MacBook Air, Mac Pro, Mac mini, and iMac are languishing. iPad is languishing (iPad Pro (9.7-inch) is less than a year old, but it was 18 months old when it was updated). Apple TV is languishing. Apple’s display is dead, and AirPort appears to be on the way out.

In short, Apple released just 13 new products in 2016. What has it been doing for the last X years?

Our own John Kheit was early to identify this. His piece on Apple’s failure to scale nailed these points nicely, and his comments since about Apple doing less and less with more and more are even more pertinent.

But outside observers are cottoning on to these issues, too, and we’re all feeling it. We want Apple to keep iterating on these existing product lines. We want to feel like we’re buying great new products that push boundaries, not yesterday’s devices at today’s prices.

Ken Segall’s piece is a good read.

Notify of

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Oldest Most Voted
Inline Feedbacks
View all comments

Apple is the Bell Labs of our generation.
After it’s heyday, Bell Labs continued to innovate but produced little in marketable products.

If Apple wants to stay intact, it’s time to not repeat the mistakes of the past.

Apple excels at succeeding at not being first but being best. It has the resources to do so.
The question is where will innovation meet the street.


So much for the “exciting pipeline” we’ve been told about for several years.
Relatively speaking, perhaps a lot goes in – consumes time and resources – but not much comes out.


So, are some of you suggesting that people looking to replace aging equipment should buy a new Mac ( a supposedly dying brand) with confidence? Quite frankly there is much more innovation in PC hardware. If that what Apple wants, and there is no money in selling Mac’s then just give me my damn OS to take to another vendor! I need a new laptop… one expandable past 16 GB of RAM. Apple is forgetting about professionals that still need trucks, and forcing them to other vendors. Unlike the Apple II days, Apple does NOT have an equivalent platform replacement.… Read more »


What these tech journos and web fans seem to forget is that, for the typical user who is satisfied with their Mac, iPhone or whatever, the “upgrades” come, not with hardware specs, but with the OS, which is “free”. As just such a user, it has been a constant delight, every time there is a new version of OSX or iOS, to discover the new things you can do, or the ways the old things just got a little easier. And what everyone on this article, including the author, seems to forget, is that even Steve Jobs, when he said… Read more »


I have been critical of the poor upgrade history for the Mac over the last several years. A while ago I expressed that the Mac is a dying platform. It appears that the “trucks” that we have used for decades are not a big part of Apple’s future. In a way we are seeing the words of Steve Jobs when the iPad was introduced bear fruit.


North, I’ve read your arguments before. Not that they’re not valid, but perchance if Apple would put some resources towards computers the percentage of sales might tilt a bit in favor of computers. Deciding to back-burner a product line because another product line is selling well and represents a larger percentage of sales/profits is a sure way to have that product line descend even further in the abyss. Make the product better; refresh it periodically – well within Apple’s purview, and they could own the PC market. An increasing share of a declining market can still represent massive profits. Instead,… Read more »

The problem with the logic that states that it is justifiable that unpopular products should get less attention is that somehow we seem to excuse the reason that they were unpopular in the first place. If Apple made a killer MacPro at the right price point and with the right expandability that customers crave, it would have done better. But it is a vicious cycle: They made a product that did not match well with market demand and instead of fixing that equation, they shelved it and moved their focus to another product that does sell well resulting in the… Read more »

Lee Dronick

Good points North!

There has been a lot of hand-wringing and rending of tunics by some people about Apple’s lack of attention to its Mac products. Those people tend to forget the reality of the situation… That being that PCs (personal computers, which includes Apple’s Mac products) are a dying sector. At one point in Apple’s history, the Apple II and later the Mac made up 100% of the company’s revenues and profits. But over the past several years, sales of PCs have been consistently dropping. Apple is devoting less time and resources to the development of new Mac products for the very… Read more »


I would almost prefer that Apple just open up Mac OS to run on any PC, then go years without updating hardware. Unlike the 1990’s I think Apple could successfully do it today, since they are mostly a phone company. I’m a whole widget guy, but the lackluster attitude toward Mac hardware is frustrating.


Considering we are just 12 days away from the Mac Pro being a whopping 1,100 days old, I would say this article is spot on. Perhaps people would prefer the much younger and newer iPod Touch at just 514 days old. Let that sink in a minute that the iPod Touch is only half as old as the current Mac Pro. Like the article, my main complaint isn’t the lack of new revolutionary designs, its the lack of spec-bumps in between that has me so grumpy. If Apple wants to take five years before releasing a redesigned computer or device,… Read more »


Yes it sounds like an interesting article.

A link maybe…..