Netwount conversation: what Apple was silent about, showing the new Mac and iPad Pro

Apple Corporation on October 30 in New York held a presentation of new products. Despite the fact that they did not concern the key telephone business, the importance of this release is difficult to overestimate: against the background of the weakening of markets, it should support the company's quotes with more than trillion dollars two days before the publication of the quarterly report. But it turned out not very convincing: the company expected much more clarity and confidence in the future. Instead, Apple arranged a carnival of substitute products.

Four bad signals

• At the presentation in New York, the corporation did not share the volumes of sales of the flagship iPhone XS and the first results of the iPhone XR, although it could be done by giving the investors a signal about a good past and current (pre-science) quarters.
• It was assumed that Apple could announce international expansion to the signature television market. This would significantly strengthen the position of the corporation in the market not only now, but also in 2019.
• Representatives of the company did not at all affect service earnings, although all analysts carefully monitor how Apple goes to a strategic goal - an income of $ 50 billion from the services in 2020.
• Finally, the Corporation did not say anything about the charger charger, which promised to release in early 2018. This trifle means that Apple does not have a clear idea of ​​the future of at least some products. Unfortunately, she makes this mistake in an important segment of wireless charges.

What Apple showed

Network business of the company has long been on the second roles, if we consider it in terms of sales. The Mac line gives five times less in money and ten times less in pieces ( PDF ) than iPhone. She receives updates with appropriate pace:

• The previous MacBook Air model in its characteristics corresponded to ultrabooks of five years ago;
• Mac Mini was simply not updated for four years;
• Mac Pro was also not updated for four years, then conventionally replacing it with IMAC Pro with ambiguous positioning;
• The difference between just MacBook, MacBook Air and MacBook Pro was slowly erased;
• The entire IMAC line is now seemed to be designed for beautiful exhibiting in the store window.

Analysts expected a change in the positioning of the Mac, but received not what they wanted.

• The new MacBook Air in Apple led to 2018 standards by equipping the eighth-generation Intel Core i5 processor in the base version, 128 gigabyte SSD drives, 8 gigabytes of RAM and Retina display with a resolution of 2560 by 1600 pixels.
• Thanks to these changes, it is now the point of buying a laptop now does not have a brand’s fans, but also for those who have never worked for Mac before. This is especially important in China, where three quarters of customers acquire Mac for the first time.

MacBook Air, image from Apple

• Mac mini made a universal workstation that is equally good in everything , but does not shine with serious loads. It is also proposed to use it as a server.
• Mac mini will like programmers - you can connect up to three monitors to the computer; There is an opportunity to expand memory and disk by providing the machine with a long life; The graphic system for “heavy” games is not enough.

New Mac mini, image from Apple

The program of the program was the iPad Pro tablet:

• The tablet is now positioning as a computer, although technologically the iPad Pro is an iPhone XR with a large screen, an improved processor and support for the stylus.
• The cost of the base model of the iPad Pro is equal to the cost of Mac mini. Thus, a proposal is built for three generations of users. One, the most modern, receives the iPad Pro, the other - traditional laptops, the third, the most conservative - desktop computers.

New iPad Pro, image from Apple

And if Mac Mini and MacBook Air are universal workstations (stationary and portable), then the iPad Pro is a creative station for which the company develops numerous use scenarios.

Coffee shop, XXI century

Not wanting for some reason to show off at the presentation by sales of new phones, as well as discuss the service part of her business, Apple on October 30 once again spoke about the large-scale growth of the Today At Apple program. It was first launched in April 2017, and now 60 new courses and meetings have been added.

Historians are well known to the phenomenon of the English coffee houses of the XVII and XVIII century. They became centers of cultural and commodity exchange, political discussions, meetings with foreigners and even the study of natural philosophy, from which a modern scientific method has grown.

Today at Apple turns Apple stores around the world into an analogue of the XVII century coffee houses - creative spaces where artists, musicians, artists, photographers and many others act. As part of the program, children's programs are conducted; In fact, this is a huge educational initiative, a cementing creative community around the Apple ecosystem in offline.

Today at Apple - a list of new courses

Business is obvious here-they went to the coffee shop for the unique experience of communicating with like-minded people, and not for coffee. If earlier Apple united people based on their own brand, now on the basis of their favorite business.

Investors rather liked the presentation - the shares have risen a little.

Now the approval of investors should earn reports for the fourth quarter of the financial year, which Apple will present after the closure of trading on November 1. If the news is good, the corporation will save trillization. If bad, the entire technological sector will drag along.

Alexander Ambzin