Did Tim Cook Call an Audible Today and Announce a New Mac Pro?

By James DeRuvo (doddleNEWS)

au·di·ble/ˈôdəbəl/ n.

A change in the offensive play called by the quarterback at the line of scrimmage.

What does a sports metaphor have to do with WWDC?  Well, if you’re Tim Cook and you’re looking at yet another professional backlash, it means everything.

There was no mention of an update to the Mac Pro at the WWDC Keynote, only a leak of specs for a tiny 10% boost in processor power.  Yesterday, we posited that the natives wouldn’t be happy with that and I guess we were right as Tim Cook seems to have called an audible and announced by email that Apple has a major update of the Mac Pro platform planned for sometime in 2013.


Thanks for your email. Our Pro customers like you are really important to us. Although we didn’t have a chance to talk about a new Mac Pro at today’s event, don’t worry as we’re working on something really great for later next year. We also updated the current model today.


So, in Jobsonian fashion, Tim Cook takes to answering a personal email as the venue to allay the fears of thousands, like Lou Borella, that Apple hasn’t forsaken the professional community at all.  But really, could it have been any more vague?  That’s what leads me to believe this is an audible, called when the murmurs became deafening to the point that it began to sap energy from his big hardware roll out.  But hey, that’s okay.  It shows that Tim Cook can either change course, or speed up the harvest when the winds begin to shift.

I’m not really saying that Apple had plans to abandon the Mac Pro, I have no idea.  I just find it very interesting that after the leaked specs for a minor update went over like a lead balloon, Cook doubled down in an email he knew would go around the world at the speed of light.   And pros like Borella couldn’t be happier:

Success!  Clarity!  Make no mistake.  If this Facebook page didn’t exist we would all be sitting here with huge question marks over our heads.  Now they are just little question marks.  And there aren’t as many of them.

Borella has been waging a campaign on Facebook with just one wish … a little clarity on the MacPro situation.  At first, he was tacitly okay with the Mac Pro update, hoping a more major release would be in the future.  And it looks as if Tim Cook will be granting that wish in 2013.  And how did Borella go out and celebrate?  He went to the Apple Store and bought a MacBook Pro! And he’s going to boost his 2008 Mac Pro with a Quadro 4000 and some more RAM to get him over the hump.

I can do this because I now know that sometime in 2013 there will be a new product from Apple that is geared towards my business and not my children or my parents.  I also know that this new product will probably carry me thru to 2015.  That one simple statement by Apple has provided me with a road map for the next three years.  I hope they see how successful good communication can be.
Clarity …
Feels good …

Sure does.

About James DeRuvo

James has a multi-faceted career that spans radio, film and publishing. A writer about the technology in the video industry for nearly 20 years, James is also an award winning film director, having garnered a Telly Award for his short film Searching for Inspiration. He's also worked as a producer of many talk radio programs in Los Angeles with topics ranging from entertainment to travel to technology.