At Apple, Mac Is Getting Far Less Attention - How It Handled the New MacBook Pro Is a Living Proof

Apple CEO Tim Cook may have assured employees that the company is committed to Mac computers, but people working in the Mac team say the company now pays far less attention to the computer lineup, according to Bloomberg's Mark Gurman, who has been right just about every time with Apple scoops. From his report: Interviews with people familiar with Apple's inner workings reveal that the Mac is getting far less attention than it once did. They say the Mac team has lost clout with the famed industrial design group led by Jony Ive and the company's software team. They also describe a lack of clear direction from senior management, departures of key people working on Mac hardware and technical challenges that have delayed the roll-out of new computers. While the Mac generates about 10 percent of Apple sales, the company can't afford to alienate professional designers and other business customers. After all, they helped fuel Apple's revival in the late 1990s. In a stinging critique, Peter Kirn, founder of a website for music and video creators, wrote: "This is a company with no real vision for what its most creative users actually do with their most advanced machines." If more Mac users switch, the Apple ecosystem will become less sticky -- opening the door to people abandoning higher-value products like the iPhone and iPad. The report also sheds light on battery issues in the new MacBook Pro lineup that many have complained about. From the report: In the run-up to the MacBook Pro's planned debut this year, the new battery failed a key test, according to a person familiar with the situation. Rather than delay the launch and risk missing the crucial holiday shopping season, Apple decided to revert to an older design. The change required roping in engineers from other teams to finish the job, meaning work on other Macs languished, the person said. The new laptop didn't represent a game-changing leap in battery performance, and a software bug misrepresented hours of power remaining. Apple has since removed the meter from the top right-hand corner of the screen.

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