Apple updated its MacBook Air and iPad Pro lines last week, adding a first high-resolution view to the first and second screens closer to the edge of the device.
Company Cupertino, Calif. Company, also raised prices, which increased the lowest price of MacBook Air by 20% and 11-in. iPad Pro for 23% over its 10.5-inch. predecessor.
Apple has raised prices for MacBook Air in the face of a decline in Mac and iPad sales. During the quarter of September, the sale of the Mac unit was 2% lower than last year, while iPad sales were 6% compared to the same period of 2017.
Even so, Apple's CEO Tim Cook indicated the Mac's popularity. "We add millions and millions of new customers every quarter, putting our total active base on a new milestone of 100 million Macs," Cook told the Brooklyn event in which the company discovered new hardware.
But, although the number sounds impressive at first glance, in the context of the global computer base, it also illustrates Apple's historical inability to compete for a significant share. Cooks 100 million, for example, represent less than 7% of 1.5 billions machines used by Windows. During the quarter of September, Macs had slightly better 7.8% of all estimated personal computer shipments, IDC research firm said last month.
Apple itself, or instead of the firm, defendants, argues that Mac business should never compete in the wider market of computers. Apple's desktop and laptop computing costs so much.
Even more important than Mac's goals for Mac is where the small share of the platform – now and obviously far in the future – leaves the company. Although Mac and its accompanying macOS have long been quoted as the an alternative to Microsoft's Windows Live ecosystem or at least the most basic alternative, it's not realistic to think it's real.
"Macs, they play a role in the price they play," said Ezra Gottheil, an analyst at Technologie Business Research. "But if you do not have a product ranging from $ 500 to $ 600, [enterprises] I can not standardize it. "
In other words, the idea that commercial customers have an alternative to Windows is chimera.
Historically, he thinks there was the Windows 7 workstation shifted to the head when users were dissatisfied with the latest upgrade. After 2007, Windows Vista was tied up as a buggy flop, analysts noted an increase in enterprise-based Macs, even though they claimed that IT departments "slowly warm up" for malicious Vista.
The necessary migration from the traditional Windows 7 to a radically different Windows 10 – the difference concentrated in the scheduling of publishing and servicing – could have been another of those phases when users of the company again look at Windows. However, although complaints regarding Windows 10 have been recorded in some IT centers, there is no evidence that Microsoft's monopoly is threatened. Macs did not appear in workplaces.
Gottheil partially approved Microsoft. "Machines for Windows do not suck as long as they are used," he said. "And frankly, Microsoft has been an innovative company in the last six years," he added, excluding corporate product lines, cloud services and operating system improvements to make an effort.
On the other hand, Apple did not help itself, Gottheil said. "They do not offer anything new or convincing. The most [Apple’s] come up with [in the last few years] is a touchpad, "he said, referring to an interchangeable keyboard section on MacBook Pro laptops.
Apple's best shot at the company's market, thought Gottheil, not Mac, and even iPad Pro, as a replacement for notebooks. "[Apple is] paying much attention to the increased reality, and that makes sense for advertising, "Gottheil said of the new AR engine in iOS 12.
He dismissed the virtual reality as "holding his head in a bucket," something that will never get a drag in the company. But AR, where real and digital views are combined, will be a good thing.
"AR means the location and orientation of an object in the presentation of information," continued Gottheil. "Do not sin with AR [as you pull it from a shelf]. "Other applications, from field services and inventory control to real estate, construction, remodeling and decoration, would also benefit from AR tablet displays.
"The iPad has a potential, not as a general purpose device, but connected to certain applications, just an iPad," Gottheil claims.