14 DAY TRIAL // Apple’s CEO Tim Cook says Cupertino is still focused on the desktop business, revealing that the company is already planning new iMac models.
The company launched the MacBook this year with several new features, including the more or less controversial Touch Bar, but there were voices claiming that Apple surrendered in the desktop market, where rivals such as Microsoft made significant investments.
Back in October, Microsoft introduced the Surface Studio, the company’s first all-in-one PC that’s directly positioned as an iMac rival, but which comes with extra features, including a touch screen, support for accessories like the Surface Dial, and a hinge that converts it into a drawing board.
Apple, however, isn’t giving up on desktops, and Tim Cook said in post on the Apple Web for company employees that new models are already planned. Cook also praised the existing models, saying that they still provide some of the best features in the world.
“The current generation iMac is the best desktop we have ever made and its beautiful Retina 5K display is the best desktop display in the world,” he said.
New models possibly coming next year
Cook went on to explain that customers shouldn’t worry about the desktop business because Apple is still deeply involved in this market, obviously without providing any specifics.
“Some folks in the media have raised the question about whether we’re committed to desktops. If there’s any doubt about that with our teams, let me be very clear: we have great desktops in our roadmap. Nobody should worry about that,” Cook said.
“We’ve got a ton of things on our roadmap that I can’t talk about, but that I’m incredibly excited about, that are the result of pulling that string and not being bound by the box that so many people in life get bound by.”
Although no specifics were provided, Apple is expected to launch new iMacs next year, either in the spring or in the fall. Of course, this is just speculation for the time being, but 2017 should be the year of desktops and iPhones for Apple.