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Jobs: 'No hidden meaning' in lack of Mac Design Awards

updated 01:00 pm EDT, Thu May 13, 2010

Claims iPhone focus is part of 'normal cycle'

People shouldn't panic at the absence of Mac categories at this year's 2010 Apple Design Awards, says Steve Jobs. In an e-mail, the CEO explains that Apple is "focusing primarily (though not exclusively) on iPhone OS" for WWDC 2010. "Maybe next year we will focus primarily on the Mac. Just the normal cycle of things. No hidden meaning here," the message concludes.

Concern has been expressed that with the iPhone now representing a dominant portion of the company's revenue, and the iPad on the rise, Apple may be interested in de-emphasizing Macs. Jobs has also referred to the industry as being in the "mobile era," rather than one of "PCs and mice." The e-mail could suggest though that Mac OS X 10.7 will indeed be a focus of WWDC 2011, as has been rumored.

by MacNN Staff



  1. Bobfozz

    Joined: Dec 1969


    the Mac rumor mill...

    is incredible when it comes to gossip. I am glad Steve came out and told people to relax... there are times when too much reading between the "lines" is out of place.

  1. Feathers

    Joined: Dec 1969



    It seems that Apple are doing a lot of explaining this weather where, in the past, they remained resolutely tight-lipped about everything. Are they feeling a tiny bit defensive?

  1. Jonathan-Tanya

    Joined: Dec 1969


    He's right

    He's right, the meaning isn't hidden, its rather obvious.

    And this has always been Jobs style - just to say exactly what he means. If you ever want to understand Jobs, consider the words he uses....

    Oh its hopeless, you didn' t even understand my comment. Nevermind, go back to your day.

  1. testudo

    Joined: Dec 1969


    Re: rumor mill

    Well, if you're going to be tight-lipped company like Apple, never saying anything at all, unless it is time to release a product, then this is what people have to do. Try to figure out what Apple's plans are.

    Apple has a long history of killing or diminishing the role of their products without ever saying a word about it. They don't give customers and forewarning like "We're going to kill the xRAID product after next month". They just make it 'vanish' from the apple store.

    So please excuse all the people looking around for hints and ideas about where OS X is heading. Because it isn't like Apple ever tells us.

  1. chas_m



    "Rebuilding Year"

    Contrary to Trolltudo's veiled-but-laughable suggestion, Apple is not a) killing off the Mac or b) de-emphasizing it. But the fact of the matter is that 10.7 isn't coming out this year -- in fact, I would be surprised to see it before WWDC 2011, and even that is likely to be a teaser for its release in 2012.

    The Mac OS X team hasn't lost a single job, so they are clearly still working away on it -- they're just a long way from the point where they want to talk about it.

    In the meantime, Apple has products that are exploding in sales and requiring a lot of attention just now -- the iPhone is still going gangbusters (and about to enter its first true "upgrade cycle"), and the iPad is doing incredibly well too (and will do even better when iPhone OS 4 is released, followed by the Xmas buying season).

    It makes PERFECT sense for Apple to focus on that end of their business this year, EVEN if that means pulling resources from the "Mac side." The present lineup (with the notable exception of the Mac Pro) is very solid, the present OS is frankly pretty darn great, and more time till 10.7 just means that millions more customers will have finally cycled up to Intel machines from the last of the PPC machines, meaning less bitching when 10.7 comes out. Not to mention there will be something like around 12-15M "switcher" Mac users that will have come to us from 2010-2012, for whom everything NOW is still brand new but will be hungry for some change in a year or two.

    No company -- no matter how amazingly amazing -- can fire on all cylinders, all the time. The Mac, referring to the entire family of machines with that name, has reached a crossroads (again with the notable exception of the Mac Pro, which I fully expect will finally be revamped this year). Computing itself is changing again, in part thanks to Apple itself but in part due to other factors coming into play (like increasingly ubiquitous internet, increasing mobile needs, changing cellular-data landscape, and further separation of "pro" and "consumer" uses).

    I think its entirely appropriate that Apple take a little time to step back, stare into their crystal ball for a bit and decide where to take the Mac next. 2012 is shaping up to be an amazing year for Mac enthusiasts.

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