The new Mac Pro and Apple's continued adherence to Steve Jobs' golden grid

The new Mac Pro and Apple's continued adherence to Steve Jobs' golden grid

Summary: Professional users of the Mac will have interesting choices around price and performance with the arrival of the forthcoming Mac Pro. It also shows that the market segmentation strategy that Steve Jobs enforced within Apple 15 years ago appears to be holding — and working.


Some 15 years ago, Steve Jobs' introduced a novel strategy for Apple to follow in all its products: all computer users would be divided into two segments: professionals and consumers. For each segment, the company would offer products in two categories: desktop and mobile, which at the time meant portables (laptops). Surprisingly, this simple grid continues — with some slight modifications — with Apple's latest lineup.

The forthcoming new version of the Mac Pro, announced this week to ship in December, will finally give Mac professionals a chance to fit into Apple's classic strategic grid. They've been waiting a good while.

What Apple is presenting is a desktop workstation. The $2999 base configuration will come with an 3.7GHz Intel 3.7 Xeon E5 processor (10MB of L3 cache and supporting Turbo Boost frequencies up to 3.9GHz), 12GB of DDR3 RAM (the 3 slots can currently support a total of 64GB), 256GB of PCIe-based flash storage, and two AMD FirePro D300 GPUs (each with 2GB of VRAM). This system can support as many as three 4K displays. It comes with 6 Thunderbolt 2 connectors. If you want more, there are plenty of options.

Apple Mac Pro is a compact desktop workstation.

For the past couple of years, Mac professionals have been divided on what machine to purchase: an older Mac Pro, an upgraded a previous-generation iMac (requiring a third-party upgrade kit), or a souped-up MacBook Pro. With the Mac Pro, there will be real choices for cores, RAM and performance that can address different requirements for performance.

It's all about the workflow, according to a recent post from Lloyd Chambers at his Mac Performance Guide. He offered some excellent buying advice for early-adopters, pointing out that paying more for extra cores may not be a good value, depending upon an individual's workflow (video vs. still-image processing). The fewer the cores, the greater the processor clock speed, and professional photo-editing software currently doesn't take advantage of more than 4 CPU cores.

Chambers has questions about the 8-core model.

With a 14 percent drop in clock speed, the 8-core model is not likely to outperform the 6-core model for most tasks, but it has more cache memory and this might mitigate the clock speed losses. And it’s a good middle ground for workflows which mix video with other tasks.

In addition, there's the Mac Pro's extra graphics processor. Chambers would have preferred more slots for RAM.

But Apple is clearly targeting video professionals and hoping the photographic professionals go along for the ride and believe the GPU hype (a faster GPU has never shown any advantage in my testing for mainstream photo work—actually a disadvantage along with more than a few OpenCL drawing problems and glitches—in all the mainstream Photoshop work I do). So dual GPUs is just a complete waste of motherboard real-estate for many if not most users.

The questions around performance will have to wait for real-world testing. If you are looking at pre-ordering the Mac Pro be sure to check out Chambers' analysis.

Of course, the design paradigm of the new Mac Pro is external expansion via Thunderbolt 2. No doubt, over the next year (or two) we will see storage, networking, PCIe card cages and other devices migrate to the faster Thunderbolt 2 connections. Perhaps soon, 4K video will become the standard for video content production, and here is the new Mac Pro, a machine designed to handle it.

The introduction of the new Mac Pro will restore the classic grid introduced by Steve Jobs at the Macworld Expo in San Francisco. His spare division of the market and Apple's product strategy appears to mostly be holding.

The grid eliminated a company trend in the early 1990s when Apple's hardware lineup grew to be very complicated. Apple targeted various segments — businesses, primary and higher education sites, content-creators, sci-tech companies, and consumers — with similar machines, each with different configurations and branding. Longtimers may recall the Performa line, aimed at education. I wrote about this in a post about way-early 2007 predictions that Apple would ship an ultra-book or a tablet.

Many of these machines competed against each another in different market segments; sometimes machines aimed at one segment weren't allowed to be sold into another because it might cannibalize sales from this or that division. Sometimes machines were simply rebranded, with identical hardware but with different software bundles and names. It was a mess. (Back in the days, Peachpit Press' Macintosh Bible used to have a guide to the Performa models that spanned many pages.)

On the engineering front, this situation created expensive problems for partners and customers. Often Apple would introduce costly proprietary connectors, ASICs or acceleration engines. The expectation was that these parts and ports would be expanded to other lines. However, many were only used on a single generation of machines or even a single line. With so many changes in hardware, Apple and developers had a tough time testing for compatibility.

Of course, mobility must now be subdivided into three platforms: laptops, iPads and iPhones. So, the four-square grid would nowadays be a long rectangle with 8 slots, still with only the two segments (professional, consumer) but now with four platforms: desktop computing, laptop computing (mobile desktops), tablets and smart phones.

Certainly, Steve Jobs never moved system software into the grid. Unlike its Windows competition, Apple didn't make separate SKUs for mobile, desktop uses, nor for the different segments. Neither were software programs identified in the grid.

Now, Apple is folding its system-ware and basic productivity/creative suites into a single, free package across its platforms. This back-to-the-future move reminds me of the original Macintosh 128K, which came with MacPaint and MacWrite.

Purists will point out that there are machines outside the grid, such as the Mac mini and perhaps the MacBook Air. In addition, most of the grid boxes encompass multiple models: most offer different sizes of screens and price points. Whatever.

Still, it's mostly clear to me that the Pro line includes the Mac Pro, 15-inch MacBook Pro models, iPad Air (and big-screen models), and iPhone 5s. The consumer line encompasses the iMac, 13-inch MacBooks, iPad mini and iPhone 5c. The grid still holds.

Topics: Apple, iPad, Laptops, Operating Systems, Storage

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  • Disagee

    How on earth is the iPad Air a Pro model? I don't agree with any of their tablet offerings being professional oriented. They're all content consumption devices without a real means to multitask and no discernible useful features for a professional vs. a general consumer.
    • No ability to multitask?

      You have no idea!
      • iOS does NOT multitask

        iOS could be said to simulate multitasking, but it's long been a criticism of iOS that it really doesn't:
        Processes are basically simply suspended until you return to them, save for some music apps (which doesn't do much to dispel the criticism that iOS was always just designed to be a big iPod with a phone).
        And since implementation (it only appeared in iOS4 - current), users now are constantly finding themselves having to kill those suspended processes or suffering premature battery discharge. Apple argues that it would be worse, if true multitasking WERE occurring.
        It's definitely NOT elegant, and NOT true multitasking.

        And I don't believe ANY implication was made that the Mac didn't multitask - of course it does.
        • Simulate multi-tasking?

          If, as you state, there are some apps that do not get put to sleep (music apps, games, etc), then iOS multi-tasks. It may not provide the user with simultaneous access to multiple apps, but that doesn't mean the apps aren't actually working in the background.
          • A bareboned basic version of multitasking .. at the very most

            the way iOS 7 does it, it is AT MOST a extremely pared downed and basic version of multi-tasking.

            And it is really not that optimised .. witness how the battery life of iPhone 4/4s get shot to hell and how laggy it becomes for some user when the multitasking was turned on for many apps .. forcing them to actually turn it (or at least turn it off for a majority of the apps)?
      • A better comment would be to say "useful multitasking"

        Apple made a decision, not a good or bad one, to not support third party apps from multitasking. It has served them well since a task or process running in the background uses resources, can become a zombie, misbehave, etc. But it also means the device is less useful or flexible but more stable and more dependable battery expectations.

        Most people do not need multitasking so iOS works just fine for them. Personally I like having a more powerful flexible device such as Android or Windows.
        Rann Xeroxx
        • So you're comparing a Mobile OS

          To the desktop version of another Mobile OS. On phones, Windows does not truly Multitask. Or the battery wouldn't last more than two hours. The Surface Pro 2 gets less than 2 hours, when run at near 100% load at full screen brightness. Now honestly compare te batteries in a Microsoft Lumia pone, and a Microsoft Surface Pro 2.
          I hate trolls also
          • yet Surface RT/2

            Can split screen and multi-task like doing email, Web Browsing and Skype all at the same time without hurting battery...

            How do you explain that?
          • re: yet Surface RT/2

            wow, 17 people "liked" you already. I wonder what got them so excited? Is it mentioning Surface... or maybe suggesting that one might wish to video-chat while going through email and keeping eye on the game, all at the same time?
          • Or because they are just flagging something that they don't understand

            .. cause the ignorants always fear the unknown
          • LOL

            Yeah, let's divide our already tiny screen in half just for the appearance of doing two things at once, useful or not. Surface RT is trying to be a crippled desktop computer when it should be trying to be a better tablet computer. If I want to use Windows with multiple windows open at once, I'll use my desktop that has 3 large displays. For my tablet usage, low weight, long battery life, and responsiveness of the UI are more important than running bloated software using a bloated OS on a bloated tablet. I'll keep my iPad and you keep your Surface. To each his own.
          • great suggestion, BillDem

            that would have worked out great for 67cougargt down the thread
          • Yup...

   a test on my Surface 2 I opened all 5 of the Office apps (Outlook, Excel, Word, PowerPoint, and OneNote), in their own windows, cascaded, on the desktop, and then opened two apps side-by-side on the Start Screen, watching Star Trek via Xbox Video in one window and had Twitter up in the second. Then I flipped back and forth between the Office applications and the Start Screen, closed Twitter and split the screen in half and opened each of the Office applications in the second window (desktop app and Start Screen app running side-by-side). Worked flawlessly.
          • Agreed

            the only mobile OS I know that provides true full multitasking is BBX (BlackBerry.) And even there that's turned off by default (they call it 'presentation mode' for some reason.)

            True multitasking is really, really hard on battery life. That's why the mobile OSes don't do it (yes, that includes Android.) iOS is a fork of OpenSTEP/OS X, so the capability is in there... they just don't allow it.
          • Just yesterday

            I was watching a movie on my note 3 when a text came in from my daughter. Split screen kept my movie going and answered her text....That's just one example.
          • Surface Pro/2

            Pro gets way more than 2 hours battery life. I have the original Pro model and it goes at least 6 hours of 'real' use -- days in standby mode.
          • What misinformation

            Windows phone and android OS does do multitasking .. and it is a truer multitasking than the way Apple does it.
    • Surface Pro

      ... well Surface Pro beats ipad in any imaginable way and it is not just content consumption device but a full work station.
      • And at $1,799

        A 13" Retna MacBook Pro beats the $1,799 (you need to pay an additional $129.99 for the Keyboard) Surface Pro 2 in every imaginable way, from performance, to battery life, to even the basic specifications. Your point is exactly what?
        I hate trolls also
        • Not Quite

          Does it have a Touch Screen? Does it have an Active digitizer? Can you detach the keyboard an use it like a mobile device?

          Didn't think so.
          Richard Callaway