John Ternus with the small Mac mini, which wasn’t the only thing shorter than expected
Take the rest of the week off — as Apple is. The promised week of announcements turned out to be three days, as Apple confirms there are no more products to reveal.
It was Greg Joswiak, Apple’s senior vice president of worldwide marketing, who told us to “Mac” our calendars for “an exciting week of announcements.” True, it would have been less of a snappy line if he’d also wedged in the words, “on Monday, Tuesday, and Wednesday.”
But he could have just said that there were to be exciting Mac announcements “next week.” Instead, the suggestion was a week of announcements, and the reality was three.
Those three began with the iMac, which externally is identical to the last version. It ended with the MacBook Pro, which is close to identical externally to its predecessor.
In the middle was the big news of the “week,” the redesigned Mac mini. Dramatically that should have been the last reveal, but the MacBook Pro is the firm’s big seller, so it got the finale. On Wednesday.
If you’re thinking that there could still be two more announcements, two that are somehow Mac-related without being new Macs, you’re right. There’s even the fact that we now know that Final Cut Pro is about to be updated with AI features, if not necessarily Apple Intelligence ones.
Except Final Cut Pro is surely a product. And we dp now specifically know that the product launches are over for the week.
“I’m glad you could join us for the last day of exciting product announcements for the Mac,” John Ternus, senior vice president hardware engineering, says at the start of the MacBook Pro launch video.
Apple doesn’t only make products, of course, as it ever increasingly making services. It’s hard to think of any Apple Services that are specific to the Mac, however.
There is definitely one Mac service. But Apple is going to get some funny looks if it tries continuing the “exciting week” with an update to AppleCare.
That would still leave one more day to fill. Doesn’t look like it, though.
