How the Mac Will Die

How the Mac Will Die

Another Apple announcement, another de-emphasis on the Mac brand. It seems that every time Apple opens its corporate pie-hole, the venerable Macintosh brand drops down a notch in importance, and the Mac’s future demise seems more likely.

I was on a recent episode of Leo Laporte’s MacBreak Weekly, and after an hour and 45 minutes on a show with “Mac” in the name, the M-word was scarcely mentioned.

No, the Mac brand isn’t going away soon. I’m sure they’ll be upgraded and improved and sold for years to come. And they’re not failing in the market.

But it’s clear that the Mac will die. Sort of. Here’s what I’m talking about. 

In Apple’s recent earnings report, the company said Mac sales were up by 19 percent compared with the same quarter a year ago.

Actually, the Mac sales picture is more complicated. Even though Mac sales were higher in Q4 than last year’s Q4, they actually declined compared with the quarter previous — by 6 percent. In other words, Apple sold more Macs in the months of July, August and September than they did during the holiday quarter of October, November and December.

And even year-over year, Mac sales declined in North America, which was compensated for only by huge increases in Europe and Asia.

And compared to iOS business, forget about it. Apple sold more iOS devices in 2011 alone than the total number of Macs in the last 28 years. Yes, iOS devices are cheaper to buy. But they’re also more profitable in part because Apple gets one third of all money spent on apps.

Macintosh could never beat Windows on market share. But from a business perspective, Apple’s revenues on iPhone alone exceed all revenues from all Microsoft businesses now. Steve Jobs lived long enough to PWN Bill Gates. But he didn’t do it with the Mac.

The Mac is a solid business and Apple isn’t about to abandon it. But it’s also true that the company is slowly preparing for a world without Mac.

Mac OS X Without the ‘Mac’

Apple announced this week that the platform formerly known as Mac OS X would in future be called simply “OS X.”

The company has done something like this twice before.

A few years ago, Apple removed the word “Computer” from the name of the company. It used to be “Apple Computer Inc.,” and they changed it to “Apple Inc.”

Apple is a stickler for accuracy and consistency in the names it gives to things. Apple removed the word “Computer” because the company now makes so much more than computers.

More recently, the company changes the name of its mobile software from “iPhone OS” to “iOS.” And for the same reason: Accuracy and consistency.

Because the iOS would power iPad as well, the name “iPhone OS” made no sense.

So why did Apple take the “Mac” out of “OS X”? I think it’s clear that the operating system will soon be making its appearance on hardware products that do not have the “Mac” branding.

The long awaited, rumored and speculated about TV set from Apple is one possibility.

Another possibility is Apple’s future touch-based desktop and laptop systems (which Apple hasn’t announced, but which some people including Yours Truly believes to be inevitable).

A third possibility is that OS X could one day replace iOS on iPads.

A fourth possibility is a line of completely unexpected branded products.

And while Apple is taking the “Mac” out of OS X, it’s putting the iOS in.

OS X Becomes More iPad-Like

When Apple announced Mac OS X Lion, many were surprised by the many iOS-like features added to the platform.

Apple added multiple home screens, new multi-touch gestures for the Magic Trackpad and MacBook trackpad, and full-screen apps. They added little touches, like jiggling icons and folders and a Mail user interface that looks just like the app in iOS.

The most extreme example of Apple preparing you for a multi-touch desktop future is the reversal in the direction that the page goes when you gesture up or down on a trackpad. Now by default when your fingers gesture down, the page goes up, just like on an iPad. It’s extreme, because it involves not just a feature, but a re-training of the user.

The OS X Mountain Lion announcement ushered in even more iOS features. And these tend to be more about making the Mac usage model more like using an iPhone or an iPad.

For example, the addition of Messages, Reminders, Notes, the Notification Center and social sharing enables users to use their Macs like iPads. The behaviors and impulses that your iOS gadget has trained you for now work on Mac.

New Mountain Lion features also unite iOS and OS X systems with improved iCloud, AirPlay and Game Center integrations.

So now the trendlines are clear. Apple will allow the venerable Mac brand to be “cannibalized” by its current mobile products, and by future desktop products that look, feel and function like its current mobile products. And the OS that powers the Mac will continue to evolve into product lines that do not have the Mac branding.

Some day the Mac will die. But it will be re-incarnated into lots of other products that are not called Mac.

The Mac will die. Yet the Mac will never die.

Picture courtesy of Steven M Scotten: http://splicer.com/2011/10/05/steven-paul-jobs-1955-2011

Related
  • The978net

    What a load of rubbish. Talk about attention-grabbing, meaningless headlines.

  • JohnWilson

    Worse than linkbait, this article misses the whole point of what Apple is trying to do. They don’t want to de-emphasize Mac brand. They want to reinvigorate it by showing people it’s just an extension of iOS, nothing more. PC users have long looked at Mac in a suspect way, fearful that switching platforms would be too confusing. By extending iOS Apple is reassuring people that it’s very easy to switch platforms. You guys missed the boat here.

  • stopshissthit

    Cult if Mac dying too, now I feel it so clear!

  • stopshissthit

    I hate you.

  • stopshissthit

    Mike Elgan is pseudonym of Steve Ballmer?

  • Weatherstone HOA

    122

  • Thel Vadumee

    or maybe OS X for PC? :3

  • ??nD ??os??A

    OS X + iOS = OS Xi (read OS eleven) 

  • Mike Elgan

    In what way do you mean? Is there something in the post itself you disagree with? 

  • Mike Elgan

    You don’t think that removing the word “Mac” from the name of the OS is a de-emphasis? 

  • Demonstr8r

    “The most extreme exam­ple of Apple prepar­ing you for a multi-touch desk­top future is the rever­sal in the direc­tion that the page goes when you ges­ture up or down on a track­pad. Now by default when your fin­gers ges­ture down, the page goes up, just like on an iPad.”

    When I gesture down on my iPad the page scrolls down in the same direction. Just curious, do you own an iPad?

  • XK9

    Sorry 978, but I respectfully disagree. Mike is making a very astute observation here. The 00s saw Apple’s core business make a seismic shift from things known as Macs (computers) to a considerably wider range of consumer electronics. As Mike points out pocket computers sold as phones, tablets and media players count for the Lion’s share (pun intended) of the company formerly known as Apple Computer’s business.

    Apple has migrated its focus away from marketing the MacBook, iMac and Mac Pro. Mac is no longer the brand- Apple is. Justin Long and John Hodgman are unlikely to reprise their roles as Mac and PC (respectively).

    Apple is now the successful company that it is because it returned its focus to making it products appeal to “the rest of us”- the same audience the original Macintosh targeted. Personal computers will continue to exist. But Apple has capitalized on putting its excellent software into its other excellent hardware. Unlike Windows, Apple still insists on being responsible for both software and hardware. (Incidentally, one Microsoft’s of most successful products- the XBOX, is an Apple-like hardware and software package).

    So now, “Mac” is less important to Apple.

    Truth be told, I don’t really qualify as “the rest of us.” As a graphic designer and creative director, Macs have been integral to my work and my career for more than 20 years. A robust MacBook Pro and MacPro are my main work, communication and creative platforms.

    Apple’s downgrade of the Mac as its core business is, for me, a double-edged sword. It means the company I rely on for quality tools is not teetering on the edge of ruin. But it also means that, those kinds of tools are no longer at the top of their priority list. Apple seemed to thumb its nose at the professional editors who used Final Cut Pro with the release that made it the least Pro version ever. EDLs (edit decision lists) and backwards compatibility seemed to be of no concern. Autodesk couldn’t have scripted a better decision for their competitor to make. Avid is back on top.

    Also the MacPro seems to be a very low priority. And that concerns me.

    http://xk9.com/bones/all-my-ma

  • Ian McPhee

    if apple is all about consistency then why is iTunes so inaptly named? surely a media portal that does everything from music, tv shows, books, apps and so on need a better all encompassing name. perhaps iMedia? i dunno. Personally, my iTunes account has much more TV shows and movies than music. iTunes as a name just annoys me.

  • skratchworx

    All I see is making the OS more generic and not tying it to any particular product platform. A quick look at the Apple Store saw 5 different computer products called Mac of some sort. Mac is Apple’s computer platform, and given the sheer strength of the brand, I don’t see Apple computers being anything  but Mac for a very long time to come.

  • EasyOSX

    Macs have had Spaces for a while now, so I don’t see how multiple home screens are a part of the iOS-ification of Macs.  Also, WIndows is a more extreme example of how their mobile platform is influencing their desktop OS.

  • prof_peabody

    Really, really, really speculative.  You have almost no facts here and even with the wild speculation you only cover a few unlikely theories.  

    You didn’t even mention the obvious possibility that they might be doing this because they are removing the “Mac” from the only three products left that use it (MacBook Air, Macbook Pro, and MacPro).  Of these three product lines, *all* are due for a refresh in the next three or four months, and one of them might be going away altogether.  

  • prof_peabody

    There will never be an “OS XI” (OS Eleven)

    If you think there will be, you haven’t got a clue about Apple, marketing, branding, etc. 

  • Jason Velazquez

    Wow, the prospect of change brings out the ugly in people. I couldn’t agree with you more, Mr. Elgan. Please prepare your ‘I told you so’ part II of this article. Again, great insight to possibility and not probability.

  • MySkyizBlue

    what about the iTunes store?

  • travisb238

    This article is worthless. Your assumptions about the Mac brand are as much a shot in the dark as anyone else. You think you’re on to something in this article, but you’re not. FAIL

  • Shameer Mulji

    No, I don’t think it’s a de-emphasis.  OSX is the software.  Mac is the hardware.  iOS is the software. iPhone & iPad are the hardware.  Very consistent.  Mac, as hardware, is still here to stay.

    I do agree, that by taking the word Mac out of OSX, Apple does plan to put OSX in hardware that is not Mac.  Whether that’s in the iPad / iPhone or some other new device remains to be seen.

  • travisb238

    No. Mac is the hardware and OS X is the software. They’re trying to emphasize that fact.

  • jamesdbailey

    “Actually, the Mac sales picture is more complicated. Even though Mac sales were higher in Q4 than last year’s Q4, they actually declined compared with the quarter previous — by 6 percent. In other words, Apple sold more Macs in the months of July, August and September than they did during the holiday quarter of October, November and December.”

    I’m pretty sure this is just plain wrong. Your thesis has problems.

    4.89 million Macs were sold in Q4
    http://www.cultofmac.com/12456

    Apple shipped 3.95 million Macintosh computers during the Q3
    http://www.macrumors.com/2011/

  • ScorpionGeorge

    Many Apple customers, including myself, were introduced to Apple through the iPod, iPhone, or iPad. I think Apple is bringing iOS features to OS X not just simply to add new features to the Mac, but to attract more people to the Mac. There are so many iOS users, therefore adding iOS features to the Mac will probably appeal to those users, because OS X will feel familiar to those that have never used a Mac, or don’t own one. I don’t think iOS features on the Mac foreshadow the end of it. I don’t believe that will happen until a bigger, better company with more impressive products arises.

  • ScorpionGeorge

    I totally agree with what you’re saying! iMedia doesn’t sound right, but it makes sense why Apple should change the iTunes name to something more general, if Apple is really so “consistent” with their product names.

  • ScorpionGeorge

    Interesting! Although, I can’t say there will be OS eleven.

  • RitishOemraw

    They will do what every major company wants to do: Merge OS’s
    Microsoft isstarting it with Windows phone 8 and Windows 8
    Google will eventually do it with Android and Chrome OS (only later when mobile devices have a better more stable internet connection)

  • JDWages

    An excellent article, Mr. Elgan.  As an Apple customer and Macintosh fan since my 128k in 1984, I cannot agree more with your consensus, which shockingly many rather uneducated commenters here are calling “wild speculation.”  Most of these same nay-saying commenters cannot see the forrest for all the trees.  Nor do they recall Steve Jobs’ own prediction of the death of the Mac exactly 16 years ago to this very day (Feb. 19, 1996, Fortune): “If I were running Apple, I would milk the Macintosh for all it’s worth — and get busy on the next great thing.”

    “The Mac will die. Yet the Mac will never die.” 

    Yes.  But to us who hold the Mac dear to our hearts, we worry that such will be a zombie-like living death that no one really wants or likes.  Worrying times indeed.

  • Fodiographer

    You forgot the iMac buddy …. Love my 27 inch iMac :)

    I almost forgot the Mac mini …. So 5 products with the name Mac!

  • jamesdbailey

    “Actually, the Mac sales picture is more complicated. Even though Mac sales were higher in Q4 than last year’s Q4, they actually declined compared with the quarter previous — by 6 percent. In other words, Apple sold more Macs in the months of July, August and September than they did during the holiday quarter of October, November and December.”

    Let me try again. You are using calendar quarters instead of Apple’s fiscal quarters. You are wrong. Apple sold more Macs in Q1 2012 than they did in Q4 2011. From Apple’s PR:

    http://www.apple.com/pr/librar

    “The Company sold 4.89 million Macs during the quarter, a 26 percent unit increase over the year-ago quarter.”

    http://www.apple.com/pr/librar

    “The Company sold 5.2 million Macs during the quarter, a 26 percent unit increase over the year-ago quarter. “

    By my math, that is a 6.3 % increase not a decrease.

    Again, your thesis is flawed. Mac sales are on an increase overall not just against the same quarter.

  • flyboybob

    The Mac was the next great thing that Apple did after the Apple II series of computers and no one is lamenting the end of the Apple III. The world changes and the traditional desktop computer will change. The iPad and its successors may very well replace the Mac and the PC everywhere. My wife and daughter never use our family iMac since I bought them iPads. The iMac is the media hub for them through iTunes. With cloud computing they will not need to have iTunes on a computer or a local hard drive. My employer, a died in the wool Microsoft company is starting to buy iPhones for their executives and many employees are bringing iPads to work. They still have desktop PCs, but for how long?

  • Custom

    Mac are too expensive…. Apple should begin to offer less expensive alternative….after 28 years trying to get market share ,it’s time to wake up… Thinking students’s budget and middle class…

  • wilburg

    As the Mac and the iPad evolve, the gap between their capabilities and performance will begin to disappear, and, it seems reasonable, that more users will choose the iPad over the Mac.  Consider, also, those users who currently own a Mac and a iPad – over time, many of these users will see no added benefit to having both, and many of these will drop the Mac.  So, what is to become of the “Mac” brand name when we will own an iPad, or an iPhone, or both, when we are able to set them down on a “glass” table top and become (wirelessly) part of a computer system whose display is the “iCoffeeTable”?

    So, what, at this point, is in a name.  Apple’s computing systems will continue to evolve and provide more and more capabilities.  In the beginning there was the word, and the word was “Apple”

  • Forest Walker

    Oh, look… It’s Mike Elgan talking out of his ass as usual… Also notice all the readers, as usual, asking him to stop writing for a living. Take a hint CoM, stop allowing this guy to write for you.

  • Jaime Cruz

    dont be ignorant and read clearly before you post something

  • Aj Tk427

    iTunes is way to synomunus with Apple to rebrand it.

  • d_n

    • Sensationalistic headline?
    > Check.

    • Headline includes “Apple” and “die”?
    > Check.

    • Unfounded assertions?
    > Check.

    • Mike Elgan column?
    > Checkmate.

  • d_n

    iPhone also is more than just a phone, yet they chose a simple name like that from the outset. ?_?

  • Sdreed91

    They have seen increased profits and revenue for awhile now. I think they are doing something right.

  • bsimpsen

    It’s not Apple that must wake up, it’s you…

    http://mac.blorge.com/2010/08/

  • sweeneydavidf

     I’ve read it a few times.  I am still confused by this comment.  Please show me how when we gesture down on the mac trackpad, the page goes up, “JUST LIKE ON AN IPAD”?

  • FurryMoses

    I can only hope this is wrong, because the one thing I keep thinking is how would any professional get any work done if the Mac dies?

    Do you know what sort of power (RAM & CPU) running Logic (Audio) needs for it work anywhere near bearable?
    I’d like to see a prediction on how that will be achieved on iOS. The complexity in the user-interface of such software would be more hindered than helped with a touch-screen interface. In fact, it would be unbearable without some sort of external input.

    It seems to me, if iOS is taking over, semi-professionals & above will have to start using “something else”. GarageBand on the iOS is nice but there’s a long, long way to go before it’s going to be able to do anything like what Logic on a current Mac can do.
    Any my point is, even then, you need multiple monitors, Terabytes of space for samples etc (and iOS is all about hiding files), it doesn’t seem to me that iOS can move forward and be used by professionals at the same time.

  • sweeneydavidf

    I’m coming to the end of my rope with Mike Elgan.  I generally don’t leave comments, especially negative ones, but his columns, and his guest appearances on my favorite podcasts of late, are really starting to get to me.  This is just more of the same nonsense.  I apologize for adding more negativity to a blog post comment section, but I feel that CoM needs to be made aware of this consistently terrible “journalism”.  Its really too bad that there are some people that lap this stuff up.

  • jgolombek

    It’s semantics. The page “moves” down revealing what’s above, so you gesture down to make the page “move” down to go to the top of the page, opposite of the way it has always been on the desktop for all platforms.

  • jgolombek

    see my reply to above. cheers.

  • Shameer Mulji

    I understand where you’re coming from but in all fairness to Mike, this is an opinion piece, not an investigative one.

  • rlkehoe3

    This blog, and the related thread, totally surprise me.  How quickly people seem to forget!  ‘OS X’ was briefly the name of the operating system when the first iPhone came out.  Back then, it seemed clear this was a nod to give iPhone legitimacy as a supercomputer among ‘smartphones’.  Now the name returns, and most likely for the same reason.  The will establish this operating system as the ‘adult’ sibling of iOS so they can legitimize the new products coming.  I wouldn’t be surprised if this isn’t whatever the ‘iTV’ turns out to be.  But I also wouldn’t be surprised if it doesn’t turn out to be the iPad real quick.  

    Why?  Because think about it from Apple’s perspective.  Alot of people are buying iPads, and in increasingly sophisticated ways.  The iPad will gain more from being linked with the heft of an OS X, then with the iPhone’s OS (of course underneath, this most likely all a spectrum of overlapping software).

    Also, what is an iMac but a giant iPad on a stand.  Think about the original LCD iMac.  It had all the ‘computing’ parts in the stand.  Then they moved it up with the screen.  If you bought one of the metal stands for the iPad, it starts to look like a small iMac.  What would be the impact of a modest but effective computer that was BOTH a desktop and a mobile device?  If the iMac were just a more powerful iPad, or the iPad a shrunken iMac, what would happen to the market for those devices?

    Or how about the MacBook Air.  Think a couple iterations ahead and is it hard to imagine this isn’t just an iPad with a detachable keyboard?  There are clunky third party solutions that do try to accomplish this.  

    This is all just speculation, of course.  But I think it is interesting to look at the directly Apple’s developments have taken them over the last 15 years, from the first iMac to now.  I think they are somewhat opportunistic about where things lead, but I also think there is some clear premeditation in that development.  I’ve been a Mac user since 1987, and used the Apple II in high school to learn Pascal.  I admit to a certain fascination with the evolution of this stuff, but I do think my suggestions above are consistent with what I’ve seen (and reading the Jobs biography only makes me think so even more!)

  • Shameer Mulji

    Well then “educate” us and give us your thoughts on why there won’t be.

  • Porkbamboo

    The iPad is a less expensive alternative.

  • sweeneydavidf

    Agreed.  My frustration was more to do with past podcast appearances and columns, rather than this piece.  This is one of least ridiculous of late, and I realize it is opinion.  Its just when your at the end of your rope, it doesnt take much to make you fall.  For the record, I do appreciate Mr. Elgan’s Apple optimism, and I sometimes agree with his conclusions.  Its the reasoning he uses for some of his conclusions that gets to me. Its so child-like sometimes.  But anyway, I regret posting a negative comment in the first place.

  • spfanstiel

    You’re confused because you’ve read it and it just sounds wrong, so you’ve posted not once but twice, but you haven’t yet actually THOUGHT about what is happening.  Following this sequence may help quell your confusion:

    1.  You are half way down a page.
    2.  You move your fingers in a DOWNWARD gesture (from top to bottom).
    3.  The page moves toward the top of the page.
    4.  Ask yourself, which direction did the page just move.  Up?   or Down?
    5.  If you still need help deciding, press Page Up on your keyboard (or COMMAND-UP).  Did the PAGE move UP or DOWN?

    This is the way the iPad works.  And iPhone.  And iPod Touch.  And now, with Lion (unless “Scroll Direction: Natural” is disabled) Macs work too.

  • AmmA Centre

    i login to cultofmac at least 5 times a day and pick through the blogposts, rarely taking notice of the author but every so often I read an article that irritates me…….unfortunately I usually discover ‘Mike Elgan’ named as the author. Tim Cook spoke this week about tablets being the future, we all know the role of’ PCs’ is in decline and will continue to be but this blog post merely makes a sensationalist story out of a few loose statistics and a relatively unimportant name change by Apple. Come back to us when you have something meaningful to report Mr. Elgan……in the meantime, the tabloids await your sensationalist hot air!

  • Brianna Wu

    I have to admit, it doesn’t make me happy – but I think you’re spot on, Mike. Apple, as a company is terrified of complacence. Eventually, we’ll move beyond Mac, even for professional users.

  • AmmA Centre

    what are you on about. if you think they are too expensive, don’t buy them….why are you even on here?

  • Ryan Baumann

     Strange, I don’t see “Apple” in the title.

  • mcored

    You scroll down. Page goes up. spfanstiel explained it well. 

  • AmmA Centre

    how is this article ‘great insight’…we know that the future rests with ‘tablet’ devices…..hardly a ground breaking piece of research on show here! personally, i log into this website to learn things i don’t already know….

  • DamienLavizzo

    If you want to call it something, call it “logical” scrolling versus “physical” scrolling.

    Lets say you have a horizontal line that cuts across the middle of your screen, right in the center. On the iPad, if you move your fingers from top to bottom, that line will go downwards (away from the top of the screen). That’s what I call “logical” scrolling, it makes sense that if I “pull” the screen down it should move in that direction. 

    In Snow Leopard, swiping from the top of the trackpad to the bottom will actually make that line appear to move upwards (towards the top of the screen), more like a scroll wheel would. This is what I call “physical” scrolling since it more closely mimics a physical device (the scroll wheel). 

    You can see the difference in Lion very easily – there’s an option under “trackpad” to change the scrolling back to the old, pre-Lion way. Also note this only applies to Lion. If you’re using Snow Leopard or older, so far as I know you only have the “physical” scrolling option. 

  • Francisco Silva

    everything eventually comes to an end, brilliant journalism.

  • Francisco Silva

    everything eventually comes to an end, brilliant journalism.

  • AmmA Centre

    “Apple announced this week that the platform formerly known as Mac OS X would in future be called simply “OS X.” “
    Maybe, just maybe, someone in Apple looked at the name ‘Mac OS X Mountain Lion’ and thought, lets simplify things! 

  • AdamC

    I too am confused, when my finger moved downward (south on my iPad) the page moved down as to the bottom of the page.

  • Shameer Mulji

    If that’s the case they should’ve just called it OSX 10.8.  I think that sounds better & more simple than adding large cat names after them. OSX 10.8 Mountain Lion doesn’t sound so great and it’s a mouthful actually.

  • Shameer Mulji


    Its just when your at the end of your rope, it doesnt take much to make you fall.”

    This is very true.

  • spfanstiel

    Wow, you’ve got a strange iPad.  Did you buy yours in China?  Or you’re holding your iPad upside down (with screenlock enabled, of course).

  • sweeneydavidf

    While I thank you for your time to respond, I still disagree.  I think we have a misunderstanding about a of couple things.

    Most importantly, the difference between the “Page”(the content) and the Viewport (the window)

    1. When I move my finger upward on an iPad/iPhone/Lion mac, the content(page) moves in an upward direction. 

    2. When I swipe my finger from top to bottom, the content(the page, or virtual piece of paper) move with it in the same direction – downward.

    The viewport stays stationary but appears to move in the opposite direction your fingers are moving, which is where the confusion comes from.  The only thing actually moving is the content(page), which moves in the same direction your fingers are moving.

    Mr. Elgan used the term “page” in his piece. 

    The Page Up/Page Down keys have really always been semantically incorrect and would make more sense as Page Top/Page Bottom keys.  When you hit the Page Up key on a keyboard, you are actually making the content on the page move downward. 

    Think of a webpage as 6 foot long piece of cardboard that you are holding out in front of your face.  Your have the 3 foot mark directly in front of your face.  You want to get to the top of the cardboard as fast as possible.  What do you do?

    Answer:  You drop(downward movement) the piece of cardboard, and catch it right before it hits the ground.  

  • AdamC

    It also could be the end of calling the OS by big cats’ name.

    Mike could be on to something and OSX can migrate to iOS and put to use in some unannounced line of products.

    Apple may also be preparing for the day of their A line of chips.

    Who knows except Apple.

  • Shameer Mulji


     Apple, as a company is terrified of complacence.”

    They should be & I hope Apple’s culture and leadership always maintain this philosophy.  Ex-Intel CEO Andy Grove wrote about it in his book;

    Only the Paranoid Survive.

  • ddevito

    Prof Peabrain strikes again.

  • RipRagged

    The Macintosh was not the ultimate expression of Steve Jobs’s “computer for the rest of us.” The iPad may be. He wanted a bicycle for the mind. That reality lies somewhere between the iPad and the Mac. In the iterative merging of the two we will find the point of convergence.

    The title “Macintosh” may die. The continued reduction of complexity in the use of technology will continue with Apple’s ongoing innovation.

    In the interim, Windows will die. Windows in on life support now. There hasn’t been a positively meaningful update of the system since 2000. XP is ancient. Vista sucked. Windows 7 is unexciting, and Windows 8 is garnering about as much excitement as a lukewarm bowl of oatmeal.

    Apple won.

  • ddevito

    Android is a real OS, not made for iToys. Too bad Apple thinks otherwise.

  • ddevito

    The iPad is too easy to use to be considered a bicycle for your mind.

  • ddevito

    Isn’t iOS a streamlined slimmer version of OS X anyway – seriously, why the whining? Jeez all this infighting sounds like an Android site’s comment section.

  • DamienLavizzo

    Macs are actually cheaper in the long run. My MacBook Pro is 31 months old, and I really can’t come up with a reason to replace it yet – the finish still looks brand new and the processor is still capable of everything I ask it to do. Paying a little more for a quality product up front saves you a world of headache and expense in the long run. Sure you can buy a cheap laptop for 300-400 dollars, but you’ll end up replacing it in a year thanks to the low-quality components and cheap materials. Further, most of the reduced cost on a PC is provided by all that crapware that your computer comes stuffed with, something that Macs have never had, so far as I know.

  • DamienLavizzo

    How long have they been predicting the Mac Pro was on it’s way out? And yet every time I go on the Apple website, they still have the Mac Pro pretty prominently displayed. 

    The only people I believe when it comes to Apple product decisions are people that work for Apple. 

  • Jordan Burger

    Mike I love your work I really do, but as an Apple Developer I have to agree with everyone else, it makes no sense to keep calling OS X “Mac OS X”, Apple is clearly re-defining the Mac line and to do that they are separating things into Hardware (Mac products) and then the software that powers them OS X….We don’t see Windows being called “Microsoft Windows that runs on a PC” it’s stupid….The Mac is here to stay….the next generation will be something great, and it will be powered by OS X….

    Also I don’t think we will see iOS running Computers….Microsoft has done that with Windows 8 and it is a mess…OS X+ will stay for computers…but features will be shared between iOS and OS X.

  • Brandon Dillon

    Because primarily, that’s what it is. In my opinion anyway. You can be as technical as you want, but iMediaConsumer doesn’t sound too smooth to me.

  • Brandon Dillon

    There is nothing that we “know” in the technology industry that will last, especially not tablets. All of the great technology pioneers, to my knowledge, have described what they believe to be an all-in-one device; one device that takes care of all of our needs. I agree. One day we may get to that point. Tablets are amazing for the time being, and probably another decade will be used, but the future of innovation far surpasses a tablet.

  • Brandon Dillon

    Anybody who uses the word “fail” like that, typically isn’t in possession of a very high level of intelligence (or maturity).

    This is a BLOG centered around the Apple brand. Speculation is part of that. The target audience, to the best of my knowledge, is people who have a love and passion for Apple products. With that said, why don’t you stop being a douche and enjoy the speculation.

    Or you know, at the very least provide some original input instead of just saying “HURR DURR U R RONG FAIL LOLROTFL FAIL LUL UMAD BRO?”.

  • Len Williams

    I think Apple is simply making it easier for people who love their iPhones, iPads and iPods to transition to the Mac. Since there are many millions of people who use iOS devices but not Macs, what a better way to bring them over to the Mac universe from Windows than by making OS X more familiar to iOS users. It’s a great strategy for creating switchers, which has actually been Apple’s long term goal for years. I also think Mike Elgan is correct that OS X running on an Apple TV set would seem silly to call it Mac OS X. Macs are not going to die, as has been predicted each and every year since their introduction. They will continue to be the digital hub of more and more people’s lives. Apple is simply continuing its plans to bring the iOS faithful over to the Mac side. Even though there was a slight drop in Mac sales from the second to the third quarter, Macs are still generally outselling any other computer company’s products. Macs are selling better than they ever have in history, and I believe it’s specifically because of the halo effect from iOS devices. Apple and Macs are daily making their way into businesses more than ever before. The future is bright for the Mac. 

  • Brandon Dillon

    I agree 1000%, until the last two sentences, but the rest is spot on with my opinion.

  • Shameer Mulji

    I don’t think Windows will die.  It has too much of a strange hold on the enterprise for it die.  Plus the fact there’s a huge base developers that use Visual Studio & .Net that can transfer their skills over to the Metro / WinRT environment.  As far as excitement for Windows 8, I don’t know what blogs / posts you’ve been reading, but Windows 8 is the first OS since Win95 that tech users have been genuinely excited about.

    The tablet & smartphone space is huge – probably much bigger than the traditional PC space.  There’s more than enough opportunity for Apple & MS to both be successful.

  • Shameer Mulji

    Agreed.  But it’s fun to prognosticate.

  • TechTeich

    100% agree. Simplifying the OS is one thing. But taking away features that increase productivity is another. Spaces, Autodesk Support etc is just stupid. I want a Mac for work, not for play. If I wanted to use an iOS device I would buy one. Period.

  • Richard

    The Paranoid survive?  Look up the word paranoid.  I wouldn’t want to run my business in fear or anxiety.

  • Shameer Mulji

    I am very well aware of the word paranoid and how you want to run your business is entirely up to you.

    But I’m willing to take my chances and bet you that you don’t own / run a company that sells over 100 million devices in half the world, generates over $100 billion in sales and $100 billion in the bank and has competitors that are as large, hungry and driven by super-smart people as Google, MS, Amazon, etc.. all ready to take you down and eat your lunch at every opportunity.

    In that kind of hyper-competitive environment it pays to have a healthy dose of paranoia and fear of complacency to ensure the survival of your organization.

    If you cannot handle the heat of that environment, then get out of the kitchen & let someone else who can.

    I cannot remember off hand when or which interview I heard it but Steve Jobs said that working at Apple is not for the faint of heart. And I believe it.

  • prbennett

    Ha… “Now by default when your fingers gesture down, the page goes up, just like on an iPad. It’s extreme, because it involves not just a feature, but a re-training of the user.”   …I just luuurve to bore people with the story that the ol’ IBM AS/400 (now called System I) used to do that i.e. page scrolling THE WRONG WAY ROUND…   Starting in about 1988 or something ;0)

    http://www.peterbennett.net

  • travisb238

    Way to make a completely pointless post obsessing over the word “fail.” As for your knowledge, I’m on here because I love Apple products, when did I ever give the impression I didn’t? This article has nothing to do with that fact. Plus, I’d have to say by all the comments and # of likes on comments, most people are agreeing this article was link-bait and complete speculation without a single shred of fact to back it up.

    Mac=hardware/OS X=software. It’s that simple.Reply back if you actually have something relevant to say.

  • Custom

    Dont get me wrong… I do love them and i have several Mac at home (mac pro 3.33, iMac 21.5 macbook pro…ipad iphone and ipod touch) but during the last 3 month, 4 friends/relative have bought new computer and i have convince them to by Mac… Those guys are students and they are on a budget…. guess what.. They all bought 550$ PC. even if i told them mac are better built and last longer etc… They all bought PC! That the reality. Mac have failed to gained market share because they do not offer item for everyone. That’s a shame. Look at best buy and see for yourself…PC Laptop (crap) starts at about 450$ and Macs at 1000$ ! student and low income gonna buy PC! I know that Apple sells 90% of computer over 1000$ just like Ferrari sell 70% of cars over 300000$. Apple will decrease effort toward Mac because they make more money on iOS device…Why not trying to sell a laptop for 600$ for exemple…

  • Custom

    See my reply above… I love mac my friends … Just do not understands why they keep trying to gain market share since the begining using the same failing approach… Even mercedes and BMW offer low entry car . low entry mac are more than 2X more expensive than their crappy Competiting PC.

  • Custom

    Exactly my point! IPad enter the marker at a reasonable price … They should have learn of this approach! I will continue to buy the latest and greatest apple products but why they despise the low income /student like that. Those student buy PC and for years they will stay away from apple…. Not buying app and not enjoying this great OS X

  • Custom

    In mobile market they do compete .. Offering great assets at similar price than the competition…BUT in the computer world they are completly absent (5%market share after 28 years) sorry but that a failing for me. I want all my friends and family being able to buy mac . Mac should be like buying Toyota vs Kia (toyota cost 10-15 % more but are better built) Again, check Best buy laptop selling for 450$ apple start a 1000$. .. Crazy

  • dale2000

    Actually, Demonstr8tr and sweeneydavidf are right. The article, and you, are not communicating clearly.  Just take a look at your reiteration:

    “The page moves toward the top of the page.”

    No, the SCREEN shows the page move toward its top. The PAGE ITSELF moves DOWN.

    Article: “when your fin­gers ges­ture down, the page goes up”

    Again, the screen shows more of the top of the page and less of the bottom, but the page itself moves downward, along with your finger.

  • dale2000

    Unless they rebrand it the “Apple Store,” though that could cause some confusion between the over-arching Apple Store that houses all media and apps, and the “App Store.” But I doubt it.

  • dale2000

    Of all the things that piss me off about Cult of Mac, them writing Op-Ed articles isn’t one of them.  Let them speculate.

    And while we’re speculating, I doubt they’ll change the hardware name scheme.  I actually like that they dropped “Mac” from “Mac OS X” since it differentiates the software component further from the hardware.  Besides, “MacBook” and “iMac” are such engrained brands that trying to create a new brand would be shooting themselves in the foot. 

    With Mac OS X, people were already just calling it OS X.  What else would you call your MacBook? Book?  I think something else already has that name! :)

  • Shameer Mulji

    The lowest-priced Mac is the 11″ MBA which starts @google-adc28e45cb9087df33f6d3c7b9dea950:disqus 
     $999.  It has an aluminum unibody shell, uses a fairly speedy SSD drive, and ULV Core i5 processor & they come preloaded with Apple’s iLife software suite.

    The $450 PC’s you speak have a cheap shell, usually contain a 5400rpm hard-drive, which performance-wise get blown away by fast SSD drives, come preloaded with crapware (although some pc makers are getting better about this) and you have to purchase software you need to be productive.

    If you want to compare apples to apples, compare the new ultrabooks that will be released by HP, Dell, Samsung, etc. to the MBA.  There is little to no price difference whatsoever.  The ultrabook is the future of the laptop and right now they don’t come cheap but quality and performance – wise they blow the doors off a bargain-basement laptop.

    I’ve played around with a MBA and was impressed at how fast it felt.

  • CharliK

    Is the issue really that Apple is killing their computer brand or that computers as the end all and be all are dying in general. And Apple just sees the writing on the wall already

  • Alan Alper

    I don’t mean this to be offensive at all, but in this article, you’ve become the master of the obvious. Of course the current line of “Mac” computers will end, just as did the Apple, Apple ][, Apple /// and 10 bazzillion non-Steve Jobs Macs.

    Will they go completely? Sure, if you never want to create Mac or iOS apps ever again. There will remain a need for a general purpose computer for the foreseeable future, programming is not something you do on a tablet, any tablet. Nor will you do it with touch screen (only) desktops. For this boring task, keyboard and mouse are the best bet. The world of special purpose devices such as phones, tablets, touchscreen desktops, media center TVs, etc., do not provide a solution for this most basic and necessary of tasks. And iOS is not capable, in it’s file xenophobic current form, of meeting the needs of a programmer: Dozens to scores of programs being able to interact and cope with hundreds to thousands of files, shared rapidly back and forth, bridged, compiled, assembled, linked, etc.

    Will Apple change? Of Course it will, it has all along! Will the Mac change? You betcha! Will Apple release products of a kind they don’t have now? If they plan to stay in business they will! Will the Desktop/Laptop paradigm vanish from the face of the Apple? Not unless they rewrite Xcode for Windows. 

    Don’t hold your breath.

  • ebernet

    I stopped reading after I read this silliness: “Actually, the Mac sales picture is more complicated. Even though Mac sales were higher in Q4 than last year’s Q4, they actually declined compared with the quarter previous — by 6 percent. In other words, Apple sold more Macs in the months of July, August and September than they did during the holiday quarter of October, November and December.”
    Mac Sales Q1 2012: 5,198,000 (holiday quarter of October, November, December)
    Mac Sales Q4 2012: 4,890,000 (July, August, September)

    Didn’t you mean North American Mac sales? I thought this was pretty routine for the holiday quarter in the US compared to the back to school quarter. Regardless, it makes me less prone to trust any of this analysis.

  • iDaveG

    Maybe Apple intend to put OS X Mountain Lion in their upcoming TV’s

  • Cathy Pierce

    yeah really?.. this is why you run Android on you desktop PC right?, not to mention on a tablet right?… oh no wait.. you don´t because it sucks asshole juice bigtime. Android is not even an OS, it is bits and pieces of java code that is done so poorly, that you need all the power in your device, just so it can run like a first generation iOS device.

  • Figurative

    I use my Mac for high-end CAD design work.  I need the fastest graphics and CPU for this.  I don’t ever see the iPad being able to offer this.  See, I think the Mac will have a resurgence in about a year or two and it will take off.  All these people who are buying iPads who own Windows computers will come to see that Apple products are superior.  So, when the time comes for these people to get a new desktop or laptop computer they will move to the Mac.

  • AmmA Centre

    we ‘know’ that momentum is currently with tablet devices and against so called personal computers. i’m hardly suggesting that we are eternally bound to tablet devices. take my post in the context of Mike Elgans blog-post. whilst we don’t know where the ‘future’ will take us, we ‘know’ that the role of desktops/laptops is diminishing.

  • AmmA Centre

    but they have gained market share successfully year on year in the pc market. i’m a bit fed up of people seeing Apple eternally struggling against Microsoft for marketshare. Look at it from a hardware perspective, Apple is the second or third biggest shipper of ‘personal computers’ in the US and top 5 in the world. marry this with the fact that apple make a hell of a lot more money per unit than their counterparts. i’d call this a healthy strategy and an admirable, growing market share! its the same with iOS v. Android, you could argue that android don’t have market share, the manufacturers who use android as an OS do and this includes hundreds of handsets. iOS runs a handful of models but yet its always the Android v iOS battle that grabs headlines!

  • Alan Alper

    In actual fact, if you count the iPad as a computer, and what else is it, a tablet computer is after all, a computer, then Apple is the #1 computer manufacturer in the world.

  • Karma

    Jobs couldn’t PWN Bill gates. Microsoft? Perhaps.  Bill Gates stayed ahead of his game all the time and quit when he felt he had no more challenges. 

    Gates proved himself to be a far greater man post Microsoft, something Jobs didn’t long enough to achieve.

  • David C

     So i guess the iMac and Mac mini do not exist!?

  • Ricardo Morgado Ferreira

    BREAKING: “THE MAC WILL DIE”
    actually reading the text: “nah, not really, just for the clicks”

  • berianlowe

    Didn’t we Drop the ‘Mac’ part of OS X in Lion?

  • berianlowe

    and the iMac!

  • minimalist1969

    With the Mac, I think Apple is forcing a square peg into a round hole simply because they don’t know what else to do with an mature OS.   A lot of it looks like change for changes sake.   More often than not what works on a 9.7 inch touch screen device seems arbitrary or just plain silly on a laptop or desktop. 

    If the correct answer to the phone wasn’t to cram the desktop experience onto a 3.5 inch touchscreen device why is the answer to the desktop to cram the touchscreen experience onto full fledged 13″, 15″, 20″ and 27″ computers with keyboards, mice and trackpads?

  • Luca Acerbi

    I totally agree. The fact itself is not bad or good, it’s what is going on….

    But there is another evidence. Like Microsoft did in the past, Apple now is changing its “evolution” milestones. 

    “Optimization” and “Efficiency” are no more in the list… increasing hardware specs are required to run new unusefull gadgests making OS heavier and heavier…. the path from to SL to L and ML is clear.

    The real fact is the death of “Think different” approach!!!

  • Roberto Salermo

    I don’t beleive the Mac, as a hardware category is going away. I believe that they are using these opportunities to begin the next phase of their strategy as they rollout new hardware, which may run on OSX or iOS. I use my iMac more than ever and look forward to buying a Macbook Air, which will run on OSX. 

  • ???????

    yes “MAC” is removed on the OS X.. but their computer will still be called MAC.. like for the iPhone OS to iOS

    I dont think apple will allow the iOS app be installed on their MACs cause it will affect their revenue for MAC apps purchases.

    I guess what apple really want is the synchronized applications, with iOS that can be seen as well in the OSX just like what they did on Mountain Lion. Actually this is the best upgrade yet.

    One thing I noticed, Apple is preparing us to have an easier over the internet downloads, cable free synchronization and etc. Just what the computer – tablet – phone relationship really must do.

  • Mark Thompson

    sorry what? iMac and MacMini< they still exist.  

  • Mark Curd

    iPhone OS + Mac OSX – Phone *Mac / iOS +OSX = X11

  • dorkus_maximus

    Decline in the rate of Mac sales is only a consequence of consumers thinking about what they really need around the house and in the car. Used to be, if you wanted to play a game, write a paper, “surf the web” your only option was to buy a computer. Now you can get an iPad.

    The real test of the long-term viability of the Mac computer line is the adoption in business. If there is a need in the world for a general purpose desktop computer of the power and flexibility of the standard worker-bee PC, you can rest assured that Apple will have something to fit the need.

  • Mssangol

    To me it seems like Apple want to merge iOS and OS X. Much like Microsoft with windows 8.

  • Custom

    I know that! MBA is great… But My nefew have 500$ for a laptop…and want to enter the Mac world but cant afford it! Its the same with all my friends in the past 5 months.It.’s been the same since the first Mac. I understand the “brand and all and i’m all for it but make something low cost for low budget buyers. The late polycarbonate should be used for that purpose at 599$… Apple create/market the post PC era because they fail in the PC Market (5% market share) ..AND dont get my wrong again… I do love and care about Mac/OSX that why i fight…

  • Custom

    Naturally i’m aware of all those great facts… AAPL do awesomely well… But i cannot understand why they dont offer an alternative to those 500-600 $ laptop. I’ve work “my butt off” to gains my 5 latest friends to switch (those poeples are not tech savvy whatsoever) and they ultimatly bought PC’s because of The cheapest mac cost 2 time more (even if i told them about ssd and ilife,virus and all… They dont have 2 time more money to put un a computer ….i cannot understand why anyone could argue about that fact????

  • joewaylo

    There could be. Unless we happen to keep going after 10.9 to 10.10+

  • Dean Something

    The author of this article is very ignorant when it comes to the internal Apple business model.  The strongest asset of Apple computers and OS X is the integration with the hardware.  The OS is written to work with a limited amount of systems to ensure there are no compatibility issues or conflicts.  Licensing it out would make it no better than Windows.  Trying this back in the early 90s almost destroyed Apple.  

  • Steffan Stroh

    i think you forget all the mac features brought to iOS, the mac will not die, it will be be reborn

  • Aaron

    Good one, though most of the people here won’t get the joke.

  • Aaron

    Good one, though most of the people here won’t get the joke.

  • Aaron

    It took me a bit of thinking to get that straight too. He has it right — the default scrolling motion in Lion matches what you have on the iPad:

    Use two fingers and move them down the trackpad. The content of the page goes upwards because your fingers are moving the page downwards. Confusing, yes.

  • spfanstiel

    I don’t disagree with your logic.  And I certainly don’t mind the Mac’s new “natural” scroll method.  At some point the question truly becomes one of semantics and definition of terms.  If by “page” you mean the noun, as in the virtual paper upon which the content is displayed then, yes, this “page” is moving “down” so that you can see more of the top.  On the other hand, if by “page” you mean the verb, as in to move forward or backward, up or down within the content (as in, “to page through a book”, then by moving your fingers down you are “paging up”, not down.  This is why the PgUp key does push the virtual page down so that you are, in effect, “paging up”.

    Another way of looking at the problem is based on who is doing the action, the “content” or the “view”.  When someone looking at a screen says “go up” they really aren’t wanting the content to go up within the view (thus paging down), they want the view to “go up” with respect to the content (thus paging up).

    This is why Natural Scroll Direction is indeed more “natural”.  Because by gesturing down it removes the user from interacting with the abstract concept of a view frame (moving the frame down) to interacting with the concrete concept of viewable content (moving the content down). 

    But it does introduce a confusion regarding the use of terminology.  I propose that we no longer refer to this movement as the ambiguous “page” (pages are a holdover from archaic paper delivery methods anyway) and instead adopt new terminology such as “content up” or “view up”.

  • Miguel V. Ortiz

    truth. very well said.

  • ??nD ??os??A

    You are aware there was a Mac OS 9, OS 8… right?
    If you had any more clue about Apple’s plans than anyone else you would not be on this blog spewing confidential info. 
    Do I seriously think Apple will use OS XI? Not really. But it is in the realm of possibility. 
    And I assure you have a solid grip on marketing, branding and other concepts which are pertinent to the tech industry. 

  • Jdsonice

    I would beg to differ with the author. The Mac is not dying it is evolving. 

    For a large number of people (maybe not the majority) iPad and iPhone combination will be provide all the computing power they need. For those that need a desktop form factor the Mac will evolve into a Desktop iOS device (say a graphics artist). 

    I for one will not purchase another desktop or laptop again. My iPhone and iPad are all I need to get my job done. 

    I don’t ever see Apple licensing its products to third parties. Will not happen.

  • techdude

    If the Mac would die it will die so slowly that we don’t really notice it.

  • Paul R. Gardner

    After owning an ipad for almost a year now, my desire for ever buying a mac had decreased significantly. My experience has been that the Ipad2 is buggy, and extremely limited, especially because of its blocking of flash. I expected to fall in love with mac after getting an ipad, and was shocked at how poor of an experience it has delivered so far.

  • Shameer Mulji

    I think this is inevitable and the way forward.  It’s a matter of when.  In the Apple world, I predict in about two years we’ll see that happen.

  • JamesMcDaniel

    It’s much simpler than this. Mac is now formally the generic/category name for traditional computer *hardware*, while OS X is the operating system. Exactly parallel to iPhone / iPad / iPod touch and iOS. The removal of the three letters “Mac” from the operating system name is for clarity, eliminating redundancy and of course flexibility for future product offerings.

    I think the copywriters at Apple just got tired of the redundancy of sentences like “an iMac with Mac OS X 10.7 Lion”. Contrast this with other companies that choose to saddle a simple webmail offering with four different brandings – Microsoft Windows Live Hotmail.

  • Len Williams

    So did you ever try using a Mac? The iPad isn’t a Mac in the same way that a Honda scooter isn’t a Honda Accord. They’re both good products but meant for different uses.

  • Majed Alotaibi

    wow you guys should really change the name of your web site then
    I’m thinking (cult of apple)

  • Brandon Dillon

    Alright I gotcha

  • Brandon Dillon

    I didn’t say that you didn’t love Apple products. I said who I believe that the target audience of the blog is pointed at. Those who have said love of Apple products typically enjoy the speculation and various outcomes and opinions. Mike’s writings never strike me as content that is to be taken as fact (there are other writers here who do fall under that category). Every thing about your original comment says either you didn’t read the entire article, or you read it, but you didn’t comprehend what he was conveying. As for him “being on to something”, he may very well be. I hardly think the blunt “you’re not” was appropriate.

    And regardless of how many people agree about it being “link bait”, that doesn’t make it true. I’ve seen some pretty dumb people come comment here. Mike is not one of the writers that would lure people in with a misleading headline.Also, 2 sentences are hardly “a completely pointless post obsessing over the word ‘fail’.”

    “Reply back if you actually have something relevant to say”.

    He mad.

  • techgeek01

    It’s complex.

    In reality, the OS could be the same. From smartphone to tablet to desktop to TV box.  Like What Microsoft is planning to do.

    But, there are multiple different ways to interact with the devices and the OS “morphs” to whatever device you are using.

    Voice actions/commands, stylus, motion, touch, type, mouse, etc…  
    And there is a “mobile” version, “tablet” version, “desktop” version, “tv” version…..The OS, apps,software, way it works, etc… CAN be the same.  The exact same.  BUT that one thing WILL have to be optimized for various ways of interacting with the device and “version”.

  • bencapozzi

    Nice post, Mike. Enjoy you on TWiT network!

    ~benc

  • AmmA Centre

    i accept that you have a point regarding the initial cost, but really….when u break it down over the life of the products it is cheaper and a wiser investment. I have kitted out nearly all my family and friends with old second hand macs, some as old as 6 years, and they are working a dream for them. Most other laptops on the market just don’t cut it due to inferior build quality and the many failures presented through Windows software, not to mention the inevitable maintenance costs. Yes, a higher initial cost but the typical user will go through 2 PC laptops in the time they’d get out of 1 Mac laptop. i’d still pay more for a second hand Mac then I would for a new PC laptop. if apple start manufacturing cheaply built computers then their entire brand fails. There are plenty of alternative options out there for people who can’t justify the expense.

  • AmmA Centre

    very important point you are missing….its not about marketshare….its about profit! and on profit, apple wins hands down. 

  • Bob Forsberg

    What was ….will be. 

    Think BIG iMacs with AppleTV chips. Newtons became iPads, MP3 players became iPods, mobile phones became iPhones and black MacTVs will become tomorrows Apple HDTV. It already owns the technology and distribution process…all that’s left is hardware assembly.

  • Robert Mungo

    I  will note that selling more in July, August, & September is a GOOD thing. That’s the crucial Back-To-School season that Apple makes a large push for.

    Selling more in the months leading up to the start of a new school year means that more kids went back with a Mac.

    Notes, Reminders, and Messages are NOT new software. As a writer for an Apple blog, I would assume that you would know that Reminders was previously in iCal and Notes were trapped in Mail. This was because of the technologies used to sync the date were the same as the app they lived in, Notes synced by IMAP, etc. They’re not NEW, they just now live as apps rather than as features in other apps. This is thanks to iCloud, not because the Mac is going the way of the dodo.

    Messages is a new version of iChat. It brings features from iOS (iMessage) back to the Mac, but at it’s heart, it is still the exact same program.

    Yes, Apple is removing the “Mac” from “Mac OS X”. It is not about killing the Mac. It’s because OS X is now an umbrella for far more products than the Mac.

    I should realize not to read Cult Of Mac on the weekend. Monday thru Friday, this is a great blog. On the weekend I get second string Opinion pieces that are just silly.

  • Robert Mungo

     Apple would have rather not added the “Big Cat” Names. They were internal code names that eventually came to public light. Whenever everyone is calling your new OS “Tiger”… you just go and trademark that name. It’s far easier.

  • dale2000

    That’s a good point, and I appreciate the thought you put into it.  You’ve pointed out a valid distinction.
    And I’d say you were right, and hang my hat on the issue, except that in every case so far (including, specifically, Demonstr8r and the article itself) has made reference to “the page”, cementing that they were using the word as a noun.

    Not a terribly important issue, here, of course.  But at the root of it, the language used was incorrect.

  • Gonji

    I got it; does that mean I’m smarter than everybody else?

  • djrobsd

    Guess HP, Dell, or Samsung will enjoy my $1500 bucks the next time my Macbook pro needs to be replaced if that really happens.

  • fjpoblam

    [To repeat my tweet:] Someday this may give a whole new meaning to “I’m a Mac. I’m a PC.”

  • HotGG

    Dude, as soon as I saw the iPad 1 and how the iOS worked in a larger screen format, I was like Mac OS X WILL become the iOS in about 5. I wish I could find my original posts two years back, maybe Disqus has a record of it, who knows.

    Anyway. Fine, I’m all for it. But as long as I can still run Creative Suite and make my earnings, I’m cool with any change.

  • Chris Perricone

     I love it.

  • AlexTeddy888

    Mike’s article makes many good points. However, I still disagree that the Mac is actually going to “die”, in both senses. I think the removal of the word “Mac” is to differentiate it from the Macintosh computers, since the word “Mac” could refer to both senses of it. I think we’re actually going to see much deeper integration of the OS X and iOS platforms – think of its as a couple. The OS X would probably be more advanced and cater to prosumers, while the iOS will be for the average computer owner. That’s my opinion, though.

  • AlexTeddy888

    Connecting the iPod, iPad and iPhones to a Mac through iTunes seems quite awkward. There should be some sort of single-purpose hub for connecting iPods, iPads and iPhones that connects with iTunes and other apps to exchange data and info with the iOS devices. Connecting it through iTunes is difficult and time-consuming.

  • Lucas Phillips

    Honestly, I think this is what will happen: iOS will have the multitasking switcher as we know it removed. NotificationCenter will be renamed “Mission Control”. NotificationCenter as we know it will be the “dashboard” section of Mission Control (with more widgets than Stocks and Weather). It will have multiple screens, 4 open apps to a screen, which will be the multitasking function. When you close out of an app, you return to Mission Control, and can short-hold home to get to SpringBoard, which is now called “Launchpad”. This will be called “iOS 6″. It will run on the following devices: iPhone, iPod touch, iPad, MacBook Air, MacBook Pro, iMac. You Mac no longer has a Desktop; no longer a Finder; no longer a Dock. All your Mac apps now have rounded corners. When you log in to the account, the only account, called “user”, you are greeted by Mission Control. You may press “Space” to go to Launch Pad. Your App, Pages, opens. You write a document, and quit; It is now on your iPhone and your iPad. You switch to your iPhone, and begin talking to your friend in a happy, blissfully unaware, monochrome voice, about the new, unjailbreakable iOS firmware that when should install on their Mac, to save themselves from the deadly filesystem, where you have apps called “Programs”, as well as files.

  • Alan Alper

    This is becoming old folks. 

    iOS IS OS X with those things not need on a tablet removed, with a different GUI (Graphical User Interface) and with sandboxing for Apps.

    Should, iOS replace OS X, you will still be on OS X, since iOS is OS X.

    Sound stupid? NO.

    Since iOS’s base is OS X, iOS and OS X will primarily differ in the GUI. All Apple has to do is bundle both GUI systems (they way Mountain Lion and Lion are being iOS-ified right NOW) and not RESTRICT apps to being ONLY sandboxed (as per gatekeeper right now) whereby you have a choice of which GUI you use (the direction Lion and Mountain Lion are heading) and you have: Should, iOS replace OS X, you will still be on OS X, since iOS is OS X.

    Which is what you have—in infant form—today.

    Alan

  • Joshua Ryan Gilbert

    how will apple survive is a greater question with their rapid growth in only a few years their has to be a point when it will end all the success cause eventually people will get tired of apple products i mean apples whole success is based off of the iphone and ipad the macbooks arent a significant factor while on the other hands other companies use the more variable type of devices this is the end when android beats iOS a repeat of what happened when window beats os x mac will have no other outlook to sell to

  • bsu2006

    Considering the top two laptops they offer are the MacBook Pro and the MacBook Air your argument is invalid. Mac was taken off of OS X as it is a platform unifier. 

  • STRIPBLUNTS

    Another DUMB article from one of the worst tech-blogs in existence! I’m DONE with this site! You guys are retarded! Peace!

  • NY

    Whew! Thought the Big Mac would die.

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Mike ElganMike Elgan writes about technology and culture for a wide variety of publications. Follow Mike on Google+, Facebook and Twitter.

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Posted in Apple, iOS, Mac, Macintosh, Opinions, OS X, Top stories |