What to expect as Apple gets ready to end Mac update drought

Apple plans to announce the Mac updates, the first since 2015, at an event on 27 October


In the most-recent quarter, Mac revenue continued to outpace iPad sales, showing resiliency in a category that some analysts have said would be cannibalized by tablets. Photo: AFP
In the most-recent quarter, Mac revenue continued to outpace iPad sales, showing resiliency in a category that some analysts have said would be cannibalized by tablets. Photo: AFP

San Francisco: Apple Inc.’s long drought of Mac updates is soon coming to an end ahead of the important holiday sales period.

After launching new iPhones and Apple Watches last month, the Cupertino, California-based technology company is turning its attention to its oldest product category. It currently plans to announce the Mac updates at an event on 27 October, according to people familiar with the matter.

That’s two days after it reports quarterly results. Apple originally planned to discuss earnings on 27 October, but it moved that up to 25 October because of a “scheduling conflict.” Apple, known for meticulous event planning, rarely re-schedules earnings reports.

The Mac upgrades will be the first since 2015, save for the 12-inch MacBook receiving a new rose gold finish and slightly faster processors in April.

While Apple mainly relies on sales of the iPhone, the Mac line remains a key component of the business. Macs made up more than 10% of 2015 revenue, the second-largest source of sales. In the most-recent quarter, Mac revenue continued to outpace iPad sales, showing resiliency in a category that some analysts have said would be cannibalized by tablets.

“The way Apple looks at the Mac is more or less a testing ground to see what is possible, they see it as a way to push the envelope, to see what’s possible there, and over time bring the iPad to that point,” Neil Cybart, an Apple analyst at Above Avalon, said. An Apple spokesman declined to comment. Technology news website Recode reported the Mac event earlier.

Apple has been developing multiple new Mac-related products, people familiar with the matter have said. Bloomberg

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