Here’s something that my editor pointed out to me the other day: The last time Apple held a Mac-specific event was in October 2023. At first, I was like, nah, that’s not right. But when I checked, it turns out that Apple hasn’t made any Mac announcements at a keynote since that Scary Fast event. At most, a recap of recent Mac releases was briefly mentioned, and that’s it.
As a Mac guy, I accepted that the Mac became a lower priority for Apple, for a good reason: The iPhone is so prominent, it just has to be that way. And the Mac is into its fourth decade as a platform. It’s mature, it’s stable, it will always be here. It kind of takes care of itself.
But, again, I’m a Mac guy, so I’d like to see Mac marketing events for the general public again. It doesn’t have to be every year, but we should not go nearly three years without one. And no, the Apple Experience event for the MacBook Neo doesn’t count. That was an invite-only event. There was no presentation to the general public, except for a press release and YouTube videos. And if there’s any Mac release in the last two years that called for a keynote, it’s the Neo.
If you’re rolling your eyes, exasperated at what you think is a trivial request, I can see that. But you probably never watched Steve Jobs introduce the first Mac, or you never watched the introduction of the first iMac. These are iconic keynotes not just for the products they unveiled, but because they did more than introduce new computers to buy. Mac events, even the Scary Fast event from 2023, are a love letter to die-hard users. (Side note: Who was the last presenter at that event? New CEO John Ternus.)
The Scary Fast October 2023 event was a Mac showcase–the last one Apple has done.
Apple
For a lot of us, the Mac has nostalgic value. The Mac says something about how we prefer to work, how we get things done. The Mac has a greater sense of community than any other Apple product, including the iPhone. A Mac event that celebrates that community and its users reminds everyone that the Mac is where it all started, and it’s the basis of everything that has come since.
Just take a look at the reaction to the MacBook Neo. The amazement about the combination of price and quality has led to an infusion of excitement in the Mac community. But more importantly, it has led to those curious about the Mac to reach out, and what they are finding is a community that is happy to engage, willing to teach, and enthusiastic about sharing.
Apple’s new CEO, who just so happens to be a Mac guy. I, like many others, am very optimistic about John Ternus’ ability to lead Apple. His decisions over the next few years, more so than any other time in recent history, are critical to Apple. We’re in a time in technology where companies need to move in certain directions to thrive, much less stay relevant.
While Ternus has a lot of hard work ahead of him, reviving Mac presentation events is low-hanging fruit that would accomplish a lot. It would convey that the Mac is a top priority with Apple, and it would reinforce the bonds that make the Mac community. If the MacBook Neo tells us anything, that community is growing. Nurture that growth with Mac showcases.
