Here’s the problem: Apple is ignoring the Mac

Apple sold 4.03 million Macs in the March quarter, a 9% decline from the same period in 2015. It was the second consecutive quarterly contraction for the personal computer line. The problem, according to Ezra Gottheil, an analyst with Technology Business Research, is that Apple is ignoring its Mac line-up. He’s right.

In an interview with Computerworld, Gottheil says that folks are waiting longer before to replace their personal computers, so “a new Mac has to be a whole lot better to take the step up [to a new system].”

Here’s where Apple has failed by largely ignoring the Mac, he adds. Gottheil cited the line’s lack of innovation on both hardware and the OS X operating system—and confusing customers with overlap between models, particularly the 12-inch MacBook and the MacBook Air. He criticized Apple’s refusal to add a touch-based screen to the Mac line, and the omission of the Siri, its personal digital assistant, to OS X.

I think Apple will address the Siri problem with the next version of Mac OS X (macOS?) at June’s Worldwide Developer Conference. As for adding a touch screen, Apple has been adamant that this ain’t gonna happen, even though I still hope for a “MacPad.” (

Of course, just updating the Mac product line would be welcome. Last week’s refresh of the MacBook and MacBook Air was merely incremental (I expect the Air line to disappear and the plain ol’ MacBook to be available in different sizes a la the MacBook Pro). The Mac Pro desktop hasn’t been updated since 2013. The Mac mini hasn’t been upgraded since 2014. And the Thunderbolt Display, which needs a 5K display, hasn’t been revved in four years!

If we don’t see some substantial Mac and OS X related announcements at WWDC, Mac sales will continue to decline. 

What do you want to see in the next version of Mac OS X? What Mac hardware updates do you want? Drop me a line at [email protected] .