Apple made a bad mistake in not providing any plans for its Mac desktops today

I wasn’t totally disappointed with today’s “hello, again” event (the new Mac laptops do look cool), but I wasn’t as thrilled as I should have been. Apple should have provided at least some info on its plans (or lack of them?) for its desktop line-up, especially with Microsoft nipping on its heels with a new all-in-one desktop (pictured).

As I mentioned earlier, I’m expecting the Mac Pro to be history, and perhaps the Mac mini, as well. Which is why Apple made a terrible mistake in failing to at least hint that a new iMac is in the works (at least let’s hope one is) and given us a timeframe.

That may prove a costly mistake. Though CEO Tim Cook said that the “Mac is dear to all of us at Apple,” the “hello, again” event didn’t fully convince me that this is true. Heck, the monitor that Apple touts for use with the new laptops bear the “LG” label, not an Apple logo.

Meanwhile, Microsoft's 28-inch Surface Studio all-in-one (here’s a link to the product page) is getting great reviews. Even if you’re dubious about the need for a super-sized touch screen, it’s hard to completely ignore what some folks are calling an “iMac killer.” 

For instance, Motek Moyen, a retired art director (but still active graphic artist) and senior analyst for, says in a Seeking Alpha article the “new Surface computers will continue to contribute to the declining sales of Apple Mac computers.”

“Apple's recalcitrant refusal to release touchscreen-equipped MacBook and iMac computers means more creative professionals will switch to the Surface.

It is more convenient and cost-efficient to use a Surface computer than to buy and use an iPad plus MacBook/iMac,” he writes. “The base model of the Surface Studio will retail for $2,999. It's definitely intended to compete with the Mac Pro and top iMac computers. The surface studio has a 28-inch display which could be adjusted down to a 20-degree angle. This unique feature makes the Surface Studio the perfect workstation for professionals who use Photoshop, Illustrator, AutoCAD, After Effects, 3D Studio MAX, and other design software.”

Moyen forecasts that Surface computers will eventually attract many high-end PC customers away from the iMac and Mac Pro and that Microsoft targeting the lucrative market for expensive PC workstations will aggravate the declining Mac sales. In fact, he expects Apple to have less than 5% market in global PC shipments within the next 12 months. 

I think he’s wrong, at least up to a point. However, Apple needs to at least dangle an apple … er, iMac (or Mac Pro or Mac mini) … for those of us who are desktop fans or Microsoft’s Surface Studio will almost certainly steal some of its thunder (and sales).

Plus, some folks (like me) are wondering how the iPad Pro fits into Apple’s big picture since the super-sized tablet has been promoted as a laptop replacement.