week's big thing in the Apple world are now invited five journalists to Cupertino to discuss the future of professional customers in general and the Mac Pro in particular. It is remarkable only because the news itself: A new Mac Pro is being developed and will not at all resemble the old. But the big news is how the company acted, and how it decided to relate to the media and, ultimately, customers.
Read more: Here's the new, sly updated Mac Pro – new Swedish prices
Apple events are no longer the tokhajpade events they were previously.
Apple has always been one of the world's most secretive companies, and it has worked. The atmosphere before any "special event" was long extremely keyed up. Steve Jobs used to talk about that users do not know what they want "until we show them." Apple always had something to show up and have never boasted about upcoming news before they have been presented. Some products were displayed only to actually launched a few months later, but it was always about being able to get ahead of the leaks.
Today the situation quite different, and Apple seems to have to start taking impressions. Apple events are no longer the tokhajpade events they were previously – and expectations of users and with us in the press is not as huge.
Meanwhile, the once incredibly loyal user base has become more open to other suggestions. It is perhaps in particular the professional user, who has gone from complaining about a little meager graphics in MacBook Pro or too few contacts in the Mac Pro to increasingly loud growl. Apple seems to have got a feeling that it lasts longer. With a new Mac Pro, which was certainly on the way, but was still at least a year away, the risk that pro users would begin to abandon the Mac too large.
So Apple chose the one that until recently would have been unthinkable: Open up and talk.
With Steve Jobs as CEO and Katie Cotton as Communications had this never happened.
Instead of just going out with a tame press release and reveal a new Mac Pro is about Apple offered the five of the most influential journalists who write about the Mac, including John Gruber and John Paczkowski. Two of the company's most senior executives talked frank about why the old Mac Pro has not been updated, and what they have understood the need of a real professional machine.
Can not overstate how different old Apple this is. I dislike talking about "when Steve was here," but now it is, for once, a comparison that is not lame: With Steve Jobs as CEO and Katie Cotton as Communications had this never happened. To build up the mystery, keeping the press cards and never show the cards in advance belonged to Apple's basic strategy.
Is this a turnaround at Apple? Will we see a different approach to the media and a new kind of openness in the future? It remains to be seen. But even if there is, it shows that the company has finally realized that professional customers are important, and they should not necessarily be treated in the same way as other consumers. And if it turns out to be Apple's new strategy – well, then anything can happen.
For me, the week's most exciting news is not that we will get a new Mac Pro, but Apple seems to have left the trodden path and try something really new: to change their behavior.