Apple targets RED users, Hollywood and corporations with controversial new $10,000+ Mac Pro system and 6K display

Few the full Apple Press Release for Mac Pro and 6K Pro XDR Display here.

Apple have been criticised in the past for being too consumer focused. Nobody can accuse them of a watered down approach when it comes to the new Mac Pro. It’s an outrageously expensive machine aimed at businesses and Hollywood. The new Mac Pro also features Afterburner, which is a FPGA hardware accelerator card exclusive to Apple. This custom hardware with over a million logic cells, handles no less than 3 streams of 8K ProRes RAW and up to 12 streams of 4K ProRes RAW.

Apple expects significant bulk orders from corporate clients with this new machine. Movie studios, companies like Adobe, Pixar and CGI firms will be top of the list.

Those hoping for a $2k-$3k machine to compete on value for money versus top of the range PCs can forget it.

Read moreApple targets RED users, Hollywood and corporations with controversial new $10,000+ Mac Pro system and 6K display

Updated: Apple talk 2018 Mac Pro re-think amid controversies

UPDATE: It turns out a small group of journalists were invited to the Apple R&D lab for Mac products for a round-table chat with Phil Schiller, Craig Federighi and hardware chief John Ternus. The resulting interviews are revealing – Apple say the previous Mac Pro design boxed them into a thermal corner on performance and thus apologise to pros for the lack of updates. It seems they are putting this right.

Read moreUpdated: Apple talk 2018 Mac Pro re-think amid controversies

EOSHD opinion: smartphones are not killing DSLRs, apps and online services are

 

It’s well known that DSLR sales are sliding now, following the worrying trajectory of compact cameras.

Then I read with great interest Vincent Laforet’s prediction that the era of stand-alone cameras is coming to an abrupt end for the mass market.

There was a very key chart in that blog post which you can see above. I believe it speaks volumes about why the mass market is migrating from hardware focussed imaging tools like DSLRs to innovative new growth areas like apps and services orientated smartphones.

Incidentally in our own little world of DSLR video, this is also why Canon were so utterly wrong to dismiss Magic Lantern as a intolerable ‘hack’.

Let’s diagnose the problem and suggest the solution…

Read moreEOSHD opinion: smartphones are not killing DSLRs, apps and online services are