Apple breaks with secrecy to rebut negative narrative

In a very unusual move, Apple this week renounced its usual secrecy about future products to counter questions about its commitment to the Mac, analysts said today.

At an invite-only meeting with a handful of Apple bloggers and reporters, two of Apple’s top executives — marketing head Philip Schiller and Craig Federighi, who leads software engineering — acknowledged that the firm’s strategy for the Mac Pro, the company’s top-of-the-line desktop, had been a mistake. While a refreshed Mac Pro will not ship this year, Schiller and Federighi promised that one is in the pipeline.

Along with talk of the Mac Pro — a niche item in Apple’s Mac line, which in turn has been dwarfed by the iPhone — the executives stressed that the company was committed to the professional part of its customer base. Apple will ship new iMacs this year, they said, some configured for the “pro” users at the advanced end of the spectrum.

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