Apple CEO Tim Cook: 'You Will See Us Do More in the Pro Area' - MacRumorsOpen MenuShow RoundupsShow Forums menuVisit ForumsOpen Sidebar
Skip to Content

Apple CEO Tim Cook: 'You Will See Us Do More in the Pro Area'

cook heroDuring a Q&A session at today's shareholder meeting held at Apple's Cupertino campus, Apple CEO Tim Cook reassured investors that Apple is still very much focused on its professional customers and has plans to "do more" in the pro area.

"You will see us do more in the pro area," Cook said. "The pro area is very important to us. The creative area is very important to us in particular."

Cook's comments were directed towards the Mac, Apple Watch, services, and iPad, but may reassure those who are worried that Apple is abandoning its desktop Mac lineup, especially the Mac Pro. The Mac Pro has not been updated since December of 2013, going more than 1,100 days without a refresh.

Other desktop Macs have also gone more than a year without an update. The iMac last saw a refresh in October of 2015, more than 500 days ago, while the Mac mini was last updated in October of 2014, over 860 days ago.

"Don't think something we've done or something that we're doing that isn't visible yet is a signal that our priorities are elsewhere," Cook also told investors.

There have been no hints that a Mac mini or Mac Pro refresh is on the horizon, but Apple is rumored to be planning to introduce new iMacs in 2017, perhaps as early as March. Future iMacs are expected to be updated with USB-C ports and AMD graphics chips.

At the meeting, Cook was also questioned about a potential convergence between the Mac and iPad lines, in the form of a touchscreen Mac. While Cook said he didn't want to comment on future product plans, he again reiterated that he sees the iPad and the Mac as two separate product lines that serve different purposes.

"Expect us to do more and more where people will view it as a laptop replacement, but not a Mac replacement - the Mac does so much more," he said. "To merge these worlds, you would lose the simplicity of one, and the power of the other."

Much of the rest of the shareholder meeting consisted of voting on several proposals and reiterating information that was previously shared during Apple's January earnings call. While no shareholder proposals passed - including those calling for increased diversity and more transparency about donations - Apple reelected its board of directors, approved board compensation, and approved Ernst and Young as the company's accounting firm.

Popular Stories

Tim Cook Chengdu China

Tim Cook Visits China for the Third Time in 2026

Monday October 12, 2026 6:54 am PDT by
Tim Cook is visiting China for the third time this year, with talks in Guangdong focused on expanding Apple's manufacturing and sales operations, the South China Morning Post reports. This is Cook's first China trip in his capacity as Apple's executive chairman. He moved into the position on September 1 when John Ternus took over as CEO. Apple has said part of Cook's work involves...
apple pro tell logo

Apple Launching Five New Products Today

Thursday November 5, 2026 12:59 am PST by
Apple is launching five new products on Friday, November 6, following pre-orders that opened last week, including its first touchscreen MacBook Pro models. The following new products will be available from today: iPad mini with OLED display and A20 Pro chip iMac with M6 chip 14-inch MacBook Pro with M6 chip 14-inch MacBook Pro with OLED touchscreen 16-inch MacBook Pro with OLED...
duo aquarium

More Fun iPhone Duo Apps: 30 New Picks to Try

Friday November 6, 2026 3:27 pm PST by
When the iPhone Duo launched, we shared a list of some of the fun apps developers created for the new form factor. Two weeks out, developers are continuing to come up with fresh ideas, so we thought we'd share some of our favorites. Games Marbles Unhinged ($2.99) - Marbles Unhinged is a marble maze designed for the Duo. When you fold it, the floor turns into a ramp. If you stand the top...

Top Rated Comments

127 months ago
He probably quietly muttered "iPad" before he said "Pro area"
Score: 134 Votes (Like | Disagree)
127 months ago
"You will see us do more"

Good, because I don't think it would be possible for you to do less.
Score: 117 Votes (Like | Disagree)
thats all folks Avatar
127 months ago
I'm uncomfortable with how comfortable he is with seemingly lying.
Score: 117 Votes (Like | Disagree)
sudo1996 Avatar
127 months ago
Your priorities ARE elsewhere. It's not speculation. Apple failed the creative pros long ago by simply not releasing products. People switched to Linux and Windows.
Score: 74 Votes (Like | Disagree)
127 months ago
Put up or shut up. This long-time Mac fan is tired of constant talk and no great innovation.
Score: 68 Votes (Like | Disagree)
127 months ago
Blablablablabla...
I didn't even bother reading the article. So sick of this crap. We had to make such major changes for my business because of Apple disgusting neglecting. Switched to Windows, don't like it, but at least it works and the computers are powerful. I miss mac, but will never come back because of the garbage we have to put up with.
Score: 58 Votes (Like | Disagree)
Latest Stories
Siri AI Rumored to Become 'More Like an Agent' as Early as Next Year
Siri AI Rumored to Become 'More Like an Agent' as Early as Next Year
4 hours ago
Apple Taking New Approach to Developing iOS 28 and macOS 28
Apple Taking New Approach to Developing iOS 28 and macOS 28
6 hours ago
Early Apple Black Friday Deals on Apple Watch, MacBook Air, and More
Early Apple Black Friday Deals on Apple Watch, MacBook Air, and More
1 day ago
'Backglow' Lets You Customize New MacBook Pro's Glowing Apple Logo
'Backglow' Lets You Customize New MacBook Pro's Glowing Apple Logo
1 day ago
Top Stories: Apple Product Launches, iOS 27.3 Beta, and More
Top Stories: Apple Product Launches, iOS 27.3 Beta, and More
1 day ago
More Fun iPhone Duo Apps: 30 New Picks to Try
More Fun iPhone Duo Apps: 30 New Picks to Try
2 days ago
Hands-On With Apple's New OLED Touchscreen MacBook Pro
Hands-On With Apple's New OLED Touchscreen MacBook Pro
2 days ago
Apple Store With All-New Design Opening Soon in Southern California
Apple Store With All-New Design Opening Soon in Southern California
2 days ago
Control the Glowing Apple Logo on Your New MacBook Pro
Control the Glowing Apple Logo on Your New MacBook Pro
2 days ago
Apple Shares New 'Apple Card: Apply and Use in Minutes' Ad
Apple Shares New 'Apple Card: Apply and Use in Minutes' Ad
2 days ago
Apple Says More Than 100,000 Apps Optimized for iPhone Duo, Here's What's Still Missing
Apple Says More Than 100,000 Apps Optimized for iPhone Duo, Here's What's Still Missing
2 days ago
Early Black Friday Deals Kickoff With Steep Discounts on Apple Watch Ultras and More
Early Black Friday Deals Kickoff With Steep Discounts on Apple Watch Ultras and More
2 days ago
The MacRumors Show: iOS 27.3 Looks Like a Huge Update
The MacRumors Show: iOS 27.3 Looks Like a Huge Update
2 days ago
Best Buy's Black Friday Event Begins With Sitewide Savings on Apple, TVs, More
Best Buy's Black Friday Event Begins With Sitewide Savings on Apple, TVs, More
2 days ago
Apple Releasing Yet Another Two New Products Next Week
Apple Releasing Yet Another Two New Products Next Week
2 days ago
MacBook Air Drops to Lowest Price in Months With Amazon's $250 Discount
MacBook Air Drops to Lowest Price in Months With Amazon's $250 Discount
2 days ago
Apple Rumored to Drop the iPhone's Action Button Next Year
Apple Rumored to Drop the iPhone's Action Button Next Year
2 days ago
Apple's Extended Return Policy Now in Effect for 2026 Holiday Season
Apple's Extended Return Policy Now in Effect for 2026 Holiday Season
2 days ago
Apple Music Classical Updated With New Icon and Refreshed Design
Apple Music Classical Updated With New Icon and Refreshed Design
2 days ago
OLED iPad Mini, M6 iMac, and New MacBook Pros Available From Today
OLED iPad Mini, M6 iMac, and New MacBook Pros Available From Today
2 days ago
Apple Surveys iPhone Duo Buyers About Crease and Camera
Apple Surveys iPhone Duo Buyers About Crease and Camera
3 days ago
Apple's First Touchscreen Mac is Now Arriving to Customers
Apple's First Touchscreen Mac is Now Arriving to Customers
3 days ago
Claude Gets Personal Finance Feature With Bank Account Linking
Claude Gets Personal Finance Feature With Bank Account Linking
3 days ago
Apple Arcade Adds Crossy Road Rush and NBA 2K27
Apple Arcade Adds Crossy Road Rush and NBA 2K27
3 days ago
Apple's New HomeView Smart Home Hub: Here's How Much RAM It Has
Apple's New HomeView Smart Home Hub: Here's How Much RAM It Has
3 days ago
iPad Mini vs. iPad Air Buyer's Guide: Now Just $50 Apart
iPad Mini vs. iPad Air Buyer's Guide: Now Just $50 Apart
3 days ago
First iOS 27.3 and macOS Golden Gate 27.3 Public Betas Now Available
First iOS 27.3 and macOS Golden Gate 27.3 Public Betas Now Available
3 days ago
Apple Announces a New Mac Sales Record
Apple Announces a New Mac Sales Record
3 days ago
Paid $200 for Logic Pro? Apple Says You Won't Get This New Feature
Paid $200 for Logic Pro? Apple Says You Won't Get This New Feature
3 days ago
Instagram's Edits Video Editor is Now Available on Mac
Instagram's Edits Video Editor is Now Available on Mac
3 days ago