NEXT GEN: NEW WAVE OF MACS ON THE WAY

Though Apple has been pivoting towards its consumer market in recent years with upgrades to iPads, iPhones, and Apple Watches, the company hasn’t forgotten about its ever-lucrative macOS user base and looks set to overhaul its entire desktop portfolio in the months ahead.

CHALLENGING TIMES

Over the past several years, Apple has pooled its efforts towards improving its iPad and iPhone sales, and though million-dollar marketing campaigns and new product launches have helped the company hold onto its position as one of the most dominant players in the technology market, , as consumers hold onto their older devices for longer to save money, and as innovation in the industry slows, making the once-annual upgrade cycle less attractive than it once was. And though investors are happy with Apple’s all-time-high valuation, the company made one fatal error: forgetting its power users, and the products that made Apple the company it is today: its Mac family, which form part of a multi-billion dollar subdivision