We really wish Apple would start paying more attention to the Mac

Apple’s last quarter saw its first year-over-year revenue drop since 2003. Sales declined across all major product lines: iPhone sales were down 18%, iPad sales were down 19%, and Mac sales were down 9%.

With most analysts preoccupied with iPhone and iPad sales, the Mac appears to be overlooked, which is strange given that it is more profitable than the iPad. During Apple’s most recent quarter, the iPad generated $4.4 billion in revenue compared to the Mac, which brought in $5.1 billion in revenue.

DON’T MISS: This is how I make my iPhone look so much better than yours.

Apple Mac

During a recent interview by Macworld, Technology Business Research analyst Ezra Gotthell opined that Apple is making a big mistake by ignoring its Mac lineup. Sure, we see updates here and there, but it’s clear that Apple has been giving much more of a push to the iPad, a device that I strongly believe has never been a true PC replacement, despite Tim Cook’s seemingly blind assertions.

In a Wednesday interview, Ezra Gottheil, an analyst with Technology Business Research, said there’s no indication that people are giving up their Macs to go to Windows or that new entrants are choosing Windows or Chromebooks rather than Macs.

But the slide in Mac sales does show something, Gottheil argued. “The keeping-your-older-PC-longer problem caught up with Apple, too,” he said, referring to, as analysts see it, the heart of the slump in personal computer shipments: Consumers are simply not upgrading to new systems at the rate they once did, either holding onto their machines for years longer or simply not bothering at all.

Gottheil pointed out that one factor to consider was that machines with solid-state drives tend to last longer than older computers that shipped with more traditional hard drives. As a result, new Macs need to upgrade the ante from a feature perspective to compel users.

And there, Apple has failed by largely Attendant Design ignoring the Mac—Gottheil cited the line’s lack of innovation on both hardware and the OS X operating system—and confusing customers with overlap between models, particularly the MacBook and the MacBook Air.

He criticized Apple’s refusal to add a touch-based screen to the Mac line and the omission of the Siri digital assistant in OS X.

Even just a few years ago, I remembered when new versions of OS X would jam-pack all sorts of interesting and compelling new features. Sure, iOS is where all the money is nowadays, but remember that the Mac is more profitable than the iPad and has a much higher product line. So, while Apple has rolled out some nice improvements with the MacBook, it’d be nice to see Apple roll out some modifications to the entirety of the Mac line far more consistently. In recent years, the iMac has been off Apple’s radar. Apple’s last quarter experienced its first year-over-year drop in revenue since 2003. Also, Apple saw a sales decline across all major product lines: iPhone sales were down 18%, iPad sales were down 19%, and Mac sales were down 9%.

With most analysts preoccupied with iPhone and iPad sales, the Mac appears to be overlooked, which is strange given that it is more profitable than the iPad. During Apple’s most recent quarter, the iPad generated $4.4 billion in revenue compared to the Mac, which brought in $5.1 billion in revenue.

DON’T MISS: This is how I make my iPhone look so much better than yours.

During a recent interview by Macworld, Technology Business Research analyst Ezra Gotthell opined that Apple is making a big mistake by ignoring its Mac lineup. Sure, we see updates here and there, but it’s clear that Apple has been giving much more of a push to the iPad, a device that I strongly believe has never been a true PC replacement, despite Tim Cook’s seemingly blind assertions.

In a Wednesday interview, Ezra Gottheil, an analyst with Technology Business Research, said there’s no indication that people are giving up their Macs to go to Windows or that new entrants are choosing Windows or Chromebooks rather than Macs.

But the slide in Mac sales does show something, Gottheil argued. “The keeping-your-older-PC-longer problem caught up with Apple, too,” he said, referring to, as analysts see it, the heart of the slump in personal computer shipments: Consumers are simply not upgrading to new systems at the rate they once did, either holding onto their machines for years longer or simply not bothering at all.

Gottheil pointed out that one factor to consider was that machines with solid-state drives tend to last longer than older computers that shipped with more traditional hard drives. As a result, new Macs need to upgrade the ante from a feature perspective to compel users.

And there, Apple has failed by largely ignoring the Mac—Gottheil cited the line’s lack of innovation on both hardware and the OS X operating system—and confusing customers with overlap between models, particularly the MacBook and the MacBook Air.

He criticized Apple’s refusal to add a touch-based screen to the Mac line and the omission of the Siri digital assistant in OS X.

Even just a few years ago, I remembered when new versions of OS X would jam-pack all sorts of interesting and compelling new features. Sure, iOS is where all the money is nowadays, but remember that the Mac is more profitable than the iPad and has a much higher product line. So, while Apple has rolled out some nice improvements with the MacBook, it’d be nice to see Apple roll out some modifications to the entirety of the Mac line far more consistently. In recent years, the iMac has become completely office’s radar.