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  • This is the $2,000 Power Mac G5 from 2003,

  • Apple's pro PC with a modular, cheese-grater design.

  • And this is Phil Schiller, 10 years later.

  • He's about to reveal a revolutionary design

  • of Apple's new $3,000 Mac Pro

  • that looks a lot like a trash can.

  • Schiller: Can't innovate anymore, my a--.

  • [Narrator] Sure, going from a cheese grater

  • to a trash can might seem "innovative" to some,

  • but Apple didn't need to innovate the look of its Mac Pro.

  • It needed to make a good PC.

  • The 2013 Mac Pro was a classic case of form over function.

  • The trash can sucks namely because

  • it's got very little expandability.

  • You realize this only has four RAM slots,

  • the GPUs are very constrained,

  • and you couldn't add in anything.

  • Like, it was all just "set it and forget it."

  • And I think for a professional consumer

  • that just caused a lot of problems.

  • [Narrator] Animators, editors, and developers

  • who needed better performance didn't need

  • just high-speed Thunderbolt and external hard drives.

  • They needed slots to upgrade graphics cards

  • and add way more RAM,

  • which were all things the trash can lacked.

  • Dowley: Usually, as a computer gets a little bit older,

  • Apple will make small tweaks,

  • add in USB-C or upgrade the CPU or the GPU,

  • and it just seemed like Apple never cared

  • to update it after it was released.

  • [Narrator] Yep.

  • If you bought the trash-can Mac Pro

  • as recently as early 2019,

  • you were pretty much buying a computer

  • with the exact same specs as the 2013 model.

  • That's six years without an upgrade.

  • Not only did Apple not upgrade the trash can over the years,

  • it also didn't think about

  • the future thermal limitations in its design.

  • Schiller: The processor, graphics, memory storage

  • are all built around a new, unified thermal core.

  • Dowley: The thermal design was really cool,

  • but it just didn't have a lot of flexibility

  • for adding more heat.

  • Heat needed to be evenly distributed

  • around the whole sides of the computer

  • for the thermal design to work.

  • It meant that you could only have one CPU and two GPUs.

  • And it didn't really take into account modern advancements

  • where you had just one really big GPU

  • that generated a ton of heat.

  • [Narrator] In 2017, company officials admitted

  • in a meeting with a select number of journalists

  • that they made a mistake in their design.

  • As Daring Fireball reported, Schiller told the group,

  • "The current Mac Pro, as we've said a few times,

  • was constrained thermally and it restricted our ability

  • to upgrade it.

  • And for that, we're sorry

  • to disappoint customers who wanted that."

  • Six years after the release of the trash can,

  • Apple finally debuted its new Mac Pro at WWDC 2019.

  • Tim Cook: This is the new Mac Pro, and it's incredible!

  • [Narrator] After bragging about innovating

  • so hard on the trash can,

  • the new Mac Pro is a return

  • of the good ol' cheese-grater design.

  • It's easily upgradeable

  • and expandable,

  • and it's got a ton of power,

  • checks off almost every box

  • power users want

  • in a high-end machine,

  • and has a starting price of $6,000.

  • John Ternus: It is the most configurable, most expandable,

  • and by far the most powerful Mac we've ever made.

  • [Narrator] Steve Jobs always liked to quote Wayne Gretzky,

  • saying he skates to where the puck is going to be,

  • not where it is.

  • But the trash can wasn't Apple skating

  • to where the puck was going.

  • The company just put it somewhere on the ice

  • and hoped users would come to it.

  • Pro users, many who had supported Apple

  • in its most difficult times, felt abandoned and ignored

  • by the company's focus on design over function.

  • Hopefully, Apple will take the failure of the trash can

  • as a lesson that it still needs

  • to acknowledge users' wants and needs.

  • Now, if only it could work on the new model's pricing.

This is the $2,000 Power Mac G5 from 2003,

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Why Apple's 'Trash Can' Was A Colossal Failure

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    林宜悉 posted on 2020/11/14
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