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What's the Mac mean to Apple, the Surface to Microsoft?

Gregg Keizer | Nov. 11, 2016
Revenue isn't everything, or even much, says analyst

"Apple's identity is tied to the Mac," said Dawson. "It's been an important part of the identity in a way that the Surface isn't [for Microsoft]."

Dawson's conclusion: Because of the Mac's importance, Apple must please those creative professionals, enough, anyway, to keep them in the fold. "[The new MacBook Pros] didn't satisfy every need," Dawson agreed. "That left a vacuum which neither the MacBook Pro or the desktop Macs filled. Apple needs to put something into that vacuum."

Dawson believes that Apple has a plan. "They will update the desktop Macs, maybe starting with the Mac Pro, in the next few months," he said.

surface mac rev share Data: Apple, Microsoft

Microsoft's Surface hardware contributed much less -- as a percentage of total revenue -- that did Apple's Mac portfolio. But while Surface's portion has steadily increased, the Mac's has fallen in the last two years.


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