Skip to main content

Apple’s Display Intentions In Question

thunderbolt display

Apple’s Thunderbolt display has been discontinued and with no announcement of a replacement the models in stock at Stores and dealers will be the only option for customers looking for an Apple branded display.

Apple’s announcement that the display was no longer going to be offered seemed ill-timed and out of character. Especially as it pointed out alternative third-party options for customers to investigate.

The conventional wisdom is that Apple is going to release a 5K display, possibly with a built-in graphics card. Clearly if that is the case then the replacement isn’t ready and isn’t likely to be for some time.

Does Apple actually have plans to replace its display? Possibly not. Why direct customers to third-parties if a new product is on track? Why announce that the display is discontinued at all, rather than just allowing stocks to dwindle as production of the replacement is ramped up, which is what Apple always does?

So if there is no replacement incoming why would Apple kill what we assume is a profitable line? The clue might well be in the announcement – stocks will continue to be sold off, although no discount is being suggested.

Doe the low-volume nature of a high-end display sit against everything that Apple – and Tim Cook in particular – stands for? As a business Apple has always been about low inventory levels and product lifecycle management. Is a high-end display just too slow selling to make it worth retaining in the product line?

It may well be that Apple has a plan to replace its display line, and that replacement will support new colour spaces, connection technology and, yes, even embedded graphics hardware, but that clearly isn’t something that’s going to happen overnight.

Whatever Apple has planned for this space I suspect that we won’t find out until 2017.


Popular posts from this blog

F1: Robert Kubica Impresses In Renault Test Run

The car may be old but its the performance of the driver that's the story here. Robert Kubica returned to F1, after a fashion, earlier this week with an extensive test run in a 2012 Lotus Renault F1 car at Valencia.
The age of the car and the circuit were likely determined by F1's current rules which ban testing, but the reason for Kubica being in the car is far more interesting. Considered by many to be a potential World Champion and certainly one of the fastest drivers of his generation, Kubica's F1 career seemed to be over after a 2011 crash whilst driving in the Rally of Andora. His Skoda Fabia was penetrated by a guardrail in the high speed accident partially severing his right arm.
Up until last year Kubica has been competing in rallying, with the expectation that the limited movement in his repaired arm would prohibit a return to single seater racing.
So this week's test is both interesting and confusing. Interesting because Kubica completed 115 laps of the ret…

F1: Robert Kubica's Williams Test Asks More Questions Than It Answers

Comparing driver's times at a tyre evaluation test like last week's Abu Dhabi event is difficult at the best of times, but when trying to assess the performance of a driver who has been out of the sport for six years, that difficulty level is raised even higher.
On the face of it Robert Kubica's test for Williams was a success. Fastest of the three Williams drivers present the headlines look promising. However, taking into consideration the different tyres used to set those times muddies the water considerably.
Kubica ran a three lap qualifying simulation on the new 'hyper-soft' tyre - which should have given him a two-second advantage. Correcting for tyres it would appear that Kubica was significantly slower than Sergei Sorotkin - who was on the harder 'soft' tyre - and marginally quicker than Lance Stroll, the team's only contracted driver.

Stroll's family fortune currently funds Williams, so there' no chance that he will be anywhere but in a…

Panos Panay's Defence Of Microsoft Surface Hardware Sounds Eerily Familiar

This weekend I went out with my ten year old daughter to select a laptop for her school year beginning in January. The schools requirements are quite specific, requiring a Windows 10 device, with a preference for a touchscreen and a stylus. She chose a Surface Pro, after trying a large number of different options. Having seen the way I use my own Surface Pro - and tried it herself there was only ever going to be two options - and the other was a Surface Laptop.
I tell you this so that you understand I am a buyer of Microsoft's products through choice, not compulsion. I'm on my third Surface device now. 
So when Panos Panay dismissed reports of the death of the Surface hardware line, I was very interested to see exactly how strong these denials were. Especially how they reflect what has gone before. To whit: Windows 10 Mobile.
Panay claimed that Microsoft is in hardware for the long haul. Almost exactly mirroring the words of Terry Myerson, when he claimed Windows Mobile was g…