Apple senior vice president and head of worldwide marketing Phil Schiller said during the event that it’s “time to say goodbye to the function keys.” But beyond faster video- and photo editing, the benefits were unclear. But the most widely touted new feature is called the Touch Bar, which replaces the row of function keys, including the escape key, that have been around since the dawn of personal computing. Apple launched even thinner and lighter MacBook Pros, weighing in at three and four pounds. The September quarter showed a big decline in Mac sales, and new Macs are seen as key in helping the company’s revenue surpass expectations in the holiday quarter.īut it’s not clear that the new features introduced Thursday will inspire Mac users to upgrade. In the Mac hardware area, consumers and investors were looking forward to much-anticipated upgrades. Jan Dawson, principal analyst at Jackdaw Research, said on Twitter that the move “seemed like an incremental step toward an eventual TV service.” But it’s worth noting that Apple TV still remains in the “other” category on the company’s income statement sheet, where Apple does not break down units or revenue of a few products, including the Apple Watch. The lineup included a new TV guide app for Apple TV that runs on the iPhone and the iPad, but does not offer Netflix or Amazon Prime Video, the two most popular streaming services. Read: Apple demolished by Microsoft at their respective PC events
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