Told that it plans to release a new Mac Pro computer in 2019 — a desktop computer that will set the tone for the developers and businesses that are critical to the company's future. (The company later confirmed the plan to CNBC.) In fact, even if the new Mac Pro is one of Apple's least popular computers, it could be one of the most strategically important.

For consumers, Apple's brand is all about sleek, small, quiet and simple. But as Apple looks to double the size of its software and services business and expand in schools and enterprises (Microsoft's turf,) it's vital that Apple has at least one professional product that's a serious workhorse capable of pushing the envelope in augmented and virtual reality, machine learning and other large, intensive industrial projects. Although Apple rarely forecasts future products, Mac executive Tom Boger told that Apple wants 'to be transparent and communicate openly with our pro community.' 'We know that there's a lot of customers today that are making purchase decisions on the iMac Pro and whether or not they should wait for the Mac Pro,' Boger told the publication. In short, the device seems to be a multi-thousand-dollar olive branch to some of Apple's most important and coveted customers — and those that have been feeling neglected in recent years. A year ago, Apple admitted that it had disappointed users of the previous Mac Pro, and And the longer users waited for a fix, the more the pressure on Apple seemed to build. Apple has recently released other high-end computers, but the MacBook Pro, for example, featured a Touch Bar that was more suited to 'pro-sumer' functions like basic video editing, rather than writing code for hours at a time.

Some of Apple's consumer products are also, when many professional technologists like to upgrade individual components such as batteries, memory cards and displays. The new Mac workflow, an executive told, is 'super relevant for MacBook Pros, it's super relevant for iMacs and iMac Pros and in the end I think it helps us in dialogue with customers to figure out what are the right systems for you.'

Every Mac and Apple display comes with a and up to 90 days of. Extend your coverage to three years from your hardware product’s original purchase date with the AppleCare Protection Plan. You get direct, one-stop access to Apple’s award-winning telephone technical support for questions about Apple hardware, OS X, and Apple applications such as iLife and iWork.

Apple Mac Store

And you get global repair coverage for your Mac and Apple display through convenient service options. 1 Extend your coverage to three years of service and expert telephone technical support. Because Apple designs the computer, the operating system, and many applications, the Mac is a truly integrated system. And only the AppleCare Protection Plan gives you one-stop service and support from Apple experts, so most issues can be resolved in a single call. Direct access to Apple experts. Global repair coverage 1. Onsite repair for desktop computers: Request that a technician come to your work site 3.

Carry-in repair: Take your Mac or Apple display to an Apple Retail Store or other Apple Authorized Service Provider 3. The AppleCare Protection Plan provides global repair coverage, both parts and labor, from Apple-authorized technicians around the world. What’s covered — Mac. Your Mac computer. Battery 1.

Included accessories such as the power adapter. Apple memory (RAM). AirPort 4.

Apple USB SuperDrive (for MacBook Air, MacBook Pro with Retina display, iMac, and Mac mini). Apple display purchased with your Mac What’s covered — Apple display. Your Apple display. Built-in camera, mic, and speakers.

Included power cord. Important notes The AppleCare Protection Plan can be purchased only while your Mac or Apple display is still covered under the standard one-year limited warranty. See for complete product details. If you purchase an Apple Display with your Mac, the AppleCare Protection Plan for Mac covers both the computer and the display. For Mac computers running OS X Server, the plan covers server administration and network management issues using the graphical user interface of OS X Server. For advanced server operation and integration issues, purchase.

For more information, read. Choose the plan that’s right for you or your business. Service coverage is available only for the Mac and/or Apple display and its original included accessories for protection against (i) defects in materials or workmanship and (ii) batteries that retain less than 80 percent of their original capacity. Local telephone fees may apply. Telephone numbers and hours of operation may vary and are subject to change. Availability of each option depends on country in which service is requested and location of Apple Authorized Service Provider.

Apple may also request that the customer replace components with readily installable parts. AirPort must be purchased up to two years before your Mac purchase or during the term of your AppleCare Protection Plan coverage. AppleCare Protection Plan benefits are in addition to any legal rights provided by consumer protection laws in your jurisdiction. The company obligated under the AppleCare Protection Plan in the United States is AppleCare Service Company, Inc., an Arizona corporation and wholly owned subsidiary of Apple Inc., doing business in Texas as Apple CSC Inc.

For complete details, see terms at.