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Two senior Apple executives confirm commitment to Apple mini

As we reported earlier, it’s now three years since Apple last updated its popular Mac mini. The company giving very little attention to this machine since 2014 has fuelled speculations that there might never be an updated version again.

Luckily, a brave Mac fan by the name of Krar recently emailed Tim Cook, Apple’s CEO, in an attempt to get an update on what was in store for the Mac mini – and Cook actually responded. In his email, he said it wasn’t yet ‘time to share any details’ but assured the writer that the Mac mini was here to stay, and that it would play a vital role in the firm’s product line-up in future years.

Cook’s reply confirms what Phil Schiller, Apple’s head of marketing, said earlier when plans for a new Mac Pro surfaced: “The Mac mini is an important product in our line-up and we weren’t bringing it up because it’s more of a mix of consumer with some pro use.”

The Mac mini is the Cupertino-based company’s lowest prices desktop computer – provided you already have a keyboard, mouse and display. The present version is horribly outdated, however, and continues to use Intel Iris/ Intel HD 5000 graphics and Haswell processors.

It’s not obvious when Apple plans to launch a new Mac mini, and apart from a faint rumour about the possibility of a redesigned version that ‘won’t be so mini anymore,’ nothing concrete has surfaced in recent times.

With 2017 in its last quarter, it’s unlikely that a new version, possibly with Kaby Lake Refresh chips and a quad-core processor, will be launched before 2018.

However, with both Cook and Schiller confirming Apple’s plans to keep the Mac mini in production, the timing of a new model might be uncertain – but in this case, we can be fairly sure that all good things will indeed come to those who wait.

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About the author

Chris

I've been a passionate evangelist for Apple and the Macintosh throughout my working life, my first love was a Quadra 605 working with a small creative agency in the south of Norfolk UK in the mid 1990's, I later progressed to other roles in other Macintosh dominated industries, first as a Senior graphic designer at a small printing company and then a production manager at Guardian Media Group. As the publishing and printing sector wained I moved into Internet Marketing and in 2006 co-founded blurtit.com which grew to become one the top 200 visited sites in the US (according to Quantcast), at its peak receiving over 15 million visits per month. For the last ten years I have worked as an Affiliate and Consultant to many different business and start ups, my key skill set being online marketing, on page monetisation, landing page optimisation and traffic generation, if you would like to hire me or discuss your current project please reach out to me here.

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