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Six Colors

by Jason Snell & Dan Moren

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By Dan Moren

The Back Page: Semi-Pro

Since the announcement of the Mac Pro and Pro Display XDR at this month’s Worldwide Developers Conference, we here at Apple have been listening closely to the reactions of our customers. Our team has been busy reading every blog post, listening to every podcast, even sifting through every twee—wait a second, they weren’t working at all, were they?!

Ahem. As I was saying, our goal is to make sure that you, our customers, are as happy with our products as we are. Your surprise and delight is our priority, and if something’s not meeting your expectations, we want to fix that. Along those lines, we’ve heard one overarching piece of feedback about the new Mac Pro that we simply can’t ignore anymore, and so we’re here to address that.

The price.

I get it: innovation doesn’t come cheap. One can’t just throw a bunch of components in a rubbish bin and sell it for several thousand dollars, right?…

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