Apple’s Tim Cook declares the end of the PC and hints at new medical product
It is striking how little has changed in the average office over the past decade. There are more beards, fewer ties and the internet is even more central, but workers still sit in front of computers of one kind or other. Some use laptops; most others are wedded to their desktops, especially among the corporate rank and file. Unlike in the consumer world, where phones and tablets have revolutionised consumption habits, PCs remain kings of the workplace.
But time may finally be running out for the traditional computer. Looking at the shiny new super-sized iPad Pros tucked away in a special room on the third floor of Apple’s flagship Covent Garden store, complete with detachable keyboards, split view functionality and Apple Pencil stylus, it is clear that the world’s largest company has radical plans to change the way we work.
“I think if you’re looking at a PC, why would you buy a PC anymore? No really, why would you buy one?”, asks Tim Cook, Apple’s chief executive, who has just flown into Britain for the launch of the iPad Pro. Cook, whose spotless tailored suit and red poppy belies the fact that he spent the night in a plane, is clearly in ebullient mood. Wall Street and the City are obsessed with the iPhone, the company’s dominant product, but Apple appears quietly confident that its new tablet and TV device are going to help power the company’s continuing growth.
“Yes, the iPad Pro is a replacement for a notebook or a desktop for many, many people. They will start using it and conclude they no longer need to use anything else, other than their phones,” Cook argues in his distinctly Southern accent (he was born in Alabama). He highlights two other markets for his 12.9 inch devices, which go on sale online on Wednesday. The first are creatives: “if you sketch then it’s unbelievable..you don’t want to use a pad anymore,” Cook says.
The second is music and movie consumers: the sound system and speakers are so powerful that the iPad appears to pulsate in one’s hands when one plays a video.