August 2019 • Macworld 131OPINIONSuch is the reality with Apple. It can’t possibly
make all of the products that its customers
want – it just doesn’t have the time, money, or
people. But some of the choices that Apple has
made about products to not pursue have been
surprising. Especially when it seems as though
the market in question is desperately in need of
a solution that would be right up Apple’s alley.
During the company’s annual Worldwide
Developers Conference keynote, I noticed a few
places where it seemed as though Apple was
missing out on an opportunity. Some of these might
be cases where the company has decided it doesn’t
want to be in a specific business, and some might
merely be a case of a future product not being
ready yet – from the outside, there’s really no way
to tell. But here are three cases in which it seems
like an Apple product or service might be a welcome
alternative to what exists, if not something that fills
a gap no one else seems to be addressing.
A display for the rest of us
We can all agree that Apple’s £5,000 (£6,000,
if you want to actually have it on your desk) Pro
Display XDR is a heck of a piece of hardware. The
display technology itself is light years beyond
anything else that a consumer electronics company
is creating. As Apple pointed out, it’s a product
intended to give you the performance of a £40,000
reference monitor at a fraction of the price.
However, most people outside of the film and
television industries don’t need a display that