The creative computer, like Macs have always been
“My first thought was, ‘Oh, I wonder when the iPhone Studio comes out,” says Jonathan Balck, co-founder and managing director of ad agency Colossus, in an interview with. “Pro was exclusive, and it was about one way of doing things, but the whole culture is moving toward creativity,” he adds while musing whether we could see Apple’s Pro branding shift to become Studio branding instead.
I can hear people asking: “Isn’t it a bit early to predict that, given that we’ve only seen two products?” It’s a very fair question. But it definitely seems like a first step — to me, the Mac Studio line is a clear successor to. Both computers are powered by monstrous CPUs and come standard with 10Gb Ethernet and a healthy crop of Thunderbolt and USB ports. I’m convinced that, had Apple released the new Studio even two years ago, it would’ve put “Pro” in the name.
Some marketing experts tell me that the word “Pro” is starting to get long in the tooth, and not just from overuse. “The previous term Pro is, in my opinion, outdated and dry,” says Keith Dorsey, founder and CEO of the creative marketing group and management company YoungGuns Entertainment. Balck agrees; “If you look at the word Pro, that is in many ways restrictive,” he says in an interview, explaining that when you say a product is “professional,” it evokes ideas like job interviews, portfolios, and standoffishness. Pro products, he says, come across as just for those who use creativity to get a paycheck.In comparison, I heard a lot about how “Studio” is a great word given Apple’s target audience.
Michael Janiak, a co-founder of the Pattern design agency, puts it another way — “it definitely is evocative of a particular kind of vibe and environment where creative work happens,” he says in an email. “To me, it seems like the goal of using the term is more to send a cultural signal to current and potential customers.” Balck says it evokes the image of a studio where people can get together and collaborate on projects, not necessarily for money but to fulfill a creative drive.
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