Apple retires well-known product after 20 years as it shifts strategy
Apple is ending its Mac Pro line as it refocuses on scalable desktops and its in-house silicon strategy for professional users
SlateStone Wealth Chief Market Strategist Kenny Polcari analyzes the upward trend in the markets amid developments in the conflict with Iran on 'Varney & Co.'
Apple is scrapping its high-end Mac Pro desktop after two decades, signaling a shift in how the tech giant targets professional users, according to reports.
The company has quietly removed the Mac Pro from its website, according to Bloomberg and 9to5Mac, marking the end of a product line that once served as a "halo" device for video editors and developers. The machine, known for its modularity and "cheese grater" design, carried a starting price of $6,999.
The move underscores Apple’s pivot toward more scalable devices powered by its proprietary silicon. By streamlining its lineup, Apple is prioritizing higher-margin, integrated hardware like the Mac Studio – a compact desktop that offers comparable performance to the Mac Pro at a significantly lower entry cost.
SONY TO RAISE PLAYSTATION 5 PRICES AMID SURGE IN MEMORY CHIP COSTS
A customer looks at a Mac Pro workstation at Apple's flagship store on Nanjing Road in Shanghai, China, June 2, 2021. (Costfoto/Future Publishing via Getty Images)
The decision comes as Apple marks its 50th anniversary, highlighting its evolution from a niche enthusiast hardware maker into a global company built on mass-market, tightly integrated ecosystems.
Apple employees help customers at the Fifth Avenue Apple Store on new product launch day on Sept. 19, 2025 in New York City. (Michael M. Santiago/Getty Images)
APPLE CO-FOUNDER STEVE WOZNIAK SAYS HE'S 'NOT A FAN' OF AI
Apple has been selling through remaining inventory in retail stores. The company confirmed to 9to5Mac that it has no plans for future updates to the Mac Pro line, effectively ending the era of the internally expandable Apple desktop.
Apple's new Mac Pro sits on display in the showroom during Apple's Worldwide Developer Conference (WWDC) in San Jose, California on June 3, 2019. (Brittany Hosea-Small /AFP via Getty Images)
APPLE UNVEILS LOWER COST IPHONE 17E, RAISES PRICES ON MACBOOKS
The shift reflects Apple’s broader strategy to consolidate its desktop lineup around fewer, more scalable products aligned with its in-house chip roadmap.
Apple shares are up fractionally in afternoon trade and are down about 6.2% year to date.
| Ticker | Security | Last | Change | Change % |
|---|---|---|---|---|
| AAPL | APPLE INC. | 255.63 | +1.84 | +0.73% |
FOX Business has reached out to Apple for further comment.
CLICK HERE TO GET FOX BUSINESS ON THE GO