Apple Remains Committed To iMac, CEO Tim Cook Assures Employees

You may not have heard anything about the iMac lately, but Apple is determined to make its desktop computer brand the best it can be. That assurance came from Apple CEO Tim Cook in a message sent to the company's employees, as doubts over the company's enthusiasm for the desktop computer business mount.

Writing on Apple's employee message board, Cook noted doubts raised in the media about the company's commitment to desktops, TechCrunch reports. He added, however, that "great desktops" are in Apple's roadmap. "Nobody should worry about that," Cook wrote.

In his message, Cook also said desktop computers perform better in different aspects such as memory, storage, and screen size. He said it's a reason the iMac is important and critical for many people.

Cook also described Apple's latest 2015 iMac model the best the company has produced so far and its Retina 5K display the best in the world. According to The Verge, that iMac model has been updated every year in the last five years, but was left out in this year's MacBook refresh.

The Mac Mini, on other hand, was last updated in 2014, and the Mac Pro in 2014. It is unclear from Cook's latest message if the Mac Mini and Mac Pro will soon get updates, and some believe the company will let go of them and just focus on the iMac.

The iMac was not part of Apple's latest innovations announced at the MacBook Pro refresh event, which included the latest MacBook Pro models with touch bar. That has led to speculation that Apple is no longer keen on developing more advanced desktop computers, even as it faces tough competition from Microsoft and its Surface Studio personal computer.

Cook stressed that the desktop is "very strategic" for Apple. It is likely, then, that consumers will have new models to look forward to. However, Cook did not say new iMacs will be released.