Pro has lost all meaning, and Apple knows it

Apple has a “Pro” problem — while some products bearing the label are clearly intended for professional use (like Logic Pro, Final Cut Pro, and the Mac Pro), years of Apple and competitors slapping the name onto wireless earbuds and slightly fancier phones have made it hard to tell what “Pro” even means. Which is why my ears perked up when Apple used a different word to describe its new computer and monitor that clearly targeted its audience of creative professionals: “Studio.” I wondered if I was witnessing the start of a new brand for Apple.

From the jump, Apple made it clear who the Mac Studio and Studio Display were for. It showed them being used by musicians, 3D artists, and developers in its presentation, and the message was...

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