Apple has revamped its Mac hardware, but its app strategy is more confusing than ever. @markgurman explains in this week’s Power On. bloomberg.com/news/newslette… // There is some truth to this but it isn't "confusing" to developers. Some thoughts... /1 
2/ Once all Apple's hardware converged, the only question was how different the software platforms would be. The techie view is to run everything everywhere, except that can't really work. It always feels like it could, but it can't.
3/ The biggest challenge was always availability of touch on iPad and iPhone and not Mac. But it isn't just hardware but how an app is designed. This is where it is near term messy but Apple does control all the parts to make this work (kind of).
4/ In the immediate/short term, frameworks have not caught on as much as one might have hoped. Apple is taking time to move 1st party to them too. Apple controls all the parts to make this quite good because they can change any part of the platform. It isn't "cross-platform".
5/ Other developers have been slow even at iPad and iPhone. This has been sort of surprising and/or frustrating. So it is no surprise that "just let it work" on Mac is going to go slow. It might be that apps will be a long time coming on Mac, especially non-Switft/Catalyst.
6/ The Mac hardware is just incredible as described previously. But it doesn't seem that it will cause a sudden surge in Mac-specific software except in the already strong/vibrant pro creative space.
7/ There will be many utilities and of course dev tools, but it seems optimistic to think there will be a resurgence in the Store of brand-new software.
Rosetta will fade away. The question longer term on Mac is if there is an aggressive transition to Catalyst and/or SwitftUI?
Rosetta will fade away. The question longer term on Mac is if there is an aggressive transition to Catalyst and/or SwitftUI?
8/ As much as enthusiasts want to have devices that run everything, regular humans don't really need that and developers need to focus on where their customers are not a full matrix of OS/apps.
9/ But it seems unlikely there will be additional convergence of devices or experiences in the near term. And developers really aren't confused. It just looks confusing on paper if you assume everything is everywhere as a strategy v. convenience/nicety.
PS/ There will be so much debate and consternation over this topic. Even though Apple controls the whole system, there's no reason for them to aggressively streamline (risk alienating anyone) because right now developers are engaged and building where it matters IMO. // END
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