Mac

Despite the resilience of Intel configurations, the advent of the Apple Silicon architecture marks the brand's big comeback at the top of professional graphics workstations.

Between 2000 and 2010, while QuarkXPress and Adobe suite users (Premiere, After Effects, Photoshop) swore only by the Mac, the raw performance gap widened in favour of the Windows world. This gradual migration of professionals to the PC world was accentuated by Apple's slowness to renew its machines. Creatives had to bide their time: after the launch of the Mac Pro in 2006 and its 2009 updates, it took until 2013 to see the famous cylindrical chassis - which some mockers quickly nicknamed the "trash can Mac". Six years of stagnation followed before the last generation of Intel Mac Pros, the final evolution of the tower chassis, like a return to the roots of Power Mac design for connoisseurs.

Yet the real recapture of market share did not come from the prestige of the Mac Pro alone. It was born of the Silicon technological breakthrough, which integrates a massive number of graphics cores right at the heart of the architecture. The spearhead of this revival is undoubtedly the Mac Studio: a machine fitted with the fastest processors in the range (M2/M3 Ultra), able to handle colossal workloads in rendering software such as DaVinci Resolve or Maxon Cinema 4D in an ultra-compact format.

By dropping the traditional model of third-party graphics cards in favour of extremely fine chip engraving, Apple now offers cutting-edge performance in a small footprint - even if, true to form, the brand has not lowered its prices.

Today, the Mac Studio captures most of the power once reserved for the Mac Pro. The shift is such that, at the end of the first quarter of 2026, Apple confirmed the definitive end of the Mac Pro, whose expandable design and tower format had become anachronistic in the face of the full integration of Silicon chips. From now on, the power once reserved for this legendary tower is concentrated in the Mac Studio, making it the preferred choice for our high-performance rental solutions. The need for a large case now survives only in a few very specific niches; for the vast majority of production workflows, the speed of Thunderbolt 4 and 5 interfaces has made internal cards obsolete.

While the computer remained the pivot of Apple's creativity and originality for almost three decades, the late 2000s marked a major expansion of its world, a small big bang on the human scale of computing, and at the very least on Apple's scale! By moving beyond the keyboard in favour of touch interaction, Apple added two new pillars to its expertise, which have now become the brand's economic centre of gravity, each ushering in a new era of digital communication: the tablet and the smartphone.

With remarkably innovative boldness, the brand created two distinct paths, raised in 15 years to the rank of new communication highways: the iPad, a true standalone tool that people were unconsciously waiting for, the obvious answer that finally combines the power of a computer with the flexibility of touch for creative work on the move; and the iPhone, which propels the Apple ecosystem into total mobility. By natively integrating telephony and cellular connectivity, the iPhone does more than offer a smart touch interface; it opens up a global world of communication, giving everyone, individuals and professionals alike, unprecedented responsiveness, permanently and everywhere.