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Apple should check out tonymacx86 to find out what people actually want in their Macs.
My speculation on Apple's take on "modular":
First, Apple always designs aesthetics before practicality, then design the practicality to fit the aesthetic. They do design some nice stuff, and then engineer everything to fit, so I'm not knocking that. (EDIT: I don't mean designing stuff that doesn't solve a problem, current Mac Pro excepted, just that they favor design first, and perhaps I didn't word that very well...).
Second, given the above, and a "common" definition of modular (which is something akin to blocks that play well together), Apple will likely design a completely propriety set of computer modules (blocks) that will be swappable. Think computer LEGOs in a way (though with Apple's twist).
Third, given that, look for a serious $$$ to go with such a concept - it will be completely proprietary, pretty, and "just work."
Fourth, no common market pieces will be able to used in such a system - thus Apple will have continued to keep a captured market.
The question remaining is whether they'll continue to use the "old tech is great tech" philosophy, or, stay on the curve as the rest of the manufacturers do.
Apple is now having to play catch up in some areas, so we'll see what happens. As it is, a year is going to pass before they have this grokked (if the press release is indeed accurate), so their future is definitely in question here. This could be the make-it-or-break-it time for them.
Just my very uneducated opinion.
If it fails for them, its not like they are betting the company fortune on it.
I politely disagree. Eco-system sales are the new "thing," so any part of that system that doesn't hold up will affect the whole. And, if they don't get it right, bad press will be 10x worse than good press - if you catch my drift.
Bottom line is, they have to create a very compelling reason for people to buy & use their machines - right now that's not really happening. So, their future really does ride on the decisions being made with the Mac Pro & iMac lines.
IMHO that is.