Apple iMac
A new 27 inch iMac computer is seen follownig a presentation at Apple headquarters in Cupertino, California October 16, 2014. Reuters/Robert Galbraith

March is almost over and the only Apple “updates” unveiled during last week’s announcement were the Product Red iPhone 7 and iPhone 7 Plus, the new and more affordable 9.7-inch iPad, and the doubled up storages of the company’s 4-inch handset, the iPhone SE. Yet again, there was no mention about the long-anticipated iMac 2017 refresh. And Apple fans have constantly been waiting for a desktop upgrade.

It’s getting to the point where it’s okay to presume that Apple may never come up with a new desktop this year. The iMac desperately needs a 2017 refresh since it has been a while since it was last updated. The “latest” version of the Macintosh computer came out a year and a half ago.

It seems that the Cupertino, California-based tech titan may have forgotten about its all-in-one desktop. After all, the iPhone is now the hot seller and, understandably, the main priority. But Apple vehemently denies such notion, and suggests that everything is in line.

Apple CEO Tim Cook has made it clear that the iMac and the rest of the desktop ensemble are still very much on board even with the absence of public updates. Cook previously addressed on an employee message board the concern regarding whether the company is still committed to desktops, and said that “great desktops” are in the roadmap.

“Nobody should worry about that,” said the Apple CEO. “Don't think something we’ve done or something that we’re doing that isn’t visible yet is a signal that our priorities are elsewhere.”

Of course, no timetable is actually set. But there’s still hope that Apple could launch the new iMac by mid-year. Last month, when the company announced the details of its 28th annual Worldwide Developers Conference (WWDC 2017), it didn’t leave the Mac out of the line-up of products it mentioned.

“[The WWDC 2017] will be held at the McEnery Convention Center in San Jose,” announced Apple. “The conference, kicking off June 5, will inspire developers from all walks of life to turn their passions into the next great innovations and apps that customers use every day across iPhone, iPad, Apple Watch, Apple TV and Mac.”

It’s still plausible that Apple launches a revamped iMac 2017 unit come June without prior fanfare. The last Apple desktop that was unveiled at an WWDC was the Mac Pro back in 2013. If the June launch doesn’t push through, fans would have to hope and wait for a late third quarter or early fourth quarter unveiling. Hopefully the tech giant doesn’t come up short again like it did last year, when it failed to mention anything about a new iMac during a Mac-centric October event that launched the new MacBook Pro models.

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