Not too long ago, an Apple commercial really warranted our goosebumps. But it's been years since it put out a goosebump-worthy product. You get the sense that Apple is just coasting on its image -- for instance, releasing a $300 coffee-table book that contains nothing but photos of old Apple products. During the recent unveiling of the new MacBook Pro, Tim Cook spent a needlessly long time commemorating the 25th anniversary of the first Apple notebook, boasting about how influential the brand has been. When he finally got around to the new MacBook -- the laptop's first meaningful update in four years -- the main selling point was a new touchpad strip that's being criticized as a splashy gimmick, an awkward, unintuitive tool for the creative professionals it was ostensibly designed for.
The creative class (or whatever you want to call it) has long sworn by Apple products as its must-have tools, but Apple's failure to innovate its computers fast or frequently enough is a clear signal to creatives that they're being deprioritized for the iPhone-buying masses. Understandable, since the iPhone is the most profitable product in history. But no one likes to feel ditched, which brings us back to Microsoft.
The new Surface Studio is not a paltry, overdue update on a once-beloved device. It is unlike anything we've ever seen, and a jaw-dropping vision for the future -- a future that we once expected Apple to deliver. Apple’s version of the future is looking a lot like the status quo, and one that fans are less and less keen on following.
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