How Apple lost a round to Microsoft in high-end computing battle
Microsoft shows its deft touch by ingeniously going after Apple’s traditional market of creative users with the launch of its very stylish and very powerful Surface Studio desktop computer
Within the same week Apple and Microsoft had duelling product launch events. And in the technology version of this “Who wore it better?” contest, the winner seems to have been Microsoft.
That’s right. Microsoft has made Apple look like the square, after lifting the veil on a 28-inch touchscreen all-in-one desktop called the Surface Studio that immediately had tech enthusiasts drooling. Over a desktop.
One could argue that this is an apples-to-oranges comparison. Microsoft, while on the rise again, still benefits from lower expectations than Apple. Introducing a new product, such as the Studio, is almost always going to be more exciting than upgrading an old line. But there is a common thread here, which we can use to analyse how these companies are thinking about the future – even more specifically, the future of touch and computing.
Touch itself, as a technology, isn’t new. But Microsoft did a good job of framing its incorporation of touch with the Studio as expansive, liberating, and a universal way to unlock potential. Who doesn’t want to think they have a symphony, novel, or artistic masterpiece inside them, just waiting to be unlocked by the right new tools?
