Apple launched the new MacBooks a few days ago, and designers are not happy. Read all the comments here for example. The competition makes more powerful machines, Apple still does not make a 4K standalone display.

But there is also a psychological element to this. We designers used to use our Macs to show to everyone that we were different. We were free to buy cool equipment while most of the "other people" were stuck with crappy machines supplied by the corporate IT department.

Maybe reality has caught up with us designers. For most graphics design application, almost any computer will do. PowerPoint being at the bottom of performance-intensive applications, I have stopped looking at horse power as the main buying criterium for computers.

Still Apple is dropping the ball here and there. No innovation in productivity software (I am trying to add my bit of innovation with presentation app SlideMagic), and a proliferation of adaptors to connect devices, even those that are within the Apple ecosystem.

All of this leaves the door open to a new super premium computer brand. If I were Microsoft, I would create a "Lexus" in computing and court those style-conscious designer elitists again. 

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