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The PC Is Cool Again | PCs Are Catching On As Apple Drifts Off

By Kishore Sawh on March 10th 2017

‘Cool’. The word seems almost archaic now, like something a current high schooler’s dad would say to sound winning and ‘with it’ much to the chagrin of his teen. And somehow that rather quickly and neatly brings us to the PC, because for quite some time now that’s sort of what you felt PC makers were doing whenever they released a new computer; that they were trying really hard to be cool, and therein forgetting the number one rule of cool, which is to make it look effortless.

But for about 15 years now, ever since Apple got ‘jiggy with it’ with the iPod, PC has been desperately grasping for some of that Apple caché primarily by offering more but being not as clever, half the price, and twice as loud. From wacky colors to crazy feature-sets, they represented the out-of-touch dad that tries to forcefully lunge teen syntax into a conversation in which he doesn’t belong. That’s good comedy fodder for Milton Berle but not a good look for attracting youth and money. You bought a PC either because they had a program Mac didn’t, or because you did the maths and the numbers made sense, like buying a family sedan in beige. But that’s been changing over the past few years, and PCs aren’t what they used to be.

Neither is Apple.


When Apple had been so dominant in the market of high-end computing and for so long, getting an Apple user to move to a PC was like trying to convince a Texan to become a vegan – regardless of how good they’d become. Most Apple users have a cognitive bias in regards to computers, a mental addiction to a past evaluation as opposed to a present one; something we hold to be true that no longer is, but we’ve been given some Methadone and it’s becoming more prevalent as PC’s seem to be catching on and Apple, in some ways, is drifting off.

Of course, the most obvious example of this is the latest-but-not-greatest MacBook Pro, which for all its beauty and forward thinking lost much of its practicality that power-users held so dear. Of course, Apple has a history of doing things we initially dislike, only to see the light later on. When iPhones weren’t to support Flash, for example, or cutting the headphone jack, or offering something like the iPad. Steve Jobs famously said ‘People don’t know what they want until you give it to them,’ but this one seems to have struck the wrong chord, perhaps been a bit too ahead for current relevance.

At the same time, Apple’s been slow to develop their desktop Pro series at near equitable price points, and their computers are essentially non-upgradable anymore. All of this has left the door open to PC, and they’ve pushed on it. From the Surface Studio to the Surface Pro and everything in between, Microsoft is doing some great things. Here’s a look at some good ones from The Verge, and check out our Mac Vs PC showdown below.


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A photographer and writer based in Miami, he can often be found at dog parks, and airports in London and Toronto. He is also a tremendous fan of flossing and the happiest guy around when the company’s good.

Q&A Discussions

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  1. Nick LaPalomento

    Although the Surface Studio is a beautiful piece of hardware, I wouldn’t use it as a great example of Microsoft producing more upgradeable and cheaper machines. In fact the cheapest Surface Studio is listed at $2,999 which does not come with an SSD and also uses a mobile GPU. Not to mention is doesn’t have upgradeable RAM and only has SATA II. So for $1,000 more than a mid-range iMac 5k you aren’t getting anything other than the tilting screen… 

    My point is that although Microsoft is making hardware that has better design and nicer materials, its no better than what Apple is offering. There are only truly a few offerings from other manufacturers that actually have better hardware, unless you plan to build and support your own custom machine

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  2. Eloise Speight

    This article is about as boring as why people are switching to Mirrorless!

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  3. Michael Pue

    As a musician I was about to proudly correct the spelling of “cord” here. I see that’s already been done, so I’ll stroke my ego by posting this instead. Also, as a person being treated on methadone I’m not sure what the reference to it here is meant to say? I was prescribed it to assist with staying off of illicit use and to wean gradually into abstinence (1 month away from succeeding now) and I cannot figure out what context it’s being used here for. Maybe having Asperger’s syndrome is limiting my understanding. 

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  4. Rick Ohnsman

    Spelling and proper word choice builds credibility. Your writer wrote (sic) “struck the wrong cord.” The word he meant is spelled “chord.” A musician would know the analogy. 

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  5. Pye Jirsa

    It’s honestly kind of sad the way Apple is going. I really love their ecosystem. I even walked in, trying my best to go buy the new MBP. I just can’t get over so many of the design choices and lack of features they went with. I walked back out not caring about a little finger scrolling bar, and annoyed that I have to carry dongles all over the place. Not to mention, paying for hardware that is so below what it should be. Dell/Microsoft they are all paying attention, and they are hitting where it hurts. They are giving power users, artists and creatives no better choice than to switch back to PC. 

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    • Michael Giordano

      Agreed. One of my favorite features of Dell is upgradeability. I like how they allow you to upgrade the SSD, RAM, and WIFI card down the road if you want. 

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  6. Michael Giordano

    I built my own PC for editing. I love it, the thing is awesome. Now, I wish that PC laptops would start closing the gap on MacBook Pro’s, more specifically, I wish they had comparable track pads. That’s really my only problem with PC laptops, but to me it’s a big one. 

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    • Michael Croshaw

      Yeah agree on the trackpad, I do use it a lot.  I have last years MBP which I am happy with, but no SD card reader in the new one is a huge deal to me, as I use it all the time and I hate carrying dongles around.  Hopefully I won’t need to upgrade for a few years but when I do I’ll probably go back to PC.

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