The core Apple news you need to know about
The iMac has long held a reputation as the go-to computer for the savvy creative professional. If you were a designer, you bought an iMac. You just did.
Microsoft, meanwhile, was the brand for the boring office worker. But the Redmond firm wants to change all that with its new Surface Studio, a remarkably iMac-esque all-in-one. Its sleek, silver and amazingly thin device looks like it would be right at home in a Shoreditch design studio.
It's more powerful than an iMac, though, and doubles as a huge touchscreen slate – a cross between an iMac and an iPad Pro.
After a launch event where iMacs and Mac Pros were conspicuous by their abscence, Apple seems to be positioning the MacBook Pro and its snazzy new Touch Bar as the device of choice for creatives. But some have criticised Apple for releasing a MacBook that seemingly misses the mark, with Apple pundit John Gruber saying he couldn't “recall an Apple event that generated such a negative reaction from hard-core Mac users.” It's unlikely that creatives will jump ship en mass and buy Surface Studios (not at $3,000 a pop, anyway), but Apple certainly has competition.