Microsoft's reimagining of the PC for creators heralds a new generation of computer

Microsoft, during its Oct 26th event, made known its venture into a space traditionally acknowledged as Apple's forte: creative professionals.

If you ask any creative professional, such as an artist or musician Apple's iMac is the preferred tool for most, hands down. For artists of varying disciplines, Apple's high-end and expensive hardware have been the industry standard for anyone serious about their craft. That is not to say the non-artistic consumer will not find value with a Mac. Apple's desktop computer has simply set itself head and shoulders above other PCs for the artistic professional.

Conversely, Microsoft's productivity focus has made it the go-to tool in the enterprise. Furthermore, Redmond's allegiance with hardware partners helped push the PC to bargain basement price points and thus into 90% of homes in the market.

The contrast between the Mac and the PC has seen the two placed at opposite ends of the spectrum at times. Apple's high pricing and the Macs appeal to professionals has given it an elite and luxury branding. Microsoft's reliance on manufacturing partners who have represented Windows on both high end, but more visibly for the masses on low-end, hardware has positioned Redmond to contend with a "generic" perception of PCs. Windows dominance in the market on 90% of PCs and the familiarity of the Office productivity suite has reinforced the polarization between the Mac and PC.

Surface Studio and Creators Update is aimed at mainstreaming creative tools for everyone

With the introduction of the Windows Creators update and the Surface Studio, Microsoft is looking to make its platform more appealing to all creators. The company is also aiming to make its hardware the ideal tool for content creation. Moreover, in line with the first-party Surface line, Redmond is positioning the Studio to "rebrand" Windows desktop PCs. As a high-end, high-priced $3000 aspirational device the Studio (and other Surfaces) combat the low-end legacy perception associated with PCs when compared to the iMac (and MacBook).

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