The
Think Different campaign I believe was to openly encourage Apple's own teams to think well beyond the average, which they did in the day. Microsoft isn't dependant on consumer sales, nor is Surface prime revenue stream. This allows the Surface team to innovate and take the risk as once did Apple. The results after some time have proved be not only stylistically interesting also genuinely solid performers offering solid solutions.
Apple seems either indifferent or afraid to bring an exciting well developed desktop OS device to market. Yes it does stretch itself occasionally, equally it also then gimps the products out the box; Trashcan, Butterfly Keyboard, Touch Bar, cooling anybody etc. TBH the likes of the Surface Book & Studio was something that I once only imagined Apple could pull off, same as Touch on the desktop OS.
Bottom line Apple focused on the dollar, itself and the shareholders. I miss the old Apple, equally Tim Cook is a fantastic CEO and has absolutely delivered for Apple and it's shareholders. Sadly to the cost of some of us who just wanted that
Think Different philosophy to remain in place...
New iMac is inbound (hopefully) I expect a visual refresh and updates as per expectation, equally would Apple now dare to
Think Different and present AMD CPU with Nvidia graphics, solid cooling and reasonable access for cleaning/upgrades, nor charge an arm and a leg for one...
Also time for MS to push the Studio as that too has to be coming up for a refresh, if not just CPU & GPU. A larger base with more cooling capacity and a more powerful GPU would be the order of the day

I honestly wish Apple would subvert my expectations and blow the mind as it once did with the Mac...
Me, I'm waiting on Surface Neo, until then My OneMix UMPC holds the throne as the ultimate portable, baring
SteveJUAE as he's just got the new model with 10th Gen quad core 👍
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Y series Intel i7, 16GB RAM, 512 SSD, 512 microSD, 360 Deg 2in1, full Touch & Pen, 8.4" 2K display. Not for everyone, but for those it does work for top notch indeed 😎 Continues to impress...
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