Just a thought experiment…. Would you rush to buy a new Mac (ie more than you would for the latest, greatest Intel model) if Apple changed to a new architecture? It's not relevant what that architecture might be as long as it was proven (according to certain benchmarks) to be hugely superior to current (and anticipated) Intel designs. The catch is the newer machine would largely break compatibility with existing OSX software and there would be the danger of developers dragging their heels to roll out compliant software or even not at all. Also, peripheral devices would be thin on the ground until the architecture took off. Essentially what I'm doing here is recreating the environment around the birth of OSX. When I started buying Apple back then, the chief attraction was the think different attitude - and that came with a price - buggy OS, poor software support, virtually zero compatibility with peripherals and the nascent PDA/phone market - and the realisation that for the most part, these new machines didn't actually outperform Intels of a similar class. Of course, there is zero chance of Apple doing this now but I thought it might be an interesting what if?