Disclosure: Most of the vendors mentioned are clients of the author.

During this ongoing COVID-19 event, it’s nice to see what appear to be normal product launches. We aren’t likely to see what we think of as “normal “that often anymore, so we’ll all have to adjust to the new normal. But as I watched this launch of well-designed mobile products, one caught my attention: the HP ZBook Studio. I think it’s the most potent anti-Apple MacBook product yet created.

Let’s talk about that.

The importance of creators during the COVID-19 event

First, during this pandemic, one of the most valuable resources the world has is its creators. It is their innovation that will help us find release from our days locked up at home. Many creative types work from home – even when there isn’t a pandemic. Historically, a significant number of them gravitated to the Apple platform, representing some of Apple’s most stalwart fans.

But as Apple pivoted to become a consumer electronics company, it seemed to treat its PC customers increasingly as afterthoughts, particularly in the creator space. The current Apple direction appears to favor a future iPad Pro over the next PC for what is now the PC space  that won’t work for most creators without a massive Cloud back end – and Apple doesn’t do cloud well.

So, with what appears to be ever-declining Apple attention, these creators are vulnerable to being picked off by rivals on the Windows side of the world. But they don’t just want an ugly workstation or laptop; they want something that has an iconic design they can be proud of and, of course, offers the performance they haven’t been getting from Apple. Ideally, the machine would also run the MacOS they know and love.

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