With new apps like Files, a desktop-like Dock and countless smaller tweaks and advances, Apple’s new mobile OS offers plenty of enhancements.

Apple’s upcoming iOS 11, already in public beta and due out this fall in its final form, delivers numerous improvements and changes for iPad and iPhone users. These include a host of new enterprise-useful features — especially for the iPad — as well as a variety of tweaks that will almost any user.

Here’s a rundown of the 50 or so most important things you need to know to get the most from Apple’s mobile platform.

Augmented reality

Apple’s newly introduced ARKit framework lets developers create augmented reality experiences that can be accessed using compatible (A9- and A10-processor-powered) iOS devices — meaning iPhones and iPads released since September 2015. The software only recognizes horizontal planes today, but this will change in the future, and it’s expected to help companies explore new opportunities, from online retail to gaming to unified communications. Apple’s AR partners include Valve/SteamVR, Unity and Epic Games.

What’s critical here is that hundreds of millions of devices will immediately support AR once iOS 11 ships, making this an extremely viable VR platform development opportunity.

Machine intelligence

iOS 11 carries numerous smart features, all wrapped up in Apple’s ultra-private secure shells, in which your identity is protected by technologies including differential privacy. That commitment to privacy means Apple has been crafting smart solutions that work on a device rather than by sharing data with the less secure cloud. Apple also introduced Core ML, a general-purpose machine-learning framework that developers can use to integrate machine learning inside their apps. Here are some of the ways Apple has applied A.I. and machine learning in iOS 11:

• When you type, the keyboard will suggest words you may have looked at recently, such as restaurant or place names or locations viewed in Safari or Messages.
• The People folder in Photos becomes more accurate, and information about your friends will sync across all your Apple ID logged-in devices.
• Photos can now recognize even more “Memories” events, including things such as nights out and anniversaries.
• Based on what you are doing in other apps, iOS 11 can provide personalized recommendations in Safari, Maps, Messages and News.

Siri is the voice assistant front end to Apple’s systemwide machine intelligence. The latter is what gives Siri the capacity to make recommendations based on what you’ve been doing. iOS 11 adds several Siri-specific improvements.

• Siri translation: Siri can now translate conversation between English, Chinese, French, German, Italian and Spanish.
• Siri Kit improvements: Developers can use the SiriKit framework to integrate Siri support inside apps for ride scheduling, bill payments, banking, messaging, image search, VoIP calls, workouts, car controls and to-do lists.
• Type to Siri: You can now choose to type your Siri requests rather than speak them. To do so, you must first enable the feature in Settings>General>Accessibility>Siri. Then toggle Type to Siri to On (green).

iPad Pro replaces more PCs

Apple has called the PC a “truck” and declared the iPad Pro to be the “only computer” you need. That said, it’s fair to note that while Apple’s tablets can replace computers in some situations, they can’t yet do so in all cases. Apple’s response has been to introduce numerous iPad-only improvements in iOS 11 that make the device far more productive. That means you’ll likely see Apple’s tablets replacing PCs in more scenarios.

• The Dock: The new, customizable Dock holds up to 15 apps (or folders containing apps). Three additional slots to the right of the Dock show a trio of the most recently used apps. You get to the Dock by swiping up from within any application.
• Drag and drop: You can select a single item by tapping it, and if you continue to hold it — and then tap one or more additional items — you can select a number of items. You can then bring up the Dock, tap an app and place those items you selected on/in the app. This feature also works with the newly introduced Files browser (see below). Together, Files and drag-and-drop make working on an iPad feel much more like working on a computer than on a giant iPhone.
• Split View: Apple has refined Split View on the iPad, introducing a new feature it calls Slide Over. It works like this: Summon the Dock by swiping up the screen (from within any app); you can then tap an app icon and drag it to the right side of the screen to open a narrow version of it. This makes it easy to switch between apps using the Dock and Split View. (If you have a keyboard, you can switch apps using the Mac-familiar Command-Tabbuttons.)
• App Switcher: When you look at Control Center (swipe all the way up) you’ll also see Apple’s revised App Switcher. Here you’ll find thumbnails showing all your most recent apps and workspaces, giving you easy access to those you want. You’ll spend less time in the Home screen and more time working in the apps you need.
• Apple Pencil: Tap the screen to instantly open Notes and begin writing. In other Apple apps, you can tap the screen to create an Instant Markup that lets you annotate a PDF or screenshot.

Files: iOS gains a file system

The new Files app delivers something we’ve been hoping for since iOS first appeared in 2007: a file system. Open it up and you’ll find a Search bar and three different areas: Locations, Favorites and Tags.

Locations lets you access files held in iCloud Drive, on your device or the trash (if they were recently deleted). You can also bring in files held in third-party services such as Dropbox.

Favorites is self-explanatory, but Tags is interesting: When you tap the Share item for any file, you’ll find a new +Tag item to the right of the file name at the top of the screen. Tap this and you can assign a new tag to the file. If you haven’t started using tags, you probably should, since they will help you find items across all your Apple devices.

Files also provides several other features:

• Create a new folder and use iOS 11’s improved drag-and-drop support to drag multiple itemsinto it.
• Sort files by name, date, size and tags.
• Skip between list and icon-based views.
• Drag items to other apps.
• Long-press an item and you can Copy, Rename, Move, Share, Tags, Info, or  Delete it in the popover menu that appears.

Enterprise deployment — simplified

iOS 11 brings changes designed to make it easier to deploy Apple devices across the enterprise. Meanwhile, enterprise-focused Apple partners such as Deloitte, IBM, Cisco and JAMF now provide iOS deployment expertise and technologies as a service.

Among the enterprise deployment highlights in iOS 11:

• MDM services can push iOS updates to supervised devices, even if they’re locked.
• You can add any device to the Device Enrollment Program.
• MDM commands can be set to execute only when a device has a wired connection — saving on corporate bandwidth.
• A new restriction forbids enterprise users from adding their own VPN.
• You can now enable signing and encryption in Mail and Exchange separately; before you could only enable signing and encryption at once.
• Sysadmins can now configure home screen layout and app installs on Apple TV.
• You can easily integrate Cisco Spark and WebEx meetings into iOS 11 apps.

A faster, smarter Safari

Quick and easy browsing of the web has bolstered Apple’s success since the iMac arrived in 1999, so the latest iteration of Safari in iOS will affect millions of users. The focus this year is on speed (you’ll like the faster scrolling) and security.

The security enhancements will likely have the biggest effect on users. These include better, easier cookie blocking and Intelligent Tracking Prevention, which uses built-in machine A.I. to reduce cross-site tracking by identifying and limiting this practice.

Safari supports a new video codec, HEVC (H.265). This will mean higher-quality video at much lower file sizes compared to the older H.264.

The browser’s search bar now allows you to track flights and define words.

PDF creation using the browser is also improved: Just tap Share and choose Markup as PDF to make a PDF you can annotate.

Finally, like the High Sierra version of the browser, Safari on iOS adds support for WebRTC. This opens the doors to cross-platform, browser-based video collaboration.

Business Chat bots

Apple at WWDC 2017 in June announced a key partnership with Nuance to create a bot-based customer service ecosystem for Messages, called “Business Chat.”  Apple’s plan is to integrate Nuance’s Digital Customer Engagement Platform with Apple Business Chat. This will enable new breeds of A.I.-based intelligent assistants in Messages and means you’ll see a little messages icon pop up on brand websites and in search results. Nuance’s asynchronous messaging tech is already used across other messaging platforms that support bots. Major companies, including Bank of America, Domino’s, FedEx and USAA, already use Nuance’s solution.

Enterprises exploring B2C or B2B bot technologies will find that Apple’s solution lets customers find your business and start conversations from Safari, Maps, Spotlight and Siri using tens of millions of mobile devices.

Your iOS, your Control Center

Every iOS user already interacts with Control Center. Swipe up and you can invoke numerous items for quick access. iOS 11 sees significant improvements here, including a redesign that combines everything in one window, brings in a range of new functions, and lets users choose which tools are available in their Control Center (Settings>Control Center).

This customization is limited, however; you can’t add third-party widgets at this time, and you cannot remove certain tools, such as those for Airplane Mode, Wi-Fi, AirDrop, Rotation Lock, AirPlay and Music.

Control Center has another handy talent: You get 3D Touch-like interaction even when using a device that doesn’t support 3D Touch. Force-touch the Torch widget and slide your finger to increase brightness, or touch, hold and slide the timer widget to very swiftly set a time, even if you’re using an iPhone SE.

Mightier Maps

Maps continues to improve, with features such as the introduction of new AR-like city flyover views. These use your iOS device’s camera and sensors to track your position and move you around 3D representations of key cities, such as London or New York. To explore these views, search for a major city and look for a Flyover button. Tap this to access the view. (Not every city is supported, so if the city you chose doesn’t have the button, keep trying.)

It’s an engaging feature that offers more potential as additional cities are added, but Apple has also worked hard to make Maps more effective for getting quickly from point A to point B. iOS 11 offers indoor maps for shopping malls, for instance, as well as airports and transit hubs. It also includes these key items:

• A Do Not Disturb When Driving feature designed to keep you from getting distracted by incoming Notifications while behind the wheel.
• A new Lane Guidance feature that shows you the correct highway lane to be in to make the turns you need to stay on course.
• A speed limit display in Maps, beginning with those posted for U.S. roads.
• A new “Light Guidance” mode that provides a bird’s-eye view so you can better scout out the journey ahead when using Maps for travel instructions.
• A new way to access zoom mode: Just double tap a Map and, while keeping your finger pressed into the display, move your finger up and down to zoom in and out.

Let’s work (better) together

No one really likes jumping through hoops to make devices work together. iOS 11 makes this a lot easier:

• Automatic setup: Got a new iOS device? Just hold it near an iOS 11 device (or High Sierra Mac) you already own and are logged into using your Apple ID. Many of your personal settings, preferences and iCloud Keychain passwords will be carried over to your new device, so it is ready to use, fast.
• Instant Wi-Fi: iOS 11 users can approve others to use their Wi-Fi network by holding the devices close together, authorizing them, and transferring the password automatically. This should help schools and enterprises more easily manage routine Wi-Fi password changes.
• QR Code scanning: The Camera app will automatically scan and understand QR codes. Point your device at the code, tap to focus, and a notification box will let you respond to that code. This will come in useful for automatic setup of things such as Wi-Fi networks, HomeKit devices, contact cards, website URLs and more.
• Core NFC: This new iOS 11 framework lets developers create apps that can read NFC tags. It’s a little limited at the moment — it only works one-way, so you can use it to access information about museum exhibits and visitor attractions rather than for more sophisticated payment systems.

The image thing

Apple’s been working hard to improve your images. Last year’s introduction of the bokeh effect in the iPhone 7 Plus was a great example of this, since it basically put a pro-photo portrait camera in your pocket. iOS 11 maintains this tradition:

• The biggest enhancement is introduction of support for the HEIF photo format. Based on the video-focused HVEC format, HEIF is capable of saving images around half the file size of JPEGs but at much higher quality (up to 16-bit, versus 8-bit).
• Apple has developed a way to transcode images from HEIF to JPEG on the fly, without performance degradation.
• If you use an iPhone 7 Plus, Portrait Mode in iOS 11 supports optical image stabilization and HDR, so you can expect much better images in low light.
• Apple has also added new filters to improve images, including one designed to make skin tones appear more natural.
• Live Photos gains several improvements. Not only can you now share these live moments with others as GIF files (or as an mp4 on Android), but you get to choose the key image and can apply three new effects: loop, bounce and long exposure. (The latter blurs anything that’s moving within a frame so you can focus on the subject).

Document scanning and Notes

Apple’s Notes app spent years in the wilderness before getting much attention. By the time iOS 10 arrived, Notes had already become a sort of low-budget replacement for Evernote, but it gets much more versatility in iOS 11. Certainly, for business users it has become an excellent tool to keep receipts and other expenses in one place when traveling:

• You can scan documents from within a Note; just tap the plus sign and choose Scan Documents, then point your device until the document is in focus and highlighted by a yellow tint. You can then keep, share or even sign the scan (the latter on the iPad Pro using an Apple Pencil).
• Apple has added the capacity to draw inside Notes using the familiar sketch tools interface from the iPad.
• You can pin notes to the top of your list, more easily search through your notes, and quickly place notes within subject folders.

A few more things

There are many more improvements within iOS 11, including a one-handed keyboard option, person-to-person payments within Messages, the capacity to record and broadcast what’s happening on-screen, and App Offloading, which lets you delete an app you don’t use often while keeping the app data. When you need it, just download the app again to use that data. You’ll also find improved screenshot annotation and significant additions to CareKit and ResearchKit, which provide a platform for health and medical equipment developers.

If this has whetted your appetite enough to try iOS 11 for yourself, you can register to join Apple’s iOS 11 Public Beta program. Otherwise, wait until the final version arrives, when the bugs should have been ironed out.

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If you use Wi-Fi on your iOS device, get this security update

The tech giant says there is a new cyber threat, but has taken steps to thwart the attack.  According to the reports, “Apple has now issued a critical security patch for all iOS devices and for Mac computers against a potential hack that could come remotely via Wi-Fi.”

The virus is being considered a potentially serious threat, so the company is urging users to install the updates to protect their devices.

The latest cyber threat is also a risk to Android device users, but Google has taken steps as well to block the virus.

“The vulnerability also has the potential to attack Android devices, but Google issued its own security patch earlier this month.”

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5 things to do before giving an old iPhone or iPad to your kid

Don’t hand over an aging iOS device to your eager youngster before doing a little kid-proofing first.

Like it or not, little kids love iPhones and iPads. They love to look at them, they love to tap and swipe the screen, they love playing iPhone games, and most of all, they love watching videos on them. (“Curious George” is my daughter’s favorite—for this week at least.) Giving your little ones a hand-me-down iOS device is an easy way to satisfy their desire for a screen of their own—my kid is the proud owner of an iPhone 3GS and a third-generation iPad. That said, you shouldn’t hand over your old iPhone or iPad without doing some kid-proofing first. Read on for five ways to prep an aging iPhone or iPad for your youngster, from wiping your data and setting up a child’s iCloud account to blocking web access and keeping her from racking up in-app charges on your credit card.

Wipe your old data

Before you hand over your old iPhone to your kids, you’ll want to make sure any and all of your personal data has been wiped clean. The best way to do so is to perform a “factory” reset, which wipes the iPhone’s storage and returns it to its factory settings.

Make sure to back up and then wipe your data before handing over your old iPhone to your child.

Naturally, you should first make sure you’ve backed up any old iPhone or iPad data you want to preserve. You may already have taken care of this step if you’ve previously upgraded to a new iPhone or iPad and restored your data from iCloud. If not, tap Settings, tap your iCloud profile, then tap iCloud > Backup > Back Up Now. You can also back up your old iPhone or iPad by connecting it to your Mac or PC and syncing it with iTunes.

Once you’re satisfied that your data is safe and sound, go ahead and wipe the device. Tap Settings > General > Reset > Erase All Content and Settings. Once the reset is complete, your old iPhone or iPad will return to its factory settings, just like the day it came out of the box.

Create a child’s iCloud account

While it may seem a little soon to, say, create an Apple ID for a toddler, take it from me: it won’t be long before your onesie-clad cutie is walking, talking and pleading for an iPhone upgrade—and when that happens, it’ll be easier to migrate her data and apps if she already has her own iCloud account.

Just because your child is under 13 doesn’t mean she can’t have her own iCloud account and Apple ID.

Even if your kid is younger than 13 years old, she can still have her own iCloud account and Apple ID. All you need to do is create the account under iOS’s “Family Sharing” umbrella. With her iCloud account, your child will be able to sign in to an old iPhone or iPad, download apps, and even purchase items from the App Store—only with your approval, of course.

Microsoft’s most direct shot at the MacBook yet

The one Surface product that fans have been clamoring over for years, a straight up Surface Laptop, is finally here. But, in taking design cues from both the Surface Pro and Surface Book lines, Microsoft has set lofty expectations for its first dedicated laptop device.

Priced at $999 (about £770, AU$1,330), the Surface Laptop clearly aims to chip at the MacBook and MacBook Air models that dominate college campuses practically worldwide. In fact, Microsoft claims that its cheaper (and larger) Surface Laptop can last far longer on a charge than Apple’s 12-inch MacBook: 14.5 hours.

However, every Surface Laptop shipped will come with Windows 10 S installed, Microsoft’s new version of Windows 10 that only accepts app installs downloaded from the Windows Store.

With the ability to switch from Windows 10 S to the 100% open Windows 10 Pro for $49 if you miss the chance in 2017 for free, should you need an app outside of the Windows Store that badly (spoiler: you probably will).

Regardless, at that price, can Microsoft garner enough interest from college students (or more likely their parents), who are often already strapped from the cost of an education?

The Surface Laptop in traditional ‘Platinum’

Design

Clearly, part of Microsoft’s plan is to lure those folks in with an incredibly gorgeous, and potentially trendsetting, design. The 13.5-inch Surface Laptop may very well be Microsoft’s most attractive computing product yet.

And, with four colors to choose from – Burgundy, Platinum, Cobalt Blue and Graphite Gold – there’s bound to be one that appeals to you.

A full aluminum lid and base wrap the laptop in much the same way it does a Surface Book, but ditches the aluminum in the keyboard deck for a Alcantara fabric that surrounds every plastic key and meets with the aluminum base in a seemingly airtight seal.

The fabric, according to Microsoft, is imported from Italy and laser cut to fit every Surface Laptop. Now, while many of the design elements are the same, the 13.5-inch (2,256 x 1,504) PixelSense touch display, the smooth glass-coated Precision touchpad, the chrome logo centered on the aluminum lid, we’re told that very few parts from previous parts are found within the Surface Laptop.

That much is obvious in the nature of the felt used for this keyboard deck compared against that which the Type Covers from Microsoft utilize. It’s smoother and more plush than those Type Covers, and we’re told it’s spill resistant.

The Surface Laptop’s keyboard deck is awfully comfortable

Plus, the additional height afforded by this traditional laptop design allowed Microsoft to equip the keyboard with 1.5mm of travel, and the difference in typing between that and the Surface Pro 4 is night and day. Finally, Microsoft devised a speaker system beneath the keyboard that radiates sound through the spaces between the keys and the keyboard deck.

The result isn’t much better audio than you’d find in a MacBook Air, perhaps a bit fuller, but at least it’s consistently in an uninterrupted position. Naturally, the audio gets a bit muffled when typing, but since the sound radiates throughout the laptop base, there isn’t a major loss in audio detail.

That leaves the side of the laptop base to house Microsoft’s proprietary power and docking port found on other Surface devices, as well as a USB 3.0 and Mini DisplayPort, not to mention an audio jack. If you’re already asking, “where’s the USB-C,” we’ve already been there.

Microsoft tells us that it intends for its own port to handle concerns of connectivity expansion via the Surface Connect port and its Surface Dock, while refraining from alienating customers that have yet to completely update to USB-C.

A fine explanation, but that doesn’t tell us why USB 3.0 and not USB 3.1 at least, as you’re missing out on some major data transfer speed improvements there.

Those strange strips of plastic on the base? They’re Wi-Fi antennae

Performance and battery life

Microsoft can pack the Surface Laptop with the latest Intel Core i5 or Core i7 processors (Kaby Lake), up to 512GB of PCIe solid-state storage (SSD) and as much as 16GB of RAM.

That’s a mighty powerful laptop on paper, likely stronger than either the MacBook Air or 12-inch MacBook, while rising above even the latest 13-inch MacBook Pro that still utilizes Skylake processors.

(The $999 model comes packing a 128GB SSD and 4GB of RAM with the Intel Core i5.)

As for how Microsoft fit that kind of power a laptop just 0.57 inches (14.48mm) thin, a brand new, proprietary vapor chamber cooling system helps a whole lot. The system changes the physical state of the heat as it’s taken in through the center of a fan vent in the rear of the laptop base and spits it out of the sides of that same vent.

While we obviously weren’t able to stress-test the Surface Laptop, we were able to test out how it feels to use. For starters, at just 2.76 pounds (1.25kg), this thing is super light, which is all the more impressive considering it’s a 13.5-inch, Gorilla Glass 3 touchscreen you’re looking at.

Note the Surface Connect dock port – Microsoft’s answer to USB-C

Microsoft chalks this up to, in part, the thinnest LCD touch module ever used in a laptop design. This, in turn, helps the lid to lift with just one finger. However, perhaps the hinge design needs refinement.

While you can open the display with just a finger, that slightness in the hinge is felt when the screen bounces with every tap of the touchscreen. It’s the very reason we question the inclusion of touchscreens in traditional laptops to begin with. Unfortunately, it seems Microsoft hasn’t found a better solution here.

That said, typing on the keyboard is the best time we’ve had doing such on a Surface product yet, and the portability of the whole thing is right there with Apple’s best.

As for battery life, Microsoft is, again, claiming 14.5 hours on a single charge. Microsoft later clarified for us that this number was achieved via local video playback with all radios but Wi-Fi disabled.

That testing environment sounds very similar to how TechRadar tests for battery life, so we might see battery life results in a full review fall much closer to this claim. If so, then Surface Laptop will be very tough to beat in longevity and be a potentially major driver for sales.

This is the Surface Laptop in Cobalt Blue

Early verdict

The fact that the Surface Laptop ships with a limited – sorry, “streamlined” – operating system and costs more than some previous Surface systems that come with full fat Windows 10 cannot go unnoticed – regardless of the free upgrade through this year. Unless Microsoft changes its tune come 2018, folks buying one of these with holiday gift money at the turn of the year would be wise to tack 50 bucks on top of whichever configuration they choose to get Windows 10 Pro.

While this switch will be free for any Surface Laptops bought in the education sector, that won’t help the Surface Laptop’s target audience come 2018: late high school and college students.

That said, the Surface Laptop’s incredible, potentially trendsetting design cannot go unnoticed either. Frankly, this is a laptop that appears to outclass the MacBook Air and 12-inch MacBook – and possibly even the 13-inch MacBook Pro – for hundreds less.

Save for a questionable platform versus pricing decision, the Surface Laptop has all the makings of yet another winning piece of hardware from Microsoft.

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iPhone SE gets a storage boost, too.

Apple just made upgrading to an iPhone 7 a philanthropic decision by adding a red special edition to the lineup. The new red aluminum finish, which is available to order for both iPhone 7 and 7 Plus in-store and online on March 24, is a fundraising effort for the Global Fund. Apple will contribute a portion of red iPhone sales to the fight against AIDS and HIV.

The two new red iPhones will come in 128GB and 256GB storage variations and start at $749 in the U.S. Apple will sell the special editions in more than 40 countries by the end of March, with Brazil, Chile, Colombia, India, and Turkey to come in April. If you live in the U.S., U.K., or China and are part of the iPhone Upgrade Program, you’ll be able to snag an unlocked red iPhone with AppleCare+. In the U.S., the 128GB iPhone 7 will start at $37 a month with the ability to upgrade every year.

Apple has a long-standing relationship with the Global Fund and has a variety of products in its red lineup, including iPod’s, cases, headphones, and speakers. Last December, Apple celebrated its decade-long partnership with the Global Fund by donating proceeds from in-app purchases, exclusive downloads, and newly launched accessories to the nonprofit. The company has so far donated more than $130 million to the Global Fund, making it the organizations’s largest corporate donor.

iPhone SE gets a bump, too

Apple hasn’t forgotten about the littlest phone in its lineup, the iPhone SE. The company just doubled the 4-inch phone’s storage to 32GB and 128GB, up from 16GB and 64GB. Those models will be phased out and the roomier new options will start at $399 beginning March 24.

While the flashy new color and iPhone SE upgrade aren’t the biggest iPhone news of the year—that will come in September with the 10th anniversary iPhone 8—it’s nice to see Apple add a little something extra to both its existing flagship and its entry-level phones.

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As more consumers grow disenchanted with Apple, Microsoft has taken the opportunity to cash in on the growing popularity of Surface devices.

Microsoft claims that more people are switching to Surface devices from Macs than ever before. That’s a concept that would have been hard to picture when Microsoft first released the Microsoft Surface RT and Surface Pro in 2012 and 2013, respectively. The Surface RT suffered from a watered-down version of the new — and generally disliked — Windows 8 operating system and, while the Surface Pro featured the full desktop version, it came with hardware limitations and a high price tag.

In a sea of clam shell notebooks, all vying to be thinner and lighter than the last, the Surface clumsily debuted as a confusing mashup of a tablet and a laptop. And people didn’t like it. RT users complained of the limited functionality and never-ending bugs, while Surface Pro users were forced to pay a high price just to avoid Windows RT. In fact, the Surface RT did so poorly that Microsoft had to take a $900 million dollar write-down after drastically cutting the price of the device.

The backlash even made some question whether or not we were witnessing the end of Microsoft. It might seem dramatic now in 2016, but in 2013, people really missed the Start menu. Instead, Microsoft listened to consumers’ complaints to find a balance between the company’s vision and what consumers wanted. And it worked — Microsoft has regained credibility and popularity by creating new products that didn’t simply mimic or improve upon what was already out there.

Apple’s identity crisis

For a company once targeting modern, creative professionals, it’s hard to tell who Apple makes products for anymore. Apple’s devices now feel tailored to a low-tech crowd, or people who like new tech, but just aren’t that interested in specs. They want a reliable, easy-to-use device that just works. But where does that leave the original fan base of creative workers who need high-performance and cutting edge features? Apple hasn’t left this industry with many options — and at this point, you can get more for your money in graphics and performance on a Surface Book than a Macbook Pro. Plus, with the newly announced Microsoft Studio, there is finally a strong alternative to the iMac — with a touch display, no less.

Apple’s compromise is the MacBook Pro with Touch Bar, which features a dynamic touch bar replacing the row of function keys on the keyboard. The display changes depending on settings and the app you’re using; it’s a cool feature, and certainly useful, but it’s a confusing message. If the iPad Pro is competing with hybrid notebooks like the Surface Pro 4, but Apple doesn’t think people want touch-displays on a notebook, then does that make the iPad Pro a giant iPad?

Microsoft is focused on touch-based input — in fact, you’d be hard-pressed to find even a mid-ranged PC that doesn’t at least offer the option of an upgrade to a touch display. The two companies have taken different stances, but in siding with touch, Microsoft has more to offer in each of its devices. If you want a notebook that can sometimes be a tablet, or a tablet that can sometimes be a notebook, you can purchase just one device instead of two.

Microsoft has focused on developing a family of Surface devices that can suit a wide range of users. It starts with the lower-end Surface 3, which is a great device for anyone who just wants a computer to surf the web and use basic apps. The Surface Pro 4 acts as a step up in size and hardware, with configurations for anyone from light users to those who need more performance. And now, with the Surface Book and Surface Studio, even those who need the highest end configurations for heavy-duty video or image editing have an option.

The Surface in pop culture

Remember when Windows users were the boring, out of touch, suit-wearing nerds in commercials, and a Mac user was the hipster CEO of a startup — that guy in 2006 who wore hoodies and scootered to all his meetings? That landscape has changed a lot since then, and now Microsoft is the one calling out Apple on selling outdated hardware and falling behind the curve.

Microsoft has clearly made a push to get the Surface in front of consumers anyway possible — CNN commentators used the devices in this year’s debates, but it was later discovered they were using them to hide their iPads. Hulu’s The Mindy Project also features Mindy Kaling’s character using a Surface Book, with one very obvious instance of product marketing, where she very purposefully ejects the display from the keyboard. And what New Englander can forget when the Surface Pro 4 made headlines after Patriot’s coach, Bill Belichick, became so frustrated with the technology that he spiked it onto the field.

These might not be the most positive representations of the brand, but the visibility of the device seems to be working. In places where it used to be a sea of aluminum notebooks, featuring the familiar, backlit Apple logo, we’re starting to see some diversity.

Just as it wasn’t the end of Microsoft in 2013, it’s now Apple’s chance to step out of the spotlight and make some changes. But there’s nothing like a little healthy competition to help spark new, creative designs and that’s exactly what motivated Microsoft to step back, refocus and come back strong.

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