I recently wrote about being 10 years on a Mac. It’s been a remarkably stable time with access to a lot of great software and hardware. However there’s no getting away from it – Apple have been stagnating when it comes to Mac’s.

Going back 10 years and there was a marked difference between buying a Mac and buying a PC. Apple owned the software and hardware process and there were very few product lines compared to the hundreds of PC’s available and the crapware that afflicted every PC from Dell to HP, Dan to Acer. They all did it and it stunk. No virus or malware issues either. And for me the difference in how the hardware was designed was massive.

PC or Mac from 2006. Which would you have rather had?

PC or Mac from 2006. Which would you have rather had?

This was also the time of the Mac vs PC adverts that went on for a few years. How times have changed.

This week saw Microsoft and Apple launch new desktop and laptop products. The difference between then couldn’t be more stark and shows that Microsoft have got their mojo back…and Apple are looking a little lost.

The problem for Apple is iOS. It’s a great problem to have, but Mac and iOS are two very different platforms that share quite a bit in common. iOS is the rising platform, dominant in sales and very much the future of computing. Mac is much loved amongst the Apple community but sales in the desktop and laptop market are going down. Global PC sales have declined for eight consecutive quarters. End users aren’t upgrading their PC’s as often – my desktop and laptop are over 5 and 4 years old respectively and still going strong.

However iOS is Apple’s touch driven environment and Mac’s have been left behind in that regards. Is it the right approach? Well Microsoft don’t think so and having messed up so much in the past on mobile they’ve bet on having a unified operating system. So Windows 10 works anywhere, mouse or touch driven, so you can take advantage of your hardware depending on the situation you are in. They are also hitting their stride when it comes to hardware. A few years ago the Surface Pro was a nice device but version 4 is great and with the Surface Book and now the Surface Studio there’s a real wow around Microsoft’s hardware from a design perspective.

Microsofts Surface Studio

Microsofts Surface Studio

Microsoft are courting creatives. IBM have rolled out Macs across the enterprise. Microsofts new devices are not cheap unlike Windows products of the past. Good design costs money and the small creative market are willing to pay to get the best devices. Software is not really locked to platforms. Adobe allow you to work on Mac or PC and the experience on both is pretty much identical. The Mac App Store hasn’t done the Mac platform any favours. Equally the emerging VR market is a Windows exclusive right now. Apple hardware isn’t powerful enough to drive any of the VR platforms and they’ve yet to show their hand when it comes to AR or VR apart from Tim Cook verbally favouring AR.

Whats frustrating for me is that Apple look to be slowing down. Stagnating. The Mac market is getting smaller so is the ideal market to innovate in. In contrast last weeks announcements were pretty snooze worthy. Pricey laptops, confusing naming strategy coupled with a lovely new Touch Bar. The laptops aren’t using the latest chips and the RAM looks stingy. Add to that a greater than three years old Mac Pro, and ageing iMac and Mini. What’s going on?

Worse for us in the UK is that all Mac prices rose last week thanks to Brexit. While I can understand the rise for the new MacBook Pro’s and the iMac’s, it’s a disgrace that the ancient Mac pro rose by £500. Poor decision Apple or don’t you care? Seeing as the Mac Pro website still references Aperture, a product that Apple killed over 12 months ago, I’m thinking they don’t care.

Or has Apple got too big? The video above from Steve Jobs is prophetic and could describe todays Apple. This years iPhone is undoubtedly a great phone but it’s safe. Compare it to the Xiaomi Mi Mix which is a gorgeous new Android device and shows some true innovation with regards design and materials.

Xiaomi Mi Mix - stunning new Android phone

Xiaomi Mi Mix – stunning new Android phone

Apple for me right now feels conservative. Undoubtedly making bundles of cash but hedging bets and not as exciting as they once were. However the likes of Microsoft, Google and Samsung have some great products out there. As a tech lover I’m spoiled for choice. Earlier in the week a colleague said they were worried at Apples approach. I’m personally not worried as it’s easy to move platform so I’ll always have access to the best hardware and software…but that should give cause for concern for Apple. Over time if people start to move away, especially developers and creatives, then it could be the start of a slow decline. Hopefully Apple will prove me wrong in 2017. They need to find their mojo again.