Apple is separating the new smartphones into its usual low-cost versus high-cost categories, with big differences between the two models coming down to the camera, display, and battery life.
iOS 13 & watchOS 6 Now Available
Microsoft Says Windows 10 PCs 'Do More' Than Macs in Latest Ads
The first ad introduces The Bug Chicks, who are identified as "real people paid for real opinions," and focuses on how PCs allow them to teach kids about insects using PowerPoint and other Windows 10 apps and features.
The other three ads highlight individual Windows 10 PC features, including Cortana, Inking, and Hello. Each 15-second spot deliberately mentions how "even the new Macs don't have that" or "Mac doesn't have a touchscreen."
"Windows 10 and Cortana" demonstrates how Microsoft's personal voice assistant can be used on the desktop to find any file by simply asking. The advantage will be short-lived, however, as Siri is reportedly coming to OS X 10.12 later this year.
"Windows 10 and Inking" shows how select Windows 10 PCs have touchscreens that allow you to write and sketch directly on the screen, unlike Macs. Meanwhile, Apple has previously admitted it has no plans to release a touchscreen Mac.
"We don't think it's the right interface, honestly," said Craig Federighi, Senior Vice President of Software Engineering at Apple, in an interview with CNET. "Mac is sort of a sit-down experience." […]
"We've really focused on building the best track pads we can, something where it feels [like] your posture's relaxed, it's a comfortable machine to use," he said. "And, of course, over the years we've experimented with all the technology, but we found it just wasn't good. ... We're not all that interested in building one."
"Windows 10 and Hello" shows one of the ladies unlocking her PC with facial recognition, using the front-facing camera, with no password required. The biometric feature works with your face, fingerprint, or iris on select PCs.
The latest data from market research firm Gartner revealed that worldwide PC shipments from Lenovo, HP, Dell, Asus, and Acer continued to decline in the fourth quarter. Apple was the sole manufacturer that saw positive shipment growth in the quarter, based on sales of 5.7 million Macs.
Most of Apple's Mac lineup is due for a hardware refresh this year with Intel's Skylake chips, Thunderbolt 3 with USB-C, and possibly new form factors. The new Macs could be announced at WWDC in June or at a media event later this fall, although updates could also be announced via press release at any time.