Microsoft is doing a better Apple impression than Apple is

Apple and Microsoft have both announced new computers this week built for professionals, and while the companies' hardware may be very different, the way they're selling these new devices is eerily similar. Check out the MacBook Pro overview from Apple above, then watch Microsoft's introduction for the Surface Studio. Okay, so one has a Jony Ive voiceover and the other has a dramatic cover of "Pure Imagination," but the general arc of the videos — the narrative they're trying to