The involvement of Nvidia, with its RTX ray-tracing graphics technology has also attracted gaming specialists such as Razer and Gigabyte, whose expertise with high-end gaming graphics has allowed them to design some impressively powerful laptops for professional users. Intel got the ball rolling back in 2018 with its Creator PC initiative, which was further boosted by Nvdia's Studio campaign the following year, which aimed to extend the company's graphics technologies beyond its traditional gaming audience and into the creative industries.Īs a result, all the main PC manufacturers, including market leaders such as Dell, HP and Lenovo, now offer extensive portfolios of laptops and desktop PCs that are specifically aimed at creative users in fields such as graphic design, photography, video editing and animation. But there's no doubt that Apple took its eye off the ball in the Mac market while it spent years concentrating on the iPhone, and that has given rival PC manufacturers a real opportunity to capture a slice of Apple's creative pie.
Apple's professional users - especially those working in the creative industries - have welcomed the company's renewed focus on its professional Mac products, following the long-awaited introduction of the 2019 Mac Pro desktop, and the 16-inch revamp of its flagship MacBook Pro laptop.
