Workstation specialist BOXX has launched an all-out assault on Apple’s new and yet unshipped iMac Pro, set to be released this December.
BOXX says “Think Again”
Complete with an attractive marketing website redo, featuring video footage of Steve Jobs at different points in his career, BOXX deliberately lays out a critical take on the recent history of Apple’s collapsed interest in its historic user base—creative pros.
This is, without a doubt, the most direct and confrontation assault on Apple’s Mac loyalists, those who stuck with and defended the company through its darkest days in the late 90’s.
The BOXX webpage reads:
“Twenty years ago, Apple asked us to think different. Now BOXX asks you to think again.”
BOXX spends considerable web real estate devoted to telling the story of Apple’s evolution from a computer maker focused on pro markets to a hugely successful consumer-focused devices maker. It asks: “But what happened to innovation for creative pros like you?”
01 – BOXX uses historic video underlay of Steve Jobs in their direct attack on Apple.
BOXX makes a compelling argument in a side-by-side comparison of the new and yet unshipping iMac Pro and some of its latest BOXX workstation hardware (APEXX 4). It also provides videos and speed comparison tests between the current and ill-fated Mac Pro and the APEXX 4. There is also a complete downloadable BOXX vs Apple: Battle of the Benchmarks report.
MORE: Breaking the Jobsian Quadrant: Why Apple Finally Made the iMac Pro
BOXX encourages Apple loyalty by saying, “Continue to enjoy your iPhone, your iTunes, and your iPad—just like we do. But trust your software applications, your productivity, and your profits to APEXX 4, the only computer workstation built exclusively for creative pros like you.”
Apple’s Response
At this point, Apple doesn’t have a true worthy response to such a competitor attack. BOXX workstations are truly modular machines—not all-in-ones. And why Architosh’s own workstation research confirms there are many creative pros who actually do want a machine like the iMac Pro, there are many pros that clamor for a modular workstation that can truly compete with the best folks like BOXX can put out there.
02 – Mac creative pros may have a hard time digesting the numbers in such a report. But it sends a signal that Apple needs to raise its game.
Let’s hope Apple’s future modular Mac Pro comes soon. With attacks like this from folks like HP and now BOXX it becomes apparent that Apple’s loyal creatives are sticking with Apple over just the OS and ecosystems but at the cost of parity with their Windows colleagues.
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