On the other hand it's quite a refreshing experience buying parts and building your own. It feels a little empowering, versus my recent Apple purchases. I'm sorry Apple, but buying from you now feels like being hit around the face with my own hand. 'Why you hitting yourself, consumer, stop it, why you hitting yourself?' I don't know how many more times I'm going to let them do that.
This is basically the situation I'm in. I have a Mac mini with a Thunderbolt Display. My wife has a custom PC gaming rig.
She recently replaced her monitor with an Acer Predator - not 4k, just 2560 x 1440, but it blows my Thunderbolt Display away completely (Acer Predator is 144Hz, 1ms response, versus 60Hz, 12ms response on the Thunderbolt, plus the Acer has a load of stuff that ties in with nVidia graphics cards to improve performance).
Then I decided to replace my Apple bluetooth keyboard as I'd worn some keys out. I wanted mechanical, but there are about two Mac mechanical keyboards available. So I bought a Windows one (Ducky Shine 5).
And now I'm thinking... Why not just replace my Mini with a custom PC? Windows 10 runs smooth as butter and actually looks gorgeous on my wife's new monitor. One of her games was a little choppy on the display... so we're going to replace the graphics card with a new, higher spec one. It's like... Wow, that's easy. In a few more years, we can swap out the processor. Increase the RAM. Swap out the drives.
Sure, you've always been able to do this with PCs. But in the "old days", if you tried to build a PC and match the specs to a Mac, you'd end up paying the same or even more, because the argument was that Apple don't make low-end computers.
But Mac hardware is now so out of date, that you can out-spec a Mac with a custom build for half the damn price. I wouldn't have really considered it prior to Windows 10, either. As with many others in this thread, Windows has always made my skin crawl, and my experience (since Windows 3.1, running through every version to the present) has been that it's a buggy, difficult-to-configure mess.
But... not anymore.
So now I'm thinking... Apple for laptops (I still think their laptop design is unparalleled), but PC for desktops.
Edit: And the thing is, Tim Cook could TOTALLY turn it around. Apple could be the ultimate computer maker - imagine that mythical "xMac", fully configurable on the Apple Store. Chose your case, chose your graphics card. Fully upgradable and accessible. And Apple could absolutely, 100% enter into deals with AMD and nVidia to offer full graphics card support. Totally possible.
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What is telling about Apple's attitude toward the pro market is that when you go into an Apple store, most of the staff don't know anything about the Mac Pro and have never sold one. Jobs used to envision Apple stores catering to the pros but the only recent "pro" item you can find anymore is the iPad Pro with the Apple Pencil.
Yeah, now I think about, I'm not sure I have actually EVER seen a trashcan Mac Pro in person. Certainly never in an Apple Store.