I am a long-time Apple user and am kind of offended that Intel thinks Apple users are not aware of what else is available. Typically we use Apple because we chose to use Apple, appreciate the security of the "walled garden", and the focus on how the devices work. If I need a touchscreen, I use the iPad. I have 2 iMacs, a MacBookPro, an iPad, and 2 iPhones, all of various vintages. One iMac and the MBP are almost 10 years old and still work well. All were conscious decisions based on usability and features. I support a small Intel network where I volunteer and it's significantly more difficult than Apple's "it just works" approach.