[scelerat]

It seems to me that the ascendancy of the Mac in the last ten years has a lot to do with them being in the "pro space" -- specifically software and web development pro space -- and being one of the best.

The geeks, that is, the mavens and influencers, folks whom others when to for advice about what computer to buy, were buying Macs because it really was such a nice environment. It still is.

Their strategy for ipod too reflects this as well: target the well-heeled, early adopters, people who like to chatter about their toys. Make the brand desirable through organic PR -- that is, build a truly desirable product even if it's not quite at a mass-consumer price point, and let the pent up desire sell the lower end, targeting various price points with well-vetted technology and UI.

I don't use Final Cut Pro, but it sounds like they're taking a different tack than usual. I don't understand it. This article didn't help.