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There was a time that the technology mattered when you bought a new PC. The out of town pc superstore or the town centre electronics store were basically crowded warehouses of products that you just bought. Mostly you didn't ask an assistant for help because they were only bothered to earn a commission and, for any IT Pro, they didn't know a lot about the product. The stores are still there but these days IT Pros buy from the Internet and the stores are looking a little tired and old fashioned. This is not true of the Apple Store. The Apple Store is a new kind of technology shop. It is spacious and consciously a retail experience. There is little box shifting and the service desk looks like part of the experience. The control of what is in the store, how it looks and the simplicity of design is all part of the Apple brand. If you are buying an Apple Mac then the choice is fairly simple. Clear names and brand identification. The prices are expensive but the brand, like most fash

Sometimes you listen to something and it's both so wrong and so right. There is always the argument from Mac Users and, to a lesser extent, Linux users that Windows is rubbish. It has to be said that a MacBook or Mac Pro will start at £700+ and move upwards. The average price that consumers want to pay for a PC is probably £300 - less than half the cost. it is no wonder that the marketing of Windows is a whole different game from the world of Apple. In the world of Apple you have a £500 (cheap) iPhone, a £500 tablet and a £900 laptop. People pay this price because they believe, with some justification, they are getting a quality product. The Windows world has traditionally been a 'value market' for consumers. Whether it is the £150 netbook pc with a tiny keyboard or a £300 laptop. Should you really be surprise that the touchpad isn't as good as a MacBook Pro or that the build quality is not as good as a MacBook Air. To keep prices down the Dell, HP and Lenovo's have