Why can’t anyone compete with Apple’s displays?


Apple’s Thunderbolt Display was discontinued in 2016 and we haven’t seen anything like it since.

Rumors of a new Apple monitor have been around for a while, but why can’t another company meet this apparent need? I still see the old “Thunderbolt Display” in high-end offices and even in some post-production houses (not for color-critical work, of course). It is clearly a productive monitor that the creative industry has been happy to adopt.

What distinguishes the cinema display?

The Cinema ad, later renamed Thunderbolt Display, was an elegant addition to the Mac ecosystem. In my opinion, it offered two major advantages. First, they used high quality materials like metal and glass. Second, if everyone is using the same ad, the motifs throughout their pipeline will have to consider fewer variables.

It wasn’t a perfect monitor. The Thunderbolt display only works with Thunderbolt-enabled computers, so no HDMI or Displayport options. A glossy screen may not be for everyone, either. It doesn’t cost nearly as much as a Pro Display XDR, however.

The market is hungry

The above image shows us that users Googled “the best computer monitor” when the pandemic broke out more than ever. However, if you want to know how thirsty creatives are for an affordable Apple monitor, just check out the on-screen product photography.

Brands are mocking their own versions of a future Apple display rather than using an actual display. It takes a lot more effort to do this. This is all due to the lackluster alternatives.

Current displays are made of plastic, with names like VP2785. I think treating your product like a 2000 is no longer acceptable Microsoft Marketing team could. I’m also starting to understand why Apple thought they could charge $ 999 for a monitor stand when most of the competition is trying to win the hearts and minds of accountants.

I’m surprised that companies like Atomos have come this close and haven’t yet capitalized on this niche in the market. your Neon series builds on Apple’s old aesthetic. Why not shrink the display from a 10-bit to an 8 + 2-bit FRC display like the Sumo, then quit the failed I / O and sell it for less than $ 1,200? Experience has shown that the Sumo monitor is too small to be used as a second monitor, and I’m not entirely convinced that the Neon is suitable for it High end purpose either. I would definitely buy an Atomos monitor at a reasonable price that works on both a desk and set.

The new iMac

I was actually considering buying a new iMac just to use it as a display and occasionally render projects in the background. Unfortunately it doesn’t seem to support it Target display mode from my MacBook. In fact, this hasn’t supported an iMac since 2014.

Don’t get me wrong, I’m happy with mine BenQ PD2700Q. It’s color accurate, even though it’s not a true 10-bit monitor, but it’s inexpensive and I can’t fault it. Still, I’d happily pay more if the screen was as flush as the iMac, the case didn’t look like every PC monitor for the past 20 years, and the buttons didn’t feel like they belonged to a CRT TV.


I don’t think slim, well-built displays are going out of style. An everyday “Pro Display XDR” could soon become the next standard. It’s just frustrating that Apple still has a head start in the market five years after it left. Maybe we’ll see more displays like this when Apple comes back? I can only hope that this leads to more competition.

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