No PC Maker Can ‘Go After’ Apple MacBooks with Good Design

Huawei's Matebook X

There’s been this thing in recent years where PC makers “go after” Apple’s MacBook/Pro/Air with a nice looking new PC laptop. I’m calling balderdash—the entire premise is flawed. Here’s why.

Huawei's Matebook X
Huawei’s Matebook X

Huawei’s Matebook X

What brought this to mind was the announcement of Chinese firm Huawei’s announcement of the Matebook X. See what they did there with that name? Matebook? It’s like “MacBook,” but it’s “Matebook.” Get it?

Yeah, a blindfolded mole could spot that turd from a thousand yards away.

Here’s Ars Technica‘s look at the device, which is annoyingly an autoplay video. I’m including it because Valentina Palladino does a great job of showing us the Matebook X.


It looks a lot like a MacBook, sort of. If you squint. And maybe borrow that mole’s blindfold.

Fine, I get it. I get the allure of thinking good looking PC designs are “going after” Apple’s MacBook sales. I personally contributed to that trend when I called Microsoft’s under-powered, under-rammed, under-ported, and over-priced Surface Laptops “sexy.” Mind you, they are sexy, but that’s not really the point.

Good Looking Windows Laptops Don’t Threaten Apple’s MacBook

At the end of the day, Huawei’s (relatively) good looking Matebook X is just another OEM Windows laptop. Just like any other. Wait, that’s not quite true. Unlike many PC OEMs, Huawei is banned from the U.S. telecommunications infrastructure market for fear that China could use it to compromise our national security.

So, you know, if you want to buy a laptop made by a company with ties to the Chinese government…feel free.

But again, that’s not the point here. Any given PC company FINALLY coming around to good, thin design is just another company playing catch up. It’s them reaching for the bar Apple set.

By doing so, they might hope to take share from some other hapless OEM, but they aren’t going to lure Apple MacBook customers away*.

OEMs Are Nothing More than OEMs

At the end of each and every day, a PC OEM is just a PC OEM. They don’t do anything special. At all. If one goes away, the market won’t even notice. The legions of other PC OEMs will each grow a tiny bit and the world will move on.

This is precisely the argument I’ve made about Samsung’s delusions of relevance in the smartphone market. When you don’t control the software, there’s nothing special about you, no matter how fervently you wish otherwise. A slick looking PC laptop that reaches for Apple’s bar won’t change anything.

Performance for Pros

There’s one area where this isn’t true, and that’s performance, especially for professional users. We’ve written about how HP was going after Apple’s pro users with attractive desktop PCs. That’s a separate argument from design.

Professional users need power, and if Apple is going to let its professional desktop hardware languish, as it has for almost 4 years, the company will lose customers to Windows. And when they do so, many of those users will choose better looking pro PC hardware over crappy-looking pro PC hardware.

But performance is behind that move in the first place, not design.

Matebook, Schmatebook

From my perspective, Huawei’s Matebook X is about as important to Apple’s laptop business as any other crappy Windows OEM laptop. Anyone lured into buying it because of its looks wasn’t going to buy an Apple laptop in the first place*.


I gave myself an asterisk here because Asia—China in particular—appears to be less prone to operating system loyalty than Western markets. There’s less brand loyalty, too. Apple has experienced this first hand as iPhone copycats have taken share from Apple in China.

Devices like the Matebook X, Surface Laptop, and any other vaguely attractive PC laptop have a higher chance of taking sales that would have otherwise gone to Apple in those markets.

3 thoughts on “No PC Maker Can ‘Go After’ Apple MacBooks with Good Design

  • I don’t know, Bryan.

    One person’s ‘sexy’ is another’s pig in a swim suit. That a device is not scream-out-loud ugly doesn’t make it sexy, or even attractive. If your standard is repugnant, then it doesn’t take much to improve upon it.

    As for naming, one has to give kudos to Huawei glomming onto both Apple’s hardware and OS software monikers. This will no doubt appeal to that sector on a tight budget or without access to Apple. This is a part of the world where one can buy a Rolex look-alike from a street hawker for a fistful of dollars (I even had one plucky hawker in Bangkok with an eye for watches take a quick glance at my wrist and offer ‘I have Breitling too!’).

    I agree; the Apple market and this one are not the same, but it will appeal to a sizeable demographic in low and middle income countries, and could have an effect on Apple’s bottom line in those sectors, notably China and India.

  • Huh ?
    I went to post my above comment in the article about hacking the iris scanner in the Samsung S8, so why did it end up here ?

    Can an Admin move it for me ?

  • Perhaps a little cumbersome but what if unlocking via an iris scan required the user being required to look at different random points on the screen in “quick succession” ?
    And the “unlock software” would be looking for slight variations in the position of the eye/iris/reflections off the eye as the eye had to look at a couple of different points on the screen ?
    Or am I way off ?

    (If this idea is new, I assert “Patent Pending” & CopyRight. lol)

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