The PC is dead. Long live the tablet.
At least, that's the mentality of Apple CEO Tim Cook.
Visiting UK shores as part of the international iPad Pro hype train, Cook made clear to The Telegraph that Apple's newest gadget wants to kill the desktop computer when it arrives at the end of November.
"I think if you’re looking at a PC, why would you buy a PC anymore? No really, why would you buy one?", asked Cook. "Yes, the iPad Pro is a replacement for a notebook or a desktop for many, many people. They will start using it and conclude they no longer need to use anything else, other than their phones."
With a 12.9 inch screen and 713 gram bulk, Cook says the iPad Pro is targeting two groups of PC users: designers (specifically anyone who draws) and those who only use their PC for film and audio.
At £679 for the 32GB model and £899 for the 128 GB model, that's a fair wedge of cash for a media viewer - and designers will need to dig up a further £79 for the Apple Pencil and £139 for the Smart Keyboard. In short, you're not getting much change out of £1,000 for a device that doesn't feature a USB port. Compare that to the 21.5-inch iMac, which starts at £899, with plenty more computing grunt under its hood.
While a fine tablet, Apple's iPad has flagged behind the likes of its iPhone in recent years - with sales declining for over a year and a half (or in analyst parlance, seven straight quarters), Cook is keen to see the company's other prized children bring home the bacon.
Will you be replacing your desktop computer for an iPad Pro? Let us know your thoughts below.