"It's going to seem familiar, but it's going to feel different," said Microsoft's Panos Panay while unveiling the company's new all-in-one desktop PC, called Surface Studio, at Microsoft's Windows 10 event in New York.
The Surface Studio will have an Intel Core i7 and a 28-inch pixel display. It will weigh 13 pounds. Unlike the iMac, it boasts a touchscreen and rests on an adjustable hinge that allows it to tilt down against the table.
"It's meant to turn your desk into a studio," Panay said.
The Surface Studio will also have an accessory called the Surface Dial. It's an input device with integrated global controls that works when placed on or off the screen. You can use it to manipulate what you're seeing, whether by changing the perspective on a document, changing the color of an ink or toggling through controls. It can be used along with the Surface Pen.
Surface Studio all-in-one has the thinnest LCD ever made, plus a new Dial gadget
The Surface Studio also has a mic array so users can talk to Microsoft's virtual assistant Cortana. Panay also talked about integrating an HD camera, as well as Windows Hello.
The Surface Studio could help generate excitement in the PC market. An October report from Gartner said PC shipments fell 5.7 percent in the third quarter of 2016. That's the eighth straight quarter of decline in the PC market, which is the longest streak in the segment's history. One possible reason was that because most people own multiple devices, updating an older PC just isn't a priority.
In any case, Panay echoed the theme of making products to help anyone create whatever they want.
"It's not just another beautiful PC," Panay said. "It was a product made to help you get to your most creative point."
Surface Studio will be available for pre-order today, October 26, starting at $2,999, but goes up to $4,199. International prices aren't available yet, but this converts to prices starting at about £2,450 or AU$3,900 and rising to approximately £3,435 or AU$5,480.
Panay warned that there would be limited quantities for this holiday season.