If imitation is the sincerest form of flattery, then during Microsoft’s announcement of their newest tablet the Surface, Apple must have been very flattered.

On Monday, Microsoft held a secret press event in Los Angeles where it announced a new family of tablets under the Surface moniker. Along with Surface, the event revealed a branding shift for Microsoft, one that values the unity of hardware and software, and the idolization of aesthetics. Something about it felt familiar…

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