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At Macworld Expo in 2001, not long after the dot-com bubble burst and amidst industry-wide angst over the future of the PC, Apple founder and CEO Steve Jobs announced a strategy seeing a PC (specifically, the Macintosh) serving as a "digital hub" for future mobile devices (such as its i Pod MP3 player).

Jobs stated that "We don't think the PC is dying at all.

Cook also explained that mobile devices such as tablets and smartphones would be "more portable, more personal and dramatically easier to use than any PC has ever been".

Technologically, Jason Perlow compared post-PC devices to the centralized mainframe-based computer systems of 1970s—but enhanced by the use of cloud computing to provide a more flexible and heterogeneous infrastructure for online services to run on, and the use of desktop virtualization to serve PC-only applications when needed as businesses shift towards apps.

We don't think the PC is moving from the center at all. Just like it has since it was invented in 1975 and '76." At an interview alongside Bill Gates at the 5th All Things Digital conference in 2007, Steve Jobs further described a concept similar to Gates' "PC Plus" known as a "post-PC device"; "a category of devices that aren't as general purpose, that are really more focused on specific functions, whether they're phones or i Pods or Zunes or what have you.

And I think that category of devices is going to continue to be very innovative and we're going to see lots of them".

The Post-PC era is a market trend observed during the late 2000s and early 2010s involving a decline in the sales of personal computers in favor of post-PC devices; which include mobile devices such as smartphones and tablet computers as well as other mobile computers such as wearable and ubiquitous ones.

Unlike Apple, whose mobile and PC devices both use different operating systems (i OS and OS X), Windows 8 was designed to accommodate both traditional PCs and tablets through its use of an updated interface optimized for touchscreen use, and its introduction of Windows Store, a service similar to the App Store for obtaining touch-optimized software.Directly conflicting Apple's previous "digital hub" strategy centered around the Macintosh PC, Steve Jobs unveiled Apple's i Cloud platform in 2011, which provides cloud storage for data that can be automatically synced between i OS products and PCs.i OS 5, released concurrently with i Cloud, also removed the platform's dependency on a PC for first-time setup, syncing, and software updates.During a presentation in January 2012, Intel's senior vice president Tom Kilroy questioned the arrival of a post-PC era, citing a survey of college students where 66% of its respondents still considered the PC to be the "most important" device in their daily lives.In 2011, Intel introduced Ultrabook—specifications and a marketing platform for a class of subnotebook with an emphasis on portability, responsiveness, productivity, and long-lasting battery life.

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