This is post-PC

a word about this ‘post-PC’ notion

Monday, April 2nd, 2012

Lately we have seen a spate of pronouncements from industry executives, analysts & pundits about the so-called ‘post-PC’ era. Now, I completely understand the competitive, editorial and PR value of declaring The Next New Thing. But in using the term ‘post-PC’, these nominal thought leaders are making a faulty generalization and committing a category error in order to serve up a simplistic, attention-getting headline.

The faulty generalization is obvious. We’re no more ‘post-PC’ than we are ‘post-radio’, ‘post-book’, or ‘post-friends’. Are new devices and software platforms displacing some usage of desktop and notebook PCs? Of course. Are some companies going to rise and fall as a result? Sure, but are we witnessing the demise of PCs as a product category? Not even close.

Of more concern to me is the category error inherent in ‘post-PC’ thinking. ‘Post-PC’ is a narrative¬†about boxes: PC-shaped boxes being superseded by phone- and tablet-shaped boxes. It’s understandable, since most PC, phone and tablet companies define and structure themselves around the boxes they produce; analysts count boxes and reviewers write articles about the latest boxes. But people who buy and use these devices don’t want boxes per se; they want to listen to music, play games, connect with friends, find someplace to eat,¬†write some code or get their work done, whenever and wherever and on whatever device it makes the most sense to do so. This ‘post-PC’ notion is disconnected from the real value that people are seeking from their investment in technology products.

So if there’s a major transition this industry needs to go through, it’s the shift from a box-centered view of personal computers, to a human-centered view of personal computing. If I was running a PC company, that’s the technical, operational and cultural transformation I’d be driving in my every waking moment.