Microsoft’s biggest product announcement at its Windows 10 event this morning was the Surface Studio, an all-in-one iMac-lookalike that breaks from tradition by folding down into a tilted canvas. It’s a gorgeous device, but its hallmark feature could also come off like a gimmick at first glance. On deeper inspection, it’s clear that Microsoft has a grander ambitions for its convertible desktop. The company wants to reorient how consumers think about the PC, from a stodgy platform for office work and games into an art station capable of striking at the heart of Apple’s creative demographic.

Until today, Microsoft’s most effective pitch was to two distinct crowds of customers. There’s the workplace professional who used Microsoft-made…

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