Articles by Ross Rubin, Industry Analyst

Ross Rubin is the founder and principal analyst at Reticle Research. Ross has been an industry analyst focusing on innovation in the technology, media and telecom markets for over 20 years. Prior to founding Reticle Research, he was executive director and principal analyst at The NPD Group, where he provided analysis on a wide range of technology topics and led research spanning devices, access and content. You can follow him on X and Threads @rossrubin.

Articles by: Ross Rubin

Intel Thunderbolt Share: The powerful PC-to-PC connection software is frustratingly elusive, but you don't need a new laptop to use it

By Ross Rubin published 16 February 25

Thunderbolt Share is an incredibly powerful and useful tool for transferring files, screen-sharing, and much more between two PCs, but good luck finding it.

Hands typing on Lenovo ThinkBook Plus 6 rollable

3 reasons why Lenovo's rollable laptop could put the heat on foldable laptops in 2025

By Ross Rubin published 9 February 25

Lenovo's ThinkBook Plus Gen 6 rollable laptop is shipping by March 31, 2025; here are three reasons why foldable laptops could lose to this new tech.

Man working on multi-window experience on Apple Vision Pro while sitting at a desk

Apple leads the spatial computing wave — VisionOS, not the Vision Pro, shows how that wave can crest higher

By Ross Rubin published 5 January 25

Interest in Apple's Vision Pro may be in a trough, but here are signs that its spatial computing efforts can still ride high.

windows 365 link on a green blue background

Google and Microsoft are crossing paths on the road to cloud PCs

By Ross Rubin published 5 January 25

Google's ChromeOS isn't the cloud computing champion it once was, but can Microsoft claim this underdeveloped market?

Uperfect portable monitor on a table in a train with a keyboard, mouse, and mini PC adjacent to it. Image is then split at a diagonal and on the other side is an Innocn 28C1q monitor on a desk connected to a laptop.

I use these unique monitors to boost my productivity at home and on the go

By Ross Rubin published 29 December 24

New monitor options are providing me with pixels aplenty and keeping me productive on the desktop, on the go, or both.

TinyPod promo video showing the Apple Watch and case assembling mid-air and then falling to floor.

I turned my Apple Watch into an iPod nano — does it offer more than just kitsch value?

By Ross Rubin published 22 December 24

This Apple Watch case can turn your old wearable into a modern iPod.

Chuwi Minibook X 2-in-1 laptop on a blue gradient background shown open in traditional clamshell form and in tablet format with screen facing up.

I spent weeks using a tiny 2-in-1 Windows laptop — are these untapped iPad alternatives?

By Ross Rubin published 8 December 24

Laptops with 10-inch displays mostly disappeared after the demise of the netbook, but they are back and could be compelling for the right user.

The challenge of replacing the smartphone — here's where they went wrong

By Ross Rubin published 30 June 24

The Humane AI Pin and other devices keep trying to replace the smartphone, but ultimately, they are just accessories, and even that role may soon be filled by other options.

A murky monopoly: Apple vs. the Department of Justice

By Ross Rubin published 21 April 24

Does Apple really have a monopoly?

A group of standing around a holographic image in a classroom setting to depict what is seen in Microsoft HoloLens which is worn by two of the students

When Microsoft ruled reality: Spatial computing before the Apple Vision Pro

By Ross Rubin published 13 April 24

Before the Apple Vision Pro it was Microsoft's HoloLens that tried to make spatial computing a reality.

Android mascot placed inside of a recycling bin.

Out of touch: Windows loses Android app support

By Ross Rubin published 30 March 24

Microsoft is killing support for Android apps on Windows, here's a look at the history of the feature and what it's elimination means.

Rabbits attack an iPhone on a yellow background

AI could kill the modern phone as we know it — just don't count on it soon

By Ross Rubin published 24 March 24

We've had AI on phones for years, but the new wave of AI on phones could change everything.

This 19th-century tech could push typing speeds to 200+ wpm on a laptop — here's how

By Ross Rubin published 23 March 24

This 19th-century tech could hold the key to unlocking over 200 word per minute typing on a laptop if Texas-based Charachorder can win over laptop makers.

Apple Vision Pro carves out a new competitive space — can Apple win again?

By Ross Rubin published 10 March 24

Apple is carving a new path with Vision Pro, not the typical "think different" efforts we've seen in recent history, but will it be able to dominate yet another market?

Windows AI bootscreen mirroring Windows 95 startup on an old CRT-style monitor.

The significance of the AI PC — how far we've come, and still much further to go

By Ross Rubin published 25 February 24

What can we learn about the AI PC from the Multimedia PC so many generations ago?

Laptop with Intel Inside sticker edited to say "AI Inside"

2024 is the year of the AI PC — what does that actually mean?

By Ross Rubin published 18 February 24

There's a lot of talk about AI PCs, but what exactly are they? And who gets to define them?

Risky business: Europe opens the iPhone

By Ross Rubin published 12 February 24

Apple's lost the battle with the EU, but it may not lose the war. Apple is drawing the battle lines to highlight a potential disaster brought on by the changes forced on it by the EU.

Fossil Gen 6 Wear OS watch worn on left wrist with user preparing to press a button

For Wear OS, an end to Fossil fuel — can Android succeed beyond the smartphone?

By Ross Rubin published 4 February 24

Fossil Group calls it quits on Wear OS, marking the end for dozens of branded Android-based smartwatches. Can Android find success outside of the smartphone?

HP Envy Move: This all-in-one desktop is your next favorite laptop

By Ross Rubin published 16 January 24

HP's Envy Move all-in-one PC might be your next favorite laptop, and if that's hard to wrap your head around, read on to find out why.

Freewrite Alpha: Is it a minimalist’s dream digial typewriter?

By Ross Rubin published 14 January 24

The most affordable digital typewriter from Astrohaus

Black woman holding tablet lookng at technological projection

From USB-C iPhones to Internet Explorer: How tech giants leverage industry standards

By Ross Rubin published 10 December 23

In a world where evolving standards and market dynamics can quickly alter the appeal of support, companies like Microsoft and Apple are poised to set the trends.