Microsoft today announced new hardware and named its first 2017 Windows 10 update, all part of a new promotional pitch that aims to establish itself, its partners and the Windows ecosystem as centers for creativity, analysts said.

“I love the concept [of Microsoft] trying to equate productivity and creativity,” said Stephen Baker, an analyst with the NPD Group who was at Microsoft’s New York City event Wednesday. “Content consumption and productivity really don’t go together, but consumption and creativity do.”

Throughout the two-hour presentation, Microsoft stuck to a theme of creativity: It slapped a name on the next Windows 10 upgrade — now called “Creators Update” — and unveiled a $2,999 all-in-one desktop PC, the Surface Studio, that it pointed at creative professionals and consumers with big wallets.

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