Microsoft introduced an all-in-one desktop personal computer and previewed an update to Windows 10 software that focuses on new creative features for designers of virtual and augmented reality programs.

The new PC, called Surface Studio, has a 28-inch display with what Microsoft says is the thinnest LCD screen ever and an Intel Core i7 processor. It will cost US$2 999 (about R42 000 before import duties and other taxes).

“We want it to transform the way you create and think about creating,” said Panos Panay, Microsoft’s vice-president for devices. “It’s kind of built to pull you in.”

The Windows update, scheduled to roll out in the southern hemisphere autumn, will be free to current Windows 10 users and will include tools to invent and share 3D objects, said Microsoft Windows chief Terry Myerson at an event in New York.

With the PC market in the doldrums and consumers increasingly expecting their operating systems for free, Microsoft is trying to juice Windows sales by offering tools to help users be more creative, playing in particular to its early start in augmented reality, where 3D objects can be overlaid on what can be seen in real life.

With the creative focus in the new Windows version, Microsoft is aiming for a group that has historically been fertile ground for Apple.

“We are the company that stands for the builders, the makers, the creators,” said Microsoft CEO Satya Nadella.

The larger, sleeker look of the Surface Studio, whose monitor has a hinge that can move, is intended to showcase new creative features and provide high-quality design experiences, with 13,5m pixels of resolution and the widest variety of colours, according to Microsoft.

The PC’s screen can be pushed down so it can be written on like a flat tablet or drawing desk. It also has a dial controller that can be placed on the screen and used to change drawing colours.

Microsoft also introduced a new Surface Book laptop, with 30% more battery life and better performance than the previous model. It costs $2 399 and can be pre-ordered now for November delivery.

The Redmond, Washington-based tech giant said it will bring the 3D features to its most popular apps within the next year. Once created, objects can also be viewed using Microsoft’s augmented reality HoloLens goggles or a variety of virtual reality headsets. Partners like Lenovo, HP, Dell, Asustek and Acer will create virtual reality goggles for use with Windows 10, Microsoft said.

With the software update, gamers using Windows 10 PCs or the Xbox console will be able to live-stream their play directly without using a third-party platform such as Amazon.com’s Twitch. Viewers can comment and provide suggestions using preset commands. Xbox Live players will also be able to create custom sports tournaments.