Apple has unveiled new computers that it claims set a new industry standard. But just a day earlier, Microsoft unveiled its new Surface computers, which target the same premium market.

Microsoft hit first, unveiling its new high-end Surface Book laptop. Double the graphics processing power of its previous generation with 16 hours of battery life - for 24-hundred dollars.

"Surface book is pound for pound without any doubt the most performance laptop on market. Without any doubt. There is no other product, nothing that level of battery, that level of computation, that level of pixels, in that form factor. Nothing," Panos Panay, corporate VP of Microsoft Devices, said.

Less than 24 hours later, it was Apple's turn to generate hype.

"A new generation of Macbook Pro and it is seriously cool. It is the new gold standard in notebook computers. It enables innovations not possible before," Phil Schiller, Apple's SVP of worldwide marketing, said.

Apple released new versions of its Macbook Pro Laptops. The new innovation is replacing the function keys with a touch bar that can adapt to whatever software is being used and even predict what you might do next.

But at its event, Microsoft had more hardware in store. It also unveiled its high-end 3-thousand dollar Surface Studio, a desktop that can be used at all angles with its new surface dial controller.

Apple also launched an app called TV - which simplifies the viewing experience on Apple TV. Microsoft also unveiled its Windows 10 Creators Update - which allows for more functionality with Virtual Reality. But despite rumors, neither company produced a home personal assistant device, which has been hugely popular for companies like Amazon and Google.