I'd say this, along with heat and cost (yeah, ironic I know, but honestly an Apple branded OLED would bump this another $3K minimum. Who am I kidding, double that. ). My issue is not the monitor itself per se. My issue is Apple shooting off their mouths that this can hold a candle to reference monitors. If Apple merely marketed this as an above average desktop display, then cool (well, kinda, it's still stupid expensive for what it is). But suggesting it's good enough for something like reference or grading is bananas.