Photomatix – Stuck in Customs

Why isn’t Windows outpacing Apple Mac in Aurora 2018 sales?

I thought I’d write a little analysis that has more questions than answers. So, I guess it’s not really an analysis; perhaps an analysis of good questions!

I’ve speculated (with all honesty and openness) about why the adoption rate has been slower with Windows users, especially when they were so vocally angry about it being a Mac-only product for years. It’s racked up over 3 million downloads, has been used to make over 150,000,000 images (data collected anonymously), and has been a huge success in our partnership with Skylum. It’s honestly the BEST photo processing software out there to create dynamic light images. Note, although you may know, I teamed up with them to make this product. Also, note they are no longer Macphun, but now Skylum, after changing their name to indicate they are not just a Mac company. I think it’s pronounced Skyloooom or something, but all that is beside the point.

A shot of Tokyo, enhanced with Aurora HDR 2018

Two For Today For Tokyo!

Special Discount for Windows Photomatix Users

Of the various speculations below, maybe the best is #5 (in short, Windows peeps still use Photomatix because it is “good enough”) and they don’t want to spend the extra $99 on a new product. Well, let me tell you right away, that we are offering a 10% discount to existing Windows Photomatix users for Aurora HDR 2018 or my Bonus package that includes a full-length video tutorial and sample files. And, even better, if you don’t like it, you can have 100% of your money back. It’s literally a 0% downside / 100% upside deal. You don’t get those every day. So there, this is clearly logically unassailable, so go get it now!

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Already own Aurora HDR Pro and want to upgrade? Click here to find out if you qualify.


A Day At Mount Fuji

A pretty little scene in Japan with Mount Fuji in the background.

Now, before we get to the sales, let’s look at some hard stats.

On the blog, nearly twice as many people visit on Windows vs. Mac OS. Worldwide for desktop/laptop users, Windows has an 83% market share compared to 17% for Mac (

In the Stranger Things upside-down-world, Aurora 2018 is almost exactly flipped with 75% of sales for Mac and 25% for PC. Hmmm.

So I began to noodle my noodle and wonder… And I always remember on photo walks, online, and other events, people were begging me to pressure Skylum to make a Windows version. I wanted a Windows version too, since I used both operating systems.

Anyway, this led to some honest speculation. Note these are just ideas, so don’t take any offence, unless you are just one of those internet people that is sitting around waiting to be upset. If you’re one of those people, oh well.


This one is a fairly “extreme” example of the kind of dynamic light work you can do with Aurora HDR 2018. This is the Kabukicho area of Shinjuku, Tokyo.

Speculations (or perhaps a combination of these reasons)

  • Mac people spend more $$ [on average] than Windows people on apps/software/hardware/phones, so the $99 is not as significant to them. I know this is the case with the Apple App Store for iOS, where the apps sell a lot better than apps for Android, per capita. (If anyone has more data on that, it would be interesting to examine, if not for simply mathematical-mental-masturbation).
  • Some Windows peeps are quicker to pirate software. I know it’s doing well in the pirate scene on BitTorrent, etc. Note that I’m not one of these anti-piracy guys… I get it. I’m the least judgmental guy in the world, just noting a natural force that is out there. Of course, the developers and I would prefer people pay for something they enjoy, but that decision is left to the individual (in my book).
  • Windows people still don’t know it’s available for Windows! I ran into a few people in photo walks in Asia that did not know this.
  • At launch, it did not have as many features as the Mac version, but it’s well on the way to feature parity now.
  • Windows people are happy enough with Photomatix, even though yours truly can objectively say that Aurora HDR is waaaay better, like totally, dude or dudette. Perhaps a bit afraid to shell out another $99, they chose to stay with what they know. I guess there’s a bit of fear-of-change which everyone has with a great number of things in life. Anyway, to combat this, in case this is the correct speculation, we wanted to offer a sweet 10% Discount for existing Photomatix users on the stand-alone Aurora HDR or my Bonus package that includes my video tutorial. And yes, if you still don’t like it, you can have all your money back. Truly all upside for you, my fellow HDR enthusiast! Aurora has so many tools in it… you’ll just love it. Get your Aurora HDR discount code now

Okay, did you decide to go for it? Need some help getting started? Here are two free tutorials I made to get you going. You can also get the whole package which includes the Aurora HDR 2018 software + tutorial + sample files.

Aurora HDR Tutorials and Tips

Click “PLAYLIST” in the upper left corner of the video to browse the entire playlist.

Anyway, maybe you fall outside of one of those speculations? I guess maybe you might just use Lightroom or something and consider that good enough. I agree Lightroom is good (I use it a lot), but I still use Aurora HDR to do about 10 things that LR can’t. Anyway, pour your heart out in the comments below and let us know! I’ll be sure to share with the development team at Skylum!

Who’d have thought this was Moscow???


Don’t miss the new HDR Tutorial

One of the first few lessons was shot right here inside this amazing church in Venice with Lisa Bettany. We had great fun in here… and no one ever stopped us for our tripods. See more in the All-New HDR Tutorial!

Did you know as a Passport Member you have full access to the New HDR Tutorial? (Both the Mac/Aurora and Windows/Photomatix versions) Here’s the lesson shot in San Rocco that I refer to above. Click Here if you want to see all the lessons in our Table of Contents!

MAC/Aurora Version

Exclusive content for Passport members

Unlock Now

Windows/Photomatix Version

Exclusive content for Passport members

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Daily Photo – Lisa Bettany in San Rocco

You may remember this scene from the new HDR Tutorial. Lisa Bettany, pictured in an inappropriate church-pose, is pictured here trying to get a very low-angle shot of this place. I still haven’t seen how it turned out… that reminds me, I should ask! I’ll link here if she has posted it! 🙂

Lisa Bettany in San Rocco

Photo Information

  • Date Taken2016-01-28 12:18:26
  • CameraH5D
  • Camera MakeHasselblad
  • Exposure Time3.2
  • Aperture8
  • ISO100
  • Focal Length28.0 mm
  • Flash
  • Exposure ProgramAperture-priority AE
  • Exposure Bias


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