Apple has unveiled its latest lineup of MacBook Pro and iMac computers along with three new chips to power them. The highlight of the announcement is the redesigned graphics processing units (GPU) in the chips, which directly compete with Nvidia’s dominance in the market. The new devices and chips were introduced at an online event that targeted professional users.
The 14-inch MacBook Pro will start at $1,599 in the US, while the 16-inch version starts at $2,499. The new iMac desktop, equipped with the M3 family of chips, has a starting price of $1,299. Some models will be available next week, while others will not ship until later in November. These new offerings mark a significant boost for Apple’s Mac business, as it has nearly doubled its market share to almost 11% since it transitioned from Intel to its own custom-designed chips in 2020.
Apple’s custom chips, which utilize Arm Holdings’ design technology, have given its Macs better battery life and performance compared to machines running on Microsoft’s Windows operating system. Unlike other laptop manufacturers that combine a central processor unit (CPU) from Intel with a GPU from Nvidia, Apple has integrated both parts into its Apple silicon chips, resulting in superior performance. This unique approach has prompted other companies like Qualcomm and Nvidia to explore Arm-based chips for their products.
In addition to the new devices, Apple showcased a secure screen sharing feature that caters to business users who need remote access to their machines. The company also emphasized the memory capabilities of its Mac lineup, which can greatly benefit artificial intelligence (AI) researchers working with memory-intensive tasks.
With the launch of these new products, Apple aims to target designers, musicians, and software developers. However, the elimination of the cheaper $1,299 13-inch model of the MacBook Pro may alter the choices businesses make when selecting Apple’s models. This move could steer buyers towards the productivity-oriented MacBook Air or the new MacBook Pro models, which start at $1,599. Apple’s Mac division generated $40.18 billion in revenue in fiscal 2022, accounting for approximately 11% of its total revenue.
The new chips announced by Apple will be the first to utilize 3 nanometer manufacturing technology, resulting in improved performance per watt. Although the manufacturer of these chips was not disclosed, analysts believe it to be Taiwan Semiconductor Manufacturing Co (TSMC), which also manufactures chips for top-end iPhone models utilizing the same technology.
During the event, Apple executives highlighted the performance enhancements offered by the new MacBooks and iMacs compared to older models with Intel chips. The transition to Apple’s own chips is touted as a significant upgrade in terms of speed and overall user experience.
In conclusion, Apple’s latest MacBook Pro and iMac lineup, along with its redesigned GPUs and powerful M3 chips, showcase the company’s commitment to delivering top-notch performance to professional users. With its custom-designed chips and innovative integration of CPU and GPU, Apple continues to push the boundaries of performance and battery life in the laptop market. These new offerings, combined with ongoing advancements in chip technology, are likely to solidify Apple’s position as a leading player in the industry.
