Apple Game-Changing Unveil: Apple (AAPL.O) introduced its latest MacBook Pro and iMac PCs and three new CPUs on Monday. Apple is redesigning its GPUs, a key component of its CPUs, a market dominated by Nvidia (NVDA.O).
The new computers, M3, M3 Pro, and M3 Max CPUs were shown in a virtual event for professionals.
US prices for the 14-inch MacBook Pro start at $1,599 and the 16-inch at $2,499. The latest iMac with M3 chips costs $1,299. Some of these things will ship next week, some later in November. According to preliminary data from IDC, Apple’s Mac business has rebounded, nearly tripling to 11% since 2020 when it switched from Intel (INTC.O) to its custom-designed CPUs.
With a focus on business users, Apple showcased a novel secure screen sharing feature, allowing remote access to their devices. The company’s proprietary chips, based on design technology from Arm Holdings (O9Ty.F), have given Macs superior battery life and, in some cases, outperformed machines running Microsoft’s (MSFT.O) Windows operating system.
Setting itself apart from other laptop manufacturers, Apple combines both the central processing unit (CPU) and GPU within its Apple silicon chips, a move the company asserts delivers superior performance compared to its competitors. Apple’s market-shifting influence has prompted Qualcomm (QCOM.O) to intensify its efforts in producing Arm-based chips for Windows. Just last week, Qualcomm revealed plans to launch a chip that promises to be both faster and more energy-efficient than some of Apple’s offerings. In a recent report, it was revealed that Nvidia is also eying entry into the PC market as early as 2025.
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Corporate buyers were at the forefront of Apple’s new machine offerings, with a keen focus on designers, musicians, and software developers. The event underscored how Apple’s memory utilization could benefit artificial intelligence researchers, who often grapple with limitations on data storage within a computer’s memory.
Apple’s strategic adjustments to its computer lineup could influence corporate buying behavior. By discontinuing the $1,299 13-inch model of the MacBook Pro, a favorite among businesses, Apple has made its product selection clearer. Buyers will now have to choose between Apple’s productivity-focused MacBook Air models, which peak at $1,299, or the new starting price of $1,599 for MacBook Pro models.
In terms of revenue, Apple’s Mac business posted $40.18 billion in fiscal 2022, accounting for approximately 11% of its total revenue. This marked a 14% increase over the previous fiscal year. However, like the broader PC industry, sales have tapered off this year following the post-pandemic surge.
Apple has also announced that these new chips are the first for laptops and desktops to utilize 3-nanometer manufacturing technology, promising enhanced performance per watt of electricity used. While the chip manufacturer remains unnamed, analysts speculate that it is likely Taiwan Semiconductor Manufacturing Co (2330.TW), known for using the same technology to produce chips for the top-end iPhone 15 models.
Throughout the event, Apple’s executives emphasized the improved performance of the new MacBooks and iMac machines when compared to their predecessors featuring Intel chips. This upgrade promises customers a noticeable boost in speed by transitioning to devices powered by Apple’s in-house chips.