A month after revealing its new iPhone 15 series, Apple is scheduled to hold its second product event of the year.
The event, which is exclusively available online, will begin on Monday at 8:00 p.m. ET/5:00 p.m. PT—a start time that is atypical for Apple keynotes. The choice to have the event in the evening, according to some analysts, may highlight the likelihood that this won’t be one of Apple’s more significant announcements of the year.
All the news from Apple’s ‘Scary Fast’ Mac event
The phrase “scary fast” for the event seems to be a reference to both Halloween and the anticipated release of the company’s next-generation silicon processor, the M3.
In an announcement that should help increase Mac sales, the company is anticipated to unveil new iMac laptops that include the potent new processor. Due to decreased demand, surplus inventory, and a deteriorating macroeconomic environment, Mac sales have decreased this year.
The development of Apple Silicon, the company’s proprietary silicon chip, has become a major narrative over the last few years, leading to the company’s move away from Intel CPUs. With the M3 chip, Apple might improve performance even further at a time when it’s making significant progress in the market for conventional PCs and laptops.
According to Ben Wood, principal analyst at CCS Insight, “it is a huge endorsement of the massive investments Apple has made in this area.”
Over the years, Apple Silicon has drawn attention, and Wood called the company’s overall processing, thermal efficiency, and battery life “extremely impressive.” “There is no doubt that the business is stealthily displacing competitors in the laptop market.”
According to data from IDC Research, Apple computers saw a 10% year-over-year rise in the second quarter of 2023, despite holding an 8% global market share.
After relying on an Intel one-size-fits-all chipset for years, they introduced its own in-house M1 silicon chipset for its computer lineup in 2020. Apple asserted at the time that it had the fastest integrated graphics and CPU core in a personal computer worldwide. Apple added the M2 processor to its MacBook lineup last year.
The business is anticipated to release its M3 CPU this year in a 24-inch iMac and possibly a few different-sized MacBook Pro models. It’s uncertain if any of the more recent models will be offered before the Christmas shopping rush.
Director at ABI Research David McQueen stated, “Despite the upgrades to its M chips offering incrementally better performance, it is nothing compared to the difference when Apple switched from Intel chips to its own silicon.” “It will take time to determine whether the M3 chip genuinely provides a significant enough performance improvement over its predecessor to spur demand again.”
Additionally, if they switches to a USB-C universal charging mechanism, it’s feasible that the company will unveil additional accessories. There aren’t any rumours about a new iPad debut as of yet.
Usually, they has its biggest event of the year in September. The company debuted the iPhone 15, a handset featuring a more improved main camera system, a configurable Action button, USB-C charging, and a smaller design, last month.