Rédaction Africa Links 24 with Grace Ashiru
Published on 2024-04-15 14:54:16
Apple is making a strategic move to boost its slowing computer sales by introducing a new suite of in-house processors designed to highlight the power of artificial intelligence. The company recently launched its first Macs featuring M3 chips and is already in the advanced stages of developing the next generation – the M4 processor. Reports indicate that the new chip will be available in at least three main variants and will be incorporated into every Mac model.
The decision to revamp the Mac lineup comes at a crucial time as Mac sales experienced a 27% decline in the last fiscal year. Revenue from the computer line remained stagnant during the holiday season, prompting Apple to take action. The recent launch event showcasing M3 chips did not deliver significant performance enhancements compared to the prior year’s M2, leading to the development of the M4 processor.
Apple is focusing on catching up in the field of AI, where it has been perceived as lagging behind competitors. The introduction of new chips is part of the company’s effort to integrate AI capabilities into all of its products. The new lineup of Macs, expected to be released starting late this year and continuing into early next year, will feature updated iMacs, a low-end 14-inch MacBook Pro, and high-end 14-inch and 16-inch MacBook Pros, all powered by M4 chips. Additionally, new Mac minis are also anticipated to be part of the release.
The upcoming refresh will provide swift updates to the iMac and MacBook Pro, with the Mac mini also due for an overhaul. Apple plans to release a series of M4 Macs over the coming years, with updates scheduled throughout 2025. The lineup includes refreshed versions of the 13-inch and 15-inch MacBook Air, the Mac Studio, and the Mac Pro, each featuring different variants of the M4 chip.
The M4 chip line includes an entry-level variant named Donan, more robust models known as Brava, and a high-end processor codenamed Hidra. These chips are designed to emphasize AI processing capabilities and their integration with the upcoming version of macOS. The company is conducting tests on different versions of the Mac Studio to determine the best chip configuration.
Despite being the lower-selling model in Apple’s computer line-up, the Mac Pro is set to receive the new Hidra chip next year. Apple is also considering enhancing its premium Mac desktops to support up to 512GB of memory, a significant upgrade from the current maximum of 192GB. The company’s transition to in-house chips is part of the larger Apple Silicon initiative aimed at enhancing hardware and software integration.
Overall, Apple’s focus this year is on integrating new AI capabilities across its product lineup. The company plans to unveil these innovations at its upcoming developer conference and is also preparing AI-focused enhancements for this year’s iPhone processor. The transition to in-house chips has been successful for Apple, enabling improved performance and design across its latest devices. With the introduction of the M4 chip and upcoming product releases, Apple is poised to revitalize its Mac lineup and boost sales in the coming years.
