Apple’s Upcoming ‘Scary Fast’ Event
Apple is gearing up to host its second product event of the season, just a month after introducing the new iPhone 15 lineup. This online-only event is scheduled to kick off on Monday at 8:00 p.m. ET/5:00 p.m. PT, marking an unusually late start time for Apple keynotes. Some analysts speculate that this choice indicates that the event might not feature one of Apple’s major announcements for the year.
Unveiling the ‘Scary Fast’ Tagline
The event’s tagline, “scary fast,” is an apparent reference to the anticipated introduction of the next-generation silicon chip, the M3, along with a nod to Halloween. Apple is expected to showcase new iMac computers powered by this potent chipset, a move aimed at rejuvenating Mac sales. The Mac segment has faced challenges this year due to weaker demand, excess inventory, and a challenging macroeconomic climate.
In recent years, Apple’s progression with Apple Silicon, its custom-made silicon chip, has been a notable development. It culminated in the transition away from Intel chips, a move that revolutionized Apple’s computer lineup. With the introduction of the M3 chip, Apple could further enhance performance, particularly in a market where it has been gaining significant ground, the traditional PC and laptop market.
Apple’s Remarkable Progress with Apple Silicon
Ben Wood, chief analyst at CCS Insight, highlighted that Apple’s investments in this area have been substantial. He noted, “It is a huge endorsement of the massive investments Apple has made in this area.” Over the years, Apple Silicon has garnered attention for its exceptional performance in terms of processing, thermal efficiency, and battery life. Wood added, “There is no question that the company is quietly taking share from rival laptop makers.”
Data from IDC Research indicates that in the second quarter of 2023, Apple computers held an approximately 8% global market share, with a 10% year-over-year growth.
Anticipating the M3 Chip and Potential Impact
Apple’s journey into custom silicon began with the introduction of the M1 chipset for its computer lineup in 2020, marking a departure from years of reliance on Intel. Apple touted it as the world’s fastest CPU core and integrated graphics in a personal computer. The following year, the M2 chip was incorporated into the MacBook line.
This year, the spotlight is on the M3 chip, which is expected to power the 24-inch iMac and potentially some MacBook Pro models of varying sizes. The availability of these new computers ahead of the holiday shopping season remains uncertain.
David McQueen, a director at ABI Research, noted, “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.” The key question is whether the M3 chip will deliver a significant performance boost over its predecessor to reignite demand.
Possible Accessories and USB-C Charging
In addition to the M3 chip, Apple may unveil new accessories as the company shifts toward a USB-C universal charging system. As of now, there are no rumors regarding the launch of a new iPad.
Apple’s annual September event is typically the company’s most significant of the year. Last month, Apple introduced the iPhone 15 devices, featuring a slimmer design, an advanced main camera system, a customizable Action button, and USB-C charging.