The Arm-designed custom M3 chips improve battery life and outpace Windows-based PCs for some tasks.
Unlike rivals who pair Intel CPUs with Nvidia GPUs, Apple’s silicon chips integrate both for enhanced performance.
In the US, the 14-inch MacBook Pro laptop will start at US$1,599 and a 16-inch version starts at US$2,499. The new iMac desktop with the M3 family of chips starts at US$1,299. Some will be available next week, while others will not ship until later in November. The company’s custom chips, which use design technology from Arm Holdings, have given its Macs better battery life and, for some tasks, better performance than machines using Microsoft’s Windows operating system.
Apple also tweaked its overall lineup of computers in ways that could change the behaviour of corporate buyers. At Apple, the Mac hit US$40.18 billion in revenue for its fiscal 2022, or about 11% of its revenue. While that was up 14% from the previous fiscal year, sales this year have slowed along with the rest of the PC industry, which has suffered a post-pandemic slump.
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