Apple is expected to unveil new Mac computers and possibly a new chip at an event on Monday, as it prepares for a new round of competition against operating Windows-based personal computers (PCs), analysts said.
The event, which will be broadcast live at 9pm (Brasilia time), comes at a time when Apple has seen a resurgence of its Mac units, nearly doubling its market share to around 11% since 2020, when it split from Intel and began using its market share to own custom chips as the brains of the machines, according to preliminary data from IDC. The event may include laptops and desktops.
Apple’s custom chips, using technology from Arm Holdings, have given Macs better battery life and, for some tasks, better performance than machines using Microsoft’s Windows operating system.
“The good news is that there appears to be a competitive environment for PC and Mac chips again,” said Ben Bajarin, managing director and analyst at Creative Strategies, adding that computer makers are racing to offer machines capable to perform artificial computing tasks. intelligence, such as text and image generation.
At Apple, Macs generated $40.18 billion in revenue in fiscal 2022, or about 11% of its revenue. While that represents a 14% increase over the previous fiscal year, sales have slowed this year, much like the rest of the PC industry, which suffered a post-pandemic slump.
Bajarin and other analysts also expect Apple to launch a new chip called M3 this Monday, possibly with some variants for better performance. But it is not yet clear how many models Apple will include the new chip in.
Source: Terra
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