What can we expect from Apple's "scary fast" event?

 

Apple will hold its second product event of the season, a month after unveiling its new iPhone 15 lineup.

The event, which is online-only, will begin this Monday at 8:00 pm ET/5:00 pm PT, an unusually late time for Apple presentations. Some analysts say the decision to hold a late-night event may underscore the fact that this probably won't be one of Apple's biggest announcements of the year.

The event's slogan, " scary fast ," is an apparent nod to the likely unveiling of its next-generation silicon chip, the M3, as well as Halloween. The company is expected to introduce new iMac computers with the powerful new chipset, which should also boost Mac sales. Mac sales have declined this year due to lower demand, overstocks and worsening weather. macroeconomic.

In recent years, the progression of Apple Silicon - the company's custom-made silicon chip - has become a major issue for Apple, culminating in the abandonment of Intel chips. Apple could further improve performance with the M3 chip at a time when it is gaining considerable ground in the traditional PC and laptop market.

"It's a huge boost to the huge investments Apple has made in this field," says Ben Wood, chief analyst at CCS Insight.

Apple Silicon has attracted attention over the years and the overall performance in terms of processing, thermal efficiency and battery life is "extremely impressive," Wood said. "There's no doubt the company is quietly taking share away from rival laptop makers."

Apple works to solve overheating of the new iPhone 15

In the second quarter of 2023, Apple computers represented around 8% of the global market share, but experienced 10% year-over-year growth, according to data from IDC Research.

Apple launched its first proprietary M1 silicon chipset for its computer lineup in 2020, moving away from years of using a single option from Intel. At the time, Apple claimed it to be the world's fastest CPU core and integrated graphics in a personal computer. Last year, Apple added its M2 chip to its MacBook line.

This year, the company is expected to bring its M3 chip to a 24-inch iMac and perhaps some MacBook Pro models of various sizes. It is unknown if any of the new computers will be available before the holiday shopping season.

"While the upgrades to its M chips offer incrementally better performance, it pales in comparison to the difference when Apple switched from Intel chips to its own silicon," said David McQueen, director of ABI Research. "We'll have to wait to see if the M3 chip actually offers a big enough performance jump over its predecessor to once again stimulate demand."

It's also possible that Apple will show off new accessories as the company moves toward a universal USB-C charging system. At the moment, there are no rumors about the launch of a new iPad.

Apple's annual event in September is usually the biggest of the year. Last month,Apple presented its iPhone 15 deviceswith a slimmer design, a more advanced main camera system, a customizable Action button and USB-C charging.