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."