During an Apple product launch the night before Halloween, Apple CEO Tim Cook – wearing all black at its Cupertino, California-based headquarters – introduced the next phase of Mac computers which hint at a more AI- driven future.
The focus of the event, which featured the tagline “scary fast,” was Apple’s new custom-made M3 chips, the M3, M3 Pro and M3 Pro Max. These processors promise faster computing and graphics and longer-lasting battery life, but can also better support advancements with artificial intelligence because they’re made with 3 nanometer technology, according to the company. The chips will ship with Apple’s latest MacBook Pro and iMac lineup.
“They are the most advanced chips ever created for a personal computer,” Cook said. “This deep integration is something only Apple can deliver, and we never stop innovating.”
At a time companies such as Microsoft, Google and Meta have openly discussed their plans for an AI future, Apple has been less forthcoming. (It has, however, reportedly been working on its own generative AI tools to rival ChatGPT). Some analysts believe Apple’s vision for how it can support work in the AI field and harness the power of its new chip were evident from the Halloween event.