Apple Revamps Mac Lineup and Pricing with New Family of Chips 

This photo taken on October 30, 2023 shows people visiting an Apple store in Shenyang, in China's northeastern Liaoning province. (AFP)
This photo taken on October 30, 2023 shows people visiting an Apple store in Shenyang, in China's northeastern Liaoning province. (AFP)
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Apple Revamps Mac Lineup and Pricing with New Family of Chips 

This photo taken on October 30, 2023 shows people visiting an Apple store in Shenyang, in China's northeastern Liaoning province. (AFP)
This photo taken on October 30, 2023 shows people visiting an Apple store in Shenyang, in China's northeastern Liaoning province. (AFP)

Apple on Monday introduced new MacBook Pro and iMac computers and three new chips to power them, with the company saying it had redesigned its graphics processing units (GPU), a key part of the chip where Nvidia dominates the market.

The new computers and the M3, M3 Pro and M3 Max chips were unveiled at an online event heavily focused on professional users.

In the US, the 14-inch MacBook Pro laptop will start at $1,599 and a 16-inch version starts at $2,499. The new iMac desktop with the M3 family of chips starts at $1,299. Some will be available next week, while others will not ship until later in November.

Apple has seen a revitalization in its Mac business, roughly doubling its market share to nearly 11% since 2020 when it parted ways with Intel and started using its own custom-designed chips as the brains of the machines, according to preliminary data from IDC.

As part of the focus on business users on Monday, it showed off a new secure screen sharing feature that would let them on their machines from remote locations.

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.

Unlike other laptop makers that might combine a central processor unit (CPU) from Intel with a GPU from Nvidia, Apple has combined both parts in its Apple silicon chips, which the company claims gives it better performance than its rivals.

Apple's shakeup of the market has spurred Qualcomm to redouble its efforts to make Arm-based chips for Windows, announcing plans last week to release a chip that is both faster and more energy efficient than some Apple offerings. Reuters last week reported that Nvidia also plans to jump into the PC market as early as 2025.

Corporate buying

Apple aimed the new machines squarely at designers, musicians and software developers, at one point highlighting that the way it uses memory can be used by artificial intelligence researchers, whose chatbots and other creations are often constrained by how much data can be held in the computer's memory.

Apple also tweaked its overall lineup of computers in ways that could change the behavior of corporate buyers.

While slashing the US price of the new 14-inch MacBook Pro from $1,999 to $1,599, Apple appeared to have eliminated a cheaper $1,299 13-inch model of its MacBook Pro that was a big seller to businesses, said Ben Bajarin, chief executive and principal analyst at Creative Strategies.

That move will likely clarify the choice between the company's model lines, prompting choices between Apple's productivity-oriented MacBook Air models that top out at $1,299 or the new $1,599 starting price for MacBook Pro models.

At Apple, the Mac hit $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.

Apple said the new chips would be the first for laptops and desktops that use 3 nanometer manufacturing technology, which will give the chips better performance for each watt of electricity used.

Apple did not name who is making the chips, but analysts believe it is Taiwan Semiconductor Manufacturing Co, which uses the same technology to make chips for the top-end iPhone 15 models.

Throughout the event, Apple executives compared the performance of the new MacBooks and iMac machines to older Apple machines with chips from Intel, playing up how much speed customers would notice by upgrading to devices with Apple's own chips.



Nintendo Switch Software to Be Playable on Successor Device

A logo of Nintendo is seen at a store in Shibuya district in Tokyo November 5, 2024. (AFP)
A logo of Nintendo is seen at a store in Shibuya district in Tokyo November 5, 2024. (AFP)
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Nintendo Switch Software to Be Playable on Successor Device

A logo of Nintendo is seen at a store in Shibuya district in Tokyo November 5, 2024. (AFP)
A logo of Nintendo is seen at a store in Shibuya district in Tokyo November 5, 2024. (AFP)

Nintendo President Shuntaro Furukawa said on Wednesday that software for the company's Switch console would be playable on the successor device.

The Kyoto-based gaming company has said it plans to make an announcement about a successor device during the financial year ending March 2025 but has not provided further details.

"Nintendo Switch is currently being played with by many customers so we decided it would be optimal for them to be able to play their Switch software on the successor model," Furukawa said.

"Customers will be able to enjoy the games they own and choose their next title from the lineup of games already on the market," Furukawa told a management policy briefing.

Offering backwards compatibility could help encourage consumers to transition to the new device and boost the appeal of existing software.

"It's not a big surprise but might be another hint the next device will be similar to the current one," said Serkan Toto, founder of the Kantan Games consultancy.

Nintendo has sold more than 1.3 billion software units for the Switch, which is in its eighth year on the market and has an install base of more than 145 million units.

The Kyoto-based gaming company has had success in extending the lifecycle of the hybrid home-portable Switch with hit games and a series of hardware refreshes.

Hardware sales are losing steam, with Nintendo on Tuesday cutting its full-year sales Switch forecast by 7% to 12.5 million units ahead of the key year-end shopping season.

"We are not surprised by the miss on the (hardware) side, given that Nintendo's target markets appear fairly saturated in most geographies," Jefferies analyst Atul Goyal wrote in a client note.

"Software sales picked up in 2Q and are expected to continue in 3Q," Goyal wrote.

Nintendo sold 39.6 million software units in the second quarter ended September, a 29% increase compared to three months earlier.

The company's shares climbed 6% in Tokyo, compared to a 3% rise in the benchmark index.