Apple Inc. on Monday announced two new MacBook Pro models that run on more powerful in-house chips, furthering its break from previous supplier Intel Corp and its efforts to differentiate its machines from the rest of the PC industry. Show strategy.
Reuters reported that the new 14-inch and 16-inch models start at $1,999 and go up to $6,099 in their most expensive variations. Using two new chips called the M1 Pro and M1 Max, Apple claims they will outperform rival machines based on Intel and Advanced Micro Devices, especially when the new laptops are used with only battery power.
With the moves announced at an online event on Monday, Apple is attracting a group of users that include professional photographers, filmmakers and audio makers looking for a powerful tool — a prestige segment that Microsoft Corp. Rivals in recent years have tried to peel away from their lineup of Surface hardware.
But it’s also paving a way for how Apple’s computers will look when they complete their two-year transition away from Intel chips next year. The chips have helped boost Mac sales, which were up 32% in the first nine months of Apple’s fiscal 2021 to $26 billion.
Apple’s first laptop chip — used in last year’s M1, the company’s consumer-oriented MacBook Air and less-expensive Pro models — had some advantages over Intel’s chips. But they have become more stringent with professional-grade chips, whose features will filter into lower-end models in the coming years, said Ben Bajarin, head of consumer technologies at Creative Strategies.
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“This is the first ground that has been laid architecturally, and in many ways it is unprecedented to see this level of performance at this level of power efficiency,” he said.
Apple’s chip chief Johnny Srouji said the M1 Max chip uses 100 watts less power than other high-end laptop chips, which translates to better battery life.
“It’s the most powerful chip we’ve ever built,” Srouji said of the M1 Max.
Apple said the 14-inch model will start at $1,999 and the 16-inch model will start at $2,499. Apple said both computers will start shipping next week.
Apple also announced several new music-related products at its Monday event. The company announced a $5-a-month version of its streaming music service that will allow access to its full music catalog on Apple devices using its Siri voice assistant. Apple’s full service remains at $10 a month, and shares of streaming music rival Spotify Technology SA were up 0.4%, suggesting that Spotify investors don’t see the new service as a major threat.
Apple also introduced the third generation of its AirPods wireless earbuds. Apple’s new AirPods are sweat- and water-resistant for use with workouts and will have some of the sound features previously found in the high-end AirPods Pro, Apple said during the launch event. Apple said the new AirPods will cost $179 and begin shipping next week.
Add-on devices like AirPods are big sellers during the holiday shopping season and have become one of Apple’s fastest growing categories, with its home and accessories segment accounting for 25% to $30.6 billion in FY20 from Apple. has increased.
Apple shares were up about 0.8% on Monday afternoon.
