By Stephen Nellis
May 3 (Reuters) - For most of the past year and a half, Apple AAPL Chief Executive Tim Cook has fielded questions from Wall Street analysts about his plans for artificial intelligence amid grumbling that the iPhone maker has no AI story to tell.
After the company reported quarterly earnings on Thursday, Cook insisted that Apple will have concrete details about its plans for AI to talk about very soon.
"We continue to feel very bullish about our opportunity in generative AI and we're making significant investments," Cook told Reuters in an interview, noting the company has spent $100 billion over the past five years on research and development.
Apple's Big Tech rivals have spent comparable or even greater amounts on R&D over the same period, but they have also been spending heavily to build data centers to host AI services.
Microsoft MSFT shelled out $14 billion in the most recent quarter on capex, with Alphabet's Google GOOGL not far behind, at $12 billion. Meta Platforms META told investors last week to expect as much as $40 billion in capital expenditures this year.
Apple thinks different. Its capital expenditure for all of 2023 was just over $10 billion.
Apple, which makes most of its money selling consumer devices, has paid a price for that stance most of this year, with its shares falling 10% as investors worried the company was falling behind in the AI race. Shares of Meta, Google and Microsoft -- all of which make money selling software or advertising services -- have all soared to record highs as the companies grapple to dominate the emerging AI landscape, though investors have also flinched at skyrocketing price tags for data centers and specialized processors required to train AI models.
Apple hinted Thursday it won't take the same tack. While Apple is expected to unveil new AI features at its annual software conference next month and overhaul its product lines with AI-ready chips, Chief Financial Officer Luca Maestri said Apple investors should not expect a huge change in how the company handles capital expenditures.
Responding to an analyst's question, Maestri noted the company's longstanding practice of splitting the cost of manufacturing tools with its suppliers, which has kept Apple's costs down and its cash generation up for more than a decade.
"We do something similar on the data center side," Maestri said. "We have our own data center capacity, and then we use capacity from third parties. It's a model that has worked well for us historically, and we plan to continue along the same lines going forward."
That could be just as well for Apple, because it remains unclear whether AI features such as chatbots that run directly on a device will spur users to buy new phones, tablets or laptops, which remain Apple's biggest source of revenue and profits.
Ben Bajarin of Creative Strategies said that while better processors could serve as a "line in the sand" for some users who need AI tools for professional use, those features may not ignite a sales boom.
"It'll be something that helps lift sales, but I don't expect it to be super cycle," Bajarin said. "You have to be careful to temper expectations."
(Reporting by Stephen Nellis in San Francisco; Editing by Leslie Adler)
Apple releases new iPads, unveiling M4 chip in Pro line-up
Apple has unveiled four new iPad models, using the tablet computer to unveil its next generation M4 chip to deliver thinner and lighter devices as well as “outrageously powerful” performance, as it jockeys for position in the artificial intelligence race.
The new line up includes two iPad Air and two iPad Pro models, both coming in 11 and 13 inch displays. The Pro versions feature the M4 rather than the M3 processor, which was launched late last year across the new MacBook Pro models. It is the first time Apple has used the iPad to unveil a new chip.
Apple chief executive Tim Cook said: “this is the biggest day for iPad since its introduction” in 2010. The new chip uses half the energy as the M2 processors, allowing it to perform a range of AI-hungry tasks and feature a new OLED screen in the Pro models.
Apple’s senior vice president of hardware engineering John Ternus said the 13 inch iPad Pro was the thinnest product the company has produced – beating the iPod Nano – measuring 5.1mm, a feat he said would not be possible without the M4 processor.
He said a more powerful chip also enabled the iPad Pro to complete a range of AI features on device and in the cloud for use such programs as Microsoft’s Copilot and Adobe Firefly.
“This is the iPad we’ve always dreamed of making,” Mr Ternus said, unveiling the line-up at Apple’s new UK headquarters at the restored Battersea Power Station in London.
“With iPad Pro with M4, users can perform AI-enabled tasks even faster, like easily isolate a subject from its background in 4K video with just a tap with Scene Removal Mask in Final Cut Pro. With this advanced level of performance, the neural engine in M4 is more powerful than any neural processing unit in any AI PC today.”
It comes as rival Microsoft – which overtook Apple to become the world’s most valuable company earlier this year – is set to unveil many AI-enabled laptop computers, including models powered by Qualcomm’s Snapdragon processor, at its Build conference in Seattle later this month.
Rival Samsung also intensified the battle in fiercely competitive smartphone market in January, going all in AI on the newest edition of its premium device range, the Galaxy S series. Samsung’s latest lineup uses both on-device and cloud-based AI to perform tasks from photo editing to live translation, transcription and summarising context.
Apple also introduced OLED screens in its iPad Pro models for the first time - a move it claims has created the world’s most advanced display, given its 2000,000:1 contrast ratio and support of Apple Pencil. To achieve the required brightness – up to 1600 nits – it has blended the light of two OLED panels, forming an “Ultra Retina XDR display”.
Accessories received updates too. Apple unveiled a new Pro model Pencil, which is equipped with the company’s ‘Find My’ function, allowing it to be found easily when lost – say from the back of a couch – among other new features, as well as a new Magic Keyboard.
The camera has been shifted from the top of the iPads to the landscape side, allowing it to be used more like a MacBook to cater for the Zoom video call era.
“iPad Pro empowers a broad set of pros and is perfect for anyone who wants the ultimate iPad experience — with its combination of the world’s best displays, extraordinary performance of our latest M-series chips, and advanced accessories — all in a portable design,” Mr Ternus said.
“Today, we’re taking it even further with the new, stunningly thin and light iPad Pro, our biggest update ever to iPad Pro. With the breakthrough Ultra Retina XDR display, the next-level performance of M4, incredible AI capabilities, and support for the all-new Apple Pencil Pro and Magic Keyboard, there’s no device like the new iPad Pro.”
Mr Ternus said the M4 represents “another big step forward for Apple Silicon” – what the company calls its in-house produced chips – with its neural engine capable of 38 trillion operations per second. Apple says this makes the M4 60x faster than its first A11 Bionic chip launched seven years ago.
“The M4 can deliver the same performance as M2 using just half the power,” Mr Ternus said. “That’s a tremendous gain in performance. Now when you compare it with the latest PC chip in a thin and light laptop, M4 can deliver the same performance using just a quarter of the power.”
Combined with the new Magic Keyboard – which includes a function row, aluminium palm rest and larger trackpad – Mr Ternus said the iPad Pro could function more like a MacBook.
The Apple Pencil Pro features a sensor in the barrel to enable a “user’s squeeze” to allow palette tool changes, such as line weights and colours, “without interrupting the creative process”.
Meanwhile, a gyroscope allows users to roll Apple Pencil Pro for precise control of the tool they’re using.
Rotating the barrel changes the orientation of shaped pen and brush tools, which Apple says makes it act like pen and paper. It also features a hover function, in which users can see what a pencil mark looks like before they make it, as well as haptic feedback to provide a more tangible experience.
With the iPad Air, which feature M2 chips, Apple says it has redesigned the 11 inch model, while introducing a new 13 inch version, to reflect that half the iPad Pro users prefer a larger screen. Mr Ternus said the Air was also designed to handle power-hungry AI workloads.
“With M2, the new iPad Air is an amazing device for AI, featuring a more efficient 16-core Neural Engine that is 40 per cent faster than M1,” he said.
The 11-inch iPad Pro starts at $1,699 for the Wi-Fi model, and $2,049 for the Wi-Fi + Cellular model. The 13-inch iPad Pro starts at $2,199 for the Wi-Fi model, and $2,549 for the Wi-Fi + Cellular model.
Meanwhile, the 11-inch iPad Air starts at $999 for the Wi-Fi model, and $1,249 or the Wi-Fi + Cellular model. The 13-inch iPad Air starts at $1,299 inc for the Wi-Fi model, and$1,549 for the Wi-Fi + Cellular model.
Microsoft unveils new AI-powered PCs in biggest move since Windows 95
Microsoft chief executive Satya Nadella has channelled the company’s launch of Windows 95 to unveil a new range of artificial intelligence-powered personal computers – called Copilot+ PCs – in an effort to bolster sluggish global sales and smash Apple’s dominance among creatives.
Microsoft estimates that more than 50 million AI PCs – which includes its own Surface range of computers as well as the devices from major manufacturers such as Dell, Lenovo and Hewlett Packard – will be sold in the coming year. This represents more than a quarter of 2023’s overall sales.
Mr Nadella said the computers – which are thinner, lighter and brighter than previous models as well as more powerful than the latest MacBook Air – were capable of performing more than 40 AI-generated tasks on device. This means they do not need to tap into the cloud to produce a raft of automated content, including drafting emails, responses editing pictures and video, as well as providing tips on popular computer games such as Minecraft.
But the biggest changes are listed in the comparisons Mr Nadella and other Microsoft executive made plenty of comparisons to rival Apple - which started making its own chips for years ago. They say new Windows AI laptops have the features that have drawn people to MacBooks for years: long battery life and quieter and cooler running, while having the firepower that creatives demand.
The Copilot+ PCs - which are optimised for Windows using Qualcomm’s Snapdragon X chip - will deliver up to 22 hours of battery life while playing videos locally and up to 18 hours while browsing the web - which Microsoft says beats the latest MacBook Air by 20 per cent.
The new line-up, as its name suggests, has a suite of generative AI - also known as conversational AI given its ability to respond to basic verbal prompts - features, including a new “recall” function that is able to capture everything viewed or recorded on a PC, which Microsoft says gives users the ability to tap into “photographic memory” to help find files more easily. This also removes the need to have various web search tabs open, with Recall able to remember what you’ve looked up on the internet via few basic prompts. If that sounds too creepy, people can switch the function off.
For the more creative, the AI enhancements allow people to refine basic sketches in a variety of creative styles and edit pictures more swiftly with the Copilot+ PCs, coming with Adobe’s creative suite built-in.
Mr Nadella said the new range was designed to inject “real joy and sense of wonder back to the creation on the PC” – the global sales of which has been weak as people held off upgrading devices during the pandemic.
He was speaking at the $US3.16 trillion ($4.74 trillion) company’s renovated head “campus” at Redmond in Seattle, which includes a new cricket pitch – one of the rare fields dedicated to the sport in the US.
“It’s fantastic to be here on a beautiful spring day at our Redmond campus… right next to a cricket field. It’s fantastic,” said Mr Nadella, a self-confessed cricket tragic who has an Australian-made Kookaburra ball in his office, before turning his attention to what he described was a new category of personal computing.
“I’m reminded of another seminal moment in our history from 30 years ago in the same fields, when we talked about Windows 95. And here we are … to talk about Windows yet again in this unbelievable new era of AI.
“The pursuit has always been about how to build computers that understand us, instead of us having to understand computers and I feel like we are close to that real breakthrough. We’re entering this new era where computers not only understand us but can actually anticipate what you want.”
Mr Nadella said the AI computers – which use OpenAI’s GPT-4o model – shift from operating on the cloud to device. This would create more privacy – with user data not being used to train AI models – and reduce latency, turbocharging productivity.
He said Microsoft was taking a “partner-first approach” working with chip makers, such as Qualcomm to make the Copilot+ PCs as well as the main computer manufacturers
“On the silicon side we’re working with AMD, Intel and Qualcomm and every major OEM (original equipment manufacturer) who are part of the Windows ecosystem … to bring some of the best innovation together.”
Personal computer sales are beginning to rise again after many users held off upgrades during the pandemic.
In the three months to December 31, sales firmed 0.3 per cent compared with the same period in 2022 – arresting eight straight quarters of decline, according to Gartner. But for the entire year, global PC shipments plummeted 14.8 per cent to 241.8 million units compared with 2022.
Despite Windows PCs dominating the global market, with 90 per cent share, Microsoft’s comparisons to Apple is relevant. Apple recorded one of the biggest increases in computer sales in the three months to December 31, with its global units sold surging 7.1 per cent to 6.3 million, according to Gartner.
Microsoft recruited the world’s biggest personal computer makers – including Acer, ASUS, Dell, HP, Lenovo and Samsung – to launch the Copilot+ PCs, with the various chief executives of the manufacturers saying they were “all in”. Copilot is the name of Microsoft’s AI platform, which it has incorporated across its suite of products.
Microsoft’s investment in AI – which reportedly includes $US13bn in OpenAI – has catapulted it to become the world’s most valuable company, overtaking rival Apple earlier this year. It is aiming to further cement its AI dominance across its Windows software, the ubiquity of which sharpens the company’s competitive edge.
In the three months to March 31, Microsoft said personal computing revenue surged 17 per cent to $US15.6bn, with Windows revenue recording an 11 per cent increase.
“We believe AI will be distributed. This in turn will lead to a new category of devices that turn the world itself into a product – devices that can instantly see us, hear, reason about our intent and surroundings,” Mr Nadella said.
“For us, this vision starts with our most beloved and most widely used canvas – Windows – which is why we are introducing an entirely new class of Windows PCs, engineered to unleash the power of distributed AI.”
Microsoft's new range of AI-powered 'Copilot+ PCs'.
Yusuf Mehdi, Microsoft corporate vice president and consumer chief marketing officer, said the new computers would “accelerate everything you do by 40 per cent” and were 58 per cent faster than the M3 MacBook Air.
He said the AI PC’s neural processing unit was capable of 40 trillion operations per second, compared with Apple’s M4 chip – which was unveiled earlier this month in its new iPad range – achieving 38 trillion a second.
“These improvements represent the most compelling reason to upgrade your PC in a long time. We estimate that over 50 million AI PCs will be purchased just in the next 12 months alone,” Mr Mehdi said.
“Copilot+ PCs will enable you to do things you can’t on any other PC. Easily find and remember what you have seen in your PC with Recall, generate and refine AI images in near real-time directly on the device using Cocreator, and bridge language barriers with live captions, translating audio from 40+ languages into English.”
The inside a new Microsoft AI-powered 'Copilot+ PC'.
Mr Mehdi said the Recall feature aimed to solve one of the “most frustrating problems” people encounter daily – finding something on a PC.
“Today, we must remember what file folder it was stored in, what website it was on, or scroll through hundreds of emails trying to find it.
“Now with Recall, you can access virtually what you have seen or done on your PC in a way that feels like having photographic memory. Copilot+ PCs organise information like we do – based on relationships and associations unique to each of our individual experiences. This helps you remember things you may have forgotten so you can find what you’re looking for quickly and intuitively by simply using the cues you remember.”
The New Copilot+ PCs from the main computer brands available from June 18, starting at $US999.
They have all the money in the world and are somehow behind. Makes you think that the leadership has gone stale. I suppose they can just trade on their name.Apple has finally decided to start some serious R&D on AI, even though most of it will be outsourced. The markets took a a day to digest the info before jumping in.
I suppose that any announcement from Apple about improving its AI capabilities would have been a positive, they are about 18 months behind Samsung, and Apples corrective text is atrocious with no learning capabilities.
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It's a corporation I would be happy to see go stale in general anyway, their profit relies on overcharging their consumers and manipulating the flawed psychology of the buyersThey have all the money in the world and are somehow behind. Makes you think that the leadership has gone stale. I suppose they can just trade on their name.
“Apple Intelligence” Is Homing In On Generative AI
During its Worldwide Developer Community conference (WWDC) conference last week, Apple introduced the Apple Intelligence framework, aiming to embed machine learning across Apple devices. A strategic pivot toward AI integration, Apple Intelligence should be able to deliver more personalized and intuitive user experiences.
App Intents integrates seamlessly into Siri, creating an operating system to orchestrate interactions across myriad apps within Apple's ecosystem. Leveraging App Store applications, Siri is poised to augment voice with text commands to offer a more cohesive and interconnected user experience that could transform how users interact with their devices.
Unlike standalone generative AI chat apps, Apple's integrated approach leverages its robust hardware and software ecosystem, resulting in a unified AI experience that standalone apps are unlikely to match. That said, limited to its ecosystem, Apple users could become isolated from more diverse AI innovations surfacing beyond its walled garden, much like AOL in the early days of the internet. Generative AI developers are innovating rapidly across the open internet with niche applications that offer users cutting-edge features and functionalities that Apple’s tightly controlled ecosystem might be slow to adopt.
To mitigate that risk, Apple has partnered with Open AI to allow users to query ChatGPT directly. In the short-term, Apple is likely to host a range of frontier models like OpenAI and Anthropic until its own smaller models become more performant.
Interested in learning more about ARK’s early take on the future of Consumer AI? Read our new research article, “Generative AI: A New Consumer Operating System.”
The tech behemoth’s is making up for lost ground in the AI race with its new iPhone 16, Apple Watch and AirPods.
Apple has released new watches, iPhones and AirPods in its biggest product launch for the year, with chief executive Tim Cook declaring it was introducing “breakthrough technologies and truly meaningful innovations” that have been built “from the ground up”.
Apple unveiled bigger iPhones and Apple Watches as well as updated headphones at its Cupertino headquarters in California early Tuesday morning (Australian time).
The new devices feature new artificial intelligence features, dubbed Apple Intelligence, that Mr Cook said would enhance creativity, accessibility and health awareness. But Apple Intelligence won’t be launched in Australian English until December.
“For years, artificial intelligence and machine learning have been essential in delivering so many of the features and experiences you love,” Mr Cook said.
“I’m proud that we’re continuing to deliver on Apple’s commitment to health with a breakthrough experience that will enrich so many people’s lives.”
The launch of Apple Intelligence is expected to breathe new life into its flagship product and reverse sluggish sales. Apple is seeking to make up ground against its rivals, having largely sat out of the AI frenzy for the past two years.
New features included the ability to perform “clinically validated” hearing tests using AirPods Pro, which can also act as a “clinical grade hearing aid”, sleep apnea detection on Apple Watch. These features are all subject to regulatory approval
But the biggest update was the iPhone 16 range, which Mr Cook said had been “redesigned from the ground up” to harness the AI boom. “It marks the beginning of an exciting new era,” he said.
“Because it’s been designed to take full advantage of Apple, intelligence, it’s more powerful and useful than ever.”
More powerful chip
The Apple iPhone 16.
The new phones include a new A18 chip, which Apple said was up to 30 per cent faster than the iPhone 15 and up to 60 per cent faster than the CPU and iPhone 12. The Pro line-up’s chip is 15 per cent faster than the previous model and uses 20 per cent power.
This is crucial to perform power-hungry AI tasks on device, which include writing tools such as the ability to polish “hastily written notes” into more a “polished tone”, which other generative AI platforms offer. People can also use the iPhone camera to gather more information and perform tasks, such as taking a picture of a restaurant to access its menu, or a flyer promoting an event and adding it to your calendar.
Apple senior vice president of software engineering Craig Federighi said the company was also introducing “private cloud compute” to strengthen privacy. This follows Apple attracting criticism from Elon Musk, who threatened to ban iPhones at his company earlier this year after Apple announced a partnership with OpenAI, claiming it was a privacy risk.
“Private Cloud Compute maintains the privacy and security of your iPhone while giving you access to generative models, much larger than what fits in your pocket. It runs on servers we built, especially with Apple silicon, protecting your personal information,” Mr Federighi said.
“When you draw on private cloud compute, your data is never stored or shared with Apple. It’s used only to fulfil your request, and in a first for the industry, independent experts can continuously verify this privacy promise.”
Bigger displays and battery
In the pro models, the displays have received size upgrades. The regular pro model will 6.1 inches to 6.3 inches, while the larger Pro Max’s screen is 6.9 inches, up from 6.7 inches. But are still the same size overall, thanks to thinner bezels.
There are no changes to the screen sizes of the regular iPhone models. But they come with a bigger battery, which Apple said was designed to better dissipate heat and make battery service easier.
New cameras
All iPhones are now equipped with a new ‘camera control’ button on the side of the phone that allows different photographic functions – such as zoon and depth of field adjustment – via a soft touch. A full touch will take the picture.
The regular iPhone models now have a 48 megapixel main camera, that Apple said delivers four times more resolution than the iPhone 14. It also has a new wide angle camera that can capture 2.6 times more light, and a 2x telephoto lens.
The Pro models also come equipped with a 48MP ‘fusion camera’ and a 48MP ultra wide and 5x telephoto cameras. It can also shoot videos in 4K resolution at 120 frames a second, enabling smooth slow motion videos.
Enhanced microphones
The Pro models feature “four studio quality” microphones, that Apple’s senior vice president of worldwide marketing Greg Joswiak said enabled spatial audio capture during video recording. He said it also enable “creative sound editing” by using artificial intelligence to identify and separate background noises from speech.
Why it matters
All eyes are on iPhone sales, given it accounts for more than half of Apple’s business. Last financial year – which ended September 30 for Apple – iPhone sales dipped 2.4 per cent to $US200.6bn. If the iPhone division were its own company, it would be the 15th biggest on the S&P 500 – outranking Ford and General Motors.
But it is expected that many people will upgrade their phones this year, with 2021 being a strong year for sales – with revenue totalling $US192bn, a 71 per cent surge on 2020 – coupled with demand for more AI-powered features.
Apple Watch Series 10
Apple unveiled its Series 10 watch, which has 30 per cent more screen area and is 40 per cent brighter when viewed from an angle than the Series 9. It is also about 10 per cent thinner than the previous model at 9.7mm. Ionic glass has continued to be used for the screen rather than sapphire crystal, which its Ultra model uses.
It also offers faster charging. Apple said 15 minutes of charging provides up to eight hours of normal use, while 30 minutes provides up to 80 per cent of its battery life.
Sumbul Ahmad Desai, vice president of Apple Health, said a big update was the ability to detect sleep apnea.
“One of the biggest challenges is that 80 per cent of people with sleep apnea are undiagnosed, so they don’t know they have the condition to detect sleep apnea, Apple Watch uses the accelerometer to monitor a new metric during sleep all breathing disturbances,” Dr Desai said.
“You can view your nightly values in the health app, which can also help you understand the restfulness of your sleep. Every 30 days, Apple Watch will analyse your breathing disturbance data and notify you if it shows consistent signs of moderate to severe sleep apnea.”
Apple also introduced a new jet black colour and titanium models that come in natural, gold and slate grey.
The Apple Watch Ultra 2.
Apple Watch Ultra 2
Apple’s tough watch has received a new satin black finish, which has been achieved through a “custom blasting process” and is scratch resistant.
The Ultra case is made from 95 per cent recycled titanium, which Apple said was the same grade the aerospace industry uses.
It also unveiled a new titanium band – a Milanese loop “inspired by stainless steel”.
AirPods
The AirPods Pro can function as a hearing aid, subject to regulatory approval.
Apple unveiled a new H2 chip in its AirPods 4, which vice president of hardware engineering Kate Bergeron said can deliver “ richer bass and crystal clear highs”. “In this open ear design, and that includes personalised spatial audio, which surrounds you with sound and transforms music, movies and games with our most immersive media experience,” she said.
Combating hearing loss was the main feature Apple touted for the AirPods Pro.
“To help our users minimise their exposure, we’re adding hearing protection to AirPods Pro by default across listening modes,” Dr Desai said.
“The ear tips help to provide passive noise reduction whether you’re attending a live show, or playing at the show, machine learning … reduces louder more interesting noise at 48,000 times per second hearing protection.”
She said coupled with the iPhone, the AirPods Pro could also perform a “clinical validated hearing test” in five minutes.”
As expected, the AirPods Max now come with USB-C charging and new colour options.
Pricing
The iPhone 16 starts at $1399 and the 16 Plus from $1599. The standard Pro model is priced from $1799 and the Pro Max from $2149 – $50 cheaper than last year’s models
The Apple Watch Series 10 starts at $649 and the Ultra 2 from $1399. AirPods 4 start at $219, while the AirPods Max will cost $899. General availability begins on September 20.
The author travelled to Cupertino as a guest of Apple
Apple has had two blows to its growth plan recently.
Firstly, reports of a slowdown in sales of its Iphone 16.
Firstly, from Yahoo Finance
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Secondly, its Vison Pro mixed reality headset has not reached sales targets expected.
From The Informtion
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Mick
Apple has cut the price of the new iMac, its all-in-one desktop computer, shaving off more than 9 per cent from its entry model while fitting it with a souped-up chip that it says is up to 2.1 times faster for “demanding workflows” like photo editing and gaming.
The new iMac features an M4 chip – the same processor that was unveiled in its new iPad Pros earlier this year – allowing it to become “supercharged by Apple Intelligence”.
Apple Intelligence – the company’s much-hyped response to the AI boom – was launched in the US on Tuesday and will become widely available in Australia in December. Chief executive Tim Cook said Apple Intelligence introduces a “new era for iPhone, iPad, and Mac”.
This includes new writing tools to “refine words” and summarise text, an image wand to transform rough sketches into polished images and a redesigned voice assistant Siri.
“(Apple Intelligence is) delivering brand-new experiences and tools that will transform what our users can accomplish,” Mr Cook said.
“Apple’s generative models (are now) at the core of our devices, giving our users a personal intelligence system that is easy to use — all while protecting their privacy. Apple Intelligence is generative AI in a way that only Apple can deliver, and we’re incredibly excited about its ability to enrich our users’ lives.”
Apple says its new iMac is up to 2.1 times faster than its M1 iMac.
It comes five months after Microsoft chief executive Satya Nadella unveiled a new class of Windows-based personal computers, dubbed Copilot+ PCs, that have been optimised to perform a range of power-hungry artificial intelligence tasks.
Microsoft took aim at Apple when launching its new computers at its headquarters in Redmond, Seattle in May, saying they were 58 per cent faster than the M3 MacBook Air.
But Microsoft was also playing catch-up. Apple started making its own chips four years ago, delivering longer battery life and quieter and cooler running, while having the firepower that creatives demand.
The new iMac starts at $1999 for its 8-core CPU model. This is $100 less than the previous M3 model released last year, which was priced from $2199. It’s 10-core CPU model has also had $100 wiped off the price, starting at $2399.
Apple has frozen its prices or lowered them despite the Reserve Bank of Australia saying inflation remains to high. Last month, the tech giant paused hikes across its new Apple Watch Series 10 and AirPod’s range, while cutting the price of its flagship iPhone 16 Pro by $50 compared with last year’s model, while its standard iPhone 16 was $100 cheaper.
The new iMac features a powerful M4 chip.
The new iMac features a new 12MP centre stage camera – which allows the camera to adjust to the user's movements – an nano-texture display option and Thunderbolt 4 connectivity, while coming in a host of new colours.
Apple’s senior vice president of hardware engineering John Ternus said the new iMac is up to 1.7 times faster for daily productivity, and up to 2.1 times speedier for demanding workflows like photo editing and gaming, compared to M1 iMac – the first to feature Apple’s in-house chips.
“With the incredible features of Apple Intelligence and the powerful performance of Apple silicon, the new iMac changes the game once again,” Mr Ternus said.
“With M4 and Apple Intelligence, gorgeous new colours that pop in any space, an advanced 12MP Center Stage camera, and a new nano-texture glass display option, it’s a whole new era for iMac.”
The nano-texture option on the 24-inch display is designed to reduce reflections and glare, while maintaining “outstanding image quality”. “With nano-texture glass, users can place iMac in even more spaces, such as a sun-drenched living room or bright storefront,” Apple said.
The advanced connectivity includes four USB-C ports, which support Thunderbolt 4 for fast data transfers and up to two 6K external displays. It also supports both Wi-Fi 6E and Bluetooth 5.3.
The new iMac comes in seven colours: green, yellow, orange, pink, purple, and blue, alongside silver. Apple said the back of iMac features “bold colours designed to stand out” while the front expresses “subtle shades of the new palette, so users can focus on doing their best work”.
Not very often that you see Apple drop prices. Maybe a sign of the slow sales.
The tech giant has cut the price of the new iMac, while fitting it with a souped-up chip that it says is up to 2.1 times faster for ‘demanding workflows’ like photo editing and gaming.
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