Apple Inc unveiled cutting-edge PC chips, MacBook Pro laptops and an updated iMac model, causing a stir. The move comes ahead of the holiday shopping season and sent Apple's stock price higher despite a global slowdown in PC sales that saw Mac sales fall 7% during the June quarter.
The new computers feature the latest M3 chips, a significant improvement over Intel-based Macs. The M3 line includes three models: the high-performance M3, M3 Pro and M3 Max, all of which offer an impressive 22-hour battery life for the laptop. However, the release of the M3 Max chip has been delayed until the end of November.
These chips use a state-of-the-art 3nm manufacturing process provided by Taiwan Semiconductor Manufacturing Company, cementing Apple's dominance in semiconductor technology.
However, competitors such as Qualcomm and Nvidia are making significant strides in their chip offerings to compete with Apple's processors.
The launch event, dubbed "Scary Fast", was filmed at night at the iconic Apple Park with the newly released iPhone 15 Pro Max. Its capabilities in low light conditions have been demonstrated. The phone's new USB-C connector offers data transfer speeds of up to 10 Gbps using a USB 3 cable, allowing you to directly record ProRes video to an external SSD for faster editing and a more efficient workflow.
The device supports 4K 60fps ProRes shooting with Apple Log dynamic range for superior color grading in post-production. Both iPhone models support the Academy Color Encoding System (ACES).