Apple Inc. announced the third generation of its in-house Mac processor line on Monday, rolling out an M3 chip with major improvements to overall performance and graphics horsepower.
The new M3 lineup relies on advanced 3-nanometer manufacturing technology and more efficiently handles graphics processing, Apple said in a presentation Monday. The announcement was part of a “Scary Fast”-branded product unveiling, an unusually timed event that kicked off at 5 p.m. California time.?
The company’s homegrown semiconductor business — known as Apple Silicon — has become one of its crown jewels. Since switching to its own chips from Intel Corp. components in 2020, Apple has seen sales of its Mac computers grow sharply, helped by a broader run-up in tech spending during the pandemic.
Photo grab from Apple Inc. website
But in recent quarters, revenue began to slide again and competition has intensified. The M3 launch is meant to help restore Apple’s advantage in the industry and get the Mac business back on?track.
Mac sales are forecast to climb about 5% in the holiday quarter, with the revenue growing 5.5% in the fiscal year that just started, according to data compiled by Bloomberg.
The switch to the M3 marks the first time Apple — or any other high-volume computer manufacturer — has moved to the 3-nanometer technology. The 3-nanometer process squeezes in more transistors, getting more technology into a tighter space. Such chips are designed to amp up performance while still saving battery life.
Apple’s announcement follows other signs that the computer processor business is heating up. Intel, its former partner, gave an upbeat forecast last week that sent shares soaring. Nvidia Corp. and Advanced Micro Devices Inc. are working on new processors based on technology from Arm Holdings Plc. And Qualcomm Inc. unveiled a laptop processor last week that it touted as faster than Apple’s M2.
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