Anticipating Apple’s Blazingly Swift Event: What’s in Store?


Apple’s second product event of the season is just around the corner, following the recent launch of the iPhone 15 series. This online-only event is scheduled for Monday at an unusually late start time of 8:00 p.m. ET/5:00 p.m. PT. Some analysts believe this timing suggests that the event won’t feature one of Apple’s major announcements for the year.

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The event’s tagline, “scary fast,” hints at the expected unveiling of Apple’s next-generation silicon chip, the M3, while also playing on the Halloween theme. Apple is anticipated to introduce new iMac computers powered by this formidable chipset, a move that could rejuvenate Mac sales, which have faced challenges this year due to weaker demand, excess inventory, and a challenging macroeconomic environment.

In recent years, Apple’s development of its custom-made silicon chip, Apple Silicon, has been a standout achievement, culminating in the company’s transition away from Intel chips. The introduction of the M3 chip could further boost performance at a time when Apple is gaining ground in the traditional PC and laptop market.

Ben Wood, chief analyst at CCS Insight, commented, “It is a huge endorsement of the massive investments Apple has made in this area.” Over the years, Apple Silicon has garnered attention for its remarkable performance in processing, thermal efficiency, and battery life, which has quietly eroded market share from rival laptop manufacturers.

In the second quarter of 2023, Apple computers held approximately 8% of the global market share, with a 10% year-over-year growth, according to IDC Research.

In 2020, Apple made a significant shift by introducing its in-house M1 silicon chipset for its computer lineup, departing from years of reliance on Intel chips. The M1 was touted as the world’s fastest CPU core and integrated graphics for a personal computer. In the following year, Apple introduced its M2 chip to its MacBook line.

This year, expectations are high for the M3 chip, which is anticipated to power the 24-inch iMac and potentially some MacBook Pro models of various sizes. Whether these new computers will be available before the holiday shopping season remains uncertain.

David McQueen, a director at ABI Research, noted, “Despite the upgrades to its M chips offering incrementally better performance, it is nothing compared to the difference when Apple switched from Intel chips to its own silicon. We’ll need to wait and see if the M3 chip really offers a large enough jump in performance over its predecessor to re-stimulate demand.”

Additionally, Apple might showcase new accessories as it transitions to a USB-C universal charging system, although there are currently no rumors of a new iPad launch.

Apple’s annual September event is typically its most significant of the year. Last month, the company unveiled the iPhone 15 series, featuring a slimmer design, an advanced main camera system, a customizable Action button, and USB-C charging.