Apple Inc. has unveiled updated MacBook Air laptops and Mac Studio desktops, aiming to capitalize on the recent surge in Mac sales and further strengthen its position in the personal computer market, Bloomberg reports.
The revamped MacBook Air now features the advanced, AI-focused M4 processor, a significant upgrade from the previous M3 chip. Available in the familiar 13-inch and 15-inch sizes, the new models are priced at $999 and $1,199, respectively, marking a $100 price reduction compared to their M3 counterparts. Beyond the performance boost, the MacBook Air boasts a new sky blue color option and an enhanced FaceTime camera.
Apple also introduced a refreshed Mac Studio, a desktop computer that bridges the gap between the Mac mini and the professional-grade Mac Pro. The updated Mac Studio offers configurations with both the M4 Max and the M3 Ultra chips, presenting consumers with a choice between the latest architecture and an older, but more powerful, alternative. The Mac Studio starts at $1,999, matching the price point of the previous M2 Max version.
The Mac updates come as Apple’s Mac line has outperformed expectations, particularly during the holiday season. This success helped offset slower iPhone sales, with the Mac segment experiencing a 16% growth, reaching $8.99 billion and exceeding Wall Street’s estimate of $7.94 billion. CEO Tim Cook attributed this positive performance, in part, to the popularity of the MacBook Air.
The M4 chip, which first appeared in the iPad Pro in May, now powers the MacBook Air. The processor boasts a 10-core CPU, an improvement over the 8-core CPU in the previous M3 MacBook Air. Both models also include a 10-core GPU.
The Mac Studio refresh, the first in nearly two years, introduces a potential point of imbalance within the Mac lineup. The $5,999 Mac Pro, which was not updated during this unveiling, is now potentially less powerful than a Mac Studio model with a significantly lower price. This suggests that Apple may be planning to utilize a newer-generation chip in future versions of the Mac Pro to justify its premium price tag.
The M4 Max chip in the standard Mac Studio configuration, initially seen in high-end MacBook Pros, features a 16-core CPU and a 40-core GPU, up from the 12-core CPU and 38-core GPU in the M2 Max Mac Studio. The M3 Ultra chip, on the other hand, comes with a 32-core CPU and an 80-core GPU, a notable upgrade from the 24-core CPU and 76-core GPU in the M2 Ultra it replaces.
The integration of M3 and M4 chips in the Mac Studio also unlocks ray tracing technology, enhancing graphics performance in gaming applications. Furthermore, these upgrades position the device as a more compelling option for AI development, a rapidly growing area in the personal computer industry.
These Mac updates follow a series of recent product announcements from Apple. On Tuesday, the company unveiled a new iPad Air with an M3 chip and a new low-end Magic Keyboard, as well as an updated entry-level iPad powered by an A16 processor. Last week, Apple began selling the iPhone 16e.
