Adam Kos Apple is accelerating. This is at least indicated by the fact that this autumn he should introduce the next generation of the M family chip, which he installs in Mac computers and iPad tablets. But isn't it too fast?
Apple Silicon chips were introduced by the company in 2020, when the first models with the M1 chip hit the market in the fall. Since then, the new generation has been showing us roughly a year and a half apart. We got the M3, M3 Pro and M3 Max chips last fall, when Apple put them in the MacBook Pro and iMac, and this year the MacBook Air also got it. According to Bloomberg's Mark Gurman but the first machines with the M4 chip will arrive this year, again in the fall, i.e. just a year after the previous generation.
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The world of chips is moving forward at an incredible pace, and it seems that Apple wants to take advantage of it. If we look back over the years, Apple introduced a new MacBook Pro model every year. In modern history, which has been written at the company since the introduction of the first iPhone, i.e. in 2007, we have actually seen an upgrade of Apple's professional laptop line every year, last year it even happened twice.
But there was a bit of a cross with Intel processors in that Apple was often criticized for installing older chips than its machines could receive. In 2014 it was Haswell, in 2017 Kaby Lake, in 2018 the 8th generation Intel chip, in 2019 the 9th generation. Now Apple is its own boss and can do whatever it wants with its chips. And it's paying off, because Mac sales keep growing.
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With its marketing, Apple probably wants to beat its competition in this market segment as well, in order to grow and defeat the brands in front of it. These are Dell, HP and Lenovo, which rule the segment. It had 1% of the market in Q2024 23. Apple accounts for 8,1%. But it grew the most, specifically by 14,6% year-on-year. But it is evident that there is an influx of new customers. With how powerful the current M-series chips are, there's no need to replace them regularly, and even today you can happily sizzle on the 1 M2020 chip without being held back - that is, unless you're using really demanding professional applications and you're not an avid gamer who it's about every transistor on the chip.
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Computer users don't change computers every year, not every two, and probably not even three. It's a different situation than we're used to with iPhones. Paradoxically, these are even more expensive than the computers themselves, but we are able to change them in a shorter time frame due to their properties. We're certainly not telling Apple to slow down. Seeing his pace is quite impressive and of course we look forward to each new addition to the portfolio.
