The slogan of this program is “Scary Fast”, which may refer to the power of silicon chips on new devices, in harmony with the upcoming Halloween atmosphere.
Apple’s in-house chip is now in its second generation, also known as the M2. Therefore, the company is expected to release an even more powerful M3 chip to boost Mac sales, which have fallen 7% year-over-year.
In September, Apple also held an event to launch new iPhone and Apple Watch models on campus, but this time the event appeared to be online-only instead of in-person.
According to analyst Ming-Chi Kuo, Apple's upcoming "Scary Fast" event will focus on the M3-series MacBook Pro models. The expert expects the new chip to come in multiple versions, such as the regular M3, M3 Pro, and M3 Max. In that case, users will most likely see the new chip on the 13-inch, 14-inch, and 16-inch MacBook Pro models.
Kuo said that Mac sales are down partly because “the M2 has a small power upgrade,” and that could be why Apple will launch limited quantities of the 13-inch MacBook Pro models.
Bloomberg's Mark Gurman also said that Apple has been testing MacBook Pro M3 Max and M3 Pro models, suggesting that these machines are likely to be refreshed.
The fact that both Apple product experts predict the 14-inch and 16-inch MacBook Pros at this October event is notable, given that much of their previous information has hinted at a refresh of the devices not until 2024 at the earliest.
Gurman said last week that Apple will not update the 14-inch and 16-inch MacBook Pro models with the M3 Pro and M3 Max chips until early 2024. Meanwhile, Gurman asserted that Apple will not refresh the MacBook Air, Mac mini, Mac Studio, or Mac Pro models at this time.
According to Kuo, if the M3 models don't boost MacBook shipments, the likelihood of an "all-new MacBook Pro design in 2025" will increase, and there's also a chance Apple will consider a "more affordable MacBook model."
(According to CNBC, MacRumors)
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