Apple's new M3 chips are officially here, but they were announced in a way that Apple's never done before.
Apple announced the M3 series of chips today but has switched up the rollout in a significant way. In previous years, the company started with the base configuration of the chip series, whether that’s the M1 or the M2. The initial releases would build the foundation of what these chips could do on entry-level devices like the MacBook Air or Mac mini.
Recommended Videos But at its “Scary Fast” launch event, Apple went in a very different direction. By announcing the M3, M3 Pro, and M3 Max all at once, Apple’s entire hand is played. Aside from the M3 Ultra, which is presumably being saved for 2024, we now know the range of performance of Apple’s new line of chips.
From the looks of it, the M3 generation of Macs won’t offer many refreshed designs. That means performance will need to be the primary driver of sales for Apple in 2023 and 2024. Fortunately, this isn’t your average generational refinement. The M3 is based on a 3nm process, offering a significant jump in efficiency and performance-per-watt over its predecessor. Even before Apple spilled the beans, we were all anticipating a more impressive generational leap than the M2 was over the M1.
Going from the M2 to the M3 on a MacBook Air, though, is a much harder sell. The extra performance afforded by the M3 is more or less wasted on people buying a MacBook Air. With how powerful the M1 and M2 already were, the M3 doesn’t provide a huge incentive to upgrade — especially if you’ll be able to find the M1 or M2 MacBook Air at a discount.
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