Apple on Tuesday hinted at a major unveiling slated for the day before Halloween, aptly branding the event "Scary Fast." While the Cupertino, California-based company has maintained its signature suspense, there are several indicators pointing to what's in store.
The event's logo transformation from the traditional Apple logo to the Mac's Finder icon is a strong indicator that new Macs are on the horizon.
A product release just before Halloween, the late timing of the event—5 p.m. ET—and the catchy "Scary Fast" branding, all suggest the possibility that the most valuable company in the world is launching its next-gen M3 Mac chip.
Apple did not immediately respond to Newsweek's request for comment.
Clues from Inventory and Rumors
Inventory observations offer more insights. Existing high-end 14-inch and 16-inch MacBook Pros and the iMac desktops are in short supply across Apple stores and major retailers, according to Bloomberg's Mark Gurman.
More to that, speculations about Apple releasing a new iMac integrated with the M3 chip, and high-end MacBook Pros powered by M3 Pro and M3 Max chips, are rife. On the flip side, updates to the 13-inch and 15-inch MacBook Air with the M3 variant might be a story for 2024.
Though October is traditionally the month Apple releases its new iPads, insider reports indicate no significant updates until spring. Apple's focus seems to be on enhancing performance for the iPad mini, Air, and entry-level models. A redesigned iPad Pro with OLED technology, matching the iPhone's display, is expected for the following year.
Significance of the Event
Earlier this year, Apple conducted a low-key virtual event introducing minor product updates, and didn't pre-announce it. The buzz surrounding the "Scary Fast" event indicates it might have more gravitas. It should be noted that Apple's pivot to fully virtual events started during the pandemic, and while they've since transitioned to in-person attendance, the October 30 event remains exclusively virtual.
Industry Projections
Apple's journey from the M1 silicon chipset in 2020, praised as the fastest CPU core and integrated graphics, to potentially introducing the M3 is noteworthy. The anticipation of an enhanced M3 chip aligns with the "Scary Fast" tagline.
Analysts highlight the strategic timing, with the holiday season approaching. The company's emphasis on speed with the M3 chip could redefine industry benchmarks.
Rumors aside, one thing is certain. Apple is aiming to end 2023 with a bang, reinforcing its market dominance and setting the tone for 2024.
Uncommon Knowledge
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Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
About the writer
Aj Fabino is a Newsweek reporter based in Chicago. His focus is reporting on Economy & Finance. Aj joined Newsweek ... Read more
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