For many, October will be the month they can upgrade their MacBook Pro or MacBook Air to a new model with the latest Apple Silicon and a new design for the popular consumer laptop. Instead, those looking for a new macOS device are experiencing delays in their new laptops.
There are three factors that will contribute to the decision to postpone.
The first is market conditions. The launch of the 15-inch MacBook Air, the first macOS consumer laptop with a larger screen, was supposed to be followed by sales to a crowd waiting for the larger screen. Instead, Apple reportedly reduced its order book due to slower-than-expected sales.
The new MacBook platform is not alone in this. Laptop and desktop computer sales declined Board of Directors, as companies look to return from the work-from-home flexibility demanded by the coronavirus pandemic to the previous way of being tied to offices. With less work from home, there’s less need for new hardware on the enterprise side, and the Mac platform’s transition to ARM-based computing is essentially complete. Upgrading to an ARM macOS laptop is no longer a draw to the geekerati; It has become the baseline that is supposed to be there. Everyone who wants to upgrade has already upgraded and will need a strong reason to do so again.
The next MacBooks launching with the M3 should offer something completely different to convince the faithful to upgrade and attract newcomers to the platform.
Apple’s next-generation chipsets are built around the 3nm process, which includes the iPhone 15 Pro and iPhone 15 Pro Max’s A17 Pro. With Apple reportedly taking over the vast majority of 3nm manufacturing, Tim Cook and his team can decide whether their priority is the flagship product that contributes more to the bottom line or updating the MacBook. And perhaps the answer is to prioritize the iPhone.
Another priority that may be a contributing factor is: Apple Vision Pro headphones. This is Apple’s ambition for the future – and it’s worth noting that in recent interviews, Tim Cook has focused on the Apple Vision and the iPhone, leaving the Mac platform out in the cold. The Vision Pro headset is expected to use the current M2 chipset; Apple’s PR team may not want the Mac platform to debut in the Apple Silicon M3 family, leaving the Vision Pro to run on older hardware.
If there was a silicon shortage, the priority would surely be the basic iPhone and the shiny new toy rather than the powerful laptop.
With the transition to Apple Silicon complete, the Mac’s moment in the spotlight is over. Other products are more visible, have greater priority, and offer a better return. Apple’s decision to delay the release of the next MacBook Pro and MacBook Air should be viewed alongside the rest of the lineup.
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