Apple's fourth-quarter earnings report has revealed a lot about its performance, with the Mac now struggling to sell in the market, seeing a significant decline in its annual revenue. However, hope is not yet lost for Apple and its CEO, Tim Cook, and this is because its new player is here for the world to see, with the M3 chips that it launched in the recently concluded Scary Fast October event coming.
The M3 is set up as Apple's fastest and most powerful chip yet, revealing a full slate of M3 variants in this event, unlike any other reveals in the past.
Apple's Mac is Not Selling Well Says Tim Cook
(Photo : Peter Macdiarmid/Getty Images)
The recent Q4 2023 results were shared by Apple to the company, centering on the September quarter which saw a revenue record for the iPhone.
However, as Tim Cook announced the success of the iPhone and its Services, it is not the same for the Mac computers.
As per The Verge, the Mac lineup of the company was hit hard in the past years, seeing a 34 percent drop year over year, significantly affecting the device's performance.
In the recent Scary Fast event, Cook also regarded the current PC consumer market as "challenging," but it may also be a hint for the Mac's performance.
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M3 to Help Improve Computer Sales Soon
According to CNBC's interview with Cook, there is still optimism from the CEO towards the future of the Mac, especially now that the M3 is here.
"I think the Mac is going to have a significantly better quarter in the December quarter," Cook said. "We've got the M3, we've got the new products, and we don't have the compare phenomenon on a year-over-year basis."
Apple's Mac and the M3 Chip
Earlier this week, on October 30, Apple revealed one of the most awaited sets of devices that the world has been asking the company to release, and this centers on the next-gen Mac computers and the M3 chip lineup. Their pleas have been answered via the Scary Fast event, with Apple revealing the three M3 chips including the base, the M3 Pro, and the M3 Max SoCs.
Shortly, those who had already received their M3-equipped computers were quick to bring reviews and comparisons to give the public an idea of the future of Apple's computers with the new M-series chip. The MacBook Pro with the 3-nanometer chips, a.k.a. the M3, saw a significant boost in performance, not to add the capabilities of these chips to get memory upgrades up to 128GB.
It was a long time since Apple released a massive drop like this for its computer chipset lineup, and this is the first time that the company released three chips at the same time. Apple may have had a rough patch with the Mac in the past years, but it believes that its smallest and most powerful chip yet will turn the tide around for the famed lineup moving forward.
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