CUPERTINO, Oct 19 — Apple Inc yesterday announced two new MacBook Pro models that run on more powerful in-house chips, furthering its break from previous supplier Intel Corp and showing its strategy for setting its machines apart from the rest of the PC industry.
With the moves announced in an online event yesterday, Apple is courting a group of users that include professional photographers, film makers and audio producers looking for a powerful tool — a prestige segment that rivals such as Microsoft Corp have in recent years tried to peel away from with its lineup of Surface hardware.
Apple’s first laptop chip — last year’s M1, used in the company’s consumer-oriented MacBook Air and less-expensive Pro models — had some advantages over Intel’s chips. But those have become more stark with the professional-grade chips, whose features will likely filter into lower-end models over the coming years, said Ben Bajarin, head of consumer technologies at Creative Strategies.
Johny Srouji, Apple’s chip chief, said the M1 Max chip uses up to 100 watts less power than other high-end laptop chips, which translates to better battery life.Apple said the 14-inch model will start at US$1,999 and the 16-inch model will start at US$2,499. Both computers will start shipping next week, Apple said.
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