Apple Leans Into Chip Strategy With Premium-Priced MacBooks

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Apple recently launched two new MacBook Pro models that run on more powerful in-house chips, further demonstrating its break with traditional supplier Intel Corp and its strategy to differentiate its computers from the rest of the PC industry.

The new 14-inch and 16-inch models start at $1,999 and range up to $6,099 in their most expensive versions. With two new chips called the M1 Pro and M1 Max, the tech giant claims that they will far outperform rival Intel and Advanced Micro Devices-based machines, especially if the new laptops are powered exclusively by battery.

With these latest developments, Apple is luring a group of users, including professional photographers, filmmakers, and audio producers, in search of a powerful tool – a prestige segment that competitors like Microsoft Corp have in the last few years tried to do away with in its lineup of Surface hardware.

This is also a taste of what Apple’s computers will look like when it completes its two-year shift away from Intel chips by 2022, which have boosted Mac sales, which rose 32% to $26 billion in the first nine months of Apple’s 2021 fiscal year.

Apple’s chip boss Johny Srouji said the M1 Max chip consumes up to 100 watts less power than other high-end laptop chips, which means better battery life.

For more information, you may view the original story from Reuters.

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