Apple introduces new AirPods and MacBooks – the most important innovations

Tim Cook next to the new MacBook Pro

The Apple boss presented the latest products from the technology group during an event.

(Photo: via REUTERS)

San Francisco At the second Apple event within just one month, the technology group from Cupertino presented three new products. In addition to the AirPods Bluetooth headphones, the flagship MacBook laptop is also getting an extensive update. The focus is on two new chip variants based on Apple’s first proprietary semiconductor development.

What did Apple introduce?

Before Apple CEO Tim Cook talked about the new hardware highlights in his keynote speech, he first devoted himself in detail to those products in which the company is lagging behind the competition: the music streaming service Apple Music and the smart speaker HomePod, which are to be more closely interlinked through a new price plan.

For example, Apple Music will in future be offered for half the price (previously 9.99 euros per month) if the service is used exclusively via the Siri voice control software. To make it easier to use, Apple has created its own playlists that cover various listening scenarios (for example, dinner, relaxation or a party).

What’s new with Macbook and Airpods?

With the new edition of the AirPods as well as the Pro versions of the MacBook, Apple can score with drastically extended battery life with simultaneous performance improvements. The increased efficiency of the laptops is mainly due to the new Apple chips that the group presented at the same time.

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Based on the M1, which has already been installed in some devices since the end of last year, the group has now introduced two more powerful variants, the M1 Pro and the M1 Max. Compared to previously used processors from Intel, for example, the new models offer a multiple of the computing speed with significantly lower energy consumption.

In terms of design, Apple has also taken up several criticisms of earlier models. The new MacBook Pro, which is supplied in a 14-inch and a 16-inch version with the same interior, again has its own HDMI connection, several USB-C slots and a power connection with a magnetic function – there will be so fewer adapters are required.

The touch bar at the top of the keyboard, on the other hand, which was considered unloved by many users and developers alike, disappears. Conventional keys, as are known from most other manufacturers’ laptops, are used as replacements. The new operating system MacOS Monterey will be released in the coming week.

What was missing?

There was no answer to the question of how the group intends to succeed in the business with smart home products such as intelligent loudspeakers in the area of ​​overpowering competitors such as Amazon and Google. Because here Apple is far behind, with a market share in the US of less than ten percent.

Apple has now presented three more color variants for its HomePod Mini speaker, but the technology has not developed further – while Amazon, for example, has been experimenting with the integration of displays for its Echo devices for a long time.

Some hopes should be placed on the new voice control tariff for Apple Music, which at 4.99 euros per month is not only significantly cheaper than the core product, but also noticeably undercuts competitors such as Spotify (currently 9.99 euros per month).

What does this mean for Apple?

With the new semiconductors, the group has come a good deal closer to its goal of replacing the previous Intel chips in Apple devices with in-house developments. The devices show the potential to combine longer battery life with higher performance.

Whereas in the past the technological lead of Apple devices over PC manufacturers was primarily due to the close interlinking of hardware and software, the competition now has to catch up, especially on the hardware side. This particularly affects PC chip developers such as Intel and AMD.

More: Apple is likely to deliver fewer iPhones due to the lack of chips

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