The CEO of Apple wants to use self-developed chips in almost all of the group’s products in the future.
san francisco The most valuable company in the world, Apple, challenges the technology group Intel with a new generation of its self-developed computer chips. With the new M1 Ultra device, Apple has developed the most powerful chip that has ever existed for personal computers, said CEO Tim Cook on Tuesday at the product launch. Among other things, it is installed in the new Mac Studio computer, which Cook also presented.
In the future, the self-developed chips will be installed in almost all devices sold by Apple, Cook announced. For the M1 Ultra, two smaller M1 Max chips are connected together – with a connection technology also developed by Apple. “The M1 Ultra is another milestone in Apple chip development,” said hardware expert Johny Srouji.
For a long time, Apple had used Intel chips in its computers. In November 2020, the group then introduced its self-developed chips for the first time. In numerous industry tests, they have achieved better performance than the competing products from Intel and at the same time work with significantly lower power consumption.
Since then, Apple has been continuously improving its chips. “The performance of the M1 Ultra is remarkable,” said CCS Insight analyst Ben Wood. Apple succeeds in setting itself apart in the global race in the chip industry. “Apple is redefining what is expected of computing with the M1,” said Wood. The latest presentation gives an idea of how strong the gains in performance and energy efficiency of Apple chips are likely to be in the coming years.
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So far, Apple has introduced the M1, M1 Pro, M1 Max and now M1 Ultra chips. The latest processor also powers a new desktop system called Mac Studio. In the product presentation, the group showed how the processor can achieve better performance in video and image processing together with the new system.
Entry-level iPhone SE gets 5G mobile communications
In addition to the new chip generation, Apple boss Cook presented a number of new devices. The entry-level smartphone iPhone SE has been revised for the first time since 2020. The new version now also supports 5G mobile communications and has the more powerful A15 Bionic processor, which is also installed in the iPhone 13 generation devices. The device will be available in Germany for 519 euros.
Apple has also revised its iPad Air tablet series with a new model that also supports 5G mobile communications. Unlike the iPhone, Apple also uses the powerful M1 chip in the tablet. The devices also appear with a USB-C connector compatible with other devices. Apple also presented a new green color for the iPhone 13 series presented last fall.
Apple is also expanding its range of chargeable additional services. The television service Apple TV+ will also show US baseball games in the future. The group also presented numerous new films for the platform. He registered 785 million paying customers worldwide for his subscription services.
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