October 26 update below. This post was first published on October 24, 2023.
Apple has just announced a special event on October 30. But it’s a lot different from other events in the last few months. Here’s why, and what we’re expecting to see.
It’s A Virtual Event
Apple has sent out invites to its event and, unlike press invites for WWDC or the September iPhone event, this one’s an invite to “watch a special Apple Event online. Tune in at apple.com.”
So, it’s open to everyone, not just press. Sometimes, pre-recorded keynotes have followed press releases which people can watch any time they like. But this is different: though watching later will also be possible, there’s a time attached to this one.
And It Starts At An Unprecedented Time
The thing about regular Apple events is they always happen at a specific time: 10 a.m. local, wherever the event is being held. But not this one. Apple has chosen an evening timing, 5 p.m. Pacific, which is 8 p.m. Eastern. In the U.K., by the way, this means midnight, as British Summer Time will have ended, and Greenwich Mean Time will be back in force. Does this mean there’s something significant about an evening? We’ll have to see.
What Are We Expecting?
In another rarity, Apple has already revealed the topic of the keynote, or the main part of it at least: Apple Mac. On the Apple events page, the Apple logo confirming the event shows the Apple logo that animates into a cute version of the Apple Mac Finder window. Take a look, it’s cool.
So, we know that Mac is the headline act. This event has been a surprise to many observers who said that no further devices would be announced this year, or at most, nothing groundbreaking.
You can also read more about what’s expected from Apple in terms of Mac, both next week and next year, from Forbes writer, Ewan Spence, here.
Scary Fast
It’s not just because the event is happening just before Halloween (in fact, in the U.K. it’s actually on Halloween, thanks to that time difference). No, the tagline obviously teases the speed of the new devices.
Is It M3?
I mean, it should be, shouldn’t it? Several analysts have insisted that M3 chips won’t come until next year. Respected analyst Ming-Chi Kuo had previously said there would not be more Apple stuff in 2023, but has now done a u-turn. In a new post on X, Kuo says, “I believe M3 series MacBook Pro will be Oct 30th media event’s focus. I previously predicted a launch this year is unlikely due to limited 4Q23 shipments (less than 400-500k units in total).”
Okay, so it’s not that the processors weren’t ready, only that they weren’t plentiful. Kuo goes on: “If new MBPs launch in Nov-Dec, tight supply will last into 1Q24 unless demand weakens.”
If Kuo is right, this is big news, and for sure, Apple will say that M3 will indeed be scary fast.
MacBook Pro Release Date
If Kuo is right, I’d anticipate the new MacBook Pro to be in the shops around Friday, November 10.
What Else?
The iMac has been waiting for an update for well over two years, so I think it’s entirely possible that a new 24-inch desktop Mac will be unveiled. I think it will look like the current models though perhaps with some different colors and will come with the M2 processor, perhaps with the option for an M2 Pro chip instead.
Could there be an iPad? I think that’s also possible, but Apple will want the focus to be on Mac for this special event.
October 25 update. I’m not saying I’m a fan of conspiracy theories, but life isn’t always about coincidences, either. Yesterday’s keynote announcement from Apple will have been carefully timed. And it’s just possible that it was deliberately done on the same day that a rival chip maker had its own news.
Qualcomm, in its annual Snapdragon Summit event, announced new processors for computers, smartphones, earbuds and more. One of the key reveals was its Snapdragon X Elite processor for PCs. CEO Cristiano Amon promised that the new CPU core, Oryon, will be very fast. He said that the 4nm design CPU has impressive benchmarks. The Snapdragon X Elite can deliver a single core score of 3,227. Is that good? It really is. According to Qualcomm, the equivalent score for Apple’s current fastest chip, the Apple M2 Max, is 2,841.
And there’s better news: it achieves this score with a lower power draw. Qualcomm says it “matches competitor peak performance at 30% less power.” The company also said that it beats a rival processor, the Intel Core i9-13980HX by a smaller margin. Intel’s core score is 3,192, so the Oryon figure of 3,227 is just 1% faster. But the power draw is a massive 70% less.
Perhaps Apple is hoping to ensure that Qualcomm’s statistics will only be world-leading for a few days, so it can announce its own chip with faster benchmarks next Monday evening.
October 26 update. Rumors continue to fly around, describing what may be revealed at Apple’s special event. In a new post on X, Ming-Chi Kuo now seems to be completely on board with the idea that the event is all about the M3 processor, and has now amplified the comments quoted above.
Kuo believes that the M2 was perceived to be underwhelming, citing the “limited M2 computing power upgrade”.
It’s true that the move from Intel chips to Apple Silicon with the A1 processor ushered in a new age of much faster performance and staggeringly improved battery life. And it’s true that Apple was clear that we shouldn’t expect that kind of step change every year and, honestly, most people don’t need that level of increase on an annual basis. So, maybe that’s the case, that the M2 didn’t deliver enough of an upgrade to impress in the same way as the M1 did.
It’s to counter this perception that Apple is releasing M3 now, when so many expectations have been that it would come in 2024, Kuo suggests. Kuo’s tweet said, “As far as I know, Apple attributes the significant decline in MacBook shipments in 2023 mainly to the limited M2 computing power upgrade. I believe this is why Apple may prefer to launch the M3 series MacBook Pro even when its production volume is still low rather than continue to ship the M2 series MacBook Pro. Theoretically, the M3 should offer a more significant boost in computing power.”
That makes sense: if Apple can convince people that M3 is what they’ve been waiting for, they will buy it. Kuo has another thought, though.
“However, if even the M3 can’t boost MacBook shipments, I think the likelihood of introducing the all-new design MacBook Pro in 2025 may increase. Furthermore, Apple may also consider (but hasn’t decided yet) introducing a more affordable MacBook model to boost shipments, with a target of 8-10+ million units per year.”
That’s also intriguing: a new MacBook at a lower price. Would that be with M3, or even M4 chip inside? Apple’s transparent naming policy means it’s harder to hid the fact that you’ve got last year’s chip inside, which was a problem for the 15-inch MacBook Air when it launched recently with last year’s M2 processor. It’s not that the M2 isn’t up to the job, it really is, but again, it’s down to perception.
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Laura Adams is a tech enthusiast residing in the UK. Her articles cover the latest technological innovations, from AI to consumer gadgets, providing readers with a glimpse into the future of technology.
