Huge expectations from Apple’s ‘scary fast’ event
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A month after introducing its new iPhone 15 lineup, Apple is set to host its second product event of the year.

It will take place exclusively online on Monday at 8:00 p.m. ET/5:00 p.m. Pacific Time, which is an unusual time for Apple keynotes. The decision to hold the event in the evening may indicate that this is not likely to be Apple’s biggest announcement this year.

In an apparent nod to the upcoming unveiling of its next-generation silicon chip, M3, as well as Halloween, the event’s tagline is “scary fast.” In addition to showcasing the new chipset, Apple will also introduce new iMac computers. There have been fewer Mac sales this year due to weaker demand, excess inventory, and a worsening macroeconomic environment.

In the past several years, Apple Silicon – the company’s custom-made silicon chip – has emerged as an important storyline for Apple, culminating in the company’s move away from Intel chips. In a market where Apple is gaining substantial ground for its traditional PCs and laptops, the M3 chip could further enhance Apple’s performance.

“This is a huge endorsement of Apple’s investments in this area,” said Ben Wood, chief analyst at CCS Insight.

According to Wood, Apple Silicon’s overall performance, thermal efficiency, and battery life have turned heads over the years.

Apple computers made up about 8% of the global market in the second quarter of 2023, but grew by 10% year-over-year.

After years of using a one-size-fits-all Intel chipset, Apple launched its first in-house silicon chipset in 2020. At the time, Apple claimed it had the fastest CPU core and integrated graphics in a personal computer. MacBooks have been equipped with Apple’s M2 chip since last year.