Apple starts selling Macs with its own chips to mimic iPhones


Apple CEO Tim Cook

Apple on Tuesday began selling its Mac computers powered by the California giant’s proprietary chips that can allow the machines to perform more like its popular iPhones.

The MacBook Air, MacBook Pro and Mac mini will feature Apple’s new M1 chip that offers longer battery life and enables computers to run applications designed for mobile devices.

The M1 replaces the Intel chips used in earlier versions of Apple computers.

The Cupertino firm announced plans in June to launch the new chip as part of its “Apple Silicon” initiative that gives it greater control over hardware and software.

Apple said at its launch that “iPhone and iPad applications can now run directly on the Mac,” although software developers will need to create compatible versions for computers.

Moor Insights & Strategy’s Patrick Moorhead said it remains to be seen whether the new computers will deliver the promised performance, but that Apple will gain more control over its production with the new strategy.

“Compared to Apple’s iPhones, iPads, AirPods and Watch, the Mac has underperformed, having less than 10% share of the drive market,” Moorhead said.

“Given these challenges, the company has decided that the best strategy to help solve this problem is to make the Mac more like the iPhone and iPad by leveraging their mobile silicon on a computing platform and even allowing the Mac to run iOS applications.” .


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