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Apple aspires to rule the sale of computers and has a plan to achieve it

2023 aims very high: the year has just started and we already have two new products on the market. But it seems that MacBook Pros and Mac Minis equipped with M2, M2 Pro, and M2 Max processors are just barely the tip of the iceberg. Yes, we are also experiencing the consequent delays: to the aforementioned equipment, which should have been presented last October, those Apple Glasses that do not take off are added.

However, the reality is optimistic. IDC already summarized it in that ominous report on the sale of computers: only Apple stays afloat while other manufacturers fall between 20 and 30% in sales. And Apple has a plan to rule in this market as it already did with the iPhone.

An ecosystem like never before

During yesterday’s presentation Tim Cook linked this news item with a photo of the company’s vast portfolio of computers. Ironic, don’t you think?

Let’s look back. Not five or six years, but fifteen or twenty. With the perspective that this overview gives us, now let’s look at the trend: Apple continues to expand its ecosystem of personal computers. What started with relics and plaques that not even Steve Wozniak himself was capable of replicating, is now a whole family of systems ranging from a Mac Mini for students for 599 euros to gargantuan computer towers for about 15,000 euros.

And now let’s look not to the past but to the front, to that fruit that is drawn to us between leaks, speculations guarmanians and evidence that Apple is shoring up its position in the PC world. Little joke, right now we have five very promising updates on the table:

  • some colorful 24-inch iMac with new M2 processors. We know that they are going to come true sooner rather than later.
  • Other 27-inch iMacs, with an Apple Silicon-inch chip that would even make the leap to 32 inches, betting on aa resolution of 6,016 by 3,384 pixels, according to various rumors.
  • A MacStudio which, most likely, retains its design – the Mini barely replaces its HDMI 2.1 port – but also raises the power to the maximum levels. If it follows the path of its little brother in terms of capabilities and modularity, we will be facing a new commercial milestone.
  • We already received the update of the best sellers macbook air, which implies that they are a priority for the company, so most likely in about six months we will already be enjoying a new iteration. This family would expand horizons like never before, Spanning That 2-in-1 Convertible Market through various models with touch screens.
  • Ah yes, the Mac Pro, in tower or rack, for strictly professional environments… in this particular the river does not carry water, there are no rumors. Radio silence. Although we already know how they spend it in Cupertino when the silence is too deafening. This is how the cylindrical Mac Pro was created that captivated the entire world.

When the iPhone was born it barely had a 0.2% share. But at Apple they were quite clear that there was plenty of room to grow with unique deviceswhere the design, the interface, the application ecosystem and the technological infrastructure made the difference.

It is not necessary to invoke chimeras or resort to commercial rhetoric to verify that they aspire to the same thing now. Expand, conquer, consolidate. Piano, pianothey seem to be getting it: we don’t say it, but the financial statements and those reports from Canalys or Gartner.

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Apple explains why only USB-C AirPods Pro support lossless audio with Vision Pro

Apple is today marketing a revision of the AirPods Pro which has the particularity of having a USB-C port on the charging case. But that’s not the only change: the headphones also support lossless audio with the Apple Vision Pro headset.

Why can’t the second generation AirPods Pro with the Lightning Charging Case also support lossless audio with the Vision Pro? Brian Tong did an interview with two Apple executives to get the answer. Ron Huang, Apple’s vice president of sensors and connectivity, gives the answer.

Ron Huang says the H2 chip in AirPods Pro with the USB-C port supports the 5GHz wireless frequency band for ultra-low latency and less interference, while the H2 chip in AirPods Pro with the Lightning port is limited to the 2.4 GHz band. Apple says it’s this support for the 5GHz band that allows the updated AirPods Pro to support lossless audio with the Vision Pro.

The Apple Vision Pro headset will be available in early 2024, first in the United States. The price will be $3,499. Apple has already planned marketing in other countries, but this will happen later at a price that is currently unknown in euros.

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Supermodels: the documentary on the star models of the 80s and 90s is available on Apple TV+

The docuseries The Supermodels is available in its entirety (i.e. 4 episodes) on the subscription platform Apple TV+. As the title indicates, this documentary directed by Barbara Kopple focuses on the rise of what we called in the 80s and 90s the “supermodels”, that is to say star models to whom nothing seemed resist, women often adored as film actresses. Naomi Campbell, Cindy Crawford, Linda Evangelista, Christy Turlington and a few others were truly fashion icons of that era, a golden period that the Apple TV+ series retraces in 4 major chapters, The Look, The Celebrity, The Power and The Legacy.

The docuseries The Supermodels will also offer its large batch of sequences and unpublished documents, as well as of course interviews with the main interested parties. It will not only be about the glorious past since the series will also look at the current activities of these ex-fashion stars, “their activism, philanthropy and business prowess”. And of course, US production obliges, a documentary on famous women could not miss the mark of “empowerment”: “As the fashion industry continues to redefine itself, this is the ultimate story of power and how four women came together to reclaim it, paving the way for those who would follow.” » An entire program…

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It would (already) be a hit for the iPhone 15 Pro Max, and a small disappointment for the iPhone 15 Pro

After just a few days of pre-orders, the lively Ming Chi Kuo can already give the main trends in iPhone sales for the current and coming quarter. For the analyst, there are no doubts: the new iPhone 15/15 Pro range is a huge success, and Apple should distribute 80 million copies until the end of the year compared to 76 million for the iPhone 14/14 Pro range. Surprisingly, the 15 Pro Max model is popular with buyers, and Kuo estimates that Apple will sell 35 million of this model (Q3 and Q4), or 7 million more 15 Pro Max compared to sales of the 14 Pro. Max over the same period.

iPhone 15 Pro Official Color Front Back

On the other hand, sales would be a little below expectations for the two most “standard” models, namely the iPhone 15 and the iPhone 15 Pro. Kuo does not give figures, but specifies that without a drop in prices (via occasional promotions for example), the volume of these sales should not change much in a few months. The surprise is undoubtedly on the side of the iPhone 15 Plus, which would sell beyond the stock capacities initially planned by Apple. The factories will have to operate more vigorously…

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