Apple declared on Monday the launch of updated versions of its 13-inch and 15-inch MacBook Air laptops featuring its latest M3 chip.
In October, Apple introduced the M3 chip, initially for its iMac desktop computer, alongside more robust versions tailored for its MacBook Pro laptops. Despite reporting a marginal growth of less than 1% in Mac revenue, which amounted to $7.78 billion during its fiscal first-quarter earnings report, the introduction of these latest computers could potentially invigorate the company’s sales.
Apple emphasized that its new MacBook Air laptops boast enhanced features including sharper 1080p webcams, support for faster Wi-Fi networks, and an impressive battery life of up to 18 hours. The design retains its familiarity with earlier models, while the new M3 chip enables users to connect up to two external displays, a notable advancement from the previous single-screen capability.
The announcement from Apple underscores its heightened focus on marketing strategies centered around artificial intelligence (AI).
Labeling the new MacBook Air as the “world’s best consumer laptop for AI” represents a notable shift in language from Apple, especially considering it didn’t emphasize this aspect upon introducing the iMac with M3 in October. This shift indicates Apple’s intention to vie with the latest Windows laptops marketed as “AI PCs.”
However, it’s crucial to note that predominant AI platforms like OpenAI’s ChatGPT, Anthropic’s Claude, and others operate via the cloud over an internet connection rather than directly on a computer. While apps like Pixelmator Pro leverage AI to eliminate background noise in photos, this aligns more closely with how apps have traditionally utilized artificial intelligence over the years.
Apple CEO Tim Cook reiterated on Feb. 28 the company’s substantial investment in artificial intelligence, hinting at a significant announcement later in the year. This announcement might coincide with Apple’s Worldwide Developer Conference in June, typically reserved for unveiling new software. It’s plausible that Apple might unveil its extensive language model that could operate locally on its Macs and other devices such as iPhones and iPads.
The 13-inch MacBook Air is priced starting at $1,099, while the 15-inch version starts at $1,299. Both models are available for order starting Monday and will be in stores from March 8 onwards.
