Apple targets remote workers with new iPad Pro, slim iMacs using own chips
Apple Inc (AAPL.O) launched a new range of slim iMac computers and iPads with higher-quality video that utilise its own processors, accelerating its shift away from Intel (INTC.O) and catering to a work-from-home environment.
AirTags, which are used to locate misplaced objects, and podcast streaming programmes were both introduced by the firm. AirTags can cost $29 each, with the iMac starting at $1,299. Both will be published on April 30.
The broad range of updates had largely been foreshadowed prior to the presentation, which had no big surprises. Apple shares fell 1.3 percent, marginally higher than the Nasdaq market, which fell 1%.
The thinner iMac computers will be available in seven shades, including purple and orange, and will use an Apple-designed central processor chip. The iMacs are flat and 11.5 millimetres high, with a 24-inch (61-cm) display.
The updated iMacs will have a higher-quality front-facing camera and microphone array, in response to customer concerns that the computer’s cameras had not kept up with the company’s iPhones and iPads during an age of ubiquitous video calls.
Apple unveiled new iPad Pros with the same M1 processor as its laptops, rather than a beefed-up variant of its iPhone chips, as well as extra ports for linking monitors and 5G networking, aimed at content makers.
The usage of a computer processor in a tablet also blurs the distinction between personal devices and machines, and the current iPad Pro even intrudes on gaming systems. Apple mentioned that controllers from Sony’s PlayStation and Microsoft’s Xbox would be compatible with the iPad Pro.
The incorporation of Apple’s M1 chips into the iPad Pro starts the company’s move away from longtime partner Intel. In November, Apple unveiled three new computers that will utilise an in-house processor.
In addition, the company launched podcast streaming packages that would clash with competitor Spotify (SPOT.N), as well as an upgraded Apple TV set-top box with improved colour quality and a faster processor chip.
Apple shares have soared almost 95 percent in the last year, outpacing the Nasdaq Composite Index (.IXIC63 )’s percent growth, due to a reported $274.5 billion in earnings for fiscal 2020 when shoppers stocking up on gadgets amid the pandemic.
“The Pro iPads are not the best-selling models, but they blur the distinction between Mac and iPad. “It would be really important to see how Apple differentiates between the iPad Pro and the Mac,” Ben Bajarin, principal analyst for consumer business research at Creative Strategies, said ahead of the launch.
The AirTag announcement may spark a new round of allegations to policymakers that Apple is harming smaller competitors. Tile, a private corporation who has marketed a rival tracker for nearly a decade, testified last year before the United States House of Representatives that Apple’s App Store policies have rendered it more difficult to access Tile’s apps, and would be asked to testify before the United States Senate on Wednesday.
Apple also stated that all applications, including its own, are subject to the same App Store review laws.
Since Apple was late to the product, Bob O’Donnell, the head of TECHnalysis Research, may not think the trackers would become a major company on their own, but Bajarin believes the trackers will hold people bound to their iPhones to keep track of keys and wallets.
“The more you invest in only one hardware device, the less likely you are to leave,” said Bajarin.