So, what’s Apple doing to seize that time?
Will Apple now change the game?
Quite a lot, as it happens. Here’s what to expect in the next few weeks:
- First, it is upscaling its entire product range, pimping out all its devices with faster AI-ready M4 and A18 processors.
- Second, Apple is reaching higher by reaching lower, planning to put A18 chips inside next year’s iPhone SE upgrade, which reports claim will be priced to reach even more deeply into the mid-range smartphone market, at around $500.
- Third, Apple is expected to introduce new Macs this fall, all of which are said to hold M4 chips. These will include a much smaller Mac mini, which currently costs around $599.
- Fourth, it looks as if Apple Intelligence isn’t going to be introduced until Apple launches new Macs (if it launches them) in fall, further reinforcing the “whole platform” advantage it enjoys.
Put it all together and within a few short weeks Apple will be offering the world’s most secure end-to-end platform ecosystem for AI priced so you can jump in for just $500. It will do this even as the reputation of its main rivals stands tarnished for reasons that really, really matter to end users. It does so at a point in Apple’s history when it is already receiving the same degree of regulatory oversight as it might expect if it actually led the markets it is in. So, why not become the market leader and make that attention worthwhile? This is the time.
