Apple's M3 chip lineup is a victim of the times

The chip that was supposed to be the next generation of Apple silicon has suddenly become a footnote in Apple history.

- ROMAN LOYOLA

The golden age of artificial intelligence has just begun, with AI tools now available that help people get more things done. But Apple's presence in AI has been muted, to put it kindly. Apple needs to do something to make an impression and tell the world it's keeping up with the times.

That impression was made during Apple's "Let Loose" event (fave.co/3yxRxy9) to showcase new iPads. The company also used the event to announce the new M4 chip (fave.co/4dVdalH), which has the fastest Neural Engine Apple has ever created-the Neural Engine is used to perform AI functions. It's clearly Apple's effort to keep up with the competition.

Delivering the M4 chip at this time is a dramatic change from Apple's typical chip cycle. The M3 arrived just a bit over six months ago (fave.co/3MZyVey), with Apple unveiling not just the base M3 chip, but also the Pro and Max versions. That was a change in itself, but this is a much bigger one.

The M4 iPad Pro's arrival means the M3's cycle in Apple's Mac lineup is effectively done. While the M3 is overall an excellent chip, its legacy will be a disappointing one.

M3: AN INCREMENTAL PERFORMANCE UPGRADE

The M3 chip was the first 3nm Mac chip-a process introduced with the A17 Pro in the iPhone 15 Pro. The 3nm process allows for increased transistor density that can translate into better performance power efficiency.