Apple launched new products on Tuesday that further prove the iPhone maker is aiming to become the go-to for consumer artificial intelligence.
Apple announced on Tuesday that it is launching the next version of the Mac mini desktop computer with two new chip options-the M6 and M5 Pro. According to the press release, the latest Mac mini with either new chip delivers a jump in performance from its predecessor through faster AI performance, storage, and graphics.
"Mac mini with M6 delivers a whole new level of AI performance. And with up to an 18-core CPU and 20-core GPU, Mac mini with M5 Pro is an ultracompact powerhouse for complex pro workflows. We can't wait to see all the incredible ways people will use it next," Johny Srouji, Apple's chief hardware officer, said in the news release. (CPUs are central processing units, and a GPUs are graphics processing units.)
The Mac mini with M6 starts at $899, while the Mac mini with M5 Pro starts at $1,699.
Apple also launched the new Mac Studio desktop computer with M5 Max and M5 Ultra chips on Tuesday, "delivering a monumental leap in AI performance and even faster graphics for the most demanding pro workflows." The Mac Studio with M5 Max starts at $2,499 and the Mac Studio with M5 Ultra starts at $5,499.
The new mini and Studio models will be available starting Sept. 22.
Apple stock was down 0.1% on Tuesday to $310.19. Shares have risen 14% this year.
These are important launches for Apple-and its stock-as the company is at a turning point. Apple has become a consumer tech powerhouse, but investors are looking to AI as the next area of growth. Some on Wall Street believe that Apple is positioned to become the strongest consumer AI company, as it already has the hardware in place.
But so far, Apple hasn't been able to deliver quite what Wall Street and consumers are looking for when it comes to AI. An AI Siri rollout has been delayed until the fall and current AI software updates haven't been a hit among users. But amid the underwhelming or delayed AI updates, Apple has found success with a surprising piece of hardware-the Mac mini.
Before the MacBook Neo laptop, the Mac mini was Apple's cheapest computer. It became a hit as it offers an affordable option for people looking to run AI workloads locally. Demand for the Mac mini has become so strong that CEO Tim Cook said on an April earnings call that it could take several months for the computer "to reach supply/demand balance."
"We view the new Mac mini as another example of Apple using its own silicon to push the Mac portfolio further into higher-value AI workflows. Apple continues to position its Mac mini lineup as a local AI/deskside compute companion and not just a low-cost desktop," Evercore ISI analyst Amit Daryanani wrote on Tuesday.
The latest Mac launches prove that Apple is focusing heavily on launching devices that have AI potential as their core selling point. That's crucial as Apple looks to position itself as a top consumer AI company-and it's a step in the right direction for shareholders wanting to see AI progress.
Tuesday's product announcements come ahead of the company's annual iPhone event, which takes place each September. An official date for that event hasn't been announced yet.
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