TECH - Apple In AI Arms Race Looks To Revamp Lagging Mac Sales: Report | Benzinga
Apple Inc. (NASDAQ:AAPL) is trading higher on the heels of a new overhaul plan for its sluggish Mac line.
What Happened: The laptop and desktop innovator released its first Macs with M3 chips just five months ago. And it’s already gearing up to produce the next generation, according to Bloomberg News.
This time, the technology is designed to highlight artificial intelligence.
The new chip — the M4 processor — will come in at least three main varieties and be incorporated into every Mac model.
The move is part of an effort to boost Mac sales. In the fourth quarter of 2023, sales hovered at around $7.6 billion. That’s down 34% from $11.5 billion a year earlier.
Mac revenue for all of 2023 was $29.4 billion, whereas — in 2022 — it was $40.2 billion.
Why It Matters: ...