You were really crazy about Apple calling this Tuesday online event “One More Thing”. “One more thing…”. That was the legendary saying of corporate founder Steve Jobs when, at the end of presentations, he pretended to have forgotten something like Inspector Columbo. But of course the entire event was designed solely to present something groundbreaking at the end: the desktop computer Imac 1998, the online music store Itunes 2003, the Iphone 2007. “One More Thing” indicated that things with continuation Numbers would be shown, so not Iphone 12, iOS 14 or Watch Series 6, but something new. With all due respect to the financial success of the watch (introduced in 2015), that was a bit ago.
The new product carries a continuation number (M1), but it is “One More Thing” in the sense of Jobs: According to Apple, it will push the boundaries of what a computer can be. “The day has come,” said Apple CEO Tim Cook in front of a video in which people like Billie Eilish, Lady Gaga or Lisa Simpson were shown how they use a Mac. The Apple Silicon project is designed to create processors that are more powerful – according to Apple up to 2.8 times faster, the graphics should be up to five times faster, consume less power (devices should be operational ten hours longer than the generation before) and cost less (chips make up at least 20 percent of the total cost).
Of course, this is the goal of all manufacturers, and Apple is not new to this area; the company’s own products are already built into devices such as Ipads, Apple TVs or smartwatches. With M1, the group claims that it has reached a new stage of evolution that can be built into other devices, and the number indicates that further developments will follow.
In the past 15 years Apple had been supplied by the chip manufacturer Intel, but Cook had indicated in the summer that the company would present its own product. Intel processors are all-purpose weapons that do just about any job. The Apple chip, meanwhile, contains four high-performance cores for more intensive computing tasks such as machine learning and processing of videos as well as four energy-efficient cores for background tasks. It will be used in the Macbook Air ($ 999) Macbook Pro (1299) and compact desktop Mac mini ($ 699). The devices should already be available next week.
They call it a “quantum leap” at Apple, but the transition also involves risks. When switching to Intel in 2005, product developers in particular knew what to expect. That’s not entirely the case this time around, even though Apple has already sent a kit to developers with an earlier version of the chip. It’s one thing to promise that Photoshop or Lightroom from Adobe, for example, or Office from Microsoft’s favorite enemy will work. And it is another thing to do it at the pace that Apple boss Cook dictates. A new Photoshop app, for example, is not planned until next year.
Nevertheless, Apple has once again achieved what Jobs always wanted to achieve: Hype about new products that really deserve the term “One More Thing”. They knew that, of course, and as a precaution they closed the virtual shop for the time being. Due to the pandemic, they cannot show people waiting in front of the shops, so they were happy to see all those who were upset about the closure on social networks – and opened the shop immediately after the presentation. Steve Jobs would be proud of it.