(Reuters) – Apple on Tuesday introduced its new M4 chip that it said could outperform computers designed for artificial intelligence, but put the chip in a new version of the iPad Pro rather than a laptop.
The move is unusual for Apple, which typically places its latest chips in its Mac lineup, where M3 chips began appearing last fall. But analysts told Reuters that Apple is likely keen to put its latest, more power-efficient chips, more of which are dedicated to artificial intelligence functions, into the hands of app makers ahead of their launch. annual software developers conference, which takes place next month.
This latest product launch from the iPhone maker comes as the Silicon Valley giant lags behind rivals as they work to integrate AI into their products across their operations in order to dominate this emerging technology.
Apple said the iPad Pro, its most expensive model, will have a better screen and come with an M4 chip equipped with a larger “neural core.” Apple’s chips have had this neural core since 2017, but competitors like Intel and Qualcomm have begun to push their competing technologies for personal computers.
Apple also presented new models of its mid-range iPad Air, which will now be available with a larger 13-inch screen for 969 euros, or with an 11-inch screen for 719 euros as was previously the case. These models are equipped with an Apple M2 chip, first released in Apple MacBooks in 2022.
Microsoft and Google, a subsidiary of Alphabet, have invested heavily in AI, deploying “chatbots” (conversational robots) which serve as virtual assistants for tasks such as writing emails or operating telephone lines. computer code. On the stock market, the shares of these two groups reached record levels.
Apple shares, for their part, are down 6% since the start of the year. The technology giant is suffering from relatively weak demand for its iPhone and acute competition in China from local players, while investors are impatient with its AI projects.
Tim Cook, Apple’s chief executive, said last week that his group was “very optimistic about (its) possibilities in generative AI” and that announcements were planned later this year.
(Reporting Stephen Nellis in San Francisco; French version Gaëlle Sheehan and Mathias de Rozario, edited by Claude Chendjou)
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