Tuesday night, Paris time, Apple held a third press conference since September.
Health situation requires, no high mass as the group was used to, but a succession of video interventions to present the innovations of the brand.
In this case, a new range of microprocessors developed by Apple and intended for its Macs.
Until now, these processors (Apple Silicon) were developed for the iPad, iPhone and Apple Watch.
The group took the gamble of extending the use of its home chips to its computers.
This movement is structuring for the entire IT industry.
First of all because the American giant is turning the page on a historic partnership with Intel.
Gradually, the latter's chips will disappear from Macs.
In a few years, all of the brand's computers will be branded "Apple Silicon".
Tim Cook's group is pushing the logic of vertical integration further and further.
He masters chips, device design, operating systems (OS), software, applications and services.
Three new Macs
In addition to the impressive performance displayed by the M1 chips, in particular the lengthening of the autonomy of devices, this development allows Apple to highlight the fluidity of the experience.
The applications available on iPad can be more easily adapted to the new Macs.
A major asset both for users of this system and for developers.
Apple intends to rely on its know-how which allows everyone to easily find their content from one device to another to push its pawns on the computer market.
It is also a way of building customer loyalty, once they are equipped with several branded terminals, they are less tempted by competing products!
Since the start of the year, Apple has recorded a 30% increase in Mac sales, 50% of its customers are new users.
The three new Macs equipped with the M1 processor presented yesterday are, the MacBook Air (from 1,129 euros) the 13-inch MacBook Pro (from 1,449 euros) and the new Mac mini (799 euros).
Committed messages
On Tuesday, Apple didn't just showcase Macs, it also sent messages.
In one of the videos presenting (inevitably enthusiastic) user testimonials, there were a few small slogans, on T-shirts or posters: “Black live Matters” and “Mee Too”, in particular.
Given the attention to detail that pervades Apple conferences, it's hard to believe in chance.
The group affirms its commitments, with force and discretion.
A point at least as important as the product presentations, at a time when the United States is stuck in a very complex political situation.