The tone was set from the first seconds of the video presentation of the Apple conference on October 18: it would be about music and Mac.
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A second keynote in less than a month for the brand, which preferred to increase the number of meetings rather than add up the announcements during a single back-to-school conference.
The MacBook Pro
Macs have given themselves a new lease of life, with the “
best sales in the history of the brand,
” said Tim Cook, CEO of Apple. Performance, autonomy, processing of data streams, videos ... Everything has been optimized in the new MacBook Pro. For the first time, a compact version with a 14-inch screen has been added to the 16-inch version. Good news, the traditional keys at the top of the keyboard have returned to their place. And connectivity also goes through physical ports: two USB-C, a jack and thunderbold charging. Something to please those nostalgic for the old features of the Mac with new qualities.
So yes, the screen is enlarged, the edges are extra-thin and yes, there is a notch for the camera (the subject has been debated on social networks).
Admittedly, the "notch" does not please everyone, but the screen occupies almost all of the space available for an optimized display.
The microleds integrated into the screen allow both to improve the brightness, the contrasts and to refine the device.
The 16-inch version offers up to 21 hours of battery life in video mode.
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Apple has also taken into account the need to improve the quality of the camera of its Macs, for users who need this equipment more and more. The audio has also been pushed, with both better speakers and a more efficient microphone. Enough to make videoconferences and keynotes last until the end of the night (or almost). And for those who would still like to work with their new "toy": the professional applications on iPhone and iPad can be used on the new Macs.
“
This new MacBook Pro now has a beautiful XDR display, new ports including MagSafe 3, an advanced 1080p camera and a six-speaker audio system for a great sound experience.
All in a stunning new design.
The new MacBook Pro simply has no equivalent, and it's hands down the best performing business notebook we've created
.
Said Greg Joswiak, Senior Vice President of Worldwide Marketing at Apple.
The new 14-inch MacBook Pro starts at $ 2,249 and the 16-inch MacBook Pro starts at $ 2,749.
New MI Pro and MI Max processors
The brand has made its new range of processors the spearhead of its communication.
For MacBook Pros, there will therefore be an M1 Pro processor.
A new architecture, 5 nanometer engraving (the most advanced at the moment), doped graphics performance (GPU), reduced energy consumption ... And as that is not enough, the M1 Max arrives, twice as powerful as the M1 Pro .
“
The biggest processor ever built by Apple
”.
With the promise of 40% reduced energy consumption.
In other words, more power without overheating and therefore, without having to put too much strain on the cooling of the device.
AirPods 3
More stereo, depth of sound, encompassing sounds ... such is the promise made by Apple for its new AirPods 3. The design is modified, more tapered, with four sensory sensors, improved bass.
The qualities of AirPods Pro are built into AirPods.
And, an important detail, they are waterproof, resistant to sweat.
Battery life is increased to 6 hours or one hour for 5 minutes of charging.
The case offers 30 hours of additional battery life.
The new Air Pods are sold with the Magsafe wireless charger, at 199 euros.
A Music subscription at 4.99 euros
Apple is determined to stay in the race for streaming music distribution.
For this, a small adaptation of its Music service and Siri seemed necessary.
It is now possible to order the brand's voice assistant to launch a playlist, a song ... The service will be available this fall in several countries including France.
Above all, Apple is launching a new Apple Music Voice package at 4.99 euros per month.
Enough to titillate Spotify in this highly contested market.
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To stay in the theme of music, Apple has unveiled a new Home Pod mini, its connected speaker.
New pastel colors for a ball-shaped speaker, but above all, a price revised to 99 euros.