Apple launches enhanced MacBook Air range with M3 chips

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4th March 2024 – (Cupertino) Apple Inc. has introduced an updated line of MacBook Air laptops, featuring the company’s cutting-edge M3 processors. This launch, announced on Monday, is anticipated to entice consumers with the promise of a significant performance boost, propelled by artificial intelligence capabilities.

The latest additions to the MacBook Air series boast two variants with 13-inch and 15-inch displays. Apple claims these new models deliver a performance surge of up to 60 per cent over their predecessors that housed the M1 chips, as per details released on Apple’s official website.

The pricing for these advanced laptops is calibrated to cater to a broad consumer base, with the 13-inch model commencing at a market price of $1,099, and the initial rate for the larger 15-inch version set at $1,299 in the United States.

Orders for both sizes of the new MacBook Air began on Monday, and Apple assures that customer deliveries are scheduled to commence within the week.

Since transitioning away from Intel chips in 2020, Apple has been steadily advancing its proprietary chip technology. The introduction of the M3 processor not only marks continued innovation but also places Apple at the forefront of integrating artificial intelligence into mainstream personal computing.

The launch is timely, as it aligns with forecasts suggesting a rejuvenation in the PC market by 2024, following a downturn that has spanned over two years in the wake of the pandemic.

Despite the general market contraction, Apple’s Mac division has weathered the storm with resilience. The last quarter results showed a modest increase in Mac sales, which totalled $7.78 billion, offering a glimmer of recovery after a previous quarter that saw a sharp 33 per cent decline.

Source: Apple