Apple introduces AI-focused M4 chip in latest iPad Pro models

WEB DESK: Apple has unveiled the M4 chip, its latest innovation designed to outperform personal computers focused on artificial intelligence (AI).

Surprisingly, the company introduced the M4 in its iPad Pro models rather than its Mac laptops, a move that breaks from tradition.

Apple typically debuts its newest chips in its Mac lineup, like the M3 chips released last fall.

However, analysts suggest that Apple might be eager to place the M4 chip—optimised for AI tasks—in the hands of app developers ahead of its annual software developer conference next month.

The iPad Pro, Apple’s premium tablet, starts at $1,000 for the 11-inch (27.9 cm) model and $1,300 for the 13-inch (33 cm) model.

The M4 chip features an enhanced “neural engine,” providing greater performance for AI-related tasks like text and image generation.

Tim Millet, Apple’s vice president of platform architecture, highlighted the M4’s AI capabilities during the launch, stating, “The neural engine makes the M4 an outrageously powerful chip for AI.”

He added that the M4’s neural engine outperforms any AI-focused personal computer available today.

Additionally, Apple announced new models of its mid-priced iPad Air, which now come in a larger 13-inch size priced at $800 as well as an 11-inch size for $600. These models utilise the M2 chip, introduced in MacBooks in 2022.

While Apple frequently launches new iPads in May to target education buyers, the company appears to be focusing on transforming its premium iPad Pro models into tools for creative and business professionals.

However, some analysts are cautious about whether the new AI features will drive a wave of upgrades. Mikako Kitagawa, an analyst at Gartner, noted, “Is it really enough for people to look into it and buy them? Probably not.”

Apple’s competitors, like Microsoft and Alphabet’s Google, have embraced AI with chatbots and virtual assistants, which has boosted their stock prices.

Meanwhile, Apple’s shares have fallen 6 per cent this year due to weak iPhone demand and increased competition in China.

Despite these challenges, Apple CEO Tim Cook expressed optimism about the company’s prospects in generative AI, indicating that more announcements are expected later this year.

The upcoming developer conference could reveal Apple’s plans for enhancing AI while prioritising privacy by processing most of the of the information on the device itself.

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