Apple just announced its M3 powered MacBook Air laptops and is doing so on the back of some lofty AI marketing aimed at Windows, Android and ChromeOS users already titillated by operating systems embracing pre-generative platforms.
As part of their marketing for their M3 powered MacBook Airs, Apple has introduced a new slogan that claims it’s the “World’s Best Consumer Laptop for AI.”
Despite not having a public pre-generative or traditional artificial intelligent platform for consumers to use today, Apple is claiming that its 16-core Neural Engine paired with accelerators in its CPU and GPU make up the sum total of AI development produced by other firms working in the sector currently.
With the transition to Apple silicon, every Mac is a great platform for AI. M3 includes a faster and more efficient 16-core Neural Engine, along with accelerators in the CPU and GPU to boost on-device machine learning, making MacBook Air the world’s best consumer laptop for AI. Leveraging this incredible AI performance, macOS delivers intelligent features that enhance productivity and creativity, so users can enable powerful camera features, real-time speech to text, translation, text predictions, visual understanding, accessibility features, and much more.
PRESS RELEASE
March 4, 2024
Apple is distilling AI platforms into a subset of hardware-based processes with underlying machine learning as the equivalent of the pre-generative large language models presented by firms such as OpenAI, Microsoft, Google, IBM, Adobe, and others while also acknowledging that app support of products from those companies can also bolster its “World’s Best Consumer Laptop for AI” claims.
In addition to on-device performance, MacBook Air supports cloud-based solutions, enabling users to run powerful productivity and creative apps that tap into the power of AI, such as Microsoft Copilot for Microsoft 365, Canva, and Adobe Firefly.
PRESS RELEASE
March 4, 2024
In defense of Apple’s claims, Microsoft has also obfuscated the edges of its own AI claims as it preps its own Windows marketing for new 2024 devices that will highlight their own neural processing units (NPUs) dedicated to managing on device AI-led processes that are remarkably similar to what Apple’s M-Series manages. Intel and Qualcomm have already begun releasing NPUs for devices that aid in processes like sound isolation, camera filters, real time device-load performance, and more for Windows devices in 2024.
Without the additional features or services that dedicated LLMs such as Copilot can do in Windows or for apps across platforms, it’ll be interesting to see how Apple’s AI claims hold up beyond the initial sale of the new MacBook Airs.
