Apple owes this setback to a combination of at least two factors. In addition to the overall slowdown in sales, the firm is now facing much fiercer competition from Windows PC manufacturers. Just before summer, most manufacturers launched ARM machines equipped with Snapdragon bully. An observation which has also extended to even more Windows machines since the introduction of Intel’s surprising Lunar Lake chips, which are very graphically gifted.
Add to this the perhaps somewhat late renewal of the various Macs. The latter have not yet started their transition to the new M4 processor, announced in May, and for the moment only used on the latest iPad Pro models. With the launch, expected this fall, of new MacBook Pros, Mac Minis, and iMacs with M4 processors, we can reasonably think that Apple will manage to turn things around.
