'Live' from Apple's 'Peek performance' event

You can tune in on Apple’s website, through the Apple TV app, or on Apple’s YouTube Channel.

All times Eastern.

A product-heavy event, led by a 5G iPhone SE (at $429 with plenty of margin), a couple new shades of green, a new iPad Air with M1 and 5G, a new chip for the Macs (two M1 Max's stuck together and renamed M1 Ultra), and finally two new "studio" products -- the Mac Studio (a Mac Mini on steroids) and the Studio Display, apparently powered with A13 bionic chips out of inventory. The Studio line is clearly aimed at the creatives whom one suspects are already Mac users. Nothing here for shops locked into Windows, which is to say the vast majority of enterprises.

Subscribers who have signed up: See you on Zoom at 3 pm.

1:57 Back to Tim. Wrapping it up. Lands on Apple silicon and integration as what only Apple can do. And that's a wrap.

1:56 Back to John.  Mac Studio starts at $1,999 or maybe $3,999  Studio Display starts at $1,500. Teases MacPro with M1 "for another day."

1:48 Nicole on Studio Display. 30 degree tilt. Adjustable arm gives you more. 27-inch act. 5K Retina display. Truetone etc. A13 Bionic chip inside. 12 MP camera. 3-mic array. Spacial audio. Lots of ports. Enviro impact etc. Cue the weird video. Waiting for price points.

1:38 Colleen on Mac Studio. "Mac Studio will completely transform studio workflows everywhere." Hyperbole, much? Fans! Promise of "sound so minimal you'll barely even hear" it makes worry that it might be loud. Comes in M1 Max or M1 Ultra forms. Lots of comparisons. "Just crushes" earlier models. A lot of "up to" numbers. A fully tricked out Mac Studio is going to cost you a bundle. Featured workflows: musicians, graphic designers, software developers, photos, videos. Those are the markets Apple is aiming for.

1:36 Back to Ternus. Pitching directly to people who work in "studios." Modularity is how he transitions to Mac Studio (a double-tall Mac Mini) and Studio Display.

1:32 Back to Ternus. How MacOS scales with M1 Ultra. More Mac apps than ever before. Developers gush. Amazing graphics. Emphasis on how speedier chip gives creatives more freedom, more possibilities.

1:27 Quick Cut to Johny with an even more exotic accent. M1 Max's secret feature: It can be directly connected to a second chip. UltraFusion or some sort buzzword. Many many cores, mucho memory, plenty of neural engine cores, cool thermals etc. More speed, less power.

1:26 John Ternus Intruduces M1 Ultra

1:24 Back to Tim. Next the Mac. M1 in almost entire Mac lineup.

1:17 Angelina, with Caribbean accent. iPad Air gets M1 (like MacBook Pro) Was this predicted? [Yes, 9to5Mac had it yesterday]. Also a 5G modem, for those willing to pay for a second phone line. Magic keyboard, Apple Pencil 2. Highlights new iMovie release. Environment stuff again. Cue the video. Big pitch for budding filmmaker. [Streaming problems here again.] Available starting $599, 64, 256, Order Friday, avail March 18.

1:16 Back to Tim Cook and iPad. "Magical experience." "Fantasic" again. iPad Air getting taken to the next level, new, "even more amazing."

1:10 Francesca to tell us more. We've seen these specs before. Live text is their chosen new feature made possible by all this speed. Glass on front and back, like iPhone 13, but with rounded sides. With 5G, as predicted. 12 mega pixel camera. Same camera software as iPhone 13 Pro. Still has touch ID, not FaceID. "A fantastic new iPhone." That's the slogan, I guess. Starts at $429, $30 more than some predictions.

1:08 Apple silicon. A15 bionic. Signal processors, neural engine, secure enclave. We've had these for years. Coming the new iPhone SE (that's the new name).

1:07 Turning to iPhone. 2 new greens. Big whoop. Not what I'd call innovation, more like a way to signal "I'm a new iPhone." Preorder Friday, arrive March 18

1:05 Bringing drama, suspense to our lives. Now MBL announcement coming up... Friday night baseball. Not the NFL rumors we've been hearing.

1:01 Tim Cook starts with Apple TV+. The After Party gets added to the usual list of 5 titles. Big push for CODA and the Scottish play. Cue the video. [Streaming problem here. I've fallen maybe 45 seconds behind the live feed.

1:00 [upbeat music] according to the subtitles.

12:57 Switching off the news, returning to the Apple light show.

12:25 Just noticed that Apple -- and the rest of the market -- hit a bottom and bounced at about 11:45. Given that the Dow went into correction territory Monday as the S&P 500 was suffering its worst one-day hit in more than a year, the bears were probably ready for a breather.

12:04 Biding my time, watching Boris Johnson watching Volodymyr Zelensky give the British Parliament a day-by-day account of the war.

12:00 The show starts in 60 minutes, at 10:00 a.m. Pacific, 1:00 p.m. Eastern

33 Comments

  1. Bart Yee said:
    Yeah, Friday Night MLB Baseball on Apple TV+, if the MLB and players can get over themselves!

    0
    March 8, 2022
  2. Bart Yee said:
    Green and Alpine Green in the morning, smells like…money.

    0
    March 8, 2022
  3. Bart Yee said:
    So a slight price bump for the iPhone SE 5G to $429. Inflation or passing on costs to users? Either way, maybe a slight dampener on sales, especially with energy and food cost inflation weighing on some price sensitive prospective buyers. For regular Apple users, upgraders, or gifters, this price bump should be absolutely no problem. The extra value over the previous SE will make an easy buying choice.

    IMO, the price bump and margin will balance out any sales dip. If sales are bigger and better, then a $10B annual contribution win-win!

    2
    March 8, 2022
  4. Robert Douglass said:
    I think we need subtitles with this guy John… 🙁

    0
    March 8, 2022
    • Bart Yee said:
      View the ASL stream for subtitles, or view on YouTube with subtitles enabled. Apple would never not give you those options.

      1
      March 8, 2022
  5. Bart Yee said:
    People think the regular iPad is already a great performance / price industry leader in tablets. With the new M1 iPad Air w/5G, performance goes through the roof at a modestly higher price tier.

    3
    March 8, 2022
  6. Bart Yee said:
    M1 Ultra, another shot over the bows of Intel, AMD, NVidia, and Google. And that’s just the chips. When Apple releases compact, quiet, and power efficient Mac notebooks and desktops (true desktops) compared to bulky, noisy, power and cooling hog boxes, the performance/price value will become readily apparent.

    The Mac Studio will bring massive salivation to high end premium users. Looks like Mac sales and revenue will increase further. Apple is stepping on the accelerator and leaving everyone in their wake / dust.

    Nobody, but NOBODY saw the Mac Studio and M1 Ultra coming!!

    4
    March 8, 2022
    • Bart Yee said:
      What a genius presentation!! Cover the consumer value iPhone with the SE 5G, the lower premium tablet market with new M1 iPad Air, and now blast through the premium high end, dare I say Graphics Workstation market for high end Video, Special FX, Post Production movie and TV content creation with the M1 Macs, M1 Ultra, Mac Studio. And the tease for the Mac Pro!!

      Remember seeing the long scroll at the end of ANY movie or TV show crediting all the computer graphics professionals (hundreds if not thousands each)? Well, 50-90% of them are working with 1-3 year old PC’s and Macs which have just now been made obsolete! Probably 75% of them are now drawing up their wish lists for new Mac studio and M1 Ultra computers while the other 25% will hold out for the new Mac Pro with M1 Ultramet ™ or UltraMax ™.

      I pity the poor major studio and post production houses’ CTO, CIO, and CFO’s who now have to reconfigure their hardware and software budgets.

      Apple, LET THE MAC ULTRA GOOD TIMES ROLL!! If you think Mac sales have been great, 2022 has a surprise for you!

      5
      March 8, 2022
    • Charles A. said:
      Actually, the Mac Studio had been making the rounds on Apple rumor sites in the last couple of days.

      1
      March 8, 2022
  7. Fred Stein said:
    Love the “studio” branding.

    3
    March 8, 2022
  8. Greg Lippert said:
    Mac Studio, what I’ve been waiting years for! Time to upgrade!

    3
    March 8, 2022
  9. Bart Yee said:
    Some flop, eh Barron’s? Wonder what they’ll say today?

    “Same old incremental changes to long running products, and raising the SE 5G by $30. How does Apple expect to remain competitive in the lower end smartphone price tiers?

    Even the new Mac Studio doesn’t look much different to the Mac Mini, just a bigger box. And the prices, how can they justify $2000, $3000, and even $5000 configurations even with the new M1 Ultra? Apple has certainly missed the boat here.”

    Haters gonna hate.

    8
    March 8, 2022
  10. John Konopka said:
    The new iPhone colors are smart. Gruber pointed out last year how people told him there was a new iPhone when he new it was just a new color. For those who don’t marinate in this the new color will drive some sales.

    The iPad Air is amazingly inexpensive, IMO. $600 for all of those features, performance and reliability. Using the inflation calculator I find that $600 corresponds to ~$67 when I was in 8th grade. Back then I could scrape that up with odd jobs and I would have been over the moon with a tablet like that.

    We’ll see how the SE sells. $429 is Apple’s price I’m sure we’ll see lots of deals with the SE bundled with free stuff (headphones, cases, …) to make it effectively cheaper.

    The Mac Studio is just awesome. Watching the part about the M1 Ultra was like technology porn. Those speeds and bandwidths were just incredible. Definitely getting one later this year.

    Curious that he said just one more product coming; Mac Pro. People are also expecting a high end iMac. Maybe the Mac Studio replaces that? Why do both?

    1
    March 8, 2022
  11. Bart Yee said:
    iPad Air uses M1 8 core CPU, 8 core GPU and 16 core Neural Engine.

    The iPhone SE 5G uses the A15 with 6 core CPU, 4 core GPU and 16 core Neural engine. This is the same M1 used in the iPad Mini, iPhone 13 mini and iPhone 13, and slightly less powerful than the A15’s used in the iPhone 13 Pro and Pro Max.

    1
    March 8, 2022
  12. Greg Lippert said:
    Bought the Studio Ultra and the new monitor to replace my 27″ iMac from 2015. What I’ve been waiting for!

    Got the stock option:
    Apple M1 Ultra with 20-core CPU, 48-core GPU, 32-core Neural Engine
    64GB unified memory
    1TB SSD storage

    Bought 5 minutes after the store reopened and shipping slipped to mid-April.

    Oh well I’ve waited three years what’s another few weeks!

    7
    March 8, 2022
    • Romeo A Esparrago Jr said:
      OMG Big Congratz!!
      ::: drool :::
      Livin’ the Dream!

      3
      March 8, 2022
  13. David Emery said:
    So, half the bulk of the ‘Mini Studio’ height is the passive cooling system? That’s what it looks like from the cut-aways on the Apple website. No user upgradeable parts?

    0
    March 8, 2022
    • David Emery said:
      Yeah, plus the heat sink is made of copper, not aluminum.

      0
      March 9, 2022
  14. Robert Paul Leitao said:
    Thank you to the Apple 3.0 subscribers who joined us for the post-event roundtable over Zoom! We will be continuing the conversations about today’s product announcements both in the comment section on this blog post and in the apple-products-and-services channel in the Apple 3.0 Slack group. For subscribers who have yet to join our Slack group for continuing conversations, please ask Philip for an invitation.

    2
    March 8, 2022
  15. Bart Yee said:
    Nice how John Ternus teased about Apple Silicon:

    “making our transition nearly complete with just one more product to go, Mac Pro, but that is for another day.”

    What else could Apple Silicon do? How about a M1 UltraMax or M2 4-die-M1 Max-fully interconnected SOC with 228 Billion transistors, 256GB of unified memory, 40 core CPUs w/32 high performance cores and 8 high efficiency cores, plus 64 to 128 core GPU, and 32 to 64 core Neural Engine for machine learning? Add 4 video decode, 8 video encode and 8 ProRes encode/decode engines while keeping or expanding on the 800GB/second bandwidth memory subsystem.

    Couple that with up to 16TB or 32TB SSD combinations on a super high bandwidth, massive external connectivity. This is essentially a fully interconnected pair of M1 Ultras in one package, optimized for super premium performance.

    The interesting part will be what does the newest Mac Pro enclosure now look like? The massive PC-esque tower will be a thing of the past, probably infuriating PC gamers and DIY builder young adult males and their hybrid liquid-air cooling systems, multiple fans and 1000 watt power supplies, and internal LED accent lighting.

    In the Mac Studio and upcoming Mac Pro will emasculate some and super empower all at the same time. Massive personal and professional computing power meets Apple Design and hopefully banishes the big and heavy box computer for all but PC users. PC makers stuck in motherboards with multiple I/O and video slots, massive inefficient cooling and connection thinking, plus still dependent on high power with high heat Intel CPU’s and GPU’s will never catch up or even be able to copy Apple’s designs.

    1
    March 8, 2022
  16. Bart Yee said:
    Nary a mention about gaming performance on the M1 Ultra platform but anyone could tell this platform would be a huge leap in performance and capability. Certainly AAA game developers could see the difference in designing and rendering games on Mac M1 Ultra machines, we’ll just have to see if that leaks out to the gaming public and justifies a $5000 to $6000 gaming rig?

    If Apple can get more major AAA games to port over to MacOS to take advantage of the M1 Ultra platform, look out!

    2
    March 8, 2022
    • Fred Stein said:
      Glad you brought up gaming.

      Imagine how many highly optioned Studio systems, with 2 or 3 monitors each, Apple will sell to game developers. And consider the TC and Movie industry. We can estimate ASPs at $10K and up.

      1
      March 8, 2022
  17. Bart Yee said:
    One last comment – with this much computing power now available, Apple, where is the M1 Max or M1 Ultra Local or Cloud Server design? Besides massive performance gains, a server farm saving literally 1000 KWH per device per year could substantially reduce power, cooling, and footprint environmental impacts.

    Of course, potential maintenance or request for internal SSD maintenance may require a more operator friendly enclosure, or simply replace and plug any faltering unit.

    I would love for Apple to create and sell this, the presentation and operating costs analysis would be very entertaining.

    1
    March 8, 2022
    • Fred Stein said:
      I share your dream Bart. Maybe we open a slack channel on where this can go. Some rough thoughts:

      1) Apple’s next M will likely be on TSMC next gen process.
      2) There is still a high performance computing market in the $Bs which comprises many niches. The M may become the consolidator. It will take time to migrate applications and other incumbency issues.
      3) Gene sequencing performance doubles far faster than Moore’s Law creating massive data, which the M can crunch better than anyone.
      4) There is new crypto technique called Fully Homomorphic Encryption, FHE, that seems (my naive view) to be a good fit for M.

      1
      March 8, 2022
      • Bart Yee said:
        @Fred, thanks and good points you make. I didn’t even envision what Cryptominers could do with a Mac Studio M1 Ultra. Considering the costs of ultra high end graphics cards and CPUs reconfigured to add computing power to crypto-mining boxes, the Mac Studio offers a much cleaner environmentally friendly alternative with superior computing power.

        While I agree the next M series CPU (like a Quad interconnected M1 Max die) should be constructed on the TSMC 5nm enhanced, 4nm intermediate, or upcoming 3nm process nodes, the first two are full up with A15 and upcoming A16 Mobile CPU production while the 3nm is still encountering teething issues and may not be fully ready yield or quality wise till past 2H2022, even putting the A16 back onto the 5nmE/4nm intermediate processes. Since the iPhone needs are much much higher, the Mac M1 series will have to take somewhat lower priority. Besides, high reliability and yield on a solid and known 5nm process gives a solid foundational and reputation sl setting to bring further advances in the near (5 year) future. Apple is leaping further ahead here and plans to stay out ahead.

        Agree completely on need to migrate many many more application to MacOS and specifically optimize them for M1 Max and Ultra. Incumbency of current PC/Windows hard/software and MacOS learning curve are real problems but the performance gains may motivate many.

        Molecular Bioengineering and biostatistics are also important computing areas, as is weather and other forecasting simulations.

        0
        March 9, 2022
  18. Robert Paul Leitao said:
    Fred and Bart: We have an existing Apple 3.0 Slack group channel on Apple Future Products. You are welcome to make use of that channel for ongoing conversations. We can also create a channel for discussions on, for example, Apple’s chip roadmap, etc. Please let me know how I can be of service.

    2
    March 8, 2022
    • Bart Yee said:
      Thanks Robert, at some point I should join up.

      Meanwhile, anyone consider what an M1 Ultra equipped Mac Studio-like computer, properly ruggedized and optimized for an automotive environment, could do for EV vehicle power train and suspension management, potential augmented navigation, partial assist or fully autonomous driving (especially with reliable 5G intercommunication), etc.? Everyone had been wondering if the M1 would have enough power for this application, then the M1 Max whet the appetite for potential, and now the M1 Ultra might fill the bill, a pair for redundancy.

      Or form the primary central computing hub of a fully integrated yet distributed computing power Apple Home?

      Or the central nexus of an office computing network with internal and external firewalls and fully encrypted communications with the rest of the company? Not sure whether the central and slave terminals idea or central Mac Studio and peripheral Mac Mini M1’s fulfill the needs, so may options.

      0
      March 9, 2022
  19. Bart Yee said:
    A commentary from 9to5Mac on already lengthening wait times (Apr-May) for Mac M1 Max / Ultra Studio builds:

    “Apple always figures that the low-end will be what’s in demand. They don’t seem to grasp that there are power users waiting for the powerful stuff with pent-up demand.”

    And

    “Yea. The margins on the top end stuff must be fantastic, yet they are currently pushed until May! You’d think from a business standpoint they would make more of the $$$ stuff to sell to help bump the bottom line.
    As a shareholder I find their lack of taking easy profits concerning.”

    My response:
    “Kerry & Kevin, realize we’re still in a pandemic, there’s still a chip shortage, & Apple’s M1 Max chips are being used in other Mac products. No one quite knows M1 Ultra chips yields from TSMC’s 5nm process but let’s assume it’s good, but larger dies means ~45%-55% less usable chips per wafer compared to M1 Max, & we’re not even counting non-up to spec chips.

    The other consideration is because of various configuration choices, these Mac Studio builds are semi- to fully custom, every order likely comes from someone who looked carefully at all options & made very specific choices. At these prices, it’s not unlike personalizing a Porsche! Wouldn’t be surprised if there was optional laser engraved name or company logos on the casing or front.

    Besides, as demand ramps up, Apple gets a much better picture of what to tell their assembly partners who figure how many workers they hire to meet production & testing demands. Couple that w/packaging orders, shipping arrangements, + component & subassembly lead times. The supply chain, probably JIT (just in time) logistics runs better w/known demand rather than having excess parts inventory waiting around to be assembled.

    And frankly, when eager potential owners hear about wait times starting to stretch out, FOMO takes over, orders rapidly evolve & get put in. The wait makes the final delivery all the more delicious. Apple understands how to market, mange supply chains, excite / motivate / salivate / & finally satisfy its users. It is what it is.

    As for “easy profits”, Rev & profits will roll in as product gets shipped. This user demo is very particular & won’t tolerate anything but beautiful & fully operational w/reliability, especially at these price levels. As a new design & concept, surely Mac Studios have been tested & validated, but Apple must assure all new Mac Studio combos & configs test out flawlessly from assembly / fit & finish, to aesthetics & functionality. Once users receive & put their Mac Studio in use, reviews & word of mouth will multiply.

    These new products provide a March Quarter boost, but will buoy June quarter’s usual seasonality as chip constraints relax. iPhone 13 will remain robust & steady. All this despite world geopolitical turmoil, macroeconomic issues + persistent pandemic.

    0
    March 9, 2022

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