Apple is once again preparing to shake the market with ‘air’. Tim Cook, CEO of Apple, posted a short video message on the social media platform X (formerly Twitter) on the 3rd (local time) saying ‘There is something in the air’, hinting at a new product release. Using an iconic phrase that was used during the unveiling of the original MacBook Air in 2008, the industry is regarding the announcement of the next-generation MacBook Air with M4 chip as a given.
The new MacBook Air is expected to offer up to 25% improved CPU performance and enhanced AI processing capabilities compared to its predecessor, with the latest M4 chip. Particularly notable is the significant improvement in AI-based tasks like machine learning, image processing, and voice recognition, thanks to a 16-core neural engine. Additional features include Wi-Fi 6E, Bluetooth 5.3, a 12MP Center Stage camera upgrade, base 16GB RAM, and up to 2TB storage. The design is expected to maintain the characteristic slimness of the Air line, with the notch design remaining the same.
This announcement method is also unprecedented. Instead of a large-scale event, Apple built up anticipation with a single short teaser video on X. This move veers away from the traditional methods Apple has displayed in recent years for major product launches, aiming to garner maximum impact with minimal information through a blend of mystery and symbolic phrases. Industry analysts suggest that Apple is strengthening its strategy of maintaining market dominance through surprise announcements, beyond the periodic unveiling of new hardware products.
While interest is concentrated on the M4 MacBook Air, there are projections that this announcement could serve as a prelude for the entire ‘Air’ lineup. Discussions suggest that the next iPad Air could be unveiled in April, and there might be innovative attempts like the ‘iPhone 17 Air’ in the latter half of the year. Additionally, subsequent product releases such as Mac Studio and iPad Pro based on the M4 chip are reportedly in preparation.
The primary reason why this announcement is drawing attention is that it signifies more than just the unveiling of a new product. By first applying the M4 chip to the symbolic product of the MacBook Air, along with enhanced AI performance, Apple is signaling an intention to reestablish its technological superiority in the PC market. With intensifying AI competition, there is interest in whether the MacBook Air can once again resurrect as a symbol of innovation.
If the actual unveiling occurs within the week, the global IT market is closely watching whether Apple will once again dominate the market with ‘Air’ as it did in 2008.