Apple saved up some announcements from September’s “Wonderlust” event for a late October PR blitz on the eve of Halloween in an event it called “Scary Fast”.
Scary Fast focused on the latest releases of the Mac, Macbook, and the M3 chips that drive them.
The new M3 chip was the star of the show with its 25 billion transistors and a 12-core CPU and 10-core GPU that claims to be 65% faster than the M1 on graphics performance.
This provides enhanced graphics performance and allows for smoother and more detailed visuals in applications that demand high-quality graphics and makes the computers running them much more friendly to gameplay.
There are three versions, the M3, M3 Pro, and M3 Max.
The chips come in all the new Macs including the entry-level 14-inch Macbook Pro for $1599 which is $400 lower than expected.
The entry-level Mac comes with the normal M3 chip and 8-core CPU, which most users will want to upgrade.
The larger 16-inch Macbook Pro starts at $2499 for the M3 Pro with a 12-core CPU and 18-core GPU and upgrades the whole way to the M3 Max with a 14-core CPU and 30-core GPU for $1K more.
All the devices are power-optimized with an expected battery life coming in at 22 hours.
The announcement also covered the new iMac desktop computers also available with the new M3 chips and available in a variety of new colors.
In a clever piece of cross-marketing, the entire video for the event was captured on the new iPhone 15 Max and edited on a Mac.