Apple event full video: Watch replay of 2023 'Wonderlust' event announcing new iPhone 15

last apple presentation

Apple unveiled its latest products and updates Tuesday during it's annual keynote presentation, called "Wonderlust," as it continues turning product announcements into must-watch events.

The event was held on Apple’s campus at the Steve Jobs Theater in Cupertino, California. The event started at 1 p.m. ET, or 10 a.m. PT on the West Coast.

The new iPhone 15, Apple Watch, AirPods, iOS 17 update and USB-C charging ports were announced. You can read more about all of the new products and features here .

You can watch a full replay of the "Wonderlust" event at the embed at the top of the page or on Apple's YouTube channel.

Apple event 2023: Updates on new iPhone 15, iOS 17, USB-C charger, more

  • Apple Event

iPhone 15 event live blog: all the news from Apple’s keynote

We’re on the ground in cupertino for the launch of apple’s next phones and watches — and the big, long-awaited change from lightning to usb-c..

By Verge Staff

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Illustration of the Apple logo on a yellow and teal background.

Get ready to buy some new cables. Apple is about to announce the iPhone 15 and, with it, a change from Lightning to USB-C. It’s one of the biggest changes to the iPhone in years — and one that’s likely to infuriate as many people in need of new cables as it does excite those who are happy to consolidate around just one.

Alongside the iPhone 15 and 15 Pro, Apple is also expected to introduce new Apple Watches. The Apple Watch Series 9 and Apple Watch Ultra 2 are expected to be modest updates focused on internal improvements. We’re also expecting a new line of accessories using a more sustainable material and possibly some other gear — like an updated AirPods Pro case — that shifts over to USB-C as well.

The event starts at 1PM ET / 10AM PT, and you’ll be able to follow along with the latest here. We’ve got an embed of Apple’s YouTube stream, and our own team is on the ground reporting live with photos and videos. Apple’s in-person presentation usually runs slightly ahead of the streamed one, so you can follow along below to get the details as they’re happening.

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More from this stream iPhone 15 event: all the news on Apple’s new phones

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Here's everything Apple just announced: A new iPhone, iPad Air, Mac Studio computer and more

This is CNBC's live blog covering everything Apple announced on Tuesday in an event streamed from its Apple Park headquarters in Cupertino, California.

Apple just wrapped up its first product event of the year. It focused on a new affordable iPhone, an update to the iPad Air and its latest, most powerful Mac chip, which will make its debut in the new Mac Studio computer. Here's are some highlights from the event:

  • A new budget iPhone
  • New colors for the iPhone 13 and iPhone 13 Pro .
  • A new iPad Air.
  • The Mac Studio computer with Apple's new M1 Ultra chip.
  • The new 27-inch Studio Display monitor.

And Apple teased a new Mac Pro, but said it'll talk about that at another event.

You can also watch Apple's presentation on YouTube right here:

Here's everything Apple announced.

That's a wrap on Apple's launch event

Apple wrapped up its launch event in just under an hour. Thanks for tuning in with us. — Kif Leswing

Apple hints that a more powerful Mac Pro is yet to be released

After announcing the Mac Studio, Apple's head of hardware John Ternus teased that it would release a more powerful new Mac Pro model in the future.

"One more product to go: Mac Pro. But that's for another day," Ternus said.

— Kif Leswing

Apple introduces Studio Display

Apple announced its new Studio Display on Tuesday.

It offers a 5K Retina 27-inch screen, speakers and has a built-in camera. Users can also choose between an all-aluminum enclosure with a tilting stand or a tilt and height-adjustable stand option. The screen can also be used to fast-charge Apple's latest MacBook Pros when it's plugged in.

It costs $1,599 and is available for pre-order today.

—Jessica Bursztynsky

Apple announces Mac Studio with M1 Ultra chip

Apple introduced the first new Mac model in years with the Mac Studio, a display-less desktop computer. It's a cube-shaped aluminum box with USB-C ports and a SD card slot on the front.

It's taller than the existing Mac Mini. The additional height is used for big fans to keep the computer's temperature down.

Apple also announced a separate 27-inch display called Studio Display with 5K resolution, equipped with an Apple chip, speakers, and built-in camera.

The computer uses the high-performance M1 Ultra processor, which the company says has more power than its existing M1 chips.

The Mac Studio with an older M1 Max chip starts at $1999. The model with an M1 Ultra starts at $3999. The Studio Display starts at $1599.

Apple said that the M1 Ultra basically doubles the size of Apple's previous M1 chips using a connection technology it calls UltraFusion. Apple said it has more transistors than any other PC chip and includes a 64-core graphics processor.

Apple said that the Mac Studio with M1 Ultrais 80% faster than the top-of-the-line Mac Pro, which retailed for over $50,000 .

"We've transitioned nearly every product in the Mac lineup to Apple Silicon," Cook said.

Apple announces new iPad Air with M1 chip, starting at $599

Apple reveals new iPad Air with M1 chip, starting at $599

Apple announced a new version of its mid-range iPad, the iPad Air. It uses Apple's M1 processor, which is the chip used in the pricier iPad Pro and MacBook Air models. It also has optional 5G support.

Its front-facing camera was upgraded to a 12-megapixel camera with a wide angle lens, which enables a feature called Center Stage that can follow subjects as they move around in the frame while videoconferencing.

It will cost $599, with optional storage space and cellular upgrades. It's the same price as it retailed for before. It will hit store shelves on March 18.

The iPad Air was most recently updated in 2020. — Kif Leswing

Apple unveils new budget iPhone SE, costs $429

Apple unveils new budget iPhone SE that costs $429

Apple just announced a new budget iPhone SE, which is the successor to the 2020 model but with 5G and the latest iPhone processor, A15.

The device looks like the previous iPhone SE, with a 4.7-inch rectangular display, and a TouchID fingerprint sensor. It's equipped with a 12-megapixel rear camera.

It will retail for $429 and will hit store shelves on March 18. That's more expensive than the $399 model Apple launched in 2020 and is a surprise bump in price.

Apple CEO Tim Cook said the device was ideal for people who like smaller phones. — Kif Leswing

You can get a green iPhone 13 soon

Apple is adding two new colors for its iPhone. People can pre-order the iPhone 13 in "green" and the iPhone 13 Pro in "alpine green" starting Friday.

Apple announces deal with MLB, will air games on Friday nights

Apple said that it will air two exclusive Major League Baseball games on Friday nights, marking Apple's first entry into live sports .

Apple said it will air live pregame and postgame shows, and it will be free from local broadcast restrictions, and won't require an Apple TV+ subscription for now.

It will air in United States, Canada, Australia, Brazil, Japan, Mexico, Puerto Rico, South Korea, and the United Kingdom, Apple said.

But, it comes a week after MLB canceled opening day due to the ongoing lockout.

Apple CEO Tim Cook takes the stage

We've started. Cook has taken the stage and said this will be the first launch event this year. — Kif Leswing

Over 150,000 people are watching the livestream on YouTube

Five minutes before Apple's show is about to start, over 150,000 people are streaming the event on YouTube . It's a sign that Apple can still generate huge consumer demand for its products through its carefully choreographed launch events. Last year at the iPhone 13 launch , over 300,000 viewers tuned in five minutes ahead of time. — Kif Leswing

Expect news on the iOS 15.4 update for iPhones

Look for news on a release date for Apple's latest iPhone and iPad software. The iOS 15.4 update is expected to include a long-awaited revision to the face ID feature, which would allow users to unlock their iPhone while wearing a mask, just as masks mandates are lifting nationwide. Other features include a new emoji and a new payment product allowing iPhone users to accept credit card payments without additional hardware.

-- Sarah Alessandrini

Apple CEO Tim Cook invites customers to "take a peek"

The tagline for Tuesday's event is "peek performance." While the marketing taglines often don't entirely line up with what's released, Apple has been applying broad themes to its launches since they went remote in 2020 — last year's was "spring loaded." — Kif Leswing

Apple's Mac business is on fire thanks to its M-series chips

Apple hasn't said what it plans to release today, but if it does end up releasing new Mac models, as bloggers and media reports have suggested , it will add further momentum to Apple's oldest product line.

In the most recent quarter ending in December, Apple reported $10.8 billion in Mac revenue, which was up 25% year-over-year. Macs were a bigger business in terms of sales than iPads in 2021.

Apple's Mac is experiencing a rebirth thanks to new models that sport better battery life, powered by Apple's M-series chips. Apple announced a move away from Intel in 2020 in favor of chips it originally designed for its iPhones but it later customized for laptops and desktops. A new powerful Mac model on Tuesday would be another big step in that transition to a computer lineup entirely powered by Apple chips. — Kif Leswing

Apple's online store is down

Apple's online store is down , to nobody's surprise. The company has a long held tradition of closing its online store to customers until its launch event is over, partly to build hype, partly to keep people from buying a product that will be outdated or cheaper minutes before a new one is announced.

Expect a new low-cost iPhone priced around $399

Reports have suggested that we'll see a new low-cost iPhone today. My guess is a successor to the iPhone SE that launched in 2020 for $399 , but with 5G and the same processor Apple includes in the iPhone 13. The phone would cater to people who still want a home button and don't need all of the flashy features of Apple's more expensive iPhones. One thing to watch: will Apple keep the current iPhone SE around and sell it for even less? At $199 it might compete better against similarly priced Android phones.

--Todd Haselton

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Everything Apple Announced During Monday's 'Scary Fast' Event

Apple's "Scary Fast" 5:00 p.m. Pacific Time event was over in the blink of an eye, but if you missed it because of the unusual time, we have a quick overview of everything that Apple announced. If you want to watch the video in full, it only lasted a half an hour, because all Apple introduced was the new M3-series chips in MacBook Pro machines and iMacs.

MacBook Pro

  • Apple Announces New 14-Inch and 16-Inch MacBook Pro Models With M3 Series Chips
  • Apple Unveils New Space Black MacBook Pro Color for M3 Pro and M3 Max
  • New M3 MacBook Pro and iMac Models Now Available for Purchase
  • Apple's New MacBooks With M3 Chips Offer Up to 22 Hours of Battery Life
  • 16-Inch M3 Max MacBook Pro Now Costs $7,200 With All Upgrades
  • New 14-Inch and 16-Inch MacBook Pros Feature 20% Brighter Displays
  • Apple Announces New iMac With M3 Chip
  • M3 iMac Gains More Maximum Memory, Wi-Fi 6E and Bluetooth 5.3

Everything Else

  • Apple Event Live Blog: MacBook Pro and iMac Updated With New M3 Chip Family
  • Apple Discontinues 13-Inch MacBook Pro With Touch Bar
  • Magic Keyboard, Magic Trackpad, and Magic Mouse Still Feature Lightning Instead of USB-C
  • Apple's USB-C to MagSafe 3 Cable Now Available to Order in Space Black

The M3 iMac and MacBook Pro models can be ordered now, with the first orders set to ship out to customers next week. The M3 and M3 Pro machines will be available immediately, while M3 Max machines will ship out later in November.

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Top Rated Comments

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Gurman for the win. That black color tho. Sleek.

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They must be saving the Apple Polish Cloth Pro 2 for its own event.

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Watch Today's Apple Event Right Here

It’s the first half of March, which has a special meaning for all of us in gadget-land: Some new Apple hardware is about to materialize. The company faithfully drops new computing devices just before the vernal equinox, and this year is no exception.

Apple announced last week that it’s going to host its first hardware event of the year on Tuesday, March 8 . The festivities kick off at 10 am Pacific, 1 pm Eastern . The preproduced, virtual event can be streamed a few different ways, including right here on this page. I list some alternative viewing options below.

Apple used the title “Peek Performance” on the event invitation that was sent out to the media last week. The use of the word “peek” feels a little strange in the wake of a recent bout of criticism that Apple’s AirTags trackers can potentially be used to stalk people . As always, the actual meaning of the teaser title is up for speculation, but the accompanying graphic on the invite that shows an array of Apple logos in different colors suggests Apple may offer some or all of its new devices in different color options.

It’s very difficult to know for sure what Apple will announce today, but we can make some informed guesses based on the product release schedules the company has historically followed, plus previously reported rumors.

It’s likely we’ll see a new 5G version of Apple’s more affordable iPhone SE model. We should expect the low-cost iPhone model to start around $400 with 3 GB of RAM. (For more on all the differences between iPhone models, check out our iPhone buying guide .)

Also likely is a new iPad Air powered by the company’s A15 chip. This updated iPad model would likely come with an improved FaceTime experience and the addition of features like Center Stage, which recognizes the humans in the shot and highlights them accordingly.

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Another possibility is a new 13-inch MacBook Pro, likely with an option that utilizes Apple’s latest processor, the M2 chip. There’s also a possible successor to the Mac Mini, which last saw an update in 2020. This higher-end model could have options fitted with Apple’s M2, ‌M1 Pro‌, and ‌M1 Max‌ chips. Rumors abound of a 27-inch ‌iMac‌ with M1 Pro and M1 Max chips, but those desktop PCs are more likely to be announced later this year.

Apple could also announce a release date for iOS 15.4, the latest version of the company’s mobile operating system. It’s currently in beta, but when released it will bring an array of new features to the iPhone.

The event starts at 10 am California time. You can watch the video live right here on this page, on Apple’s events website , or on Apple’s YouTube channel .

You can also watch it in the Apple TV app. Now that Apple has its own streaming service, it also has a dedicated video app on mobile devices, Apple TV boxes, Roku boxes, most streaming sticks, and in some smart TVs. You can open that app and find the option to stream today's event whether you subscribe to the monthly Apple TV+ streaming service or not.

We'd recommend launching the stream on your television, using either your YouTube app or the Apple TV app; watching virtual events still isn’t quite as exciting as attending in-person ones, but watching on a larger screen at least makes it feel like an event. Besides, if you watch it on your television, that frees up your laptop for arguing about the new machines with your Discord buddies in the metaverse.

Expect Apple's presentation to last anywhere from 60 to 90 minutes. The company has a tendency to spring “one more thing” on us at the end of its events, so there’s always plenty of room for surprises. And, of course, once the event ends, come back to WIRED.com. We’ll be rounding up the most significant news and offering our analysis of the event.

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Every ‘One more thing’ Apple has ever announced

Martyn Casserly

Steve Jobs will go down in history as one of the most influential CEOs of modern business. Aside from his feat of taking Apple from the verge of bankruptcy to one of the most profitable entities in the world and popularising dressing down for big events in the process, he was also a master of the keynote address.

A born salesman, Jobs took the stale format of announcing products and turned it into a showcase for iPhones, iPads, Macs and everything else that would improve the viewer’s life through their implied magic. And the pinnacle of this theatre was his ‘one more thing’ routine, where the address seemed to have ended, only for Jobs to return and unveil another product.

Since his passing, Apple has brought the technique out of retirement very rarely; the first of these was when Tim Cook revealed the Apple Watch in 2014. But while it may be (mostly) gone, to Apple fans it’s certainly not forgotten.

Here, then, is a complete guide to all of the products and innovations that Steve Jobs added on at the end.

Apple AirPort

The first product to receive the Jobs treatment was the Apple AirPort back in 1999. This was during a keynote (these were often referred to as Stevenotes) at the Macworld Expo in San Francisco.

22in Apple Cinema Display

AirPort was followed shortly afterwards by the 22in Apple Cinema display, which Steve literally pulled the covers off and wheeled to the centre of the stage at the Macworld Expo in New York.

iMac DV & iMovie

To finish the year Jobs also introduced the iMac DV (Digital Video), the first Mac with FireWire ports, and the new iMovie software. Both signalled Apple’s intent to bring video editing to the masses.

Returning to the Macworld Expo in San Francisco, Jobs this time used his trick to reveal a new graphical user interface design for macOS called Aqua. He said the name was because the graphics needed to be “liquid” and that one of the design goals was “that when you saw it you wanted to lick it!”

Power Mac G4 Cube

Macworld Expo New York later that year brought the Power Mac G4 Cube, where Jobs demonstrated that the Apple engineers had shrunk the power of the standard Power Mac G4 down to a quarter of its size, all without the need for a fan so it could run silent.

PowerBook G4

Only one product received the ‘One more thing’ treatment in 2001, but it was a good one, as Jobs debuted the PowerBook G4 with its Titanium case and impressive components. Jobs said that it was a combination of ‘Power + Sex’, meaning that design had caught up with processing ability.

Apple’s design team were on fire during this period and for many people the iMac G4 that Jobs revealed at the New York Macworld Expo remains the most beautiful computer the company ever created.

Inspired by angle-poise lamps, it featured a 17in landscape display suspended on the end of an adjustable arm, and a domed base housing all the components. A real stunner.

iPod compatible with Windows

Another key announcement in 2002 was when Steve turned back to the audience and shared the news that iPods would now be able to work with Windows PCs.

Power Mac G5

At WWDC 2003 Jobs was in jovial mood. After the tech specs of the new Power Mac G5 accidentally appeared on Apple’s website the week before, he joked that the company had suffered from ‘Premature specifications’.

The Power Mac G5 was no laughing matter, though, featuring a G5 chip and dubbed by Apple “the world’s fastest personal computer”.

12in PowerBook G4

The same year also saw the introduction of the 12in PowerBook G4, giving users the formidable abilities of a PowerBook in a far more portable frame.

iPod mini colours

The ‘One more thing’ for 2004 was a slight embellishment that followed Jobs’ reveal of the new iPod mini, as at the end of the announcement he used the phrase to show that the devices came in a range of colours.

30in Apple Cinema Display

Using the title ‘A huge day in the history of big’ Steve Jobs unveiled “the largest high-resolution computer display ever” when Apple introduced the then-enormous 30in Apple Cinema Display.

iPod shuffle

The next ‘One more thing’ was at the other end of the scale, with the iPod shuffle being a tiny version of the all-conquering music player built specifically around the shuffle mode.

Another significant moment for Apple was when Jobs announced that the iTunes store would now be selling TV shows to watch on its devices.

MacBook Pro

Apple retired the PowerBook line of laptops in 2006, replacing them with the MacBook Pro line which still continues to this day.

With the iTunes store now offering music, movies and TV shows, Apple needed a way for customers to enjoy this content on their televisions. So it announced the upcoming arrival of iTV, which in turn would be renamed Apple TV in time for launch.

Safari for Windows

With Apple wanting to increase the market share of its browser, the decision was made to create a version for Windows. It was a nice idea but proved a rare misstep for the company during this period.

Next-generation MacBook

In response to demand from customers, Apple introduced a new version of the MacBook that featured a full-metal enclosure, faster graphics and LED backlit displays.

iPod nano (with camera and speaker)

With dedicated digital video cameras like the Flip gaining popularity, Apple made a bid for the market by building one straight into the new iPod nano, replete with a speaker so you could enjoy the footage you shot right there on the device.

In his usual theatrical manner, Jobs revealed the new FaceTime app for iPhone 4 by sitting in a chair and calling Jony Ive, whose face appeared on the large auditorium screen for all to see. Thus, Apple’s video calling technology was introduced to the world.

Apple TV (2nd gen)

Refining its streaming box, Steve pulled back the covers on a much smaller version of the Apple TV, utilising the ‘hockey puck’ design that is almost exactly the same a decade later.

MacBook Air

While Steve Jobs pulling the original MacBook Air out of an envelope was probably his most iconic moment, the second generation that was the subject of his ‘One more thing’ in 2010 would prove to be the template for nearly all ultrabooks that followed.

iTunes Match

Steve Jobs’ own very last thing was not an innovative piece of hardware, but instead a way for people to sync their iTunes library to the cloud.

Maybe this is a fitting end, though, as the man who shocked the world when he introduced the iPod and told people they could have 1,000 songs in their pocket bowed out with an innovation that meant people could now easily store their entire music collection and share it between their devices.

‘One more thing’ made its return in 2014 when Tim Cook announced the Apple Watch. It’s hard to know whether the product itself or the invoking of the phrase got more cheers and applause.

It turned out to be an excellent product, though, and now, with the expected arrival of the Apple Watch 6 looming, it looks certain to continue its dominance of this emerging technology market.

Apple Music

Tim used the famous phrase the following year too, as the company launched its Apple Music service.

“We have great respect for these words,” said Tim Cook at the Apple Park CA in 2017, “and we don’t use them lightly.” So it should be no surprise that they were reserved for the unveiling of the iPhone X, which Apple heralded as the device that would set the tone for the next decade, as the original iPhone had done for the previous one.

Since then, they’ve gone into retirement again, but we’re sure at some point a product will be worthy of a quick smile, a long pause, then the promise of ‘one more thing’.

Author: Martyn Casserly , Contributor

last apple presentation

Martyn has been involved with tech ever since the arrival of his ZX Spectrum back in the early 80s. He covers iOS, Android, Windows and macOS, writing tutorials, buying guides and reviews for Macworld and its sister site Tech Advisor.

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Observations on apple’s ‘far out’ event from one who has covered apple for 40 years.

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Apple's announcements delivered on not only great new products, but the delivery format is also ... [+] noteworthy.

Now that it has been close to a week since Apple's Far Out event, where Apple launched iPhones, Apple Watches, and AirPods, I have had more time to reflect on this year's mobile devices launch.

I have covered Apple for 40 years and have only missed four public events Apple has had during that time. Unfortunately, I missed one due to a triple bypass I had the Friday before WWDC in 2012.

I say this to point out that I have a historical perspective on Apple launch events and their evolution. First, I was at the Mac launch in 1984. Then, I was in the third row when Apple launched the iPhone. Suffice it to say that I have seen Apple evolve its event presentations dramatically over these years and something Tim Cook said in his opening remarks about Apple events bears pointing out.

Through 2019, Apple held all launches as in-person events. However, Covid forced Apple to drastically change how they introduce products by moving these events to online-only launches. In the summer of 2020, Apple's WWDC shifted to an online conference. That fall, Apple had two online events to launch new iPhones and Macs. All 2021 events were online only as well.

Since then, all Apple launch events have been videoed. More importantly, taping them in advance changes how Apple presents new products. In the past, the live events took months of planning and sometimes weeks of rehearsals. Testing product demos on stage dozens of times; even then, some failed during the live events.

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More problematically, the schedules of Apple's execs were turned upside down as they needed to do pre-event rehearsals at the event site. This scheduling demand took them away from performing their leadership roles and temporarily put many projects on hold.

Tim Cook called out this manner of launching new products via taped messages and that millions of people can now see it is a big deal. It shifts the form of past product launches being town hall-like events for media to one that can be viewed and reviewed on demand.

The recent iPhone 14 launch highlighted this new format. Although hundreds were invited to the Steve Jobs Theater to see the launch in person, those who attended saw the exact taped event everyone saw from their work or homes. The only difference for those in the Theatre is that Tim Cook came out to greet us and launch the video and came back at the end to bid us farewell. Will Apple still hold on-site event launches for the media if the presentation is taped and viewers can watch it from their homes or offices? Yes, for one key reason. After the event, Apple set up a hands-on area for the media to see and touch the launched products. This hands-on gives the press a quick way to show the products to their readers, which adds a rich dimension to their coverage of these events.

Apple has shifted the whole product launch concept to online events that allow anyone interested in what Apple launches to view it in real-time and in the future. They have brought a whole new way to introduce products to potential partners and customers and have now influenced almost all companies to follow suit.

Another big picture theme or shift in Apple's philosophy is their efforts in investing in safety as a service around iPhone and Apple Watch. This new strategic position gives Apple a first-mover competitive advantage. Instead of Apple having tools to monitor your health, thanks to their car crash monitoring and the new satellite link to the iPhones, it trumpets a new mantra - "Apple also has your back."

As Apple continues doubling on product experience intangibles like health, safety, and privacy, their products increasingly become things you want for yourself and your loved ones.

Another vital addition to the iPhone that has not gotten as much play as it deserves is the new image stabilizing feature in the new iPhone 14 Pro. This feature adds a gimbal function so that as you move or run, it stabilizes the videos in real-time. This, too, is a big deal and, in most cases, removes the need for an external gimbal.

The new Apple Watch Ultra has gotten a lot of play since it launched last week, but I wanted to add a personal reason this Apple watch caught my attention.

In 1994 I became a certified diver and currently have almost 100 dives in my dive log book, including two un-caged shark dives in the Bahamas and multiple shipwrecks off of Nassau and Hawaii.

I have owned multiple dive watches over the years, some costing over $1000. The Apple Watch Ultra includes all of the features of those dive watches and even more, including automatically recording a dive and placing it in a unique dive log.

Although the Apple Watch Ultra's primary audience targets extreme sports users, adding the dive watch functions gives it a level of versatility not seen in any mainstream digital watch to date. This watch will be a big hit with serious exercise enthusiasts and divers. For those in this category, the price of $799, which includes the cellular connection, will make the Apple Watch Ultra a big hit.

I have one last observation from last week's launch event. Apple's addition of the satellite link for worldwide emergency access is the first step in what I suspect will eventually add voice calls in the future. Today, a satellite phone call can cost as much as $3.50 a minute and, in some areas, even more. This satellite link is a significant first step, but the game changer would be adding satellite voice calls, making iPhones even more indispensable.

Another important detail about this satellite emergency service is how Apple delivered a foolproof process to ensure it works well. I spoke with Apple Fellow, Phil Schiller , at the event. He explained that Apple had created a series of way stations around the U.S. and Canada that gets the original emergency signal and then routes it to the nearest emergency response team to render help immediately.

This level of detailed planning is in Apple's DNA and is crucial to this new safety-as-a-service part of Apple's unique features.

Tim Bajarin

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Apple unveils the new 13- and 15‑inch MacBook Air with the powerful M3 chip

Two new MacBook Air devices are shown folded and angled from the side.

Blazing-Fast Performance with M3

Final Cut Pro, Stage Manager, and Pixelmator are shown on the new MacBook Air.

  • Game titles like No Man’s Sky run up to 60 percent faster than the 13-inch MacBook Air with the M1 chip. 1
  • Enhancing an image with AI using Photomator’s Super Resolution feature is up to 40 percent faster than the 13-inch model with the M1 chip, and up to 15x faster for customers who haven’t upgraded to a Mac with Apple silicon. 1
  • Working in Excel spreadsheets is up to 35 percent faster than the 13-inch model with the M1 chip, and up to 3x faster for customers who haven’t upgraded to a Mac with Apple silicon. 1
  • Video editing in Final Cut Pro is up to 60 percent faster than the 13-inch model with the M1 chip, and up to 13x faster for customers who haven’t upgraded to a Mac with Apple silicon. 1
  • Compared to a PC laptop with an Intel Core i7 processor, MacBook Air delivers up to 2x faster performance, up to 50 percent faster web browsing, and up to 40 percent longer battery life. 1

Excel and Slack are shown on the new MacBook Air.

World’s Best Consumer Laptop for AI

World’s Most Popular Laptop

  • Two perfect sizes in a super-portable design : With a durable aluminum enclosure that’s built to last, the 13- and 15‑inch MacBook Air have fantastic battery life, are incredibly light, and are less than half an inch thin, so users can work, play, or create from anywhere. The 13-inch model provides the ultimate in portability, while the 15-inch model offers even more screen real estate for multitasking. There’s a perfect size for everyone, from students on the go to business professionals who prefer a larger screen.
  • Gorgeous Liquid Retina display : MacBook Air features a brilliant 13.6- or 15.3-inch Liquid Retina display with up to 500 nits of brightness, support for 1 billion colors, and up to 2x the resolution of comparable PC laptops. Content looks vivid with sharp detail, and text appears super crisp.
  • Support for up to two external displays : MacBook Air with M3 now supports up to two external displays when the laptop lid is closed — perfect for business users, or anyone who requires multiple displays for multitasking across apps or spreading out documents at the same time.
  • Versatile connectivity : MacBook Air with M3 features Wi-Fi 6E, which delivers download speeds that are up to twice as fast as the previous generation. It also includes MagSafe charging and two Thunderbolt ports for connecting accessories, along with a 3.5mm headphone jack.
  • Camera, mics, and speakers : With a 1080p FaceTime HD camera, users will look their best whether they’re connecting with friends and family, or collaborating with coworkers around the world. Users will also sound their best with a three-mic array and enhanced voice clarity on audio and video calls. MacBook Air features an immersive sound system with support for Spatial Audio along with Dolby Atmos, so users can enjoy three-dimensional soundstages for music and movies.
  • Magic Keyboard and Touch ID : The comfortable and quiet backlit Magic Keyboard comes with a full-height function row with Touch ID, giving users a fast, easy, and secure way to unlock their Mac; sign in to apps and websites; and make purchases with Apple Pay — all with the touch of a finger.

Colorful graphics are shown on two new MacBook Air devices.

The Magic of macOS

  • macOS Sonoma : Users can now place widgets right on the desktop, interact with them with just a click, and even access the extensive ecosystem of iPhone widgets on MacBook Air. Video conferencing gets more engaging with great features like Presenter Overlay and Reactions. Profiles in Safari keep browsing separate between multiple topics or projects, while web apps provide faster access to favorite websites. And gaming gets even better with Game Mode.
  • Enhanced productivity : All users, including business professionals, can take advantage of the expansive display on MacBook Air with Split View, or spread out across screens with support for up to two external displays. Features like Stage Manager also help users like students focus on the task in front of them.
  • Better with iPhone : With Continuity, MacBook Air works seamlessly across iPhone and other Apple devices. Features like AirDrop allow users to share and receive photos, documents, and more across nearby Apple devices. Universal Clipboard lets users easily copy images, video, or text from an app on one Apple device, and effortlessly paste them into another app on a nearby Mac. Continuity Camera makes it easy for users to scan or take a picture of something nearby with their iPhone and have it appear instantly on their Mac. And Handoff lets them start a task like answering an email on one Apple device and easily finish it on another.
  • Wide array of apps : MacBook Air comes with powerful apps built in, including FaceTime, Freeform, iMovie, GarageBand, and Photos, as well as productivity apps including Pages, Numbers, and Keynote, making it easy for users to create amazing work. And with thousands of apps optimized for Apple silicon, all of users’ go-to apps run incredibly fast in macOS — including Microsoft 365 and many of their favorite iOS apps.

A person wearing headphones plays a game on the new MacBook Air.

Better for the Environment

  • Customers can order the new MacBook Air with M3 starting Monday, March 4, on apple.com/store and in the Apple Store app in 28 countries and regions, including the U.S. It will begin arriving to customers, and will be in Apple Store locations and Apple Authorized Resellers, starting Friday, March 8.
  • The 13-inch MacBook Air with M3 starts at $1,099 (U.S.) and $999 (U.S.) for education, and the 15‑inch MacBook Air with M3 starts at $1,299 (U.S.) and $1,199 (U.S.) for education. Both are available in midnight, starlight, silver, and space gray.
  • The 13-inch MacBook Air with M2, available in midnight, starlight, silver, and space gray, now starts at $999 (U.S.) and $899 (U.S.) for education.
  • Additional technical specifications, configure-to-order options, and accessories are available at apple.com/mac .
  • With Apple Trade In, customers can trade in their current computer and get credit toward a new Mac. Customers can visit apple.com/shop/trade-in to see what their device is worth.
  • When customers shop at Apple using Apple Card, they can pay monthly at 0 percent APR for their new MacBook Air when they choose to check out with Apple Card Monthly Installments, and they’ll get 3 percent Daily Cash back — all upfront.
  • Every customer who buys a Mac from their Apple Store can enjoy a free Online Personal Session with an Apple Specialist, get their product set up — including help with data transfer — and receive guidance on how to get the most out of their new Mac.

Text of this article

March 4, 2024

PRESS RELEASE

The world’s most popular laptop is better than ever with even more performance, faster Wi-Fi, and support for up to two external displays — all in its strikingly thin and light design with up to 18 hours of battery life

CUPERTINO, CALIFORNIA Apple today announced the new MacBook Air with the powerful M3 chip, taking its incredible combination of power-efficient performance and portability to a new level. With M3, MacBook Air is up to 60 percent faster than the model with the M1 chip and up to 13x faster than the fastest Intel-based MacBook Air. 1 And with a faster and more efficient Neural Engine in M3, MacBook Air continues to be the world’s best consumer laptop for AI. The 13- and 15-inch MacBook Air both feature a strikingly thin and light design, up to 18 hours of battery life, 1 a stunning Liquid Retina display, and new capabilities, including support for up to two external displays and up to 2x faster Wi-Fi than the previous generation. With its durable aluminum unibody enclosure that’s built to last, the new MacBook Air is available in four gorgeous colors: midnight, which features a breakthrough anodization seal to reduce fingerprints; starlight; space gray; and silver. Combined with its world-class camera, mics, and speakers; MagSafe charging; its silent, fanless design; and macOS, MacBook Air delivers an unrivaled experience — making the 13-inch model the world’s bestselling laptop and the 15-inch model the world’s bestselling 15-inch laptop. Customers can order starting today, with availability beginning Friday, March 8.

“MacBook Air is our most popular and loved Mac, with more customers choosing it over any other laptop. And today it gets even better with the M3 chip and new capabilities,” said Greg Joswiak, Apple’s senior vice president of Worldwide Marketing. “From college students pursuing their degrees, to business users who need powerful productivity, or anyone who simply wants the unmatched combination of performance, portability, and industry-leading battery life, all in a fanless design, the new MacBook Air continues to be the world’s best thin and light laptop.”

Built using industry-leading 3-nanometer technology, the M3 chip brings even faster performance and more capabilities to MacBook Air. Featuring a powerful 8-core CPU, up to a 10-core GPU, and support for up to 24GB of unified memory, the new MacBook Air is up to 60 percent faster than the model with M1 and up to 13x faster than the fastest Intel-based MacBook Air. 1 It also features up to 18 hours of battery life, which is up to six hours longer than an Intel-based MacBook Air. 1 Users will feel the blazing speed of M3 in everything they do, from everyday productivity, to demanding tasks like photo and video editing, and software development. And with the next-generation GPU of M3, the new MacBook Air supports hardware-accelerated mesh shading and ray tracing, offering more accurate lighting, reflections, and shadows for extremely realistic gaming experiences. It also includes the latest media engine with support for AV1 decode, providing more efficient and higher-quality video experiences from streaming services.

M3 takes MacBook Air performance even further:

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.

With a broad ecosystem of apps that deliver advanced AI features, users can do everything from checking their homework with AI Math Assistance in Goodnotes 6, to automatically enhancing photos in Pixelmator Pro, to removing background noise from a video using CapCut. Combined with the unified memory architecture of Apple silicon, MacBook Air can also run optimized AI models, including large language models (LLMs) and diffusion models for image generation locally with great performance. 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.

More people choose MacBook Air over any other laptop, and M3 raises the bar yet again with its phenomenal combination of performance, portability, and capabilities users love:

Together with macOS, the MacBook Air experience is unrivaled:

The new MacBook Air is the first Apple product to be made with 50 percent recycled content, including 100 percent recycled aluminum in the enclosure, 100 percent recycled rare earth elements in all magnets and, in another first for Apple, 100 percent recycled copper in the main logic board. MacBook Air meets Apple’s high standards for energy efficiency, and is free of mercury, brominated flame retardants, and PVC. The packaging is 99 percent fiber-based, bringing Apple closer to its goal to remove plastic from all packaging by 2025.

Today, Apple is carbon neutral for global corporate operations, and by 2030, plans to be carbon neutral across the entire manufacturing supply chain and the life cycle of every product.

Pricing and Availability

  • Testing was conducted by Apple in January 2024. See apple.com/macbook-air for more information.

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Apple just can't catch a break

  • It's been a rough start to the year for Apple , with bad news this week adding to its problems.
  • It got hit by a nearly $2 billion fine from the EU and a reported decline in China iPhone sales.
  • Still, some analysts believe Apple could bounce back if it successfully shifts its focus toward AI.

Insider Today

Bad news keeps piling up for Apple.

On Monday, the European Commission slammed the iPhone maker with a nearly $2 billion fine after ruling that it restricted competition for music-streaming services such as Spotify.

The very next day, a report from Counterpoint Research found that Apple's iPhone sales in China — a major market — had dropped by 24% in the first six weeks of 2024. That also means the iPhone has been dethroned from its No. 1 smartphone spot in the country, falling behind competitors including Vivo, Huawei, and Honor.

And all this comes just days after Apple killed its long-worked-on self-driving-car project, dubbed "Project Titan." It's said to have shuttered that project to focus on artificial intelligence.

This string of negative headlines has left some concerned that Apple has lost its mojo. So far, shares have dropped by about 12% this year, while the Nasdaq has gained. Plus, Apple has been taking heat for falling behind peers in its AI efforts, with the move away from Project Titan seen as a sign that it's scrambling to catch up. And the European Union forced Apple to crack open its App Store — a move it wasn't at all happy about that will almost certainly net it less money from developers.

"I think the last three months is as rough as it gets for Apple," Gene Munster, a managing partner at Deepwater Asset Management, told Business Insider. "There's a sense that their franchise is in jeopardy."

But some analysts say Apple hasn't lost all its luster.

"There are a lot of factors swirling around Apple today, but I do think the core of the business is fundamentally intact," Toni Sacconaghi, a senior research analyst at Bernstein, said Tuesday on CNBC's "Squawk Box." "This is a company that has 2 billion devices in its install base and about 1.2 billion unique users, and they have a capability to develop new products that consumers want to go and try."

Dan Ives, a technology analyst at Wedbush Securities, concurs. He told BI that while Apple had "definitely had a few roadblocks over the course of the past couple of weeks," he remained bullish on the company and believed it could eventually bounce back.

"Over the last decade we have been through many challenging periods in the Apple story, and we handheld investors through these stormy periods just like today," Ives wrote in a recent analyst note. "This is no different, and in our view, brighter days will be ahead."

After all, Apple may still have what it takes to win over consumers. Just look at the Vision Pro , Apple's mixed-reality headset that got more than 200,000 units in preorders before its February launch and had customers lining up to buy it.

While the $3,500 spatial-computing device didn't win over everyone — some returned it after finding its design a bit too clunky — it did demonstrate Apple still had the wow factor when introducing products and services, which may help it in the future.

"That platform of 1.2 billion users isn't going anywhere, and Apple has the opportunity to leverage that going forward," Sacconaghi said on CNBC.

That doesn't mean the road ahead is easy. With growing pressures in the hot, new AI space, there have been mounting questions about whether Apple is lagging.

But Sacconaghi said it didn't have to be a leader in generative AI to win.

"Apple has this powerful install base, and the question is: Can it use AI to add more value to that install base? And I think it can," the analyst said on CNBC. While Apple has held its AI cards close to its chest so far, "we think Apple will have AI-enabled capabilities in its next phone coming out in September," he added.

But if it doesn't buckle down on its AI strategy, the tech titan may find it's outdone by other major companies , Ming-Chi Kuo, an analyst, wrote in a post on X, formerly Twitter.

"If Apple fails to launch generative AI services this year that are better than market expectations, Nvidia's market value will most likely surpass Apple," Kuo said.

Apple didn't respond to a request for comment from BI before publication.

Watch: THE BOTTOM LINE: Apple's quest to hit $1 trillion and the red-hot IPO market

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