애플이 2024년 하반기에 출시할 맥 스튜디오를 개발 중입니다.

여기에는 아직 발표되지 않은 M3 칩의 네번째 모델이 탑재될 거라고 합니다. M3 맥스에서 코어를 더 늘려, 32개의 CPU와 80개의 GPU 코어로 구성된 프로세서

또 신형 맥 프로에도 이 프로세서가 들어갈 가능성도 있습니다. 

🔖↓https://www.bloomberg.com/news/newsletters/2024-01-07/apple-2024-plans-challenges-gen-ai-vision-pro-china-sales-app-store-changes-lr3k9p8p

Apple’s Biggest Challenges in 2024 Have Little to Do With the iPhone Apple has a big year ahead for new products, but also faces challenges ranging from trying to catch up in AI to dealing with changes to the App Store. Also: Apple retail stores gear up for an imminent Vision Pro launch, plus what’s next in the Apple Watch sales ban saga. from BLOOMBERG.COM

Apple has a big year ahead for new products, but also faces challenges ranging from trying to catch up in AI to dealing with changes to the App Store. Also: Apple retail stores gear up for an imminent Vision Pro launch, plus what’s next in the Apple Watch sales ban saga.

Last time in Power On: Apple’s 2024 will be about moving beyond the iPhone.

The Starters

Apple Hosts Worldwide Developers Conference
Tim Cook with the Apple Vision Pro.Photographer: Philip Pacheco/Bloomberg
Apple Inc. has one of its most compelling new product periods in a while in store for 2024. But the year is also shaping up to be one of the iPhone maker’s most challenging.

The company is estimated to be very close to reporting a fifth quarter in a row of sliding sales, which would be its second consecutive holiday window with declining revenue. There are already major concerns from Wall Street about iPhone sales this year — and those fears could be compounded in a few weeks if Apple reports that revenue in China came in below expectations.

In hindsight, it also turns out that Apple, which is often pretty accurate with its guidance, gave an under-the-radar hint in its fourth quarter earnings report that no one should expect blockbuster iPhone results.

Here’s what Apple Chief Financial Officer Luca Maestri said in October about the holiday quarter, the first full period of iPhone 15 and iPhone 15 Pro shipments:

“We expect iPhone revenue to grow year-over-year on an absolute basis. We also expect to grow after normalizing for both last year's supply disruptions and the one extra week.”

Reading between the lines, this essentially means that Apple believed — at least at in October — that Q1 2024 iPhone sales would come in only marginally stronger than a year earlier. That's despite the iPhone 14 Pro getting hit by Covid-19 related production snags a year ago, which meant the new iPhone 15 was set up to show dramatic growth.

Apple is also trying to make the point that despite this year’s holiday period being a week shorter than the year-ago quarter, the device will still generate increased revenue. That would be more impressive in a year where Apple wasn’t given an easy comparison due to last year’s supply chain problems.

When Apple is more confident that a product category will grow, it just comes out and says it. For instance, in highlighting that the Mac will see sales increase in the fiscal first quarter, the company said it expects “Mac year-over-year performance to significantly accelerate.”

Despite all the uneasiness surrounding iPhone sales, particularly in China where government entities are banning non-Chinese made devices in some cases, I don’t think the iPhone is the company’s biggest challenge this year.

While the iPhone 16 line won’t be a compelling upgrade over the current models when it is introduced in the fall, Apple’s marketers will figure out a way to make slightly bigger screens sound like the biggest innovation since the original iPhone. And while changes will be minimal, there are still plenty of users on iPhone 12s and 13s awaiting upgrades.

So here are the challenges I see for Apple as we start 2024:

The company remains years behind the competition in generative artificial intelligence and risks missing out as Microsoft Corp., Amazon.com Inc., Samsung Electronics Co. and Alphabet Inc.’s Google actually ship new AI-centric hardware, software and services.
Its first new product category in nearly a decade, the Vision Pro headset, will show no signs of being a real revenue driver for at least the next year and more.
The iPad and Mac, two categories that have underperformed in recent quarters, must be revitalized.
Antitrust regulators will continue their scrutiny of the App Store, which will be forced to open up due to the Digital Markets Act in the European Union and possibly elsewhere.
Starting with generative AI, Apple’s tools — when they launch — will come nearly two years after ChatGPT began to take the world by storm, about a year after Amazon announced its revamped Alexa and about a year and a half after Microsoft and Google debuted their new services. Even for Apple, that’s quite a miss.

The company plans to announce its offerings, as I’ve previously reported, at its Worldwide Developers Conference in June as part of iOS 18. The underlying work is being done on a large language model dubbed Ajax internally and the company has been testing it since early last year.

Apple is eyeing adding features like auto-summarizing and auto-complete to its core apps and productivity software such as Pages and Keynote. It also is working to merge AI into services like Apple Music, where the company wants to use the technology to better automate playlist creation. And Apple is planning a big overhaul to its digital assistant, Siri.

For developers, Apple is working on a new version of Xcode and other development tools that build in AI for code completion. And the company is building a new AI-based system to help AppleCare employees assist customers with troubleshooting.

But the totality of Apple’s generative AI vision will take at least into 2025 to fully scale. At the same time, the company’s biggest smartphone rival — Samsung — is set to launch a Galaxy S24 line later this month that is all about new AI features.