With new Macs, Apple aims to take on Microsoft, Nvidia in a rush to lower AI costs

Apple New Macs: Apple Launches New Macs to Challenge Microsoft and Nvidia in AI Market, ETElectronicsWorld

With new Macs, Apple aims to take on Microsoft, Nvidia in a rush to lower AI costs

Apple hopes its experience squeezing performance out of battery-powered devices like iPhones will help it take a bite out of Microsoft's home turf. But it's a steep challenge: Apple has about 4.6% of the enterprise desktop market versus 91.3% for Windows, according to IDC's Linn Huang.

Apple Mac Studio computers run a demonstration of a large AI model at one of the company's facilities in Silicon Valley, California, US, September 9, 2026.