With new Macs, Apple aims to take on Microsoft, Nvidia in a rush to lower AI costs
Apple is launching new Mac Studio and Mac Mini models designed to handle intensive AI tasks locally, aiming to compete with cloud-based AI services and enterprise hardware from Nvidia and Microsoft. The company is leveraging its power-efficient silicon architecture to offer a cost-effective alternative to renting data center computing power.
Why it matters
This move represents a strategic shift for Apple to capture a larger share of the enterprise desktop market by positioning its hardware as a more economical and efficient solution for AI development.
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.
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