Apple is preparing to hold its second product event of the season, following the release of its new iPhone 15 lineup. The event, which will be held online, is scheduled to begin at an unusually late start time of 8:00 p.m. ET/5:00 p.m. PT. Some analysts speculate that the late start time suggests that this event may not feature major announcements from Apple. The event's tagline, "scary fast," hints at the unveiling of Apple's next-generation silicon chip, M3, as well as the Halloween season. It is expected that Apple will showcase new iMac computers powered by the M3 chip, which could boost Mac sales. Apple's transition away from Intel chips to its custom-made silicon chip, Apple Silicon, has gained attention in recent years. The performance of Apple Silicon has been praised for its processing power, thermal efficiency, and battery life. Apple computers currently hold about 8% global market share, with a 10% year-over-year growth in the second quarter of 2023. In 2020, Apple introduced its first in-house M1 silicon chipset, followed by the M2 chip in the MacBook line last year. This year, Apple is expected to introduce the M3 chip in a 24-inch iMac and potentially some MacBook Pro models. It is unclear if these new computers will be available before the holiday shopping season. The performance improvement of the M3 chip compared to its predecessor remains to be seen. Additionally, Apple may showcase new accessories as it transitions to a USB-C universal charging system. There are no rumors of a new iPad launch at this time. Apple's annual September event is typically its largest of the year, where it recently unveiled the iPhone 15 devices with various updates and features.
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