This Thursday, Apple revealed mixed quarterly results. If the iPhone and services allow the company to generate profits, Mac sales plummet by more than 30%.
A logical performance, the Apple era Silicon having reached a certain level of maturity to meet the needs of fans, professionals and creators, historical targets of the brand.
In 2023, having an economic model based essentially on the sale of equipment becomes risky. Even for a brand like Apple. Consumers are well equipped, so the macroeconomic situation is extending renewal times.
To maintain its growth, Apple must therefore diversify (it already does so with its services) and reach a new audience. Looking closely, the company's latest announcements leave no doubt as to its next target: gamers.
Apple finally ready for video games< /h2>
For mysterious reasons (technical? philosophical?), Apple has always stayed away from video game players. Apart from a few exceptions, the catalog of games available on Mac has always been famished.
But with the latest MacBook Pro and iMac powered by M3 chips, the company is finally ready to offer an alternative to PC gamers. For the first time in their history, Pommées machines are capable of running the latest AAA games available with exceptional graphics quality, while saving energy consumption. Well, that's what Apple says and we'll have to verify it in more in-depth tests.
The fact remains that the architecture of the M3 chips finally allows Macs to support ray tracing, a process allowing images to be displayed with more realism thanks to a faithful reproduction of lights. In macOS Sonoma, the latest version of its OS, Apple has even added a gaming mode, allowing performance to be concentrated on a gaming session.
For developers to play
Developers have therefore already announced that they will port their games to Mac. So, big hits like Baldur’s Gate 3 or Resident Evil Village should arrive soon. What about other publishers?
Apple is ready and appears confident. New games from major studios will arrive in the coming weeks and monthson the Mac App Store, but not only. Indeed, before the presentation of its Macs, the company had already announced the arrival of AAA games on iPads equipped with M1 or higher chips as well as on the iPhone 15 Pro and Pro Max.
These The latter will soon welcome major licenses, such as the very latest Assassin's Creed Mirage or Death Stranding. Apple assures that its machines will be able to run these games with advanced graphics and fluidity never before seen on a smartphone or tablet.
Resident Evil Village, which we are currently testing on iPhone 15 Pro Max, proves that Apple keeps its promises. All that remains is to convince publishers to port their games to its machines. This shouldn't be difficult: the hundreds of millions of Apple devices in circulation should be seen as a great boon for developers, looking for growth after a prolific 2023.
The real mission of 'Apple will convince players to change creameries. A major challenge when we know how difficult it is for this target to change their habits.