Apple is not doing so well in market achievements. I think it should refine its business strategy to reveal new chips. Before apple made his own M-series chips, it is Intel’s responsibility to deal with that. Intel is notorious for its slow improvements in chips [1]. Yet it is commercially beneficial to do it in a crawling way. Consumers do not anticipate a big increase when they already bought an older model. Any potential regret will stop them from buying the products at any time in the interim. When it comes to apple, he has to prove to the public that apple silicon is remarkably better than previous structures of CPUs, to prove that moving to the brand-new M-series CPU is worth all the costs and troubles. So the first performance bump is crucial, yet leaving less space and surprise for the second gen chip product. And all the consumers are holding their pockets to wait for the next generation coming to life, which is a bad situation for apple. So we see the plummet in market performance for apple this year in 2022, especially for Mac products. There are rumors everywhere about the new 3 nanometer M3 chip coming along from TSMC and every intelligent potential customer is just waiting.
That is a dilemma. Apple has to win the performance battle with Intel to prove to the industry that apple silicon chips are worth transferring to, meanwhile he has to slow down the steps to minimize the regret for consumers, especially when apple’s plans are highly visible to the world despite a strict term of confidentiality. Another tough situation for apple, apart from all the twists and turns in developing the chip itself.