‘Apple’s M1 Positioning Mocks the Entire x86 Business Model’

Joel Hruska, writing for ExtremeTech:

If that doesn’t seem like a fusillade across x86’s metaphorical bow, consider the issue from a different perspective: According to Apple, the M1 is the right CPU for a $699 computer, and a $999 computer, and a $1,699 computer. It’s the right chip if you want maximum battery life and the right CPU for optimal performance. Want the amazing performance of an M1 iMac, but can’t afford (or have no need) for the expensive display? Buy a $699 Mac mini, with exactly the same CPU. Apple’s M1 positioning, evaluated in its totality, claims the CPU is cheap and unremarkable enough to be sold at $699, powerful and capable enough to sell at $1699, and power-efficient enough to power both a tablet and a pair of laptops priced in-between. […]

Apple’s willingness to position the M1 across so many markets challenges the narrative that such a vast array of x86 products is helpful or necessary. It puts Intel and AMD in the position of justifying why, exactly, x86 customers are required to make so many tradeoffs between high performance and low power consumption. Selling the M1 in both $699 and $1,699 machines challenges the idea that a computer’s price ought to principally reflect the CPU inside of it.

Bingo.

★ Friday, 23 April 2021