{
  "id": 9258638,
  "title": "With new Macs, Apple aims to take on Microsoft, Nvidia in a rush to lower AI costs",
  "url": "https://urgent.news/2026/09/23/with-new-macs-apple-aims-to-take-on-microsoft-nvidia-in-a-rush-to-9258638",
  "topic": "ai",
  "section": "AI",
  "published": "2026-09-23T02:51:38.000Z",
  "source": {
    "name": "Economic Times Tech",
    "slug": "economic-times-tech",
    "url": "https://economictimes.indiatimes.com/tech/technology/with-new-macs-apple-aims-to-take-on-microsoft-nvidia-in-a-rush-to-lower-ai-costs/articleshow/134424604.cms"
  },
  "original_language": "en",
  "account": "Apple aims to challenge Microsoft and Nvidia in the rapidly evolving AI market with its latest desktop computers, set to be released on Tuesday. These new Mac Minis and Mac Studios, priced up to $20,000, promise to perform AI tasks locally, potentially undercutting the costs associated with renting data center space.\n\nThe new Macs are designed to tackle more demanding AI tasks, like coding and complex business operations, without the need to pay for \"tokens\" - the basic unit of AI computing - from cloud giants such as OpenAI or Anthropic. Apple's expertise in optimizing performance in battery-powered devices like iPhones could give it an edge in this sector.\n\nHowever, Apple's attempt to take on the corporate computing giant Microsoft isn't without its challenges. While Apple holds about 4.6% of the enterprise desktop market, Microsoft's Windows dominates with a staggering 91.3%. Despite this, Apple's unique approach to power consumption may make its desktops a strong contender for AI workstations.\n\nApple's shift towards unified memory architecture - integrating computing and memory chips - has resulted in more efficient AI capabilities. This design, which Nvidia and other competitors have only recently adopted, has made the Macs particularly well-suited for AI tasks.\n\nApple's Mac Minis became popular as an open-source AI tool, OpenClaw, gained traction in regions like China. More recently, Mac Studios have been subtly equipped with advanced features like chip-to-chip networking, known as RDMA over Thunderbolt.\n\nAt its recent event, Apple demonstrated four Mac Studios working together to run an AI model with a trillion parameters, a measure of complexity, all while connected to a single power outlet. This setup can execute tasks typically requiring a data center, yet it remains tethered to one wall socket.\n\nJohny Srouji, Apple's chief hardware officer, expressed confidence in the value provided by these machines, not just in terms of performance, but also cost. \"There's no cost per token. You're just using the machine again and again,\" he said.\n\nMicrosoft, too, is targeting the same market, with CEO Satya Nadella highlighting the potential of \"unmetered intelligence\" on devices. Microsoft plans to integrate many of its AI features into a \"super app\" for Windows.\n\nMicrosoft's CEO also mentioned that the company is investing heavily in features like RDMA, an active area of development. Nvidia, for its part, declined to comment, but CEO Jensen Huang hinted at Nvidia's focus on expanding the capabilities of Windows PCs, rather than competing directly with Apple.\n\nApple's strategy of offering a range of products to cater to different needs - from the most powerful Mac Studios to the more affordable iPhones and iPads - could set it apart in the AI race. With a variety of options available, customers can select the product that best fits their requirements.",
  "summary": "Apple's upgraded Mac Minis and Mac Studios which can cost nearly $20,000 and handle AI tasks locally will go head-to-head against new desktop machines that Nvidia and PC makers are rolling out, expected to be the focus of a Microsoft Windows event in San Francisco next month.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 5,
    "also_reported_by": [
      {
        "outlet": "Economic Times Tech",
        "title": "With new Macs, Apple aims to take on Microsoft, Nvidia in a rush to lower AI costs",
        "url": "https://urgent.news/2026/09/22/with-new-macs-apple-aims-to-take-on-microsoft-nvidia-in-a-rush-to",
        "published": "2026-09-22T13:23:31.000Z"
      },
      {
        "outlet": "The Business Times - Companies & Markets",
        "title": "Apple, armed with new Macs, is taking on Microsoft and Nvidia in a rush to lower AI costs",
        "url": "https://urgent.news/2026/09/22/apple-armed-with-new-macs-is-taking-on-microsoft-and-nvidia-in-a-rush",
        "published": "2026-09-22T13:28:19.000Z"
      },
      {
        "outlet": "Investing.com",
        "title": "With new Macs, Apple aims to take on Microsoft, Nvidia in a rush to lower AI costs",
        "url": "https://urgent.news/2026/09/23/with-new-macs-apple-aims-to-take-on-microsoft-nvidia-in-a-rush-to",
        "published": "2026-09-23T02:12:32.000Z"
      },
      {
        "outlet": "Business Recorder",
        "title": "With new Macs, Apple aims to take on Microsoft, Nvidia in a rush to lower AI costs",
        "url": "https://urgent.news/2026/09/23/with-new-macs-apple-aims-to-take-on-microsoft-nvidia-in-a-rush-to-9256520",
        "published": "2026-09-23T03:19:33.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}