In a groundbreaking move, Apple announced the launch of its latest chip, the M4, designed to revolutionize artificial intelligence (AI) capabilities. Surprisingly, the M4 chip will debut in the iPad Pro model rather than the Mac lineup, as is customary for Apple’s chip releases.

The M4 chip promises to outclass personal computers tailored for AI tasks, marking a significant leap forward in processing power and efficiency. Unlike its predecessors, the M3 chips, which made their debut in the Mac lineup last fall, the M4 chip boasts enhanced power efficiency and dedicated AI processing capabilities.

Apple’s decision to introduce the M4 chip in the iPad Pro underscores its commitment to advancing AI technology and making it more accessible to users. By incorporating the M4 chip into the iPad Pro, Apple aims to provide app developers with cutting-edge hardware to leverage AI capabilities effectively.

Analysts speculate that Apple’s strategic move is geared towards preparing for its annual software developer conference, scheduled for next month. By equipping developers with the latest M4 chip, Apple seeks to foster innovation and drive the integration of AI features into its ecosystem of products.

The iPad Pro, featuring the M4 chip, will offer upgraded displays and a premium user experience. Starting at $1,000 for the 11-inch model and $1,300 for the 13-inch model, the iPad Pro targets consumers seeking top-tier performance and AI capabilities.

Central to the M4 chip’s prowess is its enlarged “neural engine,” specifically tailored to handle AI-intensive tasks such as text and image generation. Apple’s relentless focus on AI integration underscores its commitment to staying ahead in the competitive technology landscape.

Tim Millet, Apple’s Vice President of Platform Architecture, emphasized the unparalleled AI performance of the M4 chip during the product presentation. He touted the neural engine’s capabilities, positioning the M4 chip as the epitome of AI processing power, surpassing existing AI PCs in the market.


In a strategic move to cater to a diverse range of consumers, Apple unveiled new models of its mid-priced iPad Air, introducing larger screen sizes and enhanced performance powered by the M2 chip. Priced at $800 for the 13-inch model and $600 for the 11-inch model, the revamped iPad Air lineup aims to offer premium features at an accessible price point.

The inclusion of Apple’s M2 chip, initially launched in MacBooks in 2022, underscores the company’s commitment to delivering cutting-edge performance and efficiency across its product range. With the M2 chip, the new iPad Air models promise enhanced processing power and seamless multitasking capabilities, catering to the evolving needs of creative and business professionals.

Apple’s decision to unveil new iPads in May aligns with the purchasing decisions of education customers preparing for the next academic year. Additionally, Apple has strategically positioned its higher-priced iPad Pro models as devices tailored for creative and business professionals, expanding its target audience beyond traditional education consumers.

While the full scope of AI features enabled by the new chips may not be immediately apparent, Apple’s upcoming developer conference is expected to showcase innovative capabilities for Siri, its voice assistant, and other operating systems. These AI enhancements are poised to further differentiate Apple’s products and enhance the overall user experience.

Despite the potential for advanced AI features, some analysts suggest that incremental improvements may not drive significant upgrades among consumers. For AI features to drive adoption, they must deliver remarkable experiences that resonate with users on a meaningful level.

Apple’s rivals, including Microsoft and Alphabet’s Google, have made significant strides in AI integration, introducing chatbots and virtual assistants aimed at simplifying everyday tasks. As competition intensifies in the AI landscape, Apple remains focused on delivering innovative solutions that set it apart in the market.


Despite facing challenges in weak iPhone demand and intensified competition in key markets like China, Apple remains committed to leveraging AI technology to drive innovation and enhance its product offerings. While competitors’ stocks soar to record highs, Apple’s shares have declined 6% year to date, reflecting investor concerns and anticipation regarding its AI strategy.

Apple CEO Tim Cook’s recent remarks underscore the company’s optimism about the potential of generative AI and its plans to unveil further developments later this year. With a focus on enhancing AI capabilities, Apple aims to differentiate its products and strengthen its competitive position in the market.

Analysts, such as Carolina Milanesi from Creative Strategies, suggest that upgraded iPads could serve as a platform for Apple to introduce new chips ahead of its upcoming developer conference. This strategic move enables Apple to showcase its AI capabilities and potentially unveil new features designed to streamline user experiences.

The integration of AI into Apple’s ecosystem could involve automating common tasks for efficiency and empowering Siri to perform more advanced functions within apps. By enhancing Siri’s capabilities and expanding its integration across devices, Apple seeks to provide users with seamless and intuitive interactions.

However, as Apple advances its AI initiatives, privacy considerations remain paramount. Balancing the optimization of AI features with user privacy concerns poses a significant challenge for the company. Apple’s commitment to processing most information on-device reflects its dedication to safeguarding user data and maintaining trust among consumers.



Experienced Senior Research Analyst



Sikander Raza, a Senior Technical Analyst



Hamza Saleem, a Senior Business Analyst



Irsa Sajjad, as a Research Analyst for Equities

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