Apple recently released its own M1 processor and a notebook computer equipped with a new processor, showing that its speed and efficiency have been greatly improved. Shortly after the launch, three of Apple’s most senior executives, Greg joswiak, marketing director, Craig federighi, software director, and John Ternus, head of hardware engineering, were interviewed by the media, saying M1 would be the foundation of all future technologies. The M1 chip has many functions: it’s much faster, and in most tasks, the M1 computer is three times faster than the old Mac. It’s also much more efficient, with twice the battery life of the Intel MacBook. Apple’s most senior engineers claim that M1 represents the intersection of Apple’s past and future. M1 is not only advanced in design, but will also be the foundation of all future technologies. It also inherits Apple’s past, integrating years of research work into a new single chip. This chip may represent Apple’s whole idea of what kind of computing should be better than anything they’ve done before. < / P > < p > when the new chips and Macs were released, apple representatives always emphasized the fact that they liked all Macs. Joviak, fedrigi and Turnus said Apple didn’t expect such a big improvement either. I can’t help but wonder when I got the computer. < / P > < p > and federichi said, “it’s too much more than we expected. Sometimes you set a goal and feel very satisfied even if you are close to achieving it. But this time, when we put all the pieces together, we found it was much better than we expected. ” < / P > < p > some users have doubts about whether to skip Apple’s first generation products, because they feel that many problems may need to be solved by the next generation, and to tap more potential. In response, joviak, fedrigi and Turnus all agreed that Apple’s new computer was attractive to them. Joviak said he “has purchased a device with M1 chip and has no hesitation.”. “The ordering site is full of Apple employees, and no one is worried that the system will go wrong,” Federer quipped < p > < p > Apple has always been known for its marketing capabilities: it seems unusual for M1 chips to have such a straightforward name. Fedrigi joked that it took the company’s top marketing team a year to come up with the name. “I think M1 means a lot to MAC chips,” joviak said. Apple’s cell phone chips began to use ‘a’, and since then, we’ve tried to use meaningful letters. Our headphone chips start with H, and you should already be feeling the trend. At this point, we are excellent marketers. ” < / P > < p > M1 has another advantage: it is quite clear that there will be m2, m3, etc. The name also sparked speculation about what the MAC might look like in the future. Apple, of course, won’t disclose what the chips might do, saying at the launch that the new processor is just the starting point for a series of chips, that’s all. < / P > < p > M1 was initially used in three different products, the MacBook Air, the macbook pro and the Mac Mini. Air and pro use exactly the same chip, how do they keep the difference? Fedrigi says the pro has fans, while the air doesn’t, and that’s why the performance difference between the two comes from. In fact, what really affects the performance of these chips is cooling: when you give them more cooling, they get faster. < p > < p > Apple made it clear that M1 would take two years to complete the transition, which put the company in a strange position. Although M1 is still being marketed, it looks a bit out of date. < / P > < p > so why do users buy it? Apple’s answer is that the company still trusts them to do what they should. Joviak stressed that the Mac was “going through the best year ever,” growing nearly 30% in the last quarter, and clearly people still like these products. < p > < p > Apple’s confidence in changing its chip architecture stems largely from what it has done before: Intel chips, which were replaced by self-developed processors, were once seen as symbols of the future. In 2005, Apple announced that it would switch from a PowerPC processor to an Intel processor. “We’ve done it before,” federichi said. In the meantime, we have seen other companies in the industry doing the same, but not so successfully. But I believe that we have really perfected this transition, and we are very clear about how to handle these tools to make it easier for developers to use them. ” < / P > < p > these tools include software like Rosetta, which converts existing applications developed for Intel Macs into applications that can be used by Apple silicon Macs. The new computer can run apps on the iPhone or on older Macs, with developers developing only one version. In the eyes of users, their operating systems seem exactly the same. < / P > < p > but the appearance of Apple computers doesn’t show these innovations. When the new MacBook Pro closes, it doesn’t look different from the old model it replaced. Although it may open much faster, the shell hardly changes. Doesn’t Apple want to make a Mac that looks brand new and imaginative? “In my opinion, as long as we start with M1, they have laid a solid foundation for this transition,” Turnus said. And, you know, we don’t usually change designs just to change them. We have great platforms, processors, and we can combine them very well, and that’s the idea behind it. ” < / P > < p > but Apple fans have repeatedly speculated that Apple will do something more profound about the Mac. For example, turn it into something like the iPad, or use this transformation to fundamentally change the way its laptop works. Apple has repeatedly insisted that it thinks the shape of laptops is valuable, unlike touch-screen devices such as the iPad, but people don’t always believe them. < / P > < p > this led to some ideas, including Apple’s redesign of the new Mac OS to prepare for the arrival of the touch-screen Mac. Federichi clarified that Big Sur’s aesthetic design drew on the iPhone and iPad, including larger buttons and more space. Many commentators pointed out that it was easier to create fingers, but Apple executives denied it. “I have to tell you, when we launched Big Sur, some people started to speculate:” Oh, my God, look, apple is getting ready to introduce touch. ” Then I would ask, “why do they think so?” We design and develop the appearance of MacOS operating system, just want to make people feel comfortable and natural, without considering the problem of touch. We’re also using iPads and mobile phones, which now have larger retinal screens, all of which remind us of the design of the Mac, which makes us feel comfortable, but actually has nothing to do with touch. ” < / P > < p > federichi added: “as a user, I’ve never felt more comfortable shuttling through the Apple device family than I am now, and I’m shuttling hundreds of times a day between IOS 14, iPad OS 14 and MacOS Big Sur, and the impact of the conversion process is getting smaller and smaller. People think the experience of this device is very natural, and that’s what we want you to see, not a signal that the input mode will change in the future. ” < / P > < p > these new computers don’t look like iPhones at all, but the chips that give them life draw heavily on the design of Apple’s portable devices. This tiny chip may determine the future and destiny of the world’s largest company, but it is built on Apple’s past success. 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