Apple on Tuesday announced a major shift in its computing prowess, introducing new Macs that will now use the company's very own processor.

The shift comes at a key time for Apple and the computing industry in general given the transformation of the work and education industries owing to the effects of the coronavirus pandemic that has forced more remote and work from home endeavours.

The company has been using Intel chips on its desktops and laptops since 2006.

The move also allows Apple to further expand its ecosystem: Using their own chips will allow apps from its App Stores to migrate easily to Macs, an opportunity that can be pounced on by its developers.

Apple says all of its Macs will be fully transitioned to Silicon chips in the next two years. But to start off the new era, the company introduced a trio of devices a MacBook Air, 13-inch MacBook pro and Mac mini that will debut the all-new M1 system-on-chip (SoC).

Aside from the M1 chip, Apple's newest laptops boast one more major upgrade significantly-improved battery life.

The new MacBook Air, Apple's thinnest laptop, features a silent, fanless design and promises up to 3.5 times faster CPU speeds, five times more powerful graphics and nine times better machine learning plus now up to 18 hours of battery life.

On the other hand, the new 13-inch MacBook Pro has up to 2.8 times improved CPU performance, up to five times faster graphics and 11 times better machine learning. And with a 20-hour battery life, this is the longest-lasting Mac by far.

The new iteration of the desktop Mac mini, meanwhile, has a CPU that is up to three times quicker, graphics that are six times faster and up to 15 times faster machine learning.

The devices start at Dh4,199, Dh5,399 and Dh2,999, respectively, and will be available from November 17.

Questions:

1. Why do you think Apple has taken this operation decision? Do you think it is the right one? 2. What might be the consequences if Apple decide to price the products higher in their home country (US) than in some other markets? Discuss this decision