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  • Newsletter Issue #1010: Some Random Thoughts About Apple Silicon

    November 11th, 2020

    Branding is obviously quite important to Apple, and that branding needs to be simple, except when it’s not. So quite often one word will do, perhaps with a modifier to reflect the model number, but Apple can also add unneeded complexities. So I have an aging iMac; the full model designation is listed as “iMac (Retina 5K, 27-inch, Late 2014),” and that’s about as awkward as you can get.

    Now the same naming scheme applies to all Macs. If Apple followed the auto industry, I’d have a 2014 27-inch Apple iMac, and maybe that’s not so much better. The iPhone, at the very least, can be more simply described, such as my wife’s iPhone 6s, but when it comes to the latest and greatest variation of a theme, it’s the iPhone 12 Pro Max. Sigh.

    So when the first batch of Macs with Apple Silicon debuted during Apple’s media presentation on Tuesday, November 10, I wondered just how the chips would be branded. The scuttlebutt had it that they were derived from the A14, and thus might be labeled A14X, using the same design scheme as the iPad, which often gets an enhanced version of an iPhone CPU.

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