Apple put on an uncharacteristic Halloween-themed event to announce new M3 processors that blow any Intel chip out of the water. With it came new iMacs and Macbook Pros, all sporting these amazingly fast chips, but at the same time physically identical to their predecessors. The new chips are a technological advancement that should be celebrated, but somehow, it feels formulaic and unexciting. 

The MacBook Pro now supports much more powerful M3, M3 Pro, and M3 Ultra chips that all continue to support mind-blowing battery life, and the iMacs get a speed boost. Weirdly, the accessories have not been updated to support USB-C, and the super powerhouse Mac Studio and Mac have to wait to see a speed bump.

The whole event felt like Apple could have issued a press release with a few videos.

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