Microsoft CEO Satya Nadella believes new CoPilot+ PCs will take down Apple's Macs

Microsoft Corp. CEO Satya Nadella is setting his sights on a new era of computing, one fueled by specialised artificial intelligence chips and enhanced performance, in a bid to reignite the age-old rivalry between Windows PCs and Apple Inc.’s Mac.

Acknowledging Apple’s remarkable achievements, Nadella expressed his intention to introduce robust competition to the Windows versus Mac landscape. Microsoft’s latest move involves the introduction of a new category of AI-focused PCs dubbed Copilot+ PC.

These machines, developed under the Microsoft Surface line and by other manufacturers, boast dedicated AI processing chips, promising significantly enhanced power and speed.

In fact, Microsoft claims these new devices will outpace Apple’s MacBook Air M3 by a staggering 58 per cent. Priced starting at $1,000, these cutting-edge PCs are set to hit the market on June 18.

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Although Apple has been playing catch-up with its Big Tech counterparts when it comes to AI, the company is gearing up to unveil an ambitious strategy at its upcoming Worldwide Developers Conference. It already gave users a hint of things to come with the launch of M4 SoC at the launch of the 2024 iPad series.

Reports suggest that Apple plans to integrate high-end chips, similar to those designed for the Mac, into cloud-computing servers tailored for processing advanced AI tasks. Simultaneously, simpler AI features will be processed directly on iPhones, iPads, and Macs, with a focus on enhancing user experience by offering personalised suggestions and streamlined interactions.

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Microsoft’s strategic advantage in the field of generative AI services stems from its partnership with leading AI startup OpenAI.

However, this partnership has drawn regulatory scrutiny, with officials in the US, Europe, and the UK closely examining Microsoft’s AI investments, along with those of its competitors. Nadella, however, maintains that Microsoft’s collaborations are fostering healthy competition in the nascent AI sector, rather than stifling it.

In Nadella’s view, the current landscape is characterised by formidable competition among both industry giants and smaller players alike.

He emphasises that the focus should not be on individual companies acquiring or dominating the market but rather on fostering an environment of healthy competition that drives innovation and benefits consumers.

(With inputs from agencies)