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Apple M2 Pro and Max Chips Repeat a Successful Upgrade Strategy

First the M2. Now we’ve got the M2 Pro and M2 Max. Maybe we’ll see an M2 Ultra processor powering Apple Mac Pro computers in the coming months.

With its M2 Pro and M2 Max processors, Apple is repeating a strategy that worked well for its earlier M1 designs. By grafting some extra circuitry onto an efficient chip foundation, Apple can offer a significant upgrade to its new M2-based MacBook Pro laptops without a full chip overhaul.

Apple introduced its first in-house Mac processor, the M1, for MacBook Air laptops that arrived in 2020. The M1 already took advantage of chip design work for the iPhone’s A-series chips, but Apple beefed up the M1 with more processing cores to make the M1 Pro and M1 Max in late 2021 for higher-end MacBook Pro laptops. Then, in 2022, it glued two M1 Max chips together into the top-end M1 Ultra.

Now, Apple is headed the same route with the M2, which debuted in 2022 and now is joined by the M2 Pro and M2 Max for new MacBook Pro models. If history continues to repeat itself, we could see a Mac Pro based on a hulking M2 Ultra processor in the coming months.

The chips’ speed boost over M1 equivalents that debuted 15 months ago is significant — 20% at least by Apple’s measurements. Owners of year-old M1-generation MacBook Pro laptops to upgrade. But for those using older Macs based on the older Intel chips Apple ejected from its product line, the speed boost and better battery life could be much more compelling.

«These new Macs should help entice moving off Intel to M series in 23,» Creative Strategies analyst Ben Bajarin said in a tweet Tuesday. His firm estimates 42% of Mac owners in the US are still using Intel-based models, and the fraction is probably higher worldwide.

Apple didn’t respond to requests for comment. Intel declined to comment.

How did Apple speed up the M2 Pro and M2 Max chips?

The M2 Pro and Max chips are faster thanks to new designs for the chip’s central processing unit cores for general computation and graphics processing unit cores for handling graphics tasks and some other jobs that work on GPUs. The new designs also have more CPUs, GPUs and another core type for accelerating artificial intelligence tasks, which Apple calls its Neural Engine.

The M1 Pro has eight or 10 CPU cores, depending on configuration, and the M1 Max has 10. The M2 Pro has 10 or 12, and the M2 Max has 12. The M2 generation is 20% faster, Apple said, citing unspecified but industry standard speed tests.

CPU performance is the foundation of everything a processor does, and all the M-series Pro and Max models employ four power-efficient CPU cores for better battery life. The remaining CPU cores offer higher performance cores for more important work. Intel also has adopted this approach, pioneered for smartphones.

For GPUs, used for tasks like playing games and editing photos and videos, the M1 Pro came with 14 or 16 cores and the M1 Max with 16 to 32 cores. The M2 Pro boosts that to 16 or 19 GPU cores, and the M2 Max to 30 or 38. The M2 GPU performance is 30% faster, though part of the speed boost comes from better cache memory on the chip, Apple said.

The neural engine has 16 cores on both M1 and M2 generations, but Apple boasts its AI performance is 40% faster with the new chips. AI software is just getting started, but it’s used in important jobs like some Adobe Photoshop image editing, and you can expect that AI performance to become more and more important as more developers figure it out.

Speed boosts compared to Intel-based Macs, which use years-old Intel chips, are more notable. The M2 Pro is 2.5 times faster at compiling software and 80% faster at Photoshop image editing compared with an older 16-inch MacBook with an Intel i9 processor, Apple said. As for the M2 Max, it’s twice fast at video color adjustments and six times faster at Da Vinci Resolve video editing.

Some of the speed boost on the M2 Max comes from faster memory transfer, doubling to 400 megabytes per second, which helps with data-heavy chores like video editing and 3D modeling. The M2 Max new models also accommodate up to 96GB of memory, up from 64GB on the M1 Max.

We won’t see third-party speed tests until MacBook Pro reviews with the M2 Pro and Max processors arrive. CNET editor Dan Ackerman gave the M2-based MacBook Air an editor’s choice accolade, citing its «excellent performance and battery life.»

That model came with a $200 price increase over its predecessor, though, and the M2-generation MacBook Pro laptops aren’t cheap, either. The model with a 14-inch screen and lowest-end 10-core M2 Pro costs $1,999; with a 12-core M2 Max and other improvements, the price increases to $3,099. The 16-inch models start at $2,499 but rise to $3,499 with an M2 Max processor and more storage capacity.

How are the M2 Pro and M2 Max chips built?

As with all Apple-designed processors for the last few years, Taiwan Semiconductor Manufacturing Co. (TSMC) builds the chips.

As with the M2, the M2 Pro and Max are built with a second-generation 5-nanometer manufacturing process. (A nanometer is a billionth of a meter, and chip manufacturing processes with lower nanometers refer to more advanced manufacturing processes. However, for years now, the numbers have been mere labels of convenience, not actual measurements signifying actual miniaturization progress.)

New manufacturing processes shrink chips’ fundamental electronic elements, called transistors, although that miniaturization is harder these days. That permits more circuitry on a chip. The transistor tally increased from 33.7 billion in the M1 Pro to 40 billion in the M2 Pro; the Max models increased from 57 billion to 67 billion.

TSMC has begun mass product manufacturing on a newer 3 nanometer (3nm) process. Expect that to be used for future iPhone, iPad and Mac processors, a move that should permit even more transistors.

Technologies

Ray-Ban Meta Glasses Get Smarter for Low Vision Users. Here’s How

Meta shared multiple announcements for Global Accessibility Awareness Day.

If you haven’t heard, AI now has eyes, and Meta has announced some enhancements for its Ray-Ban Meta glasses. You can now customize Meta AI to give detailed responses based on what’s in the surrounding environment for your smart glasses, Meta said in a blog post for Global Accessibility Awareness Day.

Artificial intelligence is opening a whole new world for accessibility, with new features coming out in droves. Tech giants like Google, Apple and Meta are putting forth a ton of effort to create a world where people with disabilities, such as low or no vision, can more easily interact with the world around them. 

While Live AI for the Meta glasses has been around, the additional enhancements for low vision users will undoubtedly be welcomed.

Below are some of the other highlights from Meta’s accessibility-focused blog post. For more, check out the glimpse of brain accessibility features headed to Apple devices. 

‘Call a volunteer’ feature expanding to 18 countries

While not an AI-focused feature, the Meta and Be My Eyes feature, Call a Volunteer, will soon be expanding to all 18 countries that Meta AI is currently available in. Launched in November 2024 in The US, Canada, UK, Ireland and Australia, the expansion of Call a Volunteer will be a very handy (and hands-free) feature for low vision users. 

Once set up, a Meta glasses user can simply ask AI to «Be My Eyes.» From there, you’ll be connected to one of over 8 million volunteers that will be able to view the live camera stream from your glasses and provide real-time assistance for whatever you need help with. The feature will be available to all supported countries later this month.

Meta additional research and accessibility features

Meta also detailed some of its existing features and research taking place in its effort to expand accessibility for its products, especially in the extended reality space. 

  • Features like live captions and live speech are currently available on devices like the Quest, Meta Horizon and Horizon Worlds.
  • Also shown was a WhatsApp chatbot from Sign-Speaks that uses its API and Meta’s Llama AI models. The chatbot allows live translation of American Sign Language to text and vice versa to create easier communication between deaf and hard of hearing individuals.

For more, don’t miss the handful of new accessibility features announced by Apple.

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Driverless Car Maker Waymo Recalls More Than 1,200 Vehicles: Here’s The Problem That Caused It

Waymo, known for its robotaxis, is recalling hundreds of cars after announcing plans to test manually driven vehicles in 2025.

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I Left My Heart Container in Nintendo’s San Francisco Store

Nintendo’s First West Coast Store is a Warp Pipe to Whimsy and Delightful Gamer Decor.

I’m in a group of adults slowly descending a staircase in a brightly lit white store, small gasps of joy escaping our mouths as walls of smiling squid toys come into view. Our tour guide is wrapping up his tour, and as he rattles off his last fact, he eyes the crowd. «Think you guys are ready to shop?» My reply echoes the words of former Nintendo Chief Operating Officer Reggie Fils-Aimé when he tested the Wii Board at E3 2007: My body is ready.

Japanese gaming giant Nintendo opened its first-ever West Coast store in San Francisco on Thursday — the second in the US after its New York City storefront. While it stocks lots of company merch featuring the company’s most iconic characters like Mario, Peach, Link, Zelda and way too many Pokemon, its website alludes to future events like those held at its other stores.

A few days earlier, CNET was treated to a first-hand look at all the new goodies and gadgets awaiting fans in San Francisco. 

Inside the store

Set at the intersection of Geary and Powell in San Francisco’s Union Square neighborhood, the first thing you notice is the parade of Nintendo characters lining the store’s windows, with Mario leading the congregation to the main doors. Upon entering the store, you’re greeted by the clean, white aesthetic that the Nintendo brand is known for. 

«We want [Nintendo San Francisco] to be much more than just a store,» said Nintendo Senior Regional General Manager PJ Sadler, a manager of the NYC Nintendo store who led the tour of the new location. «We want it to be an immersive experience, we want to immerse you in our characters, with our world.»

In that spirit, a Nintendo store associate told me several Pikmin figurines were hidden throughout the store for guests to find. (I counted five; they told me there were still a few more.)

There are the requisite store exclusives, the items you can find only at the San Francisco location that set it apart from its NYC counterpart — namely, the SF-branded water bottles, T-shirts, and hoodies that say «Nintendo San Francisco.» I found those designs a little lackluster and rather sterile; I was hoping to see a little more San Francisco flair. New York City once had a collection in kanji, for example. But at least you can also find the Nintendo character parade motif adorning other San Francisco souvenirs, including exclusive minifigures and bags. Sadler noted that any products with a red Nintendo square logo indicate they can be bought only in the Nintendo US locations, either in San Francisco or New York (there were no unique marks for SF exclusives). 

Also on the ground floor was a section dedicated to actual gaming equipment, including an area where customers can put together their own Nintendo Switch OLED with their choice of colored Joy-Cons and docks. (Nintendo representatives were very coy about what, if anything, would be happening at the store for the upcoming launch of the Nintendo Switch 2 on June 5.) Among the other controllers and accessories was a shelf of Nintendo Alarmo clocks, the company’s big surprise hardware launch of 2024, waiting to be taken home. 

Downstairs is where they had the «big guns,» so to speak, or at least the Master Swords. Similar to Nintendo’s New York store, there are dedicated areas for Splatoon and Legend of Zelda, as well as Pikmin, Kirby, and Pokemon. There was also a giant projector screen for watching shoppers play games, alongside a giant wall of Amiibo with harder-to-find figures such as Sora from Super Smash Bros and Kingdom Hearts. 

A sales associate kindly walked me through a kiosk where visitors can check in daily for Nintendo Platinum Points, which can be used for My Nintendo Rewards in the Nintendo eShop. «I just moved into a new place, so I’ve been stocking up on Animal Crossing coasters,» the associate confided.

Cozy merch forever

Though it’s been a while since I’ve been to the New York store, reconnaissance from friends and TikTok confirmed that a big theme for NY is Pokemon, featuring an almost life-size Pokemon Center where herds of Pikachu frolic on the shelves. 

While Pokemon has a presence in the San Francisco counterpart (I almost walked away with a Psyduck backpack), there seems to be a greater dedication to more twee, cozy series such as Animal Crossing and Pikmin, as well as adorably subtle game decor in general.

The Animal Crossing corner featured a slew of home goods, such as an adorable cottage-core coffee grinder branded with «The Roost,» the in-game cafe headed by character Brewster the Pigeon, with a matching cup and saucer set. Other kitchen goods like an apron, glass jar set and oven mitt elicited a few squeals from me and another sales associate, who kindly pointed out the equally kawaii Animal Crossing stationery with stickers, sticky notes, notepads and character-themed pens.

Downstairs in the Legend of Zelda section, I was taken with the Zelda Fairy collection, particularly a large faux leather tote purse and fairy-themed wallets with iridescent flourishes. Lovely golden Heart Container-shaped accessories, of which not nearly enough found their way into my shopping bag, framed the scene. 

Down the line, rows of enamel Kirby keychains and plush Waddle-Dees eyed me hopefully from their perches while a tower of Pikmin blind boxes and flower bud vases (successfully) tempted me from over my shoulder. 

Price-wise, I was pleasantly surprised that most items weren’t egregiously expensive and more similar to pricing you’d find at a theme park. I’d expected the aforementioned coffee grinder to be somewhere around $70, but it was priced at $40. Similarly, many of the more intricately designed wallets and bags were at the $35 price or under. Pikmin blind boxes were $10. But there were still outliers — a sleek Team Rocket anorak was marked at $120, for example.

Why San Francisco? Why now?

Before 2025, Nintendo had four official stores around the world: three in Japan (Kyoto, Tokyo and Osaka) and one in the US (New York). Now, San Francisco marks its fifth retail location selling merch directly to fans.

The San Francisco store’s opening comes at a pivotal time for the city’s downtown economy. Retail vacancies in San Francisco have hit record highs since the outbreak of the COVID-19 pandemic, with a number of flagship stores shutting down, including the Westfield San Francisco Centre and Macy’s, the former epicenter of the city’s Union Square shopping area. 

When Nintendo announced the official opening plans for the store in May 2024, then-Mayor London Breed posted on X, «We’re excited for San Francisco’s future and look forward to welcoming this iconic brand to our City.»

Supervisor Danny Sauter, who represents San Francisco’s District 3, which includes Union Square, told KQED in March, «The narrative on San Francisco is starting to shift…[p]eople are willing to take a chance on San Francisco again, and it’s remarkable how that was not the case six months ago.»

Whatever the city’s reputation, fan response has been immense, with «Warp Pipe Pass» shopping visit reservations for opening week sold out in minutes, continuing on into the Memorial Day weekend. Locals have been peeking into the windows and taking pictures as soon as the signage went up. Reddit user CaterpillarFederal43 posted a picture in the San Francisco subreddit in April 2025 with his dogs in costume, noting he visits every day for a chance to use StreetPass (a peer-to-peer feature on the Nintendo 3DS) with fellow fans.

End credits

San Francisco has a legacy of gaming culture, from the former Walk of Game to the annual Game Developers Conference held in Moscone Center. Now it has a retail location and event space for one of the biggest gaming companies in the world to welcome fans.

Whether you’re a Nintendo superfan with an Isabelle-patterned sweater vest or a tourist looking for a «gamer-y» souvenir for a relative, the San Francisco Nintendo store looks like a perfect place to spend all your rupees and bells. Just watch out for mischievous Pikmin along the way.

Nintendo Store Levels Up in San Francisco: A First Look Inside the Ultimate Fan Experience

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