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So, where’s Apple going to cram some custom silicon all up in next? I mean, besides the recently patent-sparked M2 Magic Keyboard computer speculation, the one that’ll somehow re-invent the Apple II and obsolete the Mac mini box at the same time, right? More on those in a perf per watt minute! And, I only ask because… they just put… an A13 Bionic, basically the whole entire board from the current iPad nothing, memory, 64 Gigs of storage, the all of it, into… a monitor. A screen. The Studio Display. Basically, because the Tim Cook doctrine says Apple’s only ever going to enter — or re-enter — markets where they can provide unique differentiation and value. Doing things that only Apple can do, as the mantra goes. They’re a huge company but they still use small teams with limited bandwidth so if you’re not the next iPhone, you have to prove you’re worthy of some of that time and attention because it’ll always come at the expense of something else. 

So, using custom silicon to give a desktop display the same features that Apple’s MacBook displays have been enjoying for the last few years is just exactly the kind of unique differentiation that’ll get you bandwidth — and sign off! — True Tone ambient color temperature matching, spatial audio speakers, noise-canceling mics, Center Stage pan, and zoom webcam — the freaking thing actually runs iOS 15! It even gets software updates… and experiences software bugs… like a computer. So, what's next?!

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