The new Mac Studio perplexes me in one significant aspect.

      Back when Steve Jobs made his return to Apple and rescued the company from financial ruin, he introduced his renowned product quadrant: Apple should offer desktops and laptops aimed at both consumers and professionals. Each of these four categories was to feature just one of the finest Macs – nothing more, nothing less.

      The idea was to ensure that each device was easily distinguishable, clearly indicating its purpose and target audience, and it proved to be highly effective. However, upon viewing the new Mac Studio that Apple revealed today, I get the impression that Steve Jobs would not be pleased.

      That may come off as slightly exaggerated, so let me clarify. The latest Mac Studio is equipped with two chips: the M4 Max from the MacBook Pro and the new M3 Ultra. But which of these chips is actually the superior one? If you were new to Apple and were considering purchasing a Mac Studio, would you feel confident answering that question?

      After all, “Max” suggests “maximum,” while M4 indicates it belongs to a newer generation than the M3. This would imply that the M4 Max is the top-tier chip, wouldn’t it?

      However, it is also possible that Ultra might surpass Max. The term Ultra implies top-tier performance, doesn’t it?

      As it turns out, the M3 Ultra is indeed the better chip, and Apple states it provides “nearly 2x faster performance than M4 Max.” Yet, based on the names, you might be uncertain about that. It creates a confusing situation that Apple must have anticipated. This is a mistake to avoid when you could be spending over $14,000 on a Mac Studio.

      Apple boasts one of the finest marketing teams globally, and I can’t imagine they are pleased with this predicament. Introducing a previous-generation chip in a new device alongside an inferior-sounding chip is likely not something anyone at Apple is satisfied about.

      Overcorrecting the Mac lineup

      So, how did we arrive at this point? Perhaps Apple faced challenges in preparing the M4 Ultra in time and had to opt for the M3 Ultra out of necessity. Alternatively, Apple might have an M4 Ultra in reserve, intending to reserve it for the Mac Pro to distinguish that high-end model from the Mac Studio.

      If the latter is true, it highlights the confusion within Apple’s current Mac lineup. Interestingly, the Mac Studio was already showcasing this issue before the latest M4/M3 release.

      This confusion arises from the fact that both the M2 Mac Studio and the M2 Mac Pro provided the same peak performance, as they were equipped with the M2 Ultra chip. Regardless of which computer you chose, you received the same power, leading to a significant question: Why would you purchase a $6,999 Mac Pro when the more budget-friendly Mac Studio offers the same performance in a more convenient form factor?

      It was a peculiar situation, and I can imagine that the Mac Studio significantly impacted Mac Pro sales. Now, it seems that Apple has attempted to address this issue with the new Mac Studio, but in doing so, it has overreacted and is now incorporating a previous-generation chip in a brand-new device. This presents a different type of confusion, which is still not an improvement.

      Certainly, while the M3 Ultra is a new chip that has yet to appear in any other Mac, its M3 designation does not enhance its appeal. It sounds outdated, despite not being so.

      And the irony is – it’s not outdated at all. It is exceptionally powerful and easily the most robust chip Apple has ever equipped in any Mac. It should be clear that this is the chip to choose if ultimate performance is your goal. Yet, Apple’s confusing naming conventions obscure that reality.

      If Apple is compelled to include older generation chips in its latest devices to protect sales of its other Macs, something has certainly gone awry.

      The Apple quadrant

      Times have evolved significantly since Steve Jobs’ era, and the four-device quadrant might not function as effectively today. People are using computers for much more than they did 20 years ago. Naturally, Apple will have a more extensive lineup now compared to that time.

      Nevertheless, the quadrant remains a valuable framework for understanding what users want and delivering it clearly and effectively. It serves as a beneficial concept for both Apple consumers and the company itself.

      Ultimately, I can’t help but think that placing an M3 Ultra alongside an M4 Max in the new Mac Studio indicates that Apple may have overlooked this crucial lesson.