Senior Vice President of Apple: “The iPhone is currently the number 1 gaming phone in the world”
With the A17 Pro chip and a focus on gaming, Apple is gradually expanding its ecosystem into a comprehensive gaming and entertainment platform.
Last week, we had an exclusive conversation with Mr. Greg “Joz” Joswiak, Senior Vice President of Global Marketing at Apple, who holds an important position and is considered the right-hand man of CEO Tim. Cook on marketing issues.
When asked if Apple is shifting its focus to the gaming segment, Mr. Greg Joswiak confirmed that in addition to Mac models with great performance for gaming, Apple's mastery of hardware and software is also transforming the iPhone. It is becoming the world's leading gaming phone model today. especially with the appearance of the iPhone 15 Pro series with the brand new Apple A17 Pro chip line.
The performance of the Apple A17 Pro
The iPhone launch event last September stunned users with the power of the Apple A17 Pro chip, which is built into the iPhone 15 Pro and iPhone 15 Pro Max. According to Apple, the A17 Pro is the industry's first 3nm chip manufactured using TSMC technology. Essentially, the reduction in nanometer size compared to its predecessor means the chip can pack more transistors in the same space, improving performance and saving power. The A17 Pro contains around 19 billion transistors, greatly increasing the performance level of the iPhone 15 Pro series.
It is known that Apple has worked with well-known game makers around the world to exclusively publish games that have appeared on console systems and bring them to the iPhone, including Assassin's Creed, Resident Evil or Death Stranding... These games can all run smoothly on the iPhone 15 Pro series with impressive ray tracing processing capabilities. In particular, these are games that are fully developed for consoles, rather than a "stripped down" version released for smartphones.
According to Apple's statement, the A17 Pro's redesigned GPU has 6 graphics cores, which increases overall performance by 20%, delivers higher maximum performance, while improving the processor's energy efficiency.
With the power of the A17 Pro, the iPhone 15 Pro series is the first iPhone series to offer hardware-based ray tracing, a feature that was previously only available on high-end gaming PCs and even desktop computers. Mac also doesn't have this capability yet. Games and other applications that support ray tracing can render more realistic images with more realistic lighting, shadows and water effects.
The development of the A17 Pro chip promises to open up a market for blockbuster AAA console games to appear on mobile in an unprecedented way. We all know that with the fragmentation of smartphones, releasing a blockbuster game on mobile is not an easy thing, and profits from the mobile segment are also a headache for every developer. What game? Thanks to the iPhone and the new Pro processor chip, game makers can completely diversify the mobile gaming market instead of just focusing on online games like FPS and simple Moba.
Why is Apple pursuing the ability to play games on Macs?
Before stressing that Macs are quite capable of playing heavy games, Mr. Greg Joswiak reiterated the fact that "the iPhone is the leading gaming phone on the market" after we asked the question "Why Apple has the ability to play games on the Mac." The switch to using self-developed Apple silicon chips has helped Apple master both software and hardware, creating a unified ecosystem across all product lines, from the iPhone, iPad, Apple Watch to Macs.
It is known that this ecosystem has only been consistently created since Apple stopped using Intel chips on Macs when Intel chips were not enough to meet Apple's expectations for processing power and power saving capabilities.
Greg Joswiak emphasized that by using the same ARM chip architecture, developers can fully leverage the advantages they made with the iPhone and easily transfer them to the iPad and then to Macs without having to build everything from scratch. This not only ensures optimal application/game performance, but also saves time as Apple has provided developers with powerful tools for this.
With the newly launched M3 series chipset offering significantly improved performance, the Mac gaming market is also gradually becoming more attractive in the eyes of game makers. In the future, we will also see many blockbuster AAA games developed for both Macs and iPhones, simply thanks to the tools available as well as the efforts of Apple and developers. From then on, the end users are the beneficiaries.
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