Last night, Apple did a prime-time event where they shared a little news and some new hardware. I’ve got a few thoughts:

• The 5:00 P.M. Pacific start time was a brain-bender for me. As I went through the day, I kept forgetting there was still an Apple Event later. Is this what it always feels like in Europe?
• I’ve already heard complaints about the fact the event was only 30 minutes. I liked it. They didn’t have more to say. They didn’t add fluff or silly demos. In. Out. Thank you very much.
• I’m sure he’s a nice guy, but I’ve always felt Johny Srouji is just kind of scary. It’s those eyes. So, of course, on a Halloween-adjacent announcement, he starts, “Welcome to my lab!”. I love that he leans into it.
• We got M3, M3 Pro, and M3 Max all in one go. I hope that is the way of the future. I’d expect the M3 Ultra sometime next year (along with MacBook Air, Mac Studio, and Mac Pro).
• The graphics sounds like the big winner here. If you are doing graphics-heavy work, this may be for you.
• We got M3 14- and 16-inch MacBook Pros. It appears the 13-inch MacBook Pro is now gone. In its place is a 14-inch MacBook Pro with an entry-level M3 chip. That’s a win. If you loved the Touch Bar, I’m sorry.
• We also got news of an updated 24” iMac with the M3 chip. Same colors. Same form-factor. Just faster. I sure would have liked them to announce an M3 Pro iMac with a bigger screen to go along with it. I hear from a lot of people that want a Mac like that.
• I expected the peripherals to all switch over to USB-C. However, it looks like that’s not happening yet.
• Apple makes the M3 sound like a significant improvement. They are trying to convince remaining Intel chip owners and even leaning a bit on M1 users. If you’re in that second category and your M1 iMac s fine, don’t worry about it. The M1-equipped Macs are still really great computers.

Now, we can say Apple is done for the year. Before you know it, we’ll be in 2024, which will be all about the Vision Pro.