Apple’s “Scary Fast” Event: What’s in Store for Tech Enthusiasts?

Apple, the tech giant known for its groundbreaking innovations, is gearing up for its second product event of the season. This comes just a month after the company unveiled its iPhone 15 lineup. The upcoming event, intriguingly titled “scary fast,” has sparked widespread speculation and anticipation among tech enthusiasts and industry experts.

Key Takeaways:

  • Apple’s second product event of the season is scheduled for an online-only format.
  • The event will commence at an unusually late start-time, 8:00 p.m. ET/5:00 p.m. PT.
  • Analysts believe this might not be one of Apple’s major announcements of the year.
  • The tagline “scary fast” hints at the unveiling of Apple’s next-generation silicon chip, M3.
  • Apple is likely to showcase new iMac computers powered by the new M3 chipset.
  • Mac sales have seen a decline this year, attributed to various market factors.
  • Apple’s custom-made silicon chip, Apple Silicon, has been a significant focus in recent years.
  • The M3 chip is expected to further boost Apple’s standing in the PC and laptop market.

Diving Deeper into the Event

Apple’s decision to host the event in the evening has led some analysts to believe that this might not be one of the company’s major announcements for the year. The event’s tagline, “scary fast,” is seen as a nod to both the Halloween season and the potential unveiling of its next-generation silicon chip, the M3.

The tech giant is expected to introduce new iMac computers equipped with this powerful chipset. This move is anticipated to give a much-needed boost to Mac sales, which have experienced a downturn this year due to factors like weaker demand, excess inventory, and a challenging macroeconomic environment.

The Evolution of Apple Silicon

Over the past few years, Apple’s focus on its custom-made silicon chip, known as Apple Silicon, has garnered significant attention. This chip marks Apple’s transition away from Intel chips, a move that has been closely watched by industry experts. The introduction of the M3 chip is seen as a testament to Apple’s commitment to enhancing performance, especially at a time when the company is making notable inroads into the traditional PC and laptop market.

Ben Wood, chief analyst at CCS Insight, highlighted the importance of Apple’s investments in this area. He remarked on the impressive performance of Apple Silicon in terms of processing, thermal efficiency, and battery life. Wood stated, “There is no question that the company is quietly taking share from rival laptop makers.”

Recent data from IDC Research supports this claim. In the second quarter of 2023, Apple computers accounted for about 8% of the global market share. However, the company witnessed a 10% year-over-year growth, indicating a positive trajectory.

Looking Ahead

While the tech community eagerly awaits the event, it remains to be seen what other surprises Apple might have in store. There’s speculation about the introduction of new accessories, especially as Apple transitions to a USB-C universal charging system. However, no rumors suggest a new iPad launch at this event.

Apple’s previous event in September, where the iPhone 15 was introduced, showcased features like a slimmer design, an advanced camera system, a customizable Action button, and USB-C charging. As the “scary fast” event approaches, all eyes will be on Apple to see how it plans to end the year on a high note.


With the “scary fast” event on the horizon, Apple continues to be at the forefront of technological innovation. The unveiling of the M3 chip and its potential implications for the tech industry will undoubtedly be a focal point. As always, Apple’s events are more than just product launches; they set the tone for the industry’s direction.