Apple Launches Upgraded Mac Desktops to Challenge Nvidia and Microsoft in Enterprise AI

Apple expanded its on-device artificial intelligence hardware by introducing new Mac mini and Mac Studio desktop computers to challenge Nvidia and Microsoft. The computers feature M6, M5 Pro, M5 Max, and M5 Ultra chips with up to 512GB of unified memory. Apple is pitching the machines, priced up to $18,299 or nearly $20,000, as local alternatives to cloud compute to eliminate per-token fees from providers like OpenAI. The push targets corporate buyers as Apple holds about 4.6% of the enterprise desktop market against Microsoft Windows' 91.3%. Apple shares declined roughly 1% to $336.34 on Wednesday.