Apple (AAPL.O) unveiled three new processors on Monday to power the new MacBook Pro and iMac laptops. The firm claimed to have updated its graphics processing units (GPUs), a crucial chip component where Nvidia (NVDA.O) holds a dominant market share.

The M3, M3 Pro, and M3 Max CPUs, along with the new laptops, were introduced at an online event primarily catering to professional users.

The price of a 14-inch MacBook Pro laptop in the United States is $1,599, while a 16-inch model costs $2,499 at launch. Starting at $1,299, the new iMac desktop has M3 CPUs. While some may arrive later in November, others will be accessible the following week.

Preliminary data from IDC indicates that Apple has had a resurgence in its Mac business, nearly tripling its market share to about 11% since 2020, when it broke with Intel (INTC.O.) and began utilizing its custom-designed CPUs as the brains of the computers.

It demonstrated a new secure screen-sharing tool on Monday aimed at business customers, enabling them to access their computers from a distance.

The company’s CPUs, which leverage Arm Holdings (O9Ty.F.) design technology, have improved the battery life and, in some instances, the performance of its Macs in comparison to devices running Microsoft’s (MSFT.O.) Windows operating system.

Apple has integrated both components into its silicon chips, which it claims provide superior performance to its competitors, unlike other laptop makers who could mix an Intel CPU with an Nvidia GPU.

Due to Apple’s market disruption, Qualcomm (QCOM.O.) has increased its efforts to produce Arm-based processors for Windows. The company recently announced that it will be releasing a chip that is quicker and more energy-efficient than some of Apple’s products. According to a Reuters story from last week, Nvidia intends to enter the PC market as early as 2025.

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Apple’s new machines are aimed directly at software developers, designers, and musicians. The company once emphasized that artificial intelligence researchers could use the machine’s memory to create chatbots and other fictitious intelligence products, often with a limit on the amount of data that can fit in the memory.

Additionally, Apple made changes to its whole portfolio of laptops that may influence business purchasers’ purchasing decisions.

According to Ben Bajarin, CEO and primary analyst at Creative Strategies, Apple appears to have discontinued the $1,299 13-inch MacBook Pro model, which was a popular choice among companies, while cutting the price of the new 14-inch MacBook Pro in the United States from $1,999 to $1,599.

This action will probably clarify which of the company’s model lines to choose from, forcing customers to decide between the new $1,599 starting price for MacBook Pro models and Apple’s productivity-focused MacBook Air models, which top out at $1,299.

For Apple’s fiscal year 2022, the Mac brought approximately $40.18 billion, or almost 11% of total sales. Sales this year have decreased in tandem with the rest of the PC sector, which has seen a post-pandemic downturn, even though they were up 14% from the previous fiscal year.

The new processors, according to Apple, will be the first for desktops and laptops to employ 3-nanometer manufacturing technology, improving the chips’ efficiency per watt of power used.

Although Apple has not disclosed the manufacturer of the processors, experts surmise that Taiwan Semiconductor Manufacturing Co. (2330. TW), which also produces chips for the most expensive iPhone 15 models, is the source.

Apple officials played up how much speed consumers would notice by switching to devices with Apple’s CPUs by comparing the performance of the new MacBooks and iMac machines to older Apple machines with chips from Intel throughout the presentation.