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Apple’s best new product isn’t a phone or a tablet

The company’s iPhone sales may have dipped, but 6.9 billion transistors per processor will create exciting new experiences.

Apple’s best new product isn’t a phone or a tablet
[Illustration: Fabrizio Morra]
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Apple’s most impressive new product of 2018 wasn’t a phone or a tablet, but a chip: the A12 Bionic. Debuting in last fall’s iPhones, it’s the industry’s first processor based on a seven-nanometer manufacturing process. The A12’s 6.9 billion transistors deliver dramatically faster performance, lower power consumption, and more raw muscle for intensive applications such as AI, AR, and high-end photography. At a time when it remains tougher than ever to induce consumers to upgrade, as proven by Apple’s surprise January move to cut revenue guidance on sluggish iPhone sales, the innovative chip design positions the company to create a whole new generation of irresistible experiences.