Apple unveils an M3 24-inch iMac that processes photos and produces videos up to 2x faster than the M1 iMac, with Wi-Fi 6E and up to 24GB of RAM, for $1,299+
Folks banking on the arrival of the iMac Pro will have to wait a bit longer. If you've been looking to upgrade your 24-inch all-in-one …
TechCrunchBrian Heater
Context & Ripple Effects
The M3 model continues the 24-inch iMac line introduced with the M1 iMac at the same $1,299 entry price, shifting the update toward faster silicon, more memory and newer wireless connectivity rather than a new product tier.
The near-term trade-off remains familiar: a subsequent review of the M3 iMac praised its performance gains but flagged limited ports and other omissions. Later, Apple kept the same form factor and price point while moving to an M4-based refresh.
First-order effects
Buyers of the 24-inch all-in-one gain materially faster photo and video processing than the M1 generation, plus Wi-Fi 6E and configurations with up to 24GB of RAM.
Apple updates its consumer desktop without reviving the iMac Pro, leaving customers seeking a distinct higher-end iMac option waiting.
Second-order effects
M1 iMac owners face a clearer upgrade decision based on workload: creators with sustained media tasks benefit most, while users satisfied with the existing design and I/O have less reason to switch.
The refresh narrows the performance gap between Apple’s all-in-one desktop and its newer Apple-silicon Macs, while preserving segmentation through memory ceilings and the absent pro-tier iMac.
Third-order effects
If this cadence persists, Apple’s desktop strategy will increasingly treat the iMac as a stable appliance refreshed by chip generations, rather than a platform for frequent chassis or expansion changes.
That approach concentrates differentiation in Apple silicon and configured memory, which can make the upgrade cycle more predictable but leaves modularity-focused buyers to other Mac categories.
The trend: This is part of Apple’s shift to using successive in-house silicon generations—not redesigned hardware—as the primary engine of Mac upgrade cycles.
M3 for iMac looks great and all, but still no ‘pro’ colors? I wonder if they'll bring that new space black color to the mini/studio next year .. M3 Max in Space Gray may be the move for ya boy 👀
I was so absorbed by the m3 performance that I missed the screen resolution of the iMac. With this speed, I will buy it, even if it is 16 colors at 640x480
I am begging Apple PR to understand that absolutely nobody is insane enough to put a fucking iMac on a kitchen island while you are cooking. end the madness [image]
I appreciate a quick & snappy event! Sorry to those wanting a fancier big 27" iMac with the better chips 😅 At this rate it'll probably just not happen haha #AppleEvent [image]