Apple uses him to make people buy M3 macs on the latest sales instead of waiting ten more days. Just like when they released M3 ”out of nowhere”.
"Out of nowhere" ???? The iMac was staler than 4 month old , undried fish. (Spring 2021 ... Fall 2023 that is a long gap). It was the 25th anniversary of the introduction of the iMac ... Apple was going to do absolutely nothing that year? If Gurman wasn't so distracted with trying to resurrect the large screen iMac , the 24" iMac refreshing with a modern SoC was pretty clear.
July 2022.
" ...
Gurman expects an updated 24-inch iMac to be among the first M3 series of Macs, which will include an updated 13-inch
MacBook Air, an all-new 15-inch MacBook Air, and potentially a new 12-inch notebook that is "still in early development."
.... "
Apple is still working on an iMac with a larger display and a more powerful chip aimed at the professional market, according to Bloomberg's Mark...
www.macrumors.com
The MBA 13/15 stuff was wrong ( in part probably because the 15" appeared so late and detached from the 13"), but the iMac 24" skipping M2 was something he kept repeating over and over. When the iMac 24" kept sliding through 2023 ... it appearing with a plain M3 SoC became more and more likely. Something in 2023 was coming with an M3. TSMC's N3B had gone volume production in Q4 2022... that no M3 chips would make it out the door in 2023 was beyond highly dubious.
The MBP 13 with touch bar ... that chassis had drifted how long even before the M-series transition??? There were a whole chorus of folks lamenting why Apple was still selling a touch bar model. So 'surprise' the more affordable MBP got an update? Not really.
The MBP 14/16" was a slightly surprising but in May 2023 Gurman leaked this
Apple is testing an unreleased chip with a 12-core CPU, 18-core GPU, and 36GB of memory, according to an App Store developer log obtained by...
www.macrumors.com
So "out of nowhere" that a M3 Pro chip shows up in October. Really? Somewhat surprising that the MBP 14/16 M2 Pros fell off so quickly. But two issues. First, the M2 introduction may have originally been intended for Fall 2022 (instead of Q1 2023). Second, the older schedules for the Snapdragon X Elite (Oryon / Nuvia) were for Fall 2022 (before slide for Windows 11 update in 2024 and optimizations kicked in. ). If Apple had arranged the logistics chain to deliver parts for MPB 14/16" in Fall 2023, there really wasn't a good reason to make that slide.
[ The other issue was the Intel flaked on consuming N3B supply. So TSMC needed some other dies to soak up excess wafers. Bigger N3B dies sooner would help fill that 'hole' in demand during 2023. That swings the other way in 2024 with Intel trying to do 'catch up' in wafer consumption. ]
But sooner out of some sibling rivalry thing with the iPad Pro does not have any rational basis for Apple.
Apple needs to recoup investments they put into the M3 generation SoCs. Dumping them sooner just because the iPad Pro refreshed doesn't make any financial sense.