Apple and Microsoft hike device prices as AI infrastructure monopolizes chip supply

Apple and Microsoft have raised prices across their hardware lineups, citing an unprecedented global shortage of memory and storage chips driven by the artificial intelligence boom. On Thursday, Apple increased the price of its entry-level MacBook Neo by $150, bringing the starting price to $949 in Canada, while also raising prices for iPads, HomePods, and Apple TV devices.

In a statement to CBC, Apple warned that the consumer electronics industry is facing an "unprecedented challenge," noting the company has never seen component costs rise this quickly. The price surge stems from major chipmakers like Samsung and Micron shifting production capacity away from consumer electronics to prioritize high-margin AI orders for companies like Nvidia.

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Nvidia launches its replacement app for GeForce Experience

Nvidia has a new app for its PC users. The aptly named Nvidia App replaces the Nvidia GeForce Experience. It launched in beta in 2024 and is bundled with video card drivers and integrates features from the company's Nvidia Control Panel, including configuring your display, tuning the GPU performance, and enabling or disabling G-Sync.

The Nvidia App can record your gameplay, show statistics in an overlay, and place artificial intelligence-powered RTX game filters on. The new app retains the feature that optimizes the game settings based on your PC's specs. The company plans to add more Control Panel app options (like Surround and Multiple Display Mode settings) alongside other enhancements. And you don't need an Nvidia account to use the app.

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Microsoft brings PC Game Pass to NVIDIA’s GeForce Now service

Microsoft

Microsoft is fulfilling its promise to make PC Game Pass available on NVIDIA’s GeForce Now service. The companies have revealed that Game Pass and Microsoft Store games will be streamable on GeForce Now from August 24th. Although not all games will work immediately, this will let Game Pass members enjoy titles like Deathloop and No Man’s Sky on NVIDIA’s platform.

It might seem strange to access one streaming service’s games through another, but there might be benefits. GeForce Now is designed for enthusiasts who want the best visual quality and low latency, with the Ultimate tier supporting 4K at 120 frames per second. So, Game Pass could perform better on GeForce Now than on other platforms if your PC and internet connection can handle it.

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NVIDIA generative AI tech can let you have real convos with NPCs

NVIDIA has introduced Avatar Cloud Engine (ACE), a technology that lets gamers have natural conversations with non-playable characters (NPCs) in games. The company showcased the tech at Computex 2023 with a demo called Kairos, where a player chats with an NPC named Jin in a futuristic Ramen shop.

The demo shows how the player can ask Jin about his life and get relevant answers. For example, the player says: “Hey Jin, how are you?” Jin replies: “Unfortunately, not so good. I am worried about the crime around here. It’s gotten bad lately. My ramen shop got caught in the crossfire.”

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