Part of Apple's brand identity is that it sees its products as better than market competitors, and the company has a history of refusing to even acknowledge them as a result. However, that's starting to change, and we saw a perfect example of this shift when Apple unveiled the new M4 system-on-a-chip at its "Let Loose" event today. The keynote was mostly about iPads, as Apple refreshed the iPad Air and iPad Pro for the first time in more than a year. But since this is the first time we've seen the M4 chip, it also has big future implications for the best Macs. To give us a gauge of how well the M4 chipset performs, we didn't just get comparisons to other Macs and past M-series chips — Apple brought up AI PCs and NPUs.