From the article: Three meters is approximately 9.8 feet. Right now, this is the longest Thunderbolt 4 cable on the market. Others, like OWC, Belkin, and Plugable tend to sell up to two meters (about 6.6 feet). That’s the length Intel and its partners publish for the standard.
Those, however, are a mix of active and passive cables. Teardowns on Apple’s 1.8 meter Thunderbolt 4 Pro cable revealed that it’s an active cable, meaning that there are chips and retimers inside to boost the signal along a greater length. These chips can add to the cost, and technically push beyond the spec. Despite the fact that it’s, well, a cable, some engineering went into this thing.
This cable is also braided, which is just a nice touch. Apple’s latest Magsafe cables for its MacBook Pros are braided, albeit it in white sleeving, and they feel nice and durable. This sleeving also sometimes helps prevent tangling, which can be helpful when you’re stretching a 9.8-foot cable across a room.