Tag: Apple

Apple top designer Duncan Kerr exits, marking end of an era for Jony Ive’s team

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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The exodus is now nearly complete for the Apple Inc. design group that worked under Jony Ive, a legendary team that helped the company pioneer music players, smartphones, tablets and smartwatches. 

Duncan Kerr, one of Ive’s few remaining design colleagues at the company, has informed Apple that he’s leaving soon, according to people who asked not to be identified because the move isn’t public. Kerr joined the company in 1999 and was instrumental to developing several generations of the iPhone, iPad and Mac.

A spokeswoman for Cupertino, California-based Apple declined to comment. 

Also read: Apple M4 iPad Pro vs M2 iPad Pro: What’s improved?

With the departure, Ive’s team of about two dozen closely knit employees has been almost entirely dissolved. In the years following Ive’s own exit in 2019, top designers like Jody Akana, Joe Tan, Anthony Ashcroft, Andrea Williams, Jeremy Bataillou and Eugene Whang left. The outflow continued over the past year, with major players like Bart Andre, Colin Burns, Shota Aoyagi and Peter Russell-Clarke departing as well. 

Evans Hankey, Ive’s successor as Apple’s head of industrial design, left Apple last year. Alan Dye, the company’s chief of interface design, remains in place, but his team has also lost several members in recent months. The last remaining industrial designers from the Ive era are Richard Howarth, Molly Anderson and Ben Shaffer.

A large portion of the team at Apple has left for LoveFrom, Ive’s new design company. The firm is working on projects with Airbnb Inc., Ferrari NV, Moncler SpA and other brands. Ive has remained out of the Apple spotlight in recent years but participated in a joint interview with Chief Executive Officer Tim Cook and Laurene Powell Jobs in 2022. 

Over the past year and a half, Apple’s team of designers has reported directly to Chief Operating Officer Jeff Williams. That has irked some of the artists and sculptors, who were used to working closely with a manager from the design world. The brain drain of Apple designers after Ive’s departure led to Apple being unable to replace Hankey directly, Bloomberg News reported at the time.

Also read: Inside Battersea Power Station where Apple hosted its first of a kind event for iPads

Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout

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Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow

Inside Battersea Power Station where Apple hosted its first of a kind event for iPads

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Apple hosted their first event at the Battersea Power Station headquarters in London, where new iPads were launched on May 7. But apart from the gadgets, the ambience of the office will leave anyone impressed. Here’s a look into the majestic headquarters.

At the beginning of Apple’s Let Loose Event on May 7, CEO Tim Cook declared “It’s the biggest day for iPads”. And indeed, it was given the many announcements, updates and launch of the new iPad Pros and iPad Air. That apart, it was a big day for their London Office as Apple hosted their first ever event here.

I attended the Apple media event in London at their Battersea Power Station headquarters. And like others, I too had high expectations for the new generation of iPad Pros, which were definitely met. But what left me mesmerised was the magnificence of Apple’s stunning office space at the Battersea Power Station.

This new 500,000 sq ft London headquarters, opened at the heart of the Battersea Power Station in June 2023. When I learnt about the new headquarters, I looked up photos, videos and read about how there was something special about the history of Battersea and the work Apple had done there. But seeing it in real life is a truly different experience.

First up, the scale of the building is remarkable. The lower-level floors incorporate a mall with some shops and Apple’s offices take up the higher floors. Around 3,000 employees work in this six-storey space.

Much like the city of London, which is an interesting mix of modern architecture and old structures, Battersea is a blend of old and new. There is a clear contrast between its brick walls and the modern wood and glass that one notices when inside the structure. I was glad to see how Apple ensured it retained the nobility of the structure.

Also read: Apple unveils new OLED iPad Pro with M4 chip, iPad Air and Apple Pencil Pro

Here’s the backstory of this iconic building. Battersea Power Station was the first-of-its-kind plant, which at its peak was supplying a fifth of London’s electricity. After a two-stage development process, the Power Station was completed by the British Electric Authority in 1948 and began operating in 1953, with the highest thermal efficiency.

Interestingly Battersea Power Station became known as the ‘temple of power’ and was the largest power station in the UK at one point in time. It was renowned for its unique Art Deco interior. However, in 1983 the building was shut down, and since then had remained unused. After decades, the place finally opened to the public as one of London’s top destinations.

The highlight of the now is the office’s atrium which is a large open space surrounded by balconies where everyone can see you and you can see everyone. This is where the main event ‘Let Loose’ was hosted.

Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout

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Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow

Apple M4 iPad Pro vs M2 iPad Pro: What’s improved?

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Apple has finally launched its much-anticipated new iPad Pro lineup, equipped with the brand new M4 chip, an OLED display, a thinner enclosure, an option for a matte display finish dubbed ‘Nano-textured glass’ that purportedly retains the brightness and colour gamut but reduces glare, and many other bells and whistles. But, if you already have the M2 iPad Pro, is the upgrade worth it? Let’s dive in. 

First, the pricing. At launch, the 2022 versions were priced at ₹81,900 and ₹1,12,900. However, the 2024 iPad Pro comes with a ₹18,000 price increase, with the 11-inch model starting at ₹99,900 and the 12.9-inch model starting at ₹1,29,900.

One of the most significant updates in the iPad Pro 2024 is the transition to an OLED display, marking a major shift in visual technology. This enhancement positions the tablet as a potential replacement for laptops, bolstered by the powerful M4 chip, an upgraded Magic Keyboard, and support for the new Apple Pencil Pro.

For current owners of the iPad Pro 2022 with the M2 chip, the decision to upgrade may not be straightforward. To aid in this decision-making process, it’s crucial to understand the distinct features of the 2024 version compared to the two-year-old 2022 model.

Specs and performance

Comparison

The most notable difference between the two models lies in their internal specifications. The iPad Pro 2024 debuts with Apple’s new M4 chip, a second-generation 3nm chipset featuring up to a 10-core CPU and 10-core GPU. In comparison, the M2 chip in the 2022 version offers up to an 8-core CPU and 10-core GPU. The M4 chip boasts a 50% increase in CPU performance and is four times more powerful than its predecessor in terms of GPU capabilities.

Additionally, the iPad Pro 2024 presents advancements such as ProRes and AV1 support, hardware-accelerated ray tracing, and an AI-focused Neural Engine capable of executing 38 trillion operations per second (TOPS). These features position the M4 chip as a formidable contender even against Intel’s Core Ultra chips.

Display and design

While the external design of the iPad Pro 2024 closely resembles that of the 2022 model, the former showcases a significant leap in display technology. The introduction of Ultra Retina XDR OLED displays with a peak brightness of 1,000 nits and a 120Hz refresh rate sets the 2024 version apart. This upgrade promises improved colour accuracy and enhanced battery efficiency through individual pixel control for true blacks.

Camera and battery life

In terms of camera capabilities, the iPad Pro 2024 retains similar specifications to its predecessor but relocates the selfie camera to the landscape edge, akin to many Android tablets. This adjustment aims to enhance user experience during video calls, particularly when using the new Magic Keyboard.

While no major upgrades to battery life have been announced, the combination of the M4 chip and OLED display in the iPad Pro 2024 is expected to deliver improved energy efficiency compared to the M2 chip and miniLED display in the 2022 model.

Accessories

The launch of the iPad Pro 2024 introduces an upgraded suite of accessories, including the Apple Pencil Pro and an enhanced Magic Keyboard. The Apple Pencil Pro features new functionalities such as squeeze gestures, barrel roll, and haptic feedback, while the revised Magic Keyboard incorporates an aluminium palm rest, a larger trackpad, and a function row.

In conclusion

The Apple iPad Pro 2024 emerges as a substantial upgrade over its predecessor, boasting advancements in performance, display technology, and accompanying accessories. While the price increase may pose a hurdle for some prospective buyers, the allure of these enhancements may prompt many to consider making the switch.

Also read: Apple unveils new OLED iPad Pro with M4 chip, iPad Air and Apple Pencil Pro

Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout

3 Mins Read

Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow

M2 iPad Air vs M1 iPad Air — what’s new?

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Apple on Tuesday, May 7, unveiled the latest iPad Air at its ‘Let Loose’ event. The new iPad Air feels both fresh and dated, with some design changes and a brand new chip. Let’s take a look at what’s new in the 6th Gen iPad Air as compared to its predecessor, which has now been officially discontinued by Apple.

Let’s begin with the 11-inch display variant. Apple has shaved off a millimetre from the bezels of the new iPad Air, making it a proper 11-inch display. The M1 Pad Air had a 10.9-inch display. The new iPad Air starts at ₹59,900, the same as the previous generation. For the first time, it also comes in a 13-inch display variant, which starts at ₹79,900.

The new Air is also equipped with the M2 chipset, which has an 8-core CPU with four performance cores and four efficiency cores — the same as M1. However, M2 comes with 10 GPU cores compared to M1’s eight. Both chips have a 16-core neural engine and come with 8 GB of RAM.

The most significant change in the new iPad Air is the landscape front-facing camera, which finally brings it up to speed with its Android competitors. The new placement of the camera makes it better for video calls. Both the iPad Air models come with touch ID embedded in the power button.

The base storage too has doubled — where the M1 iPad Air came with 64 GB of storage, the new Air starts at 128 GB.

That’s it for the changes. Everything else remains the same, physically. Both models measure 9.74×7.02×0.64 inches (height, width, and thickness). The new iPad Air is heavier by 1 gram at 462 grams.

The battery life too is identical, with Apple promising “up to 10 hours of surfing the web on WiFi or watching video, and up to 9 hours of surfing the web using cellular data network.”

The new iPad Air packs other, minor improvements, such as support for WiFi 6E as against WiFi 6, support for Smart HDR 4 for photos, Bluetooth 5.3 as against Bluetooth 5.0, and support for the new Apple Pencil Pro.

Also read: Apple unveils new OLED iPad Pro with M4 chip, iPad Air and Apple Pencil Pro

Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout

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Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow

Apple’s China iPhone shipments soar 12% in March after discounts

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Chinese iPhone shipments jumped about 12% in March after Apple Inc. and its retailers slashed prices, official data showed, suggesting efforts to arrest an accelerating decline in sales are yielding early results.

Government data showed shipments of foreign-branded smartphones — the vast majority of which would have been Apple’s marquee device — grew to 3.75 million units in March from a year earlier. That’s an about-face from a 37% slump in the first two months of 2024, according to Bloomberg’s calculations off a monthly report by the China Academy of Information and Communications Technology. The official readout emerged after Apple Chief Executive Officer Tim Cook, addressing an analyst’s question last week about the March quarter, said the iPhone business in mainland China grew without offering more details.

Apple has struggled to turn its Chinese business around since 2023, when the rise of local rivals such as Huawei Technologies Co. and an unofficial ban on the use of the iPhone in state agencies and firms began to depress its most important market after the US. The academy’s data showed that foreign phone shipments were down 27% in the first quarter of 2024 overall.

Apple and its Chinese resellers began cutting prices around the start of 2024. Last week, it surprised investors with a decent beat on quarterly revenue from China, countering months of data that showed a quickening decline in iPhone sales.

Cook said iPhone revenue in mainland China grew “on a reported basis,” before adjustments related to Covid supply chain disruptions in 2022. He didn’t elaborate on that metric except to reaffirm Apple’s commitment to a market that’s shrinking but still accounted for 18% of net sales.

Investors monitor the company’s performance in China because of the country’s role as both a huge market and global production base for the iPhone.

They’re also looking for growth drivers beyond the country. This week, the company unveiled a new iPad Pro and larger iPad Air, seeking to reinvigorate another of its product lines.

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Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow

Apple unveils new OLED iPad Pro with M4 chip, iPad Air and Apple Pencil Pro

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Apple has unveiled the highly anticipated new iPad Pro, featuring the new M4 chip and the advanced Apple Pencil Pro. The latest addition to the iPad lineup boasts a sleek and lightweight design, a breakthrough Ultra Retina XDR display, and exceptional performance capabilities, per Apple. Available in two sizes – a 13-inch model and an 11-inch model – the new iPad Pro is available for pre-order from today and available from May 15.

Pricing

The Ultra Retina XDR display is the highlight of the new iPad Pro, featuring “tandem OLED” technology that incorporates two OLED panels. The new iPad Pros boast a full-screen brightness of 1000 nits for SDR and HDR content, and a peak brightness of 1600 nits for HDR. The tandem OLED technology enables precise control over colour and luminance, resulting in specular highlights appearing brighter and enhanced detail in shadows and low-light conditions. Additionally, the introduction of nano-texture glass provides reduced glare and maintains image quality, making the Ultra Retina XDR display the most advanced in the world.

M4 Chip

The new iPad Pro is powered by the M4 chip, which represents the next generation of Apple silicon. The M4 chip introduces an entirely new display engine that enables the precision, colour, and brightness of the Ultra Retina XDR display. With enhancements to the CPU, GPU, and Neural Engine, the M4 chip delivers a significant leap in performance — four times faster than M2 iPad Pro — and capabilities.

The versatility of the iPad Pro is further enhanced with all-new accessories. The Apple Pencil Pro brings powerful new interactions that elevate the pencil experience, while the new thinner and lighter Magic Keyboard brings it closer to a Mac-like experience.

Apple claims the new iPad Pro is the thinnest Apple product ever — the 11-inch model is just 5.3 mm thin, while the 13-inch model is even thinner at 5.1 mm. Both models are lightweight, with the 11-inch model weighing 444 grams and the 13-inch model, 579 grams.

The new iPad Pro now features a side-mounted front-facing 12 MP camera and supports Face ID, making it ideal for video calls, especially when using the iPad Pro in landscape orientation with accessories such as the Magic Keyboard or Smart Folio.

Apple Pencil Pro

The introduction of the Apple Pencil Pro, priced at ₹11,990,  brings a host of new capabilities to the iPad Pro experience. With features such as squeeze, barrel roll, and haptic feedback, artists can bring their ideas to life in new ways. The Apple Pencil Pro also supports Find My for the first time, allowing users to easily locate it if misplaced. Additionally, support for Apple Pencil (USB-C) further enhances note-taking, sketching, and annotating on the iPad Pro.

Accessories

The all-new Magic Keyboard (₹29,900 for the 11-inch model and ₹33,900 for the 13-inch model) and Smart Folio (₹8,900 for the 11-inch model and ₹10,900 for the 13-inch model) designed for the new iPad Pro offer enhanced portability and versatility. The Magic Keyboard features a function row for easy access to features such as screen brightness and volume controls, along with a larger trackpad that provides a responsive experience. The Smart Folio attaches magnetically and supports multiple viewing angles for greater flexibility.

iPad Air

The announcement also included the introduction of the M2 chip powering the redesigned 11-inch and all-new 13-inch iPad Air models. With improved performance, AI capabilities, a new landscape front camera, faster Wi-Fi, and support for Apple Pencil Pro, the iPad Air is now available in two sizes for the first time. The new iPad Air is available in new Blue and Purple finishes, along with Starlight and Space Grey.

The new iPad Air is available for pre-order starting today and available from May 15,

Pricing

Base iPad Price Drop

Furthermore, Apple announced that the 10th generation iPad gets a price cut. It now starts at ₹34,900 for the 64 GB WiFi variant and ₹49,900 for the 256 GB WiFi variant. The WiFi+Cellular versions cost ₹49,900 and ₹64,900, respectively. 

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Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow

Apple working on AI chips for data centres: Report

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Apple is developing its own chip to run artificial intelligence software in data centres, the Wall Street Journal reported on Monday, citing people familiar with the matter.

Apple, which has been falling behind its competitors on AI, has been evading questions about its plans for the technology.

“We continue to feel very bullish about our opportunity in generative AI and we’re making significant investments,” CEO Tim Cook told Reuters in an interview.

The project, internally codenamed as Project ACDC (Apple Chips in Data Center), aims to leverage Apple’s chip design expertise for its server infrastructure, the report said.

Project ACDC has been in the works for several years, but it is unknown if or when the project will be unveiled, according to the newspaper.

For Apple’s server chip, the component will likely be focused on running AI models, also known as inference, rather than in training AI models, the report said.

Apple did not immediately respond to Reuters’ request for a comment.

The company has been closely working with Taiwan Semiconductor Manufacturing Co to design and initiate production of such chips, the WSJ said, adding it remains uncertain whether both companies have yielded a definitive result.

Also Read: Amazon to spend nearly $9 billion to expand cloud infra in Singapore

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Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow

Apple’s ‘Let Loose’ event today: OLED iPad Pro, bigger iPad Air, updated accessories and more

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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After an 18-month hiatus, Apple is finally going to update its iPad lineup — the longest break since the late Steve Jobs debuted the product in 2010.

The May 7 event, dubbed “Let Loose”, will reportedly be 35 minutes long and strictly online. In India, the livestream will start at 7.30 pm and can be accessed through Apple’s official website and its YouTube channel.

According to Bloomberg’s Mark Gurman, this time Apple is looking to primarily refresh the iPad Pro and the iPad Air with major updates. New accessories, including the Magic Keyboard and Apple Pencil, are also expected at the event.

Here is everything you can expect on May 7

iPad Pro: The star of the show is the new iPad Pro, featuring an updated design and an OLED display, a first for the iPad lineup. The introduction of OLED not only makes the display crisper but also allows for a sleeker device design. Both the 10-inch and the 12.9-inch models are expected to be updated and, rumours suggest that they will be powered by Apple’s first AI-enabled M4 chips. Those chips will help power artificial intelligence tasks — part of a broader push into AI that Apple will explain further in June.

iPad Air: Apple is also set to unveil an updated iPad Air, introducing a larger 12.9-inch option, aligning it with the size of the iPad Pro. This move provides consumers with a more affordable entry point to the large-screen tablet experience. Both the new 12.9-inch and existing 10.9-inch models are expected to boast 2022’s M2 chip.

Upgraded Accessories: The event will also showcase refreshed accessories, including the Apple Pencil and Magic Keyboard. The redesigned Apple Pencil is speculated to feature haptic feedback and enhanced functionality, while the updated Magic Keyboard aims for increased durability with an aluminium build and a more laptop-like appearance.

While these announcements are sure to generate excitement, some developments are slated for a later date:

Future Releases: Apple is rumoured to be working on a cost-reduced version of its 10th-generation iPad, expected to debut towards the end of the year. Additionally, new AI capabilities for the iPad Pro could be teased on Tuesday but nothing can be expected before the iPadOS 18 in unveiled at WWDC in June. The iPad mini could also get an update later this year

Beyond iPads: While the iPad Pro may introduce the M4 chip, new Macs are not slated for release until later in 2024. Similarly, revamped low-end AirPods are on the horizon but will most likely be launched alongside new iPhones in the fall.

Also Read: Apple sales fall but surpass estimates, guides for low single digit sales in Q3

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3 Mins Read

Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow

Apple might release a foldable iPhone in 2026

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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For Apple fans who have been waiting years for a foldable device, there seems to be a faint light at the end of this tunnel.

According to Apple tracker 9To5Mac, Apple could begin production of a 20.3-inch folding device next year, followed by a foldable iPhone in 2026.

“Apple is ramping up its work on foldable devices, according to a new investor note seen by 9to5Mac. The report, from Haitong International Securities analyst Jeff Pu, says that Apple will begin mass production of a 20.3-inch foldable device in late 2025, followed by a foldable iPhone in late 2026,” the report said.

The Information, in February, reported that Apple is “actively working on prototypes” for at least two clamshell iPhones but will not be going into production before 2025.

Apple supply chain analyst Ming-Chi Kuo said in March that the tech giant was working on a 20.3-inch foldable MacBook and was expected to enter mass production in 2027.

最近我多次被詢問蘋果是否計劃在 2025 年或 2026 年量產可折疊 iPhone 或 iPad。我的最新調查顯示，蘋果目前唯一有明確開發時程的可折疊產品，只有配備約20.3″顯示器、並預計在2027年量產的MacBook。

—
Recently, I’ve received many inquiries about whether Apple plans to mass-produce the…

— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) March 7, 2024

Ross Young, a display supply chain analyst, also reported on the foldable device having a 2026/2027 release. Additionally, Bloomberg’s Mark Gurman had said that Apple is “exploring a dual-screen, foldable MacBook/iPad hybrid.”

According to Pu, Apple appears to have ramped up its efforts on foldable devices. The report suggests that there is a growing presence of Apple’s foldable device initiatives.

Pu speculates that Apple’s foray into foldable devices would mark a significant addition to its product portfolio, specifically targeting the “ultra-high-end market.” According to 9To5Mac, Apple is reportedly contemplating two potential screen sizes for its foldable iPhone — 7.9 inches and 8.3 inches.

Right now, Apple is the only big name in the consumer tech industry without a foldable offering — in the smartphone segment or otherwise. 9To5Mac also cautioned that no other source has corroborated this timeline, so it should be taken with a pinch of salt.

The foldable smartphone market saw a 64% annual increase in the first quarter of 2023 when the overall smartphone market saw a 14.2% year-on-year decline, according to Counterpoint Research.

Stellar Market Research in a February 2024 report, said that the foldable smartphone market reached a valuation of $27.7 billion in 2023. Projections indicate that the total revenue for Global Foldable Smartphones is poised for substantial growth, with an anticipated Compound Annual Growth Rate (CAGR) of 24.9% from 2024 to 2030. This trajectory could lead to a market value nearing $131.34 billion by 2030.

Also Read: Apple’s Tim Cook wants the ‘whole thing’ in India, from developers to ops

Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout

3 Mins Read

Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow

Apple aims to tell an AI story without AI bills

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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For most of the past year and a half, Apple Chief Executive Tim Cook has fielded questions from Wall Street analysts about his plans for artificial intelligence amid grumbling that the iPhone maker has no AI story to tell.

After the company reported quarterly earnings on Thursday, Cook insisted that Apple will have concrete details about its plans for AI to talk about very soon.

“We continue to feel very bullish about our opportunity in generative AI and we’re making significant investments,” Cook told Reuters in an interview, noting the company has spent $100 billion over the past five years on research and development.

Apple’s Big Tech rivals have spent comparable or even greater amounts on R&D over the same period, but they have also been spending heavily to build data centres to host AI services.

Microsoft shelled out $14 billion in the most recent quarter on capex, with Alphabet’s Google not far behind, at $12 billion. Meta Platforms told investors last week to expect as much as $40 billion in capital expenditures this year.

Apple thinks differently. Its capital expenditure for all of 2023 was just over $10 billion.

Apple, which makes most of its money selling consumer devices, has paid a price for that stance most of this year, with its shares falling 10% as investors worried the company was falling behind in the AI race. Shares of Meta, Google and Microsoft — all of which make money selling software or advertising services — have all soared to record highs as the companies grapple to dominate the emerging AI landscape, though investors have also flinched at skyrocketing price tags for data centres and specialised processors required to train AI models.

Apple hinted Thursday it won’t take the same tack. While Apple is expected to unveil new AI features at its annual software conference next month and overhaul its product lines with AI-ready chips, Chief Financial Officer Luca Maestri said Apple investors should not expect a huge change in how the company handles capital expenditures.

Responding to an analyst’s question, Maestri noted the company’s longstanding practice of splitting the cost of manufacturing tools with its suppliers, which has kept Apple’s costs down and its cash generation up for more than a decade.

“We do something similar on the data centre side,” Maestri said. “We have our own data centre capacity, and then we use capacity from third parties. It’s a model that has worked well for us historically, and we plan to continue along the same lines going forward.”

That could be just as well for Apple because it remains unclear whether AI features such as chatbots that run directly on a device will spur users to buy new phones, tablets or laptops, which remain Apple’s biggest source of revenue and profits.

Ben Bajarin of Creative Strategies said that while better processors could serve as a “line in the sand” for some users who need AI tools for professional use, those features may not ignite a sales boom.

“It’ll be something that helps lift sales, but I don’t expect it to be super cycle,” Bajarin said. “You have to be careful to temper expectations.”

Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout

3 Mins Read

Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow