plastic August 17

AAPL: 117.16

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Apple plans to hold one of its annual fall media events on Wednesday, September 9th to introduce the new iPhone 6S and iPhone 6S Plus with Force Touch, and after many fits and starts, it appears that the long-awaited next-generation Apple TV will also be unveiled. We’ve been reporting on this upcoming model since 2014, as Apple has been planning to update its set-top-box with support for an App Store for quite some time.

Earlier this year, Apple had locked in a June WWDC debut for both the new Apple TV hardware and software upgrades, but the company ultimately decided to delay the introduction until the fall. While some had speculated that the announcement was pushed back due to a lack of content deals, we are told that the delay was internally attributed to a concern over compromising iOS 9 engineering resources, as the latest OS release is focused at least as much on polish as on new features.

Why would the new Apple TV potentially take away resources from iOS 9? According to sources, this new Apple TV model, codenamed J34, will be the first model to run a full-blown iOS core. Specifically, the new Apple TV operating system will be a TV-optimized version of iOS 9. In addition to the new hardware inside, running iOS 9 will give the new Apple TV a series of benefits over the current model. Below, we explore what users can expect from Apple’s next-generation living room product.

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plastic April 24

As users unbox their new Apple Watch units today, customers who bought the Sport version are receiving a bit of a surprise. The inductive charging cable bundled with Apple Watch Sport is actually made of plastic rather than the nice metal finishes of the more expensive stainless steel and gold watches.

The material is very similar to other Apple accessories which have white gloss exteriors. It’s unclear why the Sport does not get the fancier cable: it may be simply for cost-saving purposes to maximize Apple’s bottom line or it may be a design choice to better match the materials of the Watch itself.

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plastic March 30


Image via Future Supplier

Some new photos posted by Future Supplier claim to show the leaked rear casing to the rumored “iPhone 6C.” Recent reports have said that the device will sport a 4-inch screen like that of the iPhone 5, 5C, and 5S, allowing it to appeal to those who prefer smaller displays over the larger iPhone 6 and 6 Plus.

While the veracity of these shots has not been confirmed, there are some interesting details to note that could give us some more clues about the design of the rumored device.

Keep reading for photos and analysis…


plastic April 23, 2014

plastic March 4, 2014

Apple doesn’t break down its iPhone sales figures, so we don’t know for sure that the iPhone 5c sold poorly, but certainly everything we do know seems to point in that direction – from early sales estimates through analytics and consumer surveys to Apple switching production from the 5c to the 5s.

Tim Cook said in an earnings call that “the mix was something very different than we thought,” and intimated that the model might be dropped: “If we decide it’s in our best interest to make a change, then we’ll make one.”

None of this necessarily means that the 5c was a complete failure, of course: record-breaking iPhone sales right from the outset could mean that the plastic phone did ok, it’s simply that the 5s sold far better than expected. It could also be that it was the extra sales gained from the 5c that helped break those records.

But I suspect not. While the brightly-colored 5c was not without its fans, it was the iPhone 5s with its Touch ID sensor and gold colored model that got all the attention, and I don’t think Tumblr advertising is going to change that. So my bet is we will again see a trend away from  colorful plastic iPhones …  expand full story

plastic September 16, 2013

Apple has started airing a new advertisement for the iPhone 5c. The ad is called “Plastic Perfected” and it focuses on the colors and materials of the new iPhone model. Much of the advertisement is reminiscent of scenes from Apple’s executive promotional video for the device. The iPhone 5c launches this Friday alongside the iPhone 5s.

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