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Breaking news from Cupertino. We’ll give you the latest from Apple headquarters and decipher fact from fiction from the rumor mill.

AAPL company Apple Park

AAPL is a California-based computer company that became the most successful smartphone company in the world.

AAPL defined by Apple

Here’s how Apple defines itself:

Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch, and Apple TV. Apple’s five software platforms — iOS, iPadOS, macOS, watchOS, and tvOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it.

Key AAPL history

From Apple I to iMac

Apple was founded in 1976 by Steve Jobs (Steve), Steve Wozniak (Woz), and (briefly) Ronald Wayne as a business partnership: Apple Computer Company. The following year it became Apple Computer, Inc. The company’s first product was the Apple I, a personal computer hand-built by Woz and sold in part-completed kit form. The Apple II and Apple III followed.

The modern Apple as we know it today began in 1983, with the launch of the first personal computer with a graphical user interface, the Lisa. Way too expensive to succeed, it was replaced by the Macintosh in 1984, launched with the single showing of a Ridley Scott commercial during the Super Bowl. The Macintosh transformed the world’s understanding of what a computer was, and would eventually lead to Microsoft adopting the GUI approach.

Steve Jobs and then Apple-CEO John Scully fell out in 1985, when Steve wanted to focus on the Macintosh while Scully wanted to put more attention on the Apple II, which was still selling well. That led to Steve being forced out of the company and going off to form NeXT.

Apple focused on selling Macintosh models at the highest possible margins, but would eventually fall foul of a mix of unsustainable pricing in the face of competition from Windows machines, and an overly complex product lineup. By 1996, the company was in trouble, and in 1997 Steve was brought back, along with the NeXT operating system, which would eventually form the basis of Mac OS X.

Steve simplified the Mac lineup and had industrial designer Jony Ive work on a whole new look for a consumer desktop Mac, the colorful iMac. The iMac, like the original Macintosh, again changed the world’s understanding of what a computer was, and who should want one.

From Apple Computer, Inc. to Apple, Inc.

In 2001, Apple launched the iPod. Although this wasn’t the first mp3 player, it was massively better than anything on the market at the time, and succeeded in turning a geeky piece of technology into a consumer electronics product with mass-market appeal.

The success of the iPod paved the way into other mobile devices. Apple was working on what would eventually become the iPad, when Steve realized that this was the basis of a smartphone. He diverted the team’s work into this, to launch the iPhone in 2007. The iPad launched later, in 2010.

The iPhone was yet another transformational product. While most other smartphones of the time were clunky devices with a keyboard and stylus, the iPhone was a sleek-looking device operated with a finger, and so simple that no user guide was needed. It was with the launch of the iPhone that Apple Computer, Inc. was renamed to Apple, Inc.

From Intel to Apple Silicon

While the iPhone, iPad, Apple Watch, and more are made with Apple-designed processors, the Mac lineup has historically relied on third-party companies for its CPUs. Over the years, Macs progressed from Motorola 680000 series chips through PowerPC to Intel.

In 2020, Apple began a two-year transition to the final stage in that journey, with Macs too finally getting Apple-designed chips. The first such is the M1 chip, used in the latest Mac mini, MacBook Air, and 13-inch MacBook Pro. Other Apple Silicon Macs followed.

AAPL today

Apple is one of the largest companies in the world. It was the first publicly traded company to hit a trillion-dollar valuation in 2018, $2 trillion in 2020, and $3T in 2022.

The company’s product lineup includes five different Mac families (MacBook Air, MacBook Pro, iMac, Mac Pro, and Mac mini); four iPad ranges (iPad mini, iPad, iPad Air, iPad Pro); four iPhone 12 models (12, 12 mini, 12 Pro, 12 Pro Max); three main Apple Watch models (SE, Series 3, Series 6); as well as other products, including Apple TV, AirPods, and HomePod mini.

In addition to hardware sales, Apple derives a growing proportion of its income from Services, including the App Store, iCloud, Apple Music, and Apple Pay.

Apple confirms ‘exciting week of announcements’ for Mac starting on Monday

While it’s not an event, Apple has officially confirmed that next week will be an “exciting week of announcements” starting on Monday morning. The teaser was posted to social media by Apple’s marketing VP Greg Joswiak.

This announcements are expected to focus on the Mac and Apple’s transition to the M4 chip. Head below for the full details on what’s to come.

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Can we ever trust photos again, in an AI age? Apple and others working the problem

Can we ever trust photos again, in an AI age? | AI image created with Photoshop

At a time when you can ask AI to modify an existing photo in almost any way you please, or even ask it to generate a completely artificial image, can we ever trust photos again?

Apple is working to address the issue in two ways, and many of us are hoping it will also join an emerging new standard for content authenticity …

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TSMC says it reported itself to US govt; Apple chip production may be at risk [U]

TSMC may have breached US sanctions – Apple chip production could be at risk | Huawei smartphone shown

The US Commerce Department is carrying out an investigation into whether Apple chipmaker TSMC breached US sanctions against China by supplying smartphone and AI chips to Huawei. The probe was in part driven by Huawei’s surprising ability to resume competing with iPhones.

Update: A new report today says that TSMC reported itself to the US government based on its own suspicions about an order.

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Is Apple really two years behind on AI, and does it matter anyway?

Is Apple really two years behind on AI | Apple Intelligence logos on Mac, iPad, and iPhone

Bloomberg’s Mark Gurman reported over the weekend that some Apple employees believe that the company is about two years behind the curve on artificial intelligence.

Tim Cook didn’t directly address that during an interview with the WSJ, but did say that the company’s aim is always to be best, not first – and that this includes AI …

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Tim Cook defends Apple coming late to AI with four words

Cook defends Apple coming late to AI with four words | Cook posing with Vision Pro display

While the iPhone 16 launch was all about Apple Intelligence, many have accused the company of being very late to the AI party. Indeed, a new piece yesterday suggested that this view is shared by many inside the company.

But Apple CEO Tim Cook argues in a new interview that he doesn’t see it that way, and says that the company has taken its time with AI for the same reason it has with every innovation …

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Apple projector could display AR and VR content without a headset

Apple projector could display AR and VR content on your desk and walls | Purely conceptual stock photo shown

A patent granted today describes an Apple projector capable of displaying a mix of AR and VR content onto the desk and walls of your home or office without the need for a headset or screen.

The company says that a mix of low-res and hi-res content could be projected, and that the device might be motorized so that it can turn to display content on different surfaces …

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Apple made a huge macOS privacy promise four years ago, but it’s still unfulfilled

macos 16 sequoia security fixes apple

Shortly after the release of macOS Big Sur back in 2020, Apple faced widespread server outages. The outage affected macOS installations, iMessage, Apple Pay, and most notably: the notarization service. This meant that users had major issues opening apps, revealing a flaw in how Apple handles app verification on the Mac.1

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The legality of free music streaming app Musi may be settled as developer sues Apple

The legality of free music streaming app Musi may be settled | AirPods on a MacBook

The legal status of the free music streaming app Musi has long been unclear – but the matter may now be settled, thanks to a lawsuit the developer has filed against Apple.

Musi sourced its music from YouTube using a method it claims was perfectly legal, while parent company Google disagreed. When the two sides were unable to reach agreement, Apple pulled Musi from its App Store – a move the developer says lacked good cause …

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Should Apple cease fixed annual iPhone updates? [Poll]

Should Apple cease fixed annual iPhone updates? | Close-up of iPhone 16 Camera Control

Macworld enjoys its more provocative pieces, the latest of which takes issue not just with the Camera Control button on the iPhone 16, but with the Action button before it.

Those particular views aside, it goes on to argue that a fixed(ish) annual iPhone update cycle forces Apple to launch new phones before it really has enough to offer …

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The claimed M4 MacBook Pro specs are likely real(ish) even if the video isn’t

Claimed M4 MacBook Pro specs | Render of MacBook Pro with M4 chip graphic

A Russian YouTuber allegedly provided a first ever unboxing video of an unannounced Mac, and claims to reveal specs for the M4 MacBook Pro we’re expecting Apple to reveal later this month.

Judging the authenticity of the video is a tough call, but it’s not such a challenge to make an informed guess about the likely accuracy of those specs …

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AAPL earnings call on October 31 will include early iPhone 16 sales

AAPL earnings call on October 31 will include early iPhone 16 sales | Display models in an Apple Store on launch day

The AAPL earnings call for Q4 2024 has been scheduled for October 31, and will give our first official hint about early iPhone 16 sales.

The fiscal quarter covers July to September. Pre-orders for the new iPhone models opened on September 13, with the phones available in Apple Stores from September 20, so launch orders will be included in the iPhone revenue …

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