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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.

Apple Park Tim Cook AAPL

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.

Analysts predicting 45M to 51.1M Q4 iPhone sales ahead of next week’s earnings report

We’ll learn on Tuesday just how many iPhones in total Apple sold last quarter, but before then we’re continuing to gauge analysts’ best educated guesses ahead of time. Just as it did with Apple Watch — although with a comical range in that case — Fortune has published an interesting roundup of iPhone sales predictions from analysts for the last and current quarters, respectively.

What we do know is that Apple sold 13 million iPhone 6s and 6s Plus models over the new models’ launch weekend late last month, although only sales completed during the first half of that weekend are included in the upcoming quarter being reported. What are the analysts saying about the rest of the last quarter?
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Sluggish Chinese economy hasn’t dented Apple’s confidence in the country, says Tim Cook

Apple CEO Tim Cook, who is currently visiting China, has told the official Xinhua news agency that nothing has changed Apple’s view of the country.

I know some people are worried about the economy. We’ll continue to invest. China is a superb place to be. Nothing has changed that … 


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KGI forecasts 23% year-on-year iPhone growth for Apple’s Q4, falling in following two quarters

An investment note by KGI predicts that Apple will next week report year-on-year iPhone sales up 23.6% to 48.5M, but says that that holiday quarter sales will be down on last year, and that the decline will continue into the first quarter of next year.

KGI says that China is the big factor, included as a launch country this year, and hence contributing to calendar Q3/fiscal Q4 sales, while last year’s China sales fell into the holiday quarter. It estimates that 22M of the iPhones sold last quarter were the new iPhone 6s/Plus. Apple sold 47M iPhones in the previous quarter.

Despite the launch of the iPad Pro next month, both iPad and Mac sales will fall across all three quarters, predicts the report … 
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Majority of iPhone/iPad workers at Pegatron’s Shanghai factory exceed 60-hour work limit, claims China Labor Watch

China Labor Watch says that an undercover investigation at a Pegatron factory manufacturing iPhones and iPads found that 58% of workers there were working in excess of 60 hours a week – the limit laid down by Apple for its suppliers. It also said that overtime, which is supposed to be voluntary, is effectively mandatory, reports CNET.

The report claimed that the standard shift was nine hours, but that – between September and December last year – staff worked an additional minimum of 20 hours of overtime each week, usually split up between an extra two hours each week day and one 10-hour shift on Saturdays. […] This overtime was essentially a requirement, according to the investigator, who claimed to be told by a trainer that working eight-hour shifts five days a week “does not conform to our hiring requirements.”

The report says that many workers in any case said that significant overtime was necessary to meet their living expenses, with wages at the local minimum wage of around $1.85 per hour.

The report also alleges that Pegatron falsifies documents shown to Apple to give the appearance of complying with supplier audit requirements while failing to do so in reality.

Despite providing only about eight hours of pre-job safety training—where Chinese law requires 24 hours—Pegatron forces each new worker to sign a form that “certifies” that she has undergone 20 hours of safety training. A worker also must sign a trainer’s name on the form. The factory has workers quickly copy answers to the safety information quiz. These falsified forms are the types of documentation that are provided to Apple in their audits.

The report notes some improvements since 2013, with partial improvements in sick leave and the ending of claimed discriminatory hiring practices. CNET says that neither Apple nor Pegatron responded to requests for comments on the report.

It’s not the first time that China Labor Watch has criticized working conditions in factories run by Apple’s suppliers. A report last year on another Apple supplier detailed claims of 22 violations ranging from hiring practices to safety concerns.

A BBC documentary based on an undercover investigation at another Pegatron factory prompted Tim Cook to say he was “deeply offended” by the claims and the show’s failure to include facts and perspectives provided by Apple.

Apple publishes an annual Supplier Responsibility Progress Report in which it details the issues it faces in its supply chain and the steps taken to address these.

Photo: AP Photo/Kin Cheung

iOS 9 now installed on over 60% of devices, according to latest Apple App Store data

Apple has once again updated its App Store data chart with the latest statistics on iOS 9 adoption. iOS 9 came out of the gate with a ridiculously-high >50% adoption rate just a few days after it launched. This pace has definitely slowed following the initial rush of users upgrading, but achieving 61% penetration of iOS devices is still a strong result. This appears to be keeping up with Phil Schiller’s prediction that iOS 9 will be “downloaded by more users than any other software release in Apple’s history.” Remember, iOS 9 can be installed on any iPhone, iPad or iPod touch that runs iOS 8.


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Apple pushes new China clean energy programs to help suppliers become carbon neutral

Just a few days after CEO Tim Cook joined the Council for Sustainable Urbanization to fight climate change in China, Apple this evening has revealed a handful of new programs in China that promote the use of clean energy. Apple says that the programs will help avoid 20 million metric tons of greenhouse gas pollution in China between now and 2020, which is the equivalent of removing 4 million vehicles from the road for one year.


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Apple adds Find My Friends app to iCloud on the web

Following a slew of updates for iOS, OS X, tvOS and watchOS, Apple has also given its web portal iCloud.com some love too. Last week, Apple took iWork for iCloud out of beta. Today, Apple has added the Find My Friends web app to the site.

Mirroring the app for iOS, the web app shows a map of friends who have opted in to sharing your location with them; pins for each person are displayed on an Apple Maps map.


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Mossberg says movie doesn’t show the Steve Jobs he knew [video], as leaked emails take us behind the scenes

Writing in his column in The Verge, Walt Mossberg – who says he spent “scores of hours” in conversation with Steve Jobs across 14 years – says that the man depicted in the Sorkin/Boyle movie is not the Steve Jobs he knew.

Steve Jobs wasn’t perfect. He was difficult. He was unnecessarily rude and brusque at times. He lied. But he also mellowed and grew as a person, and that mellowing coincided with the best part of his career. Mr. Sorkin opts to hide all of that from his audience. The best of the real Steve Jobs begins to unfold just as Steve Jobs ends.

A lengthy piece in Hollywood Reporter earlier this month – leaning heavily on emails leaked from the Sony hack – provides a lot of insight into what was going on behind the scenes in the run up to the making of the movie. This included the fact that Amy Pascal, co-chairman of Sony Pictures, knew from the start that the project was going to be challenging … 
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NY Apple Store employee charged with using fraudulent card details to buy almost $1M worth of Apple gift cards

A former Apple Store employee has been charged with grand larceny and other crimes after allegedly using fraudulent credit and debit card details to purchase an incredible $997,000 worth of Apple gift cards in just three months.

24-year-old Ruben Profit is accused of carrying out the fraudulent purchases while working at the Apple Store in the Queens Center Mall in Elmhurst, the company’s first retail store in Queens. All of the purchases were made between August and October, reports NBC New York … 
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No analyst consensus on Q4 Apple Watch sales, estimates range from 2.5M to 6M

With Tim Cook stating that Apple is “not announcing the numbers” for Apple Watch sales, it’s been left to the analysts to estimate – or perhaps, ‘take a wild guess’ would be the better description in this case. While Fortune reports the average estimate of 3.95M sales, the range is so wide as to be meaningless: from a low of 2.5M to a high of 6M.

Cook did, however, give one clue that those analysts coming in on the low side are likely to be wrong … 
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Apple voices opposition to security bill that gives government more power to spy on users

Apple this evening has continued its outspoken attitude when it comes to protection of user rights and privacy. The Washington Post reports that the company has spoken out against a controversial cybersecurity bill that, if passed, would give the government a variety of new powers to access user data. Supporters of the bill say that it would protect users from hackers in the long run, but Apple’s not buying it.


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Apple says it has no way to access data on devices with a passcode running iOS 8 or later

Reuters today reports that Apple has informed a federal judge that it has no way of accessing data that is stored on an iPhone that is locked with a passcode and running iOS 8 or later. Apple revealed this information in a court filing recently in response to the U.S. Justice Department asking if the company would help authorities access data on a seized iPhone.


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Jony Ive explains motivation behind Apple’s decision to sponsor the 2016 Met Gala

It was revealed last week that Apple would be sponsoring the 2016 Met Gala, with Chief Design Officer Jony Ive serving as a co-chair for the event. Now, Ive, along with Vogue editor Anna Wintour, another Gala co-chair, and Costume Institute Curator Andrew Bolton, has sat down with The Wall Street Journal for an interview on Apple’s foray into the fashion industry.


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Opinion: As a $1B business, Apple Music appears to be off to an impressive start

The big question mark over Apple Music has been how many customers would choose to try it out, and – crucially – how many of them would be willing to pay for the service once the free trial ended. Tim Cook answered both questions yesterday, revealing that the service currently has 15M subscribers, of whom 6.5M are paying customers.

There are still plenty of unknowns, of course. We don’t know the exact split between individual and family subscriptions (though family subs were around 18% back in August), and we don’t know how subscribers map out across the countries – both of which we’d need to know to accurately calculate how much Apple is earning from the service.

But if we do a back-of-an-envelope guesstimate and say that the split between solo and family accounts is around 80/20 and that the costlier countries like those in Europe cancel out the cheaper ones like India, then an average monthly subscription of $11 times 6.5M customers gives us $72M a month. Multiply that by 12 months, and we can get $858M Apple Music revenue per year. Given that this is all very rough and ready, let’s call it a billion dollars a year in round numbers … 
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Tim Cook says new Apple TV coming next week, reveals 6.5m paying Apple Music subscribers

As expected, Tim Cook today took the stage at the Wall Street Journal Digital Live conference for an interview. During his time on stage, Cook discussed a variety of topics, ranging from iPhone to Apple Watch and to Apple Music. The main points are below:

  1. New Apple TV available next Monday, Oct. 26, shipping later that week
  2. 6.5 million paying Apple Music customers, 15 million total subscribers
  3. A focus on CarPlay in the short-term, but the car industry is at an “inflection point for massive change”


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Tim Cook joins Council for Sustainable Urbanization to fight climate change in China

The Paulson Institute today announced that Apple CEO Tim Cook is joining its CEO Council for Sustainable Urbanization, run in conjunction with the China Center for International Economic Exchanges. The Council for Sustainable Urbanization was initially formed nearly a year ago and includes 17 CEOs from various companies around the world.


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Samsung’s pink gold Note 5 & price drops don’t stop iPhone 6s from selling out in S. Korea

Korea might be home base for Samsung (and LG), Apple’s biggest competitor in the smartphone world, but the iPhone 6s and 6s Plus have been well received in the country as local reports indicate all major carriers have sold out of both models after officially launching in the country earlier today..
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Watch the new Apple TV’s beautiful HD aerial screensavers ahead of release later this month

The Apple TV is supposedly set to ship sometime in October although 9to5Mac has already reported that many orders will likely slip to November. While everyone waits to be able to get their hands on Apple’s new set-top box, I found a way to watch all of the brand new Apple TV aerial video screensavers right now, before the box is actually available. Visit my blog to see them all — there’s currently 34 videos in total on the random rotation.

The current set of videos includes scenes from Hawaii, London, China, New York City and San Francisco. Most locations have several different videos as well as shots for night and day — the Apple TV will pick the right one for the user’s local time. The slow pan over the Great Wall China is particularly stunning.


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Review: Apple’s Magic Keyboard + Magic Trackpad 2 add precision and power, lose compatibility [Video]

I’ve been waiting for Apple to update the 2007-vintage Apple Wireless Keyboard and 2010 Magic Trackpad since the first time OS X displayed a “low battery” notification — since then, I’ve had years of near-daily pop-up reminders that either my keyboard or my trackpad (both fueled by Apple’s official Battery Charger, no less) were supposedly running low on power. Although I preferred the minimalism of a wire-free desk, I reluctantly switched back to Apple’s old but still excellent Wired Keyboard to cut “low battery” notices in half, hoping that Apple would leverage 5+ years of Bluetooth and battery improvements to produce better wireless input accessories.

Last week, Apple finally released sequels to its three major input devices: the new Magic Keyboard ($99) replaces the $69 Wireless Keyboard, the Magic Mouse 2 ($79) updates the $59 Magic Mouse, and the Magic Trackpad 2 ($129) vaults over the $69 Magic Trackpad. The signature improvement to each is the replacement of AA batteries with integrated Lithium-Ion rechargeable cells, refueled once per month with an included Lightning cable — previously only used for iPad, iPhone, and iPod accessories. Apple also tweaked each of the accessory designs, one more significantly than the others.

Having given up mice five years ago (and radically improved a carpal tunnel-damaged wrist in the process), I opted not to test the Magic Mouse 2, but my colleague Dom Esposito discusses it and the other Magic accessories in the video below. My review is focused on the Magic Keyboard and Magic Trackpad 2, neither of which I’d call “must-have” accessories, though each has a couple of worthwhile assets, and at least one surprising Apple device compatibility limitation. Should you buy Apple’s latest accessories, or go with excellent third-party alternatives such as Logitech’s K811 Keyboard and Rechargeable Trackpad for Mac instead?… (Updated November 2015 and December 2015 with new battery testing results.)


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Opinion: Is Apple getting too greedy, and could that again backfire on the company?

In 1995, two years before his return to the company, Steve Jobs gave a characteristically blunt answer when asked why Apple found itself struggling in the early to mid 1990s. The issue, he said, was that Apple had gotten greedy.

What ruined Apple wasn’t growth … They got very greedy. Instead of following the original trajectory of the original vision, which was to make the thing an appliance and get this out there to as many people as possible, they went for profits. They made outlandish profits for about four years… What that cost them was their future. What they should have been doing is making rational profits and going for market share.

Much has changed since then, of course. Apple has a substantial market share in both the personal computer and mobile markets, demonstrating that the two goals – growth and profitability – are not mutually exclusive. This is not an ‘Apple is doomed’ piece, nor anything like it. But I do wonder whether the company is once more putting short-term profits ahead of long-term brand loyalty … ? 
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Apple removing hundreds of App Store apps as advertising SDK found to collect sensitive user data via private APIs

Code analytics platform SourceDNA has found hundreds of apps on the App Store that used private APIs to collect private user data, like email addresses and device identifiers, slipping under Apple’s radar in the approval process. The code got into these apps through the inclusion of a mischievous third-party advertising SDK, which secretly stored this data and sent it off to its own servers.

Apple has now verified the SourceDNA report and is removing all of the apps that included the advertising SDK from the store, as using private API calls is a breach of App Review Guidelines. Apple has also patched its approval processes to prevent any more apps that use this technique to make it onto the App Store.


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One of the world’s largest Apple Stores opening in Dalian, China, this weekend [Gallery]

Apple has announced the grand opening of its latest retail store in China, this one in the city of Dalian, a major port and financial center. The store opens at 9.30am on Saturday 24th October.

The store, located in the six-storey Parkland Mall shown above and below, has been a long time coming. It was first announced way back in 2012, when the mall boasted that it would be “Apple’s World’s Biggest Flagship Store.” That claim is almost certainly out of date now, with the Dubai store set to open later this month rumored to be taking that title, but it is still likely to be one of the largest stores in the world … 
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Steve Jobs movie: grosses $2.26M to date, Sorkin says “conscience is clear” over artistic liberties

The Sorkin/Boyle Steve Jobs movie has grossed $2.26M to date, reports Deadline, as it rolled out to a further 56 theaters over the weekend. The movie had earlier achieved the highest average earnings per theater of any movie this year on its opening weekend.

The limited rollout to a total of just 60 theaters meant it didn’t earn enough to make the top 10, headed by Goosebumps – which was on show at 3,500 locations.

While the movie has been criticized by some for the artistic liberties taken with the truth, with even Steve Wozniak and key system software designer Andy Hertzfeld saying that almost nothing shown really happened like that, scriptwriter Aaron Sorkin defended the movie at a London press conference … 
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Apple now performing free repairs for ‘Staingate’ Retina MacBook screens with anti-reflective coating issues

Earlier in the year, a small-but-not-insignificant number of Apple customers complained about screen issues with their new Retina MacBooks and Retina MacBook Pros, specifically cases where the anti-reflective display coating leaves marks and stains on the screen, ranging from small corner blobs to large patches.

Several months later, Apple seems to have acknowledged the issue and launched a Quality Program to replace affected users’  hardware. The Staingate Facebook page now includes many reports of people successfully sending their MacBooks in for repair at Apple Stores. The existence of the program was first reported by MacRumors.


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