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Apple to open up Siri to third-party AI chatbots in iOS 27, iPadOS 27, and macOS 27
Apple plans to open Siri to third-party artificial intelligence assistants, a significant step aimed at further strengthening the iPhone, iPad, and Mac as AI platforms.
The company is preparing to implement the change as part of a major Siri overhaul in the upcoming iOS 27iPadOS 27, and macOS 27 operating system updates, according to Bloomberg News‘ Mark Gurman who cites people familiar with the matter. Siri can already access ChatGPT via its existing partnership with OpenAI, but Apple will now extend the same capability to competing AI services. The move would end the exclusive role of OpenAI’s ChatGPT within Apple software.
Mark Gurman for Bloomberg News:
The changes are part of an attempt to turn around Apple’s fortunes in artificial intelligence, where it has lagged behind Silicon Valley peers. Revamping Siri, first launched nearly 15 years ago, is central to the comeback plan.
The company is developing new tools to allow AI chatbot apps installed via the App Store to integrate with the Siri assistant, said the people, who asked not to be identified because the plans haven’t been announced. The chatbots will also work with an upcoming Siri app and other features in the Apple Intelligence platform.
That means, for instance, if users have Alphabet Inc.’s Google Gemini or Anthropic PBC’s Claude installed, they’d be able to send queries to those services from within the Siri voice assistant, just like they have been able to with ChatGPT since Apple Intelligence launched in 2024.
The approach also should allow Apple to generate more money from third-party AI subscriptions through the App Store.
The change is separate from Apple’s work with Google to rebuild Siri using Gemini models. That arrangement is related to the underlying Apple technology for Siri. The new so-called Extensions system, meanwhile, would allow users to process requests via the actual Gemini service — assuming Google enables its app to do so.
The Extensions system in testing will let users enable or disable which services they want to work inside Siri via a menu in the iOS 27, iPadOS 27 and macOS 27 settings panel for Apple Intelligence and Siri.
“Extensions allow agents from installed apps to work with Siri, the Siri app and other features on your devices,” according to a message inside test versions of the upcoming operating systems. Users will be directed to a new App Store section from this menu to add additional AI services…
It’s unclear if Apple will allow any AI app to be added to Siri or if there will be a specific approval process.
MacDailyNews Take: Hello, Grok (hopefully)!
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Apple discontinues the Mac Pro, ending a 20-year era for its iconic workstation
Apple has officially discontinued the Mac Pro, marking the end of an era for the company’s flagship desktop computer after two decades. As of March 26, 2026, the Mac Pro has been removed from Apple’s website, with its product page now redirecting to the general Mac homepage. The company confirmed to 9to5Mac that it has no plans for future Mac Pro hardware.
Introduced in 2006 with its distinctive “cheese grater” design, the Mac Pro was long Apple’s most powerful and expandable desktop, beloved by professionals in video editing, 3D rendering, scientific computing, and other demanding workflows. Over the years, it evolved through Intel-based models to the 2019 redesign and finally the 2023 M2 Ultra version. However, the tower has seen little attention since then, stuck with the M2 Ultra chip while the rest of the Mac lineup advanced with newer Apple silicon.
The compact Mac Studio, introduced in 2022 and more regularly updated with the latest M-series Ultra chips, has effectively taken over as Apple’s high-end pro desktop. Offering similar performance in a much smaller footprint at a lower price, the Mac Studio has made the larger, more expensive Mac Pro less necessary for most users. Apple now positions the Mac Studio as the future of its pro desktop lineup, alongside the iMac and Mac mini.
For users needing maximum expandability via PCIe slots, the discontinuation represents a loss. Existing Mac Pro owners can continue using their machines, but no new units or refreshes are coming. The move reflects Apple’s broader strategy of streamlining its desktop offerings around efficient, integrated Apple silicon designs rather than the now-antiquated modular towers.
While some professionals may mourn the Mac Pro’s passing, the shift underscores how far Apple’s in-house chips have come in delivering workstation-class power without the bulk. The Mac Studio is expected to receive its own updates later in 2026, ensuring high-end users still have a capable option from Apple.
MacDailyNews Take: While it’s better to burn out than to fade away, Mac Pro had no choice after moving from Intel hotplates to cool, efficient Apple Silicon, rendering its huge case, and the Mac Pro itself, superfluous.
For the vast majority of professional users (video editors, photographers, 3D artists, developers, and those running AI/ML workloads) the Mac Studio is the superior choice overall. It delivers an excellent balance of performance, price, compact size, and modern features. The Mac Studio covers 90% (or more) of what the Mac Pro once offered, but at a fraction of the cost and with newer silicon, and the promise of regular updates. The discontinued Mac Pro was only preferable, or truly necessary, in the rare cases that demand heavy internal PCIe expansion that cannot be adequately handled externally via Thunderbolt; a very niche market.
Apple’s Mac Pro is a dead end. Mac Studio is the high-end Mac future now. Bring on the M5 Ultra Mac Studio and rename it “Mac Pro.” – MacDailyNews, November 17, 2025
R.I.P., Mac Pro.
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Apple turns 50: Reflecting on 8 iconic products that changed the world
As Apple marks its 50th anniversary in 2026 — with the company officially founded on April 1, 1976, in a small garage by Steve Jobs and Steve Wozniak — the tech giant is celebrating five decades of “thinking different.” What started as a radical idea that technology should be personal has grown into one of the most influential companies in history, shaping how billions of people connect, create, learn, and experience the world.
A recent feature in BBC Science Focus Magazine highlights key innovations that not only defined Apple’s trajectory but also transformed entire industries and everyday life. While the exact list can vary across retrospectives, Apple’s milestone naturally prompts a look back at the groundbreaking products that propelled it from a niche computer maker to a global powerhouse.
Here’s a closer look at eight pivotal products (drawing from Apple’s own anniversary reflections and common historical highlights) that exemplify this legacy:
1. Apple II (1977): One of the first successful mass-market personal computers, the Apple II brought computing into homes and schools with its color graphics, expandability, and user-friendly design. It helped popularize the idea of personal computing and laid the foundation for Apple’s early growth.
2. Macintosh (1984): The original Macintosh introduced the graphical user interface (GUI), mouse-driven navigation, and a friendly, desktop metaphor to a wider audience. With its famous “1984” Super Bowl ad, it positioned Apple as the rebellious alternative to corporate computing behemoths and influenced modern operating systems.
3. iMac (1998): After Apple’s near-collapse in the 1990s, the colorful, translucent Bondi Blue iMac G3 revived the company. Designed by Jony Ive, it made computers approachable and stylish, featured USB ports as a standard, and became one of the best-selling computers ever. It signaled Apple’s return to innovation under Steve Jobs.
4. iPod (2001): The iPod, paired with the iTunes Store, revolutionized how people listened to and purchased music. Its click wheel, sleek design, and massive storage turned digital music into a mainstream experience, disrupting the music industry and paving the way for Apple’s expansion beyond computers. It was the company’s first product to sell in the hundreds of millions.
5. iPhone (2007): Often called the product that “changed everything,” the iPhone combined a phone, iPod, and internet communicator into one touchscreen device. It popularized app ecosystems, mobile internet, and multitouch interfaces. The iPhone spawned industries like ride-sharing, food delivery, and social media while becoming our camera, newspaper, game console, and more. Today, over 2.5 billion people own Apple products, with the iPhone at the center of that ecosystem.
6. iPad (2010): The iPad bridged the gap between smartphones and laptops, creating the modern tablet category. It transformed education, entertainment, and productivity with its intuitive interface and App Store support, making computing even more personal and portable.
7. Apple Watch (2015): More than a fitness tracker or smartwatch, the Apple Watch has evolved into a health companion — monitoring heart rate, detecting falls, enabling ECGs, and even acting as a communication device. It brought wearable technology into the mainstream and reinforced Apple’s focus on integrating hardware, software, and services for better living.
Apple’s anniversary celebrations emphasize not just hardware but the services that tie everything together — the App Store, Apple Music, Apple Pay, iCloud, and more — all built on the philosophy of intuitive design paired with powerful technology.
These products didn’t just sell units; they shifted cultural norms. The Macintosh democratized computing. The iPod killed the CD era. The iPhone created the smartphone revolution and the app economy. Apple’s designs have even landed in museums like MoMA, recognized for their cultural significance.
In a world it helped create — one where personal technology is ubiquitous — Apple’s next 50 years will likely build on this foundation of innovation, privacy, and user empowerment.
Whether you’re a longtime Mac user, an iPhone loyalist, or simply someone whose life has been touched by these devices, Apple’s 50th anniversary is a reminder of how far “thinking different” can take us.
MacDailyNews Take: Notably, all of these products, including Apple Watch which debuted after his passing, began under Steve Jobs’ visionary leadership.
The BBC Science Focus Magazine article also highlights three Apple misses: the Apple III, Apple Pippin, and Apple Vision Pro.
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Apple TV debuts official teaser for ‘Star City’
Apple TV has released the official teaser trailer for Star City, the gripping new space-race drama and spin-off set in the “For All Mankind universe from award-winning creators Ben Nedivi, Matt Wolpert, and Ronald D. Moore.
The eight-episode series shifts perspective to the Soviet side of the alternate-history space race, following cosmonauts, engineers, and intelligence officers after the USSR lands the first man on the Moon.
“Star City” stars Rhys Ifans, Anna Maxwell Martin, and others, and is set to premiere globally on Apple TV+ on Friday, May 29, 2026 (with the first two episodes), followed by one new episode weekly through July 10.
Apple TV offers premium, compelling drama and comedy series, feature films, groundbreaking documentaries, and kids and family entertainment, and is available to watch across all a user’s favorite screens. After its launch on November 1, 2019, Apple TV became the first all-original streaming service to launch around the world, and has premiered more original hits and received more award recognitions faster than any other streaming service in its debut. To date, Apple Original films, documentaries and series have been honored with 704 wins and 3,259 award nominations and counting, including multi-Emmy Award-winning and history-making comedies “The Studio” and “Ted Lasso,” and Oscar Best Picture winner “CODA.”
MacDailyNews Take: Looks interesting!
MacDailyNews Note: Apple TV is available on the Apple TV app in over 100 countries and regions, on over 1 billion screens, including iPhone, iPad, Apple TV 4K, Apple Vision Pro, Mac, popular smart TVs from Samsung, LG, Sony, VIZIO, TCL and others, Roku and Amazon Fire TV devices, Chromecast with Google TV, PlayStation and Xbox gaming consoles, and at tv.apple.com, for $12.99 per month with a seven-day free trial for new subscribers. For a limited time, customers who purchase and activate a new iPhone, iPad, Apple TV 4K or Mac can enjoy three months of Apple TV for free.
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Apple TV teases chilling new horror-comedy ‘Widow’s Bay’: No Wi-Fi, cursed island, and trouble brewing
Apple TV has dropped an intriguing teaser for “Widow’s Bay,” a mysterious new horror-comedy series coming to Apple TV that promises to blend genuine scares with sharp, character-driven laughs.
Set in a quaint island town located 40 miles off the coast of New England, “Widow’s Bay” appears idyllic at first glance. But as the official description warns, “something lurks beneath the surface.
“The series stars Emmy Award winner Matthew Rhys (“The Americans”) as Mayor Tom Loftis, a determined leader desperate to revive his struggling community. Facing no Wi-Fi, spotty cellular reception, and superstitious locals who insist the island is cursed, Loftis sets out to build a better future for his teenage son by transforming the remote spot into a tourist destination.
Miraculously, he succeeds — tourists start arriving in droves. Unfortunately for everyone involved, the locals were right all along. After decades of calm, the old stories that once seemed too ludicrous to believe begin happening again.
Created and executive produced by Katie Dippold (“Ghostbusters,” “The Heat”), the 10-episode first season will premiere with the first three episodes on Wednesday, April 29, 2026. New episodes will drop weekly every Wednesday through June 17.Hiro Murai (“Atlanta,” “The Bear”), the Emmy-winning director, will helm five episodes this season.
The teaser, released today, offers only a tantalizing glimpse into the show’s eerie atmosphere, leaving viewers with more questions than answers — perfect fodder for speculation about what exactly is “lurking” on the island. Early buzz online has already drawn comparisons to “Twin Peaks” for its offbeat small-town mystery vibes mixed with supernatural undertones.
“Widow’s Bay” joins Apple TV’s growing slate of ambitious original programming, positioning itself as a fresh take on the horror-comedy genre that could appeal to fans of shows like “What We Do in the Shadows” or “Fargo” with a heavier dose of dread.
No full cast list beyond Rhys has been detailed in the initial tease, but the project has been in development with high expectations given the pedigrees of its creator and director.
Apple TV subscribers can mark their calendars now: isolation, superstition, and whatever ancient evil has awakened in “Widow’s Bay” await on April 29. Just don’t expect reliable cell service when the lights go out.
The series will be available to stream on the Apple TV app across iPhone, iPad, Mac, Apple TV 4K, and other supported platforms.
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Apple TV’s Spanish-language crime drama ‘Women in Blue’ (‘Las Azules’) returns for season two
Today, Apple TV unveiled the premiere date and a first look at season two of “Women in Blue” (“Las Azules”), its Spanish-language crime drama featuring an entirely Latin American cast and crew led by Ariel Award nominee Bárbara Mori (“Perdidos en la Noche”). Created by International Emmy Award-winning showrunner and director Fernando Rovzar (“Monarca”) and Pablo Aramendi (“Tijuana”), “Women in Blue” season two will make its global debut with the first episode on Wednesday, August 12, 2026 on Apple TV, followed by one episode weekly through September 30, 2026.
“Women in Blue” season two will follow María (Mori), now promoted to lieutenant, as she finds herself torn between the rules she’s sworn to uphold and a relentless pull toward the truth when the body of a student activist is discovered, and the Azules are pulled into an investigation that reaches back to the student massacre of 1968. Before they can make sense of what they’ve found, the body of a person connected to that brutal chapter of history is found, sending shock waves through the department. Someone is delivering justice straight to the police’s door, and the Azules are the department’s last hope of stopping the killer. As María, Valentina (Natalia Téllez), Gabina (Amorita Rasgado) and Ángeles (Ximena Sariñana) fight battles both inside and outside the precinct, buried truths rise to the surface and they’re forced to confront an uncomfortable question: in a system plagued with corruption, what is the cost of fighting for their ideals?
The series stars Mori, Sariñana, Téllez, Rasgado, Miguel Rodarte, Leonardo Sbaraglia, Christian Tappán, Horacio García Rojas and Bruno Bichir.
“Women in Blue” (“Las Azules”) is produced by Lemon Studios for Apple TV and is created by Rovzar and Aramendi. Rovzar, Emmy Award nominee Wendy Riss (“Yellowstone”), Alejandro Lozano (“Control Z”), Erica Sánchez Su (“Monarca”), and International Emmy Award winner Billy Rovzar (“Monarca”) serve as executive producers.
Watch “Women in Blue” (“Las Azules”) on Apple TV.
Apple TV offers premium, compelling drama and comedy series, feature films, groundbreaking documentaries, and kids and family entertainment, and is available to watch across all of a user’s favorite screens. After its launch on November 1, 2019, Apple TV became the first all-original streaming service to launch around the world, and has premiered more original hits and received more award recognitions faster than any other streaming service in its debut. To date, Apple Original films, documentaries and series have been honored with 773 wins and 3,366 award nominations and counting, including multi-Emmy Award-winning, history-making comedies “The Studio” and “Ted Lasso,” global cultural phenomenon “Severance,” Apple’s most-viewed drama “Pluribus,” Oscar Best Picture winner “CODA” and Academy Award winner “F1,” the highest-grossing sports feature of all time.
MacDailyNews Note: Apple TV is available on the Apple TV app in over 100 countries and regions, on over 1 billion screens, including iPhone, iPad, Apple TV 4K, Apple Vision Pro, Mac, popular smart TVs from Samsung, LG, Sony, VIZIO, TCL and others, Roku and Amazon Fire TV devices, Chromecast with Google TV, PlayStation and Xbox gaming consoles, and at tv.apple.com, for $12.99 per month with a seven-day free trial for new subscribers. For a limited time, customers who purchase and activate a new iPhone, iPad, Apple TV 4K or Mac can enjoy three months of Apple TV for free.
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Apple adds new partners Bosch, Cirrus Logic, TDK, and Qnity Electronics to its American Manufacturing Program
Apple today announced new members of its American Manufacturing Program (AMP), expanding the company’s long-standing commitment to bring even more advanced manufacturing and critical component production to the United States. Apple is working with Bosch, Cirrus Logic, TDK, and Qnity Electronics to manufacture essential materials and components in the U.S. for Apple products sold around the world, creating jobs and strengthening America’s manufacturing capabilities. Apple is planning to spend $400 million for these new programs through 2030.
“At Apple, we believe in the power of American innovation and manufacturing, and we’re proud to partner with even more companies to produce critical components and cutting-edge materials for our products right here in the U.S.,” said Tim Cook, Apple’s CEO, in a statement. “Today, we’re joining with world-class partners like Bosch, Cirrus Logic, TDK, and Qnity Electronics to further expand Apple’s U.S. supply chain through our American Manufacturing Program. This is another powerful example of what is possible when we invest in American ingenuity, and we’re excited to build the future together.”
Today’s expansion accelerates the momentum of AMP, a key part of Apple’s $600 billion, four-year commitment to U.S. manufacturing and innovation. The program’s initial partners, including Amkor, Applied Materials, Broadcom, Coherent, Corning, GlobalFoundries, GlobalWafers America, MP Materials, Samsung, and Texas Instruments, are already achieving major milestones to expand advanced manufacturing in America and strengthen Apple’s domestic supply chain.
Longtime Apple supplier TDK will manufacture sensors for Apple in the U.S. for the very first time. The two companies have collaborated for over 30 years on various technologies, including advanced tunnel magnetoresistance (TMR) sensors that support key iPhone features like camera stabilization. TDK’s U.S. facility will supply TMR sensors in devices shipped all over the world, and will increase the volume of chips that Apple will source from U.S. silicon supply chains.
Apple, Bosch, and TSMC will work together to produce integrated circuits (ICs) for Bosch’s new sensing hardware at TSMC Washington in Camas, Washington. These ICs are essential for features like Crash Detection, Activity tracking, and elevation in Apple products.
Apple is also working with Cirrus Logic and GlobalFoundries to establish new semiconductor process technologies at GlobalFoundries’ facility in Malta, New York. GlobalFoundries’ newest silicon process will be available in the U.S. for the first time to enable key technologies for Apple products. This collaboration enables Cirrus Logic to develop mixed-signal solutions for a number of Apple applications, including advanced ICs to power Face ID systems.
Qnity Electronics and HD MicroSystems will provide cutting-edge materials and technologies essential for semiconductor manufacturing and advanced electronics. This collaboration will pioneer innovations for high-performance computing and AI, bolstering the domestic production of critical components and strengthening America’s leadership in advanced technology.
Apple’s commitment to supporting American jobs and manufacturing includes the Apple Manufacturing Academy, launched last fall in Detroit to provide small- and medium-sized manufacturers hands-on training in AI, automation, and smart manufacturing. The academy has already supported nearly 150 businesses through dozens of free in-person training sessions and virtual programming.
The academy will host its first Spring Forum from April 30th to May 1st at Michigan State University in East Lansing, Michigan, bringing together students, educators, industry leaders, and businesses of all sizes for immersive conversations around how AI is transforming the industry.
MacDailyNews Take: To learn more about the Apple Manufacturing Academy or to register to attend the upcoming Spring Forum, visit manufacturingacademy.msu.edu.
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MacBook Neo could disrupt Chromebooks and Windows PCs, analyst says it ‘opens door’ for Apple
Apple launched the MacBook Neo earlier this month, shaking up the budget laptop market. The $599 13-inch device — or $499 for students — has raised questions about its potential impact on Google Chromebooks and Windows PCs. It’s especially appealing to students eager to join the Apple ecosystem but previously deterred by higher prices.
Ananya Gairola for Benzinga:
Olivier Blanchard, research director at the Futurum Group, told Benzinga in an emailed statement, “Apple’s new MacBook Neo laptop is designed to make the Mac experience more accessible to Windows PC users who are envious of the MacBook ecosystem.”
He said that “the most critical aspect” of MacBook Neo isn’t specifications but its aggressive pricing, which is likely to create “ripple” across the market.
The Futurum analyst also highlighted the timing, saying that given the current rise in supply chain and memory costs, Apple’s pricing feels “more like a gut punch to one of the PC market’s most valuable price tiers.”
He concluded by saying that with MacBook Neo’s entry, Microsoft may feel some pressure, but Google and its premium Chromebooks could face the bigger risk.
MacDailyNews Take: When a product makes you want to buy it — even though you don’t need it and you know it’s not meant for you — you know it’s going to be a hit. MacBook Neo is already remaking the market segment in which it competes.
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Apple rolls out age verification for UK users
Apple has introduced age verification requirements for users in the UK. Customers will now be asked to confirm that they are at least 18 years old to access certain features.
According to a post on its support page, Apple will verify ages using credit cards or other payment methods on file, or by asking users to scan a government-issued ID. Content filters will be automatically enabled for underage users or anyone who has not yet confirmed their age. Children under 13 cannot create an account without a parent or guardian.
Amy Thomson for Bloomberg News:
UK communications regulator Ofcom said in a statement the age verification would support the Online Safety Act and help “keep young people away from harmful content.” The act is a clampdown on digital abuse, fraud and harmful content and includes measures to protect kids from encountering damaging posts on topics including suicide, self harm and eating disorders. While the regulation doesn’t require app stores to police user ages, Ofcom has been exploring how children use the online accounts.
Age checks are part of a broader conversation about the impact that social media has on teenagers and children that’s led governments around the world to explore bans and restrictions on the platforms for underage users. Australia implemented a ban in December, requiring Meta Platforms Inc.’s Instagram and Facebook, Snap Inc., Elon Musk’s X, TikTok, and Google’s YouTube to keep minors off of their platforms.
MacDailyNews Note: Apple and other app store operators have generally opposed being held responsible for age verification. In the US, lobbyists for Apple and Google have argued that mandatory verification could violate children’s privacy, and that individual apps are better positioned to handle age checks for their users.
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tvOS 26.4 adds a trio of new tricks to Apple TV 4K
Apple this week rolled out the tvOS 26.4 update for the Apple TV 4K, delivering a trio of clever new features designed to enhance everyday viewing and audio experiences. At the heart of the update is Genius Browse, a smart recommendation row in the Apple TV app that intelligently suggests shows and movies across streaming services to help users discover fresh content with ease. The update also introduces improved subtitle customization options for quicker and more accessible adjustments, alongside a refined audio settings menu that includes a Continuous Audio Connection toggle to smooth out playback transitions between different formats.
Arriving as part of the tvOS 26.4 consumer release, your Apple TV 4K box now has access to Genius Browse.
This is a new feature for the Apple TV app which helps you discover new shows and movies to watch across multiple streaming services. It adds a new rail that you’ll find on the app’s homescreen with a selection of different categories, such as “binge-worthy shows” and “a rush of adrenaline”.
Inside the category placeholders, you are greated by recommendations taken from across your linked services, such as Apple TV itself, Disney+ and Prime Video. Sadly, Netflix is still not fully integrated with Apple’s system as yet.
The new “continuous audio connection” option is now enabled in the TV 4K’s settings. This has mainly been added to offer a fix for users operating Sonos speakers with AV receivers and amplifiers, but it’s switched on by default.
And finally, we have new customisation options for subtitles. You can change the subtitles to different styles – classic, large, text, outline text and transparent background.
MacDailyNews Take: The Apple TV 4K gets an even more polished and user-friendly entertainment hub without requiring any new hardware or any additional cost!
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Deal Alert: $100 off Apple Watch Series 11; hits all-time low of $299
Select colors of the Apple Watch Series 11 (GPS, 42mm) are currently back down to their record-low price of $299 at Amazon — a full 25% off the regular $399, saving you $100.
Apple Watch Series 11 offers standout features like hypertension notifications, improved battery life, sleep score tracking, and Workout Buddy powered by Apple Intelligence.
If you’ve been holding out for the perfect gift (for yourself or someone else), this Amazon deal is a timely one.
The $100 discount applies to a limited selection of colorways, including Jet Black Aluminum Case w/ Black Sport Band, Rose Gold Aluminum Case w/ Light Blush Sport Band, Silver Aluminum Case w/ Purple Fog Sport Band, and the Space Gray Aluminum Case w/ Black Sport Band.
This is an excellent opportunity to snag the Apple Watch Series 11 (GPS, 42mm) at its best price yet!
MacDailyNews Take: Get ’em while they last here.
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Apple TV lands 15 2026 BAFTA Television Award nominations
Apple TV thsi week was recognized with 15 nominations across nine programs for the 2026 BAFTA Television Awards, with top category nods including International for “Severance,” “Pluribus” and “The Studio,” alongside Factual Entertainment for “Knife Edge: Chasing Michelin Stars” and Specialist Factual for “Vietnam: The War That Changed America.” “Smoke,” “Down Cemetery Road,” “Slow Horses” and “Prehistoric Planet: Ice Age” were also recognized.
“Severance” scored three BAFTA Television Award nominations, including International; Director: Fiction, Sam Donovan; and Photography & Lighting Fiction, Suzie Lavelle. “Pluribus” and “The Studio” both landed International nominations, while “Knife Edge: Chasing Michelin Stars” earned a nod for Factual Entertainment. “Vietnam: The War That Changed America” scored nominations for Specialist Factual and Director: Factual, Rob Coldstream. Taron Egerton landed a Leading Actor nomination for “Smoke,” while Fehinti Balogun earned a Supporting Actor nod for “Down Cemetery Road.” “Slow Horses” scored four nominations, including Writer: Drama, Will Smith; Editing: Fiction, Fiona Brands; Make Up & Hair Design, Lucy Sibbick and Victoria Money; and Sound: Fiction for Andrew Sissons, Martin Jensen, Ben Tisdall, Joe Beal, Duncan Price and Conor Thompson. “Prehistoric Planet: Ice Age” also landed a nod for Special, Visual & Graphic Effects for Russell Dodgson, Framestore, Andy Jones, Simon Bland, Francois Dumoulin and Gavin McKenzie.
These nominations mark the latest recognition from the BAFTA Television Awards for Apple, following four wins in 2025, including Editing: Fiction and Sound: Fiction for “Slow Horses,” Original Music: Fiction for “Bad Sisters” and Children’s Craft Team for “The Velveteen Rabbit”; four wins in 2024, including Editing: Fiction and Sound: Fiction for “Slow Horses,” as well as Production Design and Original Music: Fiction for world-building hit “Silo.” “Bad Sisters” earned a Titles & Graphic Identity win in 2023, as well a Drama Series win and a Supporting Actress win for series star Anne-Marie Duff. The celebrated limited series “The Essex Serpent” landed a Costume Design win for first-time BAFTA winner Jane Petrie in 2023, and in 2022, “9/11: Inside the President’s War Room” won Editing: Factual, and “1971: The Year That Music Changed Everything” won Sound: Factual.
The BAFTA Television Awards recognize the best British programs, performances and productions each year. The winners will be revealed in two ceremonies: the BAFTA Television Craft Awards on Sunday, April 26 and the BAFTA Television Awards on Sunday, May 10 in London.
Additionally, Apple landed three Royal Television Society (RTS) Programme Award nominations for “Slow Horses,” including Drama Series, Supporting Actor — Male for Christopher Chung and Supporting Actor — Female for Saskia Reeves. “Down Cemetery Road” also earned three RTS West of England Award nominations for Production (Scripted), On Screen Talent (Performance) Emma Thompson and Sound. The winners will be revealed in two ceremonies: the RTS Programme Awards on Tuesday, March 24 and the RTS West of England Awards on Sunday, April 26.
To date, Apple Original films, documentaries and series have been honored with 773 wins and 3,366 award nominations and counting, including multi-Emmy Award-winning and history-making comedies “The Studio” and “Ted Lasso,” global cultural phenomenon “Severance,” Apple’s most-viewed drama “Pluribus,” Oscar Best Picture winner “CODA” and Academy Award winner “F1,” the highest-grossing sports feature of all time.
Apple landed 15 nominations for the 2026 BAFTA Television Awards, including:
“Severance”
International
Director: Fiction — Sam Donovan
Photography & Lighting: Fiction — Suzie Lavelle
“Pluribus”
International
“The Studio”
International
“Knife Edge: Chasing Michelin Stars”
Factual Entertainment
“Vietnam: The War That Changed America”
Specialist Factual
Director: Factual — Rob Coldstream
“Smoke”
Leading Actor — Taron Egerton
“Down Cemetery Road”
Supporting Actor — Fehinti Balogun
“Slow Horses”
Writer: Drama — Will Smith
Editing: Fiction — Fiona Brands
Make Up & Hair Design — Lucy Sibbick, Victoria Money
Sound: Fiction — Andrew Sissons, Martin Jensen, Ben Tisdall, Joe Beal, Duncan Price, Conor Thompson
“Prehistoric Planet: Ice Age”
Special, Visual & Graphic Effects — Russell Dodgson, Framestore, Andy Jones, Simon Bland, Francois Dumoulin, Gavin McKenzie
Apple landed three nominations for the Royal Television Society Programme Awards, including:
“Slow Horses”
Drama Series
Supporting Actor — Male — Christopher Chung
Supporting Actor — Female — Saskia Reeves
And three nominations for the Royal Television Society West of England Awards, including:
“Down Cemetery Road”
Production (Scripted)
On Screen Talent (Performance) — Emma Thompson
Sound
All titles are now streaming globally on Apple TV.
MacDailyNews Note: Apple TV is available on the Apple TV app in over 100 countries and regions, on over 1 billion screens, including iPhone, iPad, Apple TV 4K, Apple Vision Pro, Mac, popular smart TVs from Samsung, LG, Sony, VIZIO, TCL and others, Roku and Amazon Fire TV devices, Chromecast with Google TV, PlayStation and Xbox gaming consoles, and at tv.apple.com, for $12.99 per month with a seven-day free trial for new subscribers. For a limited time, customers who purchase and activate a new iPhone, iPad, Apple TV 4K or Mac can enjoy three months of Apple TV for free.
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Apple TV renews award-winning space drama ‘For All Mankind’ for sixth and final season
Apple TV this week announced that its award-winning and celebrated space drama series, “For All Mankind,” has been renewed for a sixth and final season, marking the show’s final mission ahead of its highly anticipated season five debut. From creators Ronald D. Moore, Matt Wolpert, and Ben Nedivi, the 10-episode fifth season lifts off on Apple TV with one episode on Friday, March 27, followed by one new episode every Friday through May 29, and an exciting new spinoff, “Star City,” is set to make its global debut on May 29.
“Getting to explore the ‘For All Mankind’ universe over six seasons has been an amazing privilege, and we’re thrilled to have the opportunity to finish the story the way we’ve always hoped,” said Wolpert and Nedivi in a statement. “We’re incredibly proud of what this series has become, and grateful to Apple TV and Sony Pictures Television for helping us see it through to its final chapter.”
“From being one of the first Apple Originals to launch on Apple TV in 2019, ‘For All Mankind’ has remained an innovative, epic sci-fi series that has enthralled fans season after season,” said Matt Cherniss, head of programming for Apple TV, in a statement. “As one of Apple TV’s most enduring and celebrated series, it has delivered time and again because of the extraordinary artistry of visionary storytellers Ron, Matt and Ben, along with our partners at Sony, and we can’t wait for people to experience how this story comes to its exhilarating conclusion when the final season debuts next year.”
Since its global debut as part of the launch of Apple TV in 2019, “For All Mankind” has been widely and consistently celebrated as “superior sci-fi” and “one of the best shows on television.” The series has earned recognition from the Primetime Creative Arts Emmy Awards and Producers Guild of America Awards, along with nominations from the Critics Choice Awards and other leading industry honors. The drama continues to receive global acclaim from critics and fans alike. The sixth and final season of “For All Mankind” is about to go into production and the first four seasons are streaming globally on Apple TV.
In the upcoming season five of “For All Mankind,” the generation-spanning series picks up in the 2010s, years since the Goldilocks asteroid heist. Happy Valley has grown into a thriving colony with thousands of residents and a base for new missions that will take us even further into the solar system. But with the nations of Earth now demanding law and order on the Red Planet, friction continues to build between the people who live on Mars and their former home. The ensemble cast returning for season five includes Joel Kinnaman, Toby Kebbell, Edi Gathegi, Cynthy Wu, Coral Peña and Wrenn Schmidt, alongside new series regulars Mireille Enos (“The Killing,” “Hanna”), Costa Ronin (“The Americans,” “Homeland”), Sean Kaufman (“The Summer I Turned Pretty”), Ruby Cruz (“Bottoms”) and Ines Asserson (“Royalteen”).
“For All Mankind” is created by Emmy Award winner Moore, and Emmy Award nominees Wolpert and Nedivi. Wolpert and Nedivi serve as showrunners and executive produce alongside Moore and Maril Davis of Tall Ship Productions, as well as Kira Snyder, David Weddle, Bradley Thompson and Seth Edelstein. “For All Mankind” is produced for Apple TV by Sony Pictures Television.
Apple TV offers premium, compelling drama and comedy series, feature films, groundbreaking documentaries, and kids and family entertainment, and is available to watch across all of a user’s favorite screens. After its launch on November 1, 2019, Apple TV became the first all-original streaming service to launch around the world, and has premiered more original hits and received more award recognitions faster than any other streaming service in its debut. To date, Apple Original films, documentaries and series have been honored with 773 wins and 3,347 award nominations and counting, including multi-Emmy Award-winning and history-making comedies “The Studio” and “Ted Lasso,” global cultural phenomenon “Severance,” Apple’s most-viewed drama “Pluribus,” Academy Award Best Picture winner “CODA” and Academy Award winner “F1,” the highest-grossing sports feature of all time.
MacDailyNews Note: Apple TV is available on the Apple TV app in over 100 countries and regions, on over 1 billion screens, including iPhone, iPad, Apple TV 4K, Apple Vision Pro, Mac, popular smart TVs from Samsung, LG, Sony, VIZIO, TCL and others, Roku and Amazon Fire TV devices, Chromecast with Google TV, PlayStation and Xbox gaming consoles, and at tv.apple.com, for $12.99 per month with a seven-day free trial for new subscribers. For a limited time, customers who purchase and activate a new iPhone, iPad, Apple TV 4K or Mac can enjoy three months of Apple TV for free.
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Apple launches Apple Business. a new all‑in‑one platform for businesses of all sizes
Apple on Tuesday announced Apple Business, a new all-in-one platform that includes key services companies need to effortlessly manage devices, reach more customers, equip team members with essential apps and tools, and get support from experts to run and grow efficiently and securely. Apple Business features built-in mobile device management, helping businesses easily configure employee groups, device settings, security, and apps with Blueprints to quickly get started. In addition, customers can now set up business email, calendar, and directory services with their own domain name for seamless and elevated communication and collaboration. And Apple Business can help millions of companies grow their reach and connect with local customers across Apple Maps, Mail, Wallet, Siri, and more, including a new option coming this summer that will enable businesses in the U.S. and Canada to place local ads in Maps during key search and discovery moments. Apple Business will be available starting Tuesday, April 14, in more than 200 countries and regions.
“Apple Business is a significant leap forward in our decades-long commitment to helping companies of all sizes leverage the power of Apple products and services to run and grow,” said Susan Prescott, Apple’s vice president of Enterprise and Education Marketing. “We’ve unified Apple’s strongest business offerings into one simple, secure platform, delivering key features for organizations in every stage and sector, including built-in device management, collaboration tools, and additional ways to reach new customers. We can’t wait to see how Apple Business helps companies spend more time focusing on what they love and connecting deeply with their communities.”
Built-In Mobile Device Management
Apple Business offers built-in mobile device management (MDM), facilitating a comprehensive view of an organization’s Apple devices, settings, and more from a single interface. Previously available as a subscription within Apple Business Essentials in the U.S., Apple Business is designed to make IT easy — including for small businesses without dedicated IT resources. Apple Business includes new Blueprints to easily set up devices with preconfigured settings and apps, ensuring consistency and security and enabling zero-touch deployment for employees, so that new Apple products are ready to go out of the box.
Apple Business includes options to purchase upgraded iCloud storage and support with AppleCare+ for Business, and a companion Apple Business app will allow employees to install apps for work, view colleague contact information, and request support while on the go.
Apple Business expands the availability of Apple Business Manager to more than 200 countries and regions, and supports additional device management features, including:
• Managed Apple Accounts: Company data remains secure while employee data remains private, with cryptographic separation of work and personal data on devices. Apple Business enables automated Managed Apple Account creation for new employees through integration with an identity service provider, including Google Workspace, Microsoft Entra ID, and more.
• Employee management: Create user groups by function or team to assign apps and roles. Organizations can also create custom roles to manage access exactly the way they want.
• App distribution: Easily acquire and distribute apps to employees and teams through the App Store.
• Admin API: Simplify large deployments with API access to device, user, audit, and MDM service data.
Blueprints allow users to easily set up devices with preconfigured settings and apps, ensuring consistency and security and enabling zero-touch deployment for employees. Mobile device management is built in to Apple Business, facilitating a comprehensive view of an organization’s Apple devices, settings, and more from a single interface.
New Ways to Manage Productivity and Collaboration
Apple Business introduces fully integrated email, calendar, and directory services that are designed to make it seamless to start a new business with a professional identity. Businesses can bring their own custom domain name or purchase a new one through Apple Business, helping founders elevate communication and collaboration. These services streamline operations, with scheduling tools like calendar delegation and a built-in company directory to make it easy for employees to connect with user groups and personalized contact cards.
Enhanced Discoverability in Apple Maps
Every day, users choose Apple Maps to discover and explore places and businesses around them. Beginning this summer in the U.S. and Canada, businesses will have a new way to be discovered by using Apple Business to create ads on Maps. Ads on Maps will appear when users search in Maps, and can appear at the top of a user’s search results based on relevance, as well as at the top of a new Suggested Places experience in Maps, which will display recommendations based on what’s trending nearby, the user’s recent searches, and more. Ads will be clearly marked to ensure transparency for Maps users.
Ads on Maps builds on Apple’s broader privacy-first approach to advertising, and maintains the same privacy protections Maps users enjoy today. A user’s location and the ads they see and interact with in Maps are not associated with a user’s Apple Account. Personal data stays on a user’s device, is not collected or stored by Apple, and is not shared with third parties. When Apple Business is available in April, businesses will need to first claim their location on Maps. Once ads on Maps is available, businesses will be able to access a fully automated experience of creating ads through Apple Business in a few simple steps. Current Apple Ads advertisers and agencies will also have the option to book ads through their existing Apple Ads experience, which will offer additional customization options for their ad campaigns.
Beginning this summer in the U.S. and Canada, companies will have a new way to be discovered by using Apple Business to create ads on Maps, which will appear when users search in Maps.
Brand and Location Features in One Convenient Place
Brand management tools previously available in Apple Business Connect will now be available through Apple Business, making it easier than ever for businesses to set up and manage how their brand and locations appear across Apple services and apps.
• Brand profiles: Manage brand name, logo, and key details consistently across Apple Maps, Wallet, and other features and apps.
• Rich place cards: Customize with photos, detailed location information, hours, and other useful details that display across Apple Maps, Safari, Spotlight, and more.
• Showcases and custom actions: Highlight deals, special offers, new products, or seasonal items on place cards in Maps. Add custom actions like order or reserve to direct customers to a preferred website or app.
• Location insights: Gain valuable insights into how customers discover and interact with businesses on Maps, including search, views, and taps on actions.
• Branded communications: Display branding prominently in the Mail app and on iCloud Mail to increase awareness. Branding will display with tracked orders in Wallet for a more recognizable customer experience.
• Tap to Pay on iPhone: Build trust by displaying a brand logo and name on the payment screen when accepting payments directly on iPhone.
With Apple Business, companies can manage their brand name, logo, and key details consistently across Apple Maps, Wallet, and other features and apps.
Apple Business offers valuable insights into how customers discover and interact with locations on Maps, including search, views, and taps on actions.
MacDailyNews Note: Starting April 14, Apple Business will be available as a free service in the U.S. and 200+ countries and regions to new and existing users of Apple Business Connect, Apple Business Essentials, and Apple Business Manager. For more information, visit business.apple.com/preview.
Ads on Apple Maps will be available to businesses starting this summer in the U.S. and Canada. For more information, visit ads.apple.com/maps.
Apple Business Essentials, Apple Business Manager, and Apple Business Connect will no longer be available once Apple Business launches. Business Essentials customers will no longer be charged their monthly service fee for device management after April 14. Existing Business Connect data — including claimed locations, place card information, photos, organization information, account details, and more — will automatically migrate to Apple Business at launch.
The Apple Business companion app, along with email, calendar, and directory features, will require iOS 26, iPadOS 26, or macOS 26.
Customers in the U.S. can purchase additional iCloud storage up to 2TB per user, starting at $0.99 per user per month. AppleCare+ for Business coverage is available per device or per user, starting at $6.99 per month, or $13.99 per month per user for up to three devices.
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Apple Music delivers concert listings with new Bandsintown and Ticketmaster Integrations
This week, the Apple Music streaming service announced deals with both Ticketmaster and Bandsintown. The integrations will make it significantly easier for Apple Music users to discover upcoming concerts and purchase tickets directly while browsing the app.
Ariel King and Chris Eggertsen for Billboard:
The former agreement will see Ticketmaster power Apple Music’s new concert discovery feature, designed to help users find nearby Ticketmaster-ticketed events based on their listening profiles. Ticketmaster concert listings will be integrated directly into the app and be visible in the homepage carousel, a dedicated concerts “tab & browse” section, and on artist pages. Users will also receive push notifications alerting them when their favorite artists are playing in their area. Each concert listing will link to Ticketmaster, allowing users to easily purchase tickets.
Meanwhile, the Bandsintown integration will see concert listings from the live event discovery platform appearing on Apple Music artist pages and in a new Concerts tab within the search feature.
Artists who publish their events via Bandsintown and connect their Apple Music profiles to the platform will have their upcoming concerts appear directly on the streaming service. Venues, festivals and promoters utilizing Bandsintown Pro will also see their events featured on the platform.
MacDailyNews Take: Apple Music keeps getting better and better!
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Apple’s iOS 26.4, iPadOS 26.4, and macOS 26.4 updates are packed with practical improvements and security fixes
Apple on Tuesday released version 26.4 of its major operating systems, delivering a substantial collection of refinements, new capabilities, and important security patches across iOS, iPadOS, macOS Tahoe, and supporting platforms including watchOS, tvOS, and visionOS.
Unlike the relatively quiet 26.3 update last month, the new 26.4 releases introduce a broad array of medium-sized tweaks that users are likely to notice in daily use. The updates were previously available in beta testing and are now rolling out to compatible devices worldwide.
Key New Features and Enhancements
Among the highlights available across iOS, iPadOS, and macOS are:
• Battery health improvements for MacBooks: New charging limits that allow users to prevent batteries from charging to full capacity, helping extend long-term battery life.
• Safari’s compact tab view returns: The streamlined tab interface returns for Safari on both macOS Tahoe and iPadOS 26.
• Stolen Device Protection now enabled by default: Apple’s security feature designed to make it much harder for thieves to access or reset a stolen iPhone or iPad is now active out of the box.
• Fresh emoji additions: A selection of new characters from the Unicode 17.0 standard.
• AI-powered Apple Music playlists: Users can now generate playlists using Apple’s intelligence features.
• Enhanced Freeform app tools: New Creator Studio capabilities for the built-in collaborative whiteboard app.
• More flexible Family Sharing: Adults in a family group can now use separate payment methods for App Store and other purchases.
Platform-Specific Notes
On the messaging front, Apple confirmed that end-to-end encrypted RCS (version 3.0) remains in public testing and was not included in the final 26.4 release. iPhone users will continue to use the standard unencrypted RCS when texting Android devices, or fall back to SMS where necessary.
For users on older hardware, Apple also issued iOS/iPadOS 18.7.7 for iPhone XS, XS Max, XR, and the 7th-generation iPad — devices that cannot run iOS 26. Similarly, Macs not yet upgraded to macOS Tahoe can receive macOS Sequoia 15.7.5 or macOS Sonoma 14.8.5, which include their own security updates.
Strong Emphasis on Security
As is typical with Apple’s point releases, security forms a major part of the update. Apple has published detailed lists of fixes for iOS/iPadOS and macOS, addressing a wide range of vulnerabilities. Users are strongly encouraged to install the updates promptly, especially given the volume of security patches.
MacDailyNews Note: Notable features still on the horizon include a significantly more intelligent Siri (expected to leverage Google’s Gemini models) and the final implementation of encrypted RCS messaging. Apple is expected to provide further details on future OS plans at WWDC 2026 on June 8th.
The 26.4 updates are available now via Settings > General > Software Update on iPhone and iPad, and through System Settings on Mac. As always, it’s recommended to back up devices before installing major updates.
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Watch Steve Jobs delivers enthusiastic internal pep talk at Apple Campus in 1999, outlining path to greatness
In a newly surfaced 15-minute video from an internal Apple company meeting on July 27, 1999, Steve Jobs addresses employees at the Apple campus in a relaxed, ripped jeans-clad appearance, celebrating the recent launch of the iBook and outlining the company’s turnaround and ambitious future plans.
The video, uploaded on March 17, 2026, by YouTube user Akira Nonaka (a former Apple engineer), shows Jobs in high spirits, opening with casual remarks and applause from the audience. He highlights the massive success of the iBook launch at Macworld New York, which drew nearly 50,000 attendees and earned widespread positive press coverage. Jobs praises the cross-functional teams — engineering, operations, marketing, and finance — for delivering a stylish, affordable, consumer-friendly laptop featuring innovative elements like the Airport wireless networking system (developed in partnership with Lucent).
Jobs emphasizes Apple’s refreshed product lineup, including the colorful iMac, Power Mac G3, PowerBook G3, and the new iBook. He stresses the importance of rapid iteration, noting that Apple plans to refresh products frequently to stay ahead of competitors. The company had achieved seven consecutive profitable quarters, including a $200 million profit in the most recent one, but Jobs makes clear that the goal extends far beyond financial recovery: “We’re not just turning Apple around. We’re making Apple great again.”
Key strategic themes in the speech include:
• Innovation in connectivity: Spotlighting Airport wireless technology and FireWire as differentiators.
• Targeted market focus: Prioritizing creative professionals, the education sector (where Apple aims to regain lost share), and consumers, rather than chasing enterprise sales like rivals such as Dell or Compaq.
• Integrated advantage: Apple’s control over both hardware and software, combined with strong evangelism, allows it to bring innovations to market faster than fragmented competitors (including Microsoft).
• Operational excellence and growth ambitions: Jobs expresses pride in the team’s execution and forecasts “explosive growth,” with expectations of shipping 4–5 million computers per year and more groundbreaking products lined up for the holiday season.
In the speech, Jobs is rallying the troops around a shared vision of building world-changing computers. Audience reactions include cheers and applause throughout.
This never-before-seen footage (or at least rarely seen) provides a candid snapshot of Apple’s culture during its late-1990s resurgence under Jobs’ second stint as CEO. It captures the energy and clarity of purpose that helped transform the company from near-bankruptcy into the innovation powerhouse it later became. The video has quickly gained traction online since its upload, with viewers noting the nostalgic feel and Jobs’ charismatic leadership style.
MacDailyNews Take: We miss you every day, Steve!
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Apple co-founder Steve Wozniak is ‘not a fan’ of AI
Apple co-founder Steve Wozniak is raising concerns about artificial intelligence as the technology becomes more embedded in everyday life, warning that it may not yet deliver the reliability and human understanding people expect. Wozniak joined FOX Business’ Liz Claman on “The Claman Countdown” to discuss how AI is evolving and where he believes it falls short despite rapid advancements across the tech industry.
Watch the latest video at foxbusiness.com
Arabella Bennett for FOXBusiness:
Wozniak, who helped build Apple’s earliest computers and shape the personal computing revolution, framed his skepticism around the importance of human thinking and emotional awareness, arguing that technology should reflect genuine understanding rather than just well-written responses.
“I want to know some human being like myself is thinking, knowing what I might feel, and understanding emotions and all that,” Wozniak said.
Drawing from his own experience testing AI tools, Wozniak said the systems often fail to answer questions directly, instead offering broad or unrelated information that misses the user’s true need.
“I want such reliable content every time. I am not a fan of AI,” Wozniak said.
His remarks also touched on the broader impact of technology on human behavior, suggesting that growing dependence on automated systems could change how people process information and solve problems.
“You become dependent on it,” Wozniak said.
MacDailyNews Take: The AI dependency issue is a real concern.
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Apple teases major AI push with iOS 27 and macOS 27
Apple as officially announced that its annual Worldwide Developers Conference (WWDC 2026) will take place from June 8 to June 12, with the in-person keynote kicking off on Monday, June 8, at the company’s headquarters in Cupertino, California.
The event, which is expected to be primarily online and free for all developers, will spotlight significant software updates across Apple’s platforms — including the anticipated reveals of iOS 27, macOS 27, and other OS versions — with a strong emphasis on AI advancements.
“WWDC26 will spotlight incredible updates for Apple platforms, including AI advancements and exciting new software and developer tools,” the company said in a statement.
Bloomberg News reports that the conference is seen as a pivotal moment for Apple to ramp up its artificial intelligence efforts, described by the outlet as the start of the company’s “AI comeback bid.” The keynote will likely preview new AI features for iPhone, Mac, and other devices, building on previous Apple Intelligence initiatives.
In addition to the main keynote, developers can look forward to sessions on new tools, frameworks, and platform enhancements throughout the week. As is tradition, the first betas of iOS 27, macOS 27, and related operating systems are expected to drop shortly after the keynote for developers.
Apple’s WWDC has historically been the stage for major software announcements that shape the ecosystem for the year ahead. This year’s focus on AI comes as the company seeks to deliver more substantial intelligence features following earlier rollouts.
MacDailyNews Take: Fingers crossed!
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Apple to roll out search ads in Maps app as services revenue push accelerates
Apple is preparing to introduce search-based advertising in its Apple Maps app, marking a significant expansion of its services business and bringing the navigation tool closer to the monetization model long used by rival Google Maps, Mark Gurman reports for Bloomberg News.
The company plans to allow retailers and brands to bid for prominent ad slots that appear in response to user search queries, such as for restaurants, bars or stores. The ads will show up as top results in the Maps app, Gurman reports citing people familiar with the matter. An official announcement could come as soon as this month, with the feature potentially rolling out to users this summer.
The move is part of Apple’s ongoing effort to grow its high-margin services revenue, which includes the App Store, Apple Music, iCloud and advertising. Services have become an increasingly important part of the company’s business as iPhone sales growth slows in mature markets.
Apple Maps has historically avoided ads to differentiate itself from Google Maps, emphasizing privacy and a cleaner user experience. However, the company has gradually expanded its advertising footprint in recent years, including search ads in the App Store and other placements across iOS.
MacDailyNews Take: The new feature will operate similarly to Google’s system, where businesses compete in auctions for visibility tied to specific search terms. While the change could boost Apple’s services income, it risks drawing criticism from users who have come to expect an ad-light experience from the company’s apps.
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