Apple's latest ad for the ultra-thin iPad Pro features an industrial press crushing various objects like books, instruments, and an arcade game machine to showcase the device's capabilities. While CEO Tim Cook praised the ad's creativity, it received backlash on social media for symbolically destroying human creativity and cultural achievements. Critics called it out of touch and soulless, contrasting it with Apple's iconic 1984 Macintosh ad. The ad garnered 19.3 million views but sparked debates on the portrayal of technology and creativity in today's world.
At Apple's event, the tech giant revealed the iPad Air with an M2 chip offering AI features for design and photo editing, while the iPad Pro now includes an M4 chip with upgraded Neural Engine for machine learning tasks. AI updates in iPadOS and Apple apps like Subject Life, Live Text, and Visual Look Up enhance user experience. The iPad Pro's True Tone Flash uses AI to improve document scanning. This marks Apple's shift towards AI offerings, with more expected at WWDC and iPhone events. Prices start at $599 for iPad Air and $999 for iPad Pro.
Apple Inc. (formerly Apple Computer, Inc.) is an American multinational corporation and technology company headquartered in Cupertino, California, in Silicon Valley. It designs, develops, and sells consumer electronics, computer software, and online services. Devices include the iPhone, iPad, Mac, Apple Watch, Vision Pro, and Apple TV; operating systems include iOS, iPadOS, and macOS; and software applications and services include iTunes, iCloud, Apple Music, and Apple TV+.As of March 2023, Apple was the world's largest company by market capitalization, but it lost this position to Microsoft in January 2024. In 2022, it was the largest technology company by revenue, with US$394.3 billion. As of June 2022, Apple was the fourth-largest personal computer vendor by unit sales, the largest manufacturing company by revenue, and the second-largest manufacturer of mobile phones in the world. It is one of the Big Five American information technology companies, alongside Alphabet (the parent company of Google), Amazon, Meta (the parent company of Facebook), and Microsoft.Apple was founded as Apple Computer Company on April 1, 1976, to produce and market Steve Wozniak's Apple I personal computer. The company was incorporated by Wozniak and Steve Jobs in 1977. Its second computer, the Apple II, became a best seller as one of the first mass-produced microcomputers. Apple introduced the Lisa in 1983 and the Macintosh in 1984, as some of the first computers to use a graphical user interface and a mouse. By 1985, the company's internal problems included the high cost of its products and power struggles between executives. That year Jobs left Apple to form NeXT, Inc., and Wozniak withdrew to other ventures. The market for personal computers expanded and evolved throughout the 1990s, and Apple lost considerable market share to the lower-priced duopoly of the Microsoft Windows operating system on Intel-powered PC clones (also known as "Wintel").In 1997, Apple was weeks away from bankruptcy. To resolve its failed operating system strategy and entice Jobs's return, it bought NeXT. Over the next decade, Jobs guided Apple back to profitability through several tactics including introducing the iMac, iPod, iPhone, and iPad to critical acclaim, launching the "Think different" campaign and other memorable advertising campaigns, opening the Apple Store retail chain, and acquiring numerous companies to broaden its product portfolio. Jobs resigned in 2011 for health reasons, and died two months later. He was succeeded as CEO by Tim Cook.Apple has received criticism regarding its contractors' labor practices, its environmental practices, and its business ethics, including anti-competitive practices and materials sourcing. Nevertheless, it has a large following and a high level of brand loyalty. It has been consistently ranked as one of the world's most valuable brands.Apple became the first publicly traded U.S. company to be valued at over $1 trillion in August 2018, then at $2 trillion in August 2020, and at $3 trillion in January 2022. In June 2023, it was valued at just over $3 trillion.
Apple introduced the latest versions of its iPad Air and iPad Pro tablets, featuring OLED display technology and Apple's new silicon chips, the M4 and M2. The iPad Pro is offered in 11-inch and 13-inch sizes, boasting a super-thin profile of 5.1mm and brighter colors. The iPad Air also comes in two sizes, priced at $599 and $799, with improved front-facing cameras in landscape mode. These updates mark the first new iPad models since Oct 2022 and represent a significant advancement in Apple's tablet technology.
Recent tech news covers mixed reviews on the Rabbit R1 AI device, a promising SCUF controller, a powerful Alienware laptop, and Apple's Beats Solo Buds offerings including true wireless earphones and over-the-ear cans, all more affordable than AirPods with lighter and smaller designs.
Berkshire Hathaway CEO, Warren Buffett, reaffirms the company's commitment to Apple despite selling billions in shares, with Apple remaining the largest investment for Berkshire. The annual meeting, attended by notable figures like Tim Cook and Bill Gates, saw Buffett reassuring shareholders about the future leadership under Greg Abel. Despite Apple's recent sales decline, Buffett remains confident in the tech giant's prospects.
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