Tim Cook Talks HomePod, AR, and How America is ‘More Important Than Bloody Politics’ in New Interview

Bloomberg Businessweek sat down with Apple CEO Tim Cook last week to discuss a collection of topics related to Apple and the tech industry, including augmented reality, the legacy that Steve Jobs left behind, the HomePod, and the opinions he has following his work with U.S. President Donald Trump. Bloomberg Businessweek's full interview with Tim Cook will appear in the Sunday, June 19 edition of the magazine, but for now the site has shared a few interesting snippets from the talk.

One of the major talking points of the interview centered around the HomePod, Apple's new Siri-based speaker for the home that the company says will have a focus on high quality audio playback. When asked whether or not he thinks people will actually pay $349 for a HomePod, Cook pointed out the same question that gets brought up heading into the launch of every new Apple product.

Image via Bloomberg Businessweek
If you remember when the iPod was introduced, a lot of people said, “Why would anybody pay $399 for an MP3 player?” And when iPhone was announced, it was, “Is anybody gonna pay”—whatever it was at that time—“for an iPhone?” The iPad went through the same thing. We have a pretty good track record of giving people something that they may not have known that they wanted.

When I was growing up, audio was No. 1 on the list of things that you had to have. You were jammin’ out on your stereo. Audio is still really important in all age groups, not just for kids. We’re hitting on something people will be delighted with. It’s gonna blow them away. It’s gonna rock the house.
The main iOS topic covered in the new interview was augmented reality and its upcoming addition in iOS 11 thanks to ARKit. Cook said that he's so excited about the possibilities for the future of AR that he just wants to "yell out and scream," while admitting that there are limitations to the technology in its current state. But he thinks that those limitations are the building blocks of an "incredible runway" with a bright future, and said that, "When people begin to see what’s possible, it’s going to get them very excited—like we are, like we’ve been."

Bloomberg Businessweek asked how much time Cook spends thinking about his own legacy -- in the context of Steve Jobs -- to which Cook plainly stated, "None." Cook hopes that people simply remember him "as a good and decent man," and wants Jobs' DNA to remain the heart of the company for any future CEO over the next 100 years. Cook explained that while Apple as a whole will adjust and change with the times, this "Constitution" created through Jobs' beliefs and actions should be set in stone.
His ethos should drive that—the attention to detail, the care, the ­simplicity, the focus on the user and the user experience, the focus on building the best, the focus that good isn’t good enough, that it has to be great, or in his words, “insanely great,” that we should own the proprietary technology that we work with because that’s the only way you can control your future and control your quality and user experience.

And you should have the courage to walk away and be honest with yourself when you do something wrong, that you shouldn’t be so married to your position and your pride that you can’t say, “I’m changing directions.” These kind of things, these guardrails, should be the basis for Apple a century from now.

It’s like the Constitution, which is the guide for the United States. It should not change. We should revere it. In essence, these principles that Steve learned over many years are the basis for Apple. It doesn’t mean the company hasn’t changed. The company’s going to change. It’s going to go into different product areas. It’s going to learn and adjust. Many things have changed in the company, even in the last six to seven years. But our “Constitution” shouldn’t change. It should remain the same.
Cook was also directly asked about his experience working with President Donald Trump, including a tech summit late last year that saw a group of CEOs attending a meeting in Trump Tower to discuss trade, immigration, vocational education, and more. Ultimately, Cook admitted that he and Trump have "dramatically different" beliefs in most areas, and he argued that above all else, "America's more important than bloody politics."
I feel a great responsibility as an American, as a CEO, to try to influence things in areas where we have a level of expertise. I’ve pushed hard on immigration. We clearly have a very different view on things in that area. I’ve pushed on climate. We have a different view there. There are clearly areas where we’re not nearly on the same page.

We’re dramatically different. I hope there’s some areas where we’re not. His focus on jobs is good. So we’ll see. Pulling out of the Paris climate accord was very disappointing. I felt a responsibility to do every single thing I could for it not to happen. I think it’s the wrong decision. If I see another opening on the Paris thing, I’m going to bring it up again.

At the end of the day, I’m not a person who’s going to walk away and say, “If you don’t do what I want, I leave.” I’m not on a council, so I don’t have those kind of decisions. But I care deeply about America. I want America to do well. America’s more important than bloody politics from my point of view.
Rounding out the questions for the interview snippets posted today, Bloomberg Businessweek asked Cook to respond to critics who say Apple isn't innovating anymore. Cook answered with the long-time Apple argument that it's not about being first to a product category, it's about being the best in the category, while focusing on what particularly will elevate its users' lives: "It’s actually not about competing, from our point of view. It’s about thinking through for the Apple user what thing will improve their lives."

The rest of the interview includes Cook's comments on the enterprise market, Apple's $1 billion advanced manufacturing fund, and his opinions on a tax plan for repatriating the international earnings of U.S. companies. More topics are expected to be covered in the full interview on June 19.

Note: Due to the political nature of the discussion regarding this topic, the discussion thread is located in our Politics, Religion, Social Issues forum. All forum members and site visitors are welcome to read and follow the thread, but posting is limited to forum members with at least 100 posts.


Discuss this article in our forums

Tim Cook Talks HomePod, AR, and How America is ‘More Important Than Bloody Politics’ in New Interview

Bloomberg Businessweek sat down with Apple CEO Tim Cook last week to discuss a collection of topics related to Apple and the tech industry, including augmented reality, the legacy that Steve Jobs left behind, the HomePod, and the opinions he has following his work with U.S. President Donald Trump. Bloomberg Businessweek's full interview with Tim Cook will appear in the Sunday, June 19 edition of the magazine, but for now the site has shared a few interesting snippets from the talk.

One of the major talking points of the interview centered around the HomePod, Apple's new Siri-based speaker for the home that the company says will have a focus on high quality audio playback. When asked whether or not he thinks people will actually pay $349 for a HomePod, Cook pointed out the same question that gets brought up heading into the launch of every new Apple product.

Image via Bloomberg Businessweek
If you remember when the iPod was introduced, a lot of people said, “Why would anybody pay $399 for an MP3 player?” And when iPhone was announced, it was, “Is anybody gonna pay”—whatever it was at that time—“for an iPhone?” The iPad went through the same thing. We have a pretty good track record of giving people something that they may not have known that they wanted.

When I was growing up, audio was No. 1 on the list of things that you had to have. You were jammin’ out on your stereo. Audio is still really important in all age groups, not just for kids. We’re hitting on something people will be delighted with. It’s gonna blow them away. It’s gonna rock the house.
The main iOS topic covered in the new interview was augmented reality and its upcoming addition in iOS 11 thanks to ARKit. Cook said that he's so excited about the possibilities for the future of AR that he just wants to "yell out and scream," while admitting that there are limitations to the technology in its current state. But he thinks that those limitations are the building blocks of an "incredible runway" with a bright future, and said that, "When people begin to see what’s possible, it’s going to get them very excited—like we are, like we’ve been."

Bloomberg Businessweek asked how much time Cook spends thinking about his own legacy -- in the context of Steve Jobs -- to which Cook plainly stated, "None." Cook hopes that people simply remember him "as a good and decent man," and wants Jobs' DNA to remain the heart of the company for any future CEO over the next 100 years. Cook explained that while Apple as a whole will adjust and change with the times, this "Constitution" created through Jobs' beliefs and actions should be set in stone.
His ethos should drive that—the attention to detail, the care, the ­simplicity, the focus on the user and the user experience, the focus on building the best, the focus that good isn’t good enough, that it has to be great, or in his words, “insanely great,” that we should own the proprietary technology that we work with because that’s the only way you can control your future and control your quality and user experience.

And you should have the courage to walk away and be honest with yourself when you do something wrong, that you shouldn’t be so married to your position and your pride that you can’t say, “I’m changing directions.” These kind of things, these guardrails, should be the basis for Apple a century from now.

It’s like the Constitution, which is the guide for the United States. It should not change. We should revere it. In essence, these principles that Steve learned over many years are the basis for Apple. It doesn’t mean the company hasn’t changed. The company’s going to change. It’s going to go into different product areas. It’s going to learn and adjust. Many things have changed in the company, even in the last six to seven years. But our “Constitution” shouldn’t change. It should remain the same.
Cook was also directly asked about his experience working with President Donald Trump, including a tech summit late last year that saw a group of CEOs attending a meeting in Trump Tower to discuss trade, immigration, vocational education, and more. Ultimately, Cook admitted that he and Trump have "dramatically different" beliefs in most areas, and he argued that above all else, "America's more important than bloody politics."
I feel a great responsibility as an American, as a CEO, to try to influence things in areas where we have a level of expertise. I’ve pushed hard on immigration. We clearly have a very different view on things in that area. I’ve pushed on climate. We have a different view there. There are clearly areas where we’re not nearly on the same page.

We’re dramatically different. I hope there’s some areas where we’re not. His focus on jobs is good. So we’ll see. Pulling out of the Paris climate accord was very disappointing. I felt a responsibility to do every single thing I could for it not to happen. I think it’s the wrong decision. If I see another opening on the Paris thing, I’m going to bring it up again.

At the end of the day, I’m not a person who’s going to walk away and say, “If you don’t do what I want, I leave.” I’m not on a council, so I don’t have those kind of decisions. But I care deeply about America. I want America to do well. America’s more important than bloody politics from my point of view.
Rounding out the questions for the interview snippets posted today, Bloomberg Businessweek asked Cook to respond to critics who say Apple isn't innovating anymore. Cook answered with the long-time Apple argument that it's not about being first to a product category, it's about being the best in the category, while focusing on what particularly will elevate its users' lives: "It’s actually not about competing, from our point of view. It’s about thinking through for the Apple user what thing will improve their lives."

The rest of the interview includes Cook's comments on the enterprise market, Apple's $1 billion advanced manufacturing fund, and his opinions on a tax plan for repatriating the international earnings of U.S. companies. More topics are expected to be covered in the full interview on June 19.

Note: Due to the political nature of the discussion regarding this topic, the discussion thread is located in our Politics, Religion, Social Issues forum. All forum members and site visitors are welcome to read and follow the thread, but posting is limited to forum members with at least 100 posts.


Discuss this article in our forums

Tim Cook Talks HomePod, AR, and How America is ‘More Important Than Bloody Politics’ in New Interview

Bloomberg Businessweek sat down with Apple CEO Tim Cook last week to discuss a collection of topics related to Apple and the tech industry, including augmented reality, the legacy that Steve Jobs left behind, the HomePod, and the opinions he has following his work with U.S. President Donald Trump. Bloomberg Businessweek's full interview with Tim Cook will appear in the Sunday, June 19 edition of the magazine, but for now the site has shared a few interesting snippets from the talk.

One of the major talking points of the interview centered around the HomePod, Apple's new Siri-based speaker for the home that the company says will have a focus on high quality audio playback. When asked whether or not he thinks people will actually pay $349 for a HomePod, Cook pointed out the same question that gets brought up heading into the launch of every new Apple product.

Image via Bloomberg Businessweek
If you remember when the iPod was introduced, a lot of people said, “Why would anybody pay $399 for an MP3 player?” And when iPhone was announced, it was, “Is anybody gonna pay”—whatever it was at that time—“for an iPhone?” The iPad went through the same thing. We have a pretty good track record of giving people something that they may not have known that they wanted.

When I was growing up, audio was No. 1 on the list of things that you had to have. You were jammin’ out on your stereo. Audio is still really important in all age groups, not just for kids. We’re hitting on something people will be delighted with. It’s gonna blow them away. It’s gonna rock the house.
The main iOS topic covered in the new interview was augmented reality and its upcoming addition in iOS 11 thanks to ARKit. Cook said that he's so excited about the possibilities for the future of AR that he just wants to "yell out and scream," while admitting that there are limitations to the technology in its current state. But he thinks that those limitations are the building blocks of an "incredible runway" with a bright future, and said that, "When people begin to see what’s possible, it’s going to get them very excited—like we are, like we’ve been."

Bloomberg Businessweek asked how much time Cook spends thinking about his own legacy -- in the context of Steve Jobs -- to which Cook plainly stated, "None." Cook hopes that people simply remember him "as a good and decent man," and wants Jobs' DNA to remain the heart of the company for any future CEO over the next 100 years. Cook explained that while Apple as a whole will adjust and change with the times, this "Constitution" created through Jobs' beliefs and actions should be set in stone.
His ethos should drive that—the attention to detail, the care, the ­simplicity, the focus on the user and the user experience, the focus on building the best, the focus that good isn’t good enough, that it has to be great, or in his words, “insanely great,” that we should own the proprietary technology that we work with because that’s the only way you can control your future and control your quality and user experience.

And you should have the courage to walk away and be honest with yourself when you do something wrong, that you shouldn’t be so married to your position and your pride that you can’t say, “I’m changing directions.” These kind of things, these guardrails, should be the basis for Apple a century from now.

It’s like the Constitution, which is the guide for the United States. It should not change. We should revere it. In essence, these principles that Steve learned over many years are the basis for Apple. It doesn’t mean the company hasn’t changed. The company’s going to change. It’s going to go into different product areas. It’s going to learn and adjust. Many things have changed in the company, even in the last six to seven years. But our “Constitution” shouldn’t change. It should remain the same.
Cook was also directly asked about his experience working with President Donald Trump, including a tech summit late last year that saw a group of CEOs attending a meeting in Trump Tower to discuss trade, immigration, vocational education, and more. Ultimately, Cook admitted that he and Trump have "dramatically different" beliefs in most areas, and he argued that above all else, "America's more important than bloody politics."
I feel a great responsibility as an American, as a CEO, to try to influence things in areas where we have a level of expertise. I’ve pushed hard on immigration. We clearly have a very different view on things in that area. I’ve pushed on climate. We have a different view there. There are clearly areas where we’re not nearly on the same page.

We’re dramatically different. I hope there’s some areas where we’re not. His focus on jobs is good. So we’ll see. Pulling out of the Paris climate accord was very disappointing. I felt a responsibility to do every single thing I could for it not to happen. I think it’s the wrong decision. If I see another opening on the Paris thing, I’m going to bring it up again.

At the end of the day, I’m not a person who’s going to walk away and say, “If you don’t do what I want, I leave.” I’m not on a council, so I don’t have those kind of decisions. But I care deeply about America. I want America to do well. America’s more important than bloody politics from my point of view.
Rounding out the questions for the interview snippets posted today, Bloomberg Businessweek asked Cook to respond to critics who say Apple isn't innovating anymore. Cook answered with the long-time Apple argument that it's not about being first to a product category, it's about being the best in the category, while focusing on what particularly will elevate its users' lives: "It’s actually not about competing, from our point of view. It’s about thinking through for the Apple user what thing will improve their lives."

The rest of the interview includes Cook's comments on the enterprise market, Apple's $1 billion advanced manufacturing fund, and his opinions on a tax plan for repatriating the international earnings of U.S. companies. More topics are expected to be covered in the full interview on June 19.

Note: Due to the political nature of the discussion regarding this topic, the discussion thread is located in our Politics, Religion, Social Issues forum. All forum members and site visitors are welcome to read and follow the thread, but posting is limited to forum members with at least 100 posts.


Discuss this article in our forums

Tim Cook Talks HomePod, AR, and How America is ‘More Important Than Bloody Politics’ in New Interview

Bloomberg Businessweek sat down with Apple CEO Tim Cook last week to discuss a collection of topics related to Apple and the tech industry, including augmented reality, the legacy that Steve Jobs left behind, the HomePod, and the opinions he has following his work with U.S. President Donald Trump. Bloomberg Businessweek's full interview with Tim Cook will appear in the Sunday, June 19 edition of the magazine, but for now the site has shared a few interesting snippets from the talk.

One of the major talking points of the interview centered around the HomePod, Apple's new Siri-based speaker for the home that the company says will have a focus on high quality audio playback. When asked whether or not he thinks people will actually pay $349 for a HomePod, Cook pointed out the same question that gets brought up heading into the launch of every new Apple product.

Image via Bloomberg Businessweek
If you remember when the iPod was introduced, a lot of people said, “Why would anybody pay $399 for an MP3 player?” And when iPhone was announced, it was, “Is anybody gonna pay”—whatever it was at that time—“for an iPhone?” The iPad went through the same thing. We have a pretty good track record of giving people something that they may not have known that they wanted.

When I was growing up, audio was No. 1 on the list of things that you had to have. You were jammin’ out on your stereo. Audio is still really important in all age groups, not just for kids. We’re hitting on something people will be delighted with. It’s gonna blow them away. It’s gonna rock the house.
The main iOS topic covered in the new interview was augmented reality and its upcoming addition in iOS 11 thanks to ARKit. Cook said that he's so excited about the possibilities for the future of AR that he just wants to "yell out and scream," while admitting that there are limitations to the technology in its current state. But he thinks that those limitations are the building blocks of an "incredible runway" with a bright future, and said that, "When people begin to see what’s possible, it’s going to get them very excited—like we are, like we’ve been."

Bloomberg Businessweek asked how much time Cook spends thinking about his own legacy -- in the context of Steve Jobs -- to which Cook plainly stated, "None." Cook hopes that people simply remember him "as a good and decent man," and wants Jobs' DNA to remain the heart of the company for any future CEO over the next 100 years. Cook explained that while Apple as a whole will adjust and change with the times, this "Constitution" created through Jobs' beliefs and actions should be set in stone.
His ethos should drive that—the attention to detail, the care, the ­simplicity, the focus on the user and the user experience, the focus on building the best, the focus that good isn’t good enough, that it has to be great, or in his words, “insanely great,” that we should own the proprietary technology that we work with because that’s the only way you can control your future and control your quality and user experience.

And you should have the courage to walk away and be honest with yourself when you do something wrong, that you shouldn’t be so married to your position and your pride that you can’t say, “I’m changing directions.” These kind of things, these guardrails, should be the basis for Apple a century from now.

It’s like the Constitution, which is the guide for the United States. It should not change. We should revere it. In essence, these principles that Steve learned over many years are the basis for Apple. It doesn’t mean the company hasn’t changed. The company’s going to change. It’s going to go into different product areas. It’s going to learn and adjust. Many things have changed in the company, even in the last six to seven years. But our “Constitution” shouldn’t change. It should remain the same.
Cook was also directly asked about his experience working with President Donald Trump, including a tech summit late last year that saw a group of CEOs attending a meeting in Trump Tower to discuss trade, immigration, vocational education, and more. Ultimately, Cook admitted that he and Trump have "dramatically different" beliefs in most areas, and he argued that above all else, "America's more important than bloody politics."
I feel a great responsibility as an American, as a CEO, to try to influence things in areas where we have a level of expertise. I’ve pushed hard on immigration. We clearly have a very different view on things in that area. I’ve pushed on climate. We have a different view there. There are clearly areas where we’re not nearly on the same page.

We’re dramatically different. I hope there’s some areas where we’re not. His focus on jobs is good. So we’ll see. Pulling out of the Paris climate accord was very disappointing. I felt a responsibility to do every single thing I could for it not to happen. I think it’s the wrong decision. If I see another opening on the Paris thing, I’m going to bring it up again.

At the end of the day, I’m not a person who’s going to walk away and say, “If you don’t do what I want, I leave.” I’m not on a council, so I don’t have those kind of decisions. But I care deeply about America. I want America to do well. America’s more important than bloody politics from my point of view.
Rounding out the questions for the interview snippets posted today, Bloomberg Businessweek asked Cook to respond to critics who say Apple isn't innovating anymore. Cook answered with the long-time Apple argument that it's not about being first to a product category, it's about being the best in the category, while focusing on what particularly will elevate its users' lives: "It’s actually not about competing, from our point of view. It’s about thinking through for the Apple user what thing will improve their lives."

The rest of the interview includes Cook's comments on the enterprise market, Apple's $1 billion advanced manufacturing fund, and his opinions on a tax plan for repatriating the international earnings of U.S. companies. More topics are expected to be covered in the full interview on June 19.

Note: Due to the political nature of the discussion regarding this topic, the discussion thread is located in our Politics, Religion, Social Issues forum. All forum members and site visitors are welcome to read and follow the thread, but posting is limited to forum members with at least 100 posts.


Discuss this article in our forums

Tim Cook Confirms Apple’s Focus on Autonomous Driving Systems

Apple CEO Tim Cook has spoken to Bloomberg to clarify for the first time the company's intentions in the automotive market, following several reports in recent months indicating that the company has put its ambitions to build a car on the back-burner.
"We're focusing on autonomous systems," Cook said in an interview on Bloomberg Television. "It's a core technology that we view as very important."

"We sort of see it as the mother of all AI projects," Cook said in his most detailed comments to date on Apple's plans in the car space. "It's probably one of the most difficult AI projects actually to work on."
Cook has not been as forthcoming in previous remarks when asked about Apple's car plans, choosing instead to call the automotive space "interesting" because of the potential for new technologies. However recent rumors had converged around the belief that Apple has refocused its car project, which reportedly involved more than 1,000 engineers when it originally began in 2014.

Ballooning costs and a change in management were said to have pushed Apple's car strategy increasingly toward autonomous driving systems, leading to dozens of employees involved in the project being laid off as part of an internal "reboot".
"There is a major disruption looming," Cook told Bloomberg, citing self-driving technology, electric vehicles and ride-hailing. "You've got kind of three vectors of change happening generally in the same time frame. If you've driven an electric car, it's actually a marvelous experience. "
Cook's comments are particularly timely, following indications that Apple's exclusive focus on self-driving technology has accelerated in recent months.

In April, the company was granted a permit from the California DMV to test self-driving vehicles on public roads, and is rumored to be planning to test its self-driving car software platform in three 2015 Lexus RX450h SUVs. The SUVs have already been spotted out on the road fitted with a range of sensors and cameras.

Apple is thought to have several teams working on different aspects of its automotive software. In Canada, a team of two dozen former BlackBerry QNX customers are said to be developing the base operating system, while another team is working on the software that will run on it, such as a heads-up display and self-driving capabilities.

A report by Bloomberg last October claimed Apple could return to developing its own vehicle in future, or partner with existing carmakers, but given Cook's latest comments, any prospect of an Apple Car seems some way off, at least for now.

"We'll see where it takes us," Cook told Bloomberg most recently when asked about the chances Apple could one day make its own vehicle. "We're not really saying from a product point of view what we will do."

Related Roundup: Apple Car
Tag: bloomberg.com

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Rumored Siri Speaker in Production Ahead of Possible WWDC Debut

Apple's rumored Siri smart speaker, which is designed to compete with the Google Home and Amazon Echo, is already in production ahead of a prospective debut at the upcoming Worldwide Developers Conference, reports Bloomberg.

Citing sources "familiar with the matter," Bloomberg says production has already started on the speaker, but it is not expected to be ready to ship until later in the year. Still, Apple could introduce the speaker at WWDC, which kicks off next Monday.

Despite rumors hinting at a touch screen, and comments from Apple marketing chief Phil Schiller questioning the usefulness of an AI-based speaker product without a screen, the upcoming Siri speaker will not feature a display.

A Siri speaker mockup with a "Mac Pro-like" concave design (Image via iFunnyVlogger)

Instead, Apple will differentiate its speaker from Amazon and Google offerings through deep integration with Apple products and superior sound quality, including virtual surround sound technology. The speaker is said to be louder and "reproduce sound more crisply" than the Home and the Echo, and it could also include sensors for measuring a room's acoustics and adjusting audio levels automatically during use.

As with the Echo and the Home, Apple's speaker will likely support third-party services and apps, allowing it to perform a wide range of tasks. It will also serve as a HomeKit hub.
Introducing a speaker would serve two main purposes: providing a hub to automate appliances and lights via Apple's HomeKit system, and establishing a bulwark inside the home to lock customers more tightly into Apple's network of services.
Inventec, the company that manufactures Apple's AirPods, is said to be manufacturing the speaker, which has, as was previously reported, been tested in the homes of Apple employees for several months.

KGI Securities analyst Ming-Chi Kuo previously said there was a greater than 50 percent chance the speaker would be introduced at WWDC, so we may get our first look at the device next week. Rumors have suggested it will feature a Mac Pro-like concave top with built-in controls and a "fat" body covered in speaker mesh.

Along with the Siri speaker, Apple may also introduce new 10.5 and 12.9-inch iPad Pro models and new Macs at WWDC.

Related Roundup: Siri Smart Speaker
Tags: HomeKit, Siri, bloomberg.com

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Apple Developing ‘Apple Neural Engine’ Chip to Power AI in iOS Devices

Apple is developing a dedicated processor that will be used to handle AI-related tasks like facial and speech recognition in its products, reports Bloomberg. Citing a source with knowledge of Apple's plans, the site says the chip is known internally as the "Apple Neural Engine."

Apple plans to use the chip, which would work alongside the standard processor and the graphics chip, to add more advanced artificial intelligence capabilities into its devices and to offload demanding AI processing tasks that can impact battery life.
An AI-enabled processor would help Cupertino, California-based Apple integrate more advanced capabilities into devices, particularly cars that drive themselves and gadgets that run augmented reality, the technology that superimposes graphics and other information onto a person's view of the world.
The chip could potentially handle tasks like facial recognition in the photos application, parts of speech recognition, and power the predictive keyboard in the iPhone and iPad. Apple may also allow developers to access the chip to power AI-related features in third-party apps.

An AI chip would not be the first chip that handles dedicated tasks in the iPhone. Starting with the iPhone 5s in 2013, Apple devices have included a motion coprocessor used to collect and store sensor data. The motion coprocessor allows the iPhone and iPad to continually track movement and other sensor data without using significant battery. It also powers features like the always-on "Hey Siri" capability built into modern iPhones.

Apple has already tested prototypes of future iPhones with the AI chip, but it is unclear if such a chip is ready for a debut in the iPhone 8. Going forward, should development on the chip continue, Apple is said to be planning to integrate it into many of its devices.


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Apple to Announce New MacBook, MacBook Pro, and Possibly MacBook Air at WWDC

Apple is planning to announce refreshes for its notebook lineup at its upcoming Worldwide Developers Conference set to take place in June, reports Bloomberg. New versions of the MacBook and MacBook Pro are expected to be announced, and Apple is also considering updating the MacBook Air, its most affordable notebook.

The MacBook Pro, which was just updated in October with a slimmer design and a Touch Bar, will be refreshed with a faster Kaby Lake processor, an update from the Skylake processors in the current machines. It will look the same as the current model, adopting only internal updates.


Apple has been working on a custom-designed ARM chip that could handle low power features in the MacBook Pro, but the chip may not be ready for the June MacBook Pro refresh.

Apple's MacBook, last updated in April of 2016, will gain an updated processor, also likely to be in the Kaby Lake family.

Apple has not updated its MacBook Air since March of 2015 and has been phasing it out in favor of the MacBook and the MacBook Pro, both of which are now thinner than the "Air" model, but Bloomberg suggests Apple is thinking about refreshing it with an updated processor, which would mean the MacBook Air could stick around for at least another few years as a low-cost notebook option. Sales of the MacBook Air "remain surprisingly strong" due to its affordability.

The new notebooks are likely to be announced at Apple's June 5 keynote, which is set to kick off at 10:00 a.m. Pacific Time. Rumors also suggest Apple could use the event to introduce both a new Siri speaker and the long-rumored 10.5-inch iPad Pro, which is said to feature slimmer bezels for a nearly edge-to-edge design.

Today's report makes no mention of the iMac or Mac mini, two of Apple's desktop machines that have not been updated in some time. It has been more than 580 days since the iMac was last updated in October of 2015, and more than 940 days since the Mac mini was updated in October of 2014.

Apple has said it has updated iMacs in the works, but it is not clear when the machines will debut.


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Apple Hires NASA Augmented Reality Expert Jeff Norris

Apple has hired Jeff Norris, an augmented reality expert who founded the Mission Operations Innovation Office at NASA's Jet Propulsion Lab, reports Bloomberg.

Norris has reportedly joined Apple as a senior manager working on the augmented reality team led by Mike Rockwell, who formerly ran Dolby Labs. The team is said to be working on the previously-rumored augmented reality smart glasses as well as AR features for future versions of the iPhone.

Prior to joining Apple, Norris worked at the NASA Jet Propulsion Laboratory, where he was employed since 1999. Along with founding the Mission Operations Innovation Office, he founded the JPL Ops Lab for developing human-system interfaces for mission operations, and he led multiple projects focused on human-system interaction with an emphasis on virtual and augmented reality.

On his website, Norris features a speech he gave on augmented reality and Nasa's JPL Ops Lab, much of which was focused on augmented reality headsets and their uses.


Under Norris' leadership, the JPL Ops Lab provided the Microsoft HoloLens to astronauts onboard the International Space Station and developed software for virtually working on Mars with the HoloLens.


For the last couple of years, Apple has taken a deep interest in augmented and virtual reality, and is said to have a large team of employees working on the technologies and exploring ways they could be used in future Apple products.

Apple has been working on both virtual reality headsets and augmented reality smart glasses, with the aim of launching the latter in 2018. We've also heard rumors suggesting augmented reality functionality could be incorporated into the iPhone, perhaps as early as the iPhone 8 set to be released this September.

Apple CEO Tim Cook has expressed his excitement about augmented reality several times in recent months. "I think AR is that big, it's huge. I get excited because of the things that could be done that could improve a lot of lives," he said in February of 2017.

Related Roundup: Apple VR Project
Tags: bloomberg.com, NASA

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Bloomberg Backs Latest ‘iPhone 8’ Prototype Having Stainless Steel and Glass Design With Vertical Camera

Bloomberg today has published a detailed report about what it expects from the tentatively named iPhone 8.

"iPhone Edition" render by Japanese blog Mac Otakara

The report, citing people familiar with the matter, claims Apple's latest prototype features a stainless steel frame sandwiched between symmetrical glass on the front and the back. That design, one of several that Apple has tested, would be similar conceptually to the iPhone 4 launched in 2010.

The overhauled iPhone will also adopt an OLED display that covers almost the entire front of the device, according to the report. The display itself will be flat, while the cover glass curves into the stainless steel frame along the edges. The cover glass will have similar 2.5D curvature as the iPhone 7.

The report backs rumors of Apple testing at least one high-end iPhone prototype with a rear dual-lens camera positioned vertically, instead of horizontally like on iPhone 7 Plus. Apple is also said to be testing dual lenses for a revamped front camera, compared to a single lens on current iPhones.

Apple has reportedly experimented with integrating the iPhone's fingerprint scanner into the screen, but noted it would be technically challenging, and said it's currently unclear if that feature will make it into the final product. Earlier research said Apple is facing yield issues with the under-display solution.

Apple also tested a prototype with a glass back that had more dramatic curves on the top and bottom like the original iPhone from 2007, perhaps alluding to a previous water drop design rumor, but the report says Apple is more likely to ship the version with more subdued curves due to mass production considerations.

Bloomberg believes that supply constraints could mean the high-end iPhone isn't readily available until one or two months after Apple's typical September event, where it is also expected to announce updated 4.7-inch and 5.5-inch iPhone models. All three new iPhones will run iOS 11 and could have faster Apple A11 chips.

Today's report corroborates several "iPhone 8" design rumors that have surfaced in recent months, while the existence of multiple prototypes explains why some rumors have been conflicting so far.

Related Roundup: iPhone 8 (2017)
Tag: bloomberg.com

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