Also: Apple's Q3 FY2026 earnings and it's Tim Cook's last call as CEO
โข No detailed monetization plan yet โ Apple wants to gauge demand first, but higher-tier iCloud+ plans are the likely path
โข Free usage limits for Siri AI haven't been disclosed, and beta versions currently have no restrictions in place
โข This follows an existing pattern: premium iCloud+ tiers already unlock perks like extra Image Playground generations, advanced Photos features, smart Home search, and Cloud Pro storage in Notes
๐ The bigger story: this was Tim Cook's final earnings call as CEO. On September 1, he'll hand the role to John Ternus and move into the role of Executive Chairman โ ending a run that began in 2011 after Steve Jobs.
@iPhone
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๐ธ Apple has brought its long-running "Relax, it's iPhone" platform to out-of-home advertising for the first time, replacing its signature pristine product shots with iPhones covered in dirt, scratches, water, and everyday wear.
๐ฐ By the way: an iPhone 17 Pro fell out of a Cessna during a flight, dropped 1km+, and survived
US artist Heather Kline was shooting aerial photos when the wind ripped the phone from her hands over a rapeseed field. She'd just bought it days earlier โ so she immediately used Find My iPhone on her Apple Watch to grab GPS coords, then drove out with her husband to find it.
Result: zero damage, fully working, cameras intact โ and the flight plan was still on screen. The soft field landing probably saved it.
@iPhone
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๐ฐ HUAWEI vs Apple
๐ HUAWEI unveiled the MateBook Pro S โ just 798 g (almost twice as light as the MacBook Air).
๐ต Meanwhile, Apple raised the price of the new MacBook Air by $200 due to chip shortages
Tim Cook called the situation โhundred-year floodโ โ semiconductor makers are prioritizing richer AI clients.
Apple is even asking US regulators for permission to buy chips from Chinese manufacturer CXMT. Ads now include footnotes about possible availability limits, and the focus has shifted to the base MacBook Pro.
@iPhone
๐ HUAWEI unveiled the MateBook Pro S โ just 798 g (almost twice as light as the MacBook Air).
14.2โณ OLED, 120 Hz, 3120ร2080, touchscreen. Magnesium-lithium alloy, up to 18 hours of video, 16โ32 GB RAM + 512/1024 GB storage.
Downside: custom Kirin XE90 + HarmonyOS 6.1 (software mostly geared toward China).
Colors: black, gray, lilac, gold, sandy. In China from 8,000 yuan (โ$1,100).
๐ต Meanwhile, Apple raised the price of the new MacBook Air by $200 due to chip shortages
Tim Cook called the situation โhundred-year floodโ โ semiconductor makers are prioritizing richer AI clients.
Apple is even asking US regulators for permission to buy chips from Chinese manufacturer CXMT. Ads now include footnotes about possible availability limits, and the focus has shifted to the base MacBook Pro.
@iPhone
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๐ He got access to the campus and walked through pretty much every key spot:
๐ 175 acres in Cupertino, home to 12,000+ Apple employees
๐ The Ring โ that spaceship-looking building everyone recognizes from aerial shots
๐ณ More trees here than desks, honestly. Feels like a park that happens to have an office in it, not the other way around
๐ค The Rainbow stage โ where Apple's biggest product reveals and internal events go down
๐ญ Steve Jobs Theater sits almost entirely underground, topped by a glass cylinder and a massive carbon-fiber roof
๐ A rotating glass elevator takes you down into the theater โ no regular staircases here
๐๏ธ The Observatory โ the newest space on campus, a private event venue barely anyone's seen
๐๏ธ Full fitness center, soccer field, basketball courts, and endless walking trails
โ Even the coffee machines have the Apple logo on them. Water dispensers are controlled via iPad
๐ฆ Wildlife roams free โ ducks, squirrels, birds, the whole ecosystem
๐ช The Mirage building blends into its surroundings so well it practically disappears
๐๏ธ The Visitor Center is the only part open to the public โ Apple Store, cafรฉ, and a full AR model of the campus
๐ญ The whole idea: the workspace shapes the product
๐ Which detail surprised you the most?
๐ Note: the buggies in the footage are used to transport guests and media during Apple events, not a permanent employee transport system. The food shown is part of that event's catering, not everyday cafeteria food.
๐ Worth becoming a programmer just for this ๐จโ๐ป
@iPhone
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