Sunday, March 9, 2025

Apple clears the decks

Hey everyone, it's Mark. Apple just cleared the decks by releasing its latest entry-level iPhone, new iPads and upgraded Macs in a two-week
Bloomberg
by Mark Gurman

Hey everyone, it's Mark. Apple just cleared the decks by releasing its latest entry-level iPhone, new iPads and upgraded Macs in a two-week frenzy — even as it delays Siri features. Also: The company continues to explore different glasses ideas, and the latest iOS beta software adds a Vision Pro app and new AI capabilities.

Last week in Power On: Apple's artificial intelligence efforts reach a make-or-break point.

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The Starters

The MacBook Air. Photographer: Justin Sullivan/Getty Images North America

Apple Inc.'s burst of new products in recent days was anything but typical. Within the span of two weeks, the company launched a new iPhone, low-end iPad, iPad Air, iPad keyboardsMacBook Air, Mac Studio and the M3 Ultra chip. It was quite a run, especially since it happened outside the giant fall product season.

For its first-half-of-the-year introductions, Apple usually prefers a more staggered approach. In 2024, the company released the Vision Pro in February, updated the MacBook Air in March, and then rolled out new iPad Pro and iPad Air models in May. In 2023, it launched a new MacBook Pro, Mac mini and HomePod in January but held the yellow iPhone 14 until March...

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