A few years ago, Apple published a series of short videos on its British YouTube channel that were very different from the company’s usual campaigns. Now, the company is at it again, with a new set of futuristic and oddly hypnotic ads.

Xiaomi has retaken the digital crown in the global wearable band market, surpassing Apple to become the top vendor in Q1 2025, according to new data from Canalys.

The research firm says Xiaomi pulled it with a more mature ecosystem strategy than the one it had back in mid-2021 (the last time it led the pack), while Apple’s wearable strategy has grown stale.

I don’t usually watch trailers, but Apple TV+ makes it nearly impossible to avoid them with how aggressively it peddles its own content.

After the umpteenth time that sharp trumpet note from The Studio’s trailer blared through my TV while I was just trying to watch something else, I gave in. My first thought? Yeah, no. Looks way too over the top. Eleven episodes later, I can confirm: it absolutely is. And it’s glorious. Give it a shot and you’ll thank Sal Saperstein later

Tim Cook is personally involved in an attempt to stop a Texas child safety bill targeting the App Store from becoming law, the Wall Street Journal reports.

The long-term promise of Apple Intelligence and next-gen Siri is that it will be able to access all our apps, and the data stored in those apps, to become massively more helpful.

ChatGPT has effectively given us a preview of this type of capability through its integration with a handful of Mac apps, and I’ve been putting it to the test …

While and Best Buy’s Memorial Day sales before we even kick off the holiday weekend, there are some additional deals to add to the list today. Amazon has now dropped a sizable $300 off the 2TB M4 iPad Pro, while more affordable models start from $809. That deals joins some notable offers on Apple’s Magic Keyboard as well as a giant price drop on the originally $1,049 iPad Air down at $699 shipped. Apple Watch Series 10 deals continue from $299 while upgraded models are up to $160 off alongside discounts on Twelve South’s TimePorter Apple Watch band organizer. All of that and more awaits below in today’s 9to5Toys Lunch Break.

Just one day after Mozilla confirmed it’s shutting down Pocket, Digg co-founder and chairman Kevin Rose has stepped up with a public offer to take it over.

Apple shares are down at market open today after President Trump threatened new tariffs unless the company starts building iPhones in the United States.

Apple has announced that it is running a limited-time promotion offering boosted trade-in values on iPhones. The promotion will run through June 18 and is available in multiple countries around the world, including the United States and China.

President Trump has just blasted Apple in a post on his account on TruthSocial. The president said that he has “long ago informed” Apple CEO Tim Cook that iPhones sold in the United States should be manufactured and built in the United States, “not India, or anyplace else”.

He continues by threatening that if this does not happen, “a tariff of least 25% must be paid by Apple”. The details of the ‘tariff’ are unclear, but the outburst has nonetheless shook investors and Apple company stock has already dropped 3% in response to the announcement.

Apple is in a tough spot. While the company is painfully behind the competition when it comes to getting a solid handle on AI development, it seems to be speeding up the timeline to release its first AI-powered smart glasses. That’s… quite a gamble.

Apple has released the first teaser for Chief of War, a historical drama starring and co-created by Jason Momoa (Aquaman, Dune: Part One). This nine-episode series follows the story of Ka‘iana, a Native Hawaiian warrior fighting to unify the islands before the arrival of Western colonizers in the late 1700s.

In a new feature story on its Newsroom today, Apple showcases how iPhones, iPads, and Apple Watches are being used by doctors and nurses at one of Georgia’s largest health systems. And while the piece suffers from a chronic case of PR-speak, the project is pretty interesting nonetheless.

Apple is expediting its plans to compete with Meta’s popular Ray-Ban smart glasses. Bloomberg reports today that Apple is now aiming to release smart glasses “at the end of next year.” Simultaneously, the company has dropped its plans to release an Apple Watch with a built-in camera.

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Pour one out for an App Store classic. Mozilla has just announced it’s phasing out its read-it-later service, Pocket, as part of a broader effort to double down on its focus on Firefox. Here’s how it’s going to work.

On the heels of Microsoft Build and Google I/O, Anthropic has just announced Claude 4 Sonnet and Claude 4 Opus, which are immediately available on Claude’s website, as well as in the API. Here’s what’s new.

WWDC invites have gone out, and Chance will be there in person. The pair discuss the narrative of indifference that hangs over WWDC at the moment, as the tech industry is currently dominated by daily onslaught of AI news. And while the rumors about the AirPods roadmap are a little bleak, Apple is rumored to be shipping a truly all-screen bezel-less iPhone in a couple of years time — an exciting prospect indeed.

And in Happy Hour Plus, Benjamin has spilt tea on his Magic Keyboard, which leads into a bigger topic of the pair talking about what sits on their desk. Subscribe at 9to5mac.com/join.

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Apple just dropped the first trailer for the return of The Buccaneers, its drama series based on Edith Wharton’s of the same name.

Set to Chappell Roan’s “Good Luck, Babe,” it reveals a new character played by a Gossip Girl alum.

Right after yesterday’s bombshell announcement that OpenAI had acquired Jony Ive’s AI startup to form a new company called io, the entire tech world immediately began asking, “OK, but what is it?”

Now, supply chain analyst and frequent Apple leaker Ming-Chi shared what he was able to gather about the mysterious io device.