Cook said the idea that he wants to step back at Apple is merely "a rumor."
Cook did not explicitly confirm or deny that he will be stepping down as CEO any time soon, but he said "I can't imagine life without Apple."
The full interview clip is available on YouTube below.
Last year, the Financial Times reported that Apple was preparing for Cook to step down as soon as early 2026, but it is already mid-March, and Cook has made no public indication that he plans to give up his position in the near future.
Cook has been Apple's CEO since August 2011, and he reached the typical retirement age of 65 last year. His time in charge of the company might be inching to an end, but his comments suggest that a change in guard is not imminent.
Google is bringing Personal Intelligence to all Google Gemini users starting today, after testing the feature with its paid plans. Personal Intelligence allows Gemini AI to provide personalized responses based on information pulled from connected Google apps like Gmail, Google Photos, YouTube, and more.
Personal Intelligence is expanding in the U.S. across AI Mode in Search, the Gemini app, and Gemini in Chrome.
Gemini is able to draw on the information that it knows about you from your Google accounts, from emails you sent, items you purchased, and what you've searched for. Google says that it is designed to help you "find exactly what you need without having to give all the context."
Google provides several examples of how Gemini's Personal Intelligence can be helpful:
Custom shopping recommendations - Gemini can offer custom recommendations based on past purchases. If you want to find a bag to go with new shoes for example, Gemini can narrow the search to matching products.
Tech help - Google says users can get troubleshooting help for a product like a refrigerator without knowing the model, because the information can be pulled from a purchase receipt.
Making plans - When you're traveling and need to grab a bite to eat at an airport, Gemini can make suggestions based on the types of food that you like. You can also get recommendations on places to eat and visit when traveling based on your interests and past favorites.
Users can choose to connect apps like Gmail and Google Photos to Gemini for personalization, or can opt out, and the feature is off by default. Google says that Gemini and AI Mode do not train directly on a Gmail inbox or Photos library, but prompts in Gemini and the model's responses can be used for training purposes.
Personal Intelligence is already available in the U.S. for AI Mode in Search, and it is rolling out in the Gemini app and Gemini in Chrome for free users. Google says that connected experiences are designed for personal Google accounts and not for Workspace business, enterprise, or education users.
Gemini's personalization features could compete directly with the Siri personalization that Apple plans to bring to Siri later this year, as connecting Gmail and other apps to Gemini mirrors some of the functionality that Apple is introducing for Siri. Siri will be able to read emails, messages, files, photos, and more, learning information about the user to complete tasks and keep track of files.
The new Siri features have been delayed several times, and at this point, we may not be getting the updated version of Siri until closer to the end of the year.
As Apple gears up to connect with developers at the 2026 Worldwide Developers Conference in June, it has created new Apple Developer accounts on two new social networks. Apple Developer can be found on bilibili in China and LinkedIn.
Apple says that its developer accounts will provide the latest news, announcements, videos, and events for the Worldwide Developers Conference, as well as any upcoming Meet with Apple activities.
Bilibili is a popular Chinese video-sharing platform that's similar to YouTube, so Apple will be sharing video on the site. LinkedIn is a global site that is aimed at professional networking.
Apple this month also introduced a new Hello Apple Instagram account, which the company will use to share news, stories, product marketing, and more to highlight how Apple products inspire creativity to help make a difference in everyday lives.
Smart home accessory company Aqara today announced its new HomeKit and Matter-compatible Camera Hub G350.
Billed as the first Matter-certified camera for multi-platform homes, the G350 is a 4K indoor camera with a dual-lens system, combining a 4K wide-angle lens and a 2.5K telephoto lens that enables up to a 9x hybrid zoom.
It features a motorized pan-tilt mechanism and can rotate 360 degrees, allowing its automatic tracking to follow people and pets, wherever they roam. It additionally includes 940mm invisible infrared LEDs for clear night vision with no conspicuous red glow.
The G350 can also detect faces, pets, and six specific sounds like a baby crying, someone coughing, or a dog barking, while two-way audio and a live view can be accessed via Apple's HomeKit, Samsung SmartThings, Alexa, and Google Home.
A microSD slot provides support for up to 512GB of 24/7 local recording, or users can optionally leverage Aqara's encrypted cloud storage, with Apple HomeKit Secure Video (via an iCloud+ plan) also supported, albeit with a 1080p resolution limit.
The G350 also functions as a Zigbee hub, Thread Border Router, and Matter Controller within the Aqara Home app, allowing Aqara Zigbee accessories and third-party Matter devices to be managed as a single interoperable system.
The Aqara Camera Hub G350 is available internationally from Amazon.
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After hosting a surprise Alicia Keys concert at its Grand Central store in New York last week, Apple is turning to Asia for more 50th-anniversary celebrations. So far, it has been discovered that there will be events held in China and South Korea.
Apple's retail store at Taikoo Li in Chengdu, China is temporarily closed this Wednesday, March 18, according to the store's page. While nothing has been officially announced by Apple, photos shared on social media suggest that the company is preparing to host a music or dance performance on the plaza in front of the store.
On the same day, Apple is hosting a special Today at Apple session featuring South Korean boy band CORTIS at its Myeongdong store in Seoul, South Korea. The session will be held from 4 p.m. to 5 p.m. local time, and it is already full.
Apple says the session is part of its 50th-anniversary celebrations.
Here is a translated description of the session: "Celebrate the 50th anniversary of Thinking Different by experiencing a special talk with CORTIS live at Apple Myeongdong. From behind-the-scenes stories of their debut album to their unique artistic vision that expands the boundaries of K-pop, you can hear about the creative process of using Apple products to record ideas and develop them into music and visuals."
The gatherings will showcase how Apple products contribute to creativity and inspiration.
"Thinking different has always been at the heart of Apple," said Apple's CEO Tim Cook, in a press release about the company's 50th anniversary last week. "It's what has driven us to create products that empower people to express themselves, to connect, and to create something wonderful. As we celebrate 50 years, we are deeply grateful to everyone who has been part of this journey and who continues to inspire what comes next."
Amazon this week is taking $50 off Wi-Fi models of Apple's 11th generation iPad, as well as $100 off the iPad mini 7. Prices start at $299.00 for the 128GB Wi-Fi iPad, down from $349.00, which is a solid second-best price on this model.
Note: MacRumors is an affiliate partner with Amazon. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running.
iPad
Additionally, Amazon has the 256GB Wi-Fi iPad for $399.00 ($50 off) and the 512GB Wi-Fi iPad for $599.00 ($50 off). Free delivery estimates are placed around February 16 for most of these iPad models, but Prime members should be able to get same-day delivery in many locations.
We saw a few of these iPad models around $20 cheaper over the holiday season last year, but those all-time low prices never reappeared. As of now, Amazon's discounts are the best prices we've tracked so far in 2026.
iPad mini
There are also quite a few $100 discounts on the iPad mini 7 this week on Amazon, starting at $399.00 for the 128GB Wi-Fi tablet, down from $499.00. It's been a few weeks since we last tracked prices this low on the iPad mini 7.
You can also get the 256GB Wi-Fi iPad mini 7 for $499.00 and the 512GB Wi-Fi iPad mini 7 for $699.00, both $100 discounts and available in multiple colors. These sales are all solid second-best prices on the iPad mini 7.
If you're on the hunt for more discounts, be sure to visit our Apple Deals roundup where we recap the best Apple-related bargains of the past week.
Deals Newsletter
Interested in hearing more about the best deals you can find in 2026? Sign up for our Deals Newsletter and we'll keep you updated so you don't miss the biggest deals of the season!
Apple's Beats brand is launching its first hardware collaboration with Nike today, debuting a new special-edition Nike-branded version of the Powerbeats Pro 2. Featuring Nike's "Volt" color palette with a matte black and Volt-speckled charging case with Nike's "Just Do It" slogan printed inside the lid, the buds themselves sport the Nike Swoosh logo on the right ear bud and the Beats "b" logo on the left ear bud.
Aside from the Nike-focused design, these are the same Powerbeats Pro 2 that were introduced last year, with the signature Powerbeats wraparound earhooks for stability, Active Noise Cancelling with Transparency mode, built-in heart rate monitoring, and up to 45 hours of battery life when tapping into the charging case to recharge.
The launch comes with a new ad campaign featuring NBA superstar and longtime Beats brand ambassador LeBron James and professional golfer Tom Kim.
"This isn't just a new colorway; it's a collision of two brands that define performance, culture, and sports—the attributes of today's athlete," said Chris Thorne, CMO of Beats. "By placing the Swoosh on our hardware for the first time, we're honoring the shared DNA of Beats and Nike—and celebrating ambassadors like LeBron James who embody both. It's a tribute to the grit, style, and sound that push people to their limits."
Powerbeats Pro 2 – Nike Special Edition will be available to purchase starting this Friday, March 20, at 9:00am Pacific Time, and will be priced at $249.99 in the United States. It will also be available in the United Kingdom, China, Japan, Germany, Canada, Australia, Singapore, France, Spain, India, Switzerland, the Netherlands, and Hong Kong, as well as at nike.com in the United States and at select Apple retail stores in the United States, United Kingdom, China, and Singapore.
Apple is expanding its partnership with the Save The Music Foundation, a non-profit organization dedicated to supporting music education in U.S. public schools. The organization donates musical instruments and technology to schools and much more.
"We're thrilled to be expanding our partnership with Save the Music, bringing music education to even more schools across the country," said Apple CEO Tim Cook.
Apple's expanded partnership will help to bring music programming to nearly 50 more schools.
Cook visited the Wadleigh Secondary School for the Performing and Visual Arts in New York City to listen to music created by students there. In a short video, the students can be seen using Apple products like the iPad, Apple Pencil, and AirPods Max.
Incredible to hear music created by students at Wadleigh Secondary School for the Performing & Visual Arts in Harlem with Maggie Rogers!
We're thrilled to be expanding our partnership with Save the Music, bringing music education to even more schools across the country. pic.twitter.com/pKbTfsn1yl
— Tim Cook (@tim_cook) March 17, 2026
Apple today shared a trailer for "Outcome," a dark comedy film starring Keanu Reeves, Jonah Hill, Cameron Diaz, David Spade, Martin Scorsese, and others. The original film will be available to stream on Apple TV starting Friday, April 10.
Keanu Reeves and Jonah Hill in "Outcome"
In the film, Keanu Reeves plays Reef Hawk, a Hollywood star who is being extorted with a video that would damage his reputation. With the support of his lifelong friends Kyle (Diaz) and Xander (Matt Bomer), and his crisis lawyer Ira (Hill), Reef tries to make amends with anyone he could have possibly wronged in hopes of identifying the blackmailer.
In the U.S., Apple TV is priced at $12.99 per month or $129 per year, with a free one-week trial available for new subscribers. Apple TV is also included in Apple One and Peacock bundles, with all of the options outlined on Apple's website.
You can stream Apple TV in the Apple TV app, which is available on the iPhone, iPad, Mac, Apple TV 4K, Apple Vision Pro, Android, PlayStation, Xbox, Roku, Amazon Fire TV, select smart TVs, on the web at tv.apple.com, and more.
Apple's iPhone 19e could come with an LTPO OLED display that would bring 120Hz ProMotion technology to its most affordable iPhone for the first time, based on a new report out of Asia.
According to ZDNet Korea, the fourth-generation model in Apple's entry-level e-series – expected to arrive in early 2028 – could adopt a low-temperature polycrystalline oxide (LTPO) panel, making the display technically capable of dynamically adjusting its refresh rate between 1Hz and 120Hz. It's the same underlying panel technology used across the current iPhone 17 lineup and the iPhone Air.
The recently launched iPhone 17e uses a 60Hz low-temperature polycrystalline silicon (LTPS) TFT panel, and the report suggests next year's iPhone 18e will use the same technology. That's despite the fact that you can find 120Hz screens on competing Android phones at similar price points.
The shift in 2028 is said to depend in part on Apple's development of a next-generation "LTPO+" display technology, which incorporates oxide semiconductors in both switching and drive transistors, and is said to use a lot less battery power.
Apple reportedly plans to reserve LTPO+ for its higher-end models in 2028, including new versions of the iPhone Air and its upcoming foldable iPhone, which would free up standard LTPO panels for the rest of the lineup. But if the new technology isn't ready in time, it could delay the trickle-down of LPTO panels to the 19e, so nothing's for certain yet.
Apple first adopted LPTO+ (also known as LPTO3) in the Apple Watch Series 10 in 2024, with panels supplied by LG Display. This likely gave Apple the confidence to scale the technology to iPhone-sized displays, and the company has a track record of testing new display technologies in the Apple Watch before bringing them to the iPhone.
A previous report suggested Apple was considering adopting the new display architecture for at least one model in its 2027 iPhone lineup, but the ZDNet Korea report suggests Apple has moved away from the idea because the technology is not quite ready for mass production.
Samsung is set to discontinue the Galaxy Z TriFold globally after just three months on sale (via Bloomberg).
The company will start by ceasing sales of the device in Korea, where it has been on sale since December. Samsung plans to discontinue the device in the United States once it clears its inventory.
Samsung's website already lists the TriFold as "sold out," but customers are still able to buy the device at Samsung stores. It launched in the United States in January and costs $2,899.
The Galaxy Z TriFold is Samsung's first smartphone that has a larger total display area thanks to folding twice, featuring a 10-inch display when opened and a 6.5-inch cover screen when closed, with "minimized creasing." A third of the display is just 3.9mm thick when the smartphone is unfolded.
It contains a 5,600 mAh three-cell battery system with one battery behind each display panel, making it the largest battery that Samsung has used in a smartphone to date. There are three cameras on the rear of the device, including a 200-megapixel wide angle camera, a 12-megapixel ultra wide camera, and a 10-megapixel telephoto camera with 3x optical zoom. There is a 10-megapixel selfie camera on the cover screen and another on the main screen.
Samsung touted unique capabilities for the Galaxy Z TriFold, such as using three different portrait-sized apps side-by-side, watching full-screen content, vertical tablet-style reading, two differently sized hinges that work together with a dual-rail structure, and an alarm that alerts the user if it's folded incorrectly.
Apple today launched its atrial fibrillation history feature for Apple Watch in mainland China.
Since 2022, Apple Watch in the U.S. has supported AFib History, which allows users diagnosed with atrial fibrillation to view an estimate of how frequently their heart is in this type of irregular rhythm.
The feature analyzes pulse rate data collected by a photoplethysmography (PPG) sensor to identify episodes consistent with AFib and provides the user with a retrospective estimate of AFib burden (a measure of the amount of time spent in AFib during past Apple Watch wear). Apple says the feature is intended for individuals aged 22 years or older who have been diagnosed with atrial fibrillation by a physician.
Capabilities like ECG and AFib tracking are typically classified as medical or quasi-medical functions, requiring approval from China's National Medical Products Administration (NMPA), hence the delayed launch.
ECG, Irregular Heart Rhythm Notifications, and AFib History are features that can be used by Apple Watch owners in over 150 countries worldwide. Apple maintains a dedicated list of Apple Watch feature availability on its website.
Apple refreshed the AirPods Max today, and the main new addition is an H2 chip that replaces the H1 chip. The H2 chip has previously been used in the AirPods 4 and the AirPods Pro 2 and later, but it's new to the AirPods Max. It brings multiple audio improvements alongside an updated high dynamic range amplifier.
We've listed all of the audio features that are new to the AirPods Max according to Apple.
Active Noise Cancellation - The AirPods Max 2 have up to 1.5x more active noise cancellation because of the more powerful H2 chip and a new computational audio algorithm that detects and counters external sound.
Adaptive Audio - The AirPods Max support Adaptive Audio, adjusting the level of ANC based on your environment.
Transparency - Apple says it is using a new digital signal processing algorithm built for the H2 and the AirPods Max microphone array to make Transparency sound more natural. Your own voice will sound more realistic, and so will other sounds. Transparency lets you hear what's going on around you, with environmental noise filtered through the AirPods Max microphones.
Loud Sound Reduction - Adaptive Audio includes Loud Sound Reduction and the AirPods Max will automatically reduce loud environmental sounds like lawn mowers or construction equipment.
Personalized Volume - Another Adaptive Audio feature, Personalized Volume learns your volume preferences across different environments over time and automatically adjusts.
Conversation Awareness - When you start to talk, Conversation Awareness kicks on and lowers the volume of what you're listening to while amplifying voices so you can hear a response. When you're done talking, the sound returns to its previous volume.
High-fidelity audio improvements - Apple says the H2 chip and a new high dynamic range amplifier provide more headroom for the driver, resulting in richer bass, more natural vocals, and improved localization of instruments. Users can expect more accurate and consistent bass along with more natural sounding mids and highs.
Adaptive EQ - Apple retuned Adaptive EQ for the H2 chip, and the feature now extends to higher frequencies. Adaptive EQ uses inward-facing microphones to sample what you're hearing, adjusting playback in real-time. According to Apple, users will get a more consistent listening experience across different fits, movements, and ear geometry.
Voice Isolation - Voice Isolation isolates your voice in noisy environments so people can hear you when you're on a call. Voice Isolation also lets creators capture high-quality vocals.
Reduced wireless audio latency - Apple says latency is lower with the H2 chip in the AirPods Max 2. The AirPods Max support Bluetooth 5.3, up from Bluetooth 5.0 in the prior model.
There are other features enabled by the H2 chip that aren't tied directly to audio, like Live Translation, camera remote functionality, and the option to activate Siri without using "Hey." The AirPods Max 2 also still have all of the other features from the original AirPods Max, like personalized spatial audio, quick pairing, device switching, and more.
Apple did not make other design changes to the AirPods Max, and the overall fit and look have not been updated. Compared to the AirPods Pro 3, the main AirPods Max benefit is lossless audio. With a wired USB-C connection to a device, the AirPods Max offer 24-bit 48kHz lossless audio, which the AirPods Pro can't match.
The AirPods Max are priced at $549, and Apple plans to accept pre-orders on Wednesday, March 25. A launch will follow in early April, but Apple hasn't provided a specific date yet.
The iPhone 5 that launched back in 2012 is now considered obsolete, according to Apple's list of vintage and obsolete products. Apple moved the iPhone 5 and the 8GB iPhone 4 from the vintage list to the obsolete list today.
A device is "vintage" when it has been five years since it was last distributed for sale, and "obsolete" at the seven-year mark, though Apple sometimes stretches its timelines. For vintage products, Apple retail stores and Apple Authorized Service Providers can provide repairs if the required parts are available. Devices that are obsolete are generally not eligible for repair and Apple stops providing repair components.
Apple released the iPhone 5 in 2012 and discontinued it in 2013 after launching the iPhone 5s and the iPhone 5c. The iPhone 5 was added to the vintage products list in 2018, at which point repairs became limited based on parts availability. Now that the device has moved to the obsolete list, repairs will be largely unavailable.
The iPhone 5 featured an updated design with a glass and aluminum body, a taller 4-inch display, LTE support, and the first-ever Lightning port that replaced the 30-pin connector.
As for the 8GB iPhone 4 that was also added to the obsolete list, Apple introduced it in 2011 and then discontinued it in 2013. Both the 8GB iPhone 4 and the iPhone 5 were sold as low-cost devices in emerging markets after being discontinued in the United States.
Apple today introduced the second-generation version of its over-ear AirPods Max headphones, and some of the software requirements in the fine print give us some insight into when Apple's iOS 26.4 update will be released to the public.
To use several of the added features like Live Translation, the AirPods Max 2 will need to be paired with an iPhone running iOS 26.4, an iPad running iPadOS 26.4, or a Mac running macOS Tahoe 26.4.
The AirPods are set to launch in early April, which means iOS 26.4 and its sister updates will need to launch during the same time frame. iOS 26.4 will be here by the first week of April, and it could even launch before the end of March.
We're at the fourth beta now, so the release candidate version could come at any time. The release candidate likely includes AirPods Max 2 mentions in the code, so Apple was probably holding back on providing it to developers and public beta testers until the AirPods Max 2 were announced.
Apple plans to begin accepting preorders for the AirPods Max 2 on Wednesday, March 25. There is no more specific launch date than "early April," which suggests the first week and a half of the month.
Features that require iOS 26.4 include Live Translation, Adaptive Audio, Conversation Awareness, "Siri" wake word support, Voice Isolation, and the new Digital Crown controls for using the AirPods Max as a camera button. Apple says the feature set will require the latest AirPods Max firmware as well as the iOS 26.4, iPadOS 26.4, and macOS Tahoe 26.4 software.
While the new AirPods Max 2 have the same overall design as the previous AirPods Max, the Digital Crown has received a small but useful upgrade.
On the AirPods Max 2, a new Camera Remote feature allows you to press the Digital Crown to take a photo and start or stop video recording while using Apple's Camera app or compatible third-party camera apps on an iPhone or iPad.
Apple says this feature requires AirPods Max 2 that are running the latest firmware and paired with iPhone and iPad models running iOS 26.4 or iPadOS 26.4 or later. Those software versions are still in beta testing, but they will be released in time for the AirPods Max 2 launch in early April, barring any unforeseen delays.
Here are all of the Digital Crown controls on AirPods Max 2:
Turn for volume control
Press once to play or pause media
Press once to answer a call or mute or unmute
Press once for camera remote
Press twice to end a call
Press twice to skip forward
Press three times to skip back
Press and hold for Siri
Other upgrades compared to the previous generation include the H2 chip, increased active noise cancellation, improved sound quality, and features such as Adaptive Audio, Conversation Awareness, Voice Isolation, and Live Translation. In addition, AirPods Max 2 support a shorter "Siri" command alongside the longer "Hey Siri."
Read the rest of our AirPods Max 2 coverage to learn more:
AirPods Max 2 will be available to order on Apple.com and in the Apple Store app starting Wednesday, March 25, with U.S. pricing set at $549. Apple says the headphones will launch in early April, but it has yet to provide a specific release date.
Apple today acquired MotionVFX, a major developer of plugins, visual effects, and motion graphics tools for Final Cut Pro.
MotionVFX is a Polish software company founded by Szymon Masiak in 2009. It creates high-quality plugins, transitions, templates, and visual effects (VFX) for video editors, specializing in tools for Final Cut Pro, DaVinci Resolve, and Apple Motion. From MotionVFX's website today:
We are extremely excited to share that MotionVFX is joining the Apple team to continue to empower creators and editors to do their best work.
For over 15 years, we've been on a mission to create world-class, visually inspiring content and effects for video editors. From the very beginning, we’ve been all about quality, ease of use, and great design. These are also the values that we admire most in Apple’s products, and we’re thrilled to be able to embrace them together.
We'd like to take this opportunity to thank all our amazing customers and supporters who have been with us through all these years. You inspired us, you challenged us, and you helped our products become what they are today. We are incredibly grateful to be part of this amazing community and excited to continue our work to serve you.
This is the beginning of something truly wonderful!
MotionVFX has long been one of the most prominent third-party developers in the Final Cut Pro ecosystem. Its plugins are widely used by YouTubers, filmmakers, and broadcast editors looking to add high-end motion graphics and stylized visual effects without building them from scratch.
Among its most popular tools are mFilmLook, which provides cinematic color grading and film emulation effects, and mO2, a powerful plugin that enables the use of 3D models directly inside Final Cut Pro and Apple Motion. MotionVFX also offers Design Studio, a panel extension that allows users to browse and install effects and templates directly within Final Cut Pro.
MotionVFX's expertise in templates, transitions, and 3D workflows could help Apple improve Final Cut Pro's built-in graphics tools, potentially reducing reliance on third-party plugins. The acquisition will likely strengthen Apple's latest push into professional video production, especially as the company continues to bolster its new Apple Creator Studio subscription service.
MotionVFX's 70 employees today joined Apple as part of the acquisition. The company was already a worldwide partner of Apple.
MotionVFX did not indicate whether its existing products will continue to be sold independently following the acquisition. For now, the company's plugin catalog remains available through its website and the MotionVFX marketplace.
Last week, Amazon introduced discounts on the brand new M4 iPad Air, and you can still get up to $100 off these brand new models today. Additionally, Amazon has deepened the discounts on a few of these models, and all remain in stock with free delivery around March 21.
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Specifically, Amazon has up to $80 off the 11-inch M4 iPad Air and up to $100 off the 13-inch M4 iPad Air. All of these discounts have been automatically applied and do not require a coupon code or a Prime membership.
The new iPad Air features the M4 chip, C1X modem, and N1 networking chip, which brings support for Wi-Fi 7 and Bluetooth 6. In terms of design, the 2026 models are identical to the 2025 iPad Air tablets, with an edge-to-edge display, slim bezels, and aluminum chassis.
If you're on the hunt for more discounts, be sure to visit our Apple Deals roundup where we recap the best Apple-related bargains of the past week.
Deals Newsletter
Interested in hearing more about the best deals you can find in 2026? Sign up for our Deals Newsletter and we'll keep you updated so you don't miss the biggest deals of the season!