MacRumors

EU apple taxApple has claimed that the European Commission made "fundamental errors" when it ruled last year that the company owed Ireland 13 billion euros ($13.7 billion) in unpaid taxes plus interest.

Apple appealed the commission's decision in December, but on Monday the company published a piece in the Official Journal of the European Union detailing 14 pleas in law to support its action, according to The Irish Times.

The European Commission argues that Irish revenue commissioners gave Apple unfair advantage between 1991 and 2007 by allowing the company to move income from the European market through two "non-resident" head office subsidiaries based in Ireland.

Apple and the Irish government, which has also appealed the commission's decision, argue that the bulk of those profits are due in the U.S.

"The Commission made fundamental errors by failing to recognize that the applicants' profit-driving activities, in particular the development and commercialization of the intellectual property (Apple IP), were controlled and managed in the United States," Apple said, according to the Official Journal. "The profits from those activities are attributable to the United States, not Ireland."

Apple maintained that the commission had "failed to recognize that the Irish branches carried out only routine functions and were not involved in the development and commercialization of Apple IP, which drove profits".

Cupertino also said that the commission failed to conduct a diligent and impartial investigation, and "exceeded its competence" as it relates to the Treaty on the Functioning of the European Union, by "attempting to redesign Ireland's corporate tax system".

Apple CEO Tim Cook has called the EC's ruling "total political crap" and described the lower end 0.005% tax rate Apple is accused of paying as a "false number". The Apple CEO believes that the decision will be reversed.

Appeals by Apple and the Irish government have been made to the European Union's General Court, where proceedings may take up to two years to complete, after which the case is likely to go all the way to the European Court of Justice.

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.

Amazon's latest Fire TV stick, with Alexa built in, is coming to the U.K., after launching in the U.S. back in October.

The streaming TV dongle will make its debut in the country on April 6 and have a price tag of £40, with Amazon already taking pre-orders.

Amazon Fire TV Stick with Alexa Voice Remote
The device comes with a quad-core processor that Amazon says makes it 30 percent faster than its predecessor. The dongle also supports 802.11ac WiFi networks, but the biggest difference is the new Alexa remote.

Like the Siri Remote on the Apple TV, a built-in microphone lets users search for content like movies and music, as well as control playback, open apps, and more. Unlike Siri Remote, it also supports third-party Alexa skills, allowing users to control smart home devices, for example.

Apart from the aforementioned online pre-orders, the new Amazon Fire TV stick will be on sale in shops including Dixons, John Lewis, Tesco, and Maplin from April 6.

Tags: Alexa, Amazon

As part of its ongoing "Shot on iPhone" advertising campaign highlighting the iPhone's camera, Apple today uploaded four videos that belong to its new "One Night" series.

Each of the 15 second ads features a compilation of photos and videos captured on a single night in New York, Johannesburg, Shanghai, and Tokyo and set to music.

Designed to showcase the low-light capabilities of the iPhone 7 and the iPhone 7 Plus, all of the photos and videos in the One Night campaign were taken on November 5, 2016 in different places around the world.

Last week, Apple uploaded a one minute compilation video featuring much of the same footage, but today's videos show more of the individual photos and videos taken in each different location.

Though only four locations are shown in the videos uploaded today, the One Night ad campaign features images and videos taken by 16 photographers across 15 cities on six continents. Apple is also using the photographs as part of a "One Night" print and billboard campaign that's being showcased in 25 countries around the world.

Update: Apple has also uploaded two new videos that are part of a separate ad campaign showcasing Portrait Mode in the iPhone 7 Plus. Each video offers a short tutorial on the benefits of Portrait Mode, showing how it's able to blur the background to put the focus on the person in the photograph.

Apple today seeded the third beta of an upcoming macOS Sierra 10.12.4 update to developers, two weeks after seeding the second macOS Sierra 10.12.4 beta and just under a month after releasing macOS Sierra 10.12.3.

The third macOS Sierra 10.12.4 beta is available for download through the Apple Developer Center or the software update mechanism in the Mac App Store for those who have previously installed a beta.

macos-10-12-4-beta
macOS Sierra 10.12.4 brings iOS's Night Shift mode to the Mac for the first time. First introduced on iOS devices with iOS 9.3, Night Shift is designed to gradually shift the display of a device from blue to yellow, cutting down on exposure to blue light. Blue light is said to disrupt the circadian rhythm and is believed to interrupt sleeping patterns.

Night Shift can be activated through the Displays section of System Preferences, where a setting to have it come on at sunset and turn off at sunrise is available. Night Shift can also be toggled on manually through the Notification Center or via Siri.


The 10.12.4 update focuses mainly on Night Shift, but also includes dictation support for Shanghainese, cricket scores for Siri, improved PDFKit APIs, and iCloud Analytics options.

Related Forum: macOS Sierra

Both ING Direct and Macquarie have implemented support for Apple Pay in Australia, according to Apple's updated Apple Pay website in the country. Starting today, both ING Direct and Macquarie customers can use Apple Pay for purchases in participating stores and locations with an eligible device.

Apple Pay support at the two banks comes more than a year after Apple Pay first became available in the country through a partnership with American Express.

The service is available in retail stores on iPhone SE, 6, 6s, 6 Plus, 6s Plus, 7, 7 Plus, and older devices using the Apple Watch. In-app and web purchases can also be made using the aforementioned devices, a supported iPad, or one of Apple's new MacBook Pros.

australiabanks
While ANZ and many smaller banks support Apple Pay in Australia, three of the country's major banks, including Commonwealth Bank, National Australia Bank, and Westpac, are currently embroiled in an ongoing dispute with Apple that has seen the banks refusing to accept Apple Pay.

The banks have asked the Australian Competition and Consumer Commission (ACCC) to give them permission to negotiate with Apple to gain access to the NFC chip in the iPhone, allowing the iPhone to be used with the banks' own NFC-based payment solutions.

Apple does not allow third-party services to access the NFC chips built into its most recent devices for security reasons and has argued that the banks' challenge is harmful to consumers and would stifle innovation in mobile payments.

The ACCC sided with Apple in an initial ruling, but both sides are continuing to submit arguments and the banks recently re-submitted their application asking for permission to work together to make a deal with Apple.

Apple Pay is available in 13 countries, including the United States, UK, China, Australia, Canada, Switzerland, France, Hong Kong, Russia, Singapore, Japan, New Zealand, and Spain.

Related Roundup: Apple Pay

Apple today seeded the third beta of an upcoming tvOS 10.2 update to developers for testing purposes, two weeks after seeding the second tvOS 10.2 update and nearly a month after releasing tvOS 10.1.1, the current release version of tvOS.

Designed for the fourth-generation Apple TV, the third tvOS 10.2 beta can be obtained by connecting the Apple TV to a computer with a USB-C to USB-A cable, downloading and installing the software from a registered developer account via iTunes or Apple Configurator. Once a profile is installed, subsequent betas can be downloaded over the air.

Given the tricky installation requirements, tvOS betas are limited to developers and will not be provided to the public.

tvos-10-2-beta
According to Apple's release notes, tvOS 10.2 introduces improved scrolling behavior, allowing tvOS users to scroll through large lists of information more quickly. A large swipe on the Siri remote automatically activates the new scrolling mode, and a swipe on the far right side of the remote allows users to navigate specific indexes.

It's likely there are other small feature tweaks and bug fixes included in tvOS 10.2, even though additional changes have not been specifically outlined by Apple. We'll update this post should any new content be found in the third tvOS 10.2 beta.

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Don't Buy)

Apple today seeded the third beta of an upcoming watchOS 3.2 update to developers for testing purposes, two weeks after seeding the second watchOS 3.2 beta and nearly a month after the release of watchOS 3.1.3, the current public version of the operating system.

The watchOS 3.2 beta can be downloaded through the dedicated Apple Watch app on the iPhone by going to General --> Software Update after installing the proper configuration profile on the iPhone. To install the update, the Apple Watch must have 50 percent battery, it must be placed on the charger, and it must be in range of the iPhone.


watchOS 3.2 requires an iPhone running iOS 10 to install and will only be available to developers. Apple does not make watchOS betas available to the public as there is no way to downgrade the software on an Apple Watch.

watchOS 3.2 includes a "Theater Mode" designed to let customers quickly mute the sound on the Apple Watch and disable Raise to Wake, preventing the screen from lighting up with arm movement.

Theater Mode, originally introduced in watchOS 3.1.3, is being made available in watchOS 3.2. Customers are still able to receive haptic feedback-based notifications, and information can be viewed by either tapping the screen or pressing down on the Digital Crown.

watchOS 3.2 also brings SiriKit to the Apple Watch, allowing customers to ask Siri to do things like send messages, send payments, book a ride, log a workout, make a call, or search through photos. SiriKit has been available on iOS devices since the release of iOS 10, but is new to the Apple Watch.

Related Roundup: Apple Watch 11
Buyer's Guide: Apple Watch (Buy Now)

Apple today seeded the third beta of an upcoming iOS 10.3 update to developers, two weeks after seeding the second beta of iOS 10.3 and more than a two months after the release of iOS 10.2, the last major update to the iOS 10 operating system.

Registered developers can download the third iOS 10.3 beta from the Apple Developer Center or over-the-air with the proper configuration profile installed.

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iOS 10.3 is a major update, introducing several new features and changes to the iOS 10 operating system. The biggest new consumer-facing feature is "Find My AirPods," which is designed to help AirPods owners locate a lost earphone. Find My AirPods records the last known location of when an AirPod was connected to an iOS device via Bluetooth and can play a sound on a lost AirPod.

Apple's latest update also introduces a new Apple File System (APFS), installed when an iOS device is updated to iOS 10.3. APFS is optimized for flash/SSD storage and includes features like strong encryption.

Apple plans to introduce some App Store changes in iOS 10.3, allowing developers to respond to customer reviews for the first time. iOS users are also able to label reviews in the App Store as "Helpful" or "Not Helpful," which should help surface the most relevant review content.


Apple also plans to limit the number of times developers can ask for a review, allow customers to leave app reviews without exiting an app, and provide a "master switch" that will let users turn off all app review request prompts (said to be included in beta 2).

Also new in iOS 10.3 is a redesigned app open/close animation, an Apple ID profile in Settings, a better breakdown of iCloud storage usage, improvements to SiriKit, and more. For a full rundown of the changes introduced in the first beta, make sure to check out our dedicated "What's New" post.

What's new in iOS 10.3 beta 3:

App Compatibility - In the Settings app, there's a new "App Compatibility" section that lists apps that may not work with a future version of iOS. Tapping on one of the apps opens it up in the App Store so you can see when it was last updated. As has been discovered in previous betas, opening one of these apps on your iOS device pops up a warning with a similar non-compatible statement. App Compatibility can be accessed by opening the Settings app and choosing General --> About. From there, scroll down to "Applications" and tap it.

appcompatibilityios103

Related Forum: iOS 10

Following in the footsteps of Snapchat and Instagram, Facebook-owned WhatsApp today announced the launch of "Status," a new feature that's designed to let users share videos, photos, and GIFs that expire each day.

The Status addition to WhatsApp is essentially identical to the "Stories" feature in Instagram and Snapchat, both of which allow users to share daily life updates with friends and family that expire after 24 hours.

With WhatsApp Status, WhatsApp users can use the in-app camera to share photos or videos that can be annotated with emoji, text snippets, and drawings. Status updates can be shared with all contacts, rather than just individuals or specific groups, but there are also options to choose who is able to see what.

whatsappstatus
Through the new Status tab, WhatsApp users can view all of the updates that their address book contacts have shared on the app and reply privately to updates. All Status updates expire after a 24 hour period.

WhatsApp is launching Status to celebrate its eighth anniversary. The new feature is rolling out to WhatsApp users starting today and should be available soon for all iPhone, Android, and Windows Phone users.

WhatsApp can be downloaded from the App Store for free. [Direct Link]

Apple will host a March event to introduce a new iPad Pro lineup and other products, according to Japanese website Mac Otakara.

ipad pro red iphone 7s
In terms of the iPad Pro lineup, the report claims Apple will announce new 7.9-inch, 9.7-inch, 10.5-inch, and 12.9-inch models. The 10.5-inch model may not ship until May, while the other sizes are said to ship in March.

If the report is accurate, it would suggest Apple plans to refresh the iPad mini 4 with a new 7.9-inch iPad Pro model, update its existing 9.7-inch iPad Pro and 12.9-inch iPad Pro models, and introduce an all-new 10.5-inch iPad Pro, which is rumored to feature a narrow bezel design, possibly without a Home button.

Mac Otakara previously said the 10.9-inch iPad Pro—it now says 10.5-inch—will have the same overall footprint as the current 9.7-inch iPad Pro thanks to its narrow bezel design. The earlier report said the top bezel will remain in order to provide space for the front-facing FaceTime camera, but it will likely be slimmer.

The blog also previously said the 12.9-inch iPad Pro will feature a 12-megapixel rear camera and True Tone display like the current 9.7-inch model, using advanced four-channel ambient light sensors to automatically adapt the color and intensity of the display to match the light in the surrounding environment.

Meanwhile, it said the 7.9-inch iPad Pro will feature a Smart Connector, True Tone display, four speakers, and a 12-megapixel rear-facing iSight camera with True Tone flash, as Apple works to standardize features across its tablet lineup. All new iPad Pro models will reportedly gain quad microphones as well.

Three months ago, Barclays analysts predicted Apple will release a trio of new iPad Pro models in March, including 9.7-inch, 12.9-inch, and edge-to-edge 10.9-inch models, but not a 7.9-inch iPad Pro. Instead, their research note said Apple will continue to produce and sell the iPad mini 4, released in September 2015.

KGI Securities analyst Ming-Chi Kuo has likewise said Apple is planning a new 9.7-inch, 10.5-inch, and 12.9-inch iPad Pro lineup for 2017. He did not mention a 7.9-inch model. He said the 10.5-inch and 12.9-inch models are likely to feature a faster Apple A10X processor, while the "low-cost" 9.7-inch model will sport an A9X chip.

DigiTimes expects a 10.5-inch iPad Pro as well, making that four separate sources reporting similar. The math checks out too: the width of a 10.5-inch iPad Pro would match the height of the iPad mini screen, while it would have the same resolution as the 12.9-inch model and the same pixel density as the iPad mini.

Today's report also claims Apple may add a 128GB storage option for the iPhone SE, alongside the smartphone's existing 16GB and 64GB capacities, and add a new red color—(PRODUCT)RED?—option for the iPhone 7 and iPhone 7 Plus. The blog previously said the red color would be for the iPhone 7s and iPhone 7s Plus.

The report also calls for new Apple Watch bands at the event in line with last year's Spring refresh. Apple introduced the iPhone SE, 9.7-inch iPad Pro, and new Apple Watch bands at its March 2016 event last year.

Mac Otakara has a good but not perfect track record in terms of Apple rumors.

Related Roundup: iPad Pro
Buyer's Guide: iPad Pro (Buy Now)
Related Forum: iPhone

After debuting exclusively inside special pop-up vending machines last year, Snapchat has today begun selling its video-recording Spectacles online for $129.99. Like in the vending machines, the Spectacles come in Coral, Black and Teal, and include a charging case and cable. At the time of writing, shipping estimates sit at a delivery time within the next 2-4 weeks.

snapchat spectacles
Snapchat CEO Evan Spiegel said that the response to the Spectacles has been positive ever since the vending machines began appearing in California and New York. But, as TechCrunch uncovered in Snap's IPO filing, the company mentioned that "the launch of Spectacles . . . has not generated significant revenue for us." The filing further stated: "We expect to experience production and operating costs related to Spectacles that will exceed the related revenue in the near future."

“As Evan shared in his interview with the WSJ, when we launched, the idea was : ‘We’re going to take a slow approach to rolling them out,’ says Spiegel. ‘It’s about us figuring out if it fits into people’s lives and seeing how they like it.’ Response has been positive since November’s launch so we’re now happy to be able to make Spectacles more readily available — especially for those in the US who have not been able to make it to a Snapbot.”

When synced with the Snapchat mobile app, users can tap a button on Spectacles to begin recording a ten-second video, which is saved in the "Memories" section of the app and can be revisited and posted to their Story. Even though distribution has been added online, Snapchat said that customers can still expect the vending machines to appear at random new locations in the future, after they have a "brief nap."

Disney Research has constructed a prototype living room with "ubiquitous wireless power delivery," allowing users to move around while their technology charges without any cables, wires, or charging pads (via Ars Technica). Disney's technology mirrors some early rumors for the 2017 iPhone 8, which suggested Apple was building a long-range wireless charging solution instead of the Apple Watch-style inductive charging solution of more recent reports.

The room's walls, ceiling, and floor were built with aluminum panels, and a large copper pipe was placed in its center. The middle of the pipe was cut out and in the gap the researchers placed fifteen capacitors, "and it's those capacitors that set the electromagnetic frequency of the structure, and can find the electric fields."

disney research wireless room
To generate the power that is relayed into the room, a signal generator sits just outside the prototype living room and outputs a 1.32MHz signal to the capacitors in the pole, producing what the researchers call "quasistatic cavity resonance."

"In this work we're demonstrating room-scale wireless power, but there's no reason we couldn't shrink this down to the size of a toy box or a charging chest, or scale up to a warehouse or a large building."

Given that it's still a very early prototype, there's a few caveats to Disney's wireless charger, including the limit on the power that can be pumped into the room before it reaches dangerous levels for humans. The specific absorption rate, a measure of how much energy can be absorbed by the human body, is capped at 1900 watts. The copper pole at the room's center requires the nearest person to have at least 46 centimeters of clearance before they're put in danger. Besides these restrictions, Disney says it's "completely safe" for anyone to occupy the room for any period of time.

In order for the devices to receive the charging signal, Disney had to design a receiver that allowed the researchers to "power many devices simultaneously." Including an iPhone, the other objects included an RC car, a fan, a lamp, and six other devices. Although the technology is still nascent and the receiver is bulky, Disney's "Volumetric Wireless Power for Livable Spaces" is an interesting look at what future wireless charging systems might be able to accomplish without the restrictions of the inductive charging pads popular today.


Because of the restrictions of charging mats, Apple's Phil Schiller has said in the past that the introduction of a wireless charging pad for iPhone would actually be "more complicated" and he remained unconvinced that it was actually a convenient solution to traditional outlet and USB cable charging. Still, a prominent rumor for the iPhone 8 is its inclusion of wireless charging in some form, with Apple recently joining the Wireless Power Consortium in order to assist in the open development of the Qi wireless charging standard.

Read more about Disney's findings here, and check out another video that dives deep into the science behind the researcher's wireless charging living room.

Apple is the fifth most reputable major company active in the U.S. according to an annual poll that gauges public perception of 100 consumer brands (via The Korea Herald).

The Reputation Quotient Ratings from the 2017 Harris Poll are based on an online survey completed by over 30,000 adults in the U.S. The survey analyzes brand reputation across six gauges: social responsibility, vision and leadership, financial performance, products and services, workplace environment, and emotional appeal.

2017 Harris Poll Company Reputation Rankings
The Reputation Quotient Ratings saw Apple fall three places from the previous year, losing ground to Wegmans, Publix Super Markets, and Johnson & Johnson. Amazon meanwhile maintained its 2016 position at the top of the table, but the effects of the exploding Note7 phone debacle saw Samsung slump to 49th after last year ranking at seventh.

Other companies in the top ten include Google, which slipped from fifth in 2016 to eighth, and Tesla Motors, which was not included in last year’s rankings. Netflix and Microsoft both ranked in the top 20 (18th and 20th, respectively), with Facebook sitting at 66th.

According to Harris Polls, the biggest risks to a company's reputation are illegal actions by corporate leaders and lies about products or services. The poll was carried out between November 28 and December 16 of last year, so just before Consumer Reports denied Apple's new MacBook Pro line-up a buyer recommendation, based on perceived battery life issues. Consumer Reports later revisited the issues with Apple's input, and ultimately decided to award the laptops a recommendation in January.

Samsung meanwhile will be eager to resuscitate its brand in 2017 after some of its Galaxy Note7 phones caught fire, leading to the discontinuation of the model in October. However, the company had a setback last week when Samsung chief Lee Jae-yong was arrested over his alleged role in an influence-peddling scandal that has led to the South Korean president's impeachment.

Shares in Taiwanese iPhone assembler Foxconn have reached decade-year highs over growing optimism about Apple's upcoming iPhone 8, due to launch in 2017.

According to a new Bloomberg report, Hon Hai Precision Industry – better known as Foxconn – has gained 29 percent in the last year on high expectations for Apple's 10th anniversary iPhone, which has helped the Apple supplier defy a flat mobile market.

iphone 8

Apple, which accounts for half the company's revenue, played a pivotal role in the stock’s recent buoyancy. The U.S. company this month reported stronger-than-expected iPhone sales during the key holiday quarter.

While the iPhone 7, introduced in September, failed to convince as many existing customers to upgrade as its predecessor, it did attract new smartphone buyers. That bodes well for the iPhone slated for later this year.

Apple is expected to launch a radically redesigned iPhone this year. The phone is believed to include a glass body, wireless charging, and potentially an edge-to-edge OLED display that integrates a front-facing camera with facial recognition and touch sensors for fingerprint identification. Foxconn may also end up assembling upgraded (but standard) 4.7 and 5.5-inch iPhones alongside the redesigned handset.

Investors hope the iPhone 8 line-up will provide a boost to a stalling industry, with Foxconn reportedly grappling with the slowdown. According to an average of analysts' estimates compiled by Bloomberg, revenue is projected to slip about 3 percent in 2016, and net income will be down 13 percent. However, earnings growth could rebound to 12.2 percent this year.

In addition to the 10th anniversary iPhone boost, Foxconn is said to be considering building a $7 billion display-making facility in the U.S. Japanese company Sharp is reportedly "taking the lead" on the proposed U.S. site and has set aside $1.8 billion to developing facilities for making OLED displays – the same technology Apple is expected to adopt in future iPhones.

Apple is expected to introduce the iPhone 8 in the fall, with claims of a launch as early as this summer likely based on reports that Apple will ramp up production early, although this may only be to improve yield rates, work out manufacturing issues, and ensure better supplies for a September release.

Tag: Foxconn
Related Forum: iPhone

A number of Mac apps failed to launch for users over the weekend because of a change to the way Apple certifies apps that have not been bought directly from the Mac App Store.

Several users of apps including Soulver and PDFPen who had downloaded the apps from the developers' websites all reported immediate crashes on launch. Developers of the apps quickly apologized and said that the issue was down to the apps' code signing certificates reaching their expiration date.

Apple issues developer signing certificates to assure users that an app they have downloaded outside of the Mac App Store is legitimate, comes from a known source, and hasn't been modified since it was last signed. In the past, the expiration of a code signing certificate had no effect on already shipped software, but that changed last year, when Apple began requiring apps to carry something called a provisioning profile.

provisioning profile app error
A provisioning profile tells macOS that the app has been checked by Apple against an online database and is allowed to perform certain system actions or "entitlements". However, the profile is also signed using the developer's code signing certificate, and when the certificate expires, the provisioning profile becomes invalid.

Victims of expired provisioning profiles over the weekend included users of 1Password for Mac who had bought the app from the developer's website. AgileBits explained on Sunday that affected users would need to manually update to the latest version (6.5.5), noting that those who downloaded 1Password from the Mac App Store were unaffected. The developers' surprise was explained in a blog post:

We knew our developer certificate was going to expire on Saturday, but thought nothing of it because we believed those were only necessary when publishing a new version. Apparently that's not the case. In reality it had the unexpected side effect of causing macOS to refuse to launch 1Password properly.

Currently, the common factor among affected apps appears to be those that were issued iCloud entitlements as part of their provisioning profile. Smile, developers of PDFpen and PDFpenPro, told TidBITS that users would need to manually download the latest updates to the apps to fix the problem.

Acqualia, developers of number-crunching app Soulver, also apologized for the problem and asked affected users to download an update to fix the issue.

As the above suggests, the immediate solution for developers with potentially affected apps is to renew their code signing certificates before they expire. AgileBits said the incident had given them "a new understanding of the importance of expiring provisioning profiles and certificates" and would be renewing its current certificate, due to expire in 2022, "far before then".

Apple's shift towards regionally-focused digital and social media campaigns, and away from translating broader TV-focused campaigns for global markets, has led to layoffs and reorganizational efforts at its longtime global advertising partner TBWA\Media Arts Lab, according to Adweek.

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The agency's translation and transcreation teams were naturally among those hardest hit by the downsizing, the report claims. The exact number of employees laid off was not revealed, but the staff reductions are said to have occurred at TBWA's Los Angeles headquarters and other offices around the world.

Nevertheless, the report said TBWA expanded other departments, most prominently digital and social media. The agency said its new operating model will allow it to "keep pace with the way people consume media and content," which increasingly involves platforms such as Instagram, Snapchat, Facebook, and YouTube.

“TBWA\Media Arts Lab is reorganizing and introducing a new operating model to keep pace with the way people consume media and content,” an agency spokesperson told Adweek. “This will result in a reduction in areas such as localization and further investment in areas such as digital, social, data analytics, content creation and a more diverse set of strategic skills. We will also have greater integration with media partners at OMD.”

A recent example of Apple's regional work is "Meu Bloco na Rua," a Brazilian Carnival-focused video promoting Portrait Mode on iPhone 7 Plus. Apple shared the 90-second spot on its YouTube account in Brazil last week ahead of the Carnival beginning on the afternoon of February 24.


Apple has also shared an increasing number of social-friendly 15-second ads on YouTube for products such as the iPhone, Apple Watch, and AirPods. Just two days ago, Apple launched a series of new ads in which it promotes the iPad Pro and its features by responding to real tweets printed on large posters.


Apple will continue to work with TBWA\Media Arts Lab in tandem with its growing in-house marketing team, the report said.

Apple has bought Israeli startup RealFace, a cybersecurity and machine learning firm specializing in facial recognition technology.

The Times of Israel reported on Sunday that the Tel Aviv-based company, founded in 2014, was snapped up by Apple for an estimated $2 million, while Hebrew-language Calcalist said the deal was worth "several million dollars".

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RealFace's website is currently offline, but according to promotional material, the startup had developed a unique facial recognition technology that integrates artificial intelligence and "brings back human perception to digital processes". RealFace's software is said to use proprietary IP in the field of "frictionless face recognition" that allows for rapid learning from facial features.

The Israeli startup also developed a now-defunct app called Pickeez, which selected and collated a user's best photos across various platforms using the RealFace recognition software.

Demo of RealFace's face recognition software

According to iPhone 8 rumors, Apple may ditch Touch ID along with the physical home button, in favor of a facial recognition-capable front-facing 3D laser scanner, although with the RealFace acquisition coming at such a late time, it's unlikely that the any of the startup's technology will feature.

RealFace is the fourth Israel-based firm Apple is known to have acquired. In 2011 it bought flash memory maker Anobit for a reported $400 million, then in November 2013 it acquired 3D sensor company PrimeSense for an estimated $345 million. Most recently in 2015, Apple bought LinX for around $20 million.

Related Forum: iPhone

Developers at U.S. digital consultancy Rain have created a little-known app called Reverb that allows users to access Amazon's Alexa virtual assistant from their Mac desktop or iOS device.

Launching the free Mac app prompts users to sign in to their Amazon account, after which a window opens showing the familiar blue Alexa ring on the desktop. Click and hold on the ring with the mouse cursor, and provided an internet connection is active, the virtual assistant listens and responds to the sort of spoken questions and commands usually directed at Amazon's Echo range of smart speakers.

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The iOS app works similarly, and the latest version of Reverb uses Alexa v2, which adds support for news flashes, timers, alarms, long form audio, audiobooks, and more. It can also interact with smart devices that are compatible with Alexa, such as lights, switches, and thermostats compatible with Samsung SmartThings, WeMo, Philips Hue, and others. The only Alexa service Reverb does not support is playing music, due to restrictions Amazon has placed on using Amazon Music in apps.

In addition to the above, users can enable third-party skills through the app with a simple voice command – "Enable Bird Songs", for example. In testing, the Mac app also responded to new skills enabled through Amazon's Alexa iOS app, which officially supports and integrates with the Reverb app for iOS.

The apps provide a convenient solution for Echo owners wishing to make Alexa available in, say, their office room or study, without having to buy an additional supporting device. It also offers prospective Echo buyers an opportunity to test the service prior to making a purchase, and at the very least gives curious Mac users a chance to compare Alexa's and Siri's smarts side by side on their desktop.

Reverb for Amazon Alexa is a free download available for Mac from the Mac App Store [Direct Link] and for iPhone and iPad on the iOS App Store [Direct Link].

Tags: Alexa, Amazon