MacRumors

Apple today continued on with its latest iPad Pro campaign, today sharing two new Twitter-based video ads highlighting features like the Apple Pencil, the built-in camera, and recording functions.

The first ad focuses on the note taking capabilities of the iPad Pro, explaining that students can take better notes with the Apple Pencil and even use the recording capabilities of the device to capture full lectures.

The second video points out that an iPad Pro can replace several existing desktop accessories, like a scanner, a pad of paper, and a laptop.

Like the rest of the videos in the new iPad Pro campaign, the two new spots use real tweets from real people, with each video focusing on a problem someone has tweeted about.

Apple has shared several videos in the campaign so far, focusing on features like LTE connectivity, speed, the Apple Pencil, apps like Microsoft Word, and more.

The ad series comes as Apple is rumored to be preparing to introduce an updated iPad Pro lineup, perhaps as early as March. A flagship 10.5-inch iPad Pro with an upgraded processor and edge-to-edge display is rumored to be in the works alongside refreshed 9.7, 12.9, and perhaps 7.9-inch tablets.

Apple senior executive Eddy Cue, who oversees services such as iTunes and Apple Music, held discussions last week with Paramount Pictures and Sony Pictures, two of the biggest film studios in Hollywood, according to the New York Post, but the iPhone maker's exact ambitions in the content space are still uncertain.

The report suggested Apple is looking for a "transformative acquisition" and "not just a deal to buy TV shows," while an unnamed source is quoted as vaguely saying Apple is "preparing something big."

Apple has so far only flirted with original content, which it plans to distribute through Apple Music starting later this year.

It acquired the rights to Carpool Karaoke, for example, the popular segment from The Late Late Show with James Corden, which it plans to reboot as a series of sixteen half-hour episodes on Apple Music. The trailer for the show revealed it has a similar format of celebrity pairings singing along while driving.

Likewise, Apple's upcoming reality TV series Planet of the Apps will be released on a weekly basis in the Spring. On the show, hosted by Beats 1 radio host Zane Lowe, app developers compete for venture capital while receiving mentorship from influencers Gary Vaynerchuk, Gwyneth Paltrow, Jessica Alba, and will.i.am.

Apple has sent mixed signals to Hollywood about its interest in original programming over the past few years, according to The Information.

Last year, it said Apple has met with film studios and producers about developing original TV shows to offer exclusively on iTunes, but Cue later said Apple is "not in the business of trying to create TV shows." Instead, he said Apple is willing to offer producers suggestions and guidance where possible.

We're not in the business of trying to create TV shows. If we see it being complementary to the things we're doing at Apple Music or if we see it being something that's innovative on our platform, we may help them and guide them and make suggestions. But we're not trying to compete with Netflix or compete with Comcast.

The report added that Apple is not interested in getting into expensive bidding wars over content with rivals such as Netflix and Amazon.

The Wall Street Journal recently said Apple plans to "build a significant new business in original television shows and movies," which it compared to the likes of HBO's Westworld and Netflix's Stranger Things. It agreed that Apple is not looking to compete with Netflix, but rather promote Apple Music.

"In terms of original content, we've put our toe in the water doing some original content for Apple Music, and that will be rolling out throughout the year," said Tim Cook, Apple's CEO, on a conference call following the company's most recent earnings results. "We're learning from that and we'll go from there."

Reports outlining Apple's interest in original content have gained momentum over the past few years alongside the iPhone maker's much rumored but since shelved plans for a streaming TV service in the United States.

Apple is set to feature its own in-house developed integrated fingerprint ID technology in the OLED version of its next iPhone, according to a new report out on Friday.

Apple's upcoming "iPhone 8" is expected to feature a virtual home button embedded in the display, but questions persist over the role of Touch ID in such a radical redesign, as conflicting reports from analysts, rumors of biometric alternatives, and Apple patents abound.

Today, DigiTimes cited industry sources claiming that an Apple-designed "built-in fingerprint sensor device" is indeed on the way, and will replace the traditional capacitive touch technology known as Touch ID.

Apple has selected neither Synaptics' Natural ID touch fingerprint sensor nor Qualcomm's Sense ID fingerprint technology for its new OLED iPhones, and decided to use its own Authentec algorithm combined with Privaris glass identification technology to redesign a new fingerprint ID solution, according to industry sources.

Apple's Touch ID fingerprint sensor technology originally came from AuthenTec, which Cupertino acquired in 2012, while the Privaris reference harks back to a patent portfolio Apple bought from the closed biometric security firm in June 2015 that included dozens of patents relating to fingerprint and touchscreen technology, including – in at least one example – the ability to use a touchscreen and fingerprint reader at the same time.

DigiTimes has sources within Apple's supply chain, but it has a mixed track record at reporting on Apple's unannounced product plans, so this latest report should be treated with caution. That said, additional claims made in the article potentially clarify mixed messages regarding production timelines for this year's iPhone line-up:

Apple's in-house developed fingerprint ID solution will be fabricated at TSMC's 12-inch line using 65nm process technology, said the sources, adding that production for the new OLED iPhone is unlikely to start until September due to the redesigned fingerprint ID solution.

Information gathered previously by other sources from the supply chain suggested that Apple plans to ramp up iPhone 8 production in June, because that would allow Apple to work out any manufacturing issues in the design and lead to better supply in preparation for a September launch.

However, according to DigiTimes' sources, Apple will enter volume production in July only for "two other new iPhones, which will retain LCD for their displays" – suggesting reports of an early summer ramp-up relate exclusively to the two "S" cycle iPhones that Apple is also rumored to be launching this year. What that could mean for the fate of the "iPhone 8" remains unclear, but not starting production until September would leave supplies limited for a fall launch.

Finally, the report goes on to claim that the tenth-anniversary edition iPhone will use "biometric authentication systems such as ultrasound", adding to the possible mix of facial recognition and iris scanning technologies also rumored to be in the works. Apart from the edge-to-edge display supplied by Samsung, other features more widely expected for the "iPhone 8" include some form of wireless charging and a glass body.

Spotify this afternoon announced that it has hit a new milestone, reaching a total of 50 million paying subscribers. That's up from 40 million in September, suggesting Spotify is growing at a rapid pace despite the surging popularity of Apple Music.

As of December, Apple Music had over 20 million paying subscribers, and if the service has been growing at its typical pace, that number could now be somewhere around 22 million. Apple Music had 15 million subscribers in June of 2016 and 17 million subscribers in September of 2016.

Spotify is Apple Music's staunchest rival and over the course of the last year, the two music services have clashed several times due to Apple Music's tactic using exclusives to lure new customers. Spotify in August made headlines when it allegedly started punishing artists who agreed to Apple Music exclusives, displaying their content less prominently and offering fewer promotional opportunities.

Spotify denied the claims, but the relationship between the two has grown increasingly heated as Apple Music's popularity grows. Both services are now testing new features and subscription models to attract new users.

Going forward, Apple plans to use original television programming to entice subscribers, debuting shows like Carpool Karaoke on Apple Music. Spotify, meanwhile, has recently started testing a lossless version of its streaming service to attract audiophiles.

Apple Watch Series 1 and Series 2 have proven to be a "magnificent success" for Apple, which recorded its "best quarter ever" in the wearables market, according to the latest data from research firm IDC.

Apple shipped an estimated 4.6 million Apple Watch units in the fourth quarter of 2016, up from an estimated 4.1 million in the year-ago quarter, according to IDC. Its share of the wearables market, which includes basic fitness trackers, was an estimated 13.6%, down slightly from 14.1% in the year-ago quarter.

Apple closed the gap with wearables market leader Fitbit, which experienced one of its "largest declines ever" in the fourth quarter. Fitbit shipped an estimated 6.5 million fitness trackers in the quarter, down from 8.4 million in the year-ago quarter. Fitbit's market share dropped from 29% to 19.2%, said IDC.

Apple has been heavily marketing the Apple Watch's fitness capabilities as of late, rather than positioning it as a fashion accessory, and this shift in focus has allowed it to grow its presence in the wearables market, according to IDC:

Apple Watch Series 1 and Series 2 proved to be a magnificent success for the company as it was the company's best quarter ever in the wearables market. The lower entry price point and the inclusion of GPS on the Series 2 along with a completely revamped user interface have helped the company grow its presence. Apple is one of the few companies that has been able to quickly refocus its watch to gain traction in the consumer market and has also been leading the charge on introducing the smartwatch category to the commercial segment.

Xiaomi finished second, between Fitbit and Apple, as its Mi Bands are priced well below most competing wearables, allowing the Chinese company to capture 15.2% market share based on an estimated 5.2 million shipments in the quarter. Xiaomi's market share rose considerably from 9.1% in the year-ago quarter.

Samsung was the fifth largest wearables vendor in the fourth quarter with an estimated 1.9 million shipments and 5.6% market share.

IDC estimates that Apple Watch shipments totaled 10.7 million in 2016 for an estimated 10.5% market share, down from an estimated 11.6 million shipments and 14.2% market share in 2015. The annual data has the same top five rankings as the quarterly data: Fitbit, Xiaomi, Apple, Garmin, and Samsung.

It is important to acknowledge that these are estimated figures, and that shipments do not necessarily reflect sales. Strategy Analytics said Apple Watch shipments totaled 5.2 million last quarter, which is roughly 600,000 units higher than IDC's estimate, so there is clearly variation between datasets.

Apple does not officially disclose Apple Watch sales, instead grouping the device under its "Other Products" category in earnings results.

Apple only elected to share that the Apple Watch set all time sales records during the first quarter of its 2017 fiscal year, with CEO Tim Cook noting holiday demand was "so strong" that Apple "couldn't make enough."

All three iPhones rumored to be launched in 2017 will retain Lightning connectors with the addition of USB-C Power Delivery for faster charging, including an all-new OLED model with a larger L-shaped battery and updated 4.7-inch and 5.5-inch models, according to KGI Securities analyst Ming-Chi Kuo.

An excerpt from his latest research note obtained by MacRumors:

New 2H17 models may all support fast charging. We believe all three new iPhones launching in 2H17 will support fast charging by the adoption of Type-C Power Delivery technology (while still retaining the Lightning port). A key technical challenge lies with ensuring product safety and stable data transmission during a fast charge. In order to achieve that goal, we think Apple will adopt TI's power management and Cypress's Power Delivery chip solutions for the new iPhone models. We note the OLED version may have a faster charging speed thanks to a 2-cell L shaped battery pack design.

Kuo expects Apple to retain the Lightning port given it has a slightly slimmer design compared to a USB-C port, to sustain MFi Program licensing income from Lightning accessories, and because he believes USB-C's high-speed data transmission is "still a niche application" for iPhone.

The 12.9-inch iPad Pro already supports USB 3.0 speeds and fast charging with a Lightning to USB-C cable, while iPhones and other devices with a Lightning connector still transfer at USB 2.0 speeds.

Kuo's prediction comes just two days after The Wall Street Journal seemingly reported that at least one upcoming iPhone model would have a USB-C port instead of a Lightning connector. However, the report's wording was somewhat vague and sparked a lot of confusing reaction among the Apple community.

Apple's latest MacBook Pro models are equipped with Thunderbolt 3 ports, which share the same connector design as USB-C, while the 12-inch MacBook also has a USB-C port. Apple could still bundle a Lightning to USB-C cable with its next iPhones to allow for connectivity with those notebooks out of the box.

Apple and 52 other major companies have signed a Supreme Court brief in support of seventeen-year-old Gavin Grimm, a young transgender man who's fighting with his local school district for the right to use the bathroom of his corresponding gender identity (via The New York Times).

Other than Apple, the tech companies include Amazon, Microsoft, PayPal, Twitter, Tumblr, Yelp, eBay, Airbnb, and more. There are also a few companies not in the tech field that have signed the brief, among them including GAP, Warby Parker, Williams-Sonoma, and MAC Cosmetics.

All of the companies signed a brief that will be filed today by gay rights organization the Human Rights Campaign, who is urging the Supreme Court to rule in Grimm's favor. Grimm is represented by the American Civil Liberties Union in his fight against the Gloucester County School Board in his home state of Virginia. The case dates back to 2015 and the Supreme Court agreed to rule on it back in October of 2016.

“These companies are sending a powerful message to transgender children and their families that America’s leading businesses have their backs,” Chad Griffin, the Human Rights Campaign’s president, said in a statement announcing the support.

Grimm's case is heating up in the face of President Donald Trump's decision to remove guidelines put in place by the Obama administration, specifically covering the use of public bathrooms, showers, and locker rooms by transgender students. The previous rules allowed transgender individuals to use the bathroom of their corresponding gender identity, but now it's up to the states to decide whether or not to support the guidelines or put in place a more restrictive system.

Last week, when Trump's decision was announced, Apple spoke out against the move and reiterated on its belief that "everyone deserves a chance to thrive in an environment free from stigma and discrimination." The Cupertino company also vocally disagreed with Trump's immigration executive order, joining another legal brief supported by nearly 100 U.S. companies in opposition to that immigration policy.

Apple has long supported and fought for the rights of LGBTQ individuals, marching in the annual San Francisco pride parade each summer and condemning legislation that would freely allow businesses to turn away gay and lesbian customers -- which was signed into law by Mike Pence in Indiana two years ago. A subsequent amendment to the religious freedom legislation was passed in the weeks after the initial law was signed, granting more protection to LGBTQ customers in the state of Indiana.

For the new case regarding Gavin Grimm, the Supreme Court is set to hear oral arguments from both sides at the end of March.

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.

Apple tonight debuted an ad for its Home app on the Home app webpage on its site, showing off what users can with the HomeKit ecosystem. The ad is not yet on Apple's YouTube page, and is only available on Apple's website.

The ad depicts a woman who uses the Home app to get through the day. When she wakes up, she tells Siri good morning, prompting Siri to tell the woman that her home is ready for the day, turning on the lights and opening the window shades. She then opens the Home app and clicks on the "Breakfast Time" scene, which turns on her coffee maker via an iHome SmartPlug and adjusts the temperature via a Honeywell smart thermostat.

Once she's ready for the day, she leaves home and clicks the "Lock Up" scene in the Home app, which turns everything in her house off and locks the door. Hours later, she returns home and clicks the "I'm Home" scene, which turns everything back on and unlocks the door. She heads to her Apple TV and uses the Siri Remote to declare that it's "movie time," which prompts the Home app to dim the lights and close the window shades.

Finally, she clicks the "Lights Out" scene, which turns everything off other than a small lamp next to her bed so that she can read a book on her iPad. Eventually, she clicks the "Good Night" scene to turn off the lamp and go to sleep.

In addition to the new ad, Apple has refreshed its Home webpage with new verbiage. The new copy appears to be less flowery and more direct and focused on app functionality. For instance, the accessories section of the webpage is now titled "One app for all your home accessories" rather than "So many accessories. One easy way to control them." Some lines in the descriptions have also been removed.

The ad can be viewed on Apple's website.