Details on Upcoming Mac Ads?
According to one unverified report, Apple has completed filming a new series of advertisements promoting the Macintosh platform. Recent analyst comments have speculated that Apple would proceed with heavy ad campaign focusing on Macs. Indeed, Apple has drawn criticism from users about the lack of Mac and Mac OS X based advertisements in recent years.
The new ads take a page from Apple's old Switch Campaign by again featuring users who have switched from Windows to Mac. Of particular note, it appears that Apple may specifically hilight users who have switched to the Mac after purchasing an iPod -- articulating the "iPod Halo Effect".
The iPod Halo effect is a term that has been used by analysts and industry experts to describe the eventual conversion of iPod sales into long term Mac sales as consumers slowly adopt more Apple technology.
It is unknown when the ads will air.
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While the iPhone 17 Pro has double the base storage compared to the iPhone 16 Pro, there will apparently be no further increase this year.
Taiwanese research firm TrendForce today again reported that the iPhone 18 Pro models will start with 256GB of storage, like the iPhone 17 Pro models.
Minimum storage capacities by model:iPhone 16 Pro: 128GB
iPhone 17 Pro: 256GB
iPhone 18 Pro...
Less than a week before Apple debuts new iPhone 18 Pro models, research firm TrendForce has estimated the prices of the devices based on the latest hardware cost environment.
TrendForce's price estimates compared to last year's models look like this:
Model
Starting Price
Model
Starting Price
Change
iPhone 17 Pro
$1,099
iPhone 18 Pro
$...
Apple has added a new "iPhone Handoff" feature to iOS 27 that will allow you to switch between two iPhones while using the same phone number on each device.
This functionality was briefly mentioned during the WWDC 2026 keynote in June, on a slide that listed hundreds of new features coming in iOS 27 and corresponding software updates, but Apple never shared any further details at the time.
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