Apple today shared a new television ad on its YouTube channel, designed to introduce people to the new Screen Effects feature in iOS 10. In the minute-long spot, a sole red balloon drifts through mountains, over the sea, and through hilly terrain to reach the city, where it's joined by hundreds of additional balloons floating through the streets.
The shot pans to an iPhone user who receives a "Happy Birthday" message, where balloons fill up the screen to accompany the text. It ends with the tagline "Expressive messages on iPhone 7. Practically magic."
Introduced in iOS 10, Screen Effects are designed to make the messages experience more emotive, personal, and fun. Screen Effects temporarily alter the look of the Messages display with full screen animations that play alongside text messages. There are several animations, ranging from balloons and confetti to lasers and fireworks.
With certain keywords like "Congratulations!" or "Happy Birthday!" Screen Effects play automatically whenever the relevant text phrase is sent to an iPhone user who has iOS 10 installed.
Apple's restrained artificial intelligence strategy may pay off in 2026 amid the arrival of a revamped Siri and concerns around the AI market "bubble" bursting, The Information argues.
The speculative report notes that Apple has taken a restrained approach with AI innovations compared with peers such as OpenAI, Google, and Meta, which are investing hundreds of billions of dollars in data...
Tuesday December 30, 2025 2:11 pm PST by Juli Clover
The Apple Fitness+ Instagram account today teased that the service has "big plans" for 2026. In a video, several Apple Fitness+ trainers are shown holding up newspapers with headlines related to Apple Fitness+.
What's Apple Fitness+ Planning for the New Year?
Something Big is Coming to Apple Fitness+
The Countdown Begins. Apple Fitness+ 2026 is Almost Here
2026 Plans Still Under ...
Monday December 29, 2025 10:55 am PST by Juli Clover
Apple is rumored to be introducing a foldable iPhone in September 2026, and since it will bring the biggest form factor change since the iPhone was introduced in 2007, curiosity about the design is high. A 3D designer created an iPhone Fold design based on rumors, and we printed it out to see how it compares to Apple's current iPhones.
Subscribe to the MacRumors YouTube channel for more ...
Monday December 22, 2025 11:30 am PST by Juli Clover
Apple hasn't updated the Apple TV 4K since 2022, and 2025 was supposed to be the year that we got a refresh. There were rumors suggesting Apple would release the new Apple TV before the end of 2025, but it looks like that's not going to happen now.
Subscribe to the MacRumors YouTube channel for more videos.
Bloomberg's Mark Gurman said several times across 2024 and 2025 that Apple would...
Tuesday December 30, 2025 10:39 am PST by Juli Clover
iPhone 17 Pro and Pro Max owners are having trouble with the speakers of their devices, and have complained about a static or hissing noise that occurs when the iPhone is charging.
There are multiple discussions about the issue on Reddit, the MacRumors forums, and Apple's Support Community, where affected users say there is a noticeable static noise "like an old radio." Some people report...
Tuesday December 23, 2025 8:36 am PST by Joe Rossignol
While the iPhone 18 Pro and iPhone 18 Pro Max are not expected to launch for another nine months, there are already plenty of rumors about the devices.
Below, we have recapped 12 features rumored for the iPhone 18 Pro models.
The same overall design is expected, with 6.3-inch and 6.9-inch display sizes, and a "plateau" housing three rear cameras
Under-screen Face ID
Front camera in...
Wednesday December 31, 2025 9:59 am PST by Juli Clover
Apple hasn't updated the Mac Pro since 2023, and according to recent rumors, there's no update coming in the near future. In fact, Apple might be finished with the Mac Pro.
Bloomberg recently said that the Mac Pro is "on the back burner" and has been "largely written off" by Apple. Apple apparently views the more compact Mac Studio as the ideal high-end pro-level desktop, and it has almost...
Wednesday December 31, 2025 8:39 am PST by Eric Slivka
Apple today added the final 13-inch MacBook Air powered by Intel processors, the Apple Watch Series 5, and additional products to its vintage products list. The iPhone 11 Pro was also added to the list after the iPhone 11 Pro Max was added back in September.
The full list of products added to Apple's vintage and obsolete list today:
MacBook Air (Retina, 13-inch, 2020)
iPhone 8 Plus 128GB ...
I find apples new ads to be stupid. Honestly, my favorite was the retina macbook pro ad they ran years ago for the 15 inch. short sweet and to the point.
