MacRumors

Apple has quietly introduced support for the next generation NVM Express (NVMe) interface to SSD Flash drives in their latest OS X 10.10.3 update as well as in the new Retina MacBook which was released on April 10th.

The NVMe software interface replaces the AHCI software interface in Apple's previous notebooks, and offers improved latency and performance over the old protocol. Anandtech offers a good overview between the technologies:

AHCI (Advanced Host Controller Interface) dates back to 2004 and was designed with hard drives in mind. While that doesn't rule out SSDs, AHCI is more optimized for high latency rotating media than low latency non-volatile storage. As a result AHCI can't take full advantage of SSDs and since the future is in non-volatile storage (like NAND and MRAM), the industry had to develop a software interface that abolishes the limits of AHCI.

The result is NVMe, short for Non-Volatile Memory Express.

The new protocol is not to be confused with the underlying hardware that connects the SSD to Apple's notebooks. Apple has already upgraded the physical interface to the much faster PCIe connectors a number of years ago.

Going into the future, NVMe will allow Apple's hardware to take further advantage of the performance of SSDs as well as improve battery life with less time spent transferring data. Intel expects NVMe to also be coming to tablets and phones in the near future.

Thanks Jonathan

Apple couldn't establish lower pricing for its upcoming music service to distinguish it from competing services, so the company is hoping to draw in subscribers by offering exclusive content. Apple has asked Florence and the Machine and a dozen other artists for exclusive deals to promote the upcoming music service, reports Bloomberg.

Apple is said to be in talks with Florence and the Machine about limited streaming rights to a track for the band's upcoming album in June, and Apple execs have also approached Taylor Swift and others in the hopes of establishing a deal. An exclusive deal with Taylor Swift could be a big win for Apple as she's opted to pull her music from some streaming services like Spotify. Such exclusives could bring in music-loving subscribers that might otherwise not pay for a music subscription.

The strategy is similar to a tactic employed by Jay-Z's recently relaunched music service Tidal, which also hopes to attract subscribers through content that can't be obtained elsewhere. At launch, Tidal released a new song from Beyonce, following it up with an exclusive song from Rihanna.

Exclusives could work to help Apple garner subscribers, but the company's most promising tool for gaining subscribers is its huge existing customer base. Millions of people own iPhones and iPads, and Apple can create a streaming music app that's heavily integrated within iTunes and installed on Apple devices automatically.

As we've heard in previous rumors, Apple is working to completely revamp Beats Music to turn it into an all new subscription music service. It may gain a new name, says Bloomberg, and it will cost $9.99 per month for individuals, with a family plan available for $14.99.

Apple may be planning to unveil its new streaming music service at its upcoming Worldwide Developers Conference in June.

Apple CEO Tim Cook visited the Palo Alto Apple Store in Palo Alto, California this morning as it opened its doors to let customers get their first look at the new Apple Watch. Cook was spotted chatting with potential customers and having a conversation with The Loop's Jim Dalrymple and iMore's Rene Ritchie.

Several members of the media were on hand at the Palo Alto Store opening, as it's one of the flagship Bay Area stores that often sees visits from Apple executives. Tim Cook spoke to CNBC, telling the news site that pre-orders for the Apple Watch have been "great."

It has been incredible. You know this morning, I got reports from all the way around the world, from Japan to Australia to China to Germany to France to the U.K. to Canada and now the U.S. It is extraordinary. Customers are giving us great feedback and orders are great as well.

Cook also commented on the Apple Watch that he's wearing himself, telling CNBC's Josh Lipton that he wears the stainless steel Apple Watch with the White fluoroelastomer band most of the time, as that's what he works out in. Cook also said that he has a few other bands on hand, because he likes to change them out on occasion. "I am wearing this one the most," he said. "So I would highly recommend it to all of the listeners."

The Apple Watch became available for pre-order at 12:01 a.m. Pacific Time earlier today, and initial pre-orders sold out very quickly. In less than an hour, shipping estimates for many Apple Watch models had slipped to 4 to 6 weeks or beyond, and within six hours, there were no longer any models available for an estimated delivery date of April 24 to May 8, the shipping estimate the earliest orderers received. Many customers who order today and beyond won't be able to obtain devices until May or June, and later in some cases.

As of today, Apple Stores around the world are allowing customers to try on the Apple Watch to get a feel for the device ahead of its official launch.

Apple-owned headphone company Beats by Dre today announced the launch of several new Solo2 Wireless headphones, in colors that match Apple's iPhone, iPad, and new MacBook. Available in Gold, Silver, and Space Gray, the headphones are otherwise identical to the company's existing Solo2 Wireless headphones.

The Solo2 Wireless on-ear headphones were released in November, and were the first product released by Beats since Apple's acquisition of the company officially closed. The Solo2 Wireless are a wireless version of the wired Solo2 headphones that are a staple in the Beats headphone lineup.

Both the Gold and Silver varieties of the new Solo2 Wireless headphones feature white accents and ear cups, while the Space Gray version includes black accents and black ear cups, for an accurate match to Apple's line of Gold, Silver, and Space Gray devices.

Solo2 Wireless offers the same dynamic sound and streamlined design as Solo2, but with the added benefit of wireless capabilities. With its Bluetooth technology, Solo2 Wireless can move freely for up to 30 feet from your audio device. Take phone calls, skip songs, and change the volume using the "b" button and volume buttons on the ear cup. Its rechargeable battery allows you to enjoy up to 12 hours of wireless playback. Not charged? Not a problem. Just plug in the provided RemoteTalkTM cable and enjoy your music.

Apple has largely taken over the Beats business, with the headphones being sold in Apple Stores rather than on the Beats website and all Beats support being handled by Apple support representatives, both online and in retail locations. Despite this, products being sold today are still those that have been designed without Apple's guidance, and it remains unclear when we might see new headphone lines created with Apple's technology and design influence.

The new Solo2 Wireless headphones can be purchased from the online Apple Store for $299.95 and will ship out in one business day. They aren't available in retail stores yet, but should be popping up at Apple Stores over the next few days.

Following the opening of pre-orders for the Apple Watch on Apple's Online Store this morning, Apple Retail Stores in first-wave countries today opened their doors to fans waiting for Apple Watch try-on appointments. Below, MacRumors has rounded up a collection of videos made by both fans and tech blogs, showcasing the busy but excited atmosphere no doubt permeating throughout most Apple stores today.

First is a video uploaded to Hong Kong-based Chan Xin's YouTube channel. In the video he tries on both 38mm and 42mm Sport model cases, and is put through a short demo presentation of the Watch by an employee, ending the video by checking out the Stainless Steel Milanese Loop option.

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A significant number of users have turned to Twitter and other social networks to voice their frustration that Retina MacBook in-store stock and display models at many Apple Stores in the United States and other launch countries are nowhere to be found. MacRumors has independently confirmed that the Retina MacBook will be limited to online purchases in many locations around the world at launch.

A spot check of several Apple Stores in the United States, Canada and United Kingdom resulted in us being given the same response about Retina MacBook stock being unavailable at each location, at least on launch day. April 10 is already an eventful day for Apple as Apple Watch pre-orders and in-store try-on appointments became available at 12:01 AM Pacific, so it is possible the MacBook is not a priority right now.

Retina MacBook shipping times also slipped especially quick out of the gate, with custom configured models available to ship in 3-4 weeks from the moment orders became available, and gold stock models following shortly thereafter. Apple's new 12-inch MacBook starts at $1,299 and features an ultra-thin design, one USB-C port, redesigned keyboard with an all-new butterfly mechanism, Force Touch trackpad, fanless architecture and all-day battery life.

Apple has officially sold out of Apple Watch stock to be delivered within the April 24 launch day timeframe, as shipping times for all models have slipped to 4-6 weeks or later less than 6 hours after pre-orders started at 12:01 AM Pacific today. Apple Watch Sport models were the first to sell out, with delivery estimates shifting to 4-6 weeks, and then June, on the Apple Online Store in the United States.

The stainless steel Apple Watch retained fairly better shipping estimates after the pre-order window opened, with most models available to ship in 4-6 weeks after the first hour of availability. The 38mm Stainless Steel Apple Watch with Black Classic Buckle was the last model to maintain its original April 24th to May 8th shipping time, finally slipping at approximately 6 AM Pacific.

It appears that prospective buyers of the Apple Watch Edition will have a difficult time getting their hands on the 18-karat gold watch before summer, as shipping estimates for those models slipped to June-August almost immediately after pre-orders became available. Apple Watch Edition stock will also be limited to select Apple Stores in the United States and other launch countries.

Apple confirmed on Thursday that it expected Apple Watch demand to exceed supply upon launch, although it is unknown how many devices the company made available for pre-orders. Multiple reports in recent weeks claimed that Apple Watch stock would be limited at launch, possibly due to manufacturing delays or, as some critics suggest, an attempt to generate artificial hype for the wrist-worn device.

Apple has disclosed that it will charge an out-of-warranty service fee of $229, $329 and $2,800 for the Sport, Watch and Edition models respectively for repairs not covered by Apple's limited one-year warranty or AppleCare+ extended coverage plans. Out-of-warranty battery service is also available for $79 plus an applicable $6.95 shipping charge if required for all Apple Watch models.

The prices listed are based on official service through Apple in the United States, with pricing and terms varying for service through an Apple Authorized Service Provider. Apple will not repair an Apple Watch under certain circumstances, such as if the device is broken into multiple pieces, and did not provide pricing information for other accessories or peripherals.

Apple will be providing out-of-warranty service for the Apple Watch in all nine first wave launch countries, including the United States, Australia, Canada, China, France, Germany, Hong Kong, Japan and United Kingdom. Service charges vary based on local currencies, with out-of-warranty fees costing, for example, a higher $299, $419 and $3,599 for the Sport, Watch and Edition models respectively in Canada.

Apple will also be offering Express Replacement service for the Apple Watch for customers that purchase an AppleCare+ for Apple Watch plan. When requested, Apple will send you packaging to return an Apple Watch in for repair or service, and ship out a replacement unit approximately two to three business days later. Apple ensures that the replacement will be the same model you originally bought and new or equivalent in performance and reliability.

Express Replacement service is free for the Apple Watch, but costs $300 to $350 for the Apple Watch Sport, $500 to $600 for the stainless steel Apple Watch and $8000 to $10,000 for Apple Watch Edition if the original Watch is not returned. Apple will also charge a late or non-return fee of $35.50 to $60.50 (Sport), $85.50 to $135.50 (Watch) or $2,600 to $3,600 (Edition) if Apple does not receive your original Apple Watch after more than 10 business days, with some exceptions.

Apple began accepting Apple Watch pre-orders at 12:01 AM Pacific today and disclosed further AppleCare+ pricing details for the wrist-worn device in the process. AppleCare+ for Apple Watch plans cost $49, $59 and $1,500 for the Sport, Watch and Edition models respectively, while accidental damage coverage is subject to an additional service charge of $69 for Sport, $79 for Watch and $1,000 for Edition.

Apple is also offering AppleCare+ combo plans that cover both an Apple Watch and iPhone for a combined price of $149 (Apple Watch Sport and iPhone), $169 (Apple Watch and iPhone) and $1,600 (Apple Watch Edition and iPhone). These plans are likely offered for convenience purposes, rather than being a discount, as they cost one dollar more than purchasing AppleCare+ for Apple Watch and iPhone separately.

One potential benefit of purchasing an AppleCare+ combo plan for Apple Watch and iPhone is that Apple appears to be covering undamaged iPhones that are up to six months old. Apple's standalone AppleCare+ for iPhone plan requires that customers purchase the warranty plan within 60 days of buying an iPhone. You are still required to add an iPhone to the AppleCare+ combo plan within 60 days of buying the coverage.

AppleCare+ extends an Apple Watch's warranty coverage to two years from the date of purchase for the Sport and Watch, and three years for Edition, and provides accidental damage coverage for up to two incidents. Without AppleCare+, purchases of the Apple Watch Sport and the stainless steel Apple Watch will be covered by a limited one-year warranty for hardware repairs and 90 days of complimentary support.

Apple Watch pre-orders began at 12:01 AM Pacific Time in first wave launch countries, and models available for delivery on April 24 quickly sold out. Apple Store shipping estimates for new orders of the Apple Watch have slipped to 4 to 6 weeks for many models that were originally listed with 4/24 to 5/8 shipping dates.

Some Apple Watch models started out with 4 to 6 week delivery estimates, including the stainless steel Apple Watches with Modern Buckle and Leather Loop bands. Stainless steel Apple Watch models with Link Bracelets had a June delivery date at launch, while Apple Watch Edition models listed May delivery dates.

This is a running list of shipping times in U.S. Refresh for latest estimates:

- Apple Watch Sport White 38mm: June
- Apple Watch Sport White 42mm: June
- Apple Watch Sport Blue 38mm: June
- Apple Watch Sport Blue 42mm: June
- Apple Watch Sport Green 38mm: June
- Apple Watch Sport Green 42mm: June
- Apple Watch Sport Pink 38mm: June
- Apple Watch Sport Pink 42mm: June
- Apple Watch Sport Space Gray 38mm: June
- Apple Watch Sport Space Gray 42mm: June
- Apple Watch with Sport Band: 4-6 weeks
- Apple Watch with Classic Buckle 38mm: Delivers 4/24 to 5/8
- Apple Watch with Classic Buckle 42mm: 4-6 weeks
- Apple Watch with Milanese Loop: 4-6 weeks
- Apple Watch with Leather Loop: 4-6 weeks
- Apple Watch with Modern Buckle (Brown): 4-6 weeks
- Apple Watch with Modern Buckle (Black): 4-6 weeks
- Apple Watch with Modern Buckle (Soft Pink): June
- Apple Watch with Modern Buckle (Blue): June
- Apple Watch with Link Bracelet Stainless Steel: 4-6 weeks
- Apple Watch with Link Bracelet Space Gray 38mm: June
- Apple Watch with Link Bracelet Space Gray 42mm: July
- Apple Watch Edition Rose Gold: July
- Apple Watch Edition Yellow Gold: June

Just hours ahead of Apple Watch pre-orders, Apple made the unprecedented move of announcing restricted supplies. In a press release, Apple retail chief Angela Ahrendts warned potential customers that Apple expects "strong customer demand" to "exceed our supply at launch."

Because supplies are limited, all Apple Watch orders must be placed online. Apple does not plan to accept walk-in orders of the Apple Watch in the early weeks after launch, so customers planning to purchase a watch should order as soon as possible.

Wait times will only grow longer as people attend try-on appointments in retail stores and place pre-orders. Try-on appointments begin today, giving customers a chance to test and wear the Apple Watch ahead of its April 24 launch. Customers who already placed early orders for the Apple Watch will see April 24 delivery dates for some models, while customers who order today will need to wait several weeks to get their new Apple Watch devices.

Try-on appointments can be scheduled through Apple's concierge service, both online and in the Apple Store app. The try-on appointment system is currently experiencing difficulties and may be down for some users.

Apple has begun accepting online pre-orders for the Apple Watch in the United States and other first wave launch countries, including the U.K, Australia, Canada, China, France, Germany, Hong Kong, and Japan.

Orders can be placed through Apple's online store or through the Apple Store app on iOS devices. Supplies are expected to be limited, so customers interested in April 24 delivery dates should order as soon as possible.

Shipping estimates for Apple Watch models were as follows at launch, but are slipping rapidly:

- Apple Watch Sport: Delivers 4/24-5/8
- Apple Watch with Sport Band: Delivers 4/24-5/8
- Apple Watch with Classic Buckle: Delivers 4/24-5/8
- Apple Watch with Milanese Loop: Delivers 4/24-5/8
- Apple Watch with Leather Loop: Available to ship 4-6 weeks
- Apple Watch with Modern Buckle: Available to ship 4-6 weeks
- Apple Watch with Link Bracelet: Stainless steel 4-6 weeks, Space Gray June
- Apple Watch Edition: Available to ship May

The Apple Watch will officially launch on April 24, which is the same date that some customers will begin receiving their devices at their homes. Pre-ordering is recommended, as Apple will not be accepting walk-in orders for the Apple Watch during the first weeks following launch. All orders must be placed online.

AppleCare+ is available for the Apple Watch, and is priced at $49 for the Sport models, $69 for the stainless steel models, and $1,500 for the gold Apple Watch Edition models. There's also a combined AppleCare+ option for the iPhone and the Apple Watch, priced at $149 for Apple Watch Sport, $169 for the stainless steel Apple Watch, and $1,600 for the gold Apple Watch Edition. Combined AppleCare+ can be purchased up to six months after an iPhone purchase.

AppleCare+ service fees for accidental damage are priced at $69 for the Apple Watch Sport, $79 for the stainless steel Apple Watch, and $1,000 for the Apple Watch Edition.

Apple is also selling standalone bands that can be purchased alongside the Apple Watch, and most band orders will ship in May. Modern Buckle bands are unavailable, and Milanese Loop, Link Bracelet, and Leather Loop ship in two to four weeks.

Apple is also accepting try-on appointments in its retail stores beginning today, giving users a chance to see the watch before placing an online pre-order. Appointments for models besides the Apple Watch Edition will last for approximately 15 minutes and will give customers an opportunity to try on multiple devices. We've written a post covering what to expect at your try-on appointment, which is worth checking out before you visit an Apple Store. Try-on appointments can be scheduled through Apple's concierge service, both online and in the Apple Store app. The try-on appointment system is currently experiencing difficulties and may be down for some users.

Apple Watch pricing begins at $349 for the entry-level aluminum Sport model, $549 for the stainless steel Apple Watch, and $10,000 for the gold Apple Watch Edition. All three models can be ordered from the online store beginning now.