Apple has begun testing a new AI-powered tool with a small group of advertisers that automatically decides where to place ads on the App Store, Business Insider reports.
Citing two individuals familiar with the matter, Business Insider claims that the AI-powered tool mirrors the functionalities of Google's Performance Max and Meta's Advantage+, which allow advertisers to specify their budget, target cost-per-acquisition, desired audiences, and geographical targets. Apple's algorithm then automatically determines the most effective placement of ads across the App Store's existing formats.
The initiative is said to be part of Apple's broader ambition to refine and expand its advertising offerings. Currently, Apple provides a variety of ad formats within the App Store, including search tab ads, search results page ads, "you might also like" suggestions on app product pages, and ads on the "today" tab.
Business Insider speculates that the move toward AI-enhanced ad placements suggests a future where Apple could extend advertising to other apps and services within its ecosystem, such as Apple News, Stocks, and the recently launched Sports app. The website also today reported that a number of recent Apple hiring decisions may indicate plans to introduce an ad-supported Apple TV+ tier.
TikTok [App Store] appears to be planning to expand into photo sharing via the launch of a new "TikTok Photos" app, according to TheSpAndroid blog.
A large number of references to the app were discovered in the latest version of TikTok, revealing some of its functionality, integrations, and even its app icon. Among these, phrases like "Open TikTok Photos," "Get TikTok Photos," and "Share this post to TikTok Photos" suggest direct connections between the existing video platform and the new photo-sharing app.
TikTok has allowed users to post photo-based content in a video or carousel format for some time, but the app currently has no real alternative to dedicated photo-sharing social media platforms. TikTok Photos likely seeks to directly challenge Instagram's dominance in the photo-sharing space. Instagram has increasingly focused on video content, including Reels, in an effort to compete with TikTok's video dominance.
The official launch date and regional availability of "TikTok Photos" is unknown, but the presence of extensive references to it within TikTok's code suggests that an announcement could be imminent.
More details about these games are available in Apple's press release. All games on Apple Arcade are ad-free and do not offer in-app purchases.
Launched in November 2019, Apple Arcade is accessible through the App Store. The subscription-based service provides access to hundreds of games on the iPhone, iPad, Mac, Apple TV, and Vision Pro, with new titles added periodically.
Crossy Road Castle will be available on Apple Vision Pro starting April 25
Apple Arcade received its first price increase in many countries last year. In the U.S., for example, pricing went from $4.99 per month to $6.99 per month.
Apple could be accelerating plans to introduce an ad-supported Apple TV+ tier, based on a number of recent hires by the company.
Business Insider reports that Apple recently recruited Joseph Cady, who worked as an ad executive for NBCUniversal for over 14 years. Cady's focus was on data-driven and targeted advertising, including responsibility for the Comcast subsidiary's partnerships with Amazon, Google, TikTok, and others, according to the report.
Cady is expected to work with Winston Crawford, Apple's head of global ad sales. Apple's TV+ team reports to Crawford, who also helped lead Apple's Major League Soccer ad sales pitch with Todd Teresi, lead of Apple's ads division.
The report also mentions several other recent recruits to Apple's ads team, such as Chandler Taylor (formerly a video ads account manager with Peacock), Jacqueline Bleazey from FanDuel's ad sales team, and Jason Brum, who has worked for DirecTV, NBCUniversal, and more.
Apple has not indicated one way or the other whether an ad-supported tier for TV+ is in the works, but it would make sense given that Netflix, Disney+, and Max all now offer ad-based plans at a discounted price.
Apple increased its TV+ subscription prices in October to $9.99 a month from $6.99 a month, while the annual subscription price increased from $69 per year to $99 per year, so a more affordable option would make sense from a competitive perspective.
Apple today announced three further changes for developers in the European Union, allowing them to distribute apps directly from webpages, choose how to design in-app promotions, and more.
Apple last week enabled alternative app stores in the EU in iOS 17.4, allowing third-party app stores to offer a catalog of other developers' apps as well as the marketplace developer's own apps. As of today, Apple is allowing third-party app stores to offer apps solely from their own catalog. For example, a games studio could create an app store on iOS that exclusively offers their own games.
When directing users to complete a transaction on their website, developers can also now choose how to design their in-app promotions, discounts, and deals. Apple's templates for designing these links out to websites are optional as of today.
In addition, developers will soon be able to distribute apps directly from their websites, providing they meet Apple's specific criteria, such as being a member of the Apple Developer Program for two continuous years or more and having an app with more than one million first installs on iOS in the EU in the prior year, and commit to ongoing requirements, such as publishing transparent data collection policies. Apps distributed in this way must meet Apple's notarization requirements like all other iOS apps and can only be installed from a web domain registered in App Store Connect.
Authorized developers will gain access to APIs to facilitate app distribution from the web, integration with system functionality, back up and restore, and more. Web distribution will become available following a software update later in the spring – allowing app downloads directly from a website for the first time on iOS.
The latest changes are part of Apple's Digital Markets Act (DMA) compliance plan and only apply within the European Union.
Apple is planning to expand its applied research and development labs in China, the company today announced.
In a statement shared with the South China Morning Post, Apple said that it plans to expand its research center in Shanghai "to support all of its product lines," as well as open a new lab in Shenzhen later in 2024 that will work on testing and research of major products including the iPhone, iPad, and Vision Pro headset. The company added that the new facility in Shenzhen will strengthen its collaboration with local suppliers and support local employees.
Apple's vice-president and managing director of Greater China, Isabel Ge Mahe, said that the company is proud to cultivate deeper ties in China and expand its presence in the country. Apple has already invested $139.2 million into its Shanghai research center, she added. Last week, Apple announced plans to open a new Apple Storein Shanghai's Jing'an district on March 21.
Apple Maps has expanded the availability of cycling routes in Europe by adding support for the countries of Austria, Belgium, and Sweden.
Apple first added cycling directions to Apple Maps in iOS 14, providing specific directions for bike riders with bike lanes, bike paths, and bike-friendly routes that highlight steep inclines, stairs, and other obstacles.
Elsewhere in Europe, Apple Maps currently provides cycling routes across France and Germany, as well as in Barcelona, Spain, and London, England. Coverage is more widespread in other parts of the world, such as mainland China, Japan, the United States, and select cities in Canada.
Apple maintains a list of all of the areas where cycling directions are available on its website, but Belgium, Austria, and Sweden have yet to be added.
Apple in collaboration with other browser engine developers has announced the release of Speedometer 3.0, described by Apple as "the best way yet to measure browser benchmark performance."
Apple's WebKit team is excited to introduce Speedometer 3.0, a major update that better reflects the Web of today. It's built together by the developers of all major browser engines: Blink, Gecko, and WebKit with hundreds of contributions from companies like Apple, Google, Intel, Microsoft, and Mozilla.
Apple's WebKit team originally released the benchmark tool in collaboration with the Google Chrome team in 2014, but this is the first time the Speedometer benchmark has been developed through a cross-industry collaboration supported by each major browser engine.
The goal of developing and releasing Speedometer under a joint multi-stakeholder governance model is to "create a shared understanding of web performance so that improvements can be made to enhance the user experience," according to the announcement. The latest version improves how Speedometer captures and calculates scores, shows more detailed results and introduces a wider variety of workloads.
"A few tests and workloads can't simulate the entire web," admit the contributors. "But while building Speedometer 3 we have established some criteria for selecting ones that are critical to user's experience. We are now closer to a representative benchmark than ever before."
Speedometer 3.0 takes into account the most common versions of popular frameworks including React, Vue, Angular, Preact, Lit, Backbone, and Svelte. It also features an updated set of simulated workloads to measure more of the work the browser does in response to user actions, such as painting and asynchronous tasks.
In addition, there is improved developer tooling so that browser engineers can better understand results, profile, and customize the test. The test runner architecture has also been redesigned to make it easier to write and maintain complex test cases.
Apple's next-generation iPad Pro models are expected to be announced in a matter of weeks, so what can customers expect from the highly anticipated new machines?
The 2022 iPad Pro was a minor update that added the M2 chip, Apple Pencil hover, and specification upgrades like Wi-Fi 6E and Bluetooth 5.3 connectivity. The iPad Pro as a whole has generally only seen relatively small updates in recent years, but rumors indicate that the next-generation iPad Pro will be the first major update to the product since 2018, introducing "fundamental changes." Below are some of the most important rumors about the new machines to be aware of as we approach their announcement.
Revamped, Thinner Design
The iPad Pro has retained the same design through four successive generations since 2018. Multiple reports suggest that the biggest design change coming to the new models will be a substantial reduction in thickness, reducing from 5.9 mm to 5.1mm and 6.4mm to 5.0 mm, respectively.
CAD renders indicate that there will be no other major design changes, but there have been vague reports about the device potentially featuring a landscape front-facing camera like the 10th-generation iPad, a much more natural placement for video calls when using a Magic Keyboard. Rumors dating back to 2021 have suggested that a relocated front-facing camera is headed to the iPad Pro. Such a change would likely also require changes to the location or charging system of the Apple Pencil, since the wireless charging components for the accessory are currently located where the camera would move to.
Earlier rumors suggested that a glass back could come to a future iPad Pro model, which would be a major design change for the device, but it is no longer clear if this is still a possibility.
M3 Chip for Improved Performance
The next-generation iPad Pro is widely expected to feature Apple's M3 chip to deliver improved performance and efficiency.
The M3 is based on the A17 Pro chip, which is manufactured using TSMC's 3nm fabrication process. In benchmark tests, the M3 outperforms the M2 by about 17% in single-core tasks and approximately 21% in multi-core tasks. A tentpole feature of the M3 is a completely redesigned GPU with hardware-accelerated ray-tracing, leading to dramatically improved graphics capabilities. In GPU performance, measured by Metal benchmarks, the M3 exhibits a notable improvement of around 15% over the M2.
4TB Storage Option
Apple will offer next year's OLED iPad Pro models with a 4TB storage option, a rumor coming out of Asia claimed. Since 2021, the iPad Pro has been available with 128GB, 256GB, 512GB, 1TB, or 2TB of storage.
If Apple increases the maximum storage of its forthcoming OLED iPad Pro models to 4TB, it would likely also increase the base storage to 256GB to maintain five capacity categories, making all seventh-generation models capable of recording ProRes in 4K at 30fps.
It is also worth noting that iPad Pro RAM is variable based on storage capacity, so iPad Pro models with 128GB, 256GB, or 512GB of storage come with 8GB of RAM, while iPad Pro models with 1TB or 2TB of storage feature 16GB of RAM. Whether that means a 4TB iPad Pro would feature 24GB or 32GB of RAM is unknown, but not improbable.
OLED Display Technology
OLED display technology is perhaps the most anticipated upgrade coming to the next-generation iPad Pro models. The current 11-inch model features an LCD display, while the 12.9-inch model has a mini-LED display.
Apple already uses OLED displays on the Apple Watch and iPhone, but has yet to bring the technology to larger devices. OLED displays use less power, sport greater color accuracy, and provide much better and more consistent contrast than LCD displays. As a significant upgrade, the change will likely be very prominent in the Apple's marketing materials for the next-generation iPad Pro.
Bigger Screens and Slimmer Bezels?
The new iPad Pro models are also rumored to get display size increases from 11- to 11.1-inches and 12.9- to 13-inches, facilitated by slimmer borders around the screen.
This would allow the footprint of the devices to remain the same while increasing display size. The slight increases are unlikely to add any meaningful functionality to the device, but they would provide a more modern "all-screen" appearance. However, display analyst Ross Young has since cast doubt on this rumor as it may simply be a misinterpretation of screen size rounding.
Higher Prices
The more advanced OLED display technology in the next-generation models is expected to drive up the iPad Pro's price, with current estimates starting at $1,500 and $1,800 for the 11-inch and 13-inch models, respectively. Pricing on the current 11-inch iPad Pro starts at $799, while the 12.9-inch iPad Pro starts at $1,099. Models with cellular connectivity are available for an additional $200 over the base price for each storage tier.
More recent reports suggest that the price hikes may have been overstated and they may not exceed a $160 increase, but it does look like higher prices are on the way.
Improved Cameras
The iPad Pro has had the same 12-megapixel main rear camera with a ƒ/1.8 aperture since 2017. The 12-megapixel ultra wide camera with an ƒ/2.4 aperture and brighter True Tone flash have also remained the same since its introduction on the 2021 iPad Pro. Camera upgrades are rumored for other future iPad models with related hardware such as the seventh-generation iPad mini, so it follows that similar improvements are on the way for the iPad Pro.
Since 2021, the iPad Pro has also featured a 12-megapixel front-facing camera with an ƒ/2.4 aperture. With 2022's iPhone 14 models, Apple introduced an upgraded 12-megapixel front-facing camera with an ƒ/1.9 aperture and autofocus. It seems plausible that this hardware could be ready to trickle down to the iPad Pro in its next incarnation.
The current iPad Pros support Smart HDR 4, so an upgrade to Smart HDR 5 is likely. The Photonic Engine and other iPhone-only photography and videography features could also make their way to the next iPad Pro.
A subsequent report suggested that Apple may have ultimately scrapped the glass back design after testing due to concerns over breakability. Citing sources familiar with Apple's design plans, the report claimed that Apple has developed iPad Pro prototypes with a larger Apple logo made of glass, which would still allow for wireless charging. One of the prototypes was said to feature MagSafe with stronger magnets than on the iPhone to prevent accidental damage, and it was also said to support faster wireless charging speeds compared to MagSafe on the iPhone.
There is no guarantee that the iPad Pro with a glass back or Apple logo will ever be released, but rumors do seem to agree that Apple has extensively explored some kind of wireless charging solution for the iPad Pro. In December, MacRumorsobtained information suggesting that the new iPad Pro models might include support for MagSafe charging, and this now appears to be Apple's chosen wireless charging technology for the device.
Apple is also rumored to be working on reverse wireless charging for the iPad Pro, which would allow users to charge their iPhones, AirPods, and other accessories by laying them on the back of the iPad. Apple has filed multiple patents related to this feature.
Redesigned Magic Keyboard for 'Laptop' Experience
According to Bloomberg's Mark Gurman, Apple is planning a complete revamp of its Magic Keyboard accessory for the iPad Pro that makes the device more laptop-like.
The updated version of the Magic Keyboard for iPad will offer a larger trackpad, addressing criticisms of the current model, and "makes the iPad Pro look even more like a laptop than the current setup." The area around the keyboard itself will apparently be made of aluminum, resembling the top case of MacBooks, to provide a sturdier structure.
The exterior shell of the keyboard will retain the silicone cover material used on the current model and a single USB-C port. Gurman mused that the redesign using more premium materials could lead Apple to raise the accessory's $299 price point.
The Weibo leaker known as "Instant Digital" claims that the next-generation Magic Keyboard will also be 100% carbon neutral thanks to its redesign and use of different materials. Last year, Apple unveiled its first carbon neutral products: The aluminum Apple Watch Series 9 and Apple Watch SE when paired with a new Sport Loop, as well as the Apple Watch Ultra 2 when paired with a new Trail Loop or Alpine Loop. The company plans for all of its products to be carbon neutral by 2030.
New Apple Pencil
A new Apple Pencil is now actively rumored to arrive alongside the next-generation iPad Pro models. The current, second-generation Apple Pencil is now well over five years old.
In March 2021, the leaker known as "Mr. White" shared an image purporting to depict a next-generation Apple Pencil prototype that featured a shorter design, glossy finish, and a larger, deeper tip. Apple was believed to have worked on a smaller Apple Pencil designed for the iPad mini, as well as a $49 model for the iPhone, but both products never emerged and are said to have been canceled entirely.
Multiple rumors suggested that the third-generation will include range of interchangeable magnetic tips to emulate different drawing styles. There have also been report about color-sampling capabilities, but little else is known about what the new accessory could offer later this month.
No Apple Event, But Announcement Any Day Now
Reports from a wide range of sources are consistent that the new iPad Pro models will be announced in March. While it was initially speculated that Apple would host an event to introduce the new models, the company is no longer expected to hold a traditional event for the announcements. Instead, Apple is reportedly planning to announce new products on its website with a "series of online videos and marketing campaigns."
Last week, Apple announced the new MacBook Air models featuring the M3 chip, so this rumor now seems to be true. As a result, Apple is highly likely to reveal the new iPad Pros via a press release on its website during a morning in the next few weeks, likely on a Monday or Tuesday, followed by launch on a following Friday. The new iPad Pro models may launch toward the end of the month or in April, according to Bloomberg's Mark Gurman, but they could appear as soon as tomorrow.
Shortly after the Vision Pro launched, Meta CEO Mark Zuckerberg made it clear that he believes the Quest 3 is the better VR headset, and over the weekend, he again took to Threads to reiterate his belief that the $3,500 Vision Pro is inferior to the $500 Quest 3 (via 9to5Mac).
Analyst Benedict Evans said that the Vision Pro is the "device Meta wants to reach in 3-5 years," and that it is confusing that Meta VR engineers have suggested the Vision Pro is "basically just the same thing" as the Quest. In response, Zuckerberg said that the Quest "is better" than the Vision Pro now, and that if the Meta Quest has the "motion blur," weight, or "lack of precision inputs" as the Vision Pro in the future, then Meta will have "regressed significantly."
I don't think we're saying the devices are the same. We're saying Quest is better. If our devices weigh as much as theirs in 3-5 years, or have the motion blur theirs has, or the lack of precision inputs, etc, then that means we'll have regressed significantly. Yes, their resolution is higher, but they paid for that with many other product tradeoffs that make their device worse in most ways. That's not what we aspire to.
Zuckerberg also took offense to the Meta Quest being called "a games device," and clarified that some of the top apps on the Quest are social, browser, and video player apps.
Actually, 3 of the top 7 Quest apps are already social apps - Horizon, VR Chat, and Rec Room. Browser and video player are top apps too. Fitness isn't as high up there, but has a passionate community as well. So I think the narrative that these headsets are only for games is out of date. And yes, more resolution is better - but trading off ergonomics and motion blur isn't a clear win when Quest's resolution is also quite good.
Device weight and "motion blur" have been two points that Zuckerberg has focused on in his criticism of the Vision Pro, and he has dismissed the higher resolution of Apple's headset as unnecessary given the "tradeoffs" that he sees.
Zuckerberg in February said that the Quest 3 is superior because it is 7x less expensive than the Vision Pro, it's more comfortable, the Quest is "crisper," there are "precision controllers," and there's a "deeper" immersive content library.
Compared to the Apple Vision Pro's 4K microLED displays, the Quest 3 has two 2K LCD panels. It also weighs in at 515 grams, while the Vision Pro weighs 600 to 650 grams depending on the Light Seal combination used, and the Quest does not have a separate battery pack.
Bloomberg's Mark Gurman today held a Q&A session focused on the Apple Car, in which he revealed that the vehicle's chip would have been equivalent to four M2 Ultra chips combined. He also said the vehicle had an underlying "safetyOS" system that was one part of the overall operating system, but he did not elaborate.
Gurman also briefly touched on a few other topics, including that Apple apparently "just started formal development" of a new MacBook Pro with an M4 chip. He did not provide any additional details about the chip, which has yet to be announced by Apple.
Apple announced the M1 chip for Macs in November 2020, followed by the M2 chip in June 2022 and the M3 chip towards the end of October 2023, so there has been around a year-and-a-half gap between each of the chips being introduced. If that pattern continues, the M4 chip would be released in the first half of 2025. However, a late 2024 release is also possible if the interval shrinks to one year.
Apple last updated the MacBook Pro lineup in October with M3, M3 Pro, and M3 Max chips. As part of that refresh, Apple discontinued the 13-inch MacBook Pro and replaced it with a new base model 14-inch MacBook Pro with the M3 chip. Apple has also updated the iMacand MacBook Air with the M3 chip, leaving the Mac mini, Mac Studio, and Mac Pro as the only current-generation Macs still equipped with the M2 family of chips.
Current Chip
Last Updated
Next Chip
ETA
13" MacBook Air
M3
March 2024
M4
2025
15" MacBook Air
M3
March 2024
M4
2025
14" MacBook Pro
M3/M3 Pro/M3 Max
October 2023
M4/M4 Pro/M4 Max
Late 2024/2025
16" MacBook Pro
M3 Pro/M3 Max
October 2023
M4 Pro/M4 Max
Late 2024/2025
iMac
M3
October 2023
M4
2025
Mac Studio
M2 Max/M2 Ultra
June 2023
M3 Max/M3 Ultra
2024
Mac Pro
M2 Ultra
June 2023
M3 Ultra
2024
Mac mini
M2/M2 Pro
January 2023
M3/M3 Pro
2024
Apple's chipmaking partner TSMC is expected to begin volume production of chips based on its 2nm process in the second half of 2025, so the M4 chip will likely remain 3nm like the M3 chip. However, the M4 chip will likely be manufactured with an enhanced version of TSMC's 3nm process for improved performance and power efficiency.
Last month, the Taiwanese publication Economic Daily News reported that the M4 chip will feature an upgraded Neural Engine with "significantly" more cores for artificial intelligence tasks, but no other specific details are known about the chip at this time.
Apple recently started distributing internal builds of iOS 18 to factories and relevant vendors, according to credible information shared on X by a private account with a track record of sharing accurate details on Apple's plans. The version of iOS that Apple provides at this stage is called "VendorUI," and access to it is strictly controlled.
Sent out on an annual basis, VendorUI is a variant of iOS that is provided to factories for quality control testing. Because it has a pre-production version of the iOS user interface that Apple won't publicly unveil until WWDC, Apple is careful about where it is distributed. VendorUI can include references to new features, new settings or changes in branding. Unlike the versions of iOS used by Apple's software engineers, VendorUI often has certain apps omitted, ensuring that only the apps necessary for testing are present.
With every iOS release, Apple develops several different versions of iOS:
Release – Stock iOS intended for end-consumers.
InternalUI – Created for Apple's software engineers, often contains pre-production version of the iOS user interface, with unreleased and unannounced features.
VendorUI – Designed for quality control testing in factories and can contain elements of pre-production iOS user interface.
NonUI – Developed for hardware engineers and calibration machines, does not feature the standard iOS user interface.
LLDiags – Intended for use in low-level diagnostics and has no user interface at all except for a simple diagnostics menu (Diags).
The distribution of the VendorUI version of iOS 18 means that we could soon start seeing more iOS features leak because the operating system is available to a larger number of people.
Even without VendorUI, information about iOS has started to come out. We've heard that iOS 18 will have a heavy focus on AI, and there will be new Accessibility features, such as Adaptive Voice Shortcuts and Live Speech Categories. Internal versions of iOS can also contain hardware information, and back in December, we shared details on the iPhone 16 hardware sourced from iOS 18 code.
To learn more about the features that are expected in iOS 18, check out our dedicated rumor roundup page for iOS 18.
With iOS 18 and macOS 15, Apple intends to introduce a plethora of new features and enhancements affecting system applications and settings. Through industry sources, MacRumors has received details about the updated version of the Freeform app, which is set to include an interesting addition.
Known as "Freeform Scenes," the new feature will give users the option to select specific sections or "Scenes" within their boards for easier navigation. Once selected and named, users will have the ability to easily return to them after viewing other areas of the board. Users will have the option to edit scenes after the fact as well, and will even be able to collaborate with others in doing so. Our sources claim that Freeform Scenes will be compatible with iCloud, allowing for easier sharing and editing.
The controls for the Freeform Scenes UI will be located near the zoom controls, towards the bottom left area within the app. Users will see a new sandwich-bar type icon with three vertical lines, and tapping or clicking the icon will show the Scenes UI. The Scenes UI includes a bar with individual arrow icons for easier navigation between Scenes, along with a square icon between the two arrows. Clicking or tapping the square icon will present the user with additional options to select or navigate between scenes.
Apple has also developed the following keyboard shortcuts for Freeform Scenes:
Save – Shift + Command + S
Next Scene - Option + Command + ]
Previous Scene – Option + Command + [
Although this feature is in testing, it is worth noting that not all features make it to release, and Apple also sometimes delays new additions until a later version of iOS. While Freeform Scenes is in development for iOS 18 and macOS 18, it could be pulled or introduced at a later date.
For more details on what to expect with Apple's upcoming operating systems, check out our rumor roundup page for iOS 18.
OWC is hosting a big Mac accessory sale that includes a number of discounts on Thunderbolt docks, USB-C hubs, external drives and enclosures, internal memory upgrade kits for Mac, and more. Most products are in stock and ready to ship out today, and OWC offers free shipping on orders $149.00 and over.
Note: MacRumors is an affiliate partner with OWC. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running.
Highlights of the sale include a collection of Thunderbolt docks for up to $130 off. These docks allow you to easily connect a wide array of peripherals to your Mac, including two 4K displays or one 5K display with the 14-Port Thunderbolt 3 Dock, which is available for $149.99. This isn't quite as steep of a discount as we've previously seen on the accessory, but at $130 off it's still a great second-best price for anyone who missed last week's sale.
All of the devices listed below are in new condition at OWC, although the retailer does provide various item condition options for anyone who might want to save money by purchasing open box items. Be sure to visit OWC's sale landing page to browse the full sale, which also features deals on cables, Mac accessories, keyboards, and headphones.
Apple plans to release new iPad Pro and iPad Air models "around the end of March or in April," according to Bloomberg's Mark Gurman. He also expects new Magic Keyboard and Apple Pencil accessories for iPads to launch simultaneously.
Apple is expected to release a larger 12.9-inch iPad Air
In his Power On newsletter on Sunday, Gurman reiterated that Apple is preparing a special build of the already-released iPadOS 17.4 update for the new iPads:
Apple is preparing to launch revamped iPad Pros, new iPad Airs (including a 12.9-inch version), a Magic Keyboard and upgraded Apple Pencil. Look for that new hardware around the end of March or in April, as that's when the accompanying iPadOS 17.4 software should be ready to go.
The following iPad-related announcements are expected in the March-April window:
Gurman previously ruled out an Apple Event for the new iPads. Instead, the devices will likely be announced in a press release on the Apple Newsroom website, like the 13-inch and 15-inch MacBook Air models with the M3 chip were last week.
Apple CEO Tim Cook today appeared in Porsche's video announcement for the Taycan Turbo GT electric performance car.
The Porsche Taycan Turbo GT is the most powerful production car the brand has ever made. During its premiere video, Porsche briefly showed off its custom race engineer cockpit app for the Vision Pro that allows a spectator to view laps from the perspective of the driver accompanied by key statistics and a track map in 3D space.
Speaking to Porsche CEO Oliver Blume, Cook congratulated the automaker on the new vehicle and highlighted the potential of the Vision Pro headset to "reimagine track experiences."
Good morning, Oliver. Congratulations to you and the Porsche team on the new record you've set with this incredible new vehicle. It's these kinds of extraordinary milestones that show the world what can happen when a team of incredibly dedicated people come together to break new ground on a big idea. Porsche has always been known for excellence and we're proud to see a number of our products play a role in what you do and it's so great to see Apple Vision Pro helping reimagine track experiences.
I believe deeply that spatial computing has the potential to revolutionize virtually every industry and you're showing one of the many ways Apple Vision Pro is going to make the impossible possible.
Apple's AirPods Pro 2 with USB-C/MagSafe Charging Case are on sale for $189.99 today on Amazon, down from $249.00. This is a match of the all-time low price on the AirPods Pro 2, and free delivery is available as soon as this Wednesday, March 13.
Note: MacRumors is an affiliate partner with Amazon. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running.
There are a few minor changes to the AirPods Pro 2 besides the addition of USB-C, including additional dust resistance and support for lossless audio with the Vision Pro headset.
In terms of AirPods discounts on Amazon, the only other notable sale is on the AirPods 2 at $99.00, down from $129.00, which is a second-best price on the earbuds. Be sure to visit our full Deals Roundup to shop for even more Apple-related products and accessories.
The debate over whether 8GB of RAM is sufficient for a Mac has long been a topic of contention. The controversy goes back to at least 2012, when Apple launched the first MacBook Pro with Retina display, which started with 8GB of RAM. Apple still offers 8GB as the base configuration for its 14-inch MacBook Pro, not to mention its M3 iMac and the latest MacBook Air models. Coupled with the significant cost of upgrading to higher memory options, Apple's decision has once again sparked discussions about the adequacy and value of this configuration.
Of course, Macs have changed a lot over the last decade. For one, Apple no longer relies on Intel processors to power its machines, having developed its own Apple silicon, which is faster and more power efficient. This is because Apple's custom chips use "system-on-a-chip" (SoC) architecture, which integrates several processing cores (CPUs), graphics cores (GPUs), cache memory, and several other components within a single physical package.
Apple's M-series of chips also use something called "unified memory," which sits alongside the SoC. Apple's adoption of this high-bandwidth, low-latency memory means the main chip avoids having to communicate data between different memory locations, and it makes the memory pool available for both the CPU and GPU, allowing it to be allocated dynamically depending on the task at hand.
While the overall result of this integrated SoC architecture is better performance and efficiency, the downside is that Apple's unified memory is fixed at the point of purchase and cannot be upgraded at a later date.
Opting for more unified memory is not cheap either. For instance, going from the base 8GB of unified memory to 16GB or 24GB costs an extra $200 and $400, respectively. Therefore, it's important when buying a new Mac that you choose the right amount for your individual needs. User opinions on this topic are diverse, with some finding 8GB adequate and others feeling constrained. Ultimately, it comes down to what you want to do on your Mac. Here are the main factors to keep in mind.
8GB or More RAM?
Daily Tasks and Light Usage: For basic tasks like web browsing, document editing, and media consumption, 8GB of RAM generally suffices. Modern Macs use features like memory compression and intelligent allocation, which help macOS run smoothly even during multitasking.
Professional and Creative Workloads: For more intensive tasks such as video editing, 3D modeling, or software development, 8GB may be limiting, and can cause slower performance and reduced efficiency, as independent tests have shown. This is especially true if you work on advanced projects that require enormous files and content libraries.
Wrapping Up
Ultimately, when buying a Mac, opting for 8GB of unified memory is a cost-effective option if you have light usage requirements, and it offers adequate performance for everyday tasks. However, if you intend to use more demanding applications, it may be worth paying the extra for more memory. This will reduce the risk of the memory acting as a system bottleneck, and allow the Apple silicon in your Mac to perform at its maximum potential.
Starting at $1,599, Apple's 14-inch M3 MacBook Pro comes with 8GB of unified memory, and choosing 16GB or 24GB costs an extra $200 and $400, respectively. However, it's worth noting that after factoring in the extra $200 for 16GB, an M3 Pro model with 18GB and several other extra features is only $200 more at $1,999.
Of course, if your main concern is affordability and/or portability, it may be worth considering a MacBook Air instead. Starting at $1,099, the new 13-inch MacBook Air with M3 chip has a 16GB configuration option for $200 extra, totaling $1,299. If you're looking for a bigger display, the 15-inch MacBook Air starts at $1,299, with the 16GB option taking the price up to $1,499.
Bear in mind that the M3 version of the MacBook Pro has a HDMI 2.1 port and SDXC card slot, while the MacBook Air models do not. The entry-level MacBook Pro also offers 22 hours of battery on a single charge, compared to 18 hours on the M3 MacBook Air. In addition, the M3 MacBook Air models have an LCD display, whereas the M3 MacBook Pro uses a superior mini-LED display.
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