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Apple event full video: Watch replay of 2023 'Wonderlust' event announcing new iPhone 15

Apple unveiled its latest products and updates Tuesday during it's annual keynote presentation, called "Wonderlust," as it continues turning product announcements into must-watch events.

The event was held on Apple’s campus at the Steve Jobs Theater in Cupertino, California. The event started at 1 p.m. ET, or 10 a.m. PT on the West Coast.

The new iPhone 15, Apple Watch, AirPods, iOS 17 update and USB-C charging ports were announced. You can read more about all of the new products and features here .

You can watch a full replay of the "Wonderlust" event at the embed at the top of the page or on Apple's YouTube channel.

Apple event 2023: Updates on new iPhone 15, iOS 17, USB-C charger, more

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Apple Introduced the iPhone X With Face ID Five Years Ago Today

Today marks the fifth anniversary of Apple introducing the iPhone X during its first-ever media event at Steve Jobs Theater.

"For more than a decade, our intention has been to create an iPhone that is all display," said Apple's former design chief Jony Ive, in a September 2017 press release . "The iPhone X is the realization of that vision."

"iPhone X is the future of the smartphone," added Apple's former marketing chief Phil Schiller.

Apple CEO Tim Cook teased the introduction of the iPhone X as "one more thing" before Schiller took the stage to discuss the device's new features.

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• Preparation , Props

A lesson from Apple's launch of the iPhone X

Mannerofspeaking.

• September 16, 2017

The iPhone X (pronounced “iPhone 10”) was touted as the next leap forward in smartphones. It is the first smartphone from Apple to feature a full-screen display, it has “Super Retina” resolution, wireless charging and more. Apple revealed it to the world on 12 September 2017 at a special event at the Steve Jobs Theatre.

One of these new features is Apple’s face recognition technology. Gone is the digital fingerprint that has allowed iPhone users to open their phones in recent years. Now, with the iPhone X, you hold your phone up and look at it. The iPhone recognizes your face and then opens.

Except when it doesn’t.

This is what happened when Craig Federighi, Apple’s Senior Vice President of Software Engineering, tried to demonstrate the new feature.

Ouch! Another awkward presentation moment for the history books. So, what happened? Is Apple’s face recognition technology a massive fail? I doubt it. In fact, Apple has offered an explanation.

Prior to the demonstration, different people had been handling the phone that Federighi first tried to open. What nobody realized was that phone was trying to recognize the faces of those people. Because none of those people had Federighi’s face, the phone did not open. However, it was registering several unsuccessful attempts to log in. After a certain number, the device blocked face recognition—as intended—and required a passcode to open.

I find this explanation plausible. I have an iPhone 6s that has digital fingerprint recognition. If I press the home button several times with a finger other than the one registered with my phone, it locks and requires me to enter the passcode. It’s a good safety feature.

So Federighi’s iPhone X worked the way it was supposed to. But it didn’t look like it at the time.  Instead, it was an uncomfortable 15 seconds that required Federighi to switch to a backup. Fifteen seconds out of a two-hour event and yet those 15 seconds have generated a lot of discussion in the press and on social media.

Those 15 seconds have raised doubts in the minds of some people as to the robustness of the technology. Those 15 seconds even resulted in a plunge in the price of Apple stock, although the drop was short-lived and quickly reversed.

In an earlier post entitled  Ten Tips for Using Props in a Presentation , I offered some ideas on how to make sure things run smoothly when you use props. One of the tips was as follows:

Make sure the prop works. The more complicated the prop, the greater the chance that something can go wrong. Test it, test it and then test it again beforehand. This is especially important if the prop forms a key part of the presentation; for example, if it is an invention that you are revealing to the public.

For the iPhone X demonstration, Apple should have known that the phone would lock if different people had been handling it. The last person to handle the phone before the demonstration should have been Federighi himself. He should have opened it a couple of times using face recognition to make sure that it was ready to go.

To his credit, Federighi did have a backup plan—which I also discuss in my earlier post—a second iPhone X.  Even so, it would have been preferable had Federighi had the presence of mind to explain Apple’s lockout feature, enter the passcode, close the phone and open it again with face recognition. To be fair, he would have had to do all these mental gymnastics quickly and in the heat of the moment and with the eyes of the world upon him.

Nonetheless, the incident was a valuable reminder of the importance of preparation and how, even then, mistakes will happen.

Even Steve Jobs had days like this .

Like this article?

It is also plausible that this was intended. These people are intelligent. “Let’s do a classical fuck up, it worked for Steve too several times.” The result is the same as then: everybody is talking about the iPhone X. It might it be a clever scam. Or not?

Thanks for the comment, Erik.

It’s an interesting theory and for sure there have been events where people have planned “mistakes”, but if I had to bet money, I would say that this was real. First, it looked real enough; second, I think that the feature (face recognition) was too important for Apple to mess with; and third, Craig Federighi is not Steve Jobs.

So I don’t think it was a scam, although everybody certainly is talking about it! Cheers!

I watched the entire presentation. I’ll admit that I didn’t give this a second thought till reading your thoughtful and analytical article. Thanks for pointing out.

I was soaking in the magic and inexorable march of engineering, and the world class quality of the theatre/presentation etc.. Best presentation practice after best presentation practice (technical content) on splendid display. 100% agree that relentless practice and testing has to be the norm; specially for events of this magnitude. I can’t imagine that they did not practice or test adequately. This also serves (me at least) as a reminder that it is not likely that one can cover all scenarios. Sooner or later there will be a tech glitch. It’s a safe bet. So prepare for the glitch as well. Sort of like improv training. Follow some good guidelines and rules.

On Thursday I gave a talk to an engineering / quality audience & faced 2 technical glitches. Both tech/audio related. The AV person was missing. First the mic began echoing unacceptably, and then the video sound speaker did not work. I’ve developed a few laugh lines that I use in such situations.

This time I used a variant of (Lord of the Rings / Aragorn at the Black Gate) this famous line: A day may come when the courage of men fail … but it is not this day)

I joyfully observed that “A day may come when technology does not test me … but it is not this day.” Got enough of a laugh and goodwill till I fixed the problems.

My insurance policy against tech challenges.

Hope it helps.

Rashid, thanks for the comment. You are right, sooner or later there will be a glitch (tech or otherwise) if you speak often enough. Sticking with Apple for a moment, a couple of years ago I read Walter Isaacson’s brilliant biography of Steve Jobs. Whenever there was a description of a big presentation that Jobs did, I would put the book down, find the presentation on YouTube and watch it, then resume the book to learn the backstory. An interesting way to go through the book but I highly recommend it for those keen on public speaking. I remember that for one of the events, Jobs was furious because the black curtain at the back of the stage just wasn’t black enough!

Congratulations on your talk and your brilliant line adapted from Lord of the Rings . I might just have to steal that one day!

Finally, I have been doing improv here in Geneva for several years. Our group is called the Renegade Saints. We perform once a month in Geneva from September to May. We also offer classes and corporate workshops. Improv has brought a whole new dimension to my speaking as it allows me to be truly in the moment and better equipped to react to the unexpected.

Thanks again!

Thank you John.

I’ve read (studied actually) Isaacson’s book on Steve Jobs and have been following all Apple presentations for a long time. They have transformed product launches and technical content presentation to a theatrical experience. Starting from Steve Jobs 1984 Macintosh launch. The perfection story I remember from the book is about the lighting with the iMac launch not being perfect :).

You’re most welcome use the “insurance policy” line I occasionally use. It’s certainly not stealing. Just some banter & humor.

I know about your improv passion/work. I’ve been following you for a while now. Do I recall right? … your TI Convention breakout/workshop was about improv too?

We have some common interests and common hungers and I admire your clear-thinking analysis. GOOD LUCK. I hope our paths cross some day.

Thank you, Rashid. Yes, you remember correctly. I did a big talk at the TMI Convention in Washington last year. It was a lot of fun and well received. And yes, I look forward to the day when we meet in person. Exchanging messages on the Internet is nice, but nothing can replace face-to-face interaction.

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Testimonials

John delivered a keynote address about the importance of public speaking to 80 senior members of Gore’s Medical Device Europe team at an important sales event. He was informative, engaging and inspirational. Everyone was motivated to improve their public speaking skills. Following his keynote, John has led public speaking workshops for Gore in Barcelona and Munich. He is an outstanding speaker who thinks carefully about the needs of his audience well before he steps on stage.

Karsta Goetze

TA Leader, Gore and Associates

I first got in touch with John while preparing to speak at TED Global about my work on ProtonMail. John helped me to sharpen the presentation and get on point faster, making the talk more focused and impactful. My speech was very well received, has since reached almost 1.8 million people and was successful in explaining a complex subject (email encryption) to a general audience.

CEO, Proton Technologies

John gave the opening keynote on the second day of our unit’s recent offsite in Geneva, addressing an audience of 100+ attendees with a wealth of tips and techniques to deliver powerful, memorable presentations. I applied some of these techniques the very next week in an internal presentation, and I’ve been asked to give that presentation again to senior management, which has NEVER happened before. John is one of the greatest speakers I know and I can recommend his services without reservation.

David Lindelöf

Senior Data Scientist, Expedia Group

After a morning of team building activities using improvisation as the conduit, John came on stage to close the staff event which was organised in Chamonix, France. His energy and presence were immediately felt by all the members of staff. The work put into the preparation of his speech was evident and by sharing some his own stories, he was able to conduct a closing inspirational speech which was relevant, powerful and impactful for all at IRU. The whole team left feeling engaged and motivated to tackle the 2019 objectives ahead. Thank you, John.

Umberto de Pretto

Secretary General, World Road Transport Organization

I was expecting a few speaking tips and tricks and a few fun exercises, but you went above and beyond – and sideways. You taught me to stand tall. You taught me to anchor myself. You taught me to breathe. You taught me to open up. You taught me to look people in the eye. You taught me to tell the truth. You taught me to walk a mile in someone else’s shoes. I got more than I bargained for in the best possible way.

Thuy Khoc-Bilon

World Cancer Day Campaign Manager, Union for International Cancer Control

John gave a brilliant presentation on public speaking during the UN EMERGE programme in Geneva (a two days workshop on leadership development for a group of female staff members working in the UN organizations in Geneva). His talk was inspirational and practical, thanks to the many techniques and tips he shared with the audience. His teaching can dramatically change our public speaking performance and enable us as presenters to have a real and powerful impact. Thank you, John, for your great contribution!

HR Specialist, World Health Organization

John is a genuine communication innovator. His seminars on gamification of public speaking learning and his interactive Rhetoric game at our conference set the tone for change and improvement in our organisation. The quality of his input, the impact he made with his audience and his effortlessly engaging style made it easy to get on board with his core messages and won over some delegates who were extremely skeptical as to the efficacy of games for learning. I simply cannot recommend him highly enough.

Thomas Scott

National Education Director, Association of Speakers Clubs UK

John joined our Global Sales Meeting in Segovia, Spain and we all participated in his "Improv(e) your Work!" session. I say “all” because it really was all interactive, participatory, learning and enjoyable. The session surprised everybody and was a fresh-air activity that brought a lot of self-reflection and insights to improve trust and confidence in each other inside our team. It´s all about communication and a good manner of speaking!"

General Manager Europe, Hayward Industries

Thank you very much for the excellent presentation skills session. The feedback I received was very positive. Everyone enjoyed the good mix of listening to your speech, co-developing a concrete take-away and the personal learning experience. We all feel more devoted to the task ahead, more able to succeed and an elevated team spirit. Delivering this in a short time, both in session and in preparation, is outstanding!

Henning Dehler

CFO European Dairy Supply Chain & Operations, Danone

Thanks to John’s excellent workshop, I have learned many important tips and techniques to become an effective public speaker. John is a fantastic speaker and teacher, with extensive knowledge of the field. His workshop was a great experience and has proven extremely useful for me in my professional and personal life.

Eric Thuillard

Senior Sales Manager, Sunrise Communications

John’s presentation skills training was a terrific investment of my time. I increased my skills in this important area and feel more comfortable when speaking to an audience. John provided the right mix between theory and practice.

Diego Brait

Director of the Jura Region, BKW Energie AG

Be BOLD. Those two words got stuck in my head and in the heads of all those ADP leaders and associates that had the privilege to see John on stage. He was our keynote speaker at our annual convention in Barcelona, and his message still remains! John puts his heart in every word. Few speakers are so credible, humble and yet super strong with large audiences!

Guadalupe Garcia

Senior Director and Talent Partner, ADP International

Apple Events

Apple event.

Introducing the unbelievably thin and portable iPad Pro with Apple M4 chip, the redesigned iPad Air in two sizes, and the all-new Apple Pencil Pro.

Video replay of today’s event will be available shortly.

Watch the event Watch our ASL recap

Here’s what we announced.

It’s the thinnest Apple product yet — and more powerful than ever. Incredibly portable in a stunning new design. Ultra Retina XDR, the world’s most advanced display. Outrageous performance and game-changing graphics with the Apple M4 chip. And all-day battery life.

Now available in an 11-inch and all-new 13-inch model with stunning Liquid Retina display. Supercharged performance with the Apple M2 chip. New landscape front camera and all-day battery life.

Apple Pencil Pro

Engineered for limitless creativity to bring ideas to life like never before. Intuitive and precise control with advanced features like squeeze, barrel roll, and haptic feedback. And now with Find My for easy location in the Find My app.

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Apple event october 30, 2023.

Introducing the new MacBook Pro 14” and 16” and the new iMac. Now supercharged by the M3 family of chips.

Apple Event September 12, 2023

Introducing iPhone 15 Pro, iPhone 15, Apple Watch Series 9, Apple Watch Ultra 2, and a major step toward making all our products carbon neutral by 2030.

WWDC June 5, 2023

Introducing Apple Vision Pro, the new 15‑inch MacBook Air with M2, Mac Studio with M2 Max and M2 Ultra, Mac Pro with M2 Ultra, and previews of iOS 17, iPadOS 17, macOS Sonoma, and watchOS 10.

Apple Event September 7, 2022

Introducing an all-new iPhone lineup, rebuilt AirPods Pro, three new Apple Watch models, and an exciting update to Apple Fitness+.

WWDC June 6, 2022

Introducing the new MacBook Air, 13‑inch MacBook Pro, iOS 16, iPadOS 16, macOS Ventura, and watchOS 9.

Apple Event March 8, 2022

Introducing the all-new Mac Studio and Studio Display, new iPad Air, new iPhone SE, and iPhone 13 and iPhone 13 Pro in two new shades of green.

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How Apple 'tuned' the iPhone X for Augmented Reality

With a simple software update, iOS 11 will enable a universe of Augmented Reality experiences on millions of iPhones. That's going to add up to a lot of very cool experiences very quickly, but are all of those experiences going to be the same? During the iPhone X presentation, Apple's Phil Schiller said this future-forward iPhone was "specially tuned" to deliver the best Augmented Reality experiences. What does that mean, and how different will Augmented Reality be on this new iPhone?

Here are a few important details that will help you understand what is going on here.

The camera placement matters a lot

The dual-camera set up on previous iPhones has been horizontal, and that makes sense when a lot of the things you're going to be doing with those cameras happen while the phone is in "portrait" orientation. On the iPhone X, these cameras have moved to a vertical strip with the flash in between the sensors instead of off to the side. This may seem like a small detail, but the unique positioning of the camera on the iPhone X has a lot to do with Augmented Reality and how well ARKit apps will perform. Most ARKit apps are going to be used while the phone is in "landscape" orientation, and these cameras are positioned to take advantage of this.

By having the cameras horizontally aligned in the landscape orientation, but also spaced a little further apart, Apple can use these cameras more effectively as depth sensing tools. Better depth sensing means better spatial awareness, which in turn means more accurate measurements of the surfaces being used to place Augmented Reality objects.

The difference in camera placement is going to be a subtle thing when the iPhone X is first launched, but Apple will continue to improve this experience over time. The more information Apple has from developers on how to improve ARKit, the more this camera array will stand out when compared to how well the other iPhones handle ARKit apps.

New gyroscope and accelerometer

This little detail in Phil Schiller's part of the iPhone X presentation was quickly presented without a lot of explanation or detail, but it's a hugely important detail for Augmented Reality and contributes a lot to what it means to be "tuned" for ARKit.

these new sensors are going to be even more precise than the excellent sensors already in the iPhone 7 and iPhone 8.

ARKit works by placing an object on a surface and allowing you to move around it as though that virtual object was really there in the real world. A big part of making that experience feel real is making sure the phone never "loses" the position of that object. To ensure this all feels like magic, the gyroscope and accelerometers are used to determine how you have moved in relation to that virtual object. If you move closer to see more detail or walk around the object, quality motion tracking will make sure it feels like that thing is really there.

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Apple clearly felt it was important to upgrade the accelerometer and gyroscope in the iPhone X, which likely means these new sensors are going to be even more precise than the excellent sensors already in the iPhone 7 and iPhone 8. That accuracy bump, however subtle it may seem when comparing these phones, is likely to have long-term benefits we're not able to see yet.

The OLED display pulls it all together

Apple is tremendously proud of its display quality, and for good reason. The switch to OLED for Apple has been a long time coming, and it looks like this display in particular is set to really wow folks. The use of HDR and True Tone on the iPhone X display means it will truly look like you are peering through a window into an alternate world when using ARKit, basically anywhere. OLED displays are capable of spectacular brightness outdoors, and that is going to make a big difference in places where the LCD-based iPhone displays might not perform quite as well with AR.

More than just the ability to enjoy the phone better outdoors, this nearly bezel-free design is going to make the phone a lot of fun to use for AR apps. You still have to hold the phone up to your face, so you've never going to really feel like the phone is gone , but phone designs like this make immersion a lot easier to accomplish.

Get excited for Augmented Reality on the iPhone X

Neither of these individual features are going to make a massive change in how you use this phone or the ARKit apps contained within, but together these features are going to make a difference. The display and the sensors and the cameras are all going to come together to create an AR experience that can't be achieved anywhere else, including other iPhones.

Being "tuned" for Augmented Reality makes it clear from the beginning that this is the phone Apple has in mind when building Augmented Reality features. That means, more than anything else, if you care about AR as a feature on your phone this is going to be the iPhone you want in your pocket.

○ The great Virtual Reality buyer's guide ○ VR on the Mac: Hands on ○ When can I get VR on my Mac? ○ Apple's VR Dev Kit eGPU enclosure: The Ultimate Guide ○ Best VR Apps for iPhone

Russell is a Contributing Editor at iMore. He's a passionate futurist whose trusty iPad mini is never far from reach. You can usually find him chasing the next tech trend, much to the pain of his wallet. Reach out on Twitter!

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Bloomberg: Apple finalizing deal with OpenAI to bring ChatGPT features to iOS 18

Apple is finalizing an agreement with OpenAI to bring some of its technology to the iPhone this year, according to a new report from Bloomberg . With this deal, the report explains that Apple will be able to offer “a popular chatbot” powered by ChatGPT as part of its AI-focused features in iOS 18.

While Apple is also still in talks with Google about an AI partnership, tonight’s report says Apple has “closed in on an agreement with OpenAI.”

“An OpenAI accord would let Apple offer a popular chatbot as part of a flurry of new AI features that it’s planning to announce next month,” the report explains. More specific details about how these features and integrations might work remain unclear for now.

From Mark Gurman at Bloomberg :

The two sides have been finalizing terms for a pact to use ChatGPT features in Apple’s iOS 18, the next iPhone operating system, said the people, who asked not to be identified because the situation is private. Apple also has held talks with Alphabet Inc.’s Google about licensing that company’s Gemini chatbot. Those discussions haven’t led to an agreement, but are ongoing.

The report cautions that there’s still “no guarantee” that a deal between Apple and OpenAI “will be announced imminently.”

A report on Thursday emphasized that iOS 18’s AI features will be powered (in part) by Apple data centers with Apple Silicon processors. The majority of iOS 18’s AI features, however, will be powered entirely on-device , allowing Apple to tout privacy and speed benefits.

Apple is slated to announce iOS 18 and its new AI features at WWDC, which kicks off with a special event on June 10.

OpenAI is set to make its own, separate announcement during an event on Monday. The Information has reported that one feature in development at OpenAI is an AI voice assistant to compete with Siri and Google Assistant.

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New apple exclusive exposes expensive iphone.

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An attendee takes a selfie with Apple CEO Tim Cook during 2023's iPhone launch event (Photo by ... [+] Justin Sullivan/Getty Images)

Apple is preparing a new design for the iPhone that will offer the slimmest profile yet, as well as one of the most expensive iPhones to date. You’ll just have to wait until next year to buy it.

Wayne Ma and Qianer Liu at The Information have details on the presumptively titled iPhone 17 Slim. This would be the first major design change in the iPhone since 2017’s iPhone X removed the home button, introduced FaceID and switched to an OLED display.

Given that the iPhone Plus is the lowest-selling of the current models, the suggestion that the iPhone Slim will replace it makes sense. However, it’s unlikely that the iPhone Slim will directly replace the iPhone Plus in the portfolio; given the premium nature of the design, the iPhone Slim could go straight in at the very top of the pile with an expensive price tag to match.

Multiple iterations of the slim design are under consideration. This is not unusual; with the introduction of a new Capture Button on this year’s iPhone 16 family, several prototypes were leaked over the winter months before one version was decided on, and details were passed to peripheral manufacturers to start work on the various cases and accessories demanded by consumers.

Whichever design is chosen, it is set to follow the recently announced iPad Pro by offering the slimmest experience possible for those willing to buy the new design. However, I would expect Apple’s marketing team to come up with a different promotional angle to the iPad Pro’s “Crush” advert which received negative feedback due to the destructive nature of the message .

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Apart from the price, the other twist is the release date. This won’t be an iPhone 16 launched in September this year. Instead, Tim Cook and his team will bring this to market in 2025 as part of the iPhone 17 family. If that’s the case, then the new design cue could echo throughout the line-up of handsets, even if they aren’t as slim as this fashionable flagship.

Now read more about Apple’s iPhone AI plans and why Google may lie at the heart of the new technology...

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Apple Will Revamp Siri to Catch Up to Its Chatbot Competitors

Apple plans to announce that it will bring generative A.I. to iPhones after the company’s most significant reorganization in a decade.

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By Tripp Mickle ,  Brian X. Chen and Cade Metz

Tripp Mickle, Brian X. Chen and Cade Metz have been reporting on Apple’s plans for generative A.I. for this article since the fall of 2023.

Apple’s top software executives decided early last year that Siri, the company’s virtual assistant, needed a brain transplant.

The decision came after the executives Craig Federighi and John Giannandrea spent weeks testing OpenAI’s new chatbot, ChatGPT . The product’s use of generative artificial intelligence , which can write poetry, create computer code and answer complex questions, made Siri look antiquated, said two people familiar with the company’s work, who didn’t have permission to speak publicly.

Introduced in 2011 as the original virtual assistant in every iPhone, Siri had been limited for years to individual requests and had never been able to follow a conversation. It often misunderstood questions. ChatGPT, on the other hand, knew that if someone asked for the weather in San Francisco and then said, “What about New York?” that user wanted another forecast.

The realization that new technology had leapfrogged Siri set in motion the tech giant’s most significant reorganization in more than a decade. Determined to catch up in the tech industry’s A.I. race, Apple has made generative A.I. a tent pole project — the company’s special, internal label that it uses to organize employees around once-in-a-decade initiatives.

Apple is expected to show off its A.I. work at its annual developers conference on June 10 when it releases an improved Siri that is more conversational and versatile, according to three people familiar with the company’s work, who didn’t have permission to speak publicly. Siri’s underlying technology will include a new generative A.I. system that will allow it to chat rather than respond to questions one at a time.

The update to Siri is at the forefront of a broader effort to embrace generative A.I. across Apple’s business. The company is also increasing the memory in this year’s iPhones to support its new Siri capabilities. And it has discussed licensing complementary A.I. models that power chatbots from several companies, including Google, Cohere and OpenAI.

An Apple spokeswoman declined to comment.

Apple executives worry that new A.I. technology threatens the company’s dominance of the global smartphone market because it has the potential to become the primary operating system, displacing the iPhone’s iOS software, said two people familiar with the thinking of Apple’s leadership, who didn’t have permission to speak publicly. This new technology could also create an ecosystem of A.I. apps, known as agents, that can order Ubers or make calendar appointments, undermining Apple’s App Store, which generates about $24 billion in annual sales.

Apple also fears that if it fails to develop its own A.I. system, the iPhone could become a “dumb brick” compared with other technology. While it is unclear how many people regularly use Siri, the iPhone currently takes 85 percent of global smartphone profits and generates more than $200 billion in sales.

That sense of urgency contributed to Apple’s decision to cancel its other big bet — a $10 billion project to develop a self-driving car — and reassign hundreds of engineers to work on A.I.

Apple has also explored creating servers that are powered by its iPhone and Mac processors, two of these people said. Doing so could help Apple save money and create consistency between the tools used for processes in the cloud and on its devices.

Rather than compete directly with ChatGPT by releasing a chatbot that does things like write poetry, the three people familiar with its work said, Apple has focused on making Siri better at handling tasks that it already does, including setting timers, creating calendar appointments and adding items to a grocery list. It also would be able to summarize text messages.

Apple plans to bill the improved Siri as more private than rival A.I. services because it will process requests on iPhones rather than remotely in data centers. The strategy will also save money. OpenAI spends about 12 cents for about 1,000 words that ChatGPT generates because of cloud computing costs.

(The New York Times sued OpenAI and its partner, Microsoft, in December for copyright infringement of news content related to A.I. systems.)

But Apple faces risks by relying on a smaller A.I. system housed on iPhones rather than a larger one stored in a data center. Research has found that smaller A.I. systems could be more likely to make errors, known as hallucinations, than larger ones.

“It’s always been the Siri vision to have a conversational interface that understands language and context, but it’s a hard problem,” said Tom Gruber, a co-founder of Siri who worked at Apple until 2018. “Now that the technology has changed, it should be possible to do a much better job of that. So long as it’s not a one-size-fits-all effort to answer anything, then they should be able to avoid trouble.”

Apple has several advantages in the A.I. race, including more than two billion devices in use around the world where it can distribute A.I. products. It also has a leading semiconductor team that has been making sophisticated chips capable of powering A.I. tasks like facial recognition.

But for the past decade, Apple has struggled to develop a comprehensive A.I. strategy, and Siri has not had major improvements since its introduction. The assistant’s struggles blunted the appeal of the company’s HomePod smart speaker because it couldn’t consistently perform simple tasks like fulfilling a song request.

The Siri team has failed to get the kind of attention and resources that went to other groups inside Apple, said John Burkey, who worked on Siri for two years before founding a generative A.I. platform, Brighten.ai. The company’s divisions, such as software and hardware, operate independently of one another and share limited information. But A.I. needs to be threaded through products to succeed.

“It’s not in Apple’s DNA,” Mr. Burkey said. “It’s a blind spot.”

Apple has also struggled to recruit and retain leading A.I. researchers. Over the years, it has acquired A.I. companies led by leaders in the field, but they all left after a few years.

The reasons for their departures vary, but one factor is Apple’s secrecy. The company publishes fewer papers on its A.I. work than Google, Meta and Microsoft, and it doesn’t participate in conferences in the same way that its rivals do.

“Research scientists say: ‘What are my other options? Can I go back into academia? Can I go to a research institute, some place where I can work a bit more in the open?’” said Ruslan Salakhutdinov, a leading A.I. researcher, who left Apple in 2020 to return to Carnegie Mellon University.

In recent months, Apple has increased the number of A.I. papers it has published. But prominent A.I. researchers have questioned the value of the papers, saying they are more about creating the impression of meaningful work than providing examples of what Apple may bring to market.

Tsu-Jui Fu, an Apple intern and A.I. doctoral student at the University of California, Santa Barbara, wrote one of Apple’s recent A.I. papers . He spent last summer developing a system for editing photos with written commands rather than Photoshop tools. He said that Apple supported the project by providing him with the necessary G.P.U.s to train the system, but that he had no interaction with the A.I. team working on Apple products.

Though he said he had interviewed for full-time jobs at Adobe and Nvidia, he plans to return to Apple after he graduates because he thinks he can make a bigger difference there.

“A.I. product and research is emerging in Apple, but most companies are very mature,” Mr. Fu said in an interview with The Times. “At Apple, I can have more room to lead a project instead of just being a member of a team doing something.”

Tell us how your law firm is using A.I.

We’d like to hear from lawyers working with generative A.I., including contract lawyers who have been brought on for assignments related to A.I. We won’t publish your name or any part of your submission without contacting you first.

Tripp Mickle reports on Apple and Silicon Valley for The Times and is based in San Francisco. His focus on Apple includes product launches, manufacturing issues and political challenges. He also writes about trends across the tech industry, including layoffs, generative A.I. and robot taxis. More about Tripp Mickle

Brian X. Chen is the lead consumer technology writer for The Times. He reviews products and writes Tech Fix , a column about the social implications of the tech we use. More about Brian X. Chen

Cade Metz writes about artificial intelligence, driverless cars, robotics, virtual reality and other emerging areas of technology. More about Cade Metz

Explore Our Coverage of Artificial Intelligence

News  and Analysis

Ilya Sutskever, the OpenAI co-founder and chief scientist who in November joined three other board members to force out Sam Altman before saying he regretted the move, is leaving the company .

OpenAI has unveiled a new version of its ChatGPT chatbot  that can receive and respond to voice commands, images and videos.

A bipartisan group of senators released a long-awaited legislative plan for A.I. , calling for billions in funding to propel U.S. leadership in the technology while offering few details on regulations.

The Age of A.I.

D’Youville University in Buffalo had an A.I. robot speak at its commencement . Not everyone was happy about it.

A new program, backed by Cornell Tech, M.I.T. and U.C.L.A., helps prepare lower-income, Latina and Black female computing majors  for A.I. careers.

Publishers have long worried that A.I.-generated answers on Google would drive readers away from their sites. They’re about to find out if those fears are warranted, our tech columnist writes .

A new category of apps promises to relieve parents of drudgery, with an assist from A.I.  But a family’s grunt work is more human, and valuable, than it seems.

To revisit this article, visit My Profile, then View saved stories .

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By Carlton Reid

The End of ‘iPhone’

Last week's launch of more powerful iPads shows that, for now—and for this line of products at least—Apple is sticking with its long-in-the-tooth “i” prefix. But how much time remains for this dotted relic of the Steve Jobs era, a lower-case vestigial tail with little modern relevance?

Not much time at all, according to brand experts, and also Ken Segall : the creative who, 26 years ago, named the first i-prefixed Apple product.

It was Segall who persuaded Jobs in 1998 to use “ iMac ” as a new computer name instead of the internally-developed and rather dreadful moniker MacMan. (Thank Segall that there was never such a thing as the ManPhone.)

The iMac—a then radical and lust-worthy machine devised as a ready-out-of-the-box gateway to the internet when other computers were challenging to take online—birthed a long line of Apple “i” products, from the defunct iBook (a curvy, candy-colored laptop derided in the ’90s as “Barbie’s toilet seat”) through to Apple’s still-current data storage platform, iCloud .

Segall, then a copywriter for advertising agency TBWA\Chiat\Day, remains intensely proud of his 12 years of word-wrangling for Jobs; the 74-year-old has written two best-selling books on his time working on Apple's advertising account. And, via a career on the speaking circuit, he has benefited financially from his intimate association with Apple's little prefix, which initially merely meant a device was internet-ready.

“I'm milking this thing as long as I can,” he jokes, speaking from his Los Angeles home. “That I came up with the 'i' in the original iMac makes people interested in what I say.” Interestingly, however, Segall wants to kill his branding baby. He doesn't think Apple should keep the prefix.

“The 'i' needs to go,” he says. “It's now meaningless. Sure, [Jobs] built [Apple] around it, but remember, the 'i' has always been a sub-brand. There might be marketing experts who say Apple would be crazy to drop the prefix—it's still in front of some of the greatest brands ever—but it can't be protected, and for too long there have been companies with 'i' internet-connected things, and that's an issue for Apple, known for innovation.”

Apple iPhone Phone

Ashwinn Krishnaswamy, a partner at the New-York–based branding agency Forge Coop , agrees: “Connectivity is ubiquitous today. There's less of this notion of online versus offline, so it makes little sense to append an 'i' to products. It's overused, it's dated.”

Reece Rogers

Max Freeman-Mills

Julian Chokkattu

Scott Gilbertson

Drop iPhone as a name? Apple “could call it virtually anything, and we're still going to buy it,” Krishnaswamy says. “If [Apple] said there will be no more iPhones—here's the Apple Phone—we'll start calling it the Apple Phone. Apple has such massive distribution, brand and product awareness, that dropping the 'i' in iPhone will not harm their sales.”

Anton Perreau, who runs the New York office for the US/UK communications agency Battenhall, which has worked for Google , Amazon , and Netflix , also thinks Apple wouldn't lose any sales by dropping the “i” in the iPhone—but he predicts Apple won't drop the tiny prefix until a future iteration of its hero device has been significantly restyled.

“The iPhone has such a level of fame, such a level of goodwill, I don't see the name changing until Apple introduces a phone that looks nothing like the existing ones. They've spent so much time and money building the brand equity in the iPhone, so the change won't happen until Apple brings out a product that could have even stronger brand equity than iPhone.”

However, Perreau adds that it's clear that Apple has been transitioning away from the “i” for some time.

Steve Jobs launching the iPhone in 2007.

“The ‘i’ branding is a hallmark of the Steve Jobs era,” Perreau says. “The newer names—like the Apple Watch and the Apple Vision Pro—show a strategic evolution. Apple didn't announce they'd dropped the ‘i,’ they just haven't said anything about it. The brand isn't ‘i,’ the brand is Apple.”

Still, the volume of iProducts beyond the iPhone and iPad shows the extent to which Apple has leaned on its snappy designation: iMac, iBook, iPod, iPod Mini, iPod Nano, iPod Shuffle and iPod Touch, iPad Mini, iPad Air—and that's not the end of the list.

A notable exception came in 2007 with Apple TV. Many suspected the company's streaming video platform would be called iTV, or have another “i” variation. One reason it wasn't might be that, in the UK, the national commercial broadcasting network, set up in competition to the BBC in 1955, is called the Independent Television network, or ITV . ITV sells programs and show formats worldwide, with ITV America producing Love Island USA , Hell's Kitchen , Queer Eye , and more.

Indeed, seeing the video streaming revolution fast approaching, the BBC launched its own streamed TV service, also in 2007, called iPlayer , trademarking the name in January that year.

Furthermore, at least at some stage in its development, the Apple Watch seems to have been known as the “iWatch,” as can be inferred from a 2014 ABC News interview with Tim Cook where, instead of lauding the newly announced Apple Watch on his wrist, he casually called it an iWatch.

Apple iWatch Watch

One of the reasons Apple ditched “iWatch” before its unveiling in September 2014 might have less to do with a shift away from the weeny prefix and more to do with likely trademark battles. Tiny US startup OMG Electronics filed for trademark protection on the US Patent and Trademark Office's Trademark Electronic Search System (TESS) for an iWatch in 2012 , two years before Apple announced its wearable.

The reason for OMG's “i”? Its “ultimate mobile device” was launched on crowdfunding platform Indiegogo . It raised just 1 percent of its $90,000 funding goal, attracting only seven backers. There were similar trademark applications on TESS prior to Apple filing its patents for the wearable, some of which called the device an iWatch in several non-US markets . Indeed, Apple attempted to trademark iWatch worldwide, but failed .

The predictability of Apple's nomenclature was apparent and being exploited. Yes, it could have splashed the cash to buy out the prior-claim minnows, but if the long-term plan was to drop the “i,” why bother?

CEO Tim Cook unveiling the Apple Watch in 2014—yet in an ABC News interview, he called it “iWatch.”

If Apple did drop the “i,” it would hardly be the company's most significant makeover. Segall points out that the company is familiar with overhauls, and he believes Apple CEO Tim Cook wouldn't lose any sleep over dropping the Jobs-era prefix. Apple did not respond to a request for comment on this article.

“Apple has done some amazingly bold, rash, risky things in the past,” says Segall. “Every time they changed processors or transformed the OS, experts were like, 'Oh my, seriously? You're gonna rebuild the operating system, or you're going to transition to a whole new hardware platform?' But Apple did it.”

He acknowledges that today's Apple is far bigger than the Jobs-era Apple—with more cash at stake and more jobs on the line—and, therefore, it might be more risk averse. However, it also still wants to be known as an innovator, and sticking with a product name for brand equity reasons alone isn't a very Apple way of doing things.

“ Think Different ,” ran Apple's legendary, Emmy-winning 1997 advertisement, a campaign worked on by Segall. He cowrote the copy for the 60-second TV ad that grouped several pre-Apple geniuses—from Albert Einstein, Thomas Edison, and Martin Luther King Jr. to Mahatma Gandhi, Amelia Earhart, and other “misfits, rebels, and troublemakers”—flagging that the “people who are crazy enough to think they can change the world are the ones that do.”

The campaign was a holding one; Apple had no new products to sell, and as Jobs was fond of telling people at the time and afterward, the company was just 90 days from bankruptcy, with his return to the company that he'd cofounded in 1976 a considerable risk for investors.

MacMan iMac

Mere weeks before launch, the original iMac had no official name.

The Think Different campaign improved Apple's brand awareness, but it took the launch—and mega sales—of the iMac in 1998 to transform the company's profitability. This “Bondi Blue” blob was make or break for Apple, and Jobs made no secret of this fact to his outside advertising agency, TBWA\Chiat\Day.

Initially codenamed C1, the relatively inexpensive, consumer-oriented computer was to be marketed as a machine that could easily connect to the internet—a task now ubiquitous, but a rarity back in the 1990s. The iMac was bright, fun, easy to use, and wildly successful, setting Apple on the way to becoming the behemoth that became the world's richest company in 2011. (Earlier this year, Apple was overtaken by Microsoft as the largest global company by market capitalization.)

Weeks from launch, the original iMac still had no official name. Apple's in-house marketing and product teams toyed with “Rocket Mac,” “EveryMac,” and “Maxter” before favoring “MacMan,” a riff on the Walkman, the influential and top-selling portable audio player manufactured and marketed by Sony since 1979.

“[Jobs] liked that MacMan sounded like Walkman, which was the world's most famous and profitable electronic device at the time,” says Segall.

“He was happy with the association. He gave a speech to the marketing team, saying Sony was such a successful consumer electronics company that Apple might one day want to be like that, and if we get a little rub-off by going with MacMan, he would be fine with that.” That's not very “think different” of Jobs, agrees Segall.

“Looking back, it's perhaps a surprise that [Jobs] was willing to take some rub-off from another brand and name his product in a similar way,” Segall says. “It's contrary to everything people think Steve stood for. But at that time, Apple was near bankruptcy, and all the wheels were spinning in his head about what would help this company-saving new product get attention. He was adamant he wanted MacMan. We said we could do better than that, and he told us to prove it.”

There were stipulations. The new name had to reference the Macintosh brand and make it clear that the machine was designed for the internet. Also, the name, packaging, and ads had to be ready in mere days.

“Now go out there and give me a great name,” Jobs told his team, Segall says. They workshopped five names. Segall's favorite was his wordplay, the iMac.

“iMac referenced the Mac, and the ‘i’ meant internet,” Segall remembers. “But it also meant individual, imaginative, and I, as in me.” And it was short—a plus, but also a leap forward. “At that time, not a single Apple computer had shortened Macintosh to Mac. They were all Macintoshes,”

The first presentation to Jobs for the new name didn't go well, says Segall. “I had five boards put together, and each board had the image of what became the iMac, along with the other names we came up with. They were ringers because I favored iMac.”

But Jobs didn't, tasking the team to go back and work on further names. Segall, however, stuck to his guns, and at the next meeting introduced three new names, but also brought back his favorite.

“The first time [Jobs] saw the word ‘iMac,’ he hated it. The second time it wasn’t love at first sight. He said, ‘I don’t hate it this week, but I still don’t like it.’” Nevertheless the name stuck.

“We knew this was the computer that had to save Apple,” says Segall. “That's how we had been briefed on it before we saw it. When it had been unveiled to our team, our mouths hit the floor. It was very, very bold. I looked at that computer and, like many in the room, doubted it would sell. That proves I'm not a visionary. I am simply a guy who can write good words for a visionary. [Jobs] and Jony Ive thought the iMac was going to change the world. It certainly saved Apple .”

Going further, in the naming presentations, Segall stressed that his “i” prefix could be used for more Apple hardware yet to be developed. “I tried to convince [Jobs] that the 'i' was a foundational element that could be used for other products. Not that there were other consumer products at the time, and certainly no concept of handheld devices.”

Now, Apple without Jobs is a very different company, Segall thinks. “[Jobs] couldn't be replaced by one person. He inflicted his high level of taste upon all parts of Apple, always staying true to core values, including thinking differently. Little by little, that has been chipped away over the years,” he says.

“We’ll never know what [Jobs] would have done had he lived longer. But he wouldn’t have been afraid to scrap the ‘i.’”

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Apple Plans a Thinner iPhone in 2025

Apple is developing a significantly thinner version of the iPhone that could be released as early as 2025, according to three people with direct knowledge of the project.

The slimmer iPhone could be released concurrently with the iPhone 17, expected in September 2025, according to the three people with direct knowledge and two others familiar with the project. It could be priced higher than the iPhone Pro Max, currently Apple’s most expensive model starting at $1,200, they said.

Keynote User Guide for iPhone

• What’s new in Keynote 14.0
• Intro to Keynote
• Intro to images, charts, and other objects
• Create a presentation
• Choose how to navigate your presentation
• Open a presentation
• Save and name a presentation
• Find a presentation
• Print a presentation
• Prevent accidental editing
• Undo or redo changes
• Quick navigation
• Change the working view
• Copy text and objects between apps
• Basic touchscreen gestures
• Create a presentation using VoiceOver
• Add or delete slides
• Reorder slides
• Group or ungroup slides
• Skip or unskip a slide
• Change the slide size
• Change a slide background
• Add a border around a slide
• Show or hide text placeholders
• Show or hide slide numbers
• Apply a slide layout
• Add and edit slide layouts
• Change a theme
• Add an image
• Add an image gallery
• Edit an image
• Add and edit a shape
• Combine or break apart shapes
• Save a shape to the shapes library
• Add and align text inside a shape
• Add 3D objects
• Add lines and arrows
• Add and edit drawings
• Add video and audio
• Record video and audio
• Edit video and audio
• Add live video
• Set the movie and image formats
• Position and align objects
• Use alignment guides
• Place objects inside a text box or shape
• Layer, group, and lock objects
• Change object transparency
• Fill shapes and text boxes with color or an image
• Add a border to an object
• Add a caption or title
• Add a reflection or shadow
• Use object styles
• Resize, rotate, and flip objects
• Add linked objects to make your presentation interactive
• Select text
• Copy and paste text
• Format a presentation for another language
• Use phonetic guides
• Use bidirectional text
• Use vertical text
• Change the look of text
• Use text styles
• Change text capitalization
• Add drop caps
• Make characters superscript or subscript
• Format fractions automatically
• Format dashes and quotation marks
• Format Chinese, Japanese, or Korean text
• Set tab stops
• Format text into columns
• Adjust line spacing
• Format lists
• Add mathematical equations
• Add borders and rules (lines) to separate text
• Add or delete a table
• Select tables, cells, rows, and columns
• Add or remove rows and columns
• Move rows and columns
• Resize rows and columns
• Merge or unmerge cells
• Change the look of table text
• Show, hide, or edit a table title
• Change table gridlines and colors
• Use table styles
• Resize, move, or lock a table
• Add and edit cell content
• Format dates, currency, and more
• Highlight cells conditionally
• Format tables for bidirectional text
• Alphabetize or sort table data
• Add or delete a chart
• Change a chart from one type to another
• Modify chart data
• Move, resize, and rotate a chart
• Change the look of data series
• Add a legend, gridlines, and other markings
• Change the look of chart text and labels
• Add a chart border and background
• Use chart styles
• Animate objects onto and off a slide
• Animate objects on a slide
• Change build order and timing
• Add transitions
• Present on your iPhone
• Present on a separate display
• Present on iPhone over the internet
• Use a remote
• Make a presentation advance automatically
• Play a slideshow with multiple presenters
• Add and view presenter notes
• Rehearse on your device
• Play a recorded presentation
• Check spelling
• Look up words
• Find and replace text
• Replace text automatically
• Set your author name for comments
• Highlight text
• Add and print comments
• Send a presentation
• Intro to collaboration
• Invite others to collaborate
• Collaborate on a shared presentation
• See the latest activity in a shared presentation
• Change a shared presentation’s settings
• Stop sharing a presentation
• Shared folders and collaboration
• Use Box to collaborate
• Create an animated GIF
• Post your presentation in a blog
• Use iCloud Drive with Keynote
• Export to PowerPoint or another file format
• Restore an earlier version of a presentation
• Move a presentation
• Delete a presentation
• Password-protect a presentation
• Create and manage custom themes
• Transfer files with AirDrop
• Transfer presentations with Handoff
• Transfer presentations with the Finder
• Keyboard shortcuts
• Keyboard shortcut symbols

Create a presentation in Keynote on iPhone

To create a new presentation, you first choose a theme to use as a starting point. Themes use coordinated fonts and colors for a unified look and often include placeholders that you can replace with your own content.

Create a presentation from a theme

Note: If you’d like the ability to format table and chart data using the conventions of another language, choose the language before choosing a theme. See Format a presentation for another language .

In the theme chooser, tap the category names at the top of the screen to view different themes, then tap a theme to open it.

Some themes aren’t downloaded to your device until you choose them or open a presentation that uses one. If your connection is slow or you’re offline when this happens, placeholder images and slide backgrounds in the presentation may appear at a lower resolution until you’re online again or the theme finishes downloading.

Each slide layout offers a different arrangement of text and images that you use as a starting point for your content.

Do any of the following to build your presentation:

Add text: Double-tap placeholder text to add your own.

To end the presentation, pinch closed anywhere on the screen. For more ways to show a presentation, see Play a presentation on your iPhone or iPad .

Keynote automatically saves your changes as you work, so you don't need to worry about consistently saving your presentation manually. However, it's a good idea to rename your presentation so you can easily find it the next time you want to work on it. You can change the name of the presentation or change where it’s saved at any time.

Create a presentation outline

You can create a text outline of a new presentation in outline view in Keynote. Outline view displays your slides as a hierarchical series of titles, subtitles, points, and media placeholders. You can add and edit text, place images and videos, and change the format of slides in outline view. This is useful for creating an initial draft, taking notes, or focusing on the structure of a new presentation.

Do any of the following:

To quickly add a slide while typing in the last row of a slide, tap Return twice.

Add text: Tap a row in the text outline, then type.

Your presentation is saved automatically as you work, so you don’t lose your work when you close the presentation. Closing the presentation doesn’t quit Keynote.

To learn more about working in outline view, see View slides as text outlines .

How Much Will the iPhone 16 Cost? Here's What to Expect

There are a few factors that could determine whether Apple raises prices on its upcoming device series.

• Named a Tech Media Trailblazer by the Consumer Technology Association in 2019, a winner of SPJ NorCal's Excellence in Journalism Awards in 2022 and has three times been a finalist in the LA Press Club's National Arts & Entertainment Journalism Awards.

Could the upcoming iPhone lineup match the 15's prices?

Beyond all the flashy presentations on camera specs and battery capacity, one of the most important questions looming over any new phone unveiling is how much will it cost? Months ahead of the anticipated iPhone 16 announcement, that question is already being raised and speculated about.

Rumors abound regarding the next generation of Apple's handset, which is expected to be called the iPhone 16. That includes guesses about the phone's appearance, screen size and upcoming AI features . While the device isn't expected to be released until the fall, those hoping to upgrade might be eager to start budgeting right now, especially since flagship iPhones are priced in the premium range. So, how big a price tag could we be looking at?

Read more:  The Features We're Expecting From Apple's Next iPhone

Despite upgraded features, the starting price of the baseline iPhone has remained consistent over the last several years. Every baseline model between the iPhone 12 and 15 has been priced at $799 upon its release. The Pro devices have also remained at $999 across that timeline. 

A price hike occurred on the high-end iPhone 15 Pro Max last year, which was retailed at $1,199, $100 more than its predecessors. Apple did away with its lowest 128GB storage option, making 256GB the new (pricier) baseline. The 15 Pro Max also touts a  periscope lens , which offers 5x zoom  that isn't found even on the smaller 15 Pro.

As inflation raises prices for nearly everything else, and rumors suggest new iPhones get pricier parts, it's uncertain whether Apple can resist bumping up the price tags for its flagship phones. Here's what we've heard.

Components and cameras: iPhone 16 price hike culprits 

External factors like higher production costs could potentially push Apple to raise prices on its upcoming lineup. According to Nikkei Asia , the estimated production cost of the iPhone 15 Pro Max was $558, a 12% increase over the 14 Pro Max. The cost of components for other devices in the iPhone 15 lineup also reportedly grew compared to the previous year: the 15 Pro by 8%, the Plus by 10% and the standard by 16%. While Apple hasn't yet increased retail prices as a result, Nikkei Asia suggests it would need to do so, or "the company's bottom line will eventually take a hit."

Rumors about  pricier cameras on the iPhone 16 Pro and Pro Max further suggest those devices may carry a higher price tag, too. According to  Economic Daily , Apple might use higher-end molded glass lenses to make its phones lighter and thinner and to increase optical zoom distance. 

On the one hand, Apple may feel compelled to push those rising costs onto its customers. On the other hand, the  higher cost of living is leading many consumers to tighten their purse strings, and Apple may not want to isolate prospective candidates for phone upgrades. 

Other rumors have suggested prices could actually drop  for the iPhone 16,  according to one tipster , because Apple could switch up the way it makes its A17 Bionic chipsets to reduce costs. That reduced manufacturing cost could potentially pass savings down to consumers, but that's speculation. 

So, what does all this ultimately mean for iPhone 16 prices? It's possible, given rising production costs and more advanced components, that we'll see price increases across the upcoming lineup, although it's not clear just how much. It's so early on that it's just as plausible to assume prices could remain stagnant. In the meantime, we'll keep updating this with any new details in the lead-up to Apple's anticipated fall unveiling of its forthcoming lineup. 

I Took 600+ Photos With the iPhone 15 Pro and Pro Max. Look at My Favorites

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Noteshelf 3: Digital Notes 4+

Note taking & pdf annotation, fluid touch pte. ltd..

• 3.8 • 16 Ratings
• Offers In-App Purchases

Screenshots

Description.

Elevate your digital note-taking experience with Noteshelf 3 for MacOS – a powerful and distraction-free method of note-taking with smarter note organization and AI-generated handwritten notes. TAKE NOTES IN A VARIETY OF WAYS - Create notes in diverse styles and formats, including bulleted/numbered lists and checklists. - Capture audio to ensure you never miss crucial information, making it perfect for lectures and meetings. - Transform your freehand strokes into precise shapes or select from a wide range of shapes for constructing flowcharts and diagrams. - Highlight, underline, or annotate imported PDFs, documents, and images with exceptional precision. NOTESHELF AI - Welcome Noteshelf AI, an intelligent assistant capable of deciphering your handwriting and aiding you in various tasks. - Witness Noteshelf AI generate exquisite handwritten notes on any subject. - Utilize Noteshelf AI to craft study notes, summarize entire pages of handwritten notes, translate text, clarify complex terms, and much more. PERSONALIZE YOUR NOTE-TAKING - Customize your toolbar by adding, removing, or rearranging tools to align with your workflow. - Take notes on custom lined, dotted, or grid paper in any color of your choosing. - Choose from a selection of beautifully crafted covers or design your own from the Unsplash library. - Enhance your notes with emojis and an entertaining collection of stickers. EXPLORE AN EXTENSIVE TEMPLATE LIBRARY - Dive into a vast repository of over 200 templates created by the Noteshelf team, catering to student notes, lesson plans, health tracking, bullet journaling, and more. - Plan and structure your days with an array of configurable digital diaries and journals. ENHANCE FOCUS AND ELIMINATE DISTRACTIONS - Activate Focus Mode with a single tap or gesture to hide the toolbar, enabling distraction-free note-taking. - Enjoy an unobstructed view of your content with a floating toolbar while taking notes on paper that fills the entire screen. EFFICIENT ORGANIZATION AND QUICK ACCESS - Organize your notebooks into groups and subgroups. - Bookmark important pages, assign names and colors to create a personalized table of contents for your notes. - Tag your pages and notebooks for seamless organization and effortless retrieval. - Utilize Content Views, automatic folders that consolidate photos, audio recordings, and bookmarks from all your notebooks, for powerful content searching. ACCESS YOUR NOTES ANYWHERE - Access your notes seamlessly across your iPad, iPhone, and Mac devices with iCloud sync. - Automatically synchronize notes with Evernote for convenient access from any location. SEARCH AND FIND HANDWRITTEN NOTES - Search through your handwritten notes in 65 supported languages. - Seamlessly convert handwritten notes into typed text and even add custom words to enhance recognition accuracy. KEEP YOUR NOTES SECURE - Automatically back up your notes to Google Drive, OneDrive, Dropbox, or WebDAV. AND MUCH MORE... - Presentation Mode: Project your notes and slides on an external screen, and utilize features like the laser pointer and a variety of markers for engaging presentations in classes and meetings. - Illustrate your notes with visuals from the Unsplash and Pixabay libraries. - Share your notes as images and PDFs. STAY TUNED FOR EXCITING UPDATES - Noteshelf is constantly evolving with numerous exciting features in development. Noteshelf 3 offers free use with some limitations. Upgrade to Premium for a comprehensive experience, available for a one-time fee, and enjoy: - Unlimited notebooks - Handwriting recognition and search capabilities - Digital Diaries We value your feedback. Reach out to us at [email protected] with your suggestions and ideas. Happy Note-Taking!

Version 1.7.3

- We heard you! We've added a Spectrum option to the color picker. - We've also refactored the More Options menu. - Minor bug fixes and performance updates. ~ Noteshelf—Take beautiful notes, effortlessly ~

Ratings and Reviews

Improved but needs a little more.

The app is a little better than the Noteshelf 2, however it could go a little further. I have been with Noteshelf since the first version and I see the change. One of my pet peeve is not having the ability to draw lines or rotate items on the 0, 15, 30 90 degree angle "easily". I think it should have a free and a set option. Rotating something 90 degrees should be easier, not fighting with the 1 degree off. It should have a flip / mirror option. Those are just two things I fight with on the regular. It has other things that could use adjusting but over all it is a good app. I have tried others and they have features that this one doesn’t, but I find myself using Noteshelf the most. Hopefully a rep from NS will read this…..when you upgrade and import the books, does it convert the old book to a new one? Or does it modify the old book. Do I now have 2 copies of the book? If so can I sadly delete the old book? My books are large and contain lots of pictures and audio thus it takes up a lot of space. Definitely need to know this info before I run out of space and find out the hard way. It you have made it this far in my review…… the app is worth it. I would buy it again.

Developer Response ,

Thank you for your detailed review and feedback! We appreciate your loyalty as a long-time user of Noteshelf. We will definitely take your suggestions into consideration for future updates and improvements. As for your questions about migrating books, pls take note that it'll create a new copy itself. The old copy inside NS2 will not be modified. You can safely delete the old books in NS2 once you have confirmed that the new version has successfully imported the books. Feel free to send us an in-app email via the 3-dot icon on the main Shelf→Settings→Noteshelf Help→Compose icon→Send Email option if you have any further questions, so we can suggest accordingly.

Room for Improvement!

I have used Noteshelf for over 8 years and recommended it to everyone. I would always give it 5 stars and is my go-to app for almost everything. But, NS3 needs more work to get my 5 star rating again. I Easily transferred from NS1 to NS2. For me Transferring to NS3 has been a pain. First, not all of my custom templates transferred, many of which are related to my businesses. I had to transfer them one at a time. For the hyperlinks to work you need to be in read only mode...never had to do that before and seems read mode turns off all the time. Im not comfortable with the tool bars...technically 3. I would prefer the pen, highlight and erase bar be on same tool bar as colors. I would prefer having my favorite colors remain open like NS2. The erase/return is also separate from the others. This last update just created more issues...but once they get it all together, hopefully all will be good. I love that they added AI. Now I just wish they would let me add stickers from outside vendors that better relate to my business. They do have very good customer service, my reason for the 4th star. Hopefully soon, I'll be able to recommend them again as being the best. I

Thank you for your detailed feedback! We appreciate your long-term support and recommendation. We apologize for the inconvenience you faced while transferring to Noteshelf 3. Our team is continuously working on improving the app & user experience. We value your suggestions and we'll take them into consideration for future updates. We're glad to hear that you appreciate our customer service. Your satisfaction is our top priority, and we're committed to providing you with the best experience. Kindly send us an in-app email via the 3-dot icon on the main Shelf→Settings→Noteshelf Help→Compose icon→Send Email option OR send us the ticket # you received if you've already raised these issues over an email so we can discuss in detail.

Long time Noteshelf 2 user

Love Noteshelf 2 and was excited to see what Noteshelf 3 brought. Love the new design and features all very welcome. Love to see the update keep them coming. However it feels like 3 steps forward 2 steps back. I feel like you changed how certain worked just to change them and you changed them for the worst. When they worked just fine in Noteshelf 2. Such as the zoom view, share options, all seem to have bugs that make it perform worse than in Noteshelf 2 or the old way was far superior. Some cool features I’d like to see added if possible. I take a lot of math notes for work and it would be great if you could include math translate feature to convert hand written math into latex,png. To have inline math with the handwritten notes for ease of reading or for sharing. Something like nebo does. I think I will stick to Noteshelf 2 for now until some of the bugs get worked out.

Thank you for your positive review of Noteshelf 3! We appreciate your feedback and are glad to hear that you are enjoying the new design and features. We apologize for any inconvenience you may have experienced with certain functions, and we are continuously working to improve the app. Also, update your app to the latest v1.2 then restart your device once to fix the issues, we've made a lot of bug fixes lately. We will certainly take your suggestions for adding a math translate feature into consideration for future updates. Please send us an in-app email via the 3-dot icon on the main Shelf->Settings->Noteshelf Help directly with more details about the issues & requests so we can work on them accordingly.

App Privacy

The developer, Fluid Touch Pte. Ltd. , indicated that the app’s privacy practices may include handling of data as described below. For more information, see the developer’s privacy policy .

Data Not Linked to You

The following data may be collected but it is not linked to your identity:

• Contact Info
• Identifiers
• Diagnostics

Privacy practices may vary, for example, based on the features you use or your age. Learn More

Information

English, French, German, Italian, Japanese, Korean, Simplified Chinese, Spanish, Traditional Chinese

• Noteshelf 3 Premium - Lifetime $9.99
• Premium for Noteshelf 2 users $6.99
• Developer Website
• App Support
• Privacy Policy

Family Sharing

Some in‑app purchases, including subscriptions, may be shareable with your family group when family sharing is enabled., more by this developer.

Noteshelf 2

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Apple looks kind of ridiculous right now

• Apple will have to swing big at its developer conference if it wants to be seen as serious in AI.
• While Google and OpenAI introduced impressive AI assistants this month, Apple rolled out new iPads.
• All eyes will be on Apple in June at its Worldwide Developers Conference, analysts say.

While Apple's Big Tech competitors have announced leaps forward in the artificial-intelligence space this month, the iPhone maker has instead said it's bringing consumers thinner iPads .

It's going to have to do a bit better, analysts say.

OpenAI and Google's demonstrations on Monday and Tuesday, respectively, showed the two companies pushing AI capabilities forward. In OpenAI CEO Sam Altman's words, it's a bit of "magic."

OpenAI's new GPT-4o , introduced Monday, can translate speech, identify emotions over video, and tutor students. Google's Gemini can plug into Gmail to summarize emails, create spreadsheets based on information, and formulate replies.

Even Facebook, WhatsApp, and Instagram have integrated Meta's AI into app search fields.

Apple, though, has kept pretty quiet about its own AI ambitions so far — and it's increasingly obvious.

"The buzz around AI, and specifically GenAI, has been so deafening that Apple is noticeable by omission," Dipanjan Chatterjee, a vice president and principal analyst at Forrester, told Business Insider.

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And while it's in Apple's nature to focus more on products — such as its announcement about its new iPads on May 7 — Chatterjee said the tight-lipped culture it's famous for was "about to give out" in the face of calls for more clarity about its AI strategy.

It's all adding pressure for Apple to stick the landing on the technology at next month's Worldwide Developers Conference now that Google and OpenAI have unveiled their arsenals.

"Apple's way behind when it comes to AI," Gene Munster, a managing partner at Deepwater Asset Management, told BI.

Munster said Apple should consider both of this week's events a "wake-up call." He predicted that Apple's only option to catch up was to partner with OpenAI or Google, saying it'd be nearly impossible for Apple to "close the gap" with AI competitors on its own.

While Apple has been reported to be in talks with both companies about bringing either OpenAI or Gemini to the next iPhone , there have been no official announcements on its plans in the burgeoning field — unlike Google and OpenAI's massive, livestreamed presentations.

Apple's big announcement last week was a new and improved version of the iPad — a product that's been around for 14 years.

Still, if the rumors about OpenAI or Gemini iPhone integration are true, this week's "strong announcements actually would bode well for Apple," William Kerwin, an analyst at Morningstar, said.

He continued: "The voice application in the new GPT-4o model looked like it was primed for Siri integration to me, if it works out that way."

And Wedbush's Dan Ives warned people not to count Apple out of the AI "Game of Thrones" just yet, even if it feels as if Microsoft , Google, and OpenAI are ahead in the game right now.

The analyst told BI that the new iPad rollout was simply an "appetizer to the real meat and potatoes" of Apple's AI strategy, expected to be announced at the WWDC in June.

On February 28, Axel Springer, Business Insider's parent company, joined 31 other media groups and filed a $2.3 billion suit against Google in Dutch court, alleging losses suffered due to the company's advertising practices.

Axel Springer, Business Insider's parent company, has a global deal to allow OpenAI to train its models on its media brands' reporting.

Watch: What is ChatGPT, and should we be afraid of AI chatbots?

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