File this under ‘Things That Surprise Absolutely No One’ – Apple is officially the first (publicly-traded, American) company to be valued at one trillion dollarsssss (pinkies finger in the air, everybody).
In the past week, there’s been a lot of news and discussions about Apple’s new MacBook Pro laptops for 2018, including the 15-inch models which have Intel’s mobile Core i9 processors. These are adaptions of the desktop chips from the Coffee Lake family, featuring six cores, gobs of cache, and hyper-threading. However, Core i9 processors are typically found in much thicker notebooks. Apple’s design is rather thin, and this lead to some very noticeable power throttling on the notebooks even when plugged into a charger. Arguments about the issue have been all the rage over forums and websites, and Apple has now finally confirmed the issue along with a proposed fix to improve the processor’s performance.
Apple’s 2017 range of MacBook Pros has sold really well, despite the strangeness of only having USB-C ports and no magnetic charger. Not only were these notebooks a big departure from the established MacBook Pro design with the inclusion of the touch bar display, they also came with a new keyboard design with Apple’s custom butterfly switches which allowed for a much lower profile, previously seen in the 2015 MacBook. As exotic as these keyboards are, they are not without their compromises, and one of those is a big dip in reliability. Over the last year consumers have complained about Apple’s butterfly keyboard and the issues range from “sticky” keys to units that just fail for no apparent reason. Apple now says they’re initiating a program to fix these issues for consumers at the storefront level, but it could be too late to reverse the stigma now attached to the butterfly switches.
Apple’s Worldwide Developers Conference (WWDC) for 2018 kicked off yesterday with a keynote address by CEO Tim Cook and colleagues, and brought some big announcements from Apple’s software division. No new hardware was announced, and no new services were announced either – instead, Apple’s message this year was one of consistency and quality improvements, making improvements to MacOS recommended by their users, integrating experiences with iOS and macOS, and focusing more on the experience instead of shoving whatever they had through the door. Those announcements include macOS 10.14 Mojave, iOS 12, watchOS 5, tvOS 12.
The internet has been buzzing about a recent report by Bloomberg, claiming that Apple has secret plans internally to drop their partnership with Intel by the year 2020 and move to something else entirely. According to the report, Apple may swap to processors of their own design by the end of this decade, and could also be getting ready to merge the Mac and iOS ecosystems into one base operating system and experience, expanding across devices into differently suited user interfaces. This would be an industry-changing event if it comes to pass.
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