Apple has retained its position as the world's most valuable brand for the 13th consecutive year, topping Interbrand's 2025 Best Global Brands ranking with an estimated brand value of $470.9 billion.


The annual Interbrand report evaluates the world's top 100 companies based on financial performance, brand strength in purchase decisions, and overall competitiveness. The report claims that combined brand value of all 100 entries rose 4.4% year over year to $3.6 trillion.

Apple first entered Interbrand's top 25 in 2008 and reached the number one position by 2013, maintaining its dominance through more than a decade of major shifts in consumer technology. Its valuation of $470.9 billion represents a 4% decline from last year, yet still places it comfortably ahead of second-place Microsoft, which grew 10% to $388.5 billion. Amazon, Google, and Samsung rounded out the top five with respective brand values of $319.9 billion, $317.1 billion, and $90.5 billion.

While Apple remains the world's most valuable brand, the report pointed to a dramatic surge from AI chipmaker Nvidia, which recorded a 116% increase in brand value to $43.2 billion, leaping from 36th to 15th place — the largest single-year gain in Interbrand's history. In addition, Instagram entered the top 10 for the first time, with a 27% rise in brand value, while Nike dropped from 14th to 23rd after losing 26% of its valuation. Tesla fell 13 positions to 25th place following a 35% decline.
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Apple CEO Tim Cook pledged to expand the company's investments in China during his latest visit to the country, signaling that Apple intends to maintain a strong presence in its most important manufacturing hub even as it continues diversifying production elsewhere, Reuters reports.


During meetings with Chinese government officials this week, Cook told China's industry minister Li Lecheng that Apple will keep investing in the country, with ongoing commitment to its Chinese supply chain and operations. Lecheng told Cook that China hopes Apple will continue to expand in the country and "grow together with Chinese suppliers," adding that the government intends to foster a favorable business environment for foreign companies.

Cook's visit comes at a sensitive time in U.S.–China relations, as both countries remain locked in a prolonged trade dispute mired by tariffs, export restrictions, and increasing pressure on technology companies to localize their manufacturing. The White House has promoted domestic production under initiatives such as the CHIPS and Science Act, while Beijing has sought to reinforce ties with foreign investors amid slowing economic growth.

Apple's position in this environment has grown increasingly complex. The company has spent the past two years shifting parts of its manufacturing to countries such as India and Vietnam to reduce its dependency on China, yet the majority of its iPhones and other key products continue to be assembled by Chinese partners. Cook's latest assurances in China underscore that, despite diversification efforts, China remains integral to Apple's global operations.

Apple remains caught between competing political and economic pressures. U.S. regulators have intensified scrutiny of American firms operating in China, while Chinese authorities have increased oversight of foreign technology companies. Yet Apple has so far remained largely unscathed compared to other U.S. firms such as Nvidia and Qualcomm, both of which have faced regulatory investigations in China.

Apple's Chief Operating Officer Sabih Khan joined Cook for the visit, meeting with Lens Technology, one of Apple's longtime Chinese suppliers responsible for producing glass covers for the iPhone and Apple Watch.
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Apple is preparing day-one software updates for its new iPad Pro, MacBook Pro, and Vision Pro models.


iPadOS 26.0.1 (23A8464), macOS 26.0.1 (25A8364), and visionOS 26.0.1 (23M8340) should be available upon the launch of the new ‌iPad Pro‌, ‌MacBook Pro‌, and Vision Pro, which each feature the M5 chip.

All three of the new devices likely have the current versions of their operating systems pre-installed. It is not yet clear what's in the new versions of iPadOS, macOS, and visionOS, but day-one updates usually include essential bug fixes.

The updated ‌iPad Pro‌, ‌MacBook Pro‌, and Vision Pro are now available to pre-order, and will begin arriving to customers and launch in stores on Wednesday, October 22.
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Apple will bring the Vision Pro companion app to the iPad with the release of iPadOS 26.1, marking the first time ‌iPad‌ users can manage and explore spatial content for the headset directly from their devices.


Apple mentioned the expansion in the press release for the new Vision Pro with the M5 chip. The Vision Pro app was first introduced earlier this year with iOS 18.4, giving iPhone users the ability to browse and download apps, games, and media experiences for the Vision Pro without needing to wear the headset.

The app features a Discover page that highlights curated recommendations for "new and noteworthy experiences available on Apple Vision Pro," including categories such as Immersive Video, 3D movies, and other spatial apps. The My Vision Pro page within the app provides device-specific information and tools. The app also includes guest management features.

The Vision Pro app was automatically installed for iPhone users after updating to iOS 18.4 in April, and the iPadOS 26.1 release will extend the same integration to iPads. iPadOS 26.1 is likely to be released later this month or in early November.
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Apple's artificial intelligence division has lost another senior executive, with Ke Yang, who was recently appointed to lead the company's AI-driven web search effort, departing for Meta, according to Bloomberg's Mark Gurman.


Yang had only recently taken over Apple's newly created Answers, Knowledge, and Information group, known internally as "AKI." The team is responsible for developing technology to make Siri more ChatGPT-like, including the ability to retrieve live information from the web. The AKI project is said to be a central component of Apple's planned ‌Siri‌ overhaul, which is currently scheduled for release in March 2026. The update is said to include features that were delayed from earlier this year, such as allowing ‌Siri‌ to access personal data and handle more complex, multi-step requests.

Yang's promotion to head of AKI came just weeks ago following the departure of Robby Walker, another longtime Apple executive who had been leading the group. Yang had previously overseen the search-focused portion of AKI before being elevated to lead the division in full, reporting directly to John Giannandrea, Apple's senior vice president of machine learning and AI strategy. With Yang's exit, the AKI team will now report to Benoit Dupin, one of Giannandrea's deputies responsible for Apple's machine learning infrastructure.

The AKI project has reportedly become a major element of Apple's efforts to close the gap with rivals such as OpenAI, Perplexity, and Google Gemini, all of which have made rapid advances in AI-powered search and conversational interfaces. Gurman describes the Answers feature as a new layer of ‌Siri‌ designed to synthesize responses from live internet data, allowing it to deliver up-to-date answers and contextual information.

Yang's departure is the latest in a growing series of exits from Apple's artificial intelligence division, which has reportedly seen more than a dozen senior researchers and engineers leave this year alone. Many of those departures were from the company's Foundation Models team, which is tasked with developing Apple's core generative AI models. That unit was led by Ruoming Pang, who also left for Meta earlier this year to help establish a new research division known as Superintelligence Labs.


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The iPhone 18 is already driving major shifts deep in the semiconductor supply chain, as Samsung Electronics expands production of image sensors, prompting one of its key testing partners to invest over $120 million in new equipment, The Elec reports.


Doosan Tesna, a South Korean post-process semiconductor testing company, this week announced that it will spend $123 million on test systems from Japan's Advantest, Samsung subsidiary Semes, and Japan Interaction. The investment is equal to 21.77% of the company's total assets, and will be completed in stages between 2026 and March 2027.

The purchase is believed to be directly related to Samsung's new image sensor production line in Austin, Texas, which is expected to supply components for the ‌iPhone 18‌ in 2027. Samsung's return to Apple's camera image sensor supply chain marks its first in roughly a decade and could alter the long-standing dominance of Sony, which has provided nearly all iPhone sensors to date. Apple reportedly sought to diversify suppliers after delays in Sony's deliveries between 2023 and 2024.

Doosan Tesna specializes in electrical testing of wafers after fabrication, a process that identifies defective chips before packaging and improves manufacturing yield. More than 90% of its revenue comes from Samsung's Foundry and System LSI divisions.

Doosan Tesna's decision to diversify away from Teradyne equipment toward Advantest is also notable. Advantest systems are widely used for high-performance chips such as GPUs, memory, and AI processors, suggesting Samsung's new sensors for Apple may demand more advanced verification processes.

Samsung's production line in Austin is a key element in Apple's effort to reduce reliance on Japanese suppliers and to expand production within the United States. If Samsung's sensors meet Apple's performance and reliability standards, the move could make it the company's second major image sensor supplier.

Doosan Tesna's major financial commitment represents over one-fifth of its total assets, reflecting how preparations for Apple's future iPhones are already reshaping global semiconductor investment over a year before production begins.
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Unlike other Apple devices, the original Vision Pro with the M2 chip is not available for trade-in.


The original Vision Pro with the ‌M2‌ chip launched in February 2024 and was discontinued upon the announcement of a new version with the M5 chip earlier today. Most high-end Apple devices, such as the Apple Watch, iPhone, iPad, and Mac, become available for trade-in upon the release of a new model, allowing users to fund the purchase of the latest device while getting rid of their old one.

The absence of the Vision Pro from Apple's trade-in program is therefore peculiar, but likely reflects an unwillingness on the behalf of trade-in partners to accept it for now. Users of the original Vision Pro who want to upgrade to the new M5 version will need to sell their old device independently.
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Apple today started selling new accessories for its Vision Pro headset, including the Logitech Muse and Dual Knit Band, with more on the way.


The Logitech Muse is a spatially-tracked stylus developed for use with the ‌Vision Pro‌. It was announced at WWDC earlier this year. The Muse is intended to support the next generation of spatial computing workflows enabled by visionOS 26. The device incorporates six degrees of freedom (6DoF) tracking, pressure-sensitive tips, and real-time haptic feedback to allow users to interact with digital environments through precise input and tactile realism.

Logitech Muse is a spatial accessory designed to enhance the way you work, create, and collaborate with Apple Vision Pro. Muse combines a familiar form factor with advanced technology, offering a precise, immersive workflow in both productivity and creativity apps.

Seamless motion tracking in six degrees of freedom with intuitive controls allows you to draw, annotate, and interact naturally in space. Real-time haptic responses add textural realism to create a truly engaging experience. A pressure-sensitive tip and force-sensing button allow you to vary line thickness whether drawing on a surface or in the air.

According to Logitech, Muse is intended for use across a wide range of spatial computing applications, including 3D design, collaborative workspaces, and immersive visualization tools. The device features both physical buttons and gesture controls. The Logitech Muse costs $129.95 and is now available from Apple.


Apple's new Dual Knit Band for the Vision Pro is also now available for $99. It comes with the new Vision Pro with the M5 chip, but is available separately and compatible with the M2 Vision Pro.

Designed for Apple Vision Pro, the Dual Knit Band provides lasting comfort and stability — with soft, breathable upper and lower straps and a counterbalanced design. Its dual-function Fit Dial makes it easy to adjust each strap independently for a personalized fit. The Dual Knit Band attaches to the Audio Straps with a simple and secure mechanism, and release tabs allow you to quickly detach it when needed.

In addition, Apple today confirmed that the PlayStation VR2 Sense controller and Controller Charging Station will be available for $249.95 from the Apple Store online in the U.S. beginning Tuesday, November 11.
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Apple today released a new version of the Magic Keyboard for iPad Air in black.


Previously, the Magic Keyboard for ‌iPad Air‌ was only available in white. It is based on the older Magic Keyboard for the iPad Pro and ‌iPad Air‌, which was available in both black and white, and was replaced by a redesigned version with a aluminum top case, backlighting, and a trackpad with haptic feedback last year.

The Magic Keyboard for ‌iPad Air‌ continues to be priced at $269 for the 11-inch version and $319 for the 13-inch version.
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Apple today announced the next-generation iPad Pro, featuring the custom-designed M5, C1X, and N1 chips.


The M5 chip has up to a 10-core CPU, with four performance cores and six efficiency cores. It features a next-generation GPU with Neural Accelerator in each core, allowing the new ‌iPad Pro‌ to deliver up to 3.5x the AI performance than the previous model, and a third-generation ray-tracing engine. A faster 16-core Neural Engine also delivers more energy-efficient performance. Apple says that performance gains and breakthrough improvements over iPads with the M1 chip are "staggering".

In addition to the M5 chip, the cellular versions of the new ‌iPad Pro‌ feature Apple's custom-designed C1X modem, which allows up to 50% faster cellular data performance than its predecessor, with much greater efficiency.


It also features the N1 chip, a new Apple-designed wireless networking chip that enables Wi-Fi 7, Bluetooth 6, and Thread. Apple says the N1 brings better performance when connected to 5GHz networks, and improves the overall performance and reliability of features like Personal Hotspot and AirDrop.

The new ‌iPad Pro‌ features over 150GB/s of unified memory bandwidth, which is almost a 30% increase compared to the previous generation. It also offers up to 2x faster storage read and write speeds, and the 256GB and 512GB models start with 12GB of unified memory.

The new ‌iPad Pro‌ adds the ability to drive external displays at up to 120Hz and now supports Adaptive Sync, which provides the lowest possible latency in external display performance.

Fast charging is now supported, allowing the new ‌iPad Pro‌ to charge up to 50% in around 30 minutes with a 40W adapter or higher.

The new ‌iPad Pro‌ is available to pre-order starting today, and will be available in stores on Wednesday, October 22.
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Apple today announced the M5 chip, its next-generation chip for the MacBook Pro, iPad Pro, and Vision Pro.


From Apple's press release:

Built using third-generation 3-nanometer technology, M5 introduces a next-generation 10-core GPU architecture with a Neural Accelerator in each core, enabling GPU-based AI workloads to run dramatically faster. The GPU also offers enhanced graphics capabilities and third-generation ray tracing that combined deliver a graphics performance that is up to 45 percent higher than M4. M5 features the world's fastest performance core, with up to a 10-core CPU made up of six efficiency cores and up to four performance cores. Together, they deliver up to 15 percent faster multithreaded performance over M4. M5 also features an improved 16-core Neural Engine, a powerful media engine, and a nearly 30 percent increase in unified memory bandwidth to 153GB/s.

The M5's next-generation GPU architecture is optimized for AI tasks. Each of its 10 cores features a dedicated Neural Accelerator, delivering over 4x peak GPU compute compared to the M4. The M5 also includes a third-generation ray-tracing engine, providing up to a 45% graphics uplift in apps using ray tracing.

Apple says the next-generation GPU, enhanced shader cores, second-generation dynamic caching, and third-generation ray-tracing engine on the M5 bring more realistic visuals, faster rendering times, and smoother performance. The faster 16-core Neural Engine also delivers more powerful AI performance with greater energy efficiency.

The M5 chip unified memory bandwidth of 153GB/s, providing a nearly 30% increase over the M4, offering higher multithreaded performance in apps, faster graphics performance, and faster AI performance running models on the Neural Accelerators in the GPU or the Neural Engine. It supports up to 32GB of unified memory.

The new ‌MacBook Pro‌, ‌iPad Pro‌, and Vision Pro with the M5 chip are available to pre-order today.
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Apple is lobbying India to amend a decades-old tax law that could expose the company to billions of dollars in taxes on equipment it owns inside local iPhone factories, Reuters reports.


Apple is reportedly urging the Indian government to modify provisions in the Income Tax Act of 1961 to ensure it is not taxed simply for owning high-value manufacturing machinery supplied to its contract manufacturers, including Foxconn and Tata Electronics. The issue is a potential obstacle to Apple's expansion in the country.

Indian law currently treats such ownership as creating a "business connection", effectively making the company's global ‌iPhone‌ profits taxable in India. In China, Apple operates under a different model. The company buys the specialized machinery required to assemble iPhones and provides it to its manufacturing partners without becoming liable for local corporate tax. In India, the same practice could trigger significant tax exposure under existing law.

Legal experts say India's stance may stem from precedents such as the 2017 Supreme Court ruling against Formula One, which held that the UK-based company was liable for local taxes during its Grand Prix event because it exercised control over the circuit despite not owning it. A similar interpretation could apply if Apple were to maintain ownership of machinery used in Indian factories.

Discussions with the Indian government on taxation rules impacting Apple are said to be ongoing. The effort comes amid rapid expansion of its Indian operations. Since 2022, the country's share of global ‌iPhone‌ shipments is believed to have increased fourfold to around 25%. While China still produces around 75% of all iPhones, India is increasingly viewed as a critical secondary hub as Apple diversifies its supply chain. Foxconn and Tata have together invested more than $5 billion to open five large manufacturing facilities for Apple in the country.
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Apple's iPhone 18 Pro models will feature a significantly upgraded rear camera with a variable aperture, ETNews reports.


The Korean-language report claims that only the ‌iPhone 18‌ Pro and ‌iPhone 18‌ Pro Max will feature the camera, which will replace the main wide-angle camera on the rear, sitting alongside the ultra-wide and telephoto cameras.

A variable aperture allows the camera to adjust the amount of light that reaches the sensor. This means that in dark environments, the aperture can be opened to receive more light, while in light environments, it can be closed to prevent over-exposure. It also should provide users with greater control over depth of field, which refers to how sharp a subject appears in the foreground compared to the background.

Apple is now moving ahead with plans to bring the technology to next-generation iPhones and is now discussing components with suppliers. The variable camera is reportedly set to be made by LG Innotech and Foxconn, while the actuator is to be manufactured by Chinese companies Luxshare ICT and Sunny Optical.

Apple has never used a variable aperture on an iPhone camera before. The main cameras on all of the ‌iPhone‌ 14 Pro through iPhone 17 Pro models have a fixed aperture of ƒ/1.78, and the lens is always fully open and shooting with this aperture. Samsung Electronics previously brought a variable aperture camera to its Galaxy S9 and Galaxy S10 models in 2018 and 2019, but due to increased thickness and high price, it dropped the feature in 2020.

The report corroborates a rumor from Apple analyst Ming-Chi Kuo shared in December last year. The ‌iPhone 18‌ Pro and ‌iPhone 18‌ Pro Max are expected to be announced alongside the iPhone Air 2 and Apple's first foldable ‌iPhone‌ in the fall of 2026.
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TAG Heuer today announced the Connected Calibre E5 smartwatch, now featuring "Made for iPhone" certification as the watchmaker abandons Google's Wear OS.



Three years after launching the Calibre E4, the Connected Calibre E5 comes in two case sizes: 45mm and a new, more compact 40mm. They are powered by the Qualcomm Snapdragon 5100+. The 45mm model features a 1.39-inch AMOLED display, while the 40mm houses a 1.20-inch AMOLED display. Both include haptic feedback, enhanced brightness, and touch responsiveness.

Since its first smartwatch in 2015, TAG Heuer had relied on Google's Wear OS, but now it moves to its own, in-house platform. Developed by a team of 60 engineers in Paris, TAG Heuer OS introduces a more refined interface, new animations, and streamlined menus designed for faster navigation using both the touchscreen and mechanical pushers.

The most significant benefit of this transition is enhanced compatibility with Apple devices. The Calibre E5 is officially "Made for ‌iPhone‌" (MFi) certified, part of Apple's hardware licensing program that ensures accessories and devices meet Apple's connectivity and software standards.

This certification guarantees better integration with iPhones, including faster pairing, more reliable Bluetooth and Wi-Fi connectivity, and consistent updates alongside iOS. It also ensures that key features like notifications, call handling, and health data synchronization operate seamlessly with the ‌iPhone‌, an area where previous Wear OS models struggled. According to TAG Heuer, around 70% of its smartwatch users pair their devices with iPhones.

The watch retains a range of fitness and wellness capabilities, supported by an array of sensors on the case back for heart rate monitoring, blood oxygen levels (SpO2), heart rate variability, sleep tracking, breathing rate, and calorie counting. The device also includes a compass, accelerometer, gyroscope, barometer, and dual-band GNSS for enhanced GPS accuracy. The Calibre E5 does not support third-party apps, Google Pay, or LTE connectivity.

The Calibre E5 can handle voice calls directly through its integrated microphone and speaker. Users can also receive notifications, control music, and view fitness summaries via customizable widgets. TAG Heuer's wellness suite now includes new heart rate analysis tools, sleep monitoring, and an upgraded running app featuring a gamified pace tracker. The Golf Edition brings refined hole layout mapping, automatic shot detection, and access to more than 39,000 course maps.

TAG Heuer claims the 45mm model can last up to three days in low-power mode, or about two full days under regular use, while the 40mm version achieves up to two days or 1.5 days with the always-on display active. Fast charging provides a full day's power in 30–40 minutes, with a full charge achieved in 90 minutes via a redesigned USB-C charging dock.

The TAG Heuer Connected Calibre E5 is available now via TAG Heuer boutiques and online, with prices starting at $1,600.
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Apple is nearing a settlement with the European Commission to resolve multiple antitrust investigations under the Digital Markets Act (DMA), in a move aimed at averting escalating daily fines that could reach up to 5% of its average global revenue, the Financial Times reports.


Both Apple and Meta are reportedly in the final stages of talks with European regulators following a combined €700 million in fines issued in April 2025 for breaching the EU's flagship digital competition law. According to officials briefed on the discussions, both companies are negotiating changes to their business practices to ensure full compliance and avoid further penalties.

For Apple, the settlement discussions center on the European Commission's ongoing investigations into the App Store. Regulators previously found that Apple restricted developers from directing users to offers outside its platform, in violation of the DMA's anti-steering provisions. The company was fined €500 million in April and ordered to amend its practices.

In June, Apple announced several modifications to its ‌App Store‌ framework for the European Union, including allowing developers to promote alternative payment options and distribute iOS apps via external marketplaces for the first time.

European Commission officials told the Financial Times that talks with Apple remain ongoing over the company's new contractual terms for developers and whether they sufficiently remove barriers to fair competition. The Commission has sought assurances that developers are free to communicate directly with users about external pricing or promotions without facing additional fees or restrictions from Apple.

Under the DMA, designated "gatekeepers" such as Apple must not favor their own services over rivals and must allow fair access to their platforms. The law represents one of the European Union's most far-reaching efforts to curb the power of large technology companies. Violations can trigger substantial daily fines, potentially reaching billions of euros for repeat offenses.

Apple maintains that it is already in compliance with EU law and appealed the Commission's initial decision, arguing that the regulator's interpretation goes beyond what the DMA requires. The Commission is still collecting input from developers and other stakeholders on Apple's proposed adjustments.

Officials close to the discussions expressed optimism that a resolution could be reached soon. The outcome of the case is expected to have wide-ranging implications for the company's operations in Europe, influencing how it manages the ‌App Store‌ and more.
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The AirPods Pro 3 and AirPods Max are Apple's highest-end headphone options, so which should you choose?


Apple just debuted the ‌AirPods Pro 3‌, adding new features like improved active noise cancellation, the U2 chip, and heart rate monitoring. The AirPods Pro 2 were already more advanced than the ‌AirPods Max‌, which have not been meaningfully refreshed since their introduction in 2020, so the ‌AirPods Pro 3‌ take an even bigger leap ahead of their over-ear siblings. Nevertheless, there is still a good case for buying the ‌AirPods Max‌ against the AirPods Pro.

Both the ‌AirPods Max‌ and the AirPods Pro feature active noise cancellation, Personalized Spatial Audio with dynamic head tracking, volume controls, "Hey Siri" commands, and automatic switching. As the two highest-end AirPods options, should you consider purchasing the $249 ‌AirPods Pro 3‌, or do you need the ‌AirPods Max‌, which still sell for $549? Our guide helps to answer the question of how to decide which of these AirPods are best for you.

‌AirPods Pro 3‌ (2025)	‌AirPods Max‌ (2020, 2024)
Plastic design	Aluminum, stainless steel, and silicone design
IP57 dust, sweat, and water resistant earbuds and charging case
Available in White only	Lightning: Available in Silver, Space Gray, Sky Blue, Pink, and Green USB-C: Starlight, Midnight, Blue, Purple, and Orange
In-ear fit	Over-ear fit
Clip-on silicone/foam ear tips (five size options)	Magnetic fabric ear cups
Skin-detect sensors	Optical IR sensors
~10mm custom high-excursion Apple drivers and high dynamic range amplifiers	40mm dynamic Apple drivers and more powerful high dynamic range amplifiers
Dual beamforming microphones and inward-facing microphones	Nine microphones (eight used for Active Noise Cancellation, three used for voice pickup)
H2 chips	H1 chips
Bluetooth 5.3	Bluetooth 5.0
2.4GHz and 5GHz connectivity	2.4GHz connectivity
Lossless audio support with Apple Vision Pro	Lossless audio via USB-C
"Hey ‌Siri‌" and "‌Siri‌" voice commands	"Hey ‌Siri‌" voice commands
Force sensor for media and listening mode controls	Noise control button for listening mode controls
Touch controls for volume adjustment	Digital Crown for media controls and volume adjustment
Transparency and Adaptive Transparency	Transparency
Adaptive Audio
Loud Sound Reduction
Hearing Protection
Hearing Test
Hearing Aid
Automatic Conversation Boost
Conversation Awareness
Live Translation
Heart rate sensing during workouts
Lanyard loop
U2 chip for Precision Finding
Speaker in charging case for Find My
Up to 8 hours of listening time on a single charge	Up to 20 hours of listening time on a single charge
5 minutes in the case provides around 1 hour of listening time	5 minutes of charge time provides around 1.5 hours of listening time
Charge with Apple Watch charger, MagSafe charger, Qi wireless charging mats, and USB-C	Charge via USB-C or Lightning only (depending on model)
‌MagSafe‌ Charging Case	Smart Case to preserve battery charge in ultra-low-power state
$249	$549

While there is some overlap between the AirPods Pro and ‌AirPods Max‌ with features like Active Noise Cancellation and Transparency, the entirely different fit and form factor of the headphones should make it easier for most customers to decide which device they prefer. Some users will even buy and use both.

The ‌AirPods Max‌ offer a wide range of color options and a premium design, making them more of a fashion accessory. They also feature much longer continuous battery life from a single charge. If you dislike the in-ear design of the AirPods Pro, the ‌AirPods Max‌ may also be more comfortable, especially for longer listening sessions.

Owing to its over-ear design and significantly larger drivers, the ‌AirPods Max‌ deliver markedly better audio quality than the AirPods Pro, so if your main priority is audio quality, the ‌AirPods Max‌ will undoubtedly be the best choice. They also support Lossless Audio via USB-C.

On the other hand, the ‌AirPods Pro 3‌ offer a high-level of convenience and portability due to their small size and charging case. The audio quality of the AirPods Pro cannot rival the ‌AirPods Max‌, but features like Adaptive Audio, Loud Sound Reduction, Conversation Boost are ideal for when you're on the go.

Due to their lightweight, in-ear design and sweat and water resistance, the AirPods Pro are perfect for outdoors use and fitness activities. They also now feature heart-rate monitoring during workouts.

The ‌AirPods Pro 3‌ are much more versatile when it comes to charging, with four different ways to charge, compared to the ‌AirPods Max‌'s obligatory USB-C port. Due to their size, weight, less durable design, and limited portability, the ‌AirPods Max‌ are best used at home for high-fidelity, prolonged listening sessions, while the AirPods Pro offer a more balanced experience with a high level of convenience and portability.

It is also worth noting that the AirPods Pro have many more features than the ‌AirPods Max‌, such as "‌‌Siri‌‌" voice commands, Precision Finding, Bluetooth 5.3, wireless lossless audio with the Vision Pro, Live Translation, and Hearing Test.

AirPods frequently see hefty discounts on Amazon and other third-party retailers, so stepping up to the Max version may be more worth it if you can take advantage of one of those deals. Both sets of AirPods often see solid discounts, so it is always worth seeking the best price using our Deals roundup.
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On this episode of The MacRumors Show, we discuss the latest leaks about the next-generation iPad Pro, MacBook Pro, Studio Display, and Vision Pro.


Earlier this week, an apparent unboxing video of an updated ‌iPad Pro‌ with the M5 chip was shared online. The same YouTube account leaked the 14-inch ‌MacBook Pro‌ with the M4 chip before it was announced by Apple last year. The new ‌iPad Pro‌ does not have any noticeable external design changes compared to the current models with the M4 chip, with the chip being the only difference.

Meanwhile, documents leaked from the U.S. Federal Communications Commission (FCC) reveal the next-generation ‌iPad Pro‌, ‌MacBook Pro‌, and Vision Pro are imminent. Bloomberg's Mark Gurman also recently detailed Apple's plan to release two new external monitors either later this year or in early 2026.

Gurman this week revealed that Apple has stopped work on a cheaper, lighter version of the $3,499 Vision Pro. There were rumors that Apple was developing a a much lighter, more affordable "Vision Air" for launch in 2027, but Apple is now apparently transitioning engineers from that project to its smart glasses project to compete with Meta. Last year, The Information reported that suspended its work on the true second-generation Vision Pro. This means that the only new Vision product in the pipeline is the impending refresh of the existing product to upgrade to the M5 chip.

We discuss the wave of product leaks and our expectations for the new releases, as well as the implications of Apple seemingly halting work on new Vision headsets. The MacRumors Show has its own YouTube channel, so make sure you're subscribed to keep up with new episodes and clips.



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The first reviews of the iPhone 17 Pro and iPhone 17 Pro Max have now been published by selected media outlets and YouTube channels, offering a closer look at the device ahead of Friday's launch.


The iPhone 17 Pro models feature one of the biggest design changes to the device in years, moving to an aluminum unibody frame and a full-width rear camera plateau. New color options include Silver, Deep Blue, and Cosmic Orange.

A completely new front-facing camera features an 18-megapixel square sensor, facilitating automatic rotation and Center Stage. There is also a 48-megapixel telephoto camera for the first time, enabling 4x and 8x optical zoom.

The A19 Pro chip enables better performance with Neural Accelerators. A vapor chamber cooling system is built-in for even better heat dissipation.

Other new features include noticeably longer battery life, an improved anti-reflective coating, Ceramic Shield 2, a brighter display, Genlock support, and more.

The two key advantages the Pro models have over the ultra-thin iPhone Air include roughly 20% to 40% longer battery life, and a Telephoto rear camera with 4x and 8x optical zoom. The devices also have an Ultra Wide camera, if you use it.

The iPhone 17 Pro and 17 Pro Max can be pre-ordered now. Below, we have rounded up some of the reviews.

Tom's Guide on the iPhone 17 Pro's battery life:

This results in a longer battery life for the iPhone 17 Pro according to our battery drain test, reaching a time of 15 hours and 32 minutes. That's a marked improvement over the iPhone 16 Pro’s average run of 14 hours and 7 minutes.

I'm also seeing solid all-day battery life with my real world use. Most of my time on the phone has been spent surfing the web, taking tons of photos with all its cameras, watching videos on YouTube, and getting in a few sessions with Diablo Immortal and Age of Origins throughout my day. I've made a point to not top off its battery during the day, only to find it at about 20% battery life by the end of the night.

CNET took a closer look at the new Telephoto camera:

I thought I'd notice the difference between 4x and 5x, but unless I had the phones side-by-side, I was unaware. The 17 Pro Max's telephoto images are brighter and have better details and resolution than ones from the 16 Pro, which is likely the result of the larger sensor.

And similar to the wizardry Apple uses to make 2x photos look good, the telephoto camera is able to achieve 8x images. Telephoto images at 4x taken under good lighting (like a nice sunny day) can stand toe-to-toe with images from the main camera. But when I took telephoto images in less than ideal lighting, the 4x images held up OK, whereas the 8x images had more noise and softness.

WIRED praised the improved thermals:

I played one of the most demanding games on the iPhone right now—Assassin's Creed Mirage—and performance was significantly smoother than when I played it on the iPhone 16 Pro last year. The iPhone 17 Pro still got hot, but the heat was spread out over the entire back of the phone, so it didn't feel as uncomfortable to hold while gaming (unlike the iPhone 17 and Air). I maxed out the graphical settings, and the frames per second were noticeably more stable, and I rarely saw stutters at all.

Engadget said the A19 Pro's Neural Accelerators make a meaningful difference to AI tasks:

I do want to commend Apple for the improved performance in Image Playground and Genmoji. It used to take ages for AI-generated pictures or emoji to appear (especially those based on a picture of someone in my photo album), but on the iPhone 17 Pro I was able to get several options in succession before things slowed down. Pictures where I opted to use ChatGPT’s more realistic styles took a lot longer, but by and large I saw a marked improvement in speed here. Those neural accelerators in the A19 Pro’s six-core GPU are certainly pulling their weight.

Videos

This article, "iPhone 17 Pro Reviews: Two Key Advantages Over iPhone Air" first appeared on MacRumors.com

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The new Apple Watch lineup is now available to pre-order. With more feature parity than ever before across the models, understanding the differences is more important ever before.


All three of the new Apple Watches feature the S10 chip, always-on displays, sleep score, and media playback, but there are still some significant differences between the two devices.

The Apple Watch SE is designed to be a low-cost option that still offers many of the Apple Watch features that have made the device so popular over the years, while the Apple Watch Series 11 offers a more feature-rich experience with additional health monitoring capabilities. The Apple Watch Ultra focuses on withstanding extreme environments, a high level of durability, extended battery life, and additional features to aid activities like diving and exploration.

With as little as $50 between the 46mm titanium Apple Watch Series 11 and the Apple Watch Ultra 3, some prospective customers will be weighing up whether it is worth spending a little extra to get the 49mm Ultra model. While there is a $400 difference between the GPS-only 42mm aluminum Apple Watch Series 11 and the Apple Watch Ultra, the high-end model offers a set of features to address specific challenges, so it may even be worth it for some of these buyers.

This guide outlines all of the differences between the ‌Apple Watch SE‌ 3, Apple Watch Series 11, and Apple Watch Ultra 3 to help you decide which is best for you.

Sizes and Weights

	‌Apple Watch SE‌ 3	Apple Watch Series 11	Apple Watch Ultra 3
Height	44mm (44mm case) 40mm (40mm case)	46mm (46mm case) 42mm (42mm case)	49mm
Width	38mm (44mm case) 34mm (40mm case)	39mm (46mm case) 36mm (42mm case)	44mm
Depth	10.7mm	9.7mm	12mm
Weight	32.9g (GPS, 44mm) 33.0g (GPS + Cellular, 44mm) 26.3g (GPS, 40mm) 26.4g (GPS + Cellular, 40mm)	37.8g (aluminum, GPS, 46mm) 36.9g (aluminum, GPS + Cellular, 46mm) 43.1g (titanium, 46mm) 30.3g (aluminum, GPS, 42mm) 29.7g (aluminum, GPS + Cellular, 42mm) 34.6g (titanium, 42mm)	61.6g (natural titanium) 61.8g (black titanium)

Designs

‌Apple Watch SE‌ 3	Apple Watch Series 11	Apple Watch Ultra 3
40mm or 44mm case size	42mm or 46mm case size	49mm case size
Anodized aluminum case	Anodized or polished aluminum and polished titanium casing options	Blasted titanium case
Curved display	Curved display with refractive edge	Flat display
		80% recycled steel in the speaker and Taptic Engine
	Apple Watch Hermès edition available	Apple Watch Hermès edition available
Available in Starlight and Midnight	Aluminum: Available in Rose Gold, Space Gray, and polished Jet Black	Titanium: Available in Natural, Gold, and Slate

Durability

‌Apple Watch SE‌ 3	Apple Watch Series 11	Apple Watch Ultra 3
Design based on Apple Watch Series 4	Design based on Apple Watch Series 10, including a thinner casing, more rounded edges, and a wider aspect ratio	Same design as previous Apple Watch Ultra models
Front crystal curves at edges onto shaped casing	Front crystal curves at edges onto shaped casing	Corrosion resistant case with raised edges to protect the flat sapphire front crystal
Nylon composite and sapphire crystal back	Metal and sapphire crystal back	Ceramic and sapphire crystal back
Water resistant up to 50m	Water resistant up to 50m	Water resistant up to 100m
		EN13319 certification
	Certified IP6X dust resistance	Certified IP6X dust resistance
		Tested to MIL-STD 810H

Displays

‌Apple Watch SE‌ 3	Apple Watch Series 11	Apple Watch Ultra 3
Up to 1,000 nits brightness	Up to 2,000 nits brightness	Up to 3,000 nits brightness
2 nits minimum brightness	1 nit minimum brightness	1 nit minimum brightness
OLED	Wide-angle OLED (up to 40% brighter when viewed at an angle)	Wide-angle OLED (up to 40% brighter when viewed at an angle)
LTPO	LTPO3 for faster refresh rate in always-on mode	LTPO3 for faster refresh rate in always-on mode

Health Features

‌Apple Watch SE‌ 3	Apple Watch Series 11	Apple Watch Ultra 3
Second-generation optical heart sensor	Third-generation optical heart sensor	Third-generation optical heart sensor
	Hypertension notifications	Hypertension notifications
	Electrical heart sensor	Electrical heart sensor
	ECG app	ECG app
	Blood Oxygen app	Blood Oxygen app

Battery Life and Charging

‌Apple Watch SE‌ 3	Apple Watch Series 11	Apple Watch Ultra 3
Up to 18-hour battery life	Up to 24-hour battery life	Up to 42-hour battery life
Up to 32 hours in Low Power Mode	Up to 38 hours in Low Power Mode	Up to 72 hours in Low Power Mode
Charge 0–80% in about 45 minutes; 15 minutes for up to 8 hours	Charge 0–80% in about 30 minutes; 15 minutes for up to 8 hours	Charge 0–80% in about 45 minutes; 15 minutes for up to 12 hours

Other Differences

‌Apple Watch SE‌ 3	Apple Watch Series 11	Apple Watch Ultra 3
		Customizable Action button
		Night Mode for low-visibility conditions
		Exclusive Wayfinder and Modular Ultra faces
Swim	Swim, snorkel	Swim, snorkel, scuba, high-speed water sports
	Depth gauge to 6m	Depth gauge to 40m
	Water temperature sensor	Water temperature sensor
	Second-generation Ultra Wideband chip	Second-generation Ultra Wideband chip
Find iPhone	Precision Finding for ‌iPhone‌	Precision Finding for ‌iPhone‌
GPS (L1)	GPS (L1)	Precision dual-frequency GPS (L1 and L5)
Always-on altimeter	Always-on altimeter	Always-on altimeter with expanded operating range from –500m to 9000m
		Satellite connectivity
		Emergency SOS via satellite
Single microphone with voice isolation	Single microphone with voice isolation	Three-microphone array with beamforming and wind noise mitigation
Single speaker	Single speaker	Dual speakers
		86-decibel Siren to attract attention

Prices

	‌Apple Watch SE‌ 3	Apple Watch Series 11 (Aluminum)	Apple Watch Series 11 (Titanium)	Apple Watch Ultra 3
GPS	$249 (40mm) $279 (44mm)	$399 (42mm) $429 (46mm)
GPS + Cellular	$299 (40mm) $329 (44mm)	$499 (42mm) $529 (46mm)	$699 (42mm) $749 (46mm)	$799

Which One Should You Choose?

SE 3 vs. Series 11

The Apple Watch Series 11 is a minor improvement over the previous Series 10 model, offering a 5G connectivity and longer battery life. Yet compared to the ‌Apple Watch SE‌ 3, the Apple Watch Series 11 is a noticeably more feature-rich device with advanced capabilities.

With its larger display, additional health monitoring features, and range of colors and finishes, the Apple Watch Series 11 will be the model of choice for those who want more out of their smartwatch. If you feel that the added health monitoring features or longer battery life would be particularly beneficial to you, or simply like a specific casing and color combination not available with the ‌Apple Watch SE‌ 3, the Apple Watch Series 11 will be the best model for you.

If you are on a budget and are not particularly attracted to the additional features of the Series 11, the ‌Apple Watch SE‌ 3 is still a compelling option. As it shares many key features with the Apple Watch Series 11, many customers will be happy choosing the more inexpensive model, unless you particularly value features such as the larger display or advanced health monitoring and can justify the added cost.

The ‌Apple Watch SE‌ 3 is an ideal device for kids and senior citizens who do not have an ‌iPhone‌ thanks to Family Setup, but it is also the go-to model for most customers who are new to the Apple Watch and those who are upgrading from an older device due to its competitive pricing and generous feature set, allowing users to get a balanced Apple Watch experience at a low price.

Series 11 vs. Ultra 3

The Apple Watch Ultra offers specific capabilities to address the requirements of those who need their Apple Watch to provide assistance in challenging environments. If you need a more durable Apple Watch with features like a brighter display, louder speakers, a more reliable GPS, better water resistance, and more, the Apple Watch Ultra is undoubtedly the best choice. The Apple Watch Ultra is clearly better equipped to handle tasks like hiking, diving, and navigation.

The Apple Watch Ultra is also biggest and most feature-rich Apple Watch option available, not to mention that it offers the first true redesign of the device since its introduction in 2015. For technology enthusiasts, Apple Watch Ultra represents a way to get a new Apple Watch experience with top specifications in several key areas. Features like longer battery life, a brighter display, and the Action button are also highly accessible, and will be beneficial to all users. As such, some customers may still be inclined to choose the Apple Watch Ultra 3 over the Apple Watch Series 11, even if they do not need it for use in challenging environments.

As the largest Apple Watch model to date, the size of the Apple Watch Ultra will not be for everyone. If you already prefer the 41mm or 42mm Apple Watch casing size, the Apple Watch Ultra may be far too large for you. If in doubt, it may be worth heading to an Apple Store and trying on the Apple Watch Ultra in person to get to grips with the size and determine if it is too big and bulky for you.

Similarly, the Apple Watch Ultra's look may not appeal to some buyers. If you prefer the idea of a polished finish and are looking for a more fashion-focused smartwatch that pairs well with premium bands, the more aggressive, rugged design of the Apple Watch Ultra may not be for you.

If the Apple Watch Ultra is out of your price range but you still want to use your Apple Watch in challenging environments, it is worth bearing in mind that the Series 11 still offers a durable design with a strong front crystal, water resistance, and many of the Apple Watch Ultra's software features like waypoint marking.

The Apple Watch Ultra 3 has a lot to offer, especially for the subset of users who can take advantage of all of its capabilities, so it is certainly worth considering when purchasing a new model, but the Apple Watch Series 11 is still a compelling all-around option that comes in at a lower price point with a subtler design.
This article, "Buyer's Guide: Apple Watch SE 3, Series 11, or Ultra 3? 45+ Differences Compared" first appeared on MacRumors.com

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Apple's four new iPhones launch later this month, with more differences between the latest models than ever before.


Instead of the familiar split between standard and Pro models, Apple has introduced the new iPhone Air, expanded the feature gap between tiers, and refined each model to serve a clearer audience. The result is a four-device family that ranges from the affordable and practical iPhone 17 to the feature-packed iPhone 17 Pro Max, with distinct trade-offs in size, materials, camera hardware, and battery life along the way. All models share Apple's latest A19 chip platform, meaning performance is fairly consistent across the board, but their designs, display sizes, and camera features are more specialized than ever before.

This guide offers a detailed look at every difference—dimensions, design, cameras, battery life, and pricing—so you can make an informed choice. Whether you prioritize design, photography, or battery life, this year's iPhones are no longer one-size-fits-all devices, and understanding the lineup is key to choosing the best model for you and your budget.

Sizes and Weights

	‌iPhone 17‌	‌iPhone‌ Air	‌iPhone 17 Pro‌	‌iPhone 17 Pro‌ Max
Height	5.89 inches (149.6 mm)	6.15 inches (156.2 mm)	5.91 inches (150.0 mm)	6.43 inches (163.4 mm)
Width	2.81 inches (71.5 mm)	2.94 inches (74.7 mm)	2.83 inches (71.9 mm)	3.07 inches (78.0 mm)
Depth	0.31 inches (7.95 mm)	0.22 inches (5.64 mm)	0.34 inches (8.75 mm)	0.34 inches (8.75 mm)
Weight	6.24 ounces (177 grams)	5.82 ounces (165 grams)	7.27 ounces (206 grams)	8.22 ounces (233 grams)

Designs

‌iPhone 17‌	‌iPhone‌ Air	‌iPhone 17 Pro‌	‌iPhone 17 Pro‌ Max
Anodized aluminum frame	Polished titanium frame	Anodized aluminum unibody	Anodized aluminum unibody
	Camera plateau	Camera plateau	Camera plateau
Ceramic Shield front	Ceramic Shield front and back	Ceramic Shield front and back	Ceramic Shield front and back
6.3-inch display	6.5-inch display	6.3-inch display	6.9-inch display
Available in White, Black, Mist Blue, Sage, and Lavender	Available in Cloud White, Space Black, Sky Blue, and Light Gold	Available in Silver, Deep Blue, and Cosmic Orange	Available in Silver, Deep Blue, and Cosmic Orange

Battery Life and Charging

‌iPhone 17‌	‌iPhone‌ Air	‌iPhone 17 Pro‌	‌iPhone 17 Pro‌ Max
3,692 mAh battery	3,149 mAh battery	4,252 mAh battery	5,088 mAh battery
Up to 30-hour battery life	Up to 27-hour battery life	Up to 33-hour battery life	Up to 39-hour battery life
MagSafe wireless charging up to 25W	‌MagSafe‌ wireless charging up to 20W	‌MagSafe‌ wireless charging up to 25W	‌MagSafe‌ wireless charging up to 25W
Up to 50% charge in 20 minutes with 40W adapter or higher	Up to 50% charge in 30 minutes with 20W adapter or higher, or 30W adapter or higher paired with ‌MagSafe‌ Charger	Up to 50% charge in 20 minutes with 40W adapter or higher	Up to 50% charge in 20 minutes with 40W adapter or higher

Camera Hardware

‌iPhone 17‌	‌iPhone‌ Air	‌iPhone 17 Pro‌	‌iPhone 17 Pro‌ Max
Dual rear cameras	Single rear camera	Triple rear cameras	Triple rear cameras
48-megapixel ultra wide camera		48-megapixel ultra wide camera	48-megapixel ultra wide camera
		48-megapixel telephoto camera	48-megapixel telephoto camera
0.5x, 1x, and 2x optical zoom options	1x and 2x optical zoom options	0.5x, 1x, 2x, 4x, and 8x optical zoom options	0.5x, 1x, 2x, 4x, and 8x optical zoom options
		LiDAR Scanner	LiDAR Scanner
True Tone flash	True Tone flash	Adaptive True Tone flash	Adaptive True Tone flash

Camera Features

‌iPhone 17‌	‌iPhone‌ Air	‌iPhone 17 Pro‌	‌iPhone 17 Pro‌ Max
Macro photography		Macro photography	Macro photography
Spatial photos		Spatial photos	Spatial photos
		ProRAW	ProRAW
Cinematic mode		Cinematic mode	Cinematic mode
		ProRes video recording	ProRes video recording
		ProRes RAW	ProRes RAW
		Academy Color Encoding System	Academy Color Encoding System
		Apple Log 2 video recording	Apple Log 2 video recording
		Genlock support	Genlock support
Macro video recording, including slo‑mo and time‑lapse		Macro video recording, including slo‑mo and time‑lapse	Macro video recording, including slo‑mo and time‑lapse
Slo‑mo video support up to 1080p at 240 fps	Slo‑mo video support up to 1080p at 240 fps	Slo‑mo video support for 1080p up to 240 fps and 4K Dolby Vision up to 120 fps	Slo‑mo video support for 1080p up to 240 fps and 4K Dolby Vision up to 120 fps

Other Differences

‌iPhone 17‌	‌iPhone‌ Air	‌iPhone 17 Pro‌	‌iPhone 17 Pro‌ Max
A19 chip	A19 Pro chip	A19 Pro chip	A19 Pro chip
5-core GPU	5-core GPU	6-core GPU	6-core GPU
8GB memory	12GB memory	12GB memory	12GB memory
Stereo speakers	Mono speaker	Stereo speakers	Stereo speakers
		Studio-quality four-mic array	Studio-quality four-mic array
USB-C (USB 2)	USB-C (USB 2)	USB-C (USB 3 for up to 20x faster transfers)	USB-C (USB 3 for up to 20x faster transfers)
256GB or 512GB storage	256GB, 512GB, or 1TB storage	256GB, 512GB, or 1TB storage	256GB, 512GB, 1TB, or 2TB storage

Pricing

	256GB	512GB	1TB	2TB
‌iPhone 17‌	$799	$999
‌iPhone‌ Air	$999	$1,199	$1,399
‌iPhone 17 Pro‌	$1,099	$1,299	$1,499
‌iPhone 17 Pro‌ Max	$1,199	$1,399	$1,599	$1,999

Which One Should You Choose?

Apple's latest ‌iPhone‌ lineup is more segmented than ever, with clear distinctions in size, design, and hardware to suit different needs. All four models share the same core performance, so your choice comes down to priorities like design, camera versatility, and price.

• iPhone 17: Best for those who need a good, practical all-round ‌iPhone‌ at an affordable price.


• iPhone Air: Best for those who want the thinnest and lightest ‌iPhone‌ in a groundbreaking new premium design with a medium-sized display, but are willing to accept noticeable compromises on camera features, battery life, charging speed, and speakers.


• iPhone 17 Pro: Best for those who want the versatile new 48-megapixel telephoto camera and a large range of additional camera features and hardware in a smaller package, along with better mics and faster USB speeds.


• iPhone 17 Pro Max: Best for "pro" users who need the rich feature set of the ‌iPhone 17 Pro‌, but with the largest possible display, battery life, and storage.

The ‌iPhone 17‌ should be the default option for most users, with the ability to move up to the Air as a design-led option, the Pro as a creator-focused device, and the Pro Max delivering everything in the largest format.

Pre-orders of the new ‌iPhone‌ lineup open on Friday, September 12, with launch on Friday, September 19.

This article, "Buyer's Guide: iPhone 17, Air, Pro, or Pro Max? 40 Differences Compared" first appeared on MacRumors.com

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