The company’s latest ad isn’t about the iPhone. Technically, it’s about the Mac, but really, it’s about Apple and what the company wants you to think about what it stands for. And, it’s a reminder of a very different era for the company. The ad opens with the flicker of a cursor on a blank screen and a voice that sounds both familiar and true.

Apple Inc. and Alphabet Inc.’s Google were designated with so called strategic market status in the UK, exposing the US firm’s mobile ecosystems market to deeper scrutiny from the country’s antitrust watchdog.

Apple Inc. updated its top-of-the-line iPad Pro, Vision Pro headset and 14-inch MacBook Pro, rounding out a series of product refreshes ahead of the crucial holiday-shopping season.

Rumors hint that Apple will launch a foldable phone with the iPhone 18 late next year. It is trying to catch up to archrival Samsung.

OpenAI said today it has bought a company called Software Applications Inc., which is building an artificial intelligence-based natural language interface for Apple Inc.’s Mac computers.

The company is readying a revamped MacBook Pro with a touch display for late 2026 or early 2027, according to people with knowledge of the matter. The new machines, code-named K114 and K116, will also have thinner and lighter frames and run the M6 line of chips.

News of brisk sales of the iPhone 17 boosted Apple stock. So did Jim Cramer’s comments about the company’s strong brand and promising future.

The firm’s revised target reflects the company’s strong iPhone upgrade demand, double-digit growth in the Services segment, and new product momentum ahead of Apple Inc.

OpenAI has acquired Software Applications Inc., a startup building an AI-powered user interface for Mac desktops, part of a push by the ChatGPT maker to improve how artificial intelligence tools field tasks on a computer.

John Sculley, the former CEO of Apple Inc. (NASDAQ: AAPL), has identified OpenAI as major competitor to Apple in years. He also predicted that AI will lead to a shift to subscription-based business models.