MacRumors

clips iphoneAmong announcements of a new 9.7-inch iPad and red iPhone 7, Apple today has unveiled a new first-party video creation app called "Clips." According to the company, with Clips users will be able to "create expressive videos" with ease on both an iPhone and iPad.

The app lets users combine videos, images, and music into one seamless video that can then be shared through iMessages, and on other social media platforms like Facebook and Instagram.

Users will be able to create animated captions called "Live Titles" using only their voice, and apply effects including comic book filters, speech bubbles, shapes and full-screen animated posters.

“Clips gives iPhone and iPad users a new way to express themselves through video, and it’s incredibly easy to use,” said Susan Prescott, Apple’s vice president of Apps Product Marketing. “The effects, filters and amazing new Live Titles we’ve designed for Clips let anyone make great-looking, easily sharable videos with just a few taps.”

Users can record content directly within Clips, or add in video and photos from the Photo Album. Clips isn't out just yet, but users will be able to get their hands on Apple's new app beginning this April on iOS devices running iOS 10.3.

Last summer, it was rumored that Apple was working on a new video-sharing social network app which would include shooting, editing, and uploading videos "in less than one minute." With today's reveal of Clips, it appears that Apple decided to nix the social network side of that app and focus instead on tools to fuel user creativity that can be shared elsewhere.

Apple today announced that its Swift Playgrounds app for iPad is now available in five additional languages, including Simplified Chinese, Japanese, French, German, and Latin American Spanish. The app, which was introduced at WWDC 2016, was previously only available in English.

Swift Playgrounds
Swift Playgrounds is an iPad app aimed at teaching both children and adults how to code through simple interactive coding exercises. It's meant to make learning to code "easy and fun" for everyone.

Swift Playgrounds is free on the App Store [Direct Link] for the iPad Pro, iPad Air and later, iPad mini 2 and later, and the new 9.7-inch iPad.

Apple today announced it is launching a special edition (PRODUCT)RED iPhone 7 and iPhone 7 Plus on Friday, March 24.

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PRODUCT(RED) models will be available in 128GB and 256GB storage capacities for the same $749/$849 and $869/$969 prices as the equivalent iPhone 7 and iPhone 7 Plus models in standard colors. The anodized aluminum's vibrant red finish is complemented by a white Apple logo and white front bezels.

Apple says the model is in recognition of more than 10 years of partnership between Apple and (RED), which it says gives customers a way to contribute to the Global Fund and "bring the world a step closer to an AIDS-free generation."

“Since we began working with (RED) 10 years ago, our customers have made a significant impact in fighting the spread of AIDS through the purchase of our products, from the original iPod nano (PRODUCT)RED Special Edition all the way to today's lineup of Beats products and accessories for iPhone, iPad and Apple Watch," said Tim Cook, Apple’s CEO. "The introduction of this special edition iPhone in a gorgeous red finish is our biggest (PRODUCT)RED offering to date in celebration of our partnership with (RED), and we can’t wait to get it into customers' hands."

The special edition iPhone joins the current (PRODUCT)RED lineup, which is available to purchase year-round, including the full iPod line of products, Beats Solo3 Wireless On-Ear Headphones, Beats Pill+ Portable Speaker, the iPhone 7 Smart Battery Case, and a range of accessories for iPhone, iPad, and Apple Watch.

The new (PRODUCT)RED iPhone will be available to order on Apple's website, at Apple Stores, and at select authorized resellers and carriers. Apple says the new model will begin shipping to customers by the end of March in the United States and more than 40 countries and regions around the world.

The other countries will include Australia, Belgium, Canada, China, France, Germany, Hong Kong, Italy, Japan, Mexico, Netherlands, New Zealand, Russia, Singapore, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, UAE, and the UK. Brazil, Chile, Colombia, India, Turkey and other countries will follow in April.

Related Forum: iPhone

Apple today announced it is launching a new 9.7-inch iPad equipped with an A9 chip and a brighter Retina display to replace the iPad Air 2, which has been discontinued. The tablet, which Apple is simply calling "iPad," is Apple's new entry-level model at the 9.7-inch size, starting at $329 for 32GB and $429 for 128GB.

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The new 9.7-inch iPad is similar in many ways to the iPad Air 2, which had an A8X chip and started at $399, but slightly thicker and heavier with a faster A9 chip and a brighter Retina display. Another difference is that the new 9.7-inch iPad does not have a fully laminated display or anti-reflective coating per its tech specs.

Beyond the A9 chip, those specs include a 9.7-inch screen with 2,048‑by‑1,536 resolution and 264 PPI, 8-megapixel rear-facing iSight camera, 1.2-megapixel front-facing FaceTime camera, two speakers, Lightning connector, 3.5mm headphone jack, Touch ID with Apple Pay, Wi-Fi 802.11ac, and Bluetooth 4.2.

“iPad is the world’s most popular tablet. Customers love the large, 9.7-inch display for everything from watching TV and movies, to surfing the web, making FaceTime calls, and enjoying photos, and now it is even more affordable,” said Philip Schiller, Apple’s senior vice president of Worldwide Marketing. “New customers and anyone looking to upgrade will love this new iPad for use at home, in school, and for work, with its gorgeous Retina display, our powerful A9 chip, and access to the more than 1.3 million apps designed specifically for it.”

Given its price point, the tablet lacks most iPad Pro features, including a True Tone display with a wide P3 color gamut, Smart Connector, Apple Pencil and Smart Keyboard support, 4K HD video recording, LTE Advanced, Live Photos, True Tone flash, and four-speaker audio.

The new 9.7-inch iPad is available to order beginning Friday, March 24 from Apple.com, and starts delivering to customers and arriving next week in Apple Stores, through select carriers, and at Apple Authorized Resellers in the United States and more than 20 countries and regions.

Namely, the March 24 launch will also include Australia, Canada, China, France, Germany, Hong Kong, Italy, Japan, Netherlands, Spain, Sweden, Switzerland, and the United Kingdom. Denmark, India, Mexico, Norway, Russia, Turkey, and other countries will follow in April. Brazil and Taiwan, among others, will follow in May.

This low-cost 9.7-inch iPad was accurately rumored by KGI Securities analyst Ming-Chi Kuo in August 2016.

Related Roundup: iPad
Buyer's Guide: iPad (Buy Now)
Related Forum: iPad

Apple today announced that the iPad mini 4 now offers more capacity for the same price. The 128GB model with Wi-Fi now starts at $399, which was previously the price for the 32GB model with Wi-Fi, which has been discontinued. A cellular model with 128GB of storage is also available for $529.

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Apple has also introduced a new low-cost 9.7-inch iPad and discontinued the iPad mini 2 as part of its tablet lineup refresh. Japanese website Mac Otakara had claimed that Apple would release a 7.9-inch iPad Pro, but other analysts had disagreed, and it turns out the rumor was indeed incorrect, at least for now.

The newly priced iPad mini 4 is available now on Apple.com in Silver, Gold, and Space Gray with next-day shipping.

Related Roundup: iPad mini
Buyer's Guide: iPad Mini (Buy Now)
Related Forum: iPad

Chinese phone dealer and ecommerce site Taobao has posted a teasing picture to a Weibo account that suggests a red color option could be appearing imminently for the iPhone 7 and/or iPhone 7 Plus.

As spotted by French tech blog igen.fr, the image very clearly plays on the possibility, with red dots like marching ants outlining a blank handset among a throng of iPhone 7 Plus devices and the word "Ready?" underneath with the letters r, e, and d highlighted in red.

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Japanese blog Mac Otakara has claimed Apple will host a March event to debut its new iPad Pro lineup, an iPhone SE with 128GB storage, new Apple Watch bands, and a red color option for iPhone 7 and iPhone 7 Plus. While an event now looks unlikely, it's possible the red color could appear alongside other new products when Apple's online store comes back up within the next couple of hours.

(Thanks, Anna!)

Related Forum: iPhone

Seal of the United States Department of Homeland SecurityThe Department of Homeland of Security today announced new carry-on restrictions that prevent U.S.-bound passengers from eight Middle Eastern countries from carrying personal electronic devices larger than a smartphone in the passenger cabin.

The TSA order, which does not have a stated end date, covers laptops, tablets, e-readers, cameras, portable DVD players, and handheld gaming devices larger than a smartphone. According to the "emergency amendment", such forbidden devices must be stowed in checked baggage.

The list of Muslim-majority countries includes Jordan, Qatar, Kuwait, Morocco, United Arab Emirates, Saudi Arabia, and Turkey. The nine airlines impacted by the order are Royal Jordanian, EgyptAir, Turkish Airlines, Saudia, Kuwait Airways, Royal Air Maroc, Qatar Airways, Emirates and Ethiad Airways.

If the airlines fail to implement the changes within 96 hours, the Federal Aviation Authority could revoke their clearance certificates, which would ban them from flying into U.S. airspace. No U.S. airline is affected by the ban because none currently operates direct flights to and from the above destinations.

U.S. Administration aides declined to comment on any new or specific threats, but said the government had made the decision based on evaluated intelligence suggesting some terrorist organizations have considered using consumer electronics as a way to hide explosives and smuggle them onto passenger planes. It's not yet clear if or how this ruling relates to the Trump administration's revised travel ban, which is currently being challenged by U.S. courts.

The full airport ban list announced by the Department of Homeland Security includes: Queen Alia International Airport (AMM), Cairo International Airport (CAI), Ataturk International Airport (IST), King Abdul-Aziz International Airport (JED), King Khalid International Airport (RUH), Kuwait International Airport (KWI), Mohammed V Airport (CMN), Hamad International Airport (DOH), Dubai International Airport (DXB), and Abu Dhabi International Airport (AUH).

(Via Associated Press.)

Update: The U.K. is also reportedly placing an electronics device ban on some flights, suggesting the actions of both governments is in response to specific intelligence.

Note: Due to the political nature of the discussion regarding this topic, the discussion thread is located in our Politics, Religion, Social Issues forum. All forum members and site visitors are welcome to read and follow the thread, but posting is limited to forum members with at least 100 posts.

Shares in Apple supplier Taiwan Semiconductor (TSMC) hit an all-time high on Tuesday, coming on the back of record spikes in Apple's share price over the last rontew trading days.

TSMC share price rose to 195 New Taiwan Dollars, up NT$3.5 or 1.83 percent on the Taiwan Stock Exchange, breaking a previous record set in October 2016.

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Shares in other Apple parts suppliers in Asia also rallied on Tuesday, reported Nikkei Asian Review. Shares in optical lens manufacturer Largan Precision hit an all-time high and contract electronics maker Pegatron reached the highest level since last year. At one point, Foxconn reached NT$91.80, its highest level since 2016.

The rallies came as Apple's own share price hit another all-time high on Monday, reaching $141.46 at the end of trading, following indications that the company could make new product announcements on Tuesday. Rumors suggest Apple is planning updated 9.7-inch and 12.9-inch iPad Pro models, a 128GB iPhone SE, a red color option for iPhone 7 and iPhone 7 Plus, and new Apple Watch bands.

The gains have also been fed by speculation surrounding Apple's "iPhone 8", which is expected to launch in the fall, but could conceivably appear earlier. Several financial analysts have raised their price targets for Apple's stock to between $150 and $185, according to research notes obtained by MacRumors.

TSMC is also thought to be considering moving some of its chip manufacturing into the United States, according to sources, with a decision said to be coming specifically in the "first half of 2018", with upwards of $16 billion potentially being invested in getting the American plant up and running.

Tags: AAPL, TSMC

Tim Cook visited Beijing-based bike-sharing company ofo on Tuesday, according to Reuters. The Apple CEO has been in China since at least Saturday, when he gave a wide-ranging talk at the China Development Forum.

During his ofo stop, Cook met with founding members including CEO Dai Wei, and posed for pictures of him riding a yellow ofo bike.

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"Thanks for welcoming me today, ofo team! Great energy behind your mission to make commuting greener, more efficient and fun!" Cook said in his official Sina Weibo post, along with pictures of him riding an ofo bike.

The rivalry between China's bike sharing startups has been compared to the battle between Uber and local competitor Didi Chuxing. Last year, Apple poured a $1 billion investment into Didi Chuxing, earning it a seat on the company's board. At the time, Cook described the investment as "a chance to learn more about certain segments of the China market".

Ofo, which counts Didi Chuxing as an investor, confirmed that Cook made the company visit on Tuesday but said no discussions regarding collaboration or investment took place. The company has already raised $450 million this month, which saw its valuation pass the $1 billion mark for the first time.

Founded in 2014, ofo developed the world's first "non-docking" bike sharing platform operated by a mobile application, according to its site. Ofo and main rival Mobike are among a number of rapidly emerging bike-sharing services that allow users to find, unlock, and pay to rent trackable bicycles through smartphone apps, allowing younger consumers to get around congested roads and public transport.

Ofo operates 2.2 million bikes in 43 cities in China, with pilot schemes in Singapore, London, and California.

Tag: China

Apple's online store has been taken offline for a scheduled "maintenance" break between midnight and 5:30 a.m. Pacific Time. The extended downtime is fueling hopes that fresh hardware will be available when the store is brought back online, as has been the case many times in the past.

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Apple traditionally invites the media to Special Events to unveil new products, but it does not have one planned for today. Accordingly, any additions or changes to Apple's online store today are likely to be minor, and a press release would be an appropriate medium for sharing the announcements.

Lending credence to this theory is that 5:30 a.m. Pacific Time happens to be exactly when Apple typically distributes press releases.

Rumors suggest Apple is planning updated 9.7-inch and 12.9-inch iPad Pro models, a 128GB iPhone SE, a red color option for iPhone 7 and iPhone 7 Plus, and new Apple Watch bands, all of which could be minor enough to simply be added to Apple's online store and announced with press releases.

Less likely to be announced today is a rumored 10.5-inch iPad Pro sporting a narrow bezel design, which seems too significant to be unveiled without an Apple event. If so, the 10.5-inch iPad Pro could be introduced at an upcoming Spring event, WWDC 2017, or possibly even later.

One rumor said Apple would host an event in March, but that appears increasingly unlikely at this point. Apple has yet to invite the media to said event, and there are only ten days remaining in the month. A subsequent report said Apple will host an event in April, coinciding with the opening of its new Apple Park campus.

Apple's online store has gone down roughly six hours before many of its recent Special Events, while today's maintenance break is scheduled to last five and a half hours. Apple said its online store will be "updated" during this time, suggesting that at least something new might be coming today.

So-called "maintenance" really could just be maintenance, but the classic "We've got something special in store for you" placeholder notice on the site suggests something more. We'll know for sure in just a matter of hours, so keep checking back.

Developer Gabriel O'Flaherty-Chan recently shared a project where he managed to get a Game Boy emulator he dubbed "Giovanni" running on the second-generation Apple Watch, allowing it to play Game Boy and Game Boy Color games.

According to O'Flaherty-Chan, it was a challenge finding the right balance "between framerate and performance," but he says the end result is a "surprisingly usable emulator." In GIFs shared in a blog post, the Apple Watch is displayed running Pokémon Yellow.

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The Giovanni emulator, named after the villain in Pokémon Yellow, was built using open source code from Gambatte, an existing iOS emulator. It uses the Digital Crown and gestures for control purposes.

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By allowing the user to pan on screen for directions, rotate the Digital Crown for up and down, and tap the screen for A, I was able to eliminate buttons until I was left with Select, Start, and B.

Touching the screen for movement isn't a great interaction, but being able to use the Crown worked out a lot better than originally anticipated. Scrolling through a list of options is basically what the Crown was made for, and if the framerate was even slightly higher, the interaction could almost be better than a hardware D-pad.

As Ars Technica points out, Giovanni is not something you should expect to see in the App Store -- it's more of a proof of concept than anything else. Apple does not allow emulators on the App Store, and O'Flaherty-Chan himself says it is afflicted with bugs due to the "constraints of watchOS," including the lack of support for OpenGL and Metal.

The Giovanni source code is, however, available on Github for anyone to download, and the blog post behind the creation of Giovanni is worth reading for anyone interested in the development process.

Tags: Emulator, Hack

drakemorelifeDrake's new More Life album was streamed 89.9 million times during its first 24 hours on Apple Music, breaking single-day album streaming records for all music services, Apple told The Verge.

With 89.9 million streams on Apple Music during its first 24 hours of availability, More Life was significantly more popular on Apple's streaming service than on Spotify, where it was streamed 61.3 million times. The 61.3 million number was also a record for Spotify.

Apple Music has far fewer users than Spotify, hitting 20 million subscribers in December of 2016. Spotify recently announced that it has 50 million paying subscribers, but when counting those who listen to the company's free tier, Spotify has over 100 million subscribers.

More Life, released on Saturday, also set records on Apple's Beats 1 radio service, marking the biggest Beats 1 show in its history.

More Life was not an Apple Music exclusive this time around, but Drake's previous album, Views, also set Apple Music records when it was released. Views was the first album to reach over 1 billion streams on Apple Music.

Redesigning an input device is a risky business. When Apple introduced its latest MacBooks, some users complained that the new butterfly mechanism in the keys was a turnoff. They criticized the keyboard for its lack of travel, and said the experience of typing was not much different to tapping on a touch screen. Other users felt okay with the change. Whichever side people fell on the debate, everyone could agree that how a keyboard actually feels beneath the fingers matters a great deal.

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With the lofree Bluetooth keyboard, the designers have tried to re-imagine the typing process in a more radical way, by recreating the experience of operating a traditional typewriter, but in an elegant retro-modern design. The desirability of such a product is in no doubt – lofree's Indiegogo campaign set out to raise $10,000 over 30 days, but has already garnered $364,443 from over 4,000 backers, with several weeks to spare. We got a hold of a finished unit to see if the lofree keyboard can live up to expectations.

➜ Click here to read more...

Tags: Lofree, Review

Apple's upcoming 2017 iPhone will feature a design that's similar to the original iPhone, according to industry analysts who spoke to Korean site ETNews [Google Translate].

The site says the iPhone will use a "water drop design" that's an homage to the original iPhone, with a rear curve that is both gentler and rounder than existing metal case edges.

Apple is said to be using a three-dimensional glass material on the back of the iPhone 8 to make it more closely resemble the deeper curves on the case of the original iPhone. It would, of course, be much larger than the first iPhone, with rumors suggesting a 5.8-inch display, and it would undoubtedly be much thinner.

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The "3D glass case" is said to "make curves" around the top, bottom, left, and right edges of the iPhone, moving away from the less curved, flat back design that was introduced with the iPhone 4 and has been used in every iPhone up to the iPhone 7.

Apple used a curved aluminum and plastic design for the original iPhone and plastic alone for the iPhone 3G. Shape wise, the iPhone 8 is said to resemble the first iPhone, but it will use all glass, similar in design to the plastic used in the second iPhone.

While an original iPhone-style curved back is rumored to be included, ETNews agrees with existing display information and suggests the OLED screen of the iPhone 8 will be "relatively flat." It will not feature a dramatically curved edge like the Samsung Galaxy line.

There have been several mixed rumors about the curve of the iPhone 8's display due to difficulty interpreting details about what constitutes a curve, but information seems to be aggregating around a 2.5D design that features a similar curve to the existing iPhone 7. We expect the display, which is said to be edge-to-edge with no side bezels, to curve just slightly downward at the edges much like the cover glass of the iPhone 7.

Little has been said about the rear design of the 2017 iPhone, so there is no information to back up the claims shared by ETNews as of yet. Rumors do, however, suggest that it will indeed use an all-glass body, with Apple planning to move away from aluminum.

There has also been speculation that the 2017 iPhone will be celebrated and introduced as a 10th anniversary device, and in that light, an homage to the original iPhone makes some sense, but these design rumors should be viewed with some skepticism until confirmed by additional sources.

Tag: ETNews
Related Forum: iPhone

Apple today seeded the eighth beta of an upcoming macOS Sierra 10.12.4 update to developers and public beta testers, four days after seeding the seventh macOS Sierra 10.12.4 beta and two months after releasing macOS Sierra 10.12.3.

The eighth macOS Sierra 10.12.4 beta is available for download through the Apple Developer Center or the software update mechanism in the Mac App Store for those who have previously installed a beta.

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macOS Sierra 10.12.4 brings iOS's Night Shift mode to the Mac for the first time. First introduced on iOS devices with iOS 9.3, Night Shift is designed to gradually shift the display of a device from blue to yellow, cutting down on exposure to blue light. Blue light is said to disrupt the circadian rhythm and is believed to interrupt sleeping patterns.

Night Shift can be activated through the Displays section of System Preferences, where a setting to have it come on at sunset and turn off at sunrise is available. Night Shift can also be toggled on manually through the Notification Center or via Siri.


The 10.12.4 update focuses mainly on Night Shift, but also includes dictation support for Shanghainese, cricket scores for Siri, improved PDFKit APIs, and iCloud Analytics options.

Few outward-facing changes have been discovered in macOS Sierra 10.12.4 outside of the first beta, as Apple has been working on bug fixes and improvements ahead of a public release. With the eighth beta out and the short interval since the last seed, we are getting closer to the end of the beta testing period and are likely to see a public release soon.

Related Forum: macOS Sierra

Apple today seeded the seventh beta of an upcoming watchOS 3.2 update to developers for testing purposes, less than one week after seeding the sixth watchOS 3.2 beta and nearly two months after the release of watchOS 3.1.3, the current public version of the operating system.

The watchOS 3.2 beta can be downloaded through the dedicated Apple Watch app on the iPhone by going to General --> Software Update after installing the proper configuration profile on the iPhone. To install the update, the Apple Watch must have 50 percent battery, it must be placed on the charger, and it must be in range of the iPhone.


watchOS 3.2 requires an iPhone running iOS 10 to install and will only be available to developers. Apple does not make watchOS betas available to the public as there is no way to downgrade the software on an Apple Watch.

watchOS 3.2 includes a "Theater Mode" designed to let customers quickly mute the sound on the Apple Watch and disable Raise to Wake, preventing the screen from lighting up with arm movement.

Customers are still able to receive haptic feedback-based notifications, and information can be viewed by either tapping the screen or pressing down on the Digital Crown.

watchOS 3.2 also brings SiriKit to the Apple Watch, allowing customers to ask Siri to do things like send messages, send payments, book a ride, log a workout, make a call, or search through photos. SiriKit has been available on iOS devices since the release of iOS 10, but is new to the Apple Watch.

With seven betas now having been seeded to developers, we are likely close to a public release. watchOS 3.2 may see an official launch within the next few weeks.

Related Roundup: Apple Watch 10
Buyer's Guide: Apple Watch (Neutral)

Apple has updated its System Status page to indicate that its online store will be "updated and unavailable" due to "maintenance" tomorrow, Tuesday, March 21, between 3:00 a.m. and 8:30 a.m. Eastern Time.

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The timing of the downtime is notable given that Apple is rumored to launch new products as early as this week. Moreover, Apple commonly issues press releases at 8:30 a.m. Eastern Time, which is exactly when the so-called "maintenance" update is scheduled to be completed.

Last week, a well-known research firm that requested confidentiality told us that, based on their own sources, it expects Apple to announce new products later this month, most likely during this week.

The research firm did not say which products it expects Apple to announce, but rumors have widely suggested new iPad Pro models could be unveiled as early as this month, including updated 9.7-inch and 12.9-inch models and an all-new 10.5-inch iPad Pro, although the latter is less likely without an Apple event.

At this point, it remains unclear if the 10.5-inch iPad Pro is even ready, so its introduction could be delayed until a future Spring event or WWDC 2017. However, a press release would be appropriate for the more iterative updates expected for the 9.7-inch and 12.9-inch models, along with any other smaller announcements.

Given that it is already March 20, and that Apple usually invites the media to its launch events at least 10 days beforehand, an update to its online store accompanied by a press release is likely at this point if new products are imminent.

Japanese blog Mac Otakara said Apple will host a March event to debut its new iPad Pro lineup, an iPhone SE with 128GB storage, new Apple Watch bands, and a red color option for iPhone 7 and iPhone 7 Plus, but an event this month is looking increasingly unlikely with only 11 days remaining in March.

Apple recently redesigned its System Status page to provide more granular details about the statuses of its services, so there is no precedence for the page foreshadowing new product announcements this way. Accordingly, it is certainly possible that the downtime will indeed be related to maintenance and nothing else.

(Thanks, Nathan!)

Related Roundups: iPad, iPad Pro
Related Forum: iPad

It's been known that Apple has people working on augmented reality initiatives for future devices, which range from the technology's inclusion in a future version of the iPhone to separate "mixed reality" glasses. Today, a Bloomberg report has gathered all of the speculation surrounding Apple and AR together, while also providing some insight into a few lesser-known areas of Apple's AR project.

Apple's augmented reality team is said to combine "the strengths of its hardware and software veterans," along with new additions within the company, according to people familiar with Apple's plans. The team is run by Mike Rockwell, who came from Dolby, and also consists of Yury Petrov (formerly of Oculus), Avi Barzeev (formerly of HoloLens), Cody White (formerly of Amazon's VR project "Lumberyard"), Tomlinson Holman (formerly of Lucasfilm), and more.

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A concept image of what AR on future iPhones could look like.

The total scope of Apple's AR team is rounded out by many camera and optical lens engineers, as well as "people with experience in sourcing the raw materials for the glasses." Apple has even included talent from 3D animation company Weta Digital, which worked on films like Avatar and The Lord of the Rings. This team of individuals, along with AR advocate Tim Cook, see the new technology as a way for Apple "to dominate the next generation of gadgetry and keep people wedded to its ecosystem."

Apple has built a team combining the strengths of its hardware and software veterans with the expertise of talented outsiders, say the people, who requested anonymity to discuss internal strategy. Run by a former Dolby Laboratories executive, the group includes engineers who worked on the Oculus and HoloLens virtual reality headsets sold by Facebook and Microsoft as well as digital-effects wizards from Hollywood. Apple has also acquired several small firms with knowledge of AR hardware, 3D gaming and virtual reality software.

The separate glasses are said to still be "a ways off," but AR integrated iPhone devices could show up much sooner, said the inside sources. Bloomberg compared the AR glasses to the Apple Watch, mentioning that the technology would come with its own OS and likely be tethered to an iPhone to send images and content to the user while consuming a lot of power, forcing Apple to find a battery life solution that would fit in the wearable's small frame. In addition to battery problems, Apple will have to find a way to convince users to wear the glasses in the first place.

Explanations regarding the usefulness of AR on an iPhone remain scarce, but some feature details were also provided by Bloomberg today. The camera-specific abilities include ways for users to change the depth of an entire photo, or the depth of a specific object in the photo. In the past, Apple has cited interest in such technology, filing a patent for a digital camera with a refocusable imaging mode adapter that could be included in an iPhone. Former CEO Steve Jobs even met with a company, Lytro, who created the first light field camera.

Hundreds of engineers are now devoted to the cause, including some on the iPhone camera team who are working on AR-related features for the iPhone, according to one of the people. One of the features Apple is exploring is the ability to take a picture and then change the depth of the photograph or the depth of specific objects in the picture later; another would isolate an object in the image, such as a person's head, and allow it to be tilted 180 degrees. A different feature in development would use augmented reality to place virtual effects and objects on a person, much the way Snapchat works.

Apple is believed to be working on virtual reality technology, in addition to its interest in augmented reality, but with the success of apps like Pokémon Go the rumor cycle has taken to suggest that the company is betting more on AR. It's still unclear when a product including either piece of technology might launch. Recent concept images of the "iPhone 8" have taken a crack at visualizing AR features on an Apple smartphone, baking in "enhanced Siri" abilities and augmented reality directly into the user interface.

Although many companies continue to invest time and money into both AR and VR, data collected by a number of market research firms late last year suggested that sales for such devices were weakening amid consumer apathy, grown out of a lack of interesting content and expensive prices.