New Apple Watch Series 4 Ad Promotes the 'Freedom of Cellular'

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Apple today released a new Apple Watch Series 4 ad named "Flight" that promotes the "freedom of cellular."


Directed by Jonathan Glazer, the one-minute spot shows a woman running on a windy day when a gust suddenly elevates her into the clouds, where she dances freely in the air before falling back into a lake surrounded by mountains. She then receives but declines a call on her Apple Watch Series 4.

Glazer, an award-winning British director, worked with World Champion air dancer Inka Tiitto to choreograph the performance and bring to life the feeling of freedom and weightless movement, according to Campaign.

The ad will premiere during the 2019 BRIT Awards tonight in the United Kingdom.

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Apple Mulling Preview of New Modular Mac Pro at WWDC in June

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Apple is considering previewing its upcoming redesigned Mac Pro at its developers conference this June, according to a new report by Bloomberg today.

Modular Mac Pro concept from Curved.de
Apple is working on a high-end high-throughput modular Mac Pro for its pro user base that will be easily upgradable and will feature components for the most system intensive tasks.

According to sources who spoke to well-connected Bloomberg journalist Mark Gurman, Apple has "internally weighed previewing a new version of the high-end Mac Pro" at this year's WWDC, although no firm decision appears to have been made.

According to executives Craig Federighi and Phil Schiller, Apple is committed to making the Mac Pro the highest-end desktop system able to accommodate VR and high-end cinema production. Apple has also put together a "Pro Workflow Team" to tailor the Mac Pro and other Apple products to its professional users.

The modular workstation is expected to ship alongside an upcoming Apple-branded pro display, which rumors suggest will be 31.6 inches with a 6K resolution and "outstanding picture quality" enabled through a new Mini LED-like backlighting design.

We still have no word on when in 2019 the Mac Pro is coming, but Apple did promise a 2019 launch date in early 2018. If it's anything like the last Mac Pro in 2013, we should indeed get further information at WWDC, which Apple is planning to hold from June 3 to June 7 in San Jose, California, based on permit filings uncovered by MacRumors.

Related Roundup: Mac Pro

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Apple Plans to Let Developers Release Universal Apps That Work Across iPhone, iPad, and Mac by 2021

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Apple aims to allow developers to release universal apps that work across iPhone, iPad, and Mac by 2021, according to a new report today by Bloomberg's Mark Gurman.

The ultimate goal of the multistep initiative, code-named "Marzipan," is by 2021 to help developers build an app once and have it work on the iPhone, iPad and Mac computers, said people familiar with the effort. That should spur the creation of new software, increasing the utility of the company’s gadgets.

According to Gurman, Apple plans to let developers port iPad apps to Mac using a new software development kit that the company will release as early as June at WWDC. Apple previewed the apps plan, without disclosing the road map, at its developers conference last year.

Apple typically previews the next major versions of its iOS and macOS operating systems at WWDC in June, with beta versions of each platform available to developers and public testers until September, so it's possible APIs for universal apps will begin rolling out in the pre-release software.

Developers will still need to submit separate versions of the app to Apple's iOS and Mac App Stores, but the new kit will mean they don't have to write the underlying software code twice, said the people familiar with the plan. In 2020, Apple plans to expand the kit so iPhone applications can be converted into Mac apps in the same way.

The "Marzipan" project is considered to be one of the biggest changes on Apple's roadmap, although Apple's plans are said to be "fluid" and could be altered, according to Gurman's sources.

When the idea of universal apps was first rumored in 2017, early speculation suggested that they were a harbinger of Apple's plans to create a unified operating system for all of its devices, but those rumors appear to have been unfounded. Apple has already said it won't combine iOS and macOS into a single operating system.

The work on universal apps aligns with Apple's preparations to start transitioning some Macs to its own chips as early as 2020. Apple's initiative, reportedly code named "Kalamata," is part of an effort to make Macs, iPhones, and iPads work more similarly and seamlessly together. Apple Macs currently use Intel chips but Apple already designs its own A-series chips found in iPhones and iPads.

Apple is planning to hold its annual software conference from June 3 to June 7 in San Jose, California, based on permit filings uncovered by MacRumors.

Tags: App Store, Bloomberg

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Leaked Renders Allegedly Reveal Samsung's Foldable Phone Hours Ahead of Launch Event

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Alleged leaked renders of Samsung's soon-to-be-unveiled foldable smartphone have emerged online ahead of the company's Unpacked product launch event on Wednesday.

Samsung has been teasing its upcoming "Galaxy Fold" phone for some time and demoed a prototype of the device back in November, but coming just hours before the company's launch event, these images via Slashleaks could be the real deal.


The Galaxy Fold features Samsung's new Infinity Flex display technology, and assuming no major changes since November, we can expect a device with a 7.3-inch display that can be folded in half, collapsing from a tablet size down to a 4.6-inch smartphone size.

Judging from the renders, the phone has a notch in the upper right corner of the display for the front-facing camera, and a dual-lens setup on the corresponding upper rear-side of the chassis.

Samsung is developing a new software platform for the device in partnership with Google, which is designed to support two UIs – one for when the device is open and one for when the device is closed – and will allow apps to orient into three possible layouts. A price tag as high as $1,800 was rumored for the phone in November, although Samsung may not have finalized costs at the time.


Following Samsung, Huawei and Xiaomi revealed that they too will launch folding smartphones, and there are plenty of signs Apple is looking into the possibility of a foldable iPhone. Apple has filed several patent applications related to folding phones that variously fold inward, outward, and both inward and outward.

Apple supplier LG Display is said to have created a dedicated task force to start developing a foldable OLED display for a future iPhone, while its sister company LG Innotek reportedly has a team developing a rigid flexible printed circuit board or (RFPCB) to go along with it.

Samsung's Galaxy Fold will officially debut at its February 20 event, where we can also expect the launch of the new Galaxy S10 smartphone lineup. Samsung's Unpacked event starts at 11.00 a.m. Pacific Time at the Bill Graham Civic Auditorium in San Francisco, California, with a simultaneous launch event to be held in London at 7.00 p.m. GMT.

Tags: Samsung, Galaxy Fold

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