apple

Apple TV has decided to swim against the current of all streaming platforms with a singular decision: not to put ads

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The common note among all streaming platforms, beyond catalog details, seems to be in the search for profit by raising cheaper rates in exchange for advertising interruptions. Apple, however, seems determined to differentiate itself, which can undoubtedly bring benefits at an economic and image level. Which is exactly what would benefit you the most at this moment. No ads. Eddy Cue, senior vice president of Apple Services, has confirmed in an interview with Screen International that the company has no plans to launch an Apple TV subscription with ads. The refusal is not indefinite, but at this time that is Apple’s decision. Cue states that “we will not include them for now. It is not a forever negative, but at the moment there are no plans”, and it comes in a context where practically all of its large competitors are expanding their advertising strategies, with more and more rates with ads. Because. He streaming has entered into something we could call his “advertising era“But Apple wants to differentiate itself from there: it believes that if it can maintain a competitive price, consumers will value not having their content interrupted by ads. It is a position that connects directly with the brand’s DNA: control over the user experience, frictionless design, and a commitment to the perception of premium value even if the price is not the highest on the market. It is the same philosophy that applies with Apple Musicwhich has never competed with free, ad-supported versions. What is coming. Apple’s decision takes on its true dimension when you look at what is happening in the rest of the industry. One of the next trends that is going to reach us are ads that fire even if the content is paused. At the moment, in the United States it is Peacock that is experimenting with this way of displaying ads, as well as Netflix in some territories. Disney+ has also shown interest in incorporating it into its catalog. That is to say, what is coming for the more immediate future are increasingly invasive ads, in the style of YouTube or Spotify on their cheaper accounts, and which undoubtedly revalue decisions like Apple’s. Prices: competitive but quality. AppleTV It currently costs 9.99 euros per month in Spainwhile in the United States the price has reached $12.99. At first glance, it might seem expensive compared to competitors’ basic plans. But this is where Apple has executed an interesting positioning maneuver: it does not compete in the low end of the market, but instead offers premium features at an intermediate price. The key is that all content is available in 4K HDR quality with spatial audio, at no additional cost and without advertising interruptions. But also, there are no steps, no temptation to “improve” the plan. You pay a single fee and access the full experience. It’s a radically simple model in a market that has become increasingly (unnecessarily) complicated. Comparison with other services. Apple’s tactic is evident: for 9.99 euros, Apple TV offers an experience equivalent to competing premium planswhich cost between 13.99 and 19.99 euros. It is not the cheapest option on the market (that happens with the ad-supported plans of Disney+, €5.99, or Netflix, €6.99) but it offers superior features at an average price: accessible enough to not seem exclusive, premium enough to justify the quality. What Apple TV offers. If we stay with the numbers, Apple TV loses by a landslide: just 226 titles in its catalog, a microscopic figure compared to Netflix’s 5,720, Prime Video’s 5,354, Disney+’s 2,461 or even HBO Max’s 2,300. according to recent calculations. It only makes sense if the catalog is measured by the quality of the content. While Netflix and Prime Video invest millions in producing and acquiring piece-rate content, Apple TV focuses on fewer productions, but ones that convey exclusivity. Although Apple is far from having series with the impact of ‘Stranger Things’, its biggest hits (‘Separation’, ‘Silo’, ‘F1’), convey that feeling of “there is no filler” that compensates for the smaller amount. The decision to dispense with advertisements for the moment moves along the same lines: to provide the viewer with something that no one else does, an experience of enjoying the series without interruptions or noise. Even if you have to pay something more (and even though the platform accounts they are not at their best). In Xataka | If the question is “where to watch all sports on a single platform”, one company wants to have the answer: Apple

The ecosystem is what keeps me at Apple. OPPO has proposed to burst it

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If the mountain does not go to Muhammad, Muhammad goes to the mountain. One of the reasons why I am an Apple user, it is because of its ecosystem. Although I have a second Android phone, there are two elements that continue to tie me to the apple: the Apple Watch (which seems irreplaceable to me) and AirDrop. The twist is that Android is turning that upside down, and OPPO with O+Connect has given me a slap of reality. If Apple is jealous about something, it is its ecosystem. Their devices work great with each other, but with Android/Windows they cut features or don’t work at all. In recent months, Chinese brands have set out to break that barrier, with Xiaomi and OPPO being the leaders when creating Android devices with “native” support of Apple devices. From OPPO they have already shown the AirPods working perfectly on an Android mobile and they have plans for the same thing to happen with the Apple Watch, and Xiaomi with HyperOS 3 allows you to use your iPad and Mac as floating windows. The theory is fine, but now I have seen first-hand that it works perfectly. And O+Connect is a missile to Apple’s AirDrop… which works even better than AirDrop. OPPO busting AirDrop OPPO has been arguing for a few years that we should be able to interconnect devices regardless of their brand and operating system. In 2022 they launched Connect to allow you to easily control and send files with Windows, but a few months ago announced the evolution: O+ Connect. This app was presented from the beginning as the tool for an OPPO device to communicate not only with a PC, but with a Mac and, also, with iOS devices. Translation: a way to transfer files between the two that emulates the operation of AirDrop. Due to technical issues, it is something that has been implemented in OPPO, OnePlus and Realme phones little by little with the latest system versionsand it basically works like this: On the iPhone/iPad, we download O+ Connect from the App Store. On the OPPO, OnePlus or Realme device, we choose the “Share” option and click on the “iPhone or PC” icon. Literally, the icon is an iPhone with its Dynamic Island and everything. The Android creates a Wi-Fi hotspot and, from the O+ Connect app, the iPhone detects that connection point. We send the files and they are transferred over that local connection. When the transfer is finished, which is very fast, the hotspot is automatically deactivated. Recently, I have had two cell phones from the group in my hands. First, the Realme GT8 Pro with which I went to China to take photosand a few days ago the OPPO Find X9 Pro for analysis. With both I have used this function a lot – a lot – to transfer photos to both the iPhone (from where I upload them to Instagram) and the iMac (because it also works on macOS), and the experience has been fantastic. I share a lot with AirDrop and it usually works well, but there are many times where either the transfer fails or it doesn’t set up in the first place, having to turn AirDrop off, turn it back on, and repeat the process. It’s a bit tedious, but my experience with both the OPPO and the Realme has been spectacular. Not a single mistake, good transfer speeds (even scrolling through very heavy photos and videos) and, in general, a very good experience. I think it’s not as fast as the native AirDrop feature, but set to burst the ecosystemI consider AirDrop and full support for AirPods to be very good touchstones. As I said at the beginning, that ecosystem is the only thing that keeps me in the apple brand, and the moment I can use my Apple Watch Series 10 on a mobile phone with the photographic capabilities of a Xiaomi 17 Profrom a Vivo X300 Pro or the OPPO Find X9 Pro itself, it is more than likely that I will return to Android as my main system. Images and photos | Xataka In Xataka | Macbook Pro M5, analysis: sometimes, the advances that are not seen are the great success of an excellent product

There was a time when HTC sold more phones than Apple and Samsung. The question is what happened next: Crossover 1×28

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In 2002 we still didn’t have smartphones, but I was lucky enough to see a preview of that future. I traveled to London with Microsoft and at that event the company presented the Orange SPVa big-headed and different mobile because it was based on Windows Mobile 2002. In it you could surf the Internet, write emails or listen to music, although in a limited way because neither the software nor the hardware were very competitive at that time. And yet, the vision was clear: everything was going toward those devices. What was surprising was not only that, but who manufactured that device was HTC. The Taiwanese firm was already beginning to be known for manufacturing devices for others, but it would soon end up launching into the smartphone market taking advantage of the push of Android. In 2011 its market share in the US became superior to Apple’s or Samsung, but after that achievement, the firm started making bad decisionsand other manufacturers joined in – especially from China – who began to make competition much more difficult. HTC never recovered from that and although it experimented with other segments like virtual realityfaded to a paper totally secondary in the technological field. We talk about all this in a new episode of Crossover in which we remember the great milestones of the company and that singular fall almost into oblivion. In Xataka | “It is a brutal economic effort, but we have to act now”: parents who are taking their children to schools without screens

Apple has a plan to fix Siri. One that aims to make Google even richer, according to Bloomberg

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Apple Intelligence was introduced in 2024 with great promises. The main one, a Siri completely renewedmuch more capable and versatile. As it turned out, what they showed was a fictitious demo and the new Siri was delayed until 2026. Apple has lost the AI ​​raceat least in the first round, but they already have a plan to recover. One that involves delivering 1 billion a year to Google, all while they continue developing their own model. The agreement. Account Mark Gurman at Bloomberg that Apple is about to close a deal with Google worth $1 billion a year. This will allow them to use Gemini’s AI model to power their Siri assistant, especially in the planning and summary functions, which are what allow the assistant to execute more complex tasks. Apple has been evaluating other competitors such as OpenAI and Anthropic, but has finally settled on Google’s Gemini. The new Siri is expected to arrive in spring of next yearalthough nothing is confirmed. Conditions. The agreement does not involve integrating Gemini as an assistant in iPhones, but rather it will be integrated into Siri and will also do so from Apple’s private servers. This will separate user data from Google’s infrastructure. Furthermore, Gurman says that they are not going to publicize the agreement as they did when Google became Safari’s default search engine; in this case it will be a “behind the scenes” agreement. Temporary solution. Apple does not plan to use Google’s model forever as they are developing their own language model in parallel. We don’t know much about what it will be like, just that it will have 1 billion parameters and they hope to have it ready next year. Apple sources believe that it will have a level of quality similar to that of the Gemini, but for now there is nothing to prove it. Taking into account Apple’s AI stumbles We would not be surprised if the promise of its own model ends up being diluted. Additionally, the company has lost at least three key AI executives because Zuckerberg signed them for his superintelligence team. China. The agreement has a problem and that is that Google services are banned in China, so the new Siri would arrive with modifications to comply with this restriction. It is said that heThe Chinese version could have its own models and a local filter developed by Alibaba. China is a key market for Apple and the latest results do not leave them in a good place. That the new Siri arrives “captured” in China could have more negative consequences. Images | Wikipedia In Xataka | Apple has lost the throne it held for a decade. And the Chinese brands no longer even let it be second

The offer has arrived for which I would consider buying an iPhone 16 instead of the new generation of Apple mobile phones

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He iPhone 17 has arrived with quite a few improvements and new features, so it was difficult to get interested in a iPhone 16 which has remained at too stable a price for quite some time. But things have changed with the new offer that it has received at Powerplanet, whose price finally breaks the barrier of approximately 800 or more euros that we see in other stores, remaining in this case for 699 euros. Of course, it is worth clarifying that it is his international version. The price could vary. We earn commission from these links An iPhone that finally drops in price He iPhone 16 It is still a good mobile phone although the new generation has certain new features or improvements thanks to the fact that it is a powerful model thanks to its A18 chipwhich also makes it compatible with Apple Intelligence. In addition, it is also ideal for those looking for a more compact format (6.1 inches) than that of the iPhone 17 (6.3 inches). It also has other interesting specifications such as its compatibility with Apple MagSafe —something that not all iPhones offer, like the iPhone 16e-, his IP68 certification with resistance to water and dust or its Camera Control button. On the other hand, it is also a good mobile phone for taking photographs, since on the front we find a 12 MP camera while on the back it incorporates a camera module that is made up of a 48 MP main sensor and a 12 MP ultra wide angle. You may also be interested Spigen Liquid Air Case Compatible with iPhone 16 – Matte Black The price could vary. We earn commission from these links Spigen Glas.tR EZ Fit Screen Protector for iPhone 16, iPhone 15, 2 Units, Easy Installation, High Definition, 9H Hardness The price could vary. We earn commission from these links Some of the links in this article are affiliated and may provide a benefit to Xataka. In case of non-availability, offers may vary. Images | Pedro Aznar in Applesfera, Apple In Xataka | Best iPhones. Which one to buy and recommended models based on budget, tastes and quality-price In Xataka | The best mobile phones, we have tested them and here are their analyzes

the five best offers on Apple watches from the MediaMarkt outlet

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Although MediaMarkt has an outlet area on its own website, it also sells many refurbished devices through eBay, and with the guarantee of the main store. Among all these offers there are many discounted Apple Watchesso in this article we are going to review the five best bargains. Apple Watch SE by 119 eurosone of Apple’s cheapest smartwatches, now at a better price. Apple Watch Series 8 by 194.65 eurosa good price for the watch from a few generations ago. Apple Watch Series 9 by 339.15 euroswith a more vibrant screen than in its previous generation. Apple Watch Series 10 by 379 eurosa gem for your GPS + LTE configuration. Apple Watch Ultra 2 by 549 eurosa much more affordable price than what it normally has new. Apple Watch SE If what we are looking for is an Apple smart watch and we don’t want to spend a lot of money, the Apple Watch SE (2nd generation) is for 119 euros in the MediaMarkt outlet found on eBay. It is a used model that works perfectly and that stands out mainly in its screen, which looks great even in broad daylight, in the finish and in its excellent rotating crown. Apple Watch SE (2023), GPS, 40mm The price could vary. We earn commission from these links Apple Watch Series 8 On the other hand, if what we want is a smartwatch from Apple’s main line, another of the models that have a very good price is the Apple Watch Series 8which is found by 194.65 euros. In this case, we are talking about a watch opened, unused (exhibition item) that has a perfect integration with the brand ecosystem and that offers a multitude of customization and metrics recording options. Apple Watch Series 8 (2022), GPS, 41mm The price could vary. We earn commission from these links Apple Watch Series 9 A generation leap later we find the Apple Watch Series 9a good watch in its 45mm configuration found around 339.15 euros. Again we are talking about a model opened, unused (exhibition item)which in this case improves screen brightness compared to its previous generation. It doesn’t vary in design, but it’s still premium and has an excellent rotating crown. Apple Watch Series 9 (2023), GPS, 45mm The price could vary. We earn commission from these links Apple Watch Series 10 With a slightly higher price, we find one of the best purchase options on this list: the Apple Watch Series 10whose offer price is 379 euros. It is a smart watch in good condition opened, unused (exhibition item) which comes with a larger screen and slimmer body over the Series 9, has improved fast charging and impeccable performance. Apple Watch Series 10 (2024), GPS + LTE, 46mm The price could vary. We earn commission from these links Apple Watch Ultra 2 He Apple Watch Ultra 2 It is currently one of Apple’s most expensive smartwatches (along with the Apple Watch Ultra 3) and you don’t usually find good discounts. However, MediaMarkt has it reconditioned for 549 eurosin state opened, unused (new item with damaged packaging). Its screen is excellent, the autonomy improves compared to its previous generation and in general terms it is the most complete. Apple Watch Ultra 2 (2024), GPS + Cellular, 49mm The price could vary. We earn commission from these links Some of the links in this article are affiliated and may provide a benefit to Xataka. In case of non-availability, offers may vary. Images | MediaMarkt and Compradicción (header), Apple In Xataka | The best smartwatches (2025): their analyzes and videos are here In Xataka | Best smartwatch in quality price. Which one to buy and 14 recommended smart watches

I just sent a WhatsApp audio from the Apple Watch. I only had to wait a decade

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That the Apple Watch did not have a native WhatsApp app was something incomprehensible, only comparable to the fact that The iPad didn’t have it either for fifteen years. We talk about smartwatch and the messaging app most popular in the world but, for some reason, it had not occurred to them until now. The wait is over and now I have tried WhatsApp on my Apple Watch SE. This is what it seemed to me. Testing WhatsApp on the Apple Watch First of all, the app works from Apple Watch Series 4 and with WatchOS version 10 or higher versions. If you meet the requirements, you can try it. You may not find WhatsApp on your watch, which is what happened to me, but don’t despair. All you have to do is go to the App Store from your iPhone and update WhatsApp. You will see the icon appear in the list of apps on the watch. You can see your most recent chats from your wrist By entering the app, you can see the most recent chats, although only the last twenty conversations are shown. Within the chats you can’t see the entire history either, but rather the most recent messages. The good thing is that you can see images, stickers and also allows you to react to messages. It is a very simple interface with basic functionsbut it gives us many more options when chatting. Before we could read and respond to messages only from notifications. At the moment we discarded a notice, the message disappeared and we could no longer do anything with it. Audios from the clock Until now I could read WhatsApp messages on my wrist (except for the ones that were very long), but what there was no way to do was listen to audios. The notification arrived, but it could not be reproduced and we had to go look for the cell phone. This has just changed and now, if you receive a voice message, you can play it directly on the watch. They can also be sent, although There is a “but”. Audios can be recorded, but there is a maximum The first thing I wanted to know was if it was possible to send audios and I was relieved to see that it was, but my joy was short-lived because It only lets you record ten seconds; If you are like me and usually send podcasts to your loved ones, you are going to have to continue using your mobile. Cannot speed up audio messages Ten seconds seems short to me, but it should be enough to send quick messages at specific moments. Furthermore, what is going to be more practical is the fact of being able to listen to the audios on the watch and here there seems to be no limit (I have been able to listen to audios of almost 3 minutes). However, it does not allow speed up message speedthe only thing it allows us to do is move forward or backward in 5-second jumps. The arrival of WhatsApp to the Apple Watch has been highly anticipated. So much so that even there were alternatives to be able to have more functionalities on the watch. The problem is that we have been late more than a decade in having too basic functions. I guess that’s good news. Images | Amparo Babiloni, Xataka In Xataka | Huawei Watch GT 6, analysis: without being perfect, it is the smartwatch that I am going to recommend the most this year

Apple is resisting the push for AI PCs because AI PCs have caused complete indifference

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On paper everything was the sea of ​​pretty. Copilot+ PCs wanted resurrect and reinvent the PC turning it into a device with which you can do much more with much less effort. There was a lot of talk about TOPS power, how AI would do a lot of things for us, and an argument that would boost sales. Do you know what? Its impact has been practically zero. For better or worse, the PC segment has not undergone major changes. Sales have not suddenly started to grow, nor have they plummeted. If the Copilot+ PCs wanted to boost sales, they certainly haven’t seemed to succeed. But at least they don’t seem to have had a negative impact either. Own elaboration. Data: IDC The arrival of AI features on PCs should theoretically have had an impact on PC sales by boosting them, but also theoretically on Mac sales, from which it should have stolen some share if AI had been an important argument. As we know, Apple has barely emphasized the AI ​​functions of its equipment. Although introduced Apple Intelligence in June 2024, it did so in a very limited way and almost a year and a half later its functions remain modest. Own elaboration. Data: Apple quarterly reports. The people keep buying Macbut not because of Apple Intelligence, but because they are just that, Mac. This has been noted throughout this period in which sales have remained relatively stable. The Mac is a lot of Mac The recent presentation of the MacBook Pro M5 could encourage sales towards the end of the year, but where Apple seems to have a winning horse is in the MacBook Air M4which has only been on the market for eight months and offers an enviable price-performance ratio. In the US, for example, you can get it right now for 800 dollars (without taxes). Here, for 949 euros. Few Windows laptops can compete with Apple’s offering, which is surprisingly balanced and has extraordinary room for maneuver thanks to its Apple M4 chip. When we tested the Acer Swift Go 14 AIFor example, we find a device that at 719 euros is undoubtedly cheaper and boasts 16 GB of RAM and 512 GB of SSD, but is inferior in its chip, the Qualcomm Snapdragon X Plus. In Geekbench single-core it is around 2,400 points, and in multi-core it is 10,500. The Apple M4 is around 3,600 and 15,000 points respectively. Acer’s, like other manufacturers selling PC Copilot+, is on paper a comparatively decent proposal, but still fails to impose that TOPS argument and AI functions. They are there and can help, but they are not a decisive argument at the moment, at least if we look at the sales of these devices. PC sales may pick up and boost in the short term, but if they do it will probably not be because of AI features, but for the simple reason that Official Windows 10 support has ended —although that has small print— and many users and companies may have decided to renew their IT infrastructure. However, the promise that AI was going to revolutionize our PCs remains just that: a promise. Apple seems like it can rest easy. And it must be, because this last quarter the Mac division has grown 13% in revenue compared to the same period of the previous year. Not bad. In Xataka | Microsoft is already thinking about what the computers of 2030 will be like and has come to a conclusion: touching is overrated Image | Wesson Wang

Discounts on Xiaomi and Apple mobile phones, an Android projector on sale and more in the last Hunting Bargains in October

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We return with a new Hunting Bargains loaded with offers on various types of products. Although this week we have seen many sales on mobile phones, many other devices have also received good discounts to end the month, and as a good preview of what is to come on the next Black Friday. In this article we are going to review what they are five of the best deals we’ve seen this week. Wanbo Mozart 1 Pro by 349 eurosan Android projector that comes with a powerful speaker system. Xiaomi 15T by 489 eurosa good price for one of the latest phones launched by Xiaomi. Samsung U8075F by 279 eurosa very reasonable price for this 43-inch TV. Honor 400 Pro by 494.10 euros with coupon, a great price for this mobile phone that comes with headphones and charger. iPhone Air by 1,129 eurosone of the best prices that Apple’s mobile phone has had to date. Wanbo Mozart 1 Pro PcComponentes is celebrating its Halloween campaign and has lowered the price of numerous devices. Among them, we have the Wanbo Mozart 1 Pro by 349 eurosa home projector with an elegant design whose most interesting point is that it comes with an operating system Androidwhich allows you to download apps from streaming platforms. It can be configured to have a projection of 55 to 120 inches, offers Full HD resolution and has a powerful speaker system that offers 16W audio power. The price could vary. We earn commission from these links Xiaomi 15T That Xiaomi lowers the price of its mobile phones when launching them on the market is already common, and fortunately weeks later they can be found even cheaper in supplier stores. Powerplanet, for example, has the Xiaomi 15T by 489 euros in its 256 GB configuration. It is a good mobile phone whose screen offers a 1.5K resolution and compatibility with Dolby Vision. Besides, Their cameras are signed by Leica. The price could vary. We earn commission from these links Samsung U8075F If you are looking for a good television and you don’t want to spend a lot of money, be careful because Amazon has the smart TV Samsung U8075F for only 279 euros. It is a television from its entry range that comes in this case with a 43-inch screen. It is compatible with HDR10+incorporates the Filmmaker mode to watch movies and series and works with both Alexa and Google Assistant. Samsung U8075F (43 inches) The price could vary. We earn commission from these links Honor 400 Pro Honor usually has very good offers in its official store; Most of the time, there are discounts, coupons and even packs – even a combo of all of this. It is the case of Honor 400 Pro which right now is found 494.10 euros and comes with Honor Headphones Pro headphones and a 100W Honor SuperCharge charger. He Honor 400 Pro It is a mid-range mobile that comes with 512 GB internal storageit has 100W fast charging and wireless charging and its main sensor is 200 MP. To access this offer, you must select the coupon that appears in the payment panel. If it does not appear, you can write directly by adding “ADTO10“. The price could vary. We earn commission from these links iPhone Air Although we have not yet found offers on the iPhone 17 – at least in the main supplier stores -, we cannot say the same for the iPhone Air. Apple’s mobile phone has received its second (and best) discount at Powerplanet, whose price has fallen to 1,129 euros. He iPhone Air It is the thinnest mobile phone that Apple has launched to date (0.56 cm), but that is not the only thing that stands out. Incorporates the A19 Pro chip (the same one that has the iPhone 17 Pro Max), comes with 256 GB of internal storage and has a good battery that offers, according to Apple, a autonomy of up to 27 hours video playback. The price could vary. We earn commission from these links Some of the links in this article are affiliated and may provide a benefit to Xataka. In case of non-availability, offers may vary. Images | Wanbo, Xiaomi, Samsung, Honor, Apple In Xataka | The best mobile phones (2025), we have tested them and here are their analyzes In Xataka | Best televisions in quality price. Which one to buy and seven recommended 4K smart TVs

OpenAI has purchased a software called Sky. And the loser in this equation is Apple

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OpenAI has bought Skyan AI application for macOS that had not even been released on the market. Behind them are Ari Weinstein and Conrad Kramer, the creators of Workflow, the automation app that Apple bought in 2017 and became Shortcuts. Why is it important. Three people with years of experience within Apple, a deep knowledge of macOS, and a unique understanding of automation have decided it was better to build outside than inside. And OpenAI has just signed them to integrate ChatGPT precisely into Apple’s operating system. The context. Sky promised to be exactly what Siri should be by 2025: An AI that floats above your desk. Who understands what you do. That sees the context of your screen. And that executes complex actions with a simple instruction in natural language. The vision of AI-assisted computing taken to the maximum. The founders of Software Applications Incorporatedthe company behind Sky, spent years within Apple after purchasing Workflow in 2017. They left in August 2023. 26 months later, OpenAI buys them. The entire cycle has lasted less than two years. That’s speed. That’s what happens when you have a clear vision and there aren’t a hundred committees holding you back. What has happened. Kim Beverettthe third co-founder, also came from Apple. Almost ten years working on Safari, WebKit, privacy, Messages, Mail, FaceTime, SharePlay. They are product people. People who understand macOS better than almost anyone on the planet. And this is not just any startup. It’s a startup founded by people who know the ins and outs of macOS intimately, who know exactly what it can do and how to do it. And they decided that it was better to do it outside of Apple than inside. Between the lines. OpenAI does not buy Sky for the technology. Buy Sky for the talent. The twelve team members join OpenAI to, according to ChatGPT’s vice president, accelerate “deep integration with macOS.” Apple trained these people, gave them access to their systems. Now OpenAI is going to use that knowledge to build exactly what Apple should be building. Apple has been promising for months that Siri is going to improve, that Apple Intelligence It’s the future. But beyond hardware increasingly specialized in local modelswe’ve only seen delays and a fairly muted value proposition so far. Meanwhile… OpenAI has launched Atlasyour browser with deep ChatGPT integration. Now buy Sky to bring that integration to all macOS. With people who know exactly how the innards of the system work. Apple is being outplayed on its own turf. And it’s not just Sky. Jony Ive, the most important designer in Apple’s history, left in 2019. Now work with OpenAI on an AI device. With financing from SoftBank. With Sam Altman directly involved. The alarm signal. Apple has a cultural problem: it is too slow. Too cautious. Privacy is an important differentiator, but it may cost you to be left off the generative AI map. The talent that Apple trained is leaving because it can’t build what it wants inside. At least not with the desired speed. Sky will at some point arrive as an OpenAI product or as an integration into ChatGPT desktop app. But it will also be a symbol of what can be done with deep knowledge, clear vision and freedom to execute without twenty layers of approval. And now what. Apple needs speed. You need ambition. You need to be willing to take risks. Because talent doesn’t wait. And AI does not forgive slowness. In Xataka | OpenAI is already a binary bet: either get AGI, or everything blows up Featured image | OpenAI

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