the cash cow strategy

The hardware market in 2026 It’s complicated, no, the following. The memory crisis has caused a domino effect that has made renewing a PC or building it from scratch almost a luxury. Given this situation, AMD has decided that the best attack is a good defense. Its strategy is striking: extend the life of what already works. difficult times. During the Computex celebration, AMD has made several launches that appeal precisely to that practical and conservative spirit. In fact, there is also a striking commitment to nostalgia and a clear message: if you need to update your PC, there are ways to do it without having to take out a second mortgage. Nostalgia made processor. To start, AMD has relaunched the Ryzen 7 5800X3D with a “10th Anniversary Edition”. It is a striking launch because we are dealing with a chip for Socket AM4 that, as its name indicates, was already launched 10 years ago. It sells for $349 and seeks to attract users who do not want to make the leap to Socket AM5 and prefer to opt for a chip that was the most popular a decade ago. Obviously it is no longer, but it is still an interesting proposal for a certain sector of users. The reasonable option. The real protagonist is the new AMD Ryzen 7 7700X3D, a processor for socket AM5 that is launched at a recommended retail price of $329. Its 104 MB of cache in total make it more than suitable for gaming equipment, and it is a very interesting alternative to the top of the range, the 7800X3D. Extending the life of the plate. AMD knows that it is not the best time to update equipment from scratch, so it has given some reassuring news: official support for the AM5 socket will be extended until 2029, three years longer than expected. It is a way to extend the validity of a platform that still makes sense, especially with the current market situation. A peculiar graphic. We recently told how, for the first time in 30 years, Nvidia predictably will not present new GPUs for gamers in 2026. AMD does have something new: the Radeon RX 9070 GRE, which will have 12 GB of GDDR6 memory. It costs $549 and has 22% more performance than the 16GB RTX 5060 Ti. It’s not exactly a bargain, but it gives something that is appreciated in these times: options. Deprogrammed obsolescence. At this Computex 2026 fair it seems to be confirmed that the industry is stopping the usual planned obsolescence, and it is doing so out of pure economic necessity. Savings have become a priority in view of the situation, and the PC segment is currently moving away from the search for the “fastest and best.” In Xataka | A man paid $23 for a PC case at an auction. He discovered inside a 24-core CPU and an RTX 3080 Ti

It’s a survival strategy

On July 7, the Noto Satoyama airport, in the Ishikawa prefecture in Japan, will open its doors again with a new name and design: The classic corridors and high ceilings of aseptic light colors will give way to a more theme park aesthetic because that day it will be called “Noto Satoyama Pokémon With You Airport” and yes, it will be a Pokémon themed airport. Pokémon airport. This intervention will change the aesthetics of the airport from beginning to end: The main atrium, entrance columns, boarding gates and commercial spaces will have elements of the video game and entertainment franchise that just turned 30 years old. The star element will be a giant Pikachu balloon along with a replica of an aircraft inside the terminal, surrounded by representations of 111 species of Flying-type Pokémon. In the access columns there will be several Pokémon to generate an immersive experience from the beginning. Why is it important. The change of face and name aims to reactivate the flow of visitors to a region that continues to recover from one of the worst natural disasters in its recent history, the earthquake of January 1, 2024. The idea is to use a transportation infrastructure with direct international traffic in a tourist attraction to regenerate the territory’s economy. Pokémon It is the most successful franchise in the world and of all times, with an estimated brand rating in more than 100,000 million dollars and about estimated income of 147,000 million dollars. Associating a public infrastructure with such a successful asset represents an enormous visibility lever. All you have to do is take a look at the stratospheric numbers of the Pokémon GO Fest: in 2024 it generated 200 million dollars in Madrid, New York and Sendai, according to Niantic Labs. Context. The 2024 earthquake affected the Noto peninsula (where the airport is) and had a magnitude of 7.6. The figures of the earthquake are horrifying: 228 deaths, 30,000 buildings destroyed or seriously damaged, transport routes unusable, ports unusable due to the rise of four meters in sea level, as Nippon account. The Japanese government estimated a damage cost of up to $17.6 billion. This transformation is not only a matter of marketing: it is also a matter of connectivity and marketing of the region. Ishikawa’s reconstruction plan was structured in three phases. First came housing and restoring infrastructure, with the aim of returning normality and promoting the economic and cultural development of the prefecture. The Japanese Prime Minister himself explained in 2025 that this “creative” reconstruction of the Noto airport at the February 2025 follow-up meeting, noted that the creative reconstruction of the Noto region should serve as a reference model for the recovery of rural areas throughout the country. In this framework, the themed airport fits as an emblematic project within the official reconstruction strategy. MDPIPrime Minister’s Office of Japan How are they doing it. This reconstruction will be carried out through public-private collaboration between Ishikawa Prefecture and the Pokémon Foundation of Japan. The design of the venue will be based in the 111 Flying-type Pokémon as the thematic common thread, displayed at all contact points for those who step foot in the airport from the first moment: façade, columns, transit area, boarding gates and even the gastronomic proposal, with pancakes and themed drinks served on exclusive placemats. The commercial area will offer limited edition products such as t-shirts, keychains and luggage accessories, so that the airport is more than just a connecting link to reach your destination: the airport itself will also offer its own unique experience, especially interesting for fans of the saga. Yes, but. Converting a critical infrastructure such as an airport into a hybrid between airport and theme park has its B side: it depends enormously on the future of the brand and the cost of maintenance increases, as it requires investment in new content, aesthetic renewal or licenses. And how warns Bloombergdepopulation and reduced tax revenues in Japan are making it difficult to maintain basic infrastructure and recover from disasters in rural areas. If the flow of visitors does not reach the profitability threshold, the initiative can become a heavy burden for a region that is already undergoing a very expensive reconstruction process. In Xataka | In 2016, millions of people went out to hunt Pokémon on the streets. In 2026 there will be autonomous robots guided by this In Xataka | Younger millionaires have found a more profitable investment than the S&P500: Pokémon cards Cover | PR Times

China only wants Chinese appliances. So Samsung has had to change its strategy

Samsung entered China in 1994 with a television factory in Tianjin. In 2006 led the Chinese TV market selling three million units of its Bordeaux model annually. Twenty years later, its share in televisions is 3.62%. The story of Samsung in China is the story of how a market can build its own champions and expel outsiders without having to close the doors. Strategic change in Samsung’s commercial policy in China. Rumors about an exit in its home appliance division were on the table since April, and at the beginning of May the company itself has confirmed it. Samsung is withdrawing from the home appliance market in China to focus on mobile phones and semiconductors. what has happened. Samsung leaves the Chinese market for home appliances and home products. Televisions, AC systems, refrigerators, washing machines, audio equipment and all home-related products will no longer be sold in China. The company will maintain after-sales and warranty services and will continue to “continue to comply with relevant laws and regulations” of consumer protection. “The company will do everything possible to minimize any impact on customers arising from this decision and is reviewing various support measures for its business partners.” The reasons. Samsung has communicated that the decision comes after a “prudent study”, without going into excessive detail about the reasons why it is abandoning the Chinese market in this product category. Despite this, it is clear that the numbers have had something to do with it. Samsung barely had a 3.62% market share in televisions, and did not reach 1% in categories such as refrigerators or washing machines. China is a country in which the local market has greater weight than in any other territory, and the rise of manufacturers such as Hisense, TCL or Xiaomi in these product categories has been noticeable. The Chinese market. The Chinese home appliance market is dominated by domestic manufacturers. In refrigeration, Haier has a 45% share, followed by places like Midea and Hisense. Chinese brands control more than 90% of the television market in Chinawith an important boost in the form of state subsidies. This 2026 is being a year of important renewal cyclewith subsidized exchange programs in order to boost sales of local products. And now what. Samsung’s plan is not to completely close itself to China. It will continue to sell smartphones, tablets and accessories, although for years it has not risen to a top 5 in which only Apple manages to sneak among the national giants. The question that remains in the air is not whether Samsung has lost China. It is whether what has happened in household appliances is a dress rehearsal for what can happen to the rest of the Western manufacturers with a presence in China. In Xataka | The last thing I expected in 2025 was to have a party and for the refrigerator to become a karaoke

Anthropic and OpenAI know that where AI is making money is in companies. They have found a way to squeeze that strategy

We end users no longer matter much to the AI ​​giants. These companies are confirming that income is currently in the professional world, and they are already making moves to conquer that segment. And if they have to do it company by company, so be it, because now OpenAI and Anthropic are a little less AI companies and a little more consulting. AI is more business than ever. Anthropic and OpenAI have understood that the real business of AI is not currently in individual $20 subscriptions, but in integrating their AI models into all types of corporations. Both companies have almost simultaneously launched alliances with other companies to provide consulting services. The objective is simple: to stop being external web tools to become the “operating system” of thousands of businesses through these exclusive sales channels. Anthropic on the one hand… The company led by Dario Amodei has formed a joint venture with Blackstone, Goldman Sachs and Hellman & Friedman valued at $1.5 billion. This new firm will act as a consultancy bringing Claude directly into the operating environments of mid-sized businesses, from mid-sized banks to local manufacturers to healthcare systems. These companies have committed to provide $300 million each for AI engineers to work closely with these clients to integrate custom solutions. …and OpenAI on the other. In turn, Sam Altman’s company has not been slow to replicate that initiative with the creation of the so-called The Development Company, an entity valued at about 10,000 million dollars. It is backed by funds such as TPG, Bain Capital and SoftBank. Theoretically, OpenAI has already raised $4 billion to accelerate the adoption of its AI models in more than 2,000 companies that are already part of those investors’ portfolios. The initiative is led by Brad Lightcap, until now COO of the company, and who wants to make the GPT family models an integral part of the operations of all types of companies. Engineers on the line of fire. To promote these strategies, both companies are adopting the so-called ‘Forward Deployed Engineer’ (FDE) model, a deployment system that was already popularized by Palantir and that consulting firms traditionally use. Instead of simply selling an API, Anthropic and OpenAI will send their engineers to work with doctors, financial analysts, or IT staff so that their AI models can be seamlessly integrated into those professionals’ real-world workflows. Going public as a goal. In recent months we seem to be experiencing a race against the clock towards the IPO in both cases. With absolutely stratospheric valuations (OpenAI 852 billionAnthropic hanging around 900,000 million), the pressure to justify these figures to the public market is immense. The integration of programming tools such as Claude Code has been a clear driver of recent growth, but the real gold mine is in the automation of processes in sectors such as health or finance. If you are joint ventures fail to scale quickly, the valuation bubble could deflate before those IPOs. Conflicts of interest. When a venture capital fund invests in a technology provider and simultaneously pressures its portfolio companies to adopt that same technology, competition ceases to exist. Many companies will not have much real choice based on product quality. What is reinforced here It is that “circular economy” in which innovation is not chosenbut is imposed by financial and business interests. The customer does not buy because he needs the tool, but because his own financial owner has a stake in whoever supplies that tool. But wouldn’t AI automate everything? The dependence on the FDE model is paradoxical. Theory tells us that software must be infinitely replicable at zero marginal cost. However, these alliances show that AI is still not smart enough to operate without direct human supervision. We need someone to teach us how to use it well, the companies say, and both OpenAI and Anthropic are going to take advantage of that need even if what we really have is luxury personalized consulting. For now, AI will be more part of the services offered by a consulting firm than a truly autonomous “plug and play” tool. New Job: Deployment Engineer. Now Anthropic and OpenAI will not only be AI companies: they will also be consultancies in need of manpower. That also serves as an example that although AI theoretically will eliminate jobswill also create new ones. Here we face a growing demand for “deployment engineers” —OpenAI already requests them—, professionals who are precisely in charge of adapting these AI models to the needs of companies that want to implement them in their daily lives. And the data, what. There is another fundamental problem: medium-sized companies will not have much capacity to manage their data sovereignty. For Claude or GPT to function properly in the business, they will need access to critical workflows, medical records, or sensitive financial data. And when one cedes that control to third parties, they remain vulnerable. Not only that: the security of this data is compromised because in order to process it, it must leave and be processed in the cloud of an external provider. The AI ​​models of these companies can also probably learn from these processes, although it is reasonable to think that Zero Data Retention policies will come into play (“No data retention”). Image | TechCrunch | Wikimedia Commons In Xataka | The White House wants to review new AI models before anyone uses them: first the Pentagon, then the rest of the world

The banks didn’t want anything to do with oil. Wall Street has solved it with the 2008 mortgage strategy

Oil and gas producers in the United States are turning to the financial magic of Wall Street to fuel their acquisitions in a frenetic race for growth. To achieve this, they are packaging thousands of pots into investment vehicles and selling stakes to American investors, replicating the exact same model that has long been used for mortgages, auto loans and other sources of securitized income. Away from the spotlight, the number of these operations has grown rapidly in recent years. Industry experts consulted by Financial Times They estimate that the total amount of debt issued through this format already ranges between 20,000 and 30,000 million dollars. It is a fundamentally opaque market, where most transactions are closed privately. Historically, independent oil and gas producers financed its operations through loans reserve-based (RBL) and high-yield debt. However, the situation has changed drastically. Some commercial banks have reduced their exposure to the extractive sector to meet their sustainability strategies under environmental, social and governance (ESG) policies, or in response to public concern over climate change. Added to this is the fear of traditional investors of “stranded assets” and the general uncertainty about the long-term viability of the sector in the midst of the energy transition. In addition, rising interest rates have raised costs, making high-yield debt too expensive or inaccessible for many producers. To survive, companies They have found an alternative way: They transfer their mature wells, known as proven, developed and producing (PDP) reserves, to a newly created Special Purpose Entity (SPE). This entity operates independently and is structured to be “bankruptcy-remote”, ensuring that the transferred assets are completely separate from the balance sheet of the producing company and safe in the event of its bankruptcy. Attracting conservative money By isolating these high-quality assets, the bonds issued by the SPE manage to achieve an “investment grade” rating. This seal of quality attracts a new class of investors who would normally avoid oil risk: pension funds, insurance companies and large asset managers looking for structured financial products with stable returns. For the oil companies, business is great. The securitization allows them to obtain advance rates (advance rates) of between 55% and 75% of the value of the reserves, figures significantly higher than those available in traditional RBL loans. To convince credit rating agencies, the secret lies in diversification and insurance. On the one hand, thousands of assets are grouped together; for example, Raisa Energy closed an operation combining more than 3,000 wells operated by more than 50 companies in more than 20 counties. On the other hand, long-term hedges are contracted to protect investors from oil fluctuations, reaching up to 85% of the entity’s production for a period of five to seven years. The “time bomb” and the cracks in private credit But financial engineering sometimes hides structural cracks. Brandon Davis, founder of energy intelligence company AFE Leaks, describes in FT These price hedges act as a “ticking time bomb” in case other production costs increase. If the price of oil rises, the company’s income is capped because the difference goes to the hedging counterparty (usually a bank). However, if at the same time there is inflation in operating costs, such as field services or water treatment, the profit margin backing the bonds could be seriously eroded. The cracks in this engineering are not an isolated case in the energy sector, but a symptom of a greater malaise in the opaque world of private credit on Wall Street, where patience (and money) is beginning to run out. This risk is framed at a time of growing tension for the entire private credit ecosystem on Wall Street. Investors are starting to demand their money back. In Cliffwater’s $33 billion fund, clients requested to withdraw 14% of their capital in a single quarter, but the firm said it only I would pay around 50% of those requests, forcing the other half to wait. If the panic spreads, traditional banks will not escape unscathed either. Lending by US banks to non-depository financial institutions, which includes private credit, reached 1.2 trillion dollars in the middle of last year, almost tripling its share compared to a decade ago. Furthermore, as with oil wells, the securitization market as a whole is extremely sensitive to external regulatory or macroeconomic shocks. A clear example occurred recently in another sector: Mpower Financing had to postpone the sale of almost $250 million in bonds backed by loans to international students. The cause was investors’ fear of the new restrictive visa policies of the Donald Trump administration. If regulatory changes or geopolitical crises hit the energy sector unexpectedly, oil securitization could face a similar collapse in demand. The danger of forgetting the nature of the business Wall Street has packaged a high-risk industry into a tame-looking product, but geology and the global market are difficult to tame. “The trick has always been to convince the rating agencies that measures have been put in place to mitigate the risk,” warns Olivier Darmounieconomist specialized in credit markets at HEC Paris. “But that’s the inherent thing about oil and gas, it’s an inherently volatile business.” Darmouni points out the ultimate risk: “If something goes wrong, the main problem will be that oil and gas will run out of capital” if producers start defaulting on bond payments. As long as the money keeps flowing, the machine will not stop. But as Laura Parrott warnshead of private fixed income at Nuveen, the market is experiencing a lot of effervescence. In scenarios of such investment fever, he concludes, “people are going to be trapped.” Image | Photo by David Vives on Unsplash Xataka | Climate change is no longer profitable: WallStreet and large investors abandon green policies

Amazon is clear about its strategy for the AI ​​war: if you can’t beat your enemy, invest in them

Just two months ago Amazon announced a astronomical investment of $50 billion in OpenAI. Today he made a movement very similar to the announce which will invest $5 billion in Anthropic and could invest an additional $20 billion “tied to certain commercial milestones) in the future. There are counterparts and some circular financing, of course, but also a clear pattern: Amazon has no winning horse in the AI ​​race, so it is betting on its competitors. More circular financing. Amazon now has alliances in the form of active investment with the two leading AI companies in the world. In return, both OpenAI and Anthropic commit to huge spending on their services on AWS. There is a lot of circular financing here: me I lend you the money so that you spend it on me. Those houses of cards that OpenAI and Anthropic are building have clear risks, but the industry is totally immersed in that maelstrom. In Xataka OpenAI is making the tech industry unite its destiny with yours. For the sake of the global economy, it better work Analysts warn. There are concerned analysts here and others who defend this type of agreement. M. Mohan asked in X why regulators are not on top of these types of financially dangerous agreements: the domino effect if OpenAI or Anthropic fall could be terrible. For others like the well-known Jim Cramer this is not circular financing. According to him, circular agreements are designed to inflate profits, and here no one’s profits are being inflated. Their argument is that Amazon has real computing, Anthropic needs real computing, and the value of the investment is genuine. History repeats itself. The same debate occurred in January with OpenAI, and the conclusion was the same then: the image of circular financing is there but it does not necessarily imply fraud, it implies that Amazon has found a way to monetize the AI ​​​​craze without betting on any particular model. Or for the two who seem to be winning the race. But everyone is doing it. The numbers of the agreement with Anthropic. Amazon puts up $5 billion immediately, taking advantage of the company’s current valuation of $380 billion. It is also committed to investing up to an additional $20 billion linked to “certain commercial milestones” that have not been specified. In exchange, Anthropic commits to using Amazon technology, and specifically its Trainium and Graviton chips, for the next decade. No less than 5 GW of computing capacity is secured, which is more or less the capacity consumed by New York City. This is perfect for Anthropic. He Anthropic statement about the agreement contains an interesting paragraph. In it, the company admits that the demand for AI by companies, developers and users is generating “inevitable tension” in its infrastructure. Or what is the same: they can’t do everything, so they are resorting to measures that “penalize” the excessive use of their AI models. They restrict session limits during peak hours, change the pricing model in companies to a “pay as you go”, or change the level of effort of their models and they sign up for token inflation. The agreement with Amazon makes it possible to mitigate the problem of computing shortages. The race for gigawatts. The truth is that Anthropic has been moving for months to try to avoid more and more problems with the computing capacity they can access. In a few weeks we have seen how Amazon’s 5 GW have been secured and also “multiple gigawatts” computing teams contracted with Google and Broadcom. What Amazon is actually building. Viewed as a whole, Amazon’s strategy is simple and elegant. You don’t need to win the AI ​​modeling race, which is unpredictable and extraordinarily expensive. It only needs that whoever wins it depends on it and its infrastructure. By investing at the same time in two rivals like Anthropic and OpenAI and securing massive spending contracts from both, it achieves something striking. Turn uncertainty into an asset: it doesn’t matter who wins, because she will end up getting paid. This also reinforces the relevance of its Trainium and Graviton chips, something that validates its commitment to its own chips. {“videoId”:”xa4n2g8″,”autoplay”:false,”title”:”An initiative to secure the world’s software | Project Glasswing”, “tag”:””, “duration”:”349″} Win-Win. The agreement seems perfect for both parties. Amazon ensures, as we say, consumption in its infrastructure for the next ten years, and Anthropic achieves an investment that increases its market value again. The same happens with OpenAI, and in both cases these agreements and financial support only reinforce expectations about their imminent IPOs. Image | Fortune Brainstorm TECH In Xataka | OpenAI and Anthropic have proposed the impossible: lose $85 billion in one year and survive (function() { window._JS_MODULES = window._JS_MODULES || {}; var headElement = document.getElementsByTagName(‘head’)(0); if (_JS_MODULES.instagram) { var instagramScript = document.createElement(‘script’); instagramScript.src=”https://platform.instagram.com/en_US/embeds.js”; instagramScript.async = true; instagramScript.defer = true; headElement.appendChild(instagramScript); – The news Amazon is clear about its strategy for the AI ​​war: if you can’t beat your enemy, invest in them was originally published in Xataka by Javier Pastor .

Alcohol needs to win over a generation that is becoming less interested in alcohol. Your strategy: offer something else

The alcohol industry has come to an interesting conclusion. Maybe Generation Z is less interested for the drink that millennialsbut that does not make it immune to an age-proof claim: curiosity. Starting from this premise, the companies dedicated to producing distillates and wines have decided to refocus their strategy and bet on new products that appeal to the youngest. And that happens so much for him came no/low as for him tequifresa either Dubai chocolate. The goal is clear: connect with a demographic cohort that seems to be losing interest for alcohol and will decide the future of the industry. What has happened? Basically, Madrid has just said goodbye to the Gourmet Salonone of the largest European fairs for the high-end food and beverage industry. Until then, nothing out of this world or that may be of interest beyond the specialized industry. The curious thing, how has revealed the EFE Agro agency, is that on this occasion at IFEMA not only bottles of traditional wines, craft beers and traditional spirits have been seen. Companies in the sector have wanted to bet on new unorthodox products and flavors to awaken the curiosity of customers. And that (although at first it may seem anecdotal) is of interest beyond the industry. Why’s that? Because the sector is transforming. Just take a look at the newspaper library to check it out. Although Spain chains record tourism figuresin 2024 the sales recorded by the brewery association fell by second year in a rowsomething that had not happened for more than a decade. The figures Advanced by Circana suggest that the outlook was more promising in 2025, although also with surprise: sales of ‘without’ beer increased almost three times as much as those of alcoholic beverages. Its turnover is still much lower than that of ‘con’ beer, but there is a trend change. And the rest of the drinks? The panorama is similar in the case of wine. The Spanish Oenology Federation estimates that in 2025, 9.35 million of hectoliters, 5.2% less than the previous year. As with beer, its demand is very established and has experienced fluctuations in recent years, but that does not mean that wineries are looking for new business niches. For example, the development of ‘without’ wines or the use of new formatslike packaged broth bag-in-box or served directly from the tap. With respect to spirits, the employers’ association estimates that in 2024 their consumption contracted 3.7%which aggravates the fall that had already suffered in 2023. What is the strategy? From what has been seen these days at IFEMA, the industry wants to go one step further. Bottles of tequila flavored with strawberry, melon, peach or even with even more unorthodox flavors have been promoted on the stands. Orujos Panizo, which has been dedicated to the production of spirits for almost 90 years, has launched, for example, a cream liqueur Dubai chocolate. The objective is clear: to take advantage of the wave of popularity of the sweet and reach out to the young public at a time that, the head of the company recognizes, is not exactly good for the industry. The strategy does not seem misdirected. EFE Agro assures that the demand for some fruit creams with tequila is growing by double digits. Of course, the product starts from “very low” figures. Are there more ideas? Yes. To bet on him tequifresa either meloncello the one known as came no/lowpartially dealcoholized or alcohol-free broths. From being practically unknown in the sector, ‘without’ bottles have begun to sneak into professional tastingscontribute millionaire income to some companies and (above all) generate promising business expectations in the medium term. The specialized medium Italian Food News assures that the ‘without’ wine market expects to expand with a compound annual growth rate of 10% until 2033, expanding its market from 2,000 million to around 5,200. Does consumption change that much? It seems so. And the change is especially interesting among Generation Z, the population cohort born between the mid-1990s and the first decade of this century. Although 76% of young people between 14 and 18 years old admit having tried alcohol at least once in their life and 21% have gotten drunk in the last month, their relationship with drinking is changing. At least when compared to previous generations. “Generation Z drinks less than millennials and these, in turn, less than the boomers“, explains to The Country Andera Mellado, promoter of a ‘sin’ beverage distributor. “They’ve seen how their elders drank and they don’t want to get into that.” Is it just supply and demand? No. It’s something cultural. Habits change, the way of find a partner and to enjoy the leisure. They even change events that until not so long ago were inextricably linked to the “open bar”, like weddings. The vocabulary is also transformed. Terms become popular straight edge and Dry January and Anglo-Saxon expressions like superb curious, mindful living either zebra stripingwhich identify new ways of approaching drinking. That of course doesn’t mean that alcohol has disappeared from Generation Z’s radar or there are no more bottles. 28% of young people recognize that in the last month they have binged on alcohol, the so-called bringe drinking. What do the studies say? That in general there is a decrease in alcohol intake. Although Spain has one of the higher levels of consumption, WHO data show that the average per capita has decreased in recent decades. If in 1975 it reached 18.5 l (pure alcohol), in 2022 it was already around 11.7. The study on consumption among younger youth (14-18 years old) from the Ministry of Health also shows a gradual loss of interest in drinking over recent years, especially since the middle of the last decade, although in both cases it is a trend with fluctuations. Images | Panizo Distilleries, Vitaly Gariev (Unsplash), Vitaly Gariev (Unsplash) and Ministry of Health In Xataka | Having a beer or a wine at 65 seems like a harmless indulgence. We have more and more evidence to … Read more

It’s a clue to your strategy for the hardware of the future

Apple has acquired Invrs.io, a small AI-guided photonics and optical research company. It is one of those purchases that almost goes unnoticed, but that reveals a lot about where Apple is aiming in the hardware and AI race. Below these lines we tell you all the details. What has happened. According to a notification published by the European Commission, Apple announced in October 2025 that it was acquiring certain assets of Invrs.io LLC and hiring its only employee and founder, Martin Schubert. The information was made public this week, after the regulatory waiting period of four months, according to counted MacRumors. Who is Schubert and what he did. Schubert founded Invrs.io in 2023 after spending more than a decade working on advanced display, chip and optics technologies at companies including Google, Alphabet, X and Meta. According to your LinkedIn profileaccumulates nearly a hundred patents. At Invrs.io his goal was to develop AI-guided design tools focused on optics and photonics, with direct applications in augmented and virtual reality, data centers and autonomous vehicles. The company, according to its page on GitHubbuilt open source frameworks for photonics research, with standardized simulations and a public ranking to compare design results. Why does this matter? Photonics is the science that studies how to generate, control and detect photons, that is, light particles. In practical terms, it is the basis for optical components such as cameras, sensors, displays, LiDAR scanners, and lenses for mixed reality devices. Apple has been integrating this type of technology into its products for years, from the iPhone’s camera system to the Apple Vision Pro. Bringing in someone specialized in designing those components with the help of AI allows you to speed up that process and do it with greater precision. The Apple pattern. This acquisition fits perfectly into Apple’s usual way of moving: small, silent purchases highly oriented toward specific capabilities, generally months before introducing a new product. In January of this year it bought Q.aian Israeli AI startup applied to audio, in what is considered its second largest historical acquisition with nearly $2 billion. Invrs.io is much more modest in size (it literally has one person in charge), but it gives us small clues as to how the company’s movements regarding its products will be in the following years. The hardware that accompanies AI. Although we are now witnessing a great technological battle to see who launches the most powerful AI model, there is a race in the background that will decide who stays on top, and that race involves hardware. Specifically, the hardware that AI will use to perceive the physical world: sensors, lenses, optical systems, computer vision technology, etc. Google now has Nano Bananaa model with which it works so that AI can generate images with knowledge of the real world. Apple, with moves like this, could bet on integrating ultra-precise optics into its wearables and future devices. They are different strategies, but with a common objective: to be the eyes of the AI. And now what. Apple has not confirmed which projects Schubert will work on internally, something completely common for the company. But everything indicates that the company will intend with this purchase to improve the optical components of future models of the Apple Vision Pro, the iPhone or devices yet to be announced. Cover image | Junseong Lee and Xataka In Xataka | Apple is not yet ready to manufacture the iPhone in the US, but it has given in something: part of the Mac Mini is

Anthropic has taken Apple’s strategy against Microsoft to the Super Bowl: making using the rival look ridiculous

Anthropic has opened the Super Bowl by attacking OpenAI with ads that show virtual therapists advertising dating apps and personal trainers selling boosts for short people. The message: “Ads are coming to AI. But not to Claude“(“The ads are reaching the AI. But not Claude.”) Sam Altman has responded in X calling them “dishonest” and accusing them of “doublespeak“, “double speech” in Spanish, although a better adapted translation could be “deceptive language” or simply “hypocrisy.” It seems like a minor skirmish, two rivals fighting over an advertisement. But under that hood is a billion-dollar question: What kind of business will AI be when it’s established? The history of the Internet is summarized in two great models: One free supported by advertising: Google, Facebook, YouTube, Instagram, TikTok… regardless of whether they have premium versions. Other direct payment by subscription: Netflix, DAZN, Disney+, Apple Music, PSN… The first aims to maximize the audience, the second aims to maximize the revenue per user. The AI ​​is right now deciding which of the two paths it takes. In Xataka AI is breaking one of the oldest economic paradigms in history: that cheap equals "bad" OpenAI has already chosen and is starting to test putting ads on free ChatGPT accounts. Altman justifies it with the classic argument of democratization: “More Texans use free ChatGPT than the total number of people using Claude in the United States.” In other words: they want to reach those billions of people who are not going to pay 20 dollars a month. And for that you need advertising. Anthropic chooses the opposite. “Anthropic offers an expensive product to rich people,” Altman reproaches him. In a way, it is true: Claude is betting above all on contracts with companies and premium subscriptions of 20, 100 and 200 dollars per month. Their model depends on the AI ​​being valuable enough for you to pay for it. And so that you look from time to time to the higher plan with the temptation to go up one more step. Without advertising, without sponsored links and without responses being influenced by advertisers. The difference is not only business, it is product. An AI with advertising has different incentives than one without it. What happens when you ask the assistant what car to buy you and there is a manufacturer paying to appear in their answers? What about medical, financial, legal advice? OpenAI has promised that “ads do not influence responses.” That’s what he said in minute 0. But that promise will be increasingly difficult to sustain as monetization pressure increases. {“videoId”:”x9u4ml2″,”autoplay”:false,”title”:”Does Gemini 3 surpass ChatGPT? This is Google’s new AI”, “tag”:”Webedia-prod”, “duration”:”156″} Anthropic has its own problem: If it only reaches those who can afford to pay, AI becomes a tool of the elites. A technology that promises to democratize knowledge ends up reproducing the class divisions that already exist. We saw this coming with the arrival of $200 plans to access the AI ​​elite. A gap that creates another gap, The parallel with the history of the Internet is inevitable. Free social networks caught (almost) all of us in the 1910s, but in return they built advertising surveillance machines optimized for the engagementnot for anyone’s well-being. Payment services are cleaner, but also more exclusive. So AI is now at that bifurcation point: OpenAI is committed to being the YouTube of AI: free for everyone, supported by ads and with premium versions for those who want to pay. Anthropic wants to be the Netflix: better experience and free of ads, but only for those who pay. It is true that it maintains a free plan, but its limits are a continuous invitation to check out or leave. And now it’s up for grabs What kind of relationship with those machines that know more and more about us and from which we ask more and more?. Whether they will be services that serve us or whether they will be platforms that monetize us. In Xataka | The AI ​​of 2026 brings an uncomfortable truth: the most useful will be the one that watches us the most Featured image | Anthropic (function() { window._JS_MODULES = window._JS_MODULES || {}; var headElement = document.getElementsByTagName(‘head’)(0); if (_JS_MODULES.instagram) { var instagramScript = document.createElement(‘script’); instagramScript.src=”https://platform.instagram.com/en_US/embeds.js”; instagramScript.async = true; instagramScript.defer = true; headElement.appendChild(instagramScript); – The news Anthropic has taken Apple’s strategy against Microsoft to the Super Bowl: making using the rival look ridiculous was originally published in Xataka by Javier Lacort .

The alliance with Google and Gemini makes it clear what tactic Apple has chosen for its future: the parasite strategy

Let’s do a little memory. It was the summer of the year 102 BC. C. and Consul Gaius Mariusde facto ruler of Rome, was facing the invasion of the Germanic tribes of the Teutons and the Ambrones, who three years earlier had annihilated several legions of the Republic in the battle of Arausio. Marius, camped and with abundant provisions, saw how the Teutons did not stop provoking him and his soldiers. The Germanic tribes, superior in number, mocked them and tried to force an immediate battle, but Marius flatly refused. He punished soldiers who responded to provocations, let his troops despair, and endured humiliation by simply following and observing the enemy. He made his troops go up to the palisades in turns and observe the Teutons, their weapons, their movements, their shouts. Forced them to get used to them and to make them go from something scary to something familiar. But all Mario was doing was choosing the battle that was really worth fighting. The Teutons tried to cross the Alps and Marius and his legions followed them until Aquae Sextiae. There, in an advantageous position and highly motivated—among other things, by thirst—the Romans ended up annihilating the Ambroni first, and then the Teutons. Mario didn’t care that they laughed at him, that they provoked him and that his own soldiers distrusted him. He achieved a historic victory that prevented a potential invasion by those and other Germanic tribes. And he did it with a simple tactic: choose the battles to fight. Which is, at least on the surface, what Apple seems to be doing. The parasite strategy For years Apple has boasted of controlling every element of its ecosystem, both hardware and software. And if there was something that he didn’t control, he worked to do it, as we are seeing with the iPhone or the Mac, increasingly less dependent on third-party chips and technologies. However, the alliance with Google and Gemini breaks that trend and represents a disturbing implicit recognition: in the generative AI race, Apple is not only not in the lead, but it seems to have decided to stop running. At least it doesn’t do it like its rivals do. While Google, Microsoft, Meta, xAI or Amazon do not stop investing billions in chips, new AI models and above all new data centers, Apple has not wanted to enter into those battles. He didn’t care about the provocations or that the industry and the media distrusted (we distrusted) that strategy. Apple has gone about its business, and has barely launched new features in an absolutely explosive segment. Its Apple Intelligence platform is comparatively much lower than those of rivalsyour Private Cloud Compute It’s an interesting idea but at the moment without a clear impact and Siri delay last year was the definitive sign that Apple I had missed the AI ​​train. And it is better not to talk about economic investment: its competitors are betting everything on AI while Apple’s capex remains almost symbolic compared to that of others. That has made many of us doubt the future of an Apple that seems to “move on from AI.” But be careful, because Tim Cook may just be adopting that same Mario tactic of choosing which battles to fight. They may not believe it makes sense to spend those billions of dollars developing a foundational model right now, and they may not believe in the need to create their own data centers either. In fact, Apple has been applying the parasite strategy: in those segments in which he did not dominate or was not strong, he delegated: Cloud infrastructure: Apple has never been strong in the cloud and has delegated to other platforms to which it has paid large sums of money for years. Searches: We have the clearest example of this strategy in internet searches. The multi-million dollar alliance with Google has been offering both companies a perfect solution in this area for years That agreement with Google in the search segment now has its sequel with the historic agreement to use Gemini as a fundamental pillar of the reinvention of Siri. Apple’s voice assistant will make use of Google’s AI models and will thus become a critical component of the functioning of its ecosystem. It is an alliance with extraordinary implications and that once again confirms that parasite strategy in which the ultimate goal is clear: achieve benefits without taking risks. Apple as a wrapper for AI In fact, here Apple is once again taking advantage of its leading role in the mobility market—especially in the US—once again. While other companies like Google and OpenAI spend fortunes on servers and energy, Apple it is limited to being the elegant packaging. They provide the screen, the local processor and the user’s trust. Google puts the brain that runs in the cloud. It is (theoretically) a win-win. But it is also the recognition of a pragmatic defeat. Giving in to that reality—we don’t have a foundational AI model, we don’t have cloud infrastructure, we don’t have data centers—is also a tactic that can end up winning the game. AI aims to become a commodityin something that will be accessible to everything and everyone and that loses its differentiating characteristics in the eyes of the consumer. It will be something generic, interchangeable and basic, and what may matter then is not the AI, but how it is distributed and provided. And Apple is changing from being a company that invents all its tools to becoming a company that is the largest distributor of services in the world. They certify it the more than 2.35 billion active devices with their different operating systems around the world, which can clearly become – if they are not already – the gateway to AI for millions of people. This parasite strategy allows Apple to turn that theoretical defeat into a potential victory. Apple is the mandatory tollnot only for billions of users, but for companies like Google, which seems to have … Read more

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