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Samsung Mocks Apple's Controversial 'Crush' Ad With 'UnCrush' Pitch

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Par : msmash
16 mai 2024 à 18:40
Samsung has released a response to Apple's recently criticized "Crush" ad, which featured the destruction of instruments, arcade games, and sculptures to promote the new iPad Pro. Apple subsequently apologized, with an executive admitting they "missed the mark." In a video titled "UnCrush," created by BBH USA and directed by Zen Pace, Samsung depicts a woman navigating debris reminiscent of Apple's ad, using a Galaxy Tab S9 and Galaxy AI to play guitar, in contrast to Apple's destructive message. "We would never crush creativity," the caption of Samsung's video reads.

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Apple Brings Eye-Tracking To Recent iPhones and iPads

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Par : BeauHD
15 mai 2024 à 21:20
This week, in celebration of Global Accessibility Awareness Day, Apple is introducing several new accessibility features. Noteworthy additions include eye-tracking support for recent iPhone and iPad models, customizable vocal shortcuts, music haptics, and vehicle motion cues. Engadget reports: The most intriguing feature of the set is the ability to use the front-facing camera on iPhones or iPads (at least those with the A12 chip or later) to navigate the software without additional hardware or accessories. With this enabled, people can look at their screen to move through elements like apps and menus, then linger on an item to select it. That pause to select is something Apple calls Dwell Control, which has already been available elsewhere in the company's ecosystem like in Mac's accessibility settings. The setup and calibration process should only take a few seconds, and on-device AI is at work to understand your gaze. It'll also work with third-party apps from launch, since it's a layer in the OS like Assistive Touch. Since Apple already supported eye-tracking in iOS and iPadOS with eye-detection devices connected, the news today is the ability to do so without extra hardware. [...] There are plenty more features coming to the company's suite of products, including Live Captions in VisionOS, a new Reader mode in Magnifier, support for multi-line braille and a virtual trackpad for those who use Assistive Touch. It's not yet clear when all of these announced updates will roll out, though Apple has historically made these features available in upcoming versions of iOS. With its developer conference WWDC just a few weeks away, it's likely many of today's tools get officially released with the next iOS. Apple detailed all the new features in a press release.

Read more of this story at Slashdot.

L’iPhone 13 est toujours un smartphone qui vaut le coup, surtout avec un tel prix cassé sur Amazon

✇Numerama.com - Magazine
Par : Matthieu Fabris
13 mai 2024 à 09:18

[Deal du jour] L’iPhone 13 est encore aujourd’hui un très bon modèle d'iPhone, qui conviendra parfaitement à celles et ceux qui veulent un smartphone Apple sans se ruiner. Et, il est encore plus intéressant en promotion.

Porter un Apple Vision Pro dans un avion est une expérience sociale

✇Numerama.com - Magazine
Par : Nicolas Lellouche
13 mai 2024 à 05:13

Pour la première fois en trois mois, j'ai osé sortir mon Apple Vision Pro pendant un long voyage. La peur de la honte a prédominé les premières heures, avant d'être rattrapée par le plaisir de regarder un film sur un écran géant. L'acceptation de la réalité virtuelle prendra du temps.

Apple pourrait remplacer Siri par ChatGPT dans iOS 18

✇Numerama.com - Magazine
Par : Nicolas Lellouche
11 mai 2024 à 04:20

Selon Bloomberg, Apple aurait trouvé un accord avec OpenAI pour utiliser ChatGPT sous licence dans le prochain iOS 18. La cohabitation entre Siri, ChatGPT et éventuellement Google Gemini reste à définir.

Apple s’excuse après un tollé mondial : cette pub de l’iPad Pro ne passe pas

✇Numerama.com - Magazine
Par : Maxime Claudel
10 mai 2024 à 08:37

Pour annoncer le nouvel iPad Pro, qui se distingue par sa finesse et son écran OLED, Apple a diffusé une publicité intitulée Crush!. Problème ? Celle-ci est sujette à controverse, ce qui pousse aujourd'hui l'entreprise à s'excuser.

Apple Apologizes For Tone-Deaf Ad That Crushed Human Creativity To Make an iPad

✇Slashdot
Par : msmash
10 mai 2024 à 04:50
Apple has apologized for its tone-deaf "Crush!" ad that sparked a furious backlash with artists, musicians and other creators. AdAge reports that Apple said the video "missed the mark" and has scrapped plans to run the cutesy-turned-cringey commercial on TV. From a report: It's clear that Apple intended for the ad to serve as a metaphor for all the myriad creative tools one has when they throw down $1,000 or more for a new iPad Pro. Run during Tuesday's event, the video shows a series of musical instruments and other tools for human expression, including a guitar, drums, trumpet, amplifiers, record player, TV and much more. "All I Ever Need Is You" by Sonny & Cher soundtracks the clip. Soon, it's revealed that the objects are all sitting on an industrial crusher, which descends upon the scattered creative instruments, exploding in plumes of satisfyingly colorful smoke. But when the crusher pulls back up, we see that everything was transformed into a shiny new iPad Pro.

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Is the Era of Stickers In Apple Boxes Coming To an End?

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Par : BeauHD
9 mai 2024 à 20:02
Citing a memo distributed to Apple Store employees, 9to5Mac reports that the new iPad Pro and iPad Air lineups will not include Apple stickers in the box -- "a key piece of memorabilia" that dates back as far as 1977's Apple II, notes Ars Technica. While the company says that this is part of its environmental goals to completely remove plastic from its packaging, it begs the question: is the era of stickers in Apple boxes coming to an end? 9to5Mac reports: The M3 MacBook Air that launched in March includes stickers in the box, but Apple Vision Pro (which launched in February) does not. Will the iPhone 16 include stickers in the box? Only time will tell. Ars' Andrew Cunningham writes about the origins of the Apple stickers: Apple has included stickers with its products at least as far back as the Apple II in 1977 when the stickers still said "Apple Computer" on them in the company's then-favored Motter Tektura typeface (I couldn't track down a vintage Apple II unboxing, but I did find some fun photos of Apple enthusiast Dan Budiac opening a sealed-in-box mid-'80s-era Apple IIc, complete with rainbow pack-in stickers). I myself became familiar with them during the height of the iPod in the early to mid-2000s when Apple was still firmly a tech underdog, and people would stick white Apple logo stickers to their cars to show off their non-conformist cred and/or Apple brand loyalty. As Apple's products became more colorful in the 2010s, the Apple logo stickers would sometimes be color-matched to the device you had just bought, a cute bit of attention to detail that has carried over into present-day MagSafe cables and color-matched iMac keyboards and trackpads. The report notes that you can still request an Apple sticker at Apple Stores at the time of your purchase; however, Amazon, Best Buy, and other retailers don't appear to have them available.

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Apple Slammed By Users Over iPad Pro 'Crush' Ad

✇Slashdot
Par : msmash
8 mai 2024 à 15:20
Less than 24 hours after Apple held a special event to unveil the new, record-thin (0.20 inch, the thinnest Apple device yet) iPad Pro with M4 chip inside, which the company says is optimized for AI, it is facing a loud and fast-spreading public backlash to one of its new marquee video advertisements promoting the device -- a spot called "Crush." VentureBeat: The video features a giant, industrial hydraulic press machine -- a device category famous for appearing in viral videos over the last decade-and-a-half -- literally pressing down upon and destroying dozens of other objects and creative instruments, from trumpets to cans of paint. The ad concludes with the press lifting to reveal these objects have somehow been transformed into a new iPad Pro. The metaphor and messaging is pretty obvious: the iPad Pro can subsume and replace all these older legacy instruments and technologies inside of it, and all in a more portable, sleek, and more powerful form factor than ever before. It's analogous to similar observations and advertisements other fans and creatives have made in the past about how PCs and smartphones replaced nearly all the individual gadgets -- stereo radios/boom boxes, journals, calculators, drawing pads, typewriters, video cameras -- of yore by offering many of their same core capabilities in a smaller, unified, more portable form factor. [...] People are revolted by the bluntness of Apple's metaphor, the destruction of beloved traditional instruments and objects which people hold in high esteem and affix intangible value to for their creative potential, and the overarching and perhaps unintentional messaging that Apple wants to literally flatten creativity and violently crush the creative tools of yesterday in favor of a multi-hundred dollar piece of luxury technology whose operating system and ecosystem of applications it tightly controls and restricts.

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Ultra Retina XDR, Tandem OLED : les termes marketing les plus délirants d’Apple

✇Numerama.com - Magazine
Par : Nicolas Lellouche
8 mai 2024 à 09:43

Les nouveaux iPad Pro et iPad Air ajoutent encore des noms délirants au lexique des termes marketing utilisés par Apple. On adorerait assister aux réunions où ces termes sont choisis.

Apple Quietly Kills the Old-school iPad and Its Headphone Jack

✇Slashdot
Par : msmash
7 mai 2024 à 19:20
Along with introducing a new iPad Air and iPad Pro during its Let Loose event, Apple quietly killed its ninth-gen iPad -- also known as the last iPad with a headphone jack. From a report: The 10th-gen iPad is now the sole entry-level iPad in Apple's official lineup and, as such, has received a $100 price cut. Released in late 2022, the 10th-generation iPad arrived starting at $449, or about $120 more than base entry-level iPads from previous years. Apple justified the price increase with new iPad Air-like features, like a 10.9-inch screen and USB-C support.

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Premier essai de l’iPad Pro M4 : plus fin qu’un MacBook Air, sombre comme l’OLED

✇Numerama.com - Magazine
Par : Nicolas Lellouche
7 mai 2024 à 18:02

À Londres, Numerama a pu essayer en avant-première les nouveaux iPad Pro et iPad Air, près de deux ans après l'annonce des derniers modèles. Le nouvel iPad Pro, avec son écran OLED ultra-lumineux, son revêtement mat optionnel, sa finesse de tous les records, sa prometteuse puce M4 et son clavier en aluminium est, de loin, le plus intéressant.

Apple Unveils Redesigned iPad Pro with OLED Display and M4 Chip

✇Slashdot
Par : msmash
7 mai 2024 à 14:42
Apple revealed its refreshed iPad Pro lineup at its "Let Loose" virtual event Tuesday, featuring a slimmer design, OLED displays, and the company's latest M4 chip. The new 13-inch and 11-inch models boast enhanced brightness, color saturation, and contrast, with the 13-inch model measuring just 5.1 millimeters thick, making it Apple's thinnest device ever. The M4 chip, which powers the new iPad Pros, delivers a 50% faster CPU and improved efficiency compared to the previous-gen M2 chip. Apple has also introduced updated accessories, including a redesigned Magic Keyboard with an aluminum palm rest and function key row, and the Apple Pencil Pro with squeeze gestures, Find My location tracking, and haptic feedback. The switch to OLED technology ensures consistent display quality across both iPad Pro sizes, addressing the previous disparity between the 12.9-inch Mini LED model and the smaller, traditional-screen version. The base storage for both models is now 256GB, with prices starting at $999 for the 11-inch and $1,299 for the 13-inch. Both are available for preorder today and will be available in stores next week.

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Vous n’avez rien suivi à la conférence Apple ? On vous résume l’annonce des iPad et de la puce M4

✇Numerama.com - Magazine
Par : Nicolas Lellouche
7 mai 2024 à 13:38

Numerama est à Londres pour la première keynote Apple de 2024, et la première délocalisée en Europe depuis plus d'une décennie. Cet article vous propose un live blog de l'événement, avec les annonces de la marque californienne minute par minute. Ensuite, Numerama va aussi prendre en main les nouveaux produits.

The Last Thing the iPad Needs Is a Spec Bump

✇Slashdot
Par : msmash
2 mai 2024 à 18:42
An anonymous reader shares a column: When Apple CEO Tim Cook and a bunch of his deputies take the virtual stage next week to announce new iPads, they're going to spend a lot of time talking about specs. If the rumors are true, we're going to get new iPad Pros with OLED screens and thinner bodies, new Airs with faster chips and a correctly placed front camera, and a couple of new accessories. Before they even launch, I feel confident telling you these are the best iPads ever. But after all these years, I still don't know how to tell you whether you should want an iPad. Or what you'd want to do with it. This has been true forever, of course. The iPad is the jack-of-all-trades in Apple's lineup, a terrific device in many ways that still feels increasingly redundant now that so many people have big phones and long-lasting laptops. Apple seems to have spent the last decade-plus enamored with the idea of the iPad as a shapeshifter -- a device that can be exactly what you need at any given time. The company loves that the iPad's use case is hard to pin down, that it means different things to different people. It's a fun, good, ambitious idea: The One Gadget To Rule Them All. The way to make that happen, though, is not to upgrade the chips or move the buttons or redesign the rounded corners. It's to focus less on the iPad itself and more on the things you attach to it. [...] The iPad is a screen and a processor, and everything else should be an add-on for whenever you need it. Give the gamers a controller and an external GPU. Give the music lovers a speaker dock, and give the smart home fanatics a bunch of buttons that connect to various devices. The photographers need lenses; the spreadsheeters need a keyboard with function keys. The Pencil and the Magic Keyboard are a start, but Apple needs to do much more. The company needs to spend less time worrying about the iPad itself -- a device famous for how long it lasts and that hardly anyone is using to its full potential -- and more time on how to make it more than just a tablet. (Plus, bonus for Apple: it's going to be a lot easier to get people to buy accessories than to convince them to upgrade their iPad when they don't need to.)

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Le MacBook Air M1 passe sous la barre des 800 € pour les French Days

✇Numerama.com - Magazine
Par : Matthieu Fabris
1 mai 2024 à 06:00

[Deal du jour] Régulièrement en promotion, le MacBook Air M1 13 pouces passe sous les 800 € pendant les French Days. Un prix rarement atteint pour l’ultraportable d'Apple.

'The Apple Vision Pro's eBay Prices Are Making Me Sad'

✇Slashdot
Par : msmash
29 avril 2024 à 18:15
An anonymous reader shares a report: I paid a lot of money for the privilege of getting an Apple Vision Pro brand-new in February. All-in, with optical inserts and taxes, I financed a little over $3,900 for the 256GB version of the headset. A day or so ago, I made a mistake that I'm sure many early adopters are familiar with: I looked up how much it's been selling for on eBay. On Wednesday, a 1TB Vision Pro, complete with all the included gear, Apple's fluffy $200 travel case, $500 AppleCare Plus, and claimed to have been "worn maybe about an hour" sold for $3,200 after 21 bids. The listed shipping estimate was $20.30. Brand new, that combination is $5,007.03 on Apple's site for me. Another eBay listing, this one with my headset's configuration (but sans optical inserts) went for just $2,600 -- again with most, if not all, of the included accessories. Several other 256GB and 512GB models sold for around that amount this week. The story is no different over on Swappa, a popular reselling site among Apple users. Bloomberg News, over the weekend: In related news, employees at some Apple retail stores are now being asked to fill out surveys after giving Vision Pro demonstrations to potential buyers. Apple wants to know if they were able to close a sale and get any feedback from the would-be buyer. Apple also wants to ensure employees are following the 20-minute demo script. As I wrote last week, Vision Pro demand has dropped considerably at many Apple stores. One retail employee says they haven't seen one Vision Pro purchase in weeks and that the number of returns equaled the device's sales in the first month that it was available.

Read more of this story at Slashdot.

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