Analysts believe Apple taking a highly unusual step, may double Mac user base

Analysts believe Apple may be adopting a very uncharacteristic policy in pursuit of accelerated growth. The company has traditionally protected its industry-leading profit margins, but now appears to be willing to sacrifice these to some degree in order to prioritize increased market share.

Analysts believe this is creating enormous opportunities for increasing the Mac user base in particular, with a big name suggesting that a doubling within the next decade is “certainly achievable” …

The entire tech industry is being hammered by dramatic increases to memory costs resulting from demand for AI


Microsoft Surface price hikes the latest reason to buy a MacBook Neo

Even Windows fans saw the MacBook Neo as a stunning buy, with many saying that Microsoft and other brands were going to be forced to respond. Microsoft has now done so – but in completely the wrong way.

Yesterday saw the announcement of some very steep Microsoft Surface price hikes across the full range of models. The 13-inch version matching the MacBook Neo display size has seen a staggering 50% increase from $999 to $1,499 …

reported on the increases.

Microsoft has


Apple @ Work Podcast: PocketMDM brings Apple Business Manager to your pocket

, the only Apple Unified Platform. Mosyle is the only solution that integrates in a single professional-grade platform all the solutions necessary to seamlessly and automatically deploy, manage & protect Apple devices at work. Over 45,000 organizations trust Mosyle to make millions of Apple devices work-ready with no effort and at an affordable cost. today and understand why Mosyle is everything you need to work with Apple .

In this episode of Apple @ Work, Joshua Patrick joins the show to talk about his new app


Never lose anything again with these Find My accessories

There’s a robust ecosystem of Find My accessories on the market nowadays, across various different designs and form factors. Here are some of the most popular options.

Updated April 13, 2026 : Added AirTag 2 specs and details.

As a refresher, Find My accessories broadcast a low-energy Bluetooth signal picked up by nearby Apple devices. They do not rely on GPS technology.

Instead, that location is transmitted securely and privately to the Find My network. This means that your Find My-

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Dope Thief’s Brian Tyree Henry joins upcoming Apple Original Films feature

Apple TV confirmed today that Brian Tyree Henry, who recently starred alongside Wagner Moura ( , ) on , is joining a new feature film from Apple Original Films. Here are the details.

Last November, that film director and screenwriter Gavin O’Connor was developing “Running,” a movie that “follows a homeless high school running prodigy on the hunt for greatness as he uses his gifts to outrun his past and find a family.”

Today, Apple confirmed that Brian Tyree Henry has joined the cast and will star


Security Bite Podcast: Atomic Stealer is blurring the line between infostealers and trojans on Mac

9to5Mac Security Bite is exclusively brought to you by Making Apple devices work-ready and enterprise-safe is all we do. Our unique integrated approach to management and security combines state-of-the-art Apple-specific security solutions for fully automated Hardening & Compliance, Next Generation EDR, AI-powered Zero Trust, and exclusive Privilege Management with the most powerful and modern Apple MDM on the market. The result is a totally automated Apple Unified Platform currently trusted by over 45,000


MagSafe Monday: Is a suction cup the best way to secure your MagSafe desk charger?

I have tested dozens of MagSafe iPhone desk chargers, and a lot of them suffer from the same super-annoying flaw. Unless they are made of solid steel and weigh five pounds, they slide all over your desk when you try to grab your iPhone or tap the screen to check a notification. You’ll often have to hold the base down with one hand while pulling the iPhone off with the other. Scosche decided to tackle this problem in a completely different way with its new . Instead of relying on heavy


iCloud backups targeted in hack-for-hire operation using fake Apple pages

A new investigation shows that hackers are still relying on old tricks to break into iPhones and Android devices. Here are the details.

As spotted by , three cybersecurity research companies collaborated to produce complementary reports detailing a years-long hack-for-hire campaign targeting journalists, activists, and officials across the Middle East and North Africa.

According to findings shared by , , and , the attacks targeted civilians and government officials in several countries, most of them in the region, in addition to “the United Kingdom, and


Apple Japan launches fun new App Store spring campaign with local artists

Apple’s marketing efforts have been on a tear lately. While the campaign has been getting most of the attention , a new spring campaign in Japan has been promoting the App Store with fun commissioned ads. Watch them below.

As spotted by (via ), Apple Japan’s has published a new spring campaign made up of three videos promoting the App Store through artwork commissioned from 13 local artists.

In each video, after the user taps the App Store logo, the camera zooms into a colorful sequence of


Apple TV is about to have three top-tier shows airing all at once

Apple TV has a big summer ahead with the return of Ted Lasso , Dark Matter , and more , but the streamer’s current lineup is compelling too, and will get even more so later this week.

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