Apple is making changes to iOS in Europe to comply with the EU's Digital Markets Act cracking down on Big Tech gatekeepers. The act demands interoperability, fairness and privacy measures including allowing competing browser engines on iOS. Despite better browser choice, Google and Mozilla are unhappy with Apple's proposed changes. Mozilla says restricting browser engine integration to EU apps burdens rivals to build separate implementations. Mozilla's comment: "We are still reviewing the technical details but are extremely disappointed with Apple's proposed plan to restrict the newly-announced BrowserEngineKit to EU-specific apps. The effect of this would be to force an independent browser like Firefox to build and maintain two separate browser implementations -- a burden Apple themselves will not have to bear. Apple's proposals fail to give consumers viable choices by making it as painful as possible for others to provide competitive alternatives to Safari. This is another example of Apple creating barriers to prevent true browser competition on iOS." Google's VP of engineering for Chrome, Parisa Tabriz, commented on DeMonte's statement, saying, "Strong agree with Mozilla. Apple isn't serious about supporting web browser or engine choice on iOS. Their strategy is overly restrictive, and won't meaningfully lead to real choice for browser developers."

Government hackers last year exploited three unknown vulnerabilities in Apple's iPhone operating system to target victims with spyware developed by a European startup, according to Google. TechCrunch: On Tuesday, Google's Threat Analysis Group, the company's team that investigates nation-backed hacking, published a report analyzing several government campaigns conducted with hacking tools developed by several spyware and exploit sellers, including Barcelona-based startup Variston. In one of the campaigns, according to Google, government hackers took advantage of three iPhone "zero-days," which are vulnerabilities not known to Apple at the time they were exploited. In this case, the hacking tools were developed by Variston, a surveillance and hacking technology startup whose malware has already been analyzed twice by Google in 2022 and 2023.

Google said it discovered the unknown Variston customer using these zero-days in March 2023 to target iPhones in Indonesia. The hackers delivered an SMS text message containing a malicious link that infected the target's phone with spyware, and then redirected the victim to a news article by the Indonesian newspaper Pikiran Rakyat. Google did not say who was Variston's government customer in this case.

An anonymous reader quotes a report from MacRumors: Apple Vision Pro owners who forget the passcode they set will need to take the device to an Apple retail location to get it reset, reports Bloomberg's Mark Gurman. There is apparently no on-device way to reset a Vision Pro passcode if it is forgotten. [...] Customers who have forgotten their Vision Pro passcodes have been told by Apple that they will need to visit a retail store for a fix or will need to ship the headset to Apple if there isn't a nearby store. Like Apple's iOS devices, the incorrect passcode cannot be entered too many times or the device will be disabled, with a waiting period before a passcode can be entered again. Removing the passcode requires erasing all content on the Vision Pro. [...]

There is an erase content setting on the Vision Pro, but there is no way to get into the reset mode using a combination of button presses. Erasing Vision Pro can only be done through the Settings app. Customers who have the $300 Developer Strap may be able to wipe the device from a Mac, but most users will not be able to get this accessory as it is limited to registered developers in the United States.

After declining to allow their iPad app to run on the Vision Pro before launch, YouTube now says it has an app on its roadmap. "We're excited to see Vision Pro launch and we're supporting it by ensuring YouTube users have a great experience in Safari," said YouTube spokesperson Jessica Gibby. "We do not have any specific plans to share at this time, but can confirm that a Vision Pro app is on our roadmap." The Verge reports: Gibby didn't give a date for this roadmap, so we'll have to wait and see what YouTube does here -- it could just tweak the iPad app, or it could do a lot more. One thing YouTube and Apple have not done yet is figure out support for the large library of 360 and VR video on YouTube right now -- YouTube has had 3D support since 2011 and 360 support since 2016, but none of it works on the Vision Pro. (Here I am interviewing Michelle Obama at the White House in 360 in 2016!)

I asked Apple if YouTube's 360 and 3D videos will ever work on the Vision Pro during our review, and Apple spokesperson Jackie Roy basically told me they aren't good enough, saying that "much of this content was created for devices that do not deliver a high-quality spatial experience. In some cases, this content could also cause motion discomfort. We've focused our efforts on delivering the best spatial media experience possible including spatial photos and videos, Apple Immersive Video, and 3D movies available on Apple TV." Tough! I asked YouTube if this new app will support VR and 360 video on the Vision Pro and have not heard back yet.

Apple, in a blog post: We are delighted to announce the open source first release of Pkl (pronounced Pickle), a programming language for producing configuration. When thinking about configuration, it is common to think of static languages like JSON, YAML, or Property Lists. While these languages have their own merits, they tend to fall short when configuration grows in complexity. For example, their lack of expressivity means that code often gets repeated. Additionally, it can be easy to make configuration errors, because these formats do not provide any validation of their own. To address these shortcomings, sometimes formats get enhanced by ancillary tools that add special logic. For example, perhaps there's a need to make code more DRY, so a special property is introduced that understands how to resolve references, and merge objects together. Alternatively, there's a need to guard against validation errors, so some new way is created to validate a configuration value against an expected type. Before long, these formats almost become programming languages, but ones that are hard to understand and hard to write.

On the other end of the spectrum, a general-purpose language might be used instead. Languages like Kotlin, Ruby, or JavaScript become the basis for DSLs that generate configuration data. While these languages are tremendously powerful, they can be awkward to use for describing configuration, because they are not oriented around defining and validating data. Additionally, these DSLs tend to be tied to their own ecosystems. It is a hard sell to use a Kotlin DSL as the configuration layer for an application written in Go. We created Pkl because we think that configuration is best expressed as a blend between a static language and a general-purpose programming language. We want to take the best of both worlds; to provide a language that is declarative and simple to read and write, but enhanced with capabilities borrowed from general-purpose languages. When writing Pkl, you are able to use the language features you'd expect, like classes, functions, conditionals, and loops. You can build abstraction layers, and share code by creating packages and publishing them. Most importantly, you can use Pkl to meet many different types of configuration needs. It can be used to produce static configuration files in any format, or be embedded as a library into another application runtime.

We designed Pkl with three overarching goals:
To provide safety by catching validation errors before deployment.
To scale from simple to complex use-cases.
To be a joy to write, with our best-in-class IDE integrations.

James Cameron tells Vanity Fair's Nick Bilton that his experience with Apple's Vision Pro "was religious. I was skeptical at first. I don't bow down before the great god of Apple, but I was really, really blown away... I think it's not evolutionary; it's revolutionary. And I'm speaking as someone who has worked in VR for 18 years." He explained that the reason it looks so real is because the Apple Vision Pro is writing a 4K image into my eyes. "That's the equivalent of the resolution of a 75-inch TV into each of your eyeballs — 23 million pixels." To put that into perspective, the average 4K television has around 8 million pixels. Apple engineers didn't slice off a rectangle from the corner of a 4K display and put it in the Apple Vision Pro. They somehow compressed twice as many pixels into a space as small as your eyeball. This, to people like Cameron who have been working in this space for two decades, "solves every problem."

But even with all this wonder, with 23 million pixels that are so clear and crisp that you can't tell reality from a digital composite of it.... the more I've used the Apple Vision Pro over the past two weeks, the more one glaring problem revealed itself to me. It's not the weight (which is a problem but will come down over time), or the size (which will shrink with each iteration), or the worry that it will drive us to consume more content alone (almost half of Americans already watch TV alone). Or how tech giants like Meta, Netflix, Spotify, and Google are currently withholding their apps from the device. (Content creators may come around once the consumers are there, and some, like Disney, are already embracing the device, making 150 movies available in 3D, including from mega-franchises like Star Wars and Marvel.) And it's not even the price, because if Apple wanted to, the company could subsidize the cost of the Apple Vision Pro and it would have about as much financial impact as Cook losing a nickel between his couch cushions.

I'm talking about something that I don't see a solution for... I can see a day when we all can't imagine living without an augmented reality. When we're enveloped more and more by technology, to the point that we crave these glasses like a drug, like we crave our iPhones today but with more desire for the dopamine hit this resolution of AR can deliver. I know deep down that the Apple Vision Pro is too immersive, and yet all I want to do is see the world through it. "I'm sure the technology is terrific. I still think and hope it fails," one Silicon Valley investor said to me. "Apple feels more and more like a tech fentanyl dealer that poses as a rehab provider." Harsh words, but he feels what we all feel, a slave to our smartphone, and he's seen this play before and he knows what the first act is like, and the second act, and he knows how it ends.

• Political blogger Taegan Goddard says the Vision Pro "offers a glimpse of how we might use computers in the future. If you're skeptical — and many people are — you need to try it before drawing any conclusions. It's hard to explain unless you've worn it. But I can assure you, it's mind-blowing."

• Apple CEO Tim Cook tells Bilton "You can actually lay on your sofa and put the displays on your ceiling if you wish. I watched the third season of Ted Lasso on my ceiling and it was unbelievable!"

• Dan Ives, a senior analyst at the investment firm Wedbush Securities, tells Bilton, "We think a few years from now it'll resemble sunglasses and be less than $1,500."

Ivan Mehta reports via TechCrunch: Nearly a week after Apple announced big changes to the App Store because of the European Union's Digital Markets Act (DMA) rules, the company said that the market represents 7% of its global App Store revenues. The company's chief financial officer Luca Maestri said that the monetary impact of these changes will depend on choices made by developers to adopt different systems. "A lot will depend on the choices that will be made. Just to keep it in context, the changes applied to the EU market, which represents roughly 7% of our global app store revenue," he said in reply to an analyst's question.

Because of DMA, Apple has to allow alternative app stores and let developers use third-party payment processors. The company plans to charge a core tech fee if an app crosses a million annual downloads across different app stores. Amid these changes, Apple noted a record quarter for App Store revenues. The company's overall services revenue was $23.1 billion with an 11% jump year-on-year. Apple continued its narrative of defending the App Store and its commission ecosystem by saying that it provides the best privacy and security. CEO Tim Cook emphasized that the company will fall short of providing the best experience to users because of these changes.

"If you think about what we've done over the years is, we've really majored on privacy, security and usability. And we've tried our best to get as close to the past in terms of the things that are -- that people love about our ecosystem as we can, but we are going to fall short of providing the maximum amount that we could supply, because we need to comply with the regulation," he said.

Apple has tossed another crumb to investors wondering when the world will get to see some 'Made in Cupertino' GenAI: Expect Apple to reveal what it's been working on in this buzzy slice of AI "later this year," per CEO Tim Cook. TechCrunch: During an earnings call yesterday, Apple's chief exec emphasized its ongoing investment in AI, alongside other -- as he put it -- "groundbreaking innovation," such as the technologies which underpin Apple's Vision Pro VR/AR headset, saying: "We continue to spend a tremendous amount of time and effort and we're excited to share the details of our ongoing work in that space later this year." Very unusual for Apple to publicly admit anything in its future roadmap.

Apple's Vision Pro virtual reality headset officially launched in the U.S. on Friday. Customers who preordered the headset will begin to receive it or pick it up at Apple Store locations. CNBC adds: Apple CEO Tim Cook appeared at the company's flagship Fifth Avenue store in New York City on Friday morning to celebrate the headset's release. Speaking to CNBC's Jim Cramer at the event about the Vision Pro's high sticker price, Cook called it "tomorrow's technology today." The Vision Pro starts at $3,500.

"People can spread their payments out over time, and so that's one affordability kind of thing," Cook said, referring to a monthly financing plan that buyers can choose. "It's chock-full of invention. It's got 5,000 patents on it. We think we priced it at the right level considering the value of it," Cook added.

An anonymous reader quotes a report from TechCrunch: The pace is picking up for the Apple Vison Pro apps ahead of the spatial computing device's Friday launch as developers ready their apps for the new platform. While just last week, only 150-plus apps had been specifically designed for the Vision Pro so far, according to a third-party analysis of the App Store, Apple announced today that more than 600 new apps and games are being readied for the Vison Pro ahead of its debut. These join the more than 1 million already compatible apps across iOS and iPadOS, the company says. [...]

The company says more than 600 apps and games have been designed to take advantage of the Vision Pro's capabilities and its 3D user interface that's navigated using your eyes, hands and voice. Several streaming apps have already announced their support, including Disney+, ESPN, MLB, PGA Tour, Max, Discovery+, Amazon Prime Video, Paramount+, Peacock, Pluto TV, Tubi, Fubo, Crunchyroll, Red Bull TV, IMAX, TikTok and MUBI. The PGA Tour Vision app offers a golf game with real-time shot tracking across models of real golf courses, while the NBA app will allow streaming up to five broadcasts live or on-demand at once, Apple notes. Red Bull TV will include 3D maps of races. Soccer fans will also be able to stream MLS Season Pass via Apple's own Apple TV app. That app will offer access to Apple's Originals, more than 200 3D movies and Apple Immersive Video.

Apple has discontinued support for the mid-2012 13-inch MacBook Pro, the last model to include an optical drive. Products are considered obsolete when Apple ceased distribution over 7 years ago, making service and parts unavailable. The laptop was removed from Apple's lineup in 2016 but remained compatible with macOS until Big Sur in 2020. While optical drives had already fallen out of favor, the phase out marks the end of an era for pro users requiring discs for media production.

Apple has lifted the embargo on the first wave of non-curated reviews of its Vision Pro headset, and the results are somewhat surprising. The initial "high" experienced upon first impressions, where reviewers laud the headset's "incredibly impressive displays" and "near perfect" tracking capabilities, has waned. In real-world conditions outside of Apple's heavily-regulated demos, the Vision Pro appears to suffer from limited productivity usecases, DRM'd apps, and half-baked features that suggest this device is still very much in the dev-kit stage. Above all, however, is the isolation experienced when using the Vision Pro. It offers very few options for wearers to socialize and share memories with one another in any meaningful way. Tim Cook may be right when he said headsets are inherently isolating.

"You're in there, having experiences all by yourself that no one else can take part it," concludes Nilay Patel in his review for The Verge. "I don't want to get work done in the Vision Pro. I get my work done with other people, and I'd rather be out here with them."

These are some of our favorite reviews of the Apple Vision Pro:

- The Verge: Apple Vision Pro review: magic, until it's not
- The Wall Street Journal: Apple Vision Pro Review: The Best Headset Yet Is Just a Glimpse of the Future
- Washington Post: Apple's Vision Pro is nearly here. But what can you do with it?
- Tom's Guide: Apple Vision Pro review: A revolution in progress
- CNET: Apple Vision Pro Review: A Mind-Blowing Look at an Unfinished Future
- CNBC: Apple Vision Pro review: This is the future of computing and entertainment

AmiMoJo writes: Apple has attacked proposals for the UK government to pre-approve new security features introduced by tech firms. Under the proposed amendments to existing laws, if the UK Home Office declined an update, it then could not be released in any other country, and the public would not be informed. The government is seeking to update the Investigatory Powers Act (IPA) 2016. The Home Office said it supported privacy-focused tech but added that it also had to keep the country safe.

A government spokesperson said: "We have always been clear that we support technological innovation and private and secure communications technologies, including end-to-end encryption, but this cannot come at a cost to public safety." The proposed changes will be debated in the House of Lords tomorrow. Apple says it is an "unprecedented overreach" by the UK government. "We're deeply concerned the proposed amendments to the Investigatory Powers Act (IPA) now before Parliament place users' privacy and security at risk," said Apple in a statement. "It's an unprecedented overreach by the government and, if enacted, the UK could attempt to secretly veto new user protections globally preventing us from ever offering them to customers."

An anonymous reader shares a report: Apple is widely expected to unveil major new artificial intelligence features with iOS 18 in June. Code found by 9to5Mac in the first beta of iOS 17.4 shows that Apple is continuing to work on a new version of Siri powered by large language model technology, with a little help from other sources. In fact, Apple appears to be using OpenAI's ChatGPT API for internal testing to help the development of its own AI models. According to this code, iOS 17.4 includes a new SiriSummarization private framework that makes calls to the OpenAI's ChatGPT API. This appears to be something Apple is using for internal testing of its new AI features. There are multiple examples of system prompts for the SiriSummarization framework in iOS 17.4 as well. This includes things like "please summarize," "please answer this questions," and "please summarize the given text."

Apple is unlikely to use OpenAI models to power any of its artificial intelligence features in iOS 18. Instead, what it's doing here is testing its own AI models against ChatGPT. For example, the SiriSummarization framework can do summarization using on-device models. Apple appears to be using its own AI models to power this framework, then internally comparing its results against the results of ChatGPT. In total, iOS 17.4 code suggests Apple is testing four different AI models. This includes Apple's internal model called "Ajax," which Bloomberg has previously reported. iOS 17.4 shows that there are two versions of AjaxGPT, including one that is processed on-device and one that is not.

Apple faces strong action if changes to its App Store do not meet incoming European Union regulations, the bloc's industry chief said on Friday. Reuters: In a move designed to comply with the EU's incoming Digital Markets Act (DMA), the company will soon allow software developers to distribute their apps to Apple devices via alternative stores. From early March, developers will be able to offer alternative app stores on iPhones and opt out of using Apple's in-app payment system, which charges commissions of up to 30%.

However, critics have said the changes do not go far enough, arguing Apple's fee structure remains unfair, and that the changes may be in violation of the DMA. Asked about Apple's plans, EU industry chief Thierry Breton exclusively told Reuters: "The DMA will open the gates of the internet to competition so that digital markets are fair and open. Change is already happening. As from 7 March we will assess companies' proposals, with the feedback of third parties." He added: "If the proposed solutions are not good enough, we will not hesitate to take strong action."

In response to new EU regulations, Apple on Thursday outlined plans to allow iOS developers to distribute apps outside the App Store starting in March, though developers must still submit apps for Apple's review and pay commissions. Now critics say the changes don't go far enough and Apple retains too much control.

Epic Games CEO Tim Sweeney: They are forcing developers to choose between App Store exclusivity and the store terms, which will be illegal under DMA (Digital Markets Act), or accept a new also-illegal anticompetitive scheme rife with new Junk Fees on downloads and new Apple taxes on payments they don't process. 37signals's David Heinemeier Hansson, who is also the creator of Ruby on Rails: Let's start with the extortion regime that'll befell any large developer who might be tempted to try hosting their app in one of these new alternative app stores that the EU forced Apple to allow. And let's take Meta as a good example. Their Instagram app alone is used by over 300 million people in Europe. Let's just say for easy math there's 250 million of those in the EU. In order to distribute Instagram on, say, a new Microsoft iOS App Store, Meta would have to pay Apple $11,277,174 PER MONTH(!!!) as a "Core Technology Fee." That's $135 MILLION DOLLARS per year. Just for the privilege of putting Instagram into a competing store. No fee if they stay in Apple's App Store exclusively.

Holy shakedown, batman! That might be the most blatant extortion attempt ever committed to public policy by any technology company ever. And Meta has many successful apps! WhatsApp is even more popular in Europe than Instagram, so that's another $135M+/year. Then they gotta pay for the Facebook app too. There's the Messenger app. You add a hundred million here and a hundred million there, and suddenly you're talking about real money! Even for a big corporation like Meta, it would be an insane expense to offer all their apps in these new alternative app stores.

Which, of course, is the entire point. Apple doesn't want Meta, or anyone, to actually use these alternative app stores. They want everything to stay exactly as it is, so they can continue with the rake undisturbed. This poison pill is therefore explicitly designed to ensure that no second-party app store ever takes off. Without any of the big apps, there will be no draw, and there'll be no stores. All of the EU's efforts to create competition in the digital markets will be for nothing. And Apple gets to send a clear signal: If you interrupt our tool-booth operation, we'll make you regret it, and we'll make you pay. Don't resist, just let it be. Let's hope the EU doesn't just let it be. Coalition of App Fairness, an industry body that represents over 70 firms including Tinder, Spotify, Proton, Tile, and News Media Europe: "Apple clearly has no intention to comply with the DMA. Apple is introducing new fees on direct downloads and payments they do nothing to process, which violates the law. This plan does not achieve the DMA's goal to increase competition and fairness in the digital market -- it is not fair, reasonable, nor non-discriminatory," said Rick VanMeter, Executive Director of the Coalition for App Fairness.

"Apple's proposal forces developers to choose between two anticompetitive and illegal options. Either stick with the terrible status quo or opt into a new convoluted set of terms that are bad for developers and consumers alike. This is yet another attempt to circumvent regulation, the likes of which we've seen in the United States, the Netherlands and South Korea. Apple's 'plan' is a shameless insult to the European Commission and the millions of European consumers they represent -- it must not stand and should be rejected by the Commission."

Netflix is on everything. It's on your phone, computer, and game console, going all the way back to the Nintendo Wii. Hell, you can get your Netflix fix on a Peloton. One place where Netflix won't be is Apple's upcoming Vision Pro VR headset. Why isn't Netflix planning an app for what is Apple's big $3,500 gamble on the future of augmented reality? According to co-CEO Greg Peters, it's because the company doesn't know if anybody's actually going to use it. Gizmodo: More specifically, he called the device "subscale," adding that he didn't know if it would be "relevant to most of our members." That was in an interview with business analyst Ben Thompson, where Peters implied his company is being far more selective, at least when it comes to Apple's $3,500 "spatial computer."

"We have to be careful about making sure that we're not investing in places that are not really yielding a return, and I would say we'll see where things go with Vision Pro," the Netflix co-CEO said. The interview dropped barely a day after Peters got done extolling how the company gained more than 13 million new subscribers in the last three months of 2023 while also mentioning potentially increasing subscription prices. Other common apps like Spotify and YouTube also don't plan to have a Vision Pro-specific app at launch, instead directing people to log on through their Safari browser. Peters added that they still want to work with Apple, and "sometimes we find a great space of overlap. We can move very, very quickly. Sometimes it takes a little bit longer." The investment Netflix is talking about is not unchecking a box to enable the iPad app on the Vision Pro.

Starting today Apple is opening up its App Store to allow game streaming apps and services. From a report: This means that services like Xbox Cloud Streaming and GeForce Now, which previously were only accessible on iOS via a web browser, will be able to offer full-featured apps. "Developers can now submit a single app with the capability to stream all of the games offered in their catalog," Apple wrote in a blog post. These changes apply "worldwide," according to the company.

In 2020, Apple appeared to have carved out a space for these cloud gaming services in the App Store. But that turned out not to be the case, as all games available through each service had to be submitted and reviewed as a standalone app. So the shift to allow one app with a large catalog of games marks a major change. As part of today's announcement, Apple said that "each experience made available in an app on the App Store will be required to adhere to all App Store Review Guidelines and its host app will need to maintain an age rating of the highest age-rated content included in the app." Apple also says that developers will now "be able to provide enhanced discovery opportunities for streaming games, mini-apps, mini-games, chatbots, and plug-ins that are found within their apps," and that "mini-apps, mini-games, chatbots, and plug-ins will be able to incorporate Apple's In-App Purchase system to offer their users paid digital content or services for the first time, such as a subscription for an individual chatbot."

The iPhone's app ecosystem is about to go through its biggest shake-up since the App Store launched in 2008. Today, Apple announced how it plans to change the rules for developers releasing iOS software in the European Union in response to the bloc's Digital Markets Act (DMA) coming into force in March. The big news is that third-party app stores will be allowed on iOS for the first time, breaking the Apple App Store's position as the sole distributor of iPhone apps. The changes will arrive with iOS 17.4 in March. From a report: Here's how the new "alternative app marketplaces," as Apple called them, will work. Users in the EU and on iOS 17.4 will be able to download a marketplace from that marketplace's website. In order to be used on an iPhone, those marketplaces have to go through Apple's approval process, and once you download one, you have to explicitly give it permission to download apps to your device. But once the marketplace is approved and on your device, you can download anything you want -- including apps that violate App Store guidelines. You can even set a non-App Store marketplace as the default on your device.

Developers, meanwhile, can choose whether to use Apple's payment services and in-app purchases or integrate a third-party system for payments without paying an additional fee to Apple. If the developer wants to stick with Apple's existing in-app payment system, there's an additional 3 percent processing fee. Apple still plans to keep a close eye on the app distribution process. All apps must be "notarized" by Apple, and distribution through third-party marketplaces is still managed by Apple's systems. Developers will only be allowed to distribute a single version of their app across different app stores, and they'll still have to abide by some basic platform requirements, like getting scanned for malware. Apple says that anyone looking to develop an alternative app marketplace will have to provide evidence that it can financially "guarantee support for developers and customers." Apple wants "a stand-by letter of credit from an A-rated (or equivalent by S&P, Fitch, or Moody's) financial Institution of 1 million Euro prior to receiving the entitlement. It will need to be auto-renewed on a yearly basis."

Apple's longest-running product is an increasingly small part of the company's business. And yet, it's never been more successful. Jason Snell, writing for The Verge: Twenty years ago, on the Mac's 20th anniversary, I asked Steve Jobs if the Mac would still be relevant to Apple in the age of the iPod. He scoffed at the prospect of the Mac not being important: "of course" it would be. Yet, 10 years later, Apple's revenue was increasingly dominated by the iPhone, and the recent success of the new iPad had provided another banner product for the company. When I interviewed Apple exec Phil Schiller for the Mac's 30th anniversary, I found myself asking him about the Mac's relevance, too. He also scoffed: "Our view is, the Mac keeps going forever," he said.

Today marks 40 years since Jobs unveiled the original Macintosh at an event in Cupertino, and it once again feels right to ask what's next for the Mac. Next week, Apple will release financial results that will reinforce that Mac sales are among the best they've been in the product's history. Then, a day later, Apple will release a new device, the Vision Pro, that will join the iPhone, iPad, and Apple Watch in an ever-expanding lineup of which the Mac is only one small part. As the Mac turns 40, it's never been more successful -- or more irrelevant to Apple's bottom line. It's undergone massive changes in the past few years that ensure its survival but also lash it to a hardware design process dominated by the iPhone. Being middle-aged can be complicated.

Mac users -- and I've been one of them for 34 of those 40 years -- have been on the defensive for most of the platform's existence. The original Mac cost $2,495 (equivalent to more than $7,300 today), and it had to compete with Apple's own Apple II series, which was more affordable and wildly successful. The Mac was far from a sure thing, even at Apple: in the years after the Mac was first introduced, Apple released multiple new Apple II models. (One even had a mouse and ran a version of the Mac's Finder file manager.) It took a long time for the Mac to emerge from the Apple II's shadow. And as revolutionary as the Mac's interface was -- it was the first popular personal computer to have a mouse-driven, menu-oriented user interface rather than a simple command line -- it also had to overcome an enormous amount of resistance for being such an outlier. Once Microsoft truly embraced the Mac's interface style with Windows, it took over the world, leaving the Mac with measly market share and diminishing prospects. Further reading:
Apple Shares the Secret of Why the 40-Year-Old Mac Still Rules.
Greg Joswiak on the Mac's Enduring Appeal.
Mac at 40: The Eras Tour.
40 Years Later, the Original Mac is More Amazing Than Ever.
The Birth of the Mac: Rolling Stone's 1984 Feature on Steve Jobs and His Whiz Kids (March 1, 1984).