Nordic Spirit has partnered with Co-op Live, one of the UK’s major entertainment venues, in a move that puts a nicotine pouch presence in the UK inside a high-profile live entertainment environment.

The partnership is particularly notable because the UK’s rules governing the advertising and sponsorship of nicotine products are about to change significantly. The Tobacco and Vapes Act 2026 introduces a much broader framework covering the promotion and sponsorship of vaping and nicotine products, with the government intending the new advertising and sponsorship restrictions to take effect on June 1, 2027.

That makes the timing of the Nordic Spirit and Co-op Live deal more interesting than a conventional venue partnership. It arrives during a period when nicotine brands are still able to operate within the existing rules, while preparing for a substantially more restrictive marketing environment.

What Is the Nordic Spirit and Co-op Live Partnership?

Nordic Spirit, a nicotine pouch brand, has entered into a partnership with Co-op Live that gives the brand a presence at the Manchester entertainment venue.

Rather than being simply a retail arrangement, the partnership places Nordic Spirit within an entertainment setting where brand visibility and audience engagement are important parts of the commercial relationship.

For Nordic Spirit, the deal provides another way to establish brand awareness among adult nicotine consumers . For Co-op Live, the agreement represents a commercial partnership with a nicotine brand during a period of significant regulatory change across the UK nicotine market.

The timing is therefore an important part of the story.

Why the Timing Matters

The UK nicotine market is approaching a major change in how products can be promoted.

The Tobacco and Vapes Act 2026 extends advertising and sponsorship restrictions to nicotine products as well as vaping products. The government’s Department of Health and Social Care says it intends the comprehensive advertising and sponsorship ban to begin on June 1, 2027.

The legislation goes beyond traditional advertising. Section 131 covers sponsorship agreements involving vaping products and nicotine products where contributions are made under an agreement and activities resulting from that agreement promote those products in the UK.

This is important because sponsorship is different from placing a conventional advertisement in a newspaper or on a website.

A sponsorship arrangement can connect a brand with a venue, event, sports organisation or other public-facing activity. Under the new framework, those relationships can therefore become subject to much greater scrutiny when they promote a nicotine product.

What Changes Under the Tobacco and Vapes Act?

The new law represents a substantial expansion of the UK’s approach to nicotine marketing.

The government says the future restrictions will cover advertising, promotion and sponsorship involving vaping and nicotine products. They are intended to apply across the UK.

The legislation also makes clear that sponsorship restrictions can apply when a sponsorship agreement results in activities intended to promote a vaping or nicotine product.

That distinction matters for businesses because the question is not simply whether a company has purchased a conventional advertisement.

The wider issue is whether a commercial arrangement results in promotional activity for a product that falls within the scope of the legislation.

Does the New Law Automatically Make the Co-op Live Deal Illegal?

Not necessarily.

This is an important distinction that should not be overlooked.

The government has stated that it intends the comprehensive advertising and sponsorship restrictions to come into force from June 1, 2027. However, the explanatory notes to the legislation state that the commencement of Section 131 is to be specified by regulations.

That means it would be inaccurate to conclude simply that the existing Nordic Spirit and Co-op Live partnership is already prohibited.

Instead, the more useful question is how the arrangement will be treated as the new rules take effect and whether any existing contractual or promotional activity needs to change.

The final practical impact will depend on the commencement regulations, implementation details and guidance available to businesses.

Why Venue Partnerships Are Becoming More Important to Watch

The Nordic Spirit deal illustrates a broader issue in the nicotine industry.

For years, brands have used different forms of visibility to establish consumer awareness, including retail presence, digital communication, events and sponsorships.

The upcoming UK restrictions could significantly reduce the number of channels available for commercial promotion.

That makes existing partnerships particularly interesting.

A venue partnership can involve more than a logo on a wall. Depending on the agreement, it may include branded areas, promotional material, digital exposure, event-related activity or other forms of brand association.

Under a regulatory framework that specifically addresses sponsorship and promotion, businesses will need to assess those elements individually rather than treating the entire arrangement as a simple advertising purchase.

Nicotine Pouches Face a Different Regulatory Landscape

Nicotine pouches have also become increasingly visible in the UK nicotine market.

Unlike traditional tobacco products, nicotine pouches do not contain tobacco. However, the Tobacco and Vapes Act 2026 specifically brings nicotine products within the broader advertising and sponsorship framework. The government’s explanatory notes describe the new rules as extending advertising, promotion and sponsorship restrictions to nicotine products as well as vape aerosol products.

This is a significant development for pouch brands.

It means that the industry’s marketing environment cannot be assessed only by looking at traditional tobacco regulations. Companies selling nicotine pouches will also need to consider the new restrictions that apply specifically to nicotine products.

The government has also announced separate changes affecting the sale and promotion of vaping and nicotine products. From October 29, 2026, new age-of-sale and related restrictions will apply, including restrictions on free distribution intended to promote vaping or nicotine products.

What This Could Mean for Future Brand Partnerships

The Nordic Spirit and Co-op Live agreement may become a useful example of the transition taking place in the UK nicotine market.

For brands, the challenge will not simply be finding another advertising channel. Companies will need to reconsider how they build awareness when conventional promotional and sponsorship opportunities become more restricted.

For venues and commercial partners, the issue is equally important.

A partnership involving a nicotine company may require closer review of branding, promotional activity, event integration and contractual obligations. The regulatory question may extend beyond the presence of a brand name to what consumers actually see or experience as a result of the commercial relationship.

That could make compliance more complicated than simply removing an advertisement.

What Consumers Should Take From the Partnership

For adult consumers, the most relevant point is that the nicotine pouch market is entering a period of significant regulatory transition.

The Nordic Spirit and Co-op Live partnership itself is only one commercial arrangement. Its wider significance comes from the timing: it demonstrates how nicotine brands are continuing to explore mainstream commercial partnerships while the UK is preparing to impose broader restrictions on advertising and sponsorship.

The government says the future restrictions are designed to reduce the promotion of nicotine and vaping products, particularly in the context of protecting younger people from exposure to marketing.

As implementation approaches, businesses will need to understand not only what products they can sell, but also how those products can legally be promoted.

Final Thoughts

The Nordic Spirit and Co-op Live partnership is noteworthy because it sits directly within a changing UK nicotine marketing landscape.

The agreement does not, by itself, mean that the partnership is already prohibited. Instead, it highlights the transition from today’s rules toward a system in which advertising and sponsorship of nicotine products are expected to face much tighter restrictions.

The UK’s Tobacco and Vapes Act 2026 provides the legal framework for that change, while the government currently intends the wider advertising and sponsorship restrictions to take effect on June 1, 2027.

For nicotine brands, venues and other commercial partners, the key issue over the coming months will be understanding exactly how existing and future agreements fit within the new rules.

That makes the Nordic Spirit and Co-op Live partnership worth watching—not simply as a brand deal, but as an example of how the UK nicotine industry’s approach to marketing may change before the new restrictions take effect.

The post What the Nordic Spirit-Co-op Live Deal Means for UK Nicotine Sponsorship Rules appeared first on IGeeKphone China Phone, Tablet PC, VR, RC Drone News, Reviews.

Less than two weeks after an Executive Order was signed to create the first United States Space Academy, NASA-led work is in full swing to make the academy a reality and shape the future of America’s aerospace workforce and leadership.

NASA Administrator Jared Isaacman chaired the first Presidential Commission on the United States Space Academy meeting on Sept. 9. Following that meeting, NASA published a Request for Information Thursday seeking input from governors or their designees interested in hosting and sponsoring the up-and-coming academy in their state.

“Our first Commission meeting made clear how much talent and commitment we have behind President Trump’s vision for the U.S. Space Academy,” said NASA Administrator Jared Isaacman. “I’m grateful to our partners across government for getting right to work. Now, with the RFI underway, states across the country have an opportunity to help us shape a legacy institution built for America’s future in space.”

Isaacman and Deputy Administrator Matt Anderson welcomed key commission members from multiple agencies and organizations to NASA Headquarters in Washington for a collaborative Commission discussion. Participants included U.S. Secretary of War Pete Hegseth, Director of the National Economic Council Kevin Hassett, Secretary of the United States Air Force Troy Meink, and U.S. Chief Technology Officer Ethan Klein, representing Director of Office and Technology Policy Michael Kratsios, along with representatives from the U.S. Office of Management and Budget, the National Security Council, and the White House.

During the meeting, commission members began working through the structure and priorities of the proposed U.S. Space Academy, including its governance, curriculum, service commitments, partnerships, and implementation.

“The location of the U.S. Space Academy is foundational to its success,” said Anderson. “We’re asking states to bring their strongest vision — the infrastructure, the partnerships, and the community that can compete with the elite options this caliber of student will have and match the boundless ambition of our future space leaders.”

The commission’s 120-day mandate to develop recommendations for President Trump on how to establish the academy and build the technical talent and leadership pipeline needed to support America’s long-term goals in space began when the President signed the Executive Order on Aug. 28.

Responses to the RFI will help inform the commission’s path forward to selecting a location for the institution and are due by 6 p.m. EDT on Monday, Oct. 26. An ambitious timeline is outlined in the request, calling for a groundbreaking no later than 2027, temporarily hosting the first 300 students in 2028, and a permanent location in operation by 2031.

Each state is allowed one submission to the Announcement via its governor’s designee. In addition to details about resources available to support the academy, input sought on the potential campus includes:

• Location information
• Site readiness
• Environmental and regulatory considerations
• Proximity and supporting ecosystems

A fact sheet on the U.S. Space Academy is available on The White House website.

-end-

George Alderman / Cheryl Warner
Headquarters, Washington
202-358-1600
george.a.alderman@nasa.gov / cheryl.m.warner@nasa.gov

The post NASA Answers President’s Call to Establish United States Space Academy appeared first on NASA Science.

Less than two weeks after an Executive Order was signed to create the first United States Space Academy, NASA-led work is in full swing to make the academy a reality and shape the future of America’s aerospace workforce and leadership.

NASA Administrator Jared Isaacman chaired the first Presidential Commission on the United States Space Academy meeting on Sept. 9. Following that meeting, NASA published a Request for Information Thursday seeking input from governors or their designees interested in hosting and sponsoring the up-and-coming academy in their state.

“Our first Commission meeting made clear how much talent and commitment we have behind President Trump’s vision for the U.S. Space Academy,” said NASA Administrator Jared Isaacman. “I’m grateful to our partners across government for getting right to work. Now, with the RFI underway, states across the country have an opportunity to help us shape a legacy institution built for America’s future in space.”

Isaacman and Deputy Administrator Matt Anderson welcomed key commission members from multiple agencies and organizations to NASA Headquarters in Washington for a collaborative Commission discussion. Participants included U.S. Secretary of War Pete Hegseth, Director of the National Economic Council Kevin Hassett, Secretary of the United States Air Force Troy Meink, and U.S. Chief Technology Officer Ethan Klein, representing Director of Office and Technology Policy Michael Kratsios, along with representatives from the U.S. Office of Management and Budget, the National Security Council, and the White House.

During the meeting, commission members began working through the structure and priorities of the proposed U.S. Space Academy, including its governance, curriculum, service commitments, partnerships, and implementation.

“The location of the U.S. Space Academy is foundational to its success,” said Anderson. “We’re asking states to bring their strongest vision — the infrastructure, the partnerships, and the community that can compete with the elite options this caliber of student will have and match the boundless ambition of our future space leaders.”

The commission’s 120-day mandate to develop recommendations for President Trump on how to establish the academy and build the technical talent and leadership pipeline needed to support America’s long-term goals in space began when the President signed the Executive Order on Aug. 28.

Responses to the RFI will help inform the commission’s path forward to selecting a location for the institution and are due by 6 p.m. EDT on Monday, Oct. 26. An ambitious timeline is outlined in the request, calling for a groundbreaking no later than 2027, temporarily hosting the first 300 students in 2028, and a permanent location in operation by 2031.

Each state is allowed one submission to the Announcement via its governor’s designee. In addition to details about resources available to support the academy, input sought on the potential campus includes:

• Location information
• Site readiness
• Environmental and regulatory considerations
• Proximity and supporting ecosystems

A fact sheet on the U.S. Space Academy is available on The White House website.

-end-

George Alderman / Cheryl Warner
Headquarters, Washington
202-358-1600
george.a.alderman@nasa.gov / cheryl.m.warner@nasa.gov

An anonymous reader quotes a report from Ars Technica: ABC's Jimmy Kimmel said he will be interviewing a Democratic candidate for Senate tonight, but the interview will be on YouTube only and not broadcast on TV because of threats made by the Federal Communications Commission. Kimmel has been a prime target in the Trump FCC's attacks on ABC and its owner, Disney. In his monologue last night, Kimmel said he'll be interviewing Democrat James Talarico, a state representative who is running against Texas Attorney General Ken Paxton for a seat in the US Senate. In previous years, such an interview would have aired on the broadcast show via local stations throughout the country, Kimmel said. This time, it will only be on the Jimmy Kimmel Live YouTube channel in order to prevent further trouble for individual stations that hold FCC licenses, he said. "I'll be interviewing James Talarico tomorrow night under unusual circumstances," Kimmel told the audience on Wednesday. "For a lot of years, for the whole 20-plus years of our show, in fact, I've been interviewing Americans who are running for office with no problem at all, just like Letterman did, Leno did, Arsenio, et cetera, et cetera. I've interviewed a lot of political candidates, from Hillary Clinton to Ted Cruz to Donald Trump himself." But as Kimmel said, "something has changed." Disney suspended Kimmel briefly last year after FCC Chairman Brendan Carr threatened to revoke the licenses of ABC stations for "news distortion" if they continued to air Kimmel's show. [...] Kimmel said the decision to put the interview on YouTube was made out of consideration for local stations that could face FCC threats to their broadcast licenses. "And so out of consideration for our local stations, especially our ABC affiliates in Texas who would have to deal with this nonsense, my interview tomorrow with James Talarico will not air on television," Kimmel said. "It will be posted on YouTube instead. It will not be on TV. So if you want to learn about a candidate for the Senate tomorrow, you will have to go to the Jimmy Kimmel Live YouTube channel where you will see it in its entirety, and thank goodness we have that because in the America we live in right now, that is the best that we can do, until November, of course." "Jimmy Kimmel's decision to keep his interview with a Senate candidate off the air shows just how far this administration's campaign of censorship and control has gone," FCC Commissioner Anna Gomez, the commission's only Democrat, said today. Gomez said the FCC "has no lawful authority to threaten broadcast licenses over guest bookings or editorial decisions," and that "no host, local affiliate, or network should have to weigh federal retaliation before booking a guest for a newsworthy interview. Any attempt to pressure broadcasters into self-censorship undermines both press freedom and the public's right to hear from candidates in their communities seeking public office." The report notes a similar controversy that occurred in February when Stephen Colbert said CBS forbade him from interviewing Talarico. CBS denied prohibiting the interview but said it gave Colbert "legal guidance that the broadcast could trigger the FCC equal-time rule for two other candidates [...] and presented options for how the equal time for other candidates could be fulfilled." That interview also ended up being published on YouTube.

Read more of this story at Slashdot.

Genuine death threats against politicians are no joke. But that doesn't mean every joke – such as threatening to turn someone into a sausage roll – should be taken as an actual death threat, says Steven Tucker.

The post Promising to Turn Someone Into a Sausage Roll is Not a Genuine ‘Death Threat’ appeared first on The Daily Sceptic.

Resultados preliminares de benchmark do chip A20 Pro, que alimenta o iPhone 18 Pro, o iPhone 18 Pro Max e o iPhone Duo, surgiram na manhã de hoje no banco de dados do Geekbench 7, oferecendo uma primeira visão do desempenho de CPU ¹Central processing unit, ou unidade central de processamento. e GPU ²Graphics processing unit, ou unidade de processamento gráfico. dos novos modelos antes mesmo de chegarem ao mercado.

Com base nesses resultados iniciais, o chip A20 Pro parece oferecer um desempenho cerca de 21% a 23% mais rápido em single-core (média de 4.722 pontos), além de 27% a 28% mais rápido em multi-core (média de 12.626 pontos) em comparação com o chip A19 Pro dos iPhones 17 Pro/17 Pro Max.

Talvez não surpreenda que os resultados do iPhone 18 Pro Max sejam praticamente iguais aos do iPhone 18 Pro. Uma diferença aparece nas pontuações do teste Metal: o modelo menor marcou 64.069 pontos, enquanto o maior atingiu 64.915 pontos.

Ainda assim, os resultados gráficos alinham-se, em linhas gerais, à afirmação da Apple — presente no comunicado de imprensa e na página do iPhone 18 Pro — de que o A20 Pro oferece uma performance gráfica até 40% mais rápida que o chip A19 Pro.

Também foram vistos resultados de benchmark do iPhone 18 Pro Max no AnTuTu, que registrou uma pontuação geral de 3.551.073. A pontuação da CPU, especificamente, foi de 920.410, enquanto a GPU alcançou 1.397.374 pontos. Os testes de memória e UX registraram 470.245 e 763.044 pontos, respectivamente. Para fins de comparação, o iPhone 17 Pro Max obteve uma média de 2.275.118 pontos, colocando o novo modelo substancialmente à frente no benchmark.

Vale ressaltar que esses testes de desempenho pontuais — que ainda não foram confirmados — não indicam como os dispositivos se comportarão durante sessões prolongadas de jogos ou outras cargas de trabalho exigentes; afinal, os resultados de testes no mundo real poderão apresentar algumas diferenças.

via MacRumors, Gizmochina

Notas de rodapé

• 1
  Central processing unit, ou unidade central de processamento.
• 2
  Graphics processing unit, ou unidade de processamento gráfico.

With 62,000 people arrested for speech crimes in five years, the UK can no longer claim to be a free society, says Paul Birch. The state has learned to fear its people and will no longer tolerate them speaking freely.

The post Britain’s Speech Police: How the State Learned to Fear its People appeared first on The Daily Sceptic.

Apple has officially introduced the AirPods 5, bringing a notable upgrade to its entry-level wireless earbud lineup without increasing the starting price.

The biggest change is that Apple is no longer offering a separate non-noise-cancelling version. Active Noise Cancellation (ANC) is now standard on AirPods 5, making this the first generation in the series to include ANC across the lineup.

Prices start at $129, while the version with a wireless charging case costs $149. That means Apple has added a major feature without raising the entry-level price.

AirPods 5 Keep the Familiar Half-In-Ear Design

At first glance, AirPods 5 look largely unchanged from the previous generation. Apple continues to use a semi-in-ear design, rather than switching to silicone ear tips.

This design choice creates an interesting balance. Traditional in-ear earbuds can generally provide stronger passive isolation because their ear tips form a tighter seal, while semi-in-ear earbuds can feel more comfortable during extended listening.

For users who dislike the pressure associated with sealed in-ear headphones, AirPods 5 may therefore offer a more comfortable approach to noise cancellation.

ANC Becomes a Standard Feature

The headline upgrade is active noise cancellation.

Apple says AirPods 5 deliver up to a 50% improvement in noise reduction compared with AirPods 4. Instead of requiring buyers to choose a more expensive noise-cancelling configuration, Apple has made ANC part of the standard AirPods 5 package.

The earbuds also support Adaptive Audio, which can automatically balance Active Noise Cancellation and Transparency Mode according to the surrounding environment.

This makes the AirPods 5 more practical for users who move between quiet indoor spaces, busy streets, public transportation and other changing environments.

Up to 5 Hours of Listening on a Single Charge

With Active Noise Cancellation enabled, AirPods 5 can provide up to five hours of listening time on a single charge.

The charging case extends total listening time to up to 20 hours, giving users several additional charging cycles throughout the day.

While the five-hour figure is not class-leading compared with some larger wireless earbuds, it is reasonable for compact semi-in-ear headphones. The case is also important for users who typically listen in shorter sessions and recharge the earbuds between uses.

IP57 Protection Adds More Durability

AirPods 5 also receive an IP57 rating, giving the earbuds greater protection against dust and water exposure than many basic wireless earbuds.

That additional durability could be useful for everyday activities such as commuting, walking or exercising. However, an IP rating should not be interpreted as making the earbuds suitable for every type of water exposure.

Apple Intelligence Features Expand Their Role

The new AirPods 5 also support several Apple Intelligence-related features, including real-time translation and access to broader knowledge-based functions.

This reflects Apple’s wider strategy of turning its earbuds into more than simple audio accessories. With tighter integration between hardware, software and Apple’s AI features, AirPods can increasingly serve as a hands-free interface for information and communication.

The usefulness of these features will naturally depend on device compatibility, supported languages and Apple’s software ecosystem.

AirPods 5 Price and Availability

Apple is keeping the entry price at $129, despite adding Active Noise Cancellation as a standard feature.

The pricing is:

• AirPods 5: $129
• AirPods 5 with wireless charging case: $149

The decision to maintain the previous starting price makes ANC the most significant value improvement in this generation.

What Makes AirPods 5 Different?

The AirPods 5 are not a dramatic redesign, but Apple has focused the upgrade on features that can have a noticeable effect on everyday use.

The combination of standard ANC, Adaptive Audio, a comfortable semi-in-ear design, IP57 protection and Apple Intelligence features gives the new earbuds a broader feature set without moving the starting price above $129.

For users who prioritize comfort and want noise cancellation without the tighter fit of traditional in-ear earbuds, AirPods 5 could be one of the more interesting additions to Apple’s audio lineup.

The post AirPods 5 Launch With Active Noise Cancellation as Standard at $129 appeared first on IGeeKphone China Phone, Tablet PC, VR, RC Drone News, Reviews.

Apple has officially launched the iPhone 18 Pro and iPhone 18 Pro Max, bringing a major round of upgrades to its high-end smartphone lineup. The new models focus on four key areas: processing performance, camera flexibility, sustained performance and battery life.

The iPhone 18 Pro starts at 9,999 yuan in China, while the iPhone 18 Pro Max begins at 10,999 yuan. Both models will open for pre-orders at 8 PM on September 12, with sales starting September 18.

Four Colors and a Refined Pro Design

The iPhone 18 Pro series is available in four finishes. Apple retains familiar black and silver options while introducing Glacier Blue and Burgundy Red, giving the new Pro models a more distinctive appearance.

The overall design remains closely related to the previous generation, but Apple has made another change to the front display area. The Dynamic Island has been reduced in size, allowing Apple to maintain its existing interactive features while taking up less screen space.

The iPhone 18 Pro features a 6.3-inch display, while the larger iPhone 18 Pro Max comes with a 6.9-inch screen. This keeps the two models clearly separated by size while maintaining the same general design language.

2nm A20 Pro Chip Brings a Major Performance Upgrade

The biggest change inside the iPhone 18 Pro series is Apple’s new A20 Pro chip, which is built using a 2nm manufacturing process.

The processor uses a six-core CPU configuration consisting of two performance cores and four efficiency cores. Apple says the performance cores can deliver up to a 20% improvement over the previous generation.

Graphics performance also gets a significant upgrade. The A20 Pro moves to a seven-core GPU architecture, with peak GPU performance reportedly increasing by up to 40%.

The chip’s AI capabilities have also been expanded. Apple equips the A20 Pro with two Neural Engine groups containing a combined 32 cores, along with a new generation of neural accelerators. Eight-bit floating-point processing can reach twice the previous speed, while memory bandwidth increases by 50%.

These improvements are particularly relevant as on-device AI becomes a larger part of the smartphone experience. More processing capacity can help Apple handle demanding AI workloads without relying entirely on cloud-based services.

New Vapor Chamber Helps Sustain Performance

Higher peak performance is only useful if a phone can maintain it under sustained workloads. To address this, Apple has added a new vapor chamber cooling system to the iPhone 18 Pro series.

The improved thermal design works alongside the A20 Pro to manage heat during demanding tasks such as gaming, video processing and intensive AI workloads.

Apple says sustained performance is up to 40% higher than the previous generation and can reach roughly double the level of the iPhone 16 Pro series.

That makes thermal management one of the more important changes in the new generation. Instead of focusing solely on short benchmark bursts, Apple appears to be placing greater emphasis on maintaining high performance over longer periods.

iPhone 18 Pro Gets Its First Variable-Aperture Main Camera

Camera hardware is another major highlight of the iPhone 18 Pro series.

The phones feature a 48-megapixel Fusion main camera, but this generation adds something new: a variable aperture.

The lens uses a six-blade aperture mechanism with four selectable aperture levels. This allows the camera to adjust how much light reaches the sensor according to the shooting environment.

In practical terms, variable aperture gives the main camera more flexibility than a fixed-aperture design. It can help balance light intake in darker scenes while also providing greater control in situations such as portraits and backlit photography.

The addition is particularly notable because Apple is bringing a traditionally camera-focused hardware feature to its mainstream Pro smartphone system.

Up to 30 Hours of Battery Life

Battery endurance has also received a substantial upgrade.

The iPhone 18 Pro is rated for up to 24 hours of battery life, while the iPhone 18 Pro Max can reach 30 hours.

Charging has been improved as well. Apple says the new models can reach 50% battery capacity in 15 minutes, giving users a faster way to recover power when they are short on time.

The combination of a more efficient 2nm chip, improved thermal management and increased battery endurance could make the Pro Max particularly attractive to users who prioritize long daily usage.

iPhone 18 Pro and Pro Max China Pricing

Apple is offering both models with four storage configurations in China.

iPhone 18 Pro

• 256GB: 9,999 yuan
• 512GB: 11,999 yuan
• 1TB: 15,499 yuan
• 2TB: 20,499 yuan

iPhone 18 Pro Max

• 256GB: 10,999 yuan
• 512GB: 12,999 yuan
• 1TB: 16,499 yuan
• 2TB: 21,499 yuan

Pre-orders will begin at 8 PM on September 12, while the iPhone 18 Pro and iPhone 18 Pro Max will officially go on sale on September 18.

What Makes the iPhone 18 Pro Series Different?

The iPhone 18 Pro generation is more than a routine processor refresh. The combination of the 2nm A20 Pro chip, new vapor chamber cooling, variable-aperture main camera and longer battery life gives Apple several hardware upgrades to highlight.

The variable-aperture camera is arguably the most visible photography change, while the new cooling system could have a bigger impact on users who regularly play demanding games or run intensive applications.

At the same time, the 9,999-yuan starting price for the iPhone 18 Pro keeps Apple’s premium Pro lineup firmly in the flagship segment. For buyers considering an upgrade, the most meaningful question may be whether the improved sustained performance, camera flexibility and endurance justify the higher price compared with the previous generation.

The post iPhone 18 Pro and Pro Max Launch With 2nm A20 Pro Chip and Variable Aperture Camera appeared first on IGeeKphone China Phone, Tablet PC, VR, RC Drone News, Reviews.

Apple has officially introduced the Apple Watch Series 12, bringing a new health-sensing system, higher-frequency heart-rate monitoring, the S11 chip, sleep analysis, fitness features, and 5G connectivity to its latest smartwatch lineup.

The new model was unveiled during Apple’s latest product event alongside the iPhone 18 series. In China, the Apple Watch Series 12 starts at 2,999 yuan for the aluminum version. Titanium models start at 5,799 yuan, while the ceramic version starts at 7,499 yuan. Buyers can choose between GPS and GPS + Cellular configurations across the range.

Apple Watch Series 12 Introduces a New Health-Sensing System

Health tracking is one of the biggest areas of focus for the Apple Watch Series 12. Apple says the smartwatch introduces a new-generation health-sensing system designed to collect physiological data more frequently.

The watch can reportedly record heart-rate data in the background every five seconds, while heart-rate variability (HRV) is measured every five minutes. Apple describes this as a major step forward in its heart-rate sensing capabilities.

The updated system is also paired with a redesigned Heart Rate app, while new watch-face complications make key health measurements easier to access without opening a separate application.

For users who regularly monitor their activity and recovery, the increased sampling frequency could provide a more detailed picture of changes throughout the day.

New Readiness Index Helps Put Health Data Into Context

Apple Watch Series 12 also introduces a Readiness Index, which is designed to turn several health and activity measurements into an easier-to-understand daily score.

Rather than looking at individual numbers separately, the feature considers factors such as recent activity, vital signs, and sleep. It then provides an overall indication of how prepared the user may be for the day ahead.

The score can also change as daily activity develops. This means the feature is intended to provide a more dynamic view of the user’s condition instead of treating the morning assessment as a fixed result.

For someone balancing workouts with a busy schedule, the idea is to provide a quick reference for deciding whether to push harder, maintain the current pace, or prioritize recovery.

Sleep Tracking Goes Beyond Total Hours

Sleep monitoring is another major part of the Apple Watch Series 12’s health features.

The watch tracks several aspects of sleep rather than focusing only on how long the user remains in bed. These measurements include sleep duration, bedtime consistency, nighttime awakenings, and the amount of time spent in different sleep stages.

After waking, users can view a sleep score based on these factors. The score also provides information about what contributed to the result, giving users a clearer way to understand their sleeping patterns.

This approach makes the sleep feature less about a single number and more about identifying habits that could influence recovery and overall daily performance.

More Detailed Fitness Tracking

Apple has also upgraded the fitness experience on the Series 12.

The smartwatch is designed to provide more accurate step counting and keep users better informed about training progress. Additional workout metrics give users more information while exercising, making it easier to follow performance over time.

Combined with the new Readiness Index, these fitness features connect activity data with broader health and recovery information. Instead of treating exercise tracking as an isolated function, Apple is increasingly using the watch as a central dashboard for everyday wellness data.

5G Connectivity Adds More Independence From the iPhone

Another notable addition is 5G connectivity.

With cellular connectivity, Apple Watch Series 12 can handle tasks such as making calls, sending messages, and streaming music without always relying on an iPhone being nearby.

This could make the cellular version particularly useful during outdoor workouts or situations where carrying a smartphone is inconvenient.

The watch also retains Apple’s safety-oriented functions, including Fall Detection and emergency communication features. These capabilities are designed to help users contact assistance in urgent situations, even when their iPhone is not immediately available.

Apple Watch Series 12 Pricing and Availability

In China, the Apple Watch Series 12 is priced from 2,999 yuan for the aluminum model. The titanium version starts at 5,799 yuan, while the ceramic model starts at 7,499 yuan.

All three material options are available with GPS or GPS + Cellular configurations.

The combination of a new health-sensing system, more frequent heart-rate measurements, sleep analysis, fitness tracking, 5G connectivity, and safety functions makes the Series 12 a substantial update to Apple’s smartwatch lineup.

What Makes Apple Watch Series 12 Different?

Apple Watch Series 12 is not built around one isolated hardware upgrade. Instead, Apple has focused on connecting health monitoring, fitness data, sleep analysis, connectivity, and safety features into a more comprehensive smartwatch experience.

The new health-sensing system is arguably the most significant change because it increases the amount of physiological data the watch can collect throughout the day. Features such as the Readiness Index then attempt to turn that information into something users can understand and act on.

With multiple case materials, cellular connectivity, and an expanded set of health and fitness functions, the Series 12 continues Apple’s strategy of positioning the Apple Watch as more than a conventional notification and fitness device.

The post Apple Watch Series 12 Launches With New Health Sensors and 5G Connectivity appeared first on IGeeKphone China Phone, Tablet PC, VR, RC Drone News, Reviews.

Apple has officially introduced the Apple Watch Ultra 4, bringing a new generation of health-sensing hardware, the company’s latest S11 chip, and longer endurance to its high-end smartwatch lineup.

The new model was unveiled during Apple’s September 10 launch event alongside the iPhone 18 series and several other products. In China, the Apple Watch Ultra 4 starts at 6,499 yuan, with pre-orders opening September 11 and retail sales beginning September 18.

Apple Watch Ultra 4 Focuses Heavily on Health Tracking

Apple says the Apple Watch Ultra 4 is designed to play a more important role in health and fitness tracking. One of the biggest changes comes from its updated health-sensing system, which features a larger electrode surface designed to maintain better contact with the skin during measurements.

The upgraded system also increases the frequency of heart-rate sampling. According to Apple, the watch can collect heart-rate data every five seconds, while heart-rate variability can be monitored every five minutes.

These changes are intended to give the Apple Watch Ultra 4 a more detailed picture of the user’s physiological data rather than relying solely on occasional measurements.

The Heart Rate app and watch-face complications have also received updates, making it easier to access health information directly from the watch.

New Fitness Features Add More Context to Health Data

Apple is also expanding the way the watch presents fitness information. Within the Fitness app, users can view a body score designed to provide a broader interpretation of their current physical condition.

Apple Intelligence can use available data to generate suggestions, with recommendations changing according to the user’s condition and collected activity information.

Another addition allows users to manually add and synchronize medical records. Based on available measurements, the system can also recommend related videos from clinical experts, giving users additional health information to explore.

These features make the Ultra 4 more than a conventional activity tracker, although the information should still be viewed as wellness data rather than a replacement for professional medical evaluation.

Apple Watch Ultra 4 Adds On-Device Sound Recognition

The new smartwatch also introduces expanded audio intelligence features.

The Apple Watch Ultra 4 can recognize certain everyday sounds, including alarms, doorbells and a baby’s crying. This could be particularly useful when the wearer is exercising, working with headphones on, or otherwise unable to immediately notice an environmental sound.

Apple is also adding a new recording-related feature that can turn conversations into text summaries. English will be supported first, while Apple says it has built privacy protections into the feature.

S11 Chip Brings More Processing Power

Under the hood, the Apple Watch Ultra 4 uses Apple’s new S11 chip, which combines upgraded CPU, GPU and NPU capabilities.

The additional processing power should help the watch handle more demanding health, fitness and intelligent features while keeping everyday interactions responsive.

The combination of new sensors and faster processing is particularly important because many of the Ultra 4’s new capabilities depend on analyzing information locally and presenting useful results without making the user manually interpret every measurement.

Up to 50 Hours of Battery Life

Battery life remains one of the Apple Watch Ultra series’ major advantages.

Apple rates the Apple Watch Ultra 4 for up to 50 hours of normal use. During standard workout tracking, the watch can operate for up to 18 hours.

For longer endurance activities, an extended workout mode can provide up to 45 hours of continuous tracking. That makes the Ultra 4 better suited to activities such as ultra-distance running, where keeping GPS and fitness monitoring active for many hours can quickly drain a smartwatch battery.

The combination of long battery life and advanced fitness tracking is therefore one of the clearest reasons to choose the Ultra 4 over a more conventional smartwatch.

Apple Watch Ultra 4 Price and Availability

The Apple Watch Ultra 4 is priced from 6,499 yuan in China.

Apple will begin accepting pre-orders on September 11, followed by official retail availability on September 18.

With its new health-sensing system, S11 processor, sound recognition, intelligent fitness features and up to 50 hours of battery life, the Apple Watch Ultra 4 represents a substantial upgrade focused less on appearance and more on health, endurance and intelligent tracking.

For athletes and users who regularly rely on a smartwatch for long workouts, navigation and health monitoring, those improvements could make the Ultra 4 one of Apple’s most capable wearable devices yet.

The post Apple Watch Ultra 4 Launches With New Health Sensors and Up to 50 Hours of Battery Life appeared first on IGeeKphone China Phone, Tablet PC, VR, RC Drone News, Reviews.

Por padrão, quando a Apple lança novos iPhones e certas gerações de Apple Watches, ela aproveita para anunciar as novidades dos processadores que equipam esses dispositivos. Neste ano, não foi diferente.

De uma só vez, a Maçã trouxe os chips A20 Pro, C2 e S11 — os dois primeiros equipando os iPhones 18 Pro/18 Pro Max e iPhone Duo, enquanto o último foi criado para os Apple Watches Series 12/Ultra 4.

Vamos conhecê-los em detalhes! 📱⌚️

A20 Pro

Com base no mais recente processo de fabricação de 2 nanômetros, o A20 Pro traz novidades na CPU ¹Graphics processing unit, ou unidade de processamento gráfico., na GPU ²Graphics processing unit, ou unidade de processamento gráfico. e no Neural Engine.

A CPU traz 50% mais largura de banda de memória do que o A19 Pro, que equipa os iPhones 17 Pro/17 Pro Max, enquanto a GPU com 7 núcleos é até 40% mais rápida.

Há um novo Neural Engine duplo de 16 núcleos com o dobro de processamento para inteligência no aparelho, totalizando 32 núcleos — o dobro do poder de processamento de IA visto no A19 Pro.

A Apple também aprimorou o processo de acondicionamento do chip, colocando-o lado a lado com a memória — inspirado nos chips da série M, de Macs e iPads. Na prática, há melhorias na circulação/dissipação do calor, aumentando ainda mais o desempenho térmico do aparelho.

Soma-se a isso uma nova câmara de vapor, com o triplo da área de superfície em comparação com o A19 Pro. O desempenho contínuo é, segundo a empresa, até 40% melhor que o iPhone 17 Pro.

Em relação ao iPhone Duo, o A20 Pro desbloqueia o suporte a múltiplas telas e transições mais suaves entre elas.

C2

Parece mentira, mas o C2 é como se fosse a terceira geração de modems celulares da Apple — já que ela lançou, só no ano passado, o C1 no iPhone 16e e o C1X no iPhone Air.

O C2 trabalha em conjunto com o chip A20 Pro para oferecer uma maior qualidade e confiabilidade da rede celular, permitindo uploads até 50% mais rápidos (comparando com o C1X) ao mesmo tempo que consome menos bateria. Nos Estados Unidos, o C2 é também o primeiro modem da Apple a suportar redes 5G mmWave.

Curiosamente, a página americana de especificações técnicas dos iPhones 18 Pro/18 Pro Max mostra que apenas o 18 Pro (modelo com a menor tela) é equipado com o C2, enquanto a versão maior aparenta ainda estar equipada com um modem da Qualcomm.

Apple's tech specs page seems to indicate the iPhone 18 Pro has the C2 modem and the 18 Pro Max sticks with Qualcomm. pic.twitter.com/6hSrzgu2td

— Mark Gurman (@markgurman) September 9, 2026

S11

Depois de um hiato de três anos, o Apple Watch finalmente ganhou um novo processador! Por ser um SoC ³System on a chip, ou sistema em um chip., dentro dele temos 2 núcleos de 64 bits, um chip W3 para conexões sem fio, um chip de banda ultralarga de segunda geração e um Neural Engine de 4 núcleos.

Com um design mais compacto e eficiente para oferecer um maior desempenho, o S11 desbloqueia vários dos recursos de inteligência dos Apple Watches Series 12 e Ultra 4 — como a variabilidade de frequência cardíaca (VFC) a cada cinco minutos e leituras em segundo plano a cada cinco segundos.

A Inteligência de Áudio (Audio Inteligence), que usa o microfone integrado e a segurança do novo chip, pode entender melhor os sons ao seu redor.

Isso é possível graças à inclusão do chamado Secure Exclave, um compartimento dedicado que processa o áudio de forma isolada do sistema e o exclui de forma imediata — garantindo, assim, total privacidade.

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Não sei vocês, mas estou ansioso para ver os primeiros testes com essas novas belezinhas! 😄

Notas de rodapé

• 1
  Graphics processing unit, ou unidade de processamento gráfico.
• 2
  Graphics processing unit, ou unidade de processamento gráfico.
• 3
  System on a chip, ou sistema em um chip.

Como de tradição, a Apple apresentou hoje as mais novas gerações dos seus smartwatches — o que inclui o Apple Watch Series 12 e o Apple Watch Ultra 4.

Com as mesmas opções de tamanho das gerações anteriores (com variantes de 42mm e 46mm), o Apple Watch Series 12 possui um acabamento de alumínio nas cores bronze‑escuro, dourado‑claro, preto e cinza‑espacial, bem como de titânio nas cores ouro‑brilhante e natural. Ele também está disponível — novamente — em um chassi de cerâmica, nas cores branco‑pérola e azul‑noite.

Em mercados selecionados, o Apple Watch Hermès Series 12 agora é oferecido, pela primeira vez, com acabamento em titânio dourado, além da exclusiva versão em titânio prateado.

Já o Apple Watch Ultra 4 segue com a caixa de titânio Grau 5 de 49mm, disponível nas cores natural e preta.

Em ambos, a Tela Retina Sempre Ativa com OLEDs ¹Organic light-emitting diodes, ou diodos emissores de luz orgânico. com amplo ângulo de visão e LTPO3 possui brilho mínimo de 1 nit e pico de brilho de 2.000 nits no caso do Series 12 e de 3.000 nits no caso do Ultra 4.

Para além do design

Os mais novos Apple Watches também contam com boas novidades quando o assunto são sensores, os quais aproveitam todo o poder de fogo do novíssimo chip S11, que conta com um design mais compacto e eficiente para oferecer um maior desempenho.

Ambos os novos modelos apresentam um sistema de saúde redesenhado, com uma superfície de eletrodo maior para melhor contato com a pele durante leituras de ECG, além de novos sensores cardíacos ópticos e elétricos dispostos em anel para captar luz com mais eficiência e LEDs verdes maiores e mais eficientes no consumo de energia para o monitoramento da frequência cardíaca.

A Apple afirma que seu sistema de sensores redesenhado oferece o monitoramento de frequência cardíaca mais preciso entre todos os dispositivos vestíveis, além de agora poder medir a frequência cardíaca a cada cinco segundos, ao longo de todo o dia. Essa medição contínua e passiva oferece uma visão mais detalhada do condicionamento físico e do estado fisiológico do usuário, tornando ainda mais precisos os anéis de Exercício e de Movimento.

A VFC (variabilidade da frequência cardíaca), um indicador fundamental de estresse e recuperação, agora é medida até 24x mais frequentemente. O Apple Watch fornece duas variantes distintas da VFC para uma melhor compreensão do estado de saúde do usuário. A VFC de recuperação é ideal para identificar sinais diários de estresse e recuperação, enquanto a VFC geral oferece insights sobre a saúde mais ampla do usuário, incluindo a saúde cardiovascular.

Os dados de sinais vitais noturnos agora incluem medições da VFC de recuperação analisadas em relação à linha de base pessoal do usuário, proporcionando uma visão mais completa de seu estado de saúde. Uma nova visualização de sinais vitais diurnos permite que os usuários alternem entre métricas noturnas e diurnas, podendo identificar alterações nessas métricas antes que elas se manifestem durante a noite.

O sistema de contagem de passos foi totalmente reformulado com novos algoritmos de aprendizado de máquina para oferecer medições de distância mais precisas durante caminhadas ou corridas em ambientes fechados, e o chip S11 permite uma contagem de passos mais precisa ao longo de todo o dia. Como resultado, a Apple alega que os novos modelos oferecem o monitoramento de passos mais preciso entre todos os smartwatches.

Novos recursos

Os novos modelos contam com o app Prontidão (Readiness), que analisa a atividade recente, a carga de treino, os sinais vitais e a pontuação de sono do usuário para oferecer uma estimativa de sua capacidade para o dia. O algoritmo que alimenta o app foi desenvolvido com base em dados do Apple Heart and Movement Study, em colaboração com especialistas em fisiologia do exercício e médicos da Apple.

Com o microfone integrado, a potência do chip S11, os modelos mais recentes da Apple Intelligence no iPhone e o Private Cloud Compute, o Apple Watch Series 12 e o Apple Watch Ultra 4 oferecem uma categoria totalmente nova de recursos — incluindo a Inteligência de Áudio (Audio Intelligence), que ajuda os usuários a se manterem cientes do mundo ao seu redor, captarem o que perderam e lembrarem-se de momentos importantes. Entre as funções disponíveis, estão:

• Reconhecimento de Som: alerta usuários surdos ou com deficiência auditiva sobre sons importantes, mesmo quando não estão com o iPhone. Esse recurso monitora sons como sirenes, alarmes, campainhas ou choro de bebê e utiliza inteligência no dispositivo para notificar os usuários quando esses sons são detectados.
• Live Rewind: ajuda os usuários a relembrarem o que acabou de ser dito em uma conversa. Ao pressionar duas vezes a Digital Crown, os últimos 15 segundos da conversa são exibidos como um trecho de texto, permitindo que o usuário capte algo que possa ter perdido ou com o qual não esteja tão familiarizado.
• Siri Recap: cria resumos gerais de conversas que os usuários podem consultar posteriormente para refrescar a memória. Quando o Siri Recap está ativado, após uma conversa, a Apple Intelligence gera automaticamente um título e os pontos principais no novo app Siri, permitindo que os usuários fiquem mais presentes e engajados no momento.
• Shazam: detecta instantaneamente a música que está tocando ao redor do usuário e exibe automaticamente o título da música e o nome do artista no widget de Reconhecimento de Música do Conjunto Inteligente (Smart Stack), facilitando a visualização rápida no pulso.

Baterias aprimoradas

O Apple Watch Series 12 continua oferecendo até 24 horas de bateria para o uso diário e agora proporciona até 10 horas de bateria durante exercícios ao ar livre — 25% a mais que o modelo anterior. Ele também oferece carregamento mais rápido: apenas 15 minutos garantem agora até 12 horas de bateria adicional — 50% a mais que o modelo anterior.

Para o uso diário, o Apple Watch Ultra 4 agora oferece mais de 2 dias de autonomia de bateria, chegando a até 50 horas. No Modo de Pouca Energia, ele oferece até 84 horas de bateria. O carregamento também está mais rápido: apenas 15 minutos garantem até 18 horas adicionais de bateria.

Para o monitoramento de exercícios ao ar livre, o novo modo Treino Estendido do o Apple Watch Ultra 4 oferece até 25 horas de bateria para acompanhar atividades com GPS ²Global positioning system, ou sistema de posicionamento global. ativo e leitura de frequência cardíaca — um aumento de 25% em relação ao modelo anterior. Para treinos ainda mais longos, o modo Treino Estendido Máximo permite monitorar corridas, caminhadas e trilhas ao ar livre por até 45 horas, mantendo o registro de GPS a cada segundo.

Mais mostradores e pulseiras

Como de costume, a Apple também tornou os novos relógios ainda mais personalizáveis. Eles trazem novas opções de mostradores, bem como uma nova coleção de pulseiras.

Em termos de mostradores, os usuários podem conferir sua frequência cardíaca em tempo real a qualquer momento do dia, graças a uma nova complicação de frequência cardíaca no mostrador do relógio. Além disso, o chip S11 também possibilita a nova complicação Passos, permitindo que os usuários acompanhem seus passos em tempo real, diretamente no mostrador do relógio.

O Apple Watch Hermès Ultra 4 também traz o novo mostrador Fathom and Wonder, permitindo que os usuários explorem uma ilustração das profundezas do oceano. Basta girar a Digital Crown para selecionar uma das quatro opções de mostrador, variando da superfície ao leito oceânico. Cada opção apresenta um tom de azul exclusivo e animações distintas.

Em termos de pulseiras, a nova linha Sport apresenta uma variedade de novas cores, incluindo verde-oliva, bordô, azul-flores-do-campo e verde-suculenta-claro. Além de trazerem novas cores, como azul-chambray e magenta, as pulseiras Sport Loop introduzem um novo padrão xadrez especial, criado com tecnologia inovadora de impressão a jato de tinta e disponível nas opções xadrez bordô e xadrez âmbar-claro. As pulseiras Nike Sport e Nike Sport Loop chegam em cinco novas cores: branco essencial, giz sereno, cinza-pavimento, preto noturno e verde-faísca.

A pulseira Milanese Loop agora está disponível em um tom de dourado, para combinar com a nova caixa de titânio ouro-brilhante, e em uma nova cor bronze-escuro, que harmoniza com a nova caixa de alumínio bronze-escuro.

A pulseira Modern Buckle agora é feita de um novo material trançado, com textura sutil e pequenos pontos de cor integrados, criando um visual rico e dinâmico. Pela primeira vez, ela está disponível com ferragens douradas projetadas para combinar perfeitamente com as caixas de titânio dourado radiante, além da opção com ferragens em tom natural.

A pulseira Trail Loop agora está disponível nas cores âmbar-escuro, areia e bordô, enquanto a Alpine Loop chega nas cores deserto, oliva-escuro e bordô. Já as pulseiras Ocean agora são feitas de um silicone translúcido exclusivo, disponível em três novas cores: cinza translúcido, kelp translúcido e preto translúcido.

A coleção Apple Watch Hermès apresenta uma nova pulseira, a Rocabar Club, que traz contrastes de cores marcantes e um “H” alongado, tecido em um padrão gráfico tridimensional inspirado em competições de salto de obstáculos.

Além do Apple Watch Hermès Ultra 4 disponível em titânio natural, a coleção Apple Watch Hermès apresenta a nova pulseira Grand H em titânio, que conta com um mecanismo de extensão integrado para permitir o ajuste prático da pulseira sobre uma roupa de mergulho.

Preços e disponibilidade

Os novos Apple Watches poderão ser encomendados a partir de hoje em diversos países e começarão a ser vendidos no dia 18 de setembro.

O Apple Watch Series 12 parte de US$400 nos Estados Unidos, R$5.500 no Brasil e 460€ em Portugal. Em terras tupiniquins, a Apple ainda não anunciou quando eles estarão disponíveis.

Já o Apple Watch Ultra 4 está em pré-venda por US$800 nos EUA e por 910€ em Portugal. Ainda não há previsão de disponibilidade do relógio no Brasil, onde ele será vendido por R$10.500.

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Notas de rodapé

• 1
  Organic light-emitting diodes, ou diodos emissores de luz orgânico.
• 2
  Global positioning system, ou sistema de posicionamento global.

Conforme previsto, a Apple oficializou a nova gama iPhone 18 Pro, que se destaca pelos novos acabamentos, o chip A20 Pro mais poderoso de sempre da gama, a bateria mais potente e rápida a carregar, e um novo sistema de câmaras com abertura variável e capacidades avançadas.

The post iPhone 18 Pro e Pro Max com bateria reforçada, chip A20 Pro e abertura ajustável nas câmaras appeared first on Tek Notícias.

The MacVoices Live!  examines Apple’s transition from Tim Cook to John Ternus, weighing Cook’s legacy, Apple’s dramatic financial growth, Vision Pro, and criticism of his tenure. They consider what Ternus’ engineering background could mean for hardware and software, while discussing Phil Schiller, Eddie Cue, other executive changes, succession planning, and the importance of preserving institutional […]

💾

Starship 40’s Very Slow Journey Home Starship 40 covered thousands of miles from Texas to the Indian Ocean

John Ternus has entered one of the most visible positions in global business without trying to turn his first days into a personal media event. The new CEO arrived with a remarkably discreet public profile, a newly opened social presence and decades of work completed mostly behind Apple’s products.

His X account, @johnternus, appeared publicly on September 1, the day he officially succeeded Tim Cook. Its biography contained only the company logo and his new title. The first post was even shorter: “hello.”

The simplicity felt consistent with an executive who has spent most of his career explaining materials, engineering decisions and manufacturing improvements rather than building a public personality. It also created a sharp contrast with the scale of the position he now occupies.

Ternus can remain personally reserved, but the CEO role will repeatedly place him before customers, employees, investors, governments and developers. His first social post may have been quiet. The responsibilities arriving behind it are anything but.

John Ternus Arrives Without a Personal Media Machine

Ternus did not maintain a prominent public social account during his years leading hardware engineering. Most customers encountered him through carefully produced product presentations, occasional interviews or appearances focused on a particular device.

Even within those settings, his style remained technical and controlled. He usually spoke about engineering choices, durability, materials, performance and the work required to turn a design into a product that could be manufactured at enormous scale.

His new X account does not immediately change that character. Opening a channel is different from revealing a private life or becoming a daily commentator. The minimal introduction suggests a place for official communication rather than an invitation into every passing thought.

That would follow an established pattern for senior leadership. Tim Cook used his public account to acknowledge product launches, employees, social causes, environmental initiatives, community visits and major events. His posts rarely became extended personal debates.

Ternus may adopt a similar rhythm, although the account is too new to define its purpose. One word and a short biography cannot tell us how frequently he will post, which subjects he will address or whether he will write directly during moments of controversy.

The restrained opening still served one practical purpose. It established an authenticated public identity before unofficial profiles, impersonators and parody accounts could occupy the space around a newly appointed CEO.

A Career Built Behind the Hardware

The limited public profile should not be mistaken for limited influence inside the company.

Ternus joined the product design team in 2001 and became a vice president of hardware engineering in 2013. He entered the executive team as senior vice president in 2021, eventually overseeing engineering work across iPhone, iPad, Mac, AirPods and Apple Watch.

His official biography credits him with an instrumental role in the introduction of iPad and AirPods, along with work across multiple generations of the company’s largest product lines. It also connects his leadership to improvements in reliability, durability, materials, repairability and environmental performance.

This background gives Ternus a different starting point from a CEO recruited principally through finance, sales, software or public policy. He arrives from the part of the organization responsible for making difficult designs function consistently outside a laboratory.

Hardware engineering at this scale reaches far beyond choosing a processor or shaping an enclosure. It requires coordinating displays, batteries, cameras, radios, thermal systems, structural materials, manufacturing equipment, repair procedures and supplier capacity. A small change can affect production across millions of units.

That experience may explain part of his measured communication style. Engineering organizations reward details that survive testing. Public attention often rewards immediate confidence. Ternus has spent his career in an environment where confidence eventually meets a drop test, production line or repair bench.

His public appearances have often carried the same discipline. He tends to explain what a product team accomplished without placing himself at the center of the accomplishment.

The CEO Role Changes the Audience

Leading hardware engineering allowed Ternus to speak after a product decision had passed through years of development. As CEO, he will also need to speak while difficult questions remain unresolved.

Investors will expect him to explain spending, growth and long-term priorities. Governments will want answers about manufacturing, competition, privacy and platform control. Employees will look for direction as artificial intelligence, robotics, home technology, augmented reality and satellite communications create new opportunities across the company.

Customers will judge him through products, but they will also hear his response when a launch disappoints, a service fails or a policy creates frustration.

This is where a discreet profile can become either an advantage or a limitation.

A CEO who does not comment constantly preserves the weight of the moments when he chooses to speak. Fewer posts also reduce the chance that a hurried reaction becomes the story instead of the company’s work.

Silence becomes harder to maintain when people expect reassurance. Product defects, security incidents, employee concerns and political disputes can create situations in which a carefully prepared statement feels too distant. Ternus will have to decide when restraint protects the company and when it begins to look like avoidance.

Cook will remain involved as executive chairman and is expected to assist with areas including engagement with policymakers. That arrangement gives Ternus continuity during the transition without removing the need to develop his own public authority.

The distinction between their roles will become more visible with time. Cook can offer experience and institutional relationships, but employees and customers need to recognize which priorities belong to the new CEO.

A More Technical Public Voice Could Work

Ternus does not need to imitate Steve Jobs’ stage presence or Cook’s diplomatic style. A convincing public identity can grow from the expertise that brought him to the position.

The most natural version would be an engineering-minded CEO who explains trade-offs without turning every decision into a slogan. Product design is full of compromises involving battery life, weight, cost, durability, repairability and production capacity. Carefully explaining some of those decisions could make corporate communication more informative.

His 2024 commencement appearance at Penn Engineering offered a rare view outside a product presentation. Ternus returned to the university where he earned his mechanical engineering degree and addressed students as an experienced engineer rather than a celebrity executive.

That type of setting allows more personality to appear without requiring constant social posting. Longer interviews, engineering discussions, employee conversations and educational appearances may suit him better than trying to manufacture spontaneity several times a day.

A restrained profile could also reinforce collaboration. The products reaching customers are built by large teams, and Ternus has generally presented himself as a representative of that work. Maintaining that tone as CEO would keep attention on the organization rather than turning every announcement into a personal performance.

The difficulty will be preserving technical depth while discussing areas beyond hardware. Services, entertainment, artificial intelligence, software platforms and international policy cannot always be explained through materials and manufacturing. The CEO must connect them into one recognizable direction.

His First Major Appearances Will Define the Account

The opening “hello” gives Ternus room to decide how visible he wants to become.

Upcoming product events will offer an early test. A social account can distribute announcements and photographs, but the stage will reveal more: which subjects he chooses to introduce, how much technical detail he includes and whether he remains present throughout the presentation or delegates most of it to other executives.

Earnings calls will create a different test. Product videos are rehearsed around finished work; financial discussions require direct answers about demand, margins, investment and risks. His language in those conversations will begin shaping how investors understand the new administration.

Internal communication may prove equally influential even when the public sees only fragments. Employees will listen for signals about decision-making speed, tolerance for experimentation and the relationship between engineering ambition and commercial discipline.

The X account can support that work, but it cannot substitute for it. A polished stream of product announcements would tell customers what has shipped. Occasional direct messages during difficult moments would reveal more about how Ternus intends to lead.

For now, the empty space around his first post is part of the story. The next useful signal may not be how often John Ternus speaks, but which moment persuades this notably private engineer that the CEO should speak in his own voice.

 

The post John Ternus Begins His Apple CEO Era With a Discreet Public Profile appeared first on AppleMagazine.