TIME FindTheBest

3 Reasons Apple Needs to Make a Bigger iPad (and 3 Reasons It Doesn’t)

Compared to the iPhone 6 and Apple Watch speculation, the buzz surrounding Apple’s October 16 event has been as subdued as Tim Cook’s southern drawl. Yes, we’ll probably see new iPads, and rumor has it, they’ll be a bit thinner. They’ll likely have TouchID built in. And there’s a good chance they’ll have faster, A8 processors. In other words, set your iPhone 6’s alarm to wake you up once this sleepy, predictable announcement is over. You probably won’t miss anything.

Unless, of course, Apple announces a bigger iPad.

Here, the rumors are anything but mundane. Could we see a hybrid tablet-laptop like the Microsoft Surface? Would we we get a big, bright 4K display? And would a big iPad get a massive performance upgrade, more like a MacBook Pro than an iPad Mini?

With the rumors swirling, we set out to determine the pros and cons of such a launch. Is it the right move for Apple?

Here are three reasons for Apple to release a bigger iPad, and a corresponding counterpoint for each.

#1: People like big devices. Just look at the iPhone 6 Plus…

Apple may have waited seven years to do it, but in 2014, a big-screen iPhone was an obvious choice. At FindTheBest, we charted the mix of small- (under 4.5”), medium- (between 4.5” and 5.2”), and large-screen (over 5.2”) phones released each year since 2010:

At this rate, phones over 5.2” will make up half the market by 2015. It was time for Apple to jump in. Consider also that bigger phones tend to have better specs and higher scores from the experts. In the chart below, we plotted our Smart Ratings (which combine specs, features, benchmarks and expert review scores) against screen size:

As the screen size gets bigger, the phone gets better. This isn’t just a coincidence. Larger phones have more room under the hood for bigger, better components. So why not apply the same logic and make a bigger iPad?

…but the tablet market is a lot different than the smartphone market.

Plot the same data for tablets, however, and things quickly get muddy. Here’s the mix of tablets released each year since 2010 (small: under 9”, medium: 9” to 11”, large: over 11”):

While large tablets have seen a small resurgence in 2014, there’s no clear trend. Will giant tablets stay a niche item or mount a big comeback? It’s too early to say. Small tablets have certainly gotten more popular since 2010, but outside of that, the market remains murky.

And are bigger tablets better, by the numbers? Not really:

Add it all up, and a large tablet is simply a bigger risk than a giant phone. There’s no obvious market precedent, and the best tablets come in all sizes — not just big ones.

#2: You can charge a premium for big tablets…

If there’s one thing Apple loves more than promotional U2 events and aluminum unibodies, it’s profit margins. At FindTheBest, we looked at the average price, by size category, for over 1,600 phones and 750 tablets. We found one surprising standout:

Average base-model MSRP (no contract) for phones and tablets:

Small phones: $343
Medium phones: $368
Large phones: $397

Small tablets: $304
Medium tablets: $533
Large tablets: $899

Tablets over 11” tend to cost nearly three times as much as their mini-tablet counterparts, and more than any smartphone, even out of contract. Granted, a bigger, faster tablet will be more expensive to make, but Apple probably wouldn’t mind adding another option at the high-end. As Android and Amazon race to the bottom with sub-$200 tablets, Apple would be more than happy to win the $899 to $1,299 range. In tech, no one does luxury better (or more readily) than Apple.

…but there just aren’t that many big tablets, and they don’t seem to be selling particularly well.

Of the 750+ tablets we used to calculate the above averages, only 25 were over 11 inches, so we’re already working with a small sample size. And then look at sales. It’s tough to get an accurate breakdown from manufacturers, but consider that (as of this writing) you have to page through 50 different tablets on Amazon’s best seller list before you get to your first 12” tablet (the Microsoft Surface 3). iPads, small Amazon Kindles and 7-inch Android tablets are selling well. Big tablets are not.

So while that $899 base price point might look attractive at a glance, it’s based on a handful of niche products with (likely) mediocre sales.

#3: It’s the obvious (and only) place for Apple to go next…

In 2010, Apple made mobile devices in just two sizes (not counting iPods): a 3.5-inch iPhone and a 9.7-inch iPad. Jump ahead to 2014, however, and Apple has quietly created a run of six distinct size options, with a tidy increase of about 15%-20% in screen size per model.

FindTheBest

As long as these things keep selling, why not try the next size up?

…but how do we know the tablet isn’t just a fad?

Tablet sales are still growing, but they’re decelerating, according to research firm IDC. “The market is still being impacted by the rise of large-screen smartphones and longer than anticipated ownership cycles,” says IDC’s Research Director Jean Philippe Bouchard. IDC has been forced to revise its previous tablet growth estimates, while Best Buy CEO Hubert Joly told Re/code that tablet sales are “crashing” at the company’s brick-and-mortar stores.

Some commenters suggest that a deluxe, jumbo-sized iPad might be the solution to this problem—a tablet that can actually compete with PCs, task for task.

But what if the tablet’s slowing growth is just the beginning? What if the world is satisfied with a 6-inch smartphone, rather than a 12-inch tablet? And finally, what if Apple suspects all of this already, and that’s why its newest device isn’t a 12-inch tablet, but a 42-mm wristwatch? Only time will tell.

This article was written for TIME by Ben Taylor of FindTheBest.

TIME Gadgets

Last-Minute iPhone 6, iWatch and iPad Rumor Roundup

Michael Nagle -- Bloomberg / Getty Images

The rumors have been floating around for months and the big day is almost here.

Just as Apple’s made its bones by simplifying technology, let’s boil down the nearly endless supply of rumors to paint a general picture of what we might expect to see from the company’s September 9 media event.

The Event Will Be Streamed Live Online

This one is most definitely not a rumor, and it’ll result in the rest of these rumors either being proven true or laid to rest starting at 1pm Eastern on Tuesday, September 9 when Apple CEO Tim Cook takes the stage at the Flint Center in Cupertino, CA. Fun fact: Steve Jobs launched the Mac from the Flint Center 30 years ago.

You’ll be able to watch the event live online, broadcast directly from Apple’s site at Apple.com/Live. There will also be roughly 1.2 bajillion liveblogs of the event going on at the same time. Visit just about any tech site to follow along.

New iPhones

All signs point to two new iPhone models, a 4.7-inch version and a 5.5-inch version (current iPhone models sport 4-inch screens).

For those of you with small hands, there will reportedly be a one-handed mode that rejiggers the interface slightly so you can reach everything (Samsung has a similar feature on some of its larger phones). The 5.5-inch iPhone’s more expansive display may take advantage of apps in an iPad-like fashion by leveraging iOS 8’s upcoming dual-pane feature.

The phones will apparently sport slightly curvier designs than past offerings and support tap-to-pay features, up to 128 gigabytes of storage (current models max out at 64 gigabytes) and a built-in barometer that ties into health and location apps.

There’s no great consensus on launch dates for either phone, though it’s believed the 4.7-inch version might launch first, with the 5.5-inch version to come along later this year. For recent launches, new iPhones have typically been available within a couple weeks of being announced, so perhaps the 4.7-inch version would roll out sometime in September.

There have also been some rumblings about the phones packing nearly unbreakable displays made of sapphire crystal, but well-connected Apple analyst Ming-Chi Kuo believes the screens aren’t ready for such large displays. He thinks they’ll be present in Apple’s rumored iWatch line, though (more on that next).

The iWatch

Apple will reportedly be showcasing its long-rumored smartwatch, though it’s believed the device won’t be available for purchase until next year. Features apparently include a curved, rectangular screen made of impact-resistant sapphire crystal, tap-to-pay functionality, eight gigabytes of storage, health-tracking sensors and two screen sizes. It’s been reported that battery life might not be anything to write home about.

No word on firm pricing, though $400 has apparently been bandied about, with murmurs that pricing might not even be discussed at Apple’s media event.

New iPad Air

Alongside the new iPhones, Apple will reportedly be rolling out its followup to the iPad Air. It’s believed to be similar in design to the previous model, with the addition of a faster processor, the iPhone 5s’ fingerprint sensor and a gold color option. Apparently the iPad Mini line might not get a whole lot of attention but some models may get the fingerprint sensor as well.

Sources: 9to5Mac.com (here, here, here, here, here and here), New York Times, Re/code (here and here), Wall Street Journal, The Information, AppleInsider

TIME Rumors

Don’t Count the iPhone 6’s September 9 Debut Out Yet

The new iPhone line reportedly had a backlight engineering problem that goofed up the assembly process earlier this summer.

Reuters is reporting that Apple may be having difficulty prepping a sufficient number of screens for the next iPhone. Apple is expected to unveil the new line at media event on September 9. The problem, says Reuters, involves a “key” component that’s disrupting the production of the line’s new screens, rumored to be larger than the iPhone 5’s current four inches, and possibly come in two sizes.

More specifically, Reuters’s supply chain sources say the problem is with the backlight configuration in the new phones. Apple wanted to reduce the material used for the backlight from two layers to one in hopes of thinning the phones, says Reuters. But without that second layer, the phones apparently weren’t bright enough, which forced the parts back to engineering and held up the assembly process earlier this summer. That’s now impacting the number of screens Apple’s been able to produce in the ramp up to the unveiling, according to Reuters’ sources.

How many phones amounts to a sufficient number at launch anyway? I have no idea, nor does Reuters, but the news site defangs the issue somewhat by pointing out that its sources indicated the “hiccup” may or may not make it harder for you to get one of the new phones at launch or delay the phones outright. Thus we’re left to mull the possibility that there could be a launch availability problem, but with absolutely no idea of its magnitude, on a scale that runs from “catastrophic” to “irrelevant.”

Short of actually delaying the debut, which seems unlikely at this point–rumors of a September 9 event bubbled up just a few weeks ago, well after the June/July timeframe referred to in the Reuters piece–it’s unlikely we’ll know whether this story impacted the phones’ arrival. Availability issues have been a major part of every new iPhone launch, and a certain amount of scarcity–so long as Apple’s able to ramp up production to meet or surpass its fiscal projections in the long run–isn’t the worst problem to have. Sony’s PlayStation 4, for instance, which Sony claims was plagued by supply issues from launch, has gone on to sell 10 million units worldwide, a record-breaking figure even Sony can’t explain.

TIME Big Picture

Questions About a 5.5-inch iPhone

There’s already a bit of controversy surrounding the launch of Apple’s new iPhones this fall.

Most informed sources seem to all agree that Apple will introduce an iPhone 6 sporting a 4.7-inch screen, as compared to the 4-inch screen on today’s iPhone 5s and 5c models. But there are several rumors coming from the supply chain that suggest Apple is also preparing to release a 5.5-inch version of its newest iPhone, too.

The possibility that Apple could be making a 5.5-inch iPhone leads to a few important questions.

Why make a giant iPhone?

The first: If Apple really wants the 4.7-inch model to be what we in the industry call the “hero” model — one that would drive the majority of iPhone sales going forward — why even make a 5.5-inch model at all?

While we will sell about a billion smartphones this year, fewer than 70 million will feature screens larger than five inches. However, the answer to this question is actually pretty simple: While demand for smartphones larger than five inches is minimal in the U.S. and Europe, there is great interest in smartphones in the 5.5- to 5.7-inch range in many parts of Asia.

For example, well over 80% of smartphones sold in Korea have screens that are at least five inches and above. They have also become big hits in China and other parts of Asia where larger smartphones double as a small tablets, thus driving demand in these regions of the world for what are called “phablets.”

I suspect that if Apple is making a larger iPhone 6 in the 5.5-inch range, it will most likely be targeted at these Asian markets where demand for large smartphones is relatively strong. This is not to say that Apple wouldn’t offer a 5.5-inch iPhone in the U.S. — I believe there could be some interest in one of this size — but like most of my colleagues in the research world, we believe that the lion’s share of those buying the new iPhone would want the 4.7-inch version if indeed this is the size of it when it comes out.

Would you buy it?

The second question: If Apple does bring a 5.5-inch iPhone 6 to the U.S. market, would you buy one?

For the last month or so, I have been carrying three smartphones with me of various screen sizes all day long, and have learned a lot about my personal preferences. In my front pocket is an iPhone 5 that has a four-inch screen. In my back pockets are a Galaxy Note 3, which has a 5.7-inch screen and the new Amazon Fire, which sports a 4.7 inch screen — the same size that is purported to be on the new iPhone 6 when it comes to market.

Here are my observations. Keep in mind they are personal observations, but I suspect that my preferences are pretty close to what the majority of the market may prefer when it comes to the screen sizes in a larger smartphone.

I like to keep my primary smartphone with me all of the time, so my iPhone 5 is in my front pocket. The screen size is very important in this case and, at four inches, it easily fits in my right-front pants pocket and is easy to access as I need it. The other thing that is important about the four-inch screen is that I can operate it with one hand. From a design point, one-handed operation has been at the heart of all iPhones to date, as Steve Jobs was adamant that people wanted to be able to use their phones with one hand. So the idea of possibly moving up to a new iPhone with a 4.7-inch screen has intrigued me, as I wondered if a smartphone with this size screen would fit in my pocket and still be usable with one hand.

So when I got to test the 4.7-inch Amazon Fire phone, I immediately put it in my front pocket. Thankfully, it fit well and continued to be just as easy to access as the smaller iPhone 5s with its four-inch screen. Also, while I had been skeptical that I could still use it with one hand since I have medium-sized hands, I found that I could still operate the Amazon Fire with one hand easily. The other thing about a 4.7-inch screen is that the text is larger; for my aging eyes, this is a welcome upgrade. However, on these two issues, the Galaxy Note 3, with its 5.7-inch screen, flunked both tests. This phablet-sized smartphone did not fit in a front pocket, nor could I use it for one-handed operation.

That led me to wonder if a Samsung Galaxy S% smartphone, with its five-inch screen, would work in these similar scenarios. So I took a Galaxy S5 that I have, put it into my front pocket and tried to use it with one hand. To my surprise, it also worked well. But I had another smartphone with a 5.2-inch screen and, amazingly, that failed both tests. On the surface, at least for me, a smartphone up to five inches did fit in my pocket and allowed me to use it one-handed, but any screen larger than that was a bust.

I also did this test with some of the women in our office. We have a very casual workplace and most wear jeans to work, so I had them try the 4.7-inch Amazon Fire. They were also surprised that it fit O.K. in their front pockets and could still be used in a one-handed operation mode. However, like me, a screen larger than five inches did not fit in pockets and was impossible to use with one hand for all of them. These women did point out to me though that for most women, it’s less likely that they would carry a smartphone in their pockets as more keep them in a purse or handbag. That being the case, at least for the women in our office, a smartphone with a 5.5-inch screen was acceptable to them, although one person said she would prefer the smaller 4.7-inch smartphone if push came to shove.

Ultimately, it probably comes down to personal preference, yet I suspect that an iPhone with a 4.7-inch screen would take the lion’s share of Apple’s iPhones sales if this is indeed the size of the company’s new iPhone.

What about tablets?

But a 5.5-inch smartphone begs a third question that, at the moment, has stymied many of us researchers: Would a 5.5- or 6-inch smartphone eat into the demand for a small tablet?

I find that in my case, even though I do use the 5.7-inch Galaxy Note 3 often for reading books while out and about or while standing in line, my iPad Mini is still my go-to tablet due to its size. I also have a 9.7-inch iPad Air with a Bluetooth keyboard, but I almost exclusively use that tablet for productivity and less for any form of real data consumption.

Some researchers have suggested that, especially in parts of the world where larger smartphones or “phablets” are taking off, this has really hurt the demand for smaller tablets — and that’s partially why demand for tablets has been soft in the last two quarters. Unfortunately, the data is still inconclusive on this, but my gut says that “phablets” are at least having some impact on demand for tablets in many regions of the world.

With the expected launch of Apple’s new larger-screen iPhones just around the corner, those planning to buy a new iPhone might want to keep my experience in mind. There’s a very big difference between how a person uses smartphones that are less than five inches and smartphones that have larger screens. For those who keep them in their pockets and/or want to use them with one hand, they have only one real choice. For them, a smartphone smaller than five inches is their best bet.

But for those that don’t keep their smartphones in their pockets, the virtue of a larger screen is that it delivers much more viewing real estate. Consequently, it’s much easier to use when reading books, web pages and for other tasks where a large screen can deliver a real benefit. The good news is that if these Apple rumors are true, people will have better options coming from Apple. For the first time in the iPhone’s history, Apple might give users multiple screen sizes to choose from.

Bajarin is the president of Creative Strategies Inc., a technology industry analysis and market-intelligence firm in Silicon Valley. He contributes to Big Picture, an opinion column that appears every week on TIME Tech.

TIME Rumors

That 5.5-Inch iPhone Is Still Pretty Mysterious

A larger iPhone seems likely for this fall, but don't bet on an even larger "phablet" version just yet.

There comes a time in every Apple rumor’s life when it starts to feel like inevitability–when the sum of insider information, leaked images and “supply chain” speculation becomes too difficult to dismiss.

That seems to have happened with the 4.7-inch “iPhone 6,” which is widely expected to arrive this fall. But that’s not the only iPhone that Apple is reportedly working on. Reports of a 5.5-inch iPhone have been circulating since last year, and they’re starting to reach that threshold of inevitability as new reports keep rolling in.

Still, looking at the dozen or so rumors about the extra-large iPhone, there’s little consensus on when the phone would arrive, how it would differ from the 4.7-inch iPhone and what the larger screen would mean for apps and software. Until we get answers to more of these questions, it’s foolish to assume an iPhone “phablet” is imminent.

Last week, the Wall Street Journal reported that Apple was telling its suppliers to prepare for a record number of iPhones, including 4.7- and 5.5-inch models. But the paper also said that Apple was struggling to get good production yields from the larger model, which may not enter mass production until a month after the smaller iPhone.

We’ve seen other publications make similar claims, but the timing is always murky. 9to5Mac, for instance, says that Apple hasn’t decided whether to debut the 5.5-inch iPhone in September along with its smaller sibling. Chinese media sources claim that mass production on the larger model won’t even start until September. Analyst Ming-Chi Kuo–a hit-or-miss source for Apple rumors lately–believes the 5.5-inch iPhone won’t arrive until after October, or possibly next year.

As for the phone itself, there isn’t much corroborating evidence on how it would be different from the 4.7-inch model aside from screen size alone. Kuo has speculated that it would be the only iPhone with a scratch-resistant sapphire display and optical image stabilization, but without corroboration from more reliable sources, I’m skeptical.

The other big question is how screen resolution would change with the larger display. It’s unlikely that Apple would stretch the screen without increasing the number pixels as well, but there hasn’t been much discussion to address this issue.

None of this leaves me feeling confident that a 5.5-inch iPhone is coming any time soon. If you’re only interested in phones with gigantic displays, and absolutely can’t wait longer than a couple months, you might want to consider other options.

TIME Apple

Apple’s iPhone 6 Will Probably Have an Unscratchable Screen

A leaked video shows what may be Apple's next iPhone design

A well-known leaker of Apple news may have provided hard evidence that the next iPhone will come with a scratch-resistant sapphire glass display.

In a video on YouTube, Marques Brownlee demonstrates what is apparently a front panel from the iPhone 6, straight off Apple’s assembly lines. He bends the panel under his sneaker, stabs at it with a knife and scrapes at it with a set of keys, yet the display seems no worse for the wear. He also notes that the glass measures 4.7 inches diagonally, marking an increase in screen size from the 4-inch iPhone 5S.

Brownlee says he received the display from Sonny Dickson, a well-known leaker who has gotten a hold of other pre-release iPhone components in the past. (Dickson himself has posted his own bend test and size comparison videos of the sapphire glass display.)

As ExtremeTech points out, Brownlee doesn’t subject the glass to any impact tests. While sapphire is nearly scratch-proof, it’s also quite brittle and could be susceptible to damage from drops on its own. However, Apple patents and other circumstantial evidence suggest that the front panel is actually a laminate of sapphire and another cheaper material. This could bring costs down while also helping the display survive a hard impact.

Of course, we won’t know about the iPhone 6’s display until Apple makes an official announcement about the phone. There’s still no consensus on a release date for the iPhone 6, but a September launch seems likely.

TIME Wearables

iOS 8 Has the Ingredients for a Pretty Good Apple Watch

Apple didn’t announce an iWatch at its Worldwide Developers Conference on Monday, nor was it expected to.

But what happened instead was just as intriguing: With iOS 8, Apple quietly laid the groundwork for what could be a great wearable platform, adding the raw ingredients to compete with Google, Samsung and others.

One of the big new features in iOS 8 is interactive notifications, which allow users to directly respond to e-mails, calendar appointments and social media posts without going into the app itself.

Yes, it’s one of several features that Apple “borrowed” from Android, and this may not be a coincidence given that actionable notifications are the centerpiece of Google’s own wearable platform, Android Wear. Instead of just seeing static notifications on your wrist, Android Wear will let you respond to them while leaving your phone in your pocket. Without a similar system in iOS, Apple would have been at a big disadvantage.

Interactive notifications aren’t the only smartwatch-friendly feature in iOS 8. Apple is beefing up Siri with streaming voice (so you can confirm what you’re saying as you talk), support for more languages and the ability to activate voice commands by saying “Hey, Siri.”

Siri will also be able to control home automation setups through HomeKit, which makes a lot of sense for a wearable device. You don’t want to have to dig out your phone or tablet just to tweak the thermostat or turn down the lights.

And of course, there’s Health and HealthKit, which will allow users to keep track of all their fitness tracking applications. Wouldn’t it make sense to keep an eye on these stats while exercising, without having to strap an iPhone onto your shoulder?

I’ll cheerfully admit that the case for an iWatch isn’t airtight. There are still tough hardware problems to solve, including battery efficiency, fashionability (for both men and women) and pricing, and I can still pick out some things I’d like to see on the software side (such as third-party app support in Siri).

But Apple’s never been known to tick every feature box at once. Instead, the company tends to take its time building up from a foundation. In hindsight, that’s exactly what Apple did as it built up iOS on the iPhone, before launching the iPad a few years later. With iOS 8, it’s a lot easier to believe that an iWatch is coming next.

TIME FindTheBest

9 Possible Endgames for the Apple-Beats Situation

As we wait for the final outcome of the Beats-Apple situation, we might as well prepare ourselves for the best, the worst, and everything in between. Here are 9 potential endgames for the supposedly looming Apple-Beats acquisition, ordered roughly from “likely” to “totally implausible.”

1. Apple buys Beats, releases brand new streaming music service

Midway through Apple’s WWDC keynote, Tim Cook announces what many quietly expected: an all-new Apple-branded music streaming service, courtesy of newly-acquired Beats by Dre. Named “Dring” (a hybrid of “Dre” and failed Apple music network, “Ping,”), the streaming service comes complete with 25 million songs, pleasantly-rounded corners, and brushed aluminum menus. In honor of the late Mr. Jobs, Cook plays Bob Dylan’s “Beyond Here Lies Nothin’” as the first tune to ever stream through the service. The next day, somebody on Twitter jokes that “beyond here lies nothin’” is also an apt description for Apple’s product roadmap.

2. Apple buys Beats, refreshes headphones line

The streaming music service rumors prove unfounded: it was about hardware all along. Apple signs the Beats deal, then rolls out a whole new line of headphone and speaker accessories, each more colorful and more expensive than the last. Beats’ celebrity army of NBA stars, R&B artists and pop sensations appear in a new series of Apple ads, with the tagline, “Hear what you’ve been missing.” Even Justin Bieber gets a spot. Meanwhile, Apple stores around the globe become three times as noisy, as Apple’s new Beats-made headphones leak noise faster than Edward Snowden can leak NSA secrets.

3. Apple doesn’t buy Beats, everyone feels stupid

As articles (like this one) continue to trickle out over the coming weeks, the tech world becomes desperate for action. Why haven’t we heard more? Why didn’t Apple say anything at WWDC? A dozen conspiracy theories emerge, from “Apple and Beats never met” to “Apple actually bought Beats in 2009.” The Internet loses its collective mind until summer 2015, when Dr. Dre’s former PR manager releases a book, Think Different: The Real Story Behind the Apple-Beats Negotiations.

4. Apple buys Beats, realizes headphones have become a commodity market

The deal is signed. Cook, Jony Ive, Peter Oppenheimer, Craig Federighi, and Dr. Dre pour champagne while listening to Dre’s “The Next Episode” at Apple headquarters. Mid-clink, a freckle-faced, 19-year-old intern bursts through the door. “Mr. Cook!” she gasps, “We just got that report on the headphone market—the one you said was critical to the deal.” Laughing nervously, Cook sets down his champagne glass and eyes the report’s title, gingerly: Study—headphones now a commodity. Brand power rapidly losing its effect on fickle consumer market, which will now buy anything, as long as it’s cheap. “Well, sh–,” he says.

5. Amazon swoops in, buys Beats

In a surprise Monday morning headline, the world learns that Amazon—not Apple—has officially purchased Beats. “This isn’t about our upcoming streaming music service,” says CEO Jeff Bezos, in a next-morning Washington Post interview, “This is about Amazon Prime.” Beats customers begin noticing subtle changes in their orders, as packing peanuts are replaced by Amazon Prime coupons, and “Try Prime!” stickers are placed on every pair of Beats Solo HDs. One customer swears she hears “free two-day shipping on any order” every time she plugs in her primeBeats earphones, but gets laughed out of court by Amazon’s lawyers.

6. Apple buys Beats, kills Beats

Weeks after Apple announces the formal deal, a funny thing happens: Beats products disappear. eBay stock sells out. Even Amazon can’t seem to find them. Furious, a drunken mob surrounds Jony Ive at a Cupertino bar, demanding answers. “Okay!” he says, “All our research says people only care about two things: bright colors and overpriced brands. That’s our thing, not Beats’. That’s why people buy Apple. Beats had to go. They just had to, okay?”

7. Apple walks away from Beats deal, buys Skullcandy instead

In a hastily assembled press conference, Cook agrees to take five minutes of questions on the just-announced Skullcandy acquisition. “What happened to Beats?” a reporter asks. “Forget about Dre,” Cook responds. “But why Skullcandy?” another asks. “I mean, seriously,” Cook says, “these are headphone manufacturers. They all do the same thing.”

8. Dr. Dre becomes new “Voice of Siri”

Apple finally addresses the artificially-intelligent elephant in the room: No one really likes Siri. In an open apology letter to all Apple customers, Cook explains that all those Siri statistics—“85% use Siri at least once per month”—are “inflated,” and “probably half of those” are people who “accidentally hold down the home button a little too long.” Cook goes on to describe the $3 billion acquisition as “mostly about voice talent. We thought, ‘Who does everyone love? What voice has achieved such an iconic level of success that customers wouldn’t mind even if it repeatedly misunderstood them, called the wrong contacts, or drove them to the wrong restaurant four times out of five?’ The answer? Dr. Dre.”

9. Apple buys Beats, Dr. Dre becomes Apple CEO

In a somber press event, Cook announces that the completed Beats deal will coincide with his resignation. “Honestly, I’m just sick of it,” Cook explains, saying he’s actually happy to see “someone, anyone” taking over “the most thankless job” in the tech industry. “You sell 43 million iPhones in one quarter, post $45.6 billion in revenue, and all anyone wants to talk about is how great Jeff Bezos is. I mean, seriously.”

This article was written for TIME by Ben Taylor of FindTheBest.

TIME Apple

The Case for a Triple-Resolution iPhone 6

Apple is reportedly testing a 4.7-inch iPhone with a 1704-by-960 resolution display.

Rumors of a 4.7-inch iPhone have been kicking around for a while, but nobody has really explained how the iPhone’s screen resolution would change to support a larger display.

Over at 9to5Mac, Mark Gurman makes a good case for a resolution of 1704-by-960 in the iPhone 6. His unnamed sources say that Apple is in fact testing at least one model with this resolution, and he explains why this exact number of pixels makes sense.

If you took the original 3.5-inch iPhone with its 480-by-320 resolution and stretched it to 4 inches at the same pixel density, you’d have a resolution of 568-by-320. If you then tripled the number of pixels in each direction, you’d wind up at 1704-by-960. So while the iPhone 4, with its 960-by-640 resolution, was a “2X” display compared to previous models, the iPhone 6 will be a “3X” display.

Why does this matter? App developers will ultimately have to tweak their code to make things look great on the larger screen, but until that happens, it behooves Apple (and users) for these apps not to look horrible. An increase in resolution at the same aspect ratio would leave apps looking decent enough until developers got around to optimizing their apps. Unlike with the transition from the iPhone 4S to the iPhone 5, you wouldn’t have to deal with any black bars surrounding the screen.

As for physical screen size, there have been reports of Apple testing a 5.5-inch iPhone as well. The rumor mill seems to agree that this extra-large iPhone won’t arrive this fall, if it arrives at all. Either way, a resolution of 1704-by-960 would make for an increase in pixel density over current models and would allow Apple to take on the many larger Android phones that are already on the market.

TIME apple rumors

Report: The iPad Is About to Get Much Better at Multitasking

Marc Gurman over at 9to5Mac is reporting that Apple’s latest mobile operating system, iOS 8, will bring with it the ability to run two apps side-by-side on an iPad.

Apple is expected to unveil iOS 8 (and other goodies) at its developer conference, which runs June 2 to June 6.

Gurman only cites unnamed “sources with knowledge of the enhancement in development,” but he’s got a solid track record with Apple rumors. And this is a feature iPad users have been requesting for quite some time, so this seems like a somewhat safe bet by Apple-rumors standards. It’s also, as Gurman reminds us, a feature Microsoft uses to set its own Surface tablets apart from the iPad.

Assuming the rumor pans out, this feature would extend beyond simple screen-splitting.

Says Gurman:

In addition to allowing for two iPad apps to be used at the same time, the feature is designed to allow for apps to more easily interact, according to the sources. For example, a user may be able to drag content, such as text, video, or images, from one app to another. Apple is said to be developing capabilities for developers to be able to design their apps to interact with each other. This functionality may mean that Apple is finally ready to enable “XPC” support in iOS, which means that developers could design App Store apps that could share content.

The split-screening would apparently work for the full-size iPad, and in landscape mode, but it’s unknown whether it’d extend to the iPad Mini. If this feature is indeed coming, we’ll hear more straight from Apple in a few short weeks.

[9to5Mac]

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