Apple issues billion-dollar ‘green’ bond to support clean projects

Just because Trump withdrew the United States from the Paris climate agreement doesn’t mean the American people are going to go along with him. Cities, states and private companies from around the nation have already pledged to abide by the rules set forth in that accord, even if the federal government won’t. And, on Tuesday, Apple put its money where its resistance is by issuing a billion dollar bond for financing clean energy and other green projects.

This move comes a year after the company issued a similar $ 1.5 billion bond after the Paris climate agreement was ratified in 2015. “Leadership from the business community is essential to address the threat of climate change and protect our shared planet, Lisa Jackson, Apple’s vice president of environment, policy and social initiatives, told Reuters.

That money will go towards efforts to improve the energy efficiency of Apple’s own facilities, as well as throughout its supply chain, by financing renewable energy, procuring more recycled and renewable source materials so as to reduce its need to mine for them. For example, one of the 16 projects that Apple financed with its original bond last year was Liam, the robotic iPhone disassembler.

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Apple now insures your Mac in case of spills and drops

AppleCare is Apple’s extended warranty program for almost all of its products, while AppleCare+ covered iOS devices specifically. That little plus sign is important, too, since it protects your beloved iPhone and iPad against accidental damage. So it’s pretty big news that, as of this week, AppleCare+ is now available for Macs, protecting your pricey desktop and laptops against trips, spills and falls.

Much like its near-namesake, AppleCare+ for Mac covers your device for three years at a pop, including telephone support. The company will look after you for two accidents during that time, although each one still carries a hefty premium. Should you break your screen or dent your external enclosure, you’ll pay $ 99, while anything more severe is priced at $ 299.

The desktops are the cheapest to insure, with the Mac Mini setting you back $ 99, while an iMac is $ 169 and the Mac Pro costs $ 249. Laptop-wise, the MacBook and Air models are priced at $ 249, while the 13-inch MacBook Pro is $ 269 and the 15-incher is $ 379. Then again, if it’s a choice between AppleCare+ or shelling out the better part of three grand on a new laptop, three or four Benjamins is preferable.

Via: 9to5Mac

Source: Apple

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iOS 11 could use the iPhone’s NFC chip for more than Apple Pay

Apple may have an awkward history of avoiding and then embracing NFC in the past, but new developments at this week’s Worldwide Developer’s Conference indicate those days are long gone. Apple already announced new NFC functions coming to the Apple Watch with watchOS 4, but according to documents for the upcoming iOS 11 release, the iPhone’s NFC chip might also be handling much more than just Apple Pay transactions and Passbook check-ins.

Although the feature didn’t get any airtime onstage Monday, iOS 11 Beta adds support for Core NFC to the iPhone 7 and 7 Plus. (And presumably future hardware as well.) In release docs, Core NFC is described as “a new framework for reading Near Field Communications (NFC) tags and data in NFC Data Exchange Format.” At the moment, the iPhone’s NFC chip is useless for anything other than Apple’s in-house payment system, but the new framework appears to let the chip in the latest iPhones read any tags — not just Apple Pay tags — and take action on them based on the phone’s location. NFC could open up more ways for iOS apps to communicate with connected devices and iPhones could also replace NFC-based keycards or transit passes like London’s Oyster card and the Bay Area’s Clipper card. In theory, Core NFC could also enable functions like tap-to-pair Bluetooth speakers — something Android users have been enjoying for awhile now — but it’s possible Apple could block such features to keep the “magic” pairing experience limited to AirPods and other devices with its proprietary W1 chip.

On the other hand, opening NFC could also invite potential privacy issues onto iOS. Like Bluetooth Beacons, NFC tags allow for seamless, location-based interactions for better or worse. While the ability to tap your phone to a movie poster and instantly bring up the trailer might seem magical, even anonymous data gathered from those sorts of interactions can paint a startling clear picture of a consumer.

Get all the latest news from WWDC 2017 here!

Via: WCCFTech

Source: Apple Developer

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Apple brings mulitroom speaker support to HomeKit with AirPlay 2

Apple’s HomeKit has provided iPhone and iPad users with a simple platform to connect multiple smart home devices, but it’s shied away from one of the most important gadgets: speakers. While we’re yet to see the rumored Siri speaker, the company announced today that it’s expanding its smart home hub to support a large number of third-party audio hardware.

Many of the brands you’d expect to be on board are, including Bang & Olufsen, Bose, Denon, Bowers & Wilkins, Libratone and, of course, Beats. However, Sonos isn’t on the list, at least at the moment. If you happen to own a connected speaker made by one of Apple’s listed partners, expect them to introduce new speakers that integrate with the HomeKit app, allowing you to control your multi-room setup and enjoy collaborative Apple Music playlists that you’ve curated with friends.

The functionality comes as a result of AirPlay 2, an updated version of Apple’s wireless AV technology. The company hasn’t clarified if older AirPlay-enabled speakers can be updated to support the new platform — we’ve contacted Apple for more information and will update you once we hear back.

Get all the latest news from WWDC 2017 here!

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What to expect from Apple at WWDC 2017

As a rule, Apple’s Worldwide Developer Conference is predictable: New versions of iOS, macOS and watchOS are the stars of the show, and anything else is gravy. WWDC 2017, however, is shaping up to be different. Although there hasn’t been much talk about what the new software will entail, the rumor mill has kicked into high gear with word of new Macs, new iPads and even a smart speaker. All told, operating systems may actually be the least exciting part of Apple’s keynote. But which products are likely to steal the spotlight, and which ones are just wishful thinking? That’s what we’re here to sort out.

A Siri speaker in your living room

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Here’s something you haven’t seen in a while: the prospect of Apple introducing a completely new device at its developer conference. Rumors are swirling of that the company will unveil a Siri-controlled speaker at WWDC, overshadowing virtually anything else Apple would otherwise discuss at the keynote. It might not ship until sometime later in the year (likely to give developers time to support it), but production may have already started.

As you might expect, the speaker would represent Apple’s answer to the Amazon Echo and Google Home. It would likely handle many of the tasks that Siri already does on your iPhone, such as checking the weather, playing music and controlling HomeKit gear — you just wouldn’t have to pick up a gadget to listen to songs or turn on your lights. The speaker could be particularly important if you want to control your household when you’re away because you currently need to use an Apple TV or iPad as a hub to control your HomeKit-compatible devices remotely.

There hasn’t been much discussion of the speaker’s design, but Bloomberg believes it would stand out from the pack by focusing on audio quality. You’d enjoy louder, crisper sound than what you typically get from rivals like Echo or Home. It might also incorporate virtual surround sound that would provide a more immersive experience. There has even been talk of Apple including ambient noise sensors to adjust the volume when you’re talking, but it’s not clear that this feature made the cut before production began.

New MacBooks

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A speaker might not be the only hardware introduced on stage. Apple is rumored to be updating its laptop line at WWDC, possibly in an attempt to underscore its renewed support for the Mac. The most credible rumors, again from Bloomberg, suggest that these would mostly be under-the-hood updates. Both the MacBook Pro and 12-inch MacBook would jump to seventh-generation Intel Core (aka Kaby Lake) processors that promise both faster performance and longer battery life. They might support more memory, too. Customers have complained that the MacBook Pro’s maximum 16GB of RAM isn’t enough to handle heavy workloads, and there have been hints that the laptop will support as much as 32GB with its next refresh. The more diminutive MacBook might also support as much as 16GB, although that’s clearly not as vital an upgrade given that it’s only designed for basic tasks.

There’s some tangible evidence to back up these claims. Apple recently delayed shipping times for 15-inch MacBook Pro orders, pushing their delivery to the day after the WWDC keynote. The Cupertino firm frequently stalls orders like this when it’s clearing out inventory for an outgoing device, so that’s as strong a sign as any that something is afoot.

Don’t get your hopes up for a MacBook Air update, though. Although the same Bloomberg rumor had Apple considering an Air refresh, neither the filings nor other clues point to an imminent upgrade. If there is one, we’d expect it to fly under the radar. This would be a maintenance update that does just enough to keep Apple’s most affordable system relevant in 2017 — hardly something you’d want to crow about in a keynote. You might see a switch to seventh-gen Core processors but not much more than that.

A 10.5-inch iPad

While Apple’s mainstream iPad just received an update in March, the iPad Pro is more than a little overdue. Neither Pro model has been touched for more than a year, and they’re based on a design that hasn’t changed much since the original iPad Air in 2013. Where’s a truly new iPad, one that pushes the concept forward? Thankfully, it sounds like you might get it at WWDC — there’s mounting buzz that an update is right around the corner.

If you believe Bloomberg, it’s the long-rumored 10.5-inch iPad Pro that many expect to replace the 9.7-inch edition. This would be more than just an upsized version of the slate you see today. Slimmer bezels would give it a footprint roughly comparable to its smaller sibling, so you wouldn’t have to give up portability for the sake of a larger screen. The 10.5-inch tablet is likely to pack a faster processor (a souped-up version of the iPhone 7’s chip, possibly called the “A10X”), and it might have a higher-resolution display to match. One IHS Markit analyst believes it could have a 2,224 x 1,668 LCD that slots in neatly between existing 9.7-inch iPads (2,048 x 1,536) and the 12.9-inch iPad Pro (2,732 x 2,048).

There isn’t much else to know about the specs at this point, but we have found a few clues. Case leaks from Twitter’s @ShaiMizrachi point to a familiar layout for the 10.5-inch iPad, including the stereo speakers you’ve seen on all Pro models so far. Also, Consomac has found Eurasian Economic Commission filings for four previously unknown iPad models split into two families. It’s easy to guess that these may be WiFi and cellular versions of both the 10.5-inch Pro and another iPad, possibly a refreshed 12.9-inch model.

Just don’t expect the iPad mini to get any attention at the same time. Apple only recently doubled the storage for the iPad mini 4, so it’s doubtful that you’ll see a more substantial upgrade a few months later. In fact, a BGR rumor claims that Apple might drop the mini in the long run. This tiniest of iPads reportedly doesn’t sell well compared to its larger counterparts, and the iPhone 7 Plus is close enough for some buyers. Bigger iPads are the future, and WWDC could reflect that.

Software: iOS, macOS and Siri’s future

Apple’s software plans would normally take center stage in one of our WWDC previews. This is a developer conference, after all. But thus far, there have been precious few credible hints as to what Apple will announce. This isn’t to say that this year’s updates will be low-key — it’s just that Apple may be keeping a lid on secrets this year.

In a Bloomberg interview, Apple’s Jimmy Iovine mentioned that iOS 11 would include a new Music app that does a better job with videos. Projects like Carpool Karaoke might fit better into the app, something that’ll help Apple push more exclusive video content going forward. Also, there are longstanding rumors of improved iPad support across all of iOS. You could use the Pencil to annotate all kinds of content, such as websites or email messages. This certainly makes sense if there’s a 10.5-inch iPad in the works, since Apple has been keen to demonstrate that iPads can serve as PC replacements.

When it comes to the Mac, there’s even less to say — we’re practically limited to speculation. One theory is plausible, though: Given that Apple File System launched on mobile devices with iOS 10.3, it stands to reason that macOS is next in line. If so, you could expect speedier, more secure storage that’s better-optimized for Macs with solid-state drives.

We haven’t heard anything about new versions of watchOS or tvOS, so any big features will come as surprises.

Instead, the greater focus might be on a common thread for all of Apple’s software: AI. It’s no secret that Apple has been making heavy investments in AI, and WWDC could be an ideal venue to showcase improvements, whether they apply to Siri or individual apps. Some of Apple’s acquisitions may indicate what’s on deck. Turi, for example, helps detect patterns and personalize content. Siri might be better at understanding your requests by recognizing what you tend to look for while iOS might be more proactive when suggesting photos or music.

Improvements to Siri could be particularly crucial this year. If there really is a Siri speaker, its success could hinge on high-quality AI; it has to answer common requests as well as an Echo or Home. And few would doubt that rivals like Amazon Alexa, Google Assistant and Microsoft Cortana have distinct advantages over Siri on any device, such as Google’s access to its powerful search engine. Although we wouldn’t expect a total revolution in Siri’s abilities, it probably can’t remain as-is for much longer.

Wildcards: Mac Pros and iMacs

Apple Unveils New Versions Of Popular iPad

You can never completely rule out surprises at Apple events, even if WWDC’s focus limits the kind of introductions you’re likely to see. And there are certainly a few candidates this year.

One such possibility is a very early preview of the redesigned Mac Pro. Apple revealed the current workstation’s design at WWDC 2013, months ahead of its release, and it wouldn’t be shocking if there were a repeat showing as the company reassures developers worried about the fate of pro Mac desktops. But the new Mac Pro is still a long ways away (it’s not expected until sometime in 2018), and there may not be much point to showing it off if Apple isn’t ready to provide the finished specs.

Augmented reality might also show up, since Apple has been very open about its interest in AR technology. With that said, there aren’t any believable rumors of Apple having something it can show at WWDC. We’ve heard that it could be testing AR glasses, but they might not ship until 2018, if not later. At best, you’ll get a sneak peek.

If there’s a relatively realistic wild card, it might be the pro iMacs that Apple confirmed back in April. The company was only willing to commit to a “later in 2017” release at the time, but some of the hardware needed to make this all-in-one is available now. Notice how Intel’s new Core i9 chips have the abundance of cores that pros crave? No, they’re not Xeons, but they could easily fit the bill if you need to compile code or edit 4K videos. It may just be a matter of whether or not Apple is willing and able to use these parts quickly. We wouldn’t be surprised if these high-performance iMacs weren’t unveiled until the fall.

Image credits: Reuters/Stephen Lam; Justin Sullivan/Getty Images

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Apple ‘Neural Engine’ chip could power AI on iPhones

Apple’s focused on increasing the speed of every new mobile processor generation, most recently pairing its quad core A10 Fusion chips with its iPhone 7 and 7 Plus models last September. But to keep its devices competitive, Apple is building a secondary mobile processor dedicated to powering AI.

Sources told Bloomberg that Apple is developing the chips to participate in two key areas of artificial intelligence: Augmented reality and self-driving cars. The tech titan’s devices currently split AI tasks between two chips — the main processor and a GPU — but this new one, allegedly known internally as the Apple Neural Engine, has its own module dedicated to AI requests. Offloading those tasks should improve battery life, too.

Unfortunately, it’s unclear if the chip will come out this year. That puts Apple further behind Qualcomm’s latest Snapdragon mobile chips, which already have a dedicated AI module, and Google’s Tensor Processing Units available in its Cloud Platform to do AI heavy lifting.

Apple announced it was deploying its own deep neural networks at last year’s WWDC, but that kind of machine learning happens on server racks, not mobile processors. Unlike the company’s differential privacy methods protecting data sent to Apple’s servers, the Neural Engine chip would let devices sift through data on their own, which would be faster and easier on the battery, just like the M7 processors did for motion back in 2013.

Source: Bloomberg

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Apple acquisition could help Siri make sense of your data

If it wasn’t already clear that Apple is committed to improving AI, it is now. The tech giant has confirmed that it recently bought Lattice Data, a company that uses AI to make sense of unorganized “dark” data like images and text. It’s not discussing what it plans to do with its acquisition, but a TechCrunch source claims that Apple paid $ 200 million. It’s not a gigantic deal, then, but no small potatoes when only 20 engineers are making the leap. And if that same source is correct, it could be important for Siri — Lattice had reportedly been talking to tech firms about “enhancing their AI assistants.” But what does that mean, exactly?

AI assistants frequently depend on structured data to provide meaningful answers, such as the latest scores for your favorite team or your upcoming calendar events. It’s harder for them to parse the massive amounts of data you generate outside of those neat-and-tidy containers. Lattice could make that data usable, helping Siri handle more of your commands. Need to find some obscure piece of information? You might have a better chance of finding it.

That could be important in the long run, and not just for the usual voice commands on your iPhone or Mac. If you believe rumors, Apple may be close to unveiling a Siri-based speaker. While that device would be unlikely to benefit from any of Lattice’s know-how in the short term (certainly not at WWDC 2017), any eventual upgrades to Siri would improve its ability to compete against rivals like the Amazon Echo series or Google Home. Lattice may not sound like an exciting company on the surface, but its work could be crucial to Apple’s visions for the smart home and beyond.

Source: TechCrunch

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The Wirecutter’s best deals: Save $70 on an Apple Watch Series 2

This post was done in partnership with The Wirecutter, a buyer’s guide to the best technology. When readers choose to buy The Wirecutter‘s independently chosen editorial picks, they may earn affiliate commissions that support their work. Read their continuously updated list of deals here.

You may have already seen Engadget posting reviews from our friends at The Wirecutter. Now, from time to time, we’ll also be publishing their recommended deals on some of their top picks. Read on, and strike while the iron is hot — some of these sales could expire mighty soon.

Garmin Forerunner 230 Running Watch

Street price: $ 190; MSRP: $ 250; Deal price: $ 155 with code AFFEMFIT

This is the lowest price we’ve seen on this GPS running watch at $ 155 after applying coupon code AFFEMFIT. While the street price of the Forerunner 230 has fallen under $ 200 in recent months, this is still a new low by a nice margin and a good opportunity to pick one up if you’re a runner looking to up your game. Black, Yellow, and Purple colors are available at the $ 155 price. Shipping is free.

The Garmin Forerunner is our pick for the best GPS running watch. Jim McDannald writes, “The Garmin Forerunner 230 (FR 230) has everything we were looking for in a great GPS running watch. It takes the accuracy and long battery life of our previous pick, the Forerunner 220 (FR 220), and makes the screen larger and more readable during activities, while retaining a light and small profile that won’t feel weird wearing as an everyday watch. The FR 230 can pass along smartphone notifications and track your steps and other casual activities. The interface and data syncing are easy enough to use if you are new to GPS watches, but the FR 230 also contains deep features and optional app downloads that experienced runners and statistics wonks can dig into. It can track some advanced running metrics we’ve only seen in higher-priced models and can also work with separate cycling monitors for speed and cadence. All of these features rest on top of Garmin’s unparalleled reputation for making reliable GPS watches; adding up to a watch that, while right in the middle of the pricing curve at about $ 250, feels many product cycles ahead of its competitors.”

Fitbit Flex 2 Fitness Tracker

Street price: $ 100; MSRP: $ 100; Deal price: $ 60

Here’s a nice drop on our new budget pick for best fitness tracker, the Fitbit Flex 2. This is the first sale we’ve seen on the Fitbit Flex 2 since making it one of our picks and marks a $ 40 drop from the usual street price. Most of the sales we see on this Fitibit only drop the price $ 20 down to $ 80, so this is a great price to pick it up. Since the only other time we saw this Fitbit at $ 60 was last year during Black Friday sales, it’s unlikely that this deal will stick around for too long. The deal is currently available in black, lavender, magenta, and navy.

The Fitbit Flex 2 is our new budget pick in our guide to the best fitness trackers. Amy Roberts wrote, “If you just want a simple way to monitor and track your daily activity (including workouts), nightly sleep habits, and get reminders to be more active, the Flex 2 is a great choice—especially if all your friends are on Fitbit. Unlike other Fitbits, it’s water resistant to 50 meters so you can track swimming and shower with it. However, there’s no screen—just five status LEDs to track progress towards your daily step count goal. It also doesn’t track heart rate, but Fitbits in general continue to struggle with heart-rate accuracy, so we don’t see this as a major issue; it helps the Flex 2 maintain its slim profile and lower price. The Flex 2 syncs wirelessly to the Fitbit app on a smartphone or the Fitbit website on a computer to keep a record of your activity and link you to other Fitbit users—a real highlight, as research shows that friendly competition can be very motivating.”

Apple Watch Series 2 – 38mm Aluminum

Street price: $ 370; MSRP: $ 370; Deal price: $ 300

This is the first big drop we’ve seen on our upgrade Apple smartwatch pick. We haven’t seen many (or any) really worthwhile sales on the Apple Watch Series 2, so if you’ve been waiting for a decent sale, now is the time. This deal is available in space gray, rose gold, and white, as well as the 42mm size for $ 30 more.

The Apple Watch Series 2 is our upgrade pick in our guide to the best smartwatch for iPhone owners. Dan Frakes wrote, “The Apple Watch Series 2 has three features that make it far more useful than the Series 1 for outdoor or water exercise: onboard, no-phone-required GPS, a waterproof design (up to 50 meters in fresh or salt water) that can handle swimming or surfing, and a brighter screen that’s easier to see outside. Combined with the watchOS 3’s improved Health app, these improvements mean the Series 2 watch can compete with fitness trackers and running watches while also being stylish enough to wear in casual and work settings.”

Amazon Fire HD 8 Tablet

Street price: $ 90; MSRP: $ 90; Deal price: $ 65

This comes in $ 5 below the previous sale we featured last month and is one of the best sales we’ve seen on this tablet. Since those sales tend to be pretty short, it’s safe to assume that this one won’t last longer than a few days. Outside of the occasional lightning sale, this is likely the new best price you’ll find on the Fire HD 8.

The Amazon Fire HD 8 is our budget pick in our guide on the best Android tablet. Chris Heinonen wrote, “If you want a cheap tablet for watching videos, reading, or browsing the web, Amazon’s Fire HD 8 tablet is great. It doesn’t have access to the Google Play Store or any of Google’s apps, but it costs less than $ 100 and makes it easy to access Amazon content (especially for Prime members). Amazon’s Fire OS (based on Android) runs very well, and the Fire HD 8 offers better battery life than the Shield K1 or Pixel C. The display is only 1280×800, but that’s fine for a budget media tablet. Amazon’s app store is not as extensive as the Play Store, but it does have free versions of many apps and games that cost money on other Android tablets. The Fire HD 8 also has more extensive parental controls than other tablets, making it a great family device.”

Because great deals don’t just happen on Thursdays, sign up for our daily deals email and we’ll send you the best deals we find every weekday. Also, deals change all the time, and some of these may have expired. To see an updated list of current deals, please go to The Wirecutter.com.

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Apple TV will reportedly get Amazon’s Video app this summer

The squabbling between Amazon and Apple might soon be over — at least, on the TV front. Amazon’s Video app might finally be heading to the Apple TV this summer, giving consumers an easy way to watch Amazon’s streaming content on the set-top box, Recode reports. Up until now, you were forced to use AirPlay to send Amazon’s streaming video titles to the Apple TV. That’s been one of the Apple TV’s biggest downsides since it debuted in 2015, together with a lack of 4K support.

The deal between Apple and Amazon might also lead to other changes. Amazon, for example, stopped selling the Apple TV in 2015 because it didn’t support its Prime Video service. That likely made a big dent in sales for Apple, especially as newer devices from Roku hit the market with 4K support. If Apple actually plans to release a newer 4K Apple TV this year, as rumors suggest, then landing back on Amazon would be essential.

At this point, it’s unclear if anything will change for Amazon’s Video apps on iOS. You can currently use them to watch Amazon Prime videos, as well as things you’ve already rented or purchased, but you can’t actually make those transactions within the app. That’s similar to how Amazon handles digital purchases on its Kindle and Comixology iOS apps. By forgoing in-app purchases on Apple’s ecosystem, Amazon avoids having to give the iPhone maker a cut of the revenue.

Source: Recode

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Splitting up with Apple is a chipmaker’s nightmare

Apple is such a powerful company that, for third-party suppliers, it’s hard not to become reliant on the cash that it pays you. But when Apple says that it’s done, choosing to move whatever technology you provide in house, the results can be really painful.

Imagination Technologies is one such supplier, famously designing the iPhone’s PowerVR graphics as well as pushing MIPS, a rival to ARM. But back in March, Imagination publicly announced that Apple was ditching it in favor of its own graphics silicon.

Now, Imagination has revealed that it’s going to take Apple to dispute resolution, maintaining that the iPhone maker used Imagination’s IP without permission. It’s the second chipmaker in recent months who believes Apple isn’t playing fair, with Qualcomm counter-suing Apple in its own licensing dispute.

Secondly, Imagination is going to have to sell off MIPS and Ensigma, two parts of its business that aren’t as profitable as PowerVR. Gamers with long memories will remember that MIPS designed the CPUs that lurked inside the PlayStation, PS2 and Nintendo 64. Imagination bought the company in 2013 in an attempt to turn the company into a mobile chip rival to ARM.

But since ARM chips are now the world’s “most used consumer product,” MIPS never stood a chance of competing. As a consequence, the technology remained vital only in the embedded device markets such as set-top boxes, routers and automotive systems.

MIPS was also pushed to hobbyists under the Creator platform, which Imagination described as a “Raspberry Pi, on steroids.” When MIPS is sold, however, it’s possible that any attempts to sell MIPS to hobbyists will be put on ice.

Then there’s the fact that PowerVR’s graphics have been slowly ditched by other members of the mobile industry in favor of ARM’s Mali alternative. As a consequence, Imagination began pushing PowerVR to budget smartphone suppliers, like MediaTek.

The decision to go public with the news was extraordinary, since Apple’s partners are often subject to the same vows of corporate silence Apple itself observes. But it also heralded doom for a small British company that had been involved with Apple since the iPod and, for too long, relied on those licensing dollars for the bulk of its profit.

It’s likely then that, if Imagination survives, you’ll see PowerVR go from a premium brand to one attached to $ 50 and $ 100 devices. The company will also serve as a reminder that, if you get too deeply involved with Apple, there’s always the risk that the party will end.

Source: Imagination Technologies

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