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Alarmed by a share slump that's erased more than $640 billion in market value this year and frustrated with delays in rolling out AI features, investors are calling for Apple to break with long-standing traditions to make a big acquisition and more aggressively pursue talent.
'Historically Apple does not do big mergers and acquisitions,' said Citigroup Inc. analyst Atif Malik, noting that the last major deal was its takeover of Beats in 2014. But, he argues, 'investors would turn more positive if Apple could acquire or invest a meaningful stake in an established AI provider.'
Apple shares have fallen 16% this year while traders bid up the shares of peers like Meta Platforms Inc., which is spending lavishly on AI. While Apple faces other problems, including its exposure to tariffs and regulatory issues, disappointment in bringing compelling AI features to its vast ecosystem of devices has become top of mind for investors.
Apple didn't respond to a request for comment. The stock fell 1.3% on Monday.
The company has long shunned acquisitions in favor of building its own products. The largest acquisition in Apple's history was a $3 billion deal for headphone maker Beats more than a decade ago.
There are signs that Apple may be warming up to such a move. Bloomberg News reported last month that executives have held internal talks about making an offer for AI startup Perplexity AI, which would add talent and help Apple develop an AI-based search engine. The startup recently completed an investment round that valued it at $14 billion.
Dan Ives, an analyst at Wedbush who is a long-time Apple bull, called buying Perplexity a 'no brainer,' and said even if Apple paid $30 billion, that sum would be 'a drop in the bucket relative to the monetization opportunity Apple can achieve on AI.'
Since unveiling its AI vision more than a year ago, Apple's roll outs of new features have underwhelmed, such as those unveiled at its Worldwide Developers Conference last month. The company has reportedly considered using AI tech from outside companies, rather than in-house models, to power a new version of its Siri digital assistant.
Kevin Cook, a senior stock strategist at Zacks Investment Research, wants Apple to be more like Meta when it comes to hiring AI experts but stops short of calling for more dramatic changes, saying that concerns about its AI shortfalls are overblown.
'A refocus on AI talent is what's needed,' said Cook. 'Apple certainly has challenges, but this isn't like Google, which could more easily have been usurped by competitors if it fell behind,' he said.
Meta Chief Executive Officer Mark Zuckerberg has spared no expense in pursuing his AI ambitions. The Facebook owner recently lured an engineer that ran Apple's AI models team with a pay package in the hundreds of millions of dollars over a several year period and Apple didn't try to match the offer, Bloomberg News reported last week. That followed Meta's deal to invest $14.3 billion in Scale AI last month.
Of course, Apple has plenty of resources at its disposal to make similar moves. The company had cash and marketable securities of $133 billion at the end of March, nearly twice the cash on Meta's balance sheet.
There have been some notable changes at Apple recently. Chief Operating Officer Jeff Williams is retiring after a decade in that role. And Luca Maestri, Apple's longtime chief financial officer, stepped down last year.
Over the weekend Bloomberg News reported that chief executive officer Tim Cook will stay put, though the company is preparing for a broad management shake-up.
Analysts at LightShed Partners say a shake up is 'exactly what Apple needs right now,' even if that means Cook is replaced as CEO. 'Missing on AI could fundamentally alter the company's long-term trajectory and ability to grow at all,' Walter Piecyk and Joe Galone wrote in a note to clients on July 9.
While not calling for a change in leadership at the top, Paul Meeks, senior analyst and managing director at Water Tower Research, agrees that the iPhone maker needs to do 'something bold.'
'A significant deal would not only help them in AI, but show it is committed to a culture change and course correction. It can't do AI on its own,' he said.
Tech Chart of the Day
Bloomberg's Magnificent 7 index has rallied nearly 40% from an April low, lifted by performances from some of its components like Nvidia Corp., Meta Platforms Inc. and Microsoft Corp. The equal-weighted gauge of the stocks, which also includes Apple Inc., Alphabet Inc., Amazon.com Inc. and Tesla Inc., is inching toward an all time high set in December last year.
Top Tech Stories
Synopsys Inc. has won Chinese approval for a $35 billion buyout of Ansys Inc., clearing a key remaining hurdle for a deal to shore up the US firm's dominance of chip-design software.
Tesla Inc. plans to poll shareholders on whether to invest in xAI, Elon Musk said after the Wall Street Journal reported SpaceX was prepared to funnel $2 billion into the Grok chatbot developer.
LG Electronics Inc. shares advanced in Seoul after a local media report that the company is developing cutting-edge tools for making the memory chips that work alongside AI processors designed by Nvidia Corp. and others.
The departure of Apple's chief operating officer is just the beginning of a broader management overhaul — though Tim Cook is staying put for the foreseeable future.
Amazon.com Inc.'s Prime Day sale helped boost online spending across all retailers in the US by 30.3% to $24.1 billion, according to Adobe Inc., topping its estimate for 28.4% growth for the period ending July 11.
Earnings Due Monday
No major earnings expected
--With assistance from Subrat Patnaik.
(Updates to market open)
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To choose a different action for the Action button, go to Settings > Action Button. Swipe sideways to select and activate one of the available actions. For the Controls, Shortcut and Accessibility options, tap the Choose button to pick which specific action to run. iOS 18 now lets you program the Action Button with your favorite Control Center control. Screenshots by Jeff Carlson/CNET Give your home screen a radical new look You wouldn't think that putting icons where you want is a radical new feature, but that's because iOS has always had a locked arrangement. Apps get added from top to bottom, left to right. You could rearrange the order in which icons appear and move them to other screens, but that was about it. In iOS 18, apps can be positioned nearly anywhere. You no longer need to deal with a wallpaper image of your kids or pets being obscured by icons. They still adhere to a grid -- Apple isn't about to sanction anarchy -- but can be placed freely. Also, Dark mode finally applies to all of the iPhone's home screen, with options for coloring icons and affecting the brightness of the wallpaper image. Here's how to customize the looks. Arrange apps: Touch and hold the home screen to enter "jiggle mode," and then drag the icons to new positions. It will still slide them around to fill spaces, but with patience, you can move them into the spots you want. Position app icons where you want so this very good girl isn't covered. Screenshots by Jeff Carlson/CNET You can also quickly turn compatible apps into widgets that display more information. Maps, for instance, can be a map of your current location with shortcut buttons to search for places or bring up a list of nearby places (such as dinner spots). Touch and hold the app icon and look for a row of resize buttons in the menu that appears. Once expanded beyond the standard icon size, you can drag the handle in the bottom-right corner of the new icon. To get it back to its single icon size you need to touch and hold again and choose the single-icon button Some apps can be expanded into larger icons that act like widgets. Screenshots by Jeff Carlson/CNET Set Dark mode: If you've ever subjected yourself to the retina blast of black text on a white background late at night in a darkened room, you will appreciate the new Dark mode option for the home and lock screens. iOS has previously included a Dark mode, where light backgrounds switch to black or dark gray, text switches to white or light gray and other interface elements are dimmed to coexist in a dark environment. That's never been applied to the home and lock screens in any significant way -- only the dock and some widgets -- until iOS 18. First, touch and hold the home screen to enter jiggle mode. Tap the Edit button in the top-left corner and choose Customize from the menu. At the bottom of the screen, choose a mode for the icons and background: Automatic, Dark or Light (I'll get to Tinted in a moment). In Dark mode, the icons gain black backgrounds, and folders and the Dock become dark gray. (Developers have the option of making Dark mode icons for their apps. In the meantime, apps not yet optimized get a generally darker appearance.) In the home screen's Dark mode, icons and the background are given a darker treatment. Screenshots by Jeff Carlson/CNET In Dark mode, the background image also changes. Apple's default iOS 18 wallpaper dynamically changes from light to dark as the day progresses, or you can choose colors that offer a light and dark option. If you use a photo, its overall exposure is reduced to dim the light output. If you want dark icons but aren't a fan of the dimmed photo treatment, tap the sun icon in the corner of the options sheet at the bottom of the screen to toggle back to Light mode just for the background. 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Open the Customize options as described above and tap the Large button. Make the home screen icons larger and hide the app labels. Screenshots by Jeff Carlson/CNET After making any of these changes, tap anywhere on the screen to apply them and exit the Customize interface. Change up how the Control Center looks Control Center was once a convenient place to quickly access controls such as playback volume and Airplane mode but under iOS 18 it's a configurable playground. You can position controls where you want, resize many to reveal more information and add new controls on multiple screens. Swipe down from the top-right corner to reveal the Control Center (or swipe up from the bottom on the iPhone SE). To enter edit mode, touch and hold or press the + button at the top-left corner. Just as with moving apps, drag a control to another slot on the screen to reposition it. Many of the controls also include a bottom-right handle that can resize the control -- in most cases, it reveals the name of the control and its current status (such as Flashlight Off). Rearrange the controls in Control Center and, for some, expand them to reveal more information (or just make the button a larger target for pressing). Screenshots by Jeff Carlson/CNET Control Center also now spans multiple screens. Swipe up to view controls for media currently playing, Home controls for smart lights and appliances and a page dedicated to the communication options that appear when you long-press the Connectivity block containing Airplane Mode, Wi-Fi, Bluetooth, Cellular and others. Look closely and you'll see that those screens are actually individual controls expanded to occupy the entire Control Center area. You can rearrange the order of those screens by moving their controls. Suppose you want Home controls to be the first swipe instead of Now Playing: In the editing mode, drag the large Home control up to the previous screen (Now Playing will shift to the right to make room). Some controls get their own screens, such as Home. Normally it's on the third screen, but here it's been moved to the second screen. Screenshots by Jeff Carlson/CNET To remove controls, tap the – (minus) button that appears. You can also add other controls: Tap Add a Control and scroll through the available options ranging from starting a Screen Recording to a host of accessibility options. Read more: All the new controls you can add to Control Center Lock or hide any of your sensitive apps Our phones carry some of our most sensitive data and yet it's not uncommon to hand a phone to a friend to view photos or look up something online. That doesn't mean they're going to snoop but it doesn't not mean they might be more curious than you're comfortable with. 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Nothing outwardly indicates that an app is locked -- you'll find out when you try to open it. There's one more level of app security available, which is to hide apps in a special locked folder. Touch and hold the app and choose Require Face ID and then tap Hide and Require Face ID in the dialog. Confirm the action by tapping Hide App on the next screen. The app disappears from the home screen and gets slotted into a Hidden folder at the bottom of the App Library (swipe left beyond your last home screen to view the App Library). To access apps there, tap the Hidden folder and authenticate with Face ID. When you choose Hide and Require Face ID to protect an app, it gets put into the Hidden folder in App Library (top). Tap the folder and authenticate to access the app (bottom). Screenshots by Jeff Carlson/CNET iOS 18 imposes some limitations on hidden apps. Some, such as many of the built-in ones like Notes or Reminders, can only be locked and cannot be hidden at all. Also, the Hidden folder locks itself when you launch an app or swipe away from the App Library. Turn off Loop Videos in the Photos app Many apps have implemented a small but annoying (to me) feature, and now Photos under iOS 18.2 has it too: Videos automatically replay when you watch them until you tap the Pause button. That can be fun once or twice, or when viewing short clips. I'm not a fan of having to take action to make them stop each time. Now I can take action once. Go to Settings > Photos, scroll down until you see Loop Videos and turn the option off. A video will play on its own but then stop at the end as it should. Turn off Loop Videos to stop every video from replaying automatically. Screenshots by Jeff Carlson/CNET If you'd rather the video didn't play at all until you tap the Play button, also turn off Auto-Play Motion in the same Settings screen. Adjust the view of your calendar Big new features like locking and hiding apps are great additions but so are the tiny changes that you encounter every day. The Calendar app includes two new ways to view your schedule. In iOS 18, when you're in the Month view in portrait orientation, pinch with two fingers to view more or fewer details. As you "zoom in," individual events appear as colored bars and then as labeled events with times, all while keeping the monthly grid of days and weeks. In the Calendar app's Month view, pinch to zoom in and see more details. Screenshots by Jeff Carlson/CNET The Day view, which breaks down your day hour by hour, now has a new Multi Day view that shows two consecutive days to give you context for what's coming without turning the phone into landscape orientation and viewing the Week view. Tap the View button at the top of the Single Day view and choose Multi Day from the popup menu. The new Multi Day view in the Calendar shows two days at once (right). Screenshots by Jeff Carlson/CNET Improve movie and TV show dialogue in the TV app Trouble hearing dialogue in movies and television shows isn't a new problem -- for example, the Apple TV has had a feature for a while where you can ask Siri, "What did she say?" and it will automatically back up a few seconds, turn on subtitles and replay that section of the video. You can even buy soundbars that can overcome muffled TV speech. There are a lot of reasons it's harder to hear dialogue but the TV app in iOS 18 includes a high-tech workaround to make dialog easier to discern. While you're watching a video in the TV app, tap the More (…) button and then expand the Audio heading in the menu that appears; if the phone is in horizontal orientation, tap the Audio Adjustments button. Tap Enhance Dialogue and choose Enhance or Boost. They each dampen background noise and raise the dialogue's audio. Turn on Enhance Dialogue in the TV app to discern characters' speech better in noisy scenes. Screenshot by Jeff Carlson/CNET These are just a few new features and changes in iOS 18. Check out our broader coverage of Apple Intelligence, more impressions of the system after using it for months and how these all work together with the iPhone 16 models.
