Latest news with #Joz
Scottish Sun
a day ago
- Scottish Sun
Apple boss shares way to skip infuriating call centre ‘hold', summer holiday iPhone hack & free car upgrade for millions
Click to share on X/Twitter (Opens in new window) Click to share on Facebook (Opens in new window) A TOP Apple executive has revealed the best new tricks coming to your phone later this year – and there's a bonus upgrade for drivers too. In a UK-exclusive chat with The Sun, Apple's Greg Joswiak revealed a clever way to avoid being stuck on hold, an essential summer holiday hack, and a 'once-in-a-decade' change to the iPhone. Sign up for Scottish Sun newsletter Sign up 23 The Sun's tech editor Sean Keach sat down with top Apple exec Greg Joswiak in Cupertino, California Credit: The Sun 23 Greg revealed future AI plans, new free features coming to your iPhone soon, and a major upgrade for millions of drivers Credit: The Sun I sat down with 'Joz' at Apple Park in California this week to find out what's next for your iPhone, and whether the tech giant is 'late to AI'. The company dished out a dizzying array of updates at its WWDC event earlier in the week, many of which were powered by AI. Apple is locked in a gadget arms race with the likes of Google and Amazon – but Joz reckons Apple's strategy isn't 'late'. It's just different. 'Our strategy really is a bit different than what some other are doing,' Joz told us. He's one of Apple's most senior leaders, in charge of global marketing and reporting directly to company chief Tim Cook. 'We didn't want to create yet another chatbot. There's brilliant ones that are out there already – they do an amazing job.' SMARTER PHONE Joz explained that the whole point is that the apps and systems work better without gadget owners 'even always knowing that they're going to Apple Intelligence'. Apple Intelligence debuted last year, adding the ability to create your own custom emoji, get help rewriting text, and generate images from scratch. Some of the showy AI-supercharged Siri upgrades that were promised still haven't arrived yet – but a lot of the best AI tricks are meant to just quietly work without you noticing. Joz gives the example of Hold Assist and Call Screening – two of the blockbuster features coming to your iPhone later this year, likely September. Hold Assist is a robot that holds on a call centre line so you don't have to. Apples's big announcements from WWDC with a flurry new features for the gadgets you already own And once a human finally picks up, you'll be alerted and can join the call – dodging the misery of call centre hold music. Call Screening is a similar AI feature that uses a robot to vet your calls. So when a stranger rings you, the robot will gather info and then share it with you. It'll ask the caller for their name and why they're calling – and then type the answer out on screen. 23 Your iPhone will soon be able to "hold" for you – freeing you up to live your life Credit: Apple 'Those are great examples of how Intelligence can help the features without you necessarily knowing you're using intelligence, right?,' Joz said. 'And again, you didn't have to go on an Apple Intelligence app to make that happen. 'It's just the experience is better.' He went on: 'We can recognise: we know you're on hold music. Do you want us to help you here? 'We can put you on hold and we can take care of it from there.' These tricks are coming in the iOS 26 update later this year. It's a free upgrade that'll roll out to millions of iPhone models. And not only are they handy tricks to avoid a nuisance, Call Screening might even save you from a costly nightmare. 23 Call Screening means you don't have to pick up the phone to spammers – or worse, scammers Credit: Apple 23 Joz said that Call Screening is an "effective" feature that you might not even realise uses AI Credit: The Sun 'In its most ideal state, keeping you from getting scammed is a good thing,' Joz said. 'But we all get spam, whether it's in our messages or our phone calls. And we're always looking for ways to deal with this. 'And here's yet another one – and hopefully a pretty effective one.' Joz also points out that the current line-up of AI tricks is just the beginning. Apple rarely talks about the future – but Joz teased plans to introduce significant AI upgrades for years to come. 'This isn't something that we do for one, two, three years,' he told us. 'This is the kind of thing we'll be working on for a decade, or decades, right? We're working on this for a long time because it's incredibly powerful stuff.' TALK TO ME! One of the headline new features is the roll-out of Live Translation. 23 The Sun's tech editor was able to test the Live Translation feature in Messages Credit: The Sun 23 It can automatically translate conversations with you – eliminating language barriers entirely Credit: The Sun This lets you understand and even speak in foreign languages live during conversations. It's available inside the Translate app, but will also work across text conversations in Messages, FaceTime, and even phone calls. It all happens in real-time, so you can have a natural conversation even if you don't speak the same language as the person you're chatting with. 'I'm especially looking forward to using it when I travel. 23 Live Translate will also work over FaceTime video calls Credit: Apple 23 You'll be able to use Live Translate on regular phone calls too Credit: Apple 'We've all found ourselves in a situation where we're in a different country, and we're running into somebody who doesn't speak to the same language.' Joz added: 'We can all think of times that we could have used something like that. 'And now you have it and it's, again, very simple to use.' FRESH APPLE The new updates don't just add AI tricks, though. Apple has also announced a brand new redesign for how the software on its gadgets looks. IOS 26 SUPPORTED DEVICES – THE FULL LIST Here are the iOS 26 supported devices... iPhone 16e iPhone 16 iPhone 16 Plus iPhone 16 Pro iPhone 16 Pro Max iPhone 15 iPhone 15 Plus iPhone 15 Pro iPhone 15 Pro Max iPhone 14 iPhone 14 Plus iPhone 14 Pro iPhone 14 Pro Max iPhone 13 iPhone 13 mini iPhone 13 Pro iPhone 13 Pro Max iPhone 12 iPhone 12 mini iPhone 12 Pro iPhone 12 Pro Max iPhone 11 iPhone 11 Pro iPhone 11 Pro Max iPhone SE (3rd gen) iPhone SE (2nd gen) Picture Credit: Apple 23 Greg said this latest redesign is even bigger than the iOS 7 makeover back in 2013 Credit: The Sun The makeover is called Liquid Glass and, as the name suggests, looks very glassy. Senior Apple execs say the new icons and animations are so technically demanding, they wouldn't have been possible until recently. 'You're seeing content beneath this glass, this translucent glass, which reflects the light. All that is happening with no latency in real time,' Joz said. 'This is a big thing to do, right? 23 iOS 26 introduces a glassy new look for the iPhone Credit: Apple 'And so it's not the kind of thing you want to do too often, right? 'It's kind of an opportunity that comes around every decade or so. The last time we did this was 2013, so 12 years ago with iOS 7.' He added: 'This one is, in a lot of ways, even more ambitious. Joz explained that iOS 7 was just about improving the design for iPhone. 23 It totally changes how buttons, icons, and apps appear Credit: Apple 23 The new Liquid Glass aesthetic is rolling out across Apple's entire line-up of gadgets Credit: Apple But this revamp works to 'commonise' the look across almost all of Apple's gadgets. 'They do come from one company and one design time. It should feel that way, right? 'And it should feel more comfortable as you're using them or moving across our products.' ON THE ROAD Of course it's not just iPhones, iPads, and Macs getting upgraded – but your car too. 23 Apple CarPlay is also getting a Liquid Glass makeover Credit: Apple 23 The new CarPlay adds Message Tapbacks so you can quickly react to texts with an emoji Credit: Apple Apple is the tech titan behind CarPlay, the software that's now supported by almost every new car. CarPlay launched back in 2014, and uses your iPhone to offer an infotainment system on your car's screen. It can happen via a cable or even wirelessly, and gives you access to your apps, music, contacts and much more. 'It's a sigh of relief when you get in the car and you say: 'Oh my goodness, it has CarPlay. 23 CarPlay works using your iPhone – so the new features are coming as part of iOS 26 Credit: Apple 'You know automatically how to use everything – but it also has your content, which is great. 'You know how to use your maps, you want to listen to your music.' He added: 'Many people are like you – they wouldn't be a car without CarPlay.' CarPlay is extremely popular. 23 You'll be able to add widgets to your CarPlay screen for the first time Credit: Apple 23 CarPlay will also support a special Liquid Glass Dark Mode Credit: Apple Joz noted that CarPlay is used a staggering 600 million times a day around the world. 'It is by far the most popular phone projection system in a car,' Joz said. 'We worked very hard to minimise glance time and to make sure that you didn't have to take your eyes off the road for longer than a couple seconds to get something done. 'And to be able to do things with your voice as much as possible – and to create a very simple user interface. 'To your point, it has become incredibly important to our users." CarPlay is changing with iOS 26. For a start, it's getting the slick new Liquid Glass look. But you'll be able to use Tapbacks for messages to quickly react, widgets for your screen with important info, and Live Activities (like a sports score). Apple has also just (finally) debuted its next major version of CarPlay: CarPlay Ultra. 23 CarPlay Ultra is a souped-up version of CarPlay that also bundles in your car's instruments and controls Credit: Apple It's now available in new models from British motoring giant Aston Martin, but it's destined for more vehicles in the future too. With CarPlay Ultra, it's not just replacing your infotainment screen, but much more. 'We're also bringing out that next generation of CarPlay, which we just brought out for the first time about a month ago,' Joz told The Sun. 'CarPlay is this beautiful ability to use the features of your phone. 23 You can customise the look of your instrument panel in CarPlay Credit: Apple 23 British motoring giant Aston Martin is the first carmaker to roll out CarPlay Ultra Credit: Aston Martin 'We wanted to have an experience with CarPlay Ultra that allows you – through that same interface that you can control your phone – to also control the aspects of your car 'Whether it's the seat heaters or the heating system in general, or even the car radio. 'Things that are outside of normal iPhone capabilities. To control these with CarPlay Ultra. 'We're very happy with the initial rollout of that. Some of the first vehicles started coming out last month. There's plenty more brands working on it.' WHO IS APPLE'S 'JOZ'? Here's Apple's official bio for Joz... "Greg 'Joz' Joswiak is Apple's senior vice president of Worldwide Marketing, reporting to CEO Tim Cook," Apple writes. "Since joining Apple in June 1986, Joz has played a pivotal role in developing and launching some of the world's most beloved consumer products, including the original iPod and iPhone. "Joz began his career at Apple working on the early Macintosh computers and supporting the Mac's community of third-party developers. "Joz has over 30 years of marketing and management experience at Apple, most recently as the vice president of Apple Product Marketing where he managed the product marketing and product management teams responsible for Apple's entire product lineup. "Joz graduated with a Bachelor of Science in Computer Engineering from the University of Michigan in 1986." Picture Credit: Apple ONE MORE THING The list of new features announced at Apple's WWDC event this week was enormous. So I asked Joz what he thinks people might have missed. And he gave a special shout-out to a long-demanded iPad change – a good reminder that it's not just iPhone owners getting free upgrades. 'People were very excited about us being able to bring a new windowing system to iPadOS,' Joz said. 23 There's a brand new look for iPad too – bringing new window management in iPadOS 26 Credit: Apple 'And again, doing it in an Apple sort of way. 'Which is: look, if you love the simple experience that your iPad has today and you want to continue with that, then great. 'But if you want to take it further and be able to use multiple windows and menus and all the things that come with that, then we enabled that in a very simple way for iPad users as well. Apple is expected to roll out its new software upgrades later this year – this usually happens in September. 23 Joz has decades of experience at Apple, and is one of company chief Tim Cook's most trusted advisors Credit: The Sun But we'd expect to see a public beta test version before then that you'll be able to download and try out before the full release. So Apple fans, get those gadgets ready.
The Irish Sun
a day ago
- The Irish Sun
Apple boss shares way to skip infuriating call centre ‘hold', summer holiday iPhone hack & free car upgrade for millions
A TOP Apple executive has revealed the best new tricks coming to your phone later this year – and there's a bonus upgrade for drivers too. In a UK-exclusive chat with The Sun, Apple's Greg Joswiak revealed a clever way to avoid being stuck on hold, an essential summer holiday hack, and a 'once-in-a-decade' change to the 23 The Sun's tech editor Sean Keach sat down with top Apple exec Greg Joswiak in Cupertino, California Credit: The Sun 23 Greg revealed future AI plans, new free features coming to your iPhone soon, and a major upgrade for millions of drivers Credit: The Sun I sat down with 'Joz' at Apple Park in California this week to find out what's next for your iPhone, and whether the tech giant is 'late to AI'. The company dished out Apple is locked in a gadget arms race with the likes of Google and Amazon – but Joz reckons Apple's strategy isn't 'late'. It's just different. 'Our strategy really is a bit different than what some other are doing,' Joz told us. He's one of Apple's most senior leaders, in charge of global marketing and reporting directly to company chief Read more on iPhone 'We didn't want to create yet another chatbot. There's brilliant ones that are out there already – they do an amazing job.' SMARTER PHONE Joz explained that the whole point is that the apps and systems work better without gadget owners 'even always knowing that they're going to Apple Intelligence debuted last year, adding the ability to create your own custom emoji, get help rewriting text, and generate images from scratch. Some of the showy AI-supercharged Siri upgrades that were promised still haven't arrived yet – but a lot of the best AI tricks are meant to just quietly work without you noticing. Most read in Tech Joz gives the example of Hold Assist and Call Screening – two of the blockbuster features coming to your iPhone later this year, likely September. Apples's big announcements from WWDC with a flurry new features for the gadgets you already own And once a human finally picks up, you'll be alerted and can join the call – dodging the misery of call centre hold music. So when a stranger rings you, the robot will gather info and then share it with you. It'll ask the caller for their name and why they're calling – and then type the answer out on screen. 23 Your iPhone will soon be able to "hold" for you – freeing you up to live your life Credit: Apple 'Those are great examples of how Intelligence can help the features without you necessarily knowing you're using intelligence, right?,' Joz said. 'And again, you didn't have to go on an Apple Intelligence app to make that happen. 'It's just the experience is better.' He went on: 'We can recognise: we know you're on hold music. Do you want us to help you here? 'We can put you on hold and we can take care of it from there.' These tricks are coming in the It's a free upgrade that'll roll out to millions of iPhone models . And not only are they handy tricks to avoid a nuisance, Call Screening might even save you from a costly nightmare. 23 Call Screening means you don't have to pick up the phone to spammers – or worse, scammers Credit: Apple 23 Joz said that Call Screening is an "effective" feature that you might not even realise uses AI Credit: The Sun 'In its most ideal state, keeping you from getting scammed is a good thing,' Joz said. 'But we all get spam, whether it's in our messages or our phone calls. And we're always looking for ways to deal with this. 'And here's yet another one – and hopefully a pretty effective one.' Joz also points out that the current line-up of AI tricks is just the beginning. Apple rarely talks about the future – but Joz teased plans to introduce significant AI upgrades for years to come. 'This isn't something that we do for one, two, three years,' he told us. 'This is the kind of thing we'll be working on for a decade, or decades, right? We're working on this for a long time because it's incredibly powerful stuff.' TALK TO ME! One of the headline new features is the roll-out of 23 The Sun's tech editor was able to test the Live Translation feature in Messages Credit: The Sun 23 It can automatically translate conversations with you – eliminating language barriers entirely Credit: The Sun This lets you understand and even speak in foreign languages live during conversations. It's available inside the Translate app, but will also work across text conversations in Messages, FaceTime, and even phone calls. It all happens in real-time, so you can have a natural conversation even if you don't speak the same language as the person you're chatting with. 'I'm especially looking forward to using it when I travel. 23 Live Translate will also work over FaceTime video calls Credit: Apple 23 You'll be able to use Live Translate on regular phone calls too Credit: Apple 'We've all found ourselves in a situation where we're in a different country, and we're running into somebody who doesn't speak to the same language.' Joz added: 'We can all think of times that we could have used something like that. 'And now you have it and it's, again, very simple to use.' FRESH APPLE The new updates don't just add AI tricks, though. Apple has also announced a brand new redesign for how the software on its gadgets looks. IOS 26 SUPPORTED DEVICES – THE FULL LIST Here are the iPhone 16e iPhone 16 iPhone 16 Plus iPhone 16 Pro iPhone 16 Pro Max iPhone 15 iPhone 15 Plus iPhone 15 Pro iPhone 15 Pro Max iPhone 14 iPhone 14 Plus iPhone 14 Pro iPhone 14 Pro Max iPhone 13 iPhone 13 mini iPhone 13 Pro iPhone 13 Pro Max iPhone 12 iPhone 12 mini iPhone 12 Pro iPhone 12 Pro Max iPhone 11 iPhone 11 Pro iPhone 11 Pro Max iPhone SE (3rd gen) iPhone SE (2nd gen) Picture Credit: Apple 23 Greg said this latest redesign is even bigger than the iOS 7 makeover back in 2013 Credit: The Sun The makeover is called Liquid Glass and, as the name suggests, looks very glassy. Senior Apple execs say the new icons and animations are so technically demanding, they wouldn't have been possible until recently. 'You're seeing content beneath this glass, this translucent glass, which reflects the light. All that is happening with no latency in real time,' Joz said. 'This is a big thing to do, right? 23 iOS 26 introduces a glassy new look for the iPhone Credit: Apple 'And so it's not the kind of thing you want to do too often, right? 'It's kind of an opportunity that comes around every decade or so. The last time we did this was 2013, so 12 years ago with iOS 7.' He added: 'This one is, in a lot of ways, even more ambitious. Joz explained that iOS 7 was just about improving the design for iPhone. 23 It totally changes how buttons, icons, and apps appear Credit: Apple 23 The new Liquid Glass aesthetic is rolling out across Apple's entire line-up of gadgets Credit: Apple But this revamp works to 'commonise' the look across almost all of Apple's gadgets. 'They do come from one company and one design time. It should feel that way, right? 'And it should feel more comfortable as you're using them or moving across our products.' ON THE ROAD Of course it's not just iPhones, iPads, and Macs getting upgraded – but your car too. 23 Apple CarPlay is also getting a Liquid Glass makeover Credit: Apple 23 The new CarPlay adds Message Tapbacks so you can quickly react to texts with an emoji Credit: Apple Apple is the tech titan behind CarPlay, the software that's now supported by almost every new car. CarPlay launched back in 2014, and uses your iPhone to offer an infotainment system on your car's screen. It can happen via a cable or even wirelessly, and gives you access to your apps, music, contacts and much more. 'It's a sigh of relief when you get in the car and you say: 'Oh my goodness, it has CarPlay. 23 CarPlay works using your iPhone – so the new features are coming as part of iOS 26 Credit: Apple 'You know automatically how to use everything – but it also has your content, which is great. 'You know how to use your maps, you want to listen to your music.' He added: 'Many people are like you – they wouldn't be a car without CarPlay.' CarPlay is extremely popular. 23 You'll be able to add widgets to your CarPlay screen for the first time Credit: Apple 23 CarPlay will also support a special Liquid Glass Dark Mode Credit: Apple Joz noted that CarPlay is used a staggering 600 million times a day around the world. 'It is by far the most popular phone projection system in a car,' Joz said. 'We worked very hard to minimise glance time and to make sure that you didn't have to take your eyes off the road for longer than a couple seconds to get something done. 'And to be able to do things with your voice as much as possible – and to create a very simple user interface. 'To your point, it has become incredibly important to our users." CarPlay is changing with iOS 26. For a start, it's getting the slick new Liquid Glass look. But you'll be able to use Tapbacks for messages to quickly react, widgets for your screen with important info, and Live Activities (like a sports score). Apple has also just (finally) debuted its next major version of CarPlay: CarPlay Ultra. 23 CarPlay Ultra is a souped-up version of CarPlay that also bundles in your car's instruments and controls Credit: Apple It's now available in new models from British motoring giant Aston Martin, but it's destined for more vehicles in the future too. With CarPlay Ultra, it's not just replacing your infotainment screen, but much more. 'We're also bringing out that next generation of CarPlay, which we just brought out for the first time about a month ago,' Joz told The Sun. 'CarPlay is this beautiful ability to use the features of your phone. 23 You can customise the look of your instrument panel in CarPlay Credit: Apple 23 British motoring giant Aston Martin is the first carmaker to roll out CarPlay Ultra Credit: Aston Martin 'We wanted to have an experience with CarPlay Ultra that allows you – through that same interface that you can control your phone – to also control the aspects of your car 'Whether it's the seat heaters or the heating system in general, or even the car radio. 'Things that are outside of normal iPhone capabilities. To control these with CarPlay Ultra. 'We're very happy with the initial rollout of that. Some of the first vehicles started coming out last month. There's plenty more brands working on it.' WHO IS APPLE'S 'JOZ'? Here's Apple's official bio for Joz... "Greg 'Joz' Joswiak is Apple's senior vice president of Worldwide Marketing, reporting to CEO Tim Cook," Apple writes. "Since joining Apple in June 1986, Joz has played a pivotal role in developing and launching some of the world's most beloved consumer products, including the original iPod and iPhone. "Joz began his career at Apple working on the early Macintosh computers and supporting the Mac's community of third-party developers. "Joz has over 30 years of marketing and management experience at Apple, most recently as the vice president of Apple Product Marketing where he managed the product marketing and product management teams responsible for Apple's entire product lineup. "Joz graduated with a Bachelor of Science in Computer Engineering from the University of Michigan in 1986." Picture Credit: Apple ONE MORE THING The list of new features announced at Apple's WWDC event this week was enormous. So I asked Joz what he thinks people might have missed. And he gave a special shout-out to a long-demanded iPad change – a good reminder that it's not just iPhone owners getting free upgrades. 'People were very excited about us being able to bring a new windowing system to 23 There's a brand new look for iPad too – bringing new window management in iPadOS 26 Credit: Apple 'And again, doing it in an Apple sort of way. 'Which is: look, if you love the simple experience that your iPad has today and you want to continue with that, then great. 'But if you want to take it further and be able to use multiple windows and menus and all the things that come with that, then we enabled that in a very simple way for iPad users as well. Apple is expected to roll out its new software upgrades later this year – this usually happens in September. 23 Joz has decades of experience at Apple, and is one of company chief Tim Cook's most trusted advisors Credit: The Sun But we'd expect to see a public beta test version before then that you'll be able to download and try out before the full release. So Apple fans, get those gadgets ready.
Tom's Guide
2 days ago
- Tom's Guide
Did iPadOS 26 just put Macs on notice? Apple exec says just ‘buy both'
If there's one moment during WWDC 2025 where there was the biggest crowd reaction, it was the introduction of iPadOS 26. Sitting in the audience at Apple's Cupertino headquarters, I couldn't help but notice the audible cheers that accompanied many of the features announced — especially those that blur the line between iPads and Macs. You see, as powerful as the best iPads are in terms of their Apple Silicon, a lot of users have avoided switching from a Mac to an iPad as their primary computer. But with iPadOS 26, a lot of those doubts have been erased. You now get a new windowing system that makes multitasking easier, Mac-like controls for closing and titling windows and even an honest to goodness menu bar. And that's just scratching the surface of what iPadOS can do now. I sat down with Apple's Craig Federighi and Greg Joswiak (Joz) during WWDC to talk about what the new iPadOS 26 means for customers and how they should decide whether to get an iPad or a new MacBook. Spoiler alert: Joz says 'I recommend buying both.' Apple has made a bunch of attempts at multitasking on the iPad, from slide over and split view to Stage Manager, but they've received more criticism than praise. With iPadOS 26, you get a bonafide windowing system that makes working with multiple apps at once a lot easier. The iPad is the ultimate touch device you can hold in your hand. But at the same time, these two products can flex toward each other to a degree. Apps still open in full-screen by default, but there's a little grab bar in the bottom right corner. Swipe it diagonally and you'll be in windowed mode. You can also easily tile windows wherever you want, but Apple still respects that this is a touch-based interface. So you can flick a window to the left or right to have it take up that part of the screen. Get instant access to breaking news, the hottest reviews, great deals and helpful tips. 'I've gotten some questions where people are saying, 'Gosh, did you, you know, the fourth time's the charm,' or something like, sort of, 'Where were you? Were you guys just sort of shooting in the dark?' And actually, this has been what I think of as a thoughtful evolution,' said Federighi. 'You have people hooking iPads up to external displays. You have people, many of us, using cases that are have track pads and keyboards. You have apps where people are doing many more productivity workflows. So iPad has changed. The hardware has changed. The interaction has changed.' And, yes, there are familiar controls for closing apps, maximizing windows and minimizing them — yup, with the three dots. So Apple was happy to borrow UI elements from the Mac to make iPadOS better. 'The iPad is the ultimate touch device you can hold in your hand. But at the same time, these two products can flex toward each other to a degree,' said Federighi. Now that iPadOS has many of the same features as the Mac, including a desktop-like Files app and a File menu, you might be wondering if you should go for an iPad or a new MacBook. And Apple maintains that these two devices remain quite distinct despite the growing similarities. Joz has a simple solution. 'I recommend buying both,' said Joswiak. 'Yeah, not even being facetious. I mean, the reality is, it has always been a little bit of a false trade-off to say it's one or the other. The reality is, it's a small number of people, the overlap [between iPad and Mac] is actually pretty huge. 'I recommend buying both. Yeah, not even being facetious. I mean, the reality is, it has always been a little bit of a false trade-off to say it's one or the other. 'We'd love you to buy both, but that's just the reality. People love to have both. You can use your Apple Pencil and do Procreate and do some incredible things on your iPad and then turn around and export it to the Mac and do some other stuff. They're both incredible tools, and they are very different from each other.' Okay, so what if you don't have a more than, say, $1,500 on a new computing device and you're deciding between a new iPad and a new MacBook? For Federighi, a car vs truck metaphor is an apt way to break down the differences between these two types of devices. The iPad is the sleeker Cooper Mini focused on portability, while the MacBook is the powerhouse F-150 of the two, ready to do heavy-duty tasks. 'I feel like we in the industry talk a lot about this, and customers don't seem to talk about it,' said Federighi. 'They actually seem to know which one they want. And you know it has not been a struggle for most of them.' But I'd argue that the versatility of iPadOS 26 will actually make the iPad vs Mac call a tougher one for shoppers. Not in a bad way, but there's only so many people who can afford both.
