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Apple is reportedly partnering with Valve, the company behind Steam, to develop its first augmented reality headset. Valve already offers a virtual reality headset of its own for gaming. But its work with Apple is said to be focused on AR, which Cupertino thinks will play an increasingly important role in the future.

In the month leading up to the launch of Apple TV+, Apple spent $19.9 million on worldwide TV ads advertising its new streaming service.

While that’s definitely a big number, however, it’s only half (or just over) the $38.6 million Apple spent on iPhone ads during the same month.

Adobe’s Photoshop is now available in the App Store, ready for you to try. You have to sign up for a $10 monthly subscription, even just to test it out, but there’s a one-month free trial included in the sub. With that out of the way, how is it? Extremely limited, but very promising.

If you’re familiar with Photoshop on the Mac or PC, then you will feel immediately at home. You will also feel immediately frustrated, because the app does almost nothing. We learned earlier this month that Photoshop for iOS would offer a cut-down feature set compared to the full desktop version. Still, this app is so basic that — if you want to actually get any work done — you should grab something like Affinity Photo instead.

But as an example of an iPad app, Photoshop is stellar. It’s easy to use, and yet most of the basics are there. And there’s a new UI innovation, called the Touch Shortcut, that should be in every app. Let’s take a look.

This week we spend all our time on the Mac. Content blocker 1Blocker has a whole new look — and a new subscription model. BlackHole replaces the venerable SoundFlower on newer Macs, and ToothFairy puts your AirPods Pro in the Mac’s menu bar.

With AirPods Pro, Apple makes us oddly happy about shelling out for an upgrade. In fact, the new high-end wireless earbuds feel like a steal at $250. You might even say they’re fandabbydosey. (Our fearless leader Leander did. In fact, he can’t stop raving about AirPods Pro.)

Immerse yourself in our reviews and early impressions of one the most exciting Apple products in recent memory in this week’s Cult of Mac Magazine. We also packed the issue full of how-tos for AirPods Pro and other Apple products. Plus, you’ll get the latest Apple news (including the lowdown on the just-launched Apple TV+ streaming service).

Get the iOS mag free from the App Store. And don’t forget to enter our latest, greatest giveaway. Enter to win an iPhone 11, AirPods and a custom Belkin charging pad.

Apple requested exemptions for the import taxes it must pay when bringing many of its products from China. Currently, the Trump administration levies these on Apple Watch, AirPods, iMac and more.

These tariffs went into place in September as Apple got caught up in President Donald Trump’s trade war with China.

Huawei has often been guilty of introducing products “inspired” by Apple designers, and it’s apparently doing so again with an upcoming tablet. Leaked images of the Huawei MatePad Pro show it looks almost exactly like an iPad Pro. Even the name is copied.

Lusting after Apple’s brilliant new AirPods Pro? Sell your old ones to Cult of Mac today and that sweet, sweet upgrade will be more affordable than you think.

We buy original and second-generation AirPods and make the whole process quick and easy. We also cough up real cash, so you can spend it anywhere you like.

Adobe’s massive catalog of fonts is now available on iOS for the first time. You can use them inside any app that supports custom font APIs — so long as you’re running iOS 13.1.

Get started by downloading the Creative Cloud app today.

Two just-released Apple Arcade titles demonstrate the wide variety offerings in this gaming service. The Mosaic is about escaping the dreadful loneliness of modern life, while Monomals features silly animal DJs having a music contest.

Apple also added three other titles to its service, two of which are platformers.

Question: How do you get billboards for a new product up as quickly as possible after launch, without spoiling Apple’s perfectly orchestrated unveiling? Answer: You put up the billboard, then add the product afterward.

If that sounds like way too much effort, we’re guessing you won’t be hearing back from Apple about your marketing job application anytime soon.

Google has confirmed plans to buy Fitbit as it looks to step up its fight against Apple Watch. The deal, worth approximately $2.1 billion, will bring new Made by Google wearables to market.

“Together, we aim to spur innovation in wearables and build helpful products to benefit more people around the world,” Google said.

Apple TV+ launched this morning. Costing $4.99 per month (or free to anyone who buys a new iPhone, iPad, Apple TV or Mac), the subscription service brings Apple’s eagerly anticipated original TV shows to anyone who wants to watch them.

But what exactly does the service feature so far? And what’s the timeline for the release of Apple’s other shows? Check out our rundown.

Mario Kart Tour on mobile will finally get its much-anticipated multiplayer mode next month. It will initially arrive in beta, giving players the opportunity to compete online for the first time.

But there’s a catch. You can’t enjoy the beta unless you’re coughing up for the game’s Gold Pass.

This week on The CultCast: AirPod Pros! You want them, we got them. We’ll tell you what’s new, what’s good, what’s not, and how they compare to the regular AirPods. We’ve got lots to say…. Plus: The first Apple TV+ reviews are trickling in, and, well … they’re not great.

Our thanks to Belkin for supporting this episode. Belkin cables are built to last and supported with a five-year warranty. If you’re tired of broken, burned-out cables, switch to Belkin, and save 30% off your order with code CultCast at checkout.

Apple has upgraded five executives to Vice President status. This includes one returning early iPhone executive, a report from Bloomberg notes.

Paul Meade is the new VP of hardware engineering, Jon Andrews is now VP of software engineering, Gary Geaves is VP of acoustics, and Kaiann Drance is VP of marketing. Apple has also brought back Bob Borchers, who has been named VP of product marketing.

Everyone who was busy ogling the “cheesegrater” design of the 2019 Mac Pro can be forgiven for not paying attention to the keyboard. But Apple is prepping multiple keyboards that match the silver-and-black look of this powerful desktop.

An image of one of these not publicly seen before has come to light.

Apple’s two largest competitors enjoyed growth in smartphone sales last quarter, with both Samsung and Huawei up. iPhone sales dropped, however.

The market analysts at Canalys credited the decline to weak demand for the 2018 iPhone models as customers anticipated Apple’s 2019 offerings.

Just in time for Halloween, Apple TV+ is serving up two new teasers of its mysterious new series called Servant.

Created by M. Night Shyamalan, Servant follows a married couple who cope with the loss of their child by buying a therapy doll. Details on the show are being kept under wraps, including Rupert Grint’s enigmatic character Julian Pierce. Judging from the trailers and teasers we’ve seen so far though, a lot of weird stuff is about to go down.

This series looks creepy asf:

Despite being named Donald Trump’s cybersecurity expert in 2017, Rudy Giuliani is so clueless about tech, he had to go to the Apple Store genius bar for help unlocking his iPhone.

Leaked internal documents from Apple reveal that just a few weeks after being tapped as Trump’s top cyber guy, Giuliani waited in front of a San Francisco Apple store with a very pressing issue: he had forgotten his passcode and couldn’t unlock his iPhone.

Now that the iPhone 11 line brings an ultra-wide camera to the bump, there is some question on what to do with an extra-wide lens attachment you may have purchased from brands like Moment, Sandmarc or olloclip.

The short answer: Use it. For now, it’s the better option.

Newly leaked screenshots depict an updated AirTags section in the “Find My” app. Although they are referred to by their codename “B389,” the screenshots show how AirTags findability will work.

AirPods are the rumored item tracker tags which promise to help users to locate bags, keys, and assorted other valuables.

There are plenty of reasons to be enthusiastic about Apple’s massive earnings call yesterday. One analyst who’s not happy, however, is Barclays analyst Tim Long. In a note to clients, Long writes that Apple average selling price for iPhones may be slipping.

Apple stopped reporting unit sales for the iPhone last year. Instead, it focused on ramping up the average price it sells each iPhone for. Perhaps not enough, though.

Apple TV+’s post-apocalyptic fantasy show See seems like Apple’s attempt to tap into the fandom of Game of Thrones (or, at least, the seasons up until the last two when everyone loved it.) Jason Momoa starred in both shows. His pick for a personal favorite? See. Here’s why.

Most of us lovingly look after our newest Apple devices to ensure they last as long as possible. iFixit pulls them apart in the name of science. Its latest teardown victim? AirPods Pro.

You won’t be shocked to find that there’s loads of tiny tech inside Apple’s newest earbuds. But you might be surprised to see how different they are to regular AirPods on the inside.