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App store
Nothing makes it onto an Apple App Store without a human looking at it. That takes less time than you might think.
Photo: Apple

How Apple tricks our brains into accepting high prices

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This genius psychological tactic makes Apple's high prices seem totally reasonable.
This genius psychological tactic makes Apple's high prices seem totally reasonable.
Photo: meo/Pexels CC

During the WWDC 2019 keynote, most of Apple’s latest creations drew enthusiastic applause, with one notable exception. The price of Apple’s new Pro Display XDR elicited a somewhat cooler response. But considering just how expensive the monitor is, the fact that it got any applause at all was pretty remarkable.

This is not the first time Apple has had to convince us to pony up for an eye-watering sticker price. Cupertino pulls from a well-established playbook for its keynotes, often employing behavioral science techniques to help soften the blow. (To our brains at least, if not to our wallets).

Is Apple’s modular Mac Pro doomed to flop?

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Mac pro
The new Mac Pro will bring in the bags for Apple.
Photo: Erfon Elijah

Two whole years ago, Apple promised pro users that it would completely revamp the Mac Pro. Apple teased that it’s making a modular system that will have the flexibility professionals need.

With Worldwide Developers Conference 2019 on the horizon, our first glimpse of the modular Mac Pro could be less than two months away, but The CultCast host Erfon Elijah is ready to douse your hopes of getting a new dream machine this year.

In his latest video, Erfon goes over all the reasons why the modular Mac Pro sounds amazing in theory but could be a giant dud. From a design that looks like some IHOP flapjacks to pricing concerns, there’s some good evidence to be skeptical about the new computer, especially when you consider Apple’s recent track record with its “Pro” machines.

Watch Erfon count down the reasons why the next Mac Pro might flop.

Today in Apple history: Mac users can run Windows with Boot Camp

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Boot Camp finally allowed Macs to run Windows with ease.
Boot Camp finally allowed Macs to run Windows with ease.
Photo: Ste Smith/Cult of Mac

April 5: Today in Apple history: Mac users can run Windows with Boot Camp April 5, 2006: Apple introduces the public beta of Boot Camp, software that allows users with an Intel-based Mac to run Windows XP on their machines.

Boot Camp will officially arrive in Mac OS X “Leopard,” which debuts at Apple’s Worldwide Developers Conference a few month later.

Tim Cook is ready to testify in Qualcomm trial

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Tim Cook and Ivanka Trump
We doubt that Tim Cook will look quite so happy on the day.
Safari: Apple

Tim Cook will offer testimony as part of Apple’s legal battle with Qualcomm. Cook will discuss Apple’s business practices, strategy, agreements with cellular network carriers, and more.

He’s not the only senior Apple executive ready to talk, either. Former hardware boss Bob Mansfield, current COO Jeff Williams, SVP of Worldwide Marketing Phil Schiller and others will chime in as part of the case.

Apple reveals WWDC 2019 set for June 3 – 7 [Update: Register now!]

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WWDC 2019
It’s going to be big!
Photo: Apple

Update: Heads up developers! Today is the last day to register for WWDC 2019.

Apple’s annual Worldwide Developers Conference officially has a date.

This morning, Apple revealed that it will host WWDC 2019 in San Jose, California, from June 3 to 7. The event brings together thousands of developers from across the world, giving them access to Apple’s engineers for hands-on training. It’s also the place where Apple unveils its biggest software updates of the year. Based on early rumors, it could be one of the most exciting WWDC’s in years.

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The iPhone SDK paved the way for iPhone apps and the App Store.
The iPhone SDK plants the seeds for the App Store's stunning success.
Photo: Apple

Apple may finally preview a revamped Mac Pro at WWDC 2019

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Mac Pro
The new Mac Pro will be modular again, just like this one.
Photo: Apple

Apple may finally give fans a first look at its revamped Mac Pro at WWDC 2019.

The company promised in the spring of 2017 that it would “rethink” its high-end desktop following feedback from professional users. The new model is expected to come with a more modular design that can be easily upgraded, but we’re still waiting for an update on Apple’s progress.