Apple reveals epic 3-year drive to perfect A11 bionic chip

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A11 Bionic chip is Apple's most powerful smartphone processor ever.
A11 Bionic chip is Apple's most powerful smartphone processor ever.
Photo: Apple

The new A11 processor that powers the iPhone 8 and iPhone X is the most powerful smartphone chip Apple’s ever created, but making a processor that’s perfect for AI tasks took some big bets by Apple.

In a new interview with the company’s SVP of hardware tech, Johny Srouji, and marketing boss Phil Schiller, Apple reveals how it took three years to come up with the perfect solution.

Hilarious iPhone X parody ad skewers Apple’s $1,000 emoji machine

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animoji
Are Apple's animoji a must-have feature?
Photo: Apple

Apple’s futuristic iPhone X was revealed less than 24 hours ago, but it’s taken the internet no time at all to lambast it with a series of jokes and parody videos.

Skewering the worst new iPhone features is a time-honored tradition after an Apple keynote, and YouTuber jacksfilms has come out with one of the most hilarious parodies we’ve seen yet. The short video takes iPhone X to task for adding its silly notch and ridiculous 3D emoji instead of other, more useful features.

Prepare to laugh your animoji face off.

Live blog: Apple unveils iPhone X, Apple Watch 3 and more

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With a photo of Steve Jobs in the background, Tim Cook talks about Apple's goal to
With a photo of Steve Jobs in the background, Tim Cook talks about Apple's goal to "inspire the next generation of creators and innovators" in the new Steve Jobs Theater.
Photo: Apple

The wait for the iPhone X is nearly over.

Today at 10 a.m. Pacific in Apple Park’s shiny new Steve Jobs Theater, the most futuristic smartphone to ever come out of Cupertino will finally be unveiled. Over a year’s worth of rumors have led to this moment. Even though there’s almost nothing we don’t know about the new smartphone, anticipation is still off the charts for Apple’s $1,000 iPhone.

Cult of Mac will be right here live-blogging all the action with up-to-the minute analysis and insight. We’ll break down all the new features and surprises. The iPhone X won’t be the only star of today’s show, either: We’re expecting a new Apple Watch, updated Apple TV and much more!

Tim Cook and Co. are set to hit the stage soon, so grab some popcorn and come join the party below:

Birth of the iPhone: How Apple turned clunky prototypes into a truly magical device

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iPhone 2G prototype
iPhone 2G prototype
Photo: Jim Abeles/Flickr CC

iPhone turns 10 The world had never seen anything like the iPhone when Apple launched the device on June 29, 2007. But the touchscreen device that blew everyone’s minds immediately didn’t come about so easily.

The iPhone was the result of years of arduous work by Apple’s industrial designers. They labored over a long string of prototypes and CAD designs in their quest to produce the ultimate smartphone.

This excerpt from my book Jony Ive: The Genius Behind Apple’s Greatest Products offers an inside account of the iPhone’s birth.

Today in Apple history: The App Store gold rush begins

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App Store
Apple started accepting App Store submissions on this day in 2008.
Photo: Ste Smith/Cult of Mac

Did Phil Schiller really want a physical keyboard on iPhone?

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Blackberry won its case against Ryan Seacrest. Photo: Typo
Phil Schiller allegedly wanted the iPhone to look more like this. Possibly.
Photo: Typo

One of the fascinating tidbits of Apple history that emerged online this week was the story that Phil Schiller was insistent that the original iPhone ship with a physical keyboard.

Only problem is, no-one seems to know whether it’s true or not. Former Apple exec Tony Fadell claimed it is. Schiller denied it. Now Fadell has denied it, too, but the author he told the story to is sticking by what he was told. What a mess!