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Apple Is Rebooting Its Search for a New Next Big Thing

Apple Chief Executive Officer Tim Cook with the Vision Pro.
Photographer: Philip Pacheco/Bloomberg

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Before it’s here, it’s on the Bloomberg Terminal

April 7, 2024 at 8:45 AM EDT

Apple’s search for a bold new product category is back on, and it includes a foray into robots. Also: The company is preparing new iPads and accompanying accessories for May; the Vision Pro gets another Personas upgrade; and Apple makes an eyebrow-raising management change.

Last time in Power On: The US Justice Department risks picking the wrong fight with Apple.

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Before it’s here, it’s on the Bloomberg Terminal

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