Apple Rivals Retool to Challenge the iPhone and Vision Pro
Plus: M4 coming to iPad Pro and fresh details on iOS 18, the next Vision Pro and Apple’s AI plans.
An attendee uses a Meta Quest 3 virtual reality headset during an event.
Photographer: David Paul Morris/BloombergApple’s top rivals are revamping their strategies for smartphones and headsets in a sign they smell an opportunity. Also: The new iPad Pro will usher in Apple’s shift into AI hardware; new details emerge on iOS 18 and the company’s AI plan; and the Vision Pro’s lead marketer retires.
Last week in Power On: Apple needs a true low-end iPhone to reignite growth.