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jef-raskin’s-cul-de-sac-and-the-quest-for-the-humane-computer

Jef Raskin’s cul-de-sac and the quest for the humane computer


“He wanted to make [computers] more usable and friendly to people who weren’t geeks.”

Consider the cul-de-sac. It leads off the main street past buildings of might-have-been to a dead-end disconnected from the beaten path. Computing history, of course, is filled with such terminal diversions, most never to be fully realized, and many for good reason. Particularly when it comes to user interfaces and how humans interact with computers, a lot of wild ideas deserved the obscure burials they got.

But some deserved better. Nearly every aspiring interface designer believed the way we were forced to interact with computers was limiting and frustrating, but one man in particular felt the emphasis on design itself missed the forest for the trees. Rather than drowning in visual metaphors or arcane iconographies doomed to be as complex as the systems they represented, the way we deal and interact with computers should stress functionality first, simultaneously considering both what users need to do and the cognitive limits they have. It was no longer enough that an interface be usable by a human—it must be humane as well.

What might a computer interface based on those principles look like? As it turns out, we already know.

The man was Jef Raskin, and this is his cul-de-sac.

The Apple core of the Macintosh

It’s sometimes forgotten that Raskin was the originator of the Macintosh project in 1979. Raskin had come to Apple with a master’s in computer science from Penn State University, six years as an assistant professor of visual arts at the University of California, San Diego (UCSD), and his own consulting company. Apple co-founder Steve Jobs subsequently hired Raskin’s company to write the Apple II’s BASIC programming manual, and Raskin joined Apple as manager of publications in 1978.

Raskin’s work on documentation and testing, combined with his technical acumen, gave him outsized influence within the young company. As the 40-column uppercase-only Apple II was ill-suited for Raskin’s writing, Apple developed a text editor and an 80-column display card, and Raskin leveraged his UCSD contacts to port UCSD Pascal and the p-System virtual machine to the Apple II when Steve Wozniak developed the Apple II’s floppy disk drives. (Apple sold this as Apple Pascal, and many landmark software programs like the Apple Presents Apple tutorial were written in it.)

But Raskin nevertheless concluded that a complex computer (by the standards of the day) could never exist in quantity, nor be usable by enough people to matter. In his 1979 essay “Computers by the Millions,” he argued against systems like the Apple II and the in-development Apple III that relied on expansion slots and cards for many advanced features. “What was not said was that you then had the rather terrible task of writing software to support these new ‘boards,’” he wrote. “Even the more sophisticated operating systems still required detailed understanding of the add-ons… This creates a software nightmare.”

Instead, he felt that “personal computers will be self-contained, complete, and essentially un-expandable. As we’ll see, this strategy not only makes it possible to write complete software but also makes the hardware much cheaper and producible.” Ultimately, Raskin believed, only a low-priced, low-complexity design could be manufactured in large enough numbers for a future world and be functional there.

The original Macintosh was designed as an embodiment of some of these concepts. Apple chairman Mike Markkula had a $500 (around $2,200 in 2025) game machine concept in mind called “Annie,” named after the Playboy comic character and intended as a low-end system paired with the Apple II—starting at around double that price at the time—and the higher-end Apple III and Lisa, which were then in development. Raskin wasn’t interested in developing a game console, but he did suggest to Markkula that a $500 computer could have more appeal, and he spent several months writing specifications and design documents for the proposed system before it was approved.

“My message,” wrote Raskin in The Book of Macintosh, “is that computers are easy to use, and useful in everyday life, and I want to see them out there, in people’s hands, and being used.” Finding female codenames sexist, he changed Annie to Macintosh after his favorite variety of apple, though using a variant spelling to avoid a lawsuit with the previously existing McIntosh Laboratory. (His attempt was ultimately for naught, as Apple later ended up having to license the trademark from the hi-fi audio manufacturer and then purchase it outright anyway.)

Raskin’s small team developed the hardware at Apple’s repurposed original Cupertino offices separate from the main campus. Initially, he put together a rough all-in-one concept, originally based on an Apple II (reportedly serial number 2) with a “jury-rigged” monitor. This evolved into a prototype chiefly engineered by Burrell Smith, selecting for its CPU the 8-bit Motorola 6809 as an upgrade from the Apple II’s MOS 6502 but still keeping costs low.

Similarly, a color display and a larger amount of RAM would have also added expense, so the prototype had a small 256×256 monochrome CRT driven by the ubiquitous Motorola 6845 CRTC, plus 64K of RAM. A battery and built-in printer were considered early on but ultimately rejected. The interface emphasized text and keyboard: There was no mouse, and the display was character-based instead of graphical.

Raskin was aware of early graphical user interfaces in development, particularly Xerox PARC’s, and he had even contributed to early design work on the Lisa, but he believed the mouse was inferior to trackballs and tablets and felt such pointing devices were more appropriate for graphics than text. Instead, function keys allowed the user to select built-in applications, and the machine could transparently shift between simple text entry or numeric evaluation in a “calculator-based language” depending on what the user was typing.

During the project’s development, Apple management had recurring concerns about its progress, and it was nearly canceled several times. This changed in late 1980 when Jobs was removed from the Lisa project by President Mike Scott, after which Jobs moved to unilaterally take over the Macintosh, which at that time was otherwise considered a largely speculative affair.

Raskin initially believed the change would be positive, as Jobs stated he was only interested in developing the hardware, and his presence and interest quickly won the team new digs and resources. New team member Bud Tribble suggested that it should be able to take advantage of the Lisa’s powerful graphics routines by migrating to its Motorola 68000, and by February 1981, Smith was able to duly redesign the prototype for the more powerful CPU while maintaining its lower-cost 8-bit data bus.

This new prototype expanded graphics to 384×256, allowed the use of more RAM, and ran at 8 MHz, making the prototype noticeably faster than the 5 MHz Lisa yet substantially cheaper. However, by sharing so much of Lisa’s code, the interface practically demanded a pointing device, and the mouse was selected, even though Raskin had so carefully tried to avoid it. (Raskin later said he did prevail with Jobs on the mouse only having one button, which he believed would be easier for novices, though other Apple employees like Larry Tesler have contested his influence on this decision.)

As Jobs started to take over more and more portions of the project, the two men came into more frequent conflict, and Raskin eventually quit Apple for good in March 1982. The extent of Raskin’s residual impact on the Macintosh’s final form is often debated, but the resulting 1984 Macintosh 128K is clearly a different machine from what Raskin originally envisioned. Apple acknowledged Raskin’s contributions in 1987 by presenting him with one of the six “millionth” Macintoshes, which he auctioned off in 1999 along with the Apple II used in the original concept.

A Swyftly tilting project

After Raskin’s departure from Apple, he established Information Appliance, Inc. in Palo Alto to develop his original concept on his own terms. By this time, it was almost a foregone conclusion that microcomputers would sooner or later make their way to everyone; indeed, home computer pioneers like Jack Tramiel’s Commodore were already selling inexpensive “computers by the millions”—literally. With the technology now evolving at a rapid pace, Raskin wanted to concentrate more on the user interface and the concept’s built-in functionality, reviving the ideas he believed had become lost in the Macintosh’s transition. He christened it with a new name: Swyft.

In terms of industrial design, the Swyft owed a fair bit to Raskin’s prior prototype as it was also an all-in-one machine, using a built-in 9” monochrome CRT display. Unlike the Macintosh, however, the screen was set back at an angle and the keyboard was built-in; it also had a small handle at the base of its sloped keyboard making it at least notionally portable.

Disk technology had advanced, so it sported a 3.5-inch floppy drive (also like the Macintosh, albeit hidden behind a door), though initially the prototype used a less-powerful 8-bit MOS 6502 CPU running at 2MHz. The 6502’s 64K addressing limit and the additional memory banking logic it required eventually proved inadequate, and the CPU was changed during development to the Motorola 68008, a cheaper version of the 68000 with an 8-bit data bus and a maximum address space of 1MB. Raskin intended the Swyft to act like an always-on appliance, always ready and always instant, so it had a lower-power mode and absolutely no power switch.

Instead of Pascal or assembly language, Swyft’s ROM operating system was primarily written in Forth. To reduce the size of the compiled code, developer Terry Holmes created a “tokenized” version that embedded smaller tokens instead of execution addresses into Forth word definitions, trading the overhead of an additional lookup step (which was written in hand-coded assembly and made very quick) for a smaller binary size. This modified dialect was called tForth (for “token,” or “Terry”). The operating system supported the hardware and the demands of the on-screen bitmapped display, which could handle true proportional text.

Swyft’s user interface was also radically different and was based on a “document” metaphor. Most computers of that time and today, mobile devices included, divide functionality among separate applications that access files. Raskin believed this approach was excessive and burdensome, writing in 1986 that “[b]y choosing to focus on computers rather than the tasks we wanted done, we inherited much of the baggage that had accumulated around earlier generations of computers. It is more a matter of style and operating systems that need elaborate user interfaces to support huge application programs.”

He expanded on this point in his 2000 book The Humane Interface: “[Y]ou start in the generating application. Your first step is to get to the desktop. You must also know which icons correspond to the desired documents, and you or someone else had to have gone through the steps of naming those documents. You will also have to know in which folder they are stored.”

Raskin thus conceived of a unified workspace in which everything was stored, accessed through one single interface appearing to the user as a text editor editing one single massive document. The editor was intelligent and could handle different types of text according to its context, and the user could subdivide the large document workspace into multiple subdocuments, all kept together. (This even included Forth code, which the user could write and evaluate in place to expand the system as they wished.) Data received from the serial port was automatically “typed” into the same document, and any or all text could be sent over the serial port or to a printer. Instead of function keys, a USE FRONT key acted like an Option or Command key to access special features.

Because everything was kept in one place, when the user saved the system state to a floppy disk, their entire workspace was frozen and stored in its entirety. Swyft additionally tagged the disk with a unique identifier so it knew when a disk was changed. When that disk was reinserted and resumed, the user picked up exactly where they left off, at exactly the same point, with everything they had been working on. Since everything was kept together and loaded en masse, there was no need for a filesystem.

Swyft also lacked a mouse—or indeed any conventional means of moving the cursor around. To navigate through the document, Swyft instead had LEAP keys, which when pressed alone would “creep” forward or backward by single characters. But when held down, you could type a string of characters and release the key, and the system would search forward or backward for that string and highlight it, jumping entire pages and subdocuments if necessary.

If you knew what was in a particular subdocument, you could find it or just LEAP forward to the next document marker to scan through what was there. Additionally, by leaping to one place, leaping again to another, and then pressing both LEAP keys together, you could select text as well. The steps to send, delete, change, or copy anything in the document are the same for everything in the document. “So the apparent simplicity [of other systems] is arrived at only after considerable work has been done and the user has shouldered a number of mental burdens,” wrote Raskin, adding, “the conceptual simplicity of the methods outlined here would be preferable. In most cases, the work required is also far less.”

Get something on sale faster, said Tom Swyftly

While around 60 Swyft prototypes of varying functionality were eventually made, IAI’s backers balked at the several million dollars additionally required to launch the product under the company’s own name. To increase their chances of a successful return on investment, they demanded a licensee for the design instead that would insulate the small company from the costs of manufacturing and sales. They found it in Japanese manufacturer Canon, which had expanded from its core optical and imaging lines into microcomputers but had spent years unsuccessfully trying to crack the market. However, possibly because of its unusual interface, Canon unexpectedly put its electronic typewriter division in charge of the project, and the IAI team began work with Canon’s engineers to refine the hardware for mass production.

SwyftCard advertisement in Byte, October 1985, with Jef Raskin and Steve Wozniak.

In the meantime, IAI investors prevailed upon management to find a way to release some of the Swyft technology early in a less expensive incarnation. This concept eventually turned into an expansion card for the Apple IIe. Raskin’s team was able to adapt some of the code written for the Swyft to the new device, but because the IIe is also a 6502-based system and is itself limited to a 64K address space, it required its own onboard memory banking hardware as well. With the card installed, the IIe booted into a scaled-down Swyft environment using its onboard 16K EPROM, with the option of disabling it temporarily to boot regular Apple software. Unlike the original Swyft, the Apple II SwyftCard does not use the bitmap display and appears strictly in 80-column non-proportional text. The SwyftCard went on sale in 1985 for $89.95, approximately $270 in 2025 dollars.

The initial SwyftCard tutorial page. Credit: Cameron Kaiser

The SwyftCard’s unified workspace can be subdivided into various “subdocuments,” which appear as hard page breaks with equals signs. Although up to 200 pages were supported, in practice, the available workspace limits you to about 15 or 20, “densely typed.” It came with a built-in tutorial which began with orienting you to the LEAP keys (i.e., the two Apple keys) and how to navigate: hold one of them down and type the text to leap to (or equals signs to jump to the next subdocument), or tap them repeatedly to slowly “creep.”

The two-tone cursor. Credit: Cameron Kaiser

Swyft and the SwyftCard implement a two-phased cursor, which the SwyftCard calls either “wide” or “narrow.” By default, the cursor is “narrow,” alternating between a solid and a partially filled block. As you type, the cursor splits into a “wide” form—any text shown in inverse, usually the last character you entered, is what is removed when you press DELETE, with the blinking portion after the inverse text indicating the insertion point. When you creep or leap, the cursor merges back into the “narrow” form. When narrow, DELETE deletes right as a true delete, instead of a backspace. If you selected text by pressing both LEAP keys together, those become highlighted in inverse and can be cut and pasted.

The SwyftCard software defines a USE FRONT key (i.e., the Control key) as well. This was most noticeable as a quick key combination for saving your work to disk, to which the entire workspace was saved in one go with no filenames (i.e., one disk equated one workspace), though it had many other such functions within the program. Since it could be tricky to juggle floppies without overwriting them, the software also took pains to ensure each formatted disk was tagged with a unique identifier to avoid accidental erasure. It also implemented serial communications such that you could dial up a remote system and use USE FRONT-SEND to send it or be dialed into and receive text into the workspace automatically.

SwyftCards didn’t sell in massive numbers, but their users loved them, particularly the speed and flexibility the system afforded. David Thornburg (the designer of the KoalaPad tablet), writing for A+ in November 1985, said it “accomplished something that I never knew was possible. It not only outperforms any Apple II word-processing system, but it lets the Apple IIe outperform the Macintosh… Will Rogers was right: it does take genius to make things simple.”

The Swyft and SwyftCard, however, were as much philosophy as interface; they represented Raskin’s clear desire to “abolish the application.” Rather than starting a potentially different interface to do a particular task, the task should be part of the machine’s standard interface and be launched by direct command. Similarly, even within the single user interface, there should be no “modes” and no switching between different minor behaviors: the interface ought to follow the same rules as much of the time as possible.

“Modes are a significant source of errors, confusion, unnecessary restrictions, and complexity in interfaces,” Raskin wrote in The Humane Interface, illustrating it with the example of “at one moment, tapping Return inserts a return character into the text, whereas at another time, tapping Return cases the text typed immediately prior to that tap to be executed as a command.”

Even a device as simple as a push-button flashlight is modal, argued Raskin, because “[i]f you do not know the present state of the flashlight, you cannot predict what a press of the flashlight’s button will do.” Even if an individual application itself is notionally modeless, Raskin presented the real-world example of Command-N commonly used to open a new document but AOL’s client using Command-M for a new E-mail message; the situation “that gives rise to a mode in this example consists of having a particular application active. The problem occurs when users employ the Command-N command habitually,” he wrote.

Ultimately, wrote Raskin, “[a]n interface is humane if it is responsive to human needs and considerate of human frailties.” In this case, the particular frailty Raskin concentrated on is the natural unconscious human tendency to form habitual behaviors. Because such habits are hard to break, command actions and gestures in an interface should be consistent enough that their becoming habitual makes them more effective, allowing a user to “do the task without having to think about it… We must design interfaces that (1) deliberately take advantage of the human trait of habit development and (2) allow users to develop habits that smooth the flow of their work.” If a task is always accomplished the same way, he asserted, then when the user has acquired the habit of doing so, they will have simultaneously mastered that task.

The Canon Cat’s one and only life

Raskin’s next computer preserved many such ideas from the Swyft, but it only did so in spite of the demands of Canon management, who forced multiple changes during development. Although the original Swyft (though not the SwyftCard) had true proportional text and at least the potential for user-created graphics, Canon’s electric typewriter division was then in charge of the project and insisted on non-proportional fixed-width text and no graphics, because that’s all the official daisywheel printer could generate—even though the system’s bitmapped display remained. (A laser printer option was later added but was nevertheless still limited to text.)

Raskin wanted to use a Mac-like floppy drive that could automatically detect floppy disk insertion, but Canon required the system to use their own floppy drives, which didn’t. Not every change during development was negative. Much of the more complicated Swyft logic board was consolidated into smaller custom gate array chips for mass production, along with the use of a regular 68000 instead of the more limited 68008, which was also cheaper in volume despite only being run at 5MHz.

However, against his repeated demands to the contrary and lengthy explanations of the rationale, Raskin was dismayed to find the device was nevertheless fitted with a power switch; Canon’s engineering staff said they simply thought an error had been made and added it, and by then, it was too late in development to remove it.

Canon management also didn’t understand the new machine’s design philosophy, treating it as an overgrown word processor (dubbed a “WORK Processor [sic]”) instead of the general-purpose computer Raskin intended, and required its programmability in Forth to be removed. This was unpopular with Raskin’s team, so rather than remove it completely, they simply hid it behind an unlikely series of keystrokes and excised it from the manual. On the other hand, because Canon considered it an overgrown word processor, it seemed entirely consistent to keep the Swyft’s primary interface intact otherwise, including its telecommunication features. The new system also got a new name: the Cat.

Canon Cat advertising brochure.

Thus was released the Canon Cat, announced in July 1987, for $1,495 (about $4,150 in 2025 dollars ). The released version came with 256K of RAM, with sockets to add an optional 128K more for 384K total, shared between the video circuitry, Forth dictionary, settings, and document text, all of which could be stored to the 3.5-inch floppy. (Another row of solder pads could potentially hold yet another 128K, but no shipping Cat ever populated it.)

Its 256K of system ROM contained the entirety of the editor and tForth runtime, plus built-in help screens, all immediately available as soon as you turned it on. An additional 128K ROM provided a 90,000-word dictionary to which the user could add words that were also automatically saved to the same disk. The system and dictionary ROMs came in versions for US and UK English, French, and German.

The Canon Cat. Cameron Kaiser

Like the Swyft it was based on, the Cat was an all-in-one system. The 9-inch monochrome CRT was retained, but the floppy drive no longer had a door, and the keyboard was extended with several special keys. In particular, the LEAP keys, as befitting their central importance, were given a row to themselves in an eye-catching shade of pink.

Function key combinations with USE FRONT are printed on the front of the keycaps. The Cat provided both a 1200 baud modem and a 9600bps RS-232 connector for serial data; it could dial out or be dialed into to upload text. Text transmitted to the Cat via the serial port was inserted into the document as if it had been typed in at the console. A Centronics-style printer port connected Canon’s official printer options, though many printers were compatible.

The Cat can be (imperfectly) emulated with MAME; the Internet Archive has a preconfigured Wasm version with Canon ROMs that you can also run in your browser. Note that the current MAME driver, as of this writing, will freeze if the emulated Cat makes a beep, and the ROM’s default keyboard layout assumes you’re using a real Cat, not a PC or Mac. These minor issues can be worked around in the emulated Cat’s setup menu by setting the problem signal to Flash (without a beep) and the keyboard to ASCII. The screenshots here are taken from MAME and adjusted to resemble the Cat’s display aspect ratio.

The Swyft and SwyftCard’s editing paradigm transferred to the Canon Cat nearly exactly. Preserved is the “wide” and “narrow” cursor, showing both the deletion range and the insertion point, as well as the use of the LEAP keys to creep, search, and select text ranges. (In MAME, the emulated LEAP keys are typically mapped to both Alt or Option keys.) SHIFT-LEAP can also be used to scroll the screen line by line, tapping LEAP repeatedly with SHIFT down to continue motion, and the Cat additionally implements a single level of undo with a dedicated UNDO key. The USE FRONT key also persisted, usually mapped in MAME to the Control key(s). Text could be bolded or underlined.

Similarly, the Cat inherits the same “multiple document interface” as the Swyfts: the workspace can be arbitrarily divided into documents, here using the DOCUMENT/PAGE key (mapped usually to Page Down in MAME), and the next or previous document can be LEAPed to by using the DOCUMENT/PAGE key as the target.

However, the Cat has an expanded interface compared to the SwyftCard, with a ruler (in character positions) at the bottom, text and keyboard modes, and open areas for on-screen indicators when disk access or computations are in progress.

Calculating data with the Canon Cat. Credit: Cameron Kaiser

Although Canon had mandated that the Cat’s programmability be suppressed, the IAI team nevertheless maintained the ability to compute expressions, which Canon permitted as an extension of the editor metaphor. Simple arithmetic such as 355/113 could be calculated in place by selecting the text and pressing USE FRONT-CALC (Control-G), which yields the answer with a dotted underline to indicate the result of a computation. (Here, the answer is computed to the default two decimal digits of precision, which is configurable.) Pressing USE FRONT-CALC within that answer reopens the expression to change it.

Computations weren’t merely limited to simple figures, though; the Cat also allowed users to store the result of a computation to a variable and reference that variable in other computations. If the variables underlying a particular computation were changed, its result would automatically update.

A spreadsheet built with expressions on the Cat. Credit: Cameron Kaiser

This capability, along with the Cat’s non-proportional font, made it possible to construct simple spreadsheets right in the editor using nothing more than expressions and the TAB key to create rows and columns. Cells can be referred to by expressions in other cells using a special function use() with relative coordinates. Constant values in “cells” can simply be entered as plain text; if recalculation is necessary, USE FRONT-CALC will figure it out. The Cat could also maintain and sort simple line lists, which, when combined with the LEARN macro facility, could be used to automate common tasks like mail merges.

The Canon Cat’s built-in on-line help facility. Credit: Cameron Kaiser

The Cat also maintained an extensive set of help screens built into ROM that the SwyftCard, for capacity reasons, was forced to load from floppy disk. Almost every built-in function had a documentation screen accessible from USE FRONT-HELP (Control-N): keep USE FRONT down, release the N key, and then press another key to learn about it. When the USE FRONT key is also released, the Cat instantly returns to the editor. Similarly, if the Cat beeped to indicate an error, pressing USE FRONT-HELP could also explain why. Errors didn’t trigger a modal dialogue or lock out system functions; you could always continue.

Internally, the current workspace contained not only the visible text documents but also any custom words the user added to the dictionary and any additional tForth words defined in memory. Ordinarily, there wouldn’t be any, given that Canon didn’t officially permit the user to program their own software, but there were a very small number of software applications Canon itself distributed on floppy disk: CATFORM, which allowed the user to create, fill out, and print form templates, and CATFILE, Canon’s official mailing list application. Dealers were instructed to provide new users with copies, though the Cat here didn’t come with them. Dealers also had special floppies of their own for in-store demos and customization.

The backdoor to Canon Cat tForth. Credit: Cameron Kaiser

Still, IAI’s back door to Forth quietly shipped in every Cat, and the clue was a curious omission in the online help: USE FRONT-ANSWER. This otherwise unexplained and unused key combination was the gateway. If you entered the string Enable Forth Language, highlighted it, and evaluated it with USE FRONT-ANSWER (not CALC; usually Control-Backspace in MAME), you’d get a Forth ok prompt, and the system was now yours. Reset the Cat or type re to return to the editor.

With Forth enabled, you could either enter code at the prompt, or do so within the editor and press USE FRONT-ANSWER to evaluate it, putting any output into the document just like Applesoft BASIC did on the SwyftCard. Through the Forth interface it was possible to define your own words, saved as part of the workspace, or even hack in 68000 machine code and completely take control of the machine. Extensive documentation on the Cat’s internals eventually surfaced, but no third-party software was ever written for the platform during its commercial existence.

As it happened, whatever commercial existence the Cat did have turned out to be brief and unprofitable anyway. It sold badly, blamed in large part on Canon’s poor marketing, which positioned it as an expensive dedicated word processor in an era where general-purpose PCs and, yes, Macintoshes were getting cheaper and could do more.

Various apocryphal stories circulate about why the Cat was killed—one theory cites internal competition between the typewriter and computer divisions; another holds that Jobs demanded the Cat be killed if Canon wanted a piece of his new venture, NeXT (and Owen Linzmeyer reports that Canon did indeed buy a 16 percent stake in 1989)—but regardless of the reason, it lasted barely six months on the market before it was canceled. The 1987 stock market crash was a further blow to the small company and an additional strain on its finances.

Despite the Cat’s demise, Raskin’s team at IAI attempted to move forward with a successor machine, a portable laptop that would have reportedly weighed just four pounds. The new laptop, christened the Swyft III, used a ROM-based operating system based on the Cat’s but with a newer, more sophisticated “leaping” technology called Hyperleap. At $999, it was to include a 640×200 supertwist LCD, a 2400 bps modem and 512K of RAM (a smaller $799 Swyft I would have had less memory and no modem), as well as an external floppy drive and an interchange facility for file transfers with PCs and Macs.

As Raskin had originally intended, the device achieved its claimed six-hour battery life (NiCad or longer with alkaline) primarily by aggressively sleeping when idle but immediately resuming full functionality when a key was pressed. Only two prototypes were ever made before IAI’s investors, considering the company risky after the Cat’s market failure and little money coming in, finally pulled the plug and caused the company to shut down in 1992. Raskin retained patents on the “leaping” method and the Swyft/Cat’s means of saving and restoring from disk, but their subsequent licensees did little with the technology, and the patents in the present day have lapsed.

If you can’t beat ’em, write software

The Cat is probably the best known of Raskin’s designs (notwithstanding the Macintosh, for reasons discussed earlier), especially as Raskin never led the development of another computer again. Nevertheless, his interface ideas remained influential, and after IAI’s closing, he continued as an author and frequent consultant and reviewer for various consumer products. These observations and others were consolidated into his later book The Humane Interface, from which this article has already liberally quoted. On the page before the table of contents, the book observes that “[w]e are oppressed by our electronic servants. This book is dedicated to our liberation.”

In The Humane Interface, Raskin not only discusses concepts such as leaping and habitual command behaviors but means of quantitative assessment as well. One of the more well-known is Fitts’ Law, after psychologist Paul Fitts, Jr., that predicts the time needed to quickly move to a target area is correlated with both the size of the target and its distance from the starting position.

This has been most famously used to justify the greater utility of a global menu bar completely occupying the edge of a screen (such as in macOS) because the mouse pointer stops at the edge, making the menu bar effectively infinitely large and therefore easy to “hit.” Similarly, Hick’s law (or the Hick-Hyman law, named for psychologists William Edmund Hick and Ray Hyman) asserts that increasing the number of choices a user is presented with will increase their decision time logarithmically. Given experimental constants, both laws can predict how long a user will need to hit a target or make a choice.

Notably, none of Raskin’s systems (at least as designed) superficially depended on either law because they had no explicit pointing device and no menus to select from. A more meaningful metric he also considers might be the Card-Moran-Newell GOMS model (“goals, objects, methods and selection rules”) and how it applies to user motion. While the time needed to mentally prepare, press a key, point to a particular position on the display or move from input device to input device (say, mouse to-and-from keyboard) will vary from person to person, most users will have similar times, and general heuristics exist (e.g., nonsense is easier to type than structured data).

However, the length of time the computer takes to respond is within the designer’s control, and its perception can be reduced by giving prompt and accurate feedback, even if the operation’s actual execution time is longer. Similarly, if we reduce keystrokes or reduce having to move from mouse to keyboard for a given task, the total time to perform that task becomes less for any user.

Although these timings can help to determine experimentally which interface is better for a given task, Raskin points out we can use the same principles to also determine the ideal efficiency of such interfaces. An interface that gives the user no choices but still must be interacted with is maximally inefficient because the user must do some non-zero amount of work to communicate absolutely no information.

A classic example might be a modal alert box with only one button—asynchronous or transparent notifications could be better used instead. Likewise, an interface with multiple choices will nevertheless become less efficient if certain choices are harder or more improbable to access, such as buttons or click areas being smaller than others, or a particular choice needing more typing to select than other choices.

Raskin’s book also considers alternative means of navigation, pointing out that “natural” and “intuitive” are not necessarily synonyms for “easy to use.” (A mouse can be easy to use, but it’s not necessarily natural or intuitive. Recall Scotty in Star Trek IV picking up the Macintosh Plus mouse and talking to it instead of trying to move it, and then eventually having to use the keyboard. Raskin cites this very scene, in fact.)

Besides leaping, Raskin also presents the idea of a zooming user interface (ZUI), allowing the user an easier way to not only reach their goal but also see themselves in relationship to that goal and within the entire workspace. If you see what you want, zoom in. If you’ve lost your place, zoom out. One could access a filesystem this way, or a collection of applications or associated websites. Raskin was hardly the first to propose the ZUI—Ivan Sutherland developed a primitive ZUI for graphics in his 1962 Sketchpad, along with the Spatial Dataland at MIT and Xerox PARC’s Smalltalk with “infinite” desktops—but he recognized its unique abilities to keep a user mentally grounded while navigating large structures that would otherwise become unwieldy. This, he asserts, made it more humane.

To crystallize these concepts, rather than create another new computer, Raskin instead started work on a software package with a team that included his son, Aza, initially called The Humane Environment. THE’s HumaneEditorProject was first unveiled to the world on Christmas Eve 2002, though initially only as a SourceForge CVS tree, since it was considered very unfinished. The original early builds of the Humane Editor were open-source and intended to run on classic Mac OS 9, though QEMU, SheepShaver and Classic under Tiger and earlier will also run it.

Default document. Credit: Cameron Kaiser

As before, the Humane Editor uses a large central workspace subdivided into individual documents, here separated by backtick characters. Our familiar two-tone cursor is also maintained. However, although font sizes, boldface, italic, and underlining were supported, colors (and, additionally, font sizes) were still selected by traditional Mac pulldown menus.

Leaping with the SHIFT and angle bracket keys. Credit: Cameron Kaiser

Leaping, here with a trademark, is again front and center in THE. However, instead of dedicated keys, leaping is merely a part of THE’s internal command line, termed the Humane Quasimode, where other commands can be sent. Notice that the prompt is displayed as translucent text over the work area.

The Deletion Document. Credit: Cameron Kaiser

When text was deleted, either by backspacing over it or pressing DELETE with a selected region, it went to an automatically created and maintained “DELETION DOCUMENT” from which it could be rescued. Effectively, this turned the workspace into a yank buffer along with all your documents, and undoing any destructive editing operation thus became merely another cut and paste. (Deleting from the deletion document just deleted.)

Command listing. Credit: Cameron Kaiser

A full list of commands accepted by the Quasimode was available by typing COMMANDS, which in turn emitted them to the document. These are based on precompiled Python files, which the user could edit or add to, and arbitrary Python expressions and code could also be inserted and run from the document workspace directly.

THE was a fully functioning editor, albeit incomplete, but nevertheless capable enough to write its own documentation with. Despite that, the intention was never to make something that was just an editor, and this aspiration became more obvious as development progressed. To make the software available on more platforms, development subsequently changed to wxPython in 2004, and later Python and Pygame to handle the screen display. The main development platform switched at the same time to Windows, and a Windows demo version of this release was made, although Mac OS X and Linux could still theoretically run it if you installed the prerequisites.

With the establishment of the Raskin Center for Humane Interfaces (RCHI), THE’s development continued under a new name, Archy. (This Wayback Machine link is the last version of the site before it was defaced and eventually domain-parked.) The new name was both a pun on “RCHI” and a reference to the Don Marquis characters, Archy and Mehitabel, specifically Archy the typewriting cockroach, whose alleged writings largely lack capital letters or punctuation because he couldn’t hit the SHIFT key at the same time. Archy’s final release shown here was the unfinished build 124, dated December 15, 2005.

The initial Archy window. Credit: Cameron Kaiser

Archy had come a long way from the original Mac THE, finally including the same sort of online help tutorial that the SwyftCard and Cat featured. It continued the use of a dedicated key to enter commands—in this case, CAPS LOCK. Hold it down, type the command, and then release it.

Leaping in Archy. Credit: Cameron Kaiser

Likewise, dedicated LEAP keys returned in Archy, in this case Left and Right Alt, and as before, selection was done by pressing both LEAP keys. A key advancement here is that any text that would be selected, if you chose to select it, is highlighted beforehand in a light shade of yellow so you no longer had to remember where your ranges were.

A list of commands in Archy. Credit: Cameron Kaiser

As before, the COMMANDS verb gave you a list of commands. While THE’s command suite was almost entirely specific to an editor application, Archy’s aspirations as a more complete all-purpose environment were evident. In particular, in addition to many of the same commands we saw on the Mac, there were now special Internet-oriented commands like EMAIL and GOOGLE. These commands were now just small documents containing Python embedded in the same workspace—no more separate files you had to corral. You could even change built-in commands, and even LEAP itself.

As you might expect, besides the deletion document (now just “DELETIONS”), things like your email were also now subdocuments, and your email server settings were a subdocument, too. While this was never said explicitly, a logical extension of the metaphor would have been to subsume webpage contents as in-place parts of the workspace as well—your history, bookmarks, and even the pages themselves could be subdocuments of their own, restored immediately and ready for access when entering Archy. Each time you exited, the entire workspace was saved out into a versioned file, so you could even go back in time to a recent backup if you blew it.

Raskin’s legacy

Raskin was found to have pancreatic cancer in December 2004 and, after transitioning the project to become Archy the following January, died shortly afterward on February 26, 2005. In Raskin’s New York Times obituary, Apple software designer Bill Atkinson lauded his work, saying, “He wanted to make them [computers] more usable and friendly to people who weren’t geeks.” Technology journalist Steven Levy agreed, adding that “[h]e really spent his life urging a degree of simplicity where computers would be not only easy to use but delightful.” He left behind his wife Linda Blum and his three children, Aza, Aviva, and Aenea.

Archy was the last project Raskin was directly involved in, and to date it remains unfinished. Some work continued on the environment after his death—this final release came out in December 2005, nearly 10 months later—but the project was ultimately abandoned, and many planned innovations, such as a ZUI of its own, were never fully developed beyond a separate proof of concept.

Similarly, many of Raskin’s more unique innovations have yet to reappear in modern mainstream interfaces. RCHI closed as well and was succeeded in spirit by the Chicago-based Humanized, co-founded by his son Aza. Humanized reworked ideas from Archy into Enso, which expanded the CAPS LOCK-as-command interface with a variety of verbs such as OPEN (to start applications) and DEFINE (to get the dictionary definition of a word), and the ability to perform direct web searches.

By using a system-wide translucent overlay similar to Archy and THE, the program was intended to minimize the need for switching back and forth between multiple applications to complete a task. In 2008, Enso was made free for download, and Humanized’s staff joined Mozilla, where the concept became a Firefox browser extension called Ubiquity, in which web-specific command verbs could be written in JavaScript and executed in an opaque pop-up window activated by a hotkey combination. However, the project was placed on “indefinite hiatus” in 2009 and was never revisited, and it no longer works with current versions of the browser.

Using Raskin 2 on a MacBook Air to browse images. Credit: Cameron Kaiser

The idea of a single workspace that you “leap through” also never resurfaced. Likewise, although ZUI-like animations have appeared more or less as eye candy in environments such as iOS and GNOME, a pervasive ZUI has yet to appear in (or as) any major modern desktop environment. That said, the idea is visually appealing, and some specific applications have made heavier use of the concept.

Microsoft’s 2007 Deepfish project for Windows Mobile conceived of visually shrunken webpages for mobile devices that users could zoom into, but it was dependent on a central server and had high bandwidth requirements, and Microsoft canceled it in 2008. A Swiss company named Raskin Software LLC (apparently no official relation) offers a macOS ZUI file and media browser called Raskin, which has free and paid tiers; on other platforms, the free open-source Eagle Mode project offers a similar file manager with media previews, but also a chess application, a fractal viewer, and even a Linux kernel configuration tool.

A2 desktop with installer, calendar and clock. Credit: LoganJustice via Wikimedia (CC0)

Perhaps the most complete example of an operating environment built around a ZUI might be A2, a branch of the ETH-Zürich Oberon System. The Oberon System, based around the Oberon programming language descended from Modula-2 and Pascal, was already notable for its unique paneled text user interface, where text is clickable, including text you type; Native Oberon can be booted directly as an operating system by itself.

In 2002, A2 spun off initially as Active Object System, using an updated dialect called Active Oberon supporting improved scheduling, exception handling, and object-oriented programming with processes and threads able to run within an object’s context to make that object “active.” While A2 kept the Oberon System’s clickable text metaphor, windows and gadgets can also be zoomed in or out of on an infinitely scrolling desktop, which is best appreciated in action. It is still being developed, and older live CDs are still available. However, the Oberon System has never achieved general market awareness beyond its small niche, and any forks less so, limiting it to a practical curiosity for most users.

This isn’t to say that Raskin’s quest for a truly humane computer has completely come to naught. Unfortunately, in some respects, we’re truly backsliding, with opaque operating systems that can limit your application choices or your ability to alter or customize them, and despite very public changes in skinning and aesthetics, the key ways that we interact with our computers have not substantially changed since the wide deployment of the Xerox PARC-derived “WIMP” paradigm (windows, icons, menus and pointers)—ironically most visibly promoted by the 1984 post-Raskin Macintosh.

A good interface unavoidably requires work and study, two things that take too long in today’s fast-paced product cycle. Furthermore, Raskin’s emphasis on built-in programmability nevertheless rings a bit quaint in our era, when many home users’ only computer may be a tablet. By his standards, there is little humane about today’s computers, and they may well be less humane than yesterday’s.

Nevertheless, while Raskin’s ideas may have few present-day implementations, that doesn’t mean the spirit in which they were proposed is dead, too. At the very least, some greater consideration is given to the traditional WIMP paradigm’s deficiencies today, particularly with multiple applications and windows, and how it can poorly serve some classes of users, such as those requiring assistive technology. That said, I hold guarded optimism about how much change we’ll see in mainstream systems, and Raskin’s editor-centric, application-less interface becomes more and more alien the more the current app ecosystem reigns dominant.

But as cul-de-sacs go, you can pick far worse places to get lost in than his, and it might even make it out to the main street someday. Until then, at least, you can always still visit—in an upcoming article, we’ll show you how.

Selected bibliography

Folklore.org

CanonCat.net

Linzmeyer, Owen W (2004). Apple Confidential 2.0. No Starch Press, San Francisco, CA.

Raskin, Jef (2000). The humane interface: new directions for designing interactive systems. Addison-Wesley, Boston, MA.

Making the Macintosh: Technology and Culture in Silicon Valley. https://web.stanford.edu/dept/SUL/sites/mac/earlymac.html

Canon’s Cat Computer: The Real Macintosh. https://www.landsnail.com/apple/local/cat/canon.html

Prototype to the Canon Cat: the “Swyft.” https://forum.vcfed.org/index.php?threads/prototype-to-the-canon-cat-the-swyft.12225/

Apple //e and Cat. http://www.regnirps.com/Apple6502stuff/apple_iie_cat.htm

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Gmail gets a dedicated place to track all your purchases

An update to Gmail begins rolling out soon, readying Google’s premier email app for all your upcoming holiday purchases. Gmail has been surfacing shipment tracking for some time now, but Google will now add a separate view just for remembering the things you have ordered. And if you want to buy more things, there’s a new interface for that, too. Yay, capitalism.

Gmail is quite good at recognizing purchase information in the form of receipts and shipping notifications. Currently, the app (and web interface) lists upcoming shipments at the top of the inbox. It will continue to do that when you have a delivery within the next 24 hours, but the new Purchases tab brings it all together in one glanceable view.

Purchases will be available in the navigation list alongside all the other stock Gmail labels. When selected, Gmail will filter your messages to only show receipts, order status, and shipping details. This makes it easier to peruse your recent orders and search within this subset of emails. This could be especially handy in this day and age of murky international shipping timelines.

The Promotions tab that has existed for years is also getting a makeover as we head into the holiday season. This tab collects all emails that Google recognizes as deals, marketing offers, and other bulk promos. This keeps them out of your primary inbox, which is appreciated, but venturing into the Promotions tab when the need arises can be overwhelming.

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hbo-max-is-“way-underpriced,”-warner-bros.-discovery-ceo-says

HBO Max is “way underpriced,” Warner Bros. Discovery CEO says

Consumers in America would pay twice as much 10 years ago for content. People were spending, on average, $55 for content 10 years ago, and the quality of the content, the amount of content that we’re getting, the spend is 10 or 12 fold and they’re paying dramatically less. I think we want a good deal for consumers, but I think over time, there’s real opportunity, particularly for us, in that quality area, to raise price.

A question of quality

Zaslav is arguing that the quality of the shows and movies on HBO Max warrants an eventual price bump. But, in general, viewers find streaming services are getting less impressive. A Q4 2024 report from TiVo found that the percentage of people who think the streaming services that they use have “moderate to very good quality” has been declining since Q4 2021.

Bar graph From TiVO's Q4 2024 Video Trends report.

From TiVO’s Q4 2024 Video Trends report.

Credit: TiVo

From TiVO’s Q4 2024 Video Trends report. Credit: TiVo

Research also points to people being at their limit when it comes to TV spending. Hub Entertainment Research’s latest “Monetizing Video” study, released last month, found that for consumers, low prices “by far still matters most to the value of a TV service.”

Meanwhile, niche streaming services have been gaining in popularity as streaming subscribers grow bored with the libraries of mainstream streaming platforms and/or feel like they’ve already seen the best of what those services have to offer. Antenna, a research firm focused on consumer subscription services, reported this month that specialty streaming service subscriptions increased 12 percent year over year in 2025 thus far and grew 22 percent in the first half of 2024.

Zaslav would likely claim that HBO Max is an outlier when it comes to streaming library dissatisfaction. Although WBD’s streaming business (which includes Discovery+) turned a $293 million profit and grew subscriber-related revenue (which includes ad revenues) in its most recent earnings report, investors would likely be unhappy if the company rested on its financial laurels. WBD has one of the most profitable streaming businesses, but it still trails far behind Netflix, which posted an operating income of $3.8 billion in its most recent earnings.

Still, increasing prices is rarely welcomed by customers. With many other options for streaming these days (including free ones), HBO Max will have to do more to convince people that it is worth the extra money than merely making the claim.

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One of Google’s new Pixel 10 AI features has already been removed

Google is one of the most ardent proponents of generative AI technology, as evidenced by the recent launch of the Pixel 10 series. The phones were announced with more than 20 new AI experiences, according to Google. However, one of them is already being pulled from the company’s phones. If you go looking for your Daily Hub, you may be disappointed. Not that disappointed, though, as it has been pulled because it didn’t do very much.

Many of Google’s new AI features only make themselves known in specific circumstances, for example when Magic Cue finds an opportunity to suggest an address or calendar appointment based on your screen context. The Daily Hub, on the other hand, asserted itself multiple times throughout the day. It appeared at the top of the Google Discover feed, as well as in the At a Glance widget right at the top of the home screen.

Just a few weeks after release, Google has pulled the Daily Hub preview from Pixel 10 devices. You will no longer see it in Google Discover nor in the home screen widget. After being spotted by 9to5Google, the company has issued a statement explaining its plans.

“To ensure the best possible experience on Pixel, we’re temporarily pausing the public preview of Daily Hub for users. Our teams are actively working to enhance its performance and refine the personalized experience. We look forward to reintroducing an improved Daily Hub when it’s ready,” a Google spokesperson said.

One of Google’s new Pixel 10 AI features has already been removed Read More »

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New iPhones use Apple N1 wireless chip—and we’ll probably start seeing it everywhere

Apple’s most famous chips are the A- and M-series processors that power its iPhones, iPads, and Macs, but this year, its effort to build its own wireless chips is starting to bear fruit. Earlier this spring, the iPhone 16e included Apple’s C1 modem, furthering Apple’s ambitions to shed its dependence on Qualcomm, and today’s iPhone Air brought a faster Apple C1X variant, plus something new: the Apple N1, a chip that provides Wi-Fi 7, Bluetooth 6, and Thread support for all of today’s new iPhones.

Apple didn’t dive deep into the capabilities of the N1, or why it had switched from using third-party suppliers (historically, Apple has mostly leaned on Broadcom for Wi-Fi and Bluetooth). However, the company’s press releases say that it should make Continuity features like Personal Hotspot and AirDrop more reliable—these features use Bluetooth for initial communication and then Wi-Fi to establish a high-speed local link between two devices. Other features that use a similar combination of wireless technologies, like using an iPad as an extended Mac display, should also benefit.

These aren’t Apple’s first chips to integrate Wi-Fi or Bluetooth technology. The Apple Watches rely on W-series chips to provide their Bluetooth and Wi-Fi connectivity; the Apple H1 and H2 chips also provide Bluetooth connectivity for many of Apple’s wireless headphones. But this is the first time that Apple has switched to its own Wi-Fi and Bluetooth chip in one of its iPhones, suggesting that the chips have matured enough to provide higher connectivity speeds for more demanding devices.

Apple will likely expand the use of the N1 (and other N-series chips) beyond the iPhone soon enough. Macs and iPads are obvious candidates, but the presence of Thread support also suggests that we’ll see it in new smart home devices like the Apple TV or HomePod.

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Reddit bug caused lesbian subreddit to be labeled as a place for “straight” women

Explaining further to Ars, Reddit spokesperson Tim Rathschmidt said:

There was a small bug in a test we ran that mistakenly caused the English-to-English translation(s) you saw. That bug has been resolved. Unsurprisingly, English-to-English translations are not part of our strategy, as they aren’t necessary. English-to-English translations were not a desired or expected outcome of the test.

Reddit pulled the test it was running, but its machine learning-powered translations are still functioning, Rathschmidt said. The company plans to fix the bug and run its unspecified “test” again.

Reddit’s explanation differs from user theories floating around beforehand, which were mainly that Reddit was rewriting user-created summaries with generative AI, possibly to boost SEO. Some may still be perturbed by the problem persisting for weeks without explanation and the apparent lack of manual checks for the translation service. However, Redditors can now take comfort in knowing that Reddit is not currently using generative AI to alter user-generated content without notice.

Paige_Railstone, however, maintains frustration and wants to tell Reddit admins, “STOP. Hand off.” The translation bug, they noted, led to people posting on a subreddit for parents with autism that their child might be autistic, “and how terrible that would be for them,” Paige_Railstone recalled.

“These are the kind of unintentionally insulting posts that drive autistics into leaving a community, and it increases the workload of us moderators,” they said.

Paige_Railstone also sees the incident as a reason for moderators to be more cautious.

“This never used to be a concern, but this translation service was rolled out without any notification that I’m aware of, and no option to disable it within the mods’ control. That has the potential to cause problems, as we’ve seen over the past two weeks,” they said.

Disclosure: Advance Publications, which owns Ars Technica parent Condé Nast, is the largest shareholder in Reddit.

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Hands-on with Apple’s new iPhones: Beauty and the beast and the regular-looking one


i have touched the new phones

A new form-vs.-function spectrum emerges as Apple’s phone designs diverge.

The iPhone Air. Credit: Andrew Cunningham

The iPhone Air. Credit: Andrew Cunningham

CUPERTINO, Calif.—We’re a long way from the days when a new iPhone launch just meant one new phone. It shifted to “basically the same phone in two sizes” a decade or so ago, and then to a version of “one lineup of regular phones and one lineup of Pro phones” in 2017 when the iPhone 8 was introduced next to the iPhone X.

But thanks to Apple’s newly introduced iPhone Air, the iPhone 17 lineup gives new phone buyers more choices and trade-offs than they’ve ever had before. Apple’s phones are now available in a spectrum of sizes, weights, speeds, costs, and camera configurations. And while options are great to have, it also means you need to know more about which one to pick.

We’ve gone hands-on with all four of Apple’s new phones, and while more extensive tire-kicking will be required, we can at least try to nail down exactly what kind of person each of these phones is for.

The iPhone Air: Designed for first impressions

There’s no more iPhone mini, and there’s no more iPhone Plus. Now we have an iPhone Air, and it is very much its own thing.

The phone is just over two-thirds the thickness of the iPhone 17, not counting what Apple now calls a “camera plateau” that stretches across the top of the device. It’s 0.22 inches thick and weighs 5.82 ounces, compared to 0.31 inches thick and 6.24 ounces for the iPhone 17. You have to go back to the iPhone 12 (5.78 ounces) to find a full-size iPhone that’s equally light, and that one had a 6.1-inch screen instead of the Air’s more expansive 6.5 inches.

Those don’t look like huge numbers on paper, but when you’re holding the iPhone Air, it does make a substantial difference. While the camera plateau makes it look top-heavy in photos, in reality, it’s light, and that weight is distributed evenly enough that it feels as well-balanced as any of the other iPhones.

The combination of a large-ish screen and light weight created a strong perception of lightness, compared to the iPhone 17 or especially the 7.27-ounce iPhone 17 Pro. I also found that the shiny titanium frame, while a fingerprint magnet, did slide around in my hand less than an aluminum finish.

It’s a phone built to make a strong first impression, whether you’re holding it in an Apple Store or just after an Apple event in a throng of YouTubers who are all throwing elbows so that they can film each individual phone in the hands-on area for 20 minutes apiece. But I do worry that living with the Air would be frustrating in the long haul, specifically because of battery life.

Again, on paper, the numbers Apple is quoting aren’t so far apart. The Air is rated for 27 hours of local video playback, compared to 30 hours for the iPhone 17 and 33 hours for the 17 Pro. But there’s a bigger gap between the numbers for streaming video—22 hours, 27 hours, and 30 hours for the Air, 17, and 17 Pro, respectively—that suggests that any activity that’s actively using the A19 Pro chip or wireless communication is going to drain the battery even faster.

Extrapolate that out two years, when your battery is going to be operating at somewhere between 80 and 90 percent of its original capacity, and a midday charge starts to sound like an inevitability. It’s telling that a thickness-and-weight-increasing external battery accessory was announced in the same breath as the iPhone Air.

The iPhone Air’s $99 MagSafe battery accessory. Credit: Andrew Cunningham

Apple’s official acknowledgement of and solution to the battery life issue is a $99 external battery that attaches with MagSafe and charges the phone wirelessly; by Apple’s estimates, it adds roughly 13 hours of runtime on top of what you get from the internal battery.

Doesn’t this defeat the purpose of having an iPhone Air, I hear you asking? Maybe so! But it is at least a better aesthetic match for the iPhone than a chunky third-party brick, and one that’s pretty easy to detach and put away once it has done its job and charged your phone. It has its own separate USB-C port for charging, and a small status light (orange when charging, green when charged) below the Apple logo. The magnetic connection feels sturdy enough that it would be hard to dislodge the battery by accident, but I can’t say that it absolutely couldn’t fall off if you were trying to jam the phone into a pocket or bag and caught the battery on something.

I can say that the iPhone Air probably isn’t for me, because the main things I want from a phone are more battery life and better cameras—I can appreciate something smaller and lighter, but only if it doesn’t compromise that other stuff (I got exactly this kind of upgrade when I jumped from an iPhone 13 Pro to a 15 Pro). That’s fine—when you introduce four phones at once, you don’t need to appeal to every iPhone user with every one of them. But I do wonder whether people will find the Air more convincing than they apparently found the now-departed iPhone mini and iPhone Plus.

The iPhone 17 Pro: Industrial design

If you look at the iPhone Air and you say, “I would actually take a thicker, heavier phone if it had a bigger battery in it,” Apple does already make that phone for you.

The iPhone 17 Pro and Pro Max are more of a design departure from the standard iPhones than they have been in years past, with a distinctive aluminum unibody design and a gigantic camera plateau that replaces the old (and already substantial) three-lens camera bump on the older Pros.

Frankly, I’m not in love with the look of this new design—the aluminum unibody design may be good for durability, but it requires Apple to leave cutouts for other wireless-permeable materials all over the phone’s body, and the result is a two-tone design and a lumpy profile that gives the impression that form follows function on this one. It’s the iPhone equivalent of a polished concrete floor—utilitarian with a trendy veneer. It’s a phone I would be happy to put in a case.

It’s also a bit disappointing that the iPhone 17 Pro continues the Pro phones’ drift back upward in weight—we went from 7.27 ounces to 6.6 ounces from the iPhone 14 Pro to the 15 Pro, then to 7.03 ounces for the 16 Pro, and now right back to 7.27 ounces again. But weight is obviously incidental to other features for many Pro users, and the 17 Pro does at least do cool things that make the increased weight worth it.

The two-toned design, festooned with cutouts, makes the phone look a bit uneven to me. Andrew Cunningham

The one feature that’s easy to wrap your arms around in just a few minutes with the new phone is the upgraded telephoto camera lens, which shifts to a 48MP sensor that enables Apple’s Fusion Camera functionality for telephoto shots for the first time.

If you don’t know, the Fusion Camera system shoots 48MP images and then shrinks them to 12 or 24MP, depending on the phone you’re using—benefiting from the extra detail captured by the 48MP sensor, but keeping photo sizes manageable. To create “optical zoom,” the camera instead crops a native-resolution 12MP image out of the center of that sensor. Quality is reduced somewhat because you lose the benefits of the “pixel binning” process that is used to turn 48MP shots into 12MP or 24MP shots, but you’re still capturing native-resolution images without digital zoom.

Adding that to the telephoto lens for the first time doubles the amount of zoom Apple can offer—it starts at 4x zoom, and can go as high as 8x before you start relying on digital zoom.

Standard lens, iPhone 15 Pro. Andrew Cunningham

We were able to do a bit of shooting with the iPhone 17 Pro’s telephoto camera on the Apple Park campus. Compared to my iPhone 15 Pro and its 3x telephoto lens, the default 4x zoom on the iPhone 17 Pro already gets us a little closer, and the 8x zoom option gets you a lot closer. Zoom all the way in to the orange “hello” and you’ll notice some fuzziness and less-than-tack-sharp details, but for photo prints or sharing digitally the results are impressive.

The extra weight and unfinished look of the iPhone 17 Pro don’t make as good a first impression as the iPhone Air did, but I suspect iPhone Pro users (myself included) will find its larger battery and better camera to be acceptable trade-offs. It will be the easier phone to live with in the long term, in other words.

The iPhone 17: Still the default

The iPhone 17: It’s an iPhone! Credit: Andrew Cunningham

In between the industrial chic aesthetic of the iPhone 17 Pro and the lightness of the iPhone Air is the regular iPhone, which looks a whole lot like last year’s but might actually get the most noticeable functional upgrades of all three of them.

I’m mainly talking about the ProMotion screen, a 120 Hz OLED display panel with a dynamic refresh rate that can go as low as 1 Hz when the phone isn’t being used. Both ProMotion and the always-on screen feature that it enables have been exclusive to the iPhone Pro for years, even as higher-refresh-rate screens have spread through midrange and budget Android phones.

That extra smoothness is tough to give up once you’ve gotten used to it, and it pairs especially well with the extra motion and bounciness present in Apple’s new Liquid Glass interface. Fitting 6.3 inches of screen into a phone the same size as the 6.1-inch iPhone 16 also heightens the edge-to-edge screen effect. And both ProMotion and the larger screen help put some space between the iPhone 17 and the iPhone 16e, Apple’s current “budget” offering that comes in at just $200 under the price of the regular iPhone.

From the back: Still an iPhone! Credit: Andrew Cunningham

The other major functional upgrade for people who just walk into the store (or log on to their carrier’s website) and buy the default iPhone is that the base model has been bumped up to 256GB of storage, a reasonably generous allotment that should keep you from having too much trouble with gigantic movie files or years-old gigabytes-large iMessage conversations that you just can’t bear to delete.

This looks like an iPhone, and it feels like an iPhone, and there’s not a lot to convey from a quick hands-on session other than that. In this case, a lack of surprises is a good thing.

Photo of Andrew Cunningham

Andrew is a Senior Technology Reporter at Ars Technica, with a focus on consumer tech including computer hardware and in-depth reviews of operating systems like Windows and macOS. Andrew lives in Philadelphia and co-hosts a weekly book podcast called Overdue.

Hands-on with Apple’s new iPhones: Beauty and the beast and the regular-looking one Read More »

in-court-filing,-google-concedes-the-open-web-is-in-“rapid-decline”

In court filing, Google concedes the open web is in “rapid decline”

Advertising and the open web

Google objects to this characterization. A spokesperson calls it a “cherry-picked” line from the filing that has been misconstrued. Google’s position is that the entire passage is referring to open-web advertising rather than the open web itself. “Investments in non-open web display advertising like connected TV and retail media are growing at the expense of those in open web display advertising,” says Google.

If we assume this is true, it doesn’t exactly let Google off the hook. As AI tools have proliferated, we’ve heard from Google time and time again that traffic from search to the web is healthy. When people use the web more, Google makes more money from all those eyeballs on ads, and indeed, Google’s earnings have never been higher. However, Google isn’t just putting ads on websites—Google is also big in mobile apps. As Google’s own filings make clear, in-app ads are by far the largest growth sector in advertising. Meanwhile, time spent on non-social and non-video content is stagnant or slightly declining, and as a result, display ads on the open web earn less.

So, whether Google’s wording in the filing is meant to address the web or advertising on the web may be a distinction without a difference. If ads on websites aren’t making the big bucks, Google’s incentives will undoubtedly change. While Google says its increasingly AI-first search experience is still consistently sending traffic to websites, it has not released data to show that. If display ads are in “rapid decline,” then it’s not really in Google’s interest to continue sending traffic to non-social and non-video content. Maybe it makes more sense to keep people penned up on its platform where they can interact with its AI tools.

Of course, the web isn’t just ad-supported content—Google representatives have repeatedly trotted out the claim that Google’s crawlers have seen a 45 percent increase in indexable content since 2023. This metric, Google says, shows that open web advertising could be imploding while the web is healthy and thriving. We don’t know what kind of content is in this 45 percent, but given the timeframe cited, AI slop is a safe bet.

If the increasingly AI-heavy open web isn’t worth advertisers’ attention, is it really right to claim the web is thriving as Google so often does? Google’s filing may simply be admitting to what we all know: the open web is supported by advertising, and ads increasingly can’t pay the bills. And is that a thriving web? Not unless you count AI slop.

In court filing, Google concedes the open web is in “rapid decline” Read More »

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Tiny Vinyl is a new pocketable record format for the Spotify age


Format is “more aligned with how artists are making and releasing music in the streaming era.”

In 2019, Record Store Day partnered with manufacturer Crosley to revive a 3-inch collectible vinyl format first launched in Japan in 2004. Five years later, a new 4-inch-sized format called Tiny Vinyl wants to take the miniature vinyl collectible crown, and launch partner Target is throwing its considerable weight behind it as an exclusive launch partner, with 44 titles expected in the coming weeks.

It’s 2025, and the global vinyl record market has reached $2 billion in annual sales and is still growing at roughly 7 percent annually, according to market research firm Imarc. Vinyl record sales now account for over 50 percent of physical media sales for music (and this is despite a recent resurgence in both cassette and CD sales among Millennials). It’s in this landscape that Tiny Vinyl founders Neil Kohler and Jesse Mann decided to come up with a fun new collectible vinyl format.

An “aha” moment

Kohler’s day job is working with toy companies to develop and market their ideas. He was involved in helping Funko popularize its stylized vinyl figurines, now a ubiquitous presence at pop culture conventions, comic book stores, and toy shops of all kinds. Mann has worked in production, marketing, and the music business for nearly three decades, including a stint at LiveNation and years of running operations for the annual summer music festival Bonnaroo. Both men are based in Nashville—Music City, USA—and the proximity to one of the main centers of the music industry clearly had an impact.

In 2023, Kohler bumped into Drake Coker, CEO and general manager of Nashville Record Pressing, a newer vinyl manufacturing plant that opened in 2021.

“Would it be possible to make a real vinyl record that is small enough to fit inside the box with a Funko Pop, so roughly four inches in diameter?” Kohler asked Coker at the time.

Coker was convinced it was possible to do so. “It took quite a lot of energy to do the R&D and for Drake’s company to figure out how to do that in a technical sense,” Kohler explained to Ars. “It became evident very quickly that this was a really cool thing on its own, and it didn’t need to come in a Funko box,” Kohler told Ars. “As long as we made it authentic to what a standard 12-inch record would be, with sound, and art, and center labels, just miniaturized.”

That’s when Kohler contacted Mann to develop a strategy and make Tiny Vinyl its own unique collectible.

“The first prototype samples started coming out of production in May 2024, and we delivered the first Tiny Vinyl release to country musician Daniel Donato in July 2024,” Mann told Ars. “He took them out on tour, and the fan reaction gave us a sort of wind in the sails, that this would be something that fans would really love,” he said.

Of course, Record Store Day already has a small collectible vinyl format, and the Tiny Vinyl team became aware of it from the moment they started looking at the market.

“The Crosley 3-inch record player is both inspiring but also a different direction than what we wanted.” Kohler explained. “Crosley makes that as more of a promotional tool, to seed their record player business, and it’s this one-side piece that only plays on their miniature players,” Kohler said. “But here we’re focusing on something more, a two-sided piece that could play on any standard turntable.”

“Tiny Vinyl is a different concept. We’re basically trying, and having quite a bit of success, in creating a new vinyl format,” Coker said, “one that is more aligned with how artists are making and releasing music in the streaming era.”

How records are made

The basic process to press a vinyl record starts with cutting a lacquer master. A specially made disc of rather fragile lacquer is put on a cutting lathe—which looks sort of like an industrial turntable—and the audio signals are converted into mechanical movement in its cutting head. That movement is carved into fine grooves in the lacquer, creating the lacquer master.

The lacquer master is electroplated with a nickel alloy, creating a negative metal image of the grooves in the lacquer, called a “father.” This thin, relatively fragile metal negative is this electroplated again with a strong copper-based alloy, creating a new positive image called a “mother.” The mother is plated yet again, creating negative-image “stampers.” Once stampers are made for each side, they are mounted into a hydraulic press for stamping out records.

When a press is ready, polyvinyl chloride (PVC) pellets are placed in a hopper and heated to around 250º F and typically extruded into a roughly 4-inch-diameter-thick disc called a “biscuit.” The biscuit is inserted into the press, with paper labels on each side, and the press uses anywhere from 100 to 150 tons of pressure to press a record. (Notably, heat and pressure adhere the labels to the record, not adhesive.)

Finally, the excess vinyl is trimmed off the edges (and often remelted and reused, especially in “eco” vinyl), and the finished records are stacked with metal plates to help cool off the hot vinyl and keep the records flat. All that has to be done while maintaining temperature and humidity to proper levels and keeping dust as far away from the stampers as possible.

To play a record, the turntable turns at a constant rotation speed, and a microscopic piece of diamond in the turntable’s stylus tracks the grooves and translates peaks and valleys into mechanical movement in the stylus. The stylus is connected to a cartridge, which converts the tiny mechanical movements into an electrical signal by moving tiny magnets within a coil. That signal is amplified twice—all turntables use a pre-amp to convert the audio signals to standard audio line-level, and then some other component (receiver, integrated amplifier, or something built-in to powered speakers) amplifies the signal to play back via speakers.

So the manufacturing process relies on the precision of multiple generations of mechanical copying before stamping out microscopic grooves into a relatively inexpensive material, and then, during playback, it depends on multiple steps of amplifying those microscopic grooves before you hear a single note of music. Every step along the way increases the chance that noise or other issues can affect what you hear.

Tiny Vinyl has some advantage here because Nashville Record Pressing is part of GZ Media. Before vinyl started its resurgence in 2007, many vinyl pressing plants closed, and the presses and other machinery were often discarded, with the metal being reused to make other machines. As vinyl manufacturing surged, there were few sources for the presses and other equipment to press records, and GZ’s size amplified those challenges.

“You know, GZ is based in the Czech Republic and is the oldest, largest manufacturer in the world,” Coker said. “And we’ve got very significant resources. I think what people don’t recognize is the depth and breadth of our technical resources. For instance, we’ve been making our own vinyl presses in the Czech Republic for over a decade now,” Coker told Ars. “So we can control every step of the process, from extruding PVC, pressing records, inserting them into sleeves, everything. We had to figure out how to do all that, but in miniature,” Coker said.

“There’s a lot of engineering, and there’s also kind of a lot of secret sauce in this,” Coker said. “So we’re a bit tight-lipped about how this is different. I’m very cryptic, but I will say that there are issues with PVC compound, there are issues with mastering, there are issues with plating, there are issues with pressing, there are issues with label application. It is definitely a challenge to make the sleeves and jackets at this size, get everything all assembled and get it wrapped, and get some stickers on it and have it look good. Some of those challenges are bigger than others, but we feel pretty good that we’ve had the time to really do the work that was necessary to figure this out.”

Challenges in manufacturing are also compounded by playback. As a turntable’s stylus moves closer to the center of a record, the linear speed decreases, which impacts playback quality. The angle of the stylus can also affect how well grooves are tracked, again impacting playback quality.

“S​​o it’s a game about how to stay inside the manufacturing and playback infrastructure that exists,” Coker continued. “And to get something to work with a linear speed that’s never been tried before, right? And so what’s come out of that is a disc that we’re certainly very proud of,” he said.

Furthermore, 4-inch vinyl records are almost the exact size of the label on an LP or 7-inch single, so automatic turntables won’t work. If you want to play Tiny Vinyl at home, you’ll need a manual turntable or one that allows turning off auto stop and start. The good news is that the majority of turntables in use are manual. But some of the most popular entry-level models, such as Audio-Technica’s LP60-series, are strictly automatic.

That may change in the future. “We’re in touch with turntable manufacturers, and some have expressed an interest in making sure they are compatible with Tiny Vinyl,” Kohler told Ars. But that is likely contingent on the format selling in big numbers.

All aboard the Tiny Vinyl train

“We will make Tiny Vinyl for anyone, any artist or label that brings us music they have the rights to, and they can distribute that however they want,” Kohler told Ars. “Some people are using their own direct-to-consumer websites. Some other artists are doing it on tour, at merch tables. There is a Lindsay Sterling title that was the first Tiny Vinyl that was available at retail at Urban Outfitters.”

But for now, the big push is with the upcoming launch with Target, and so far, existing collectors are curious.

A sampling of the first batch of records. Credit: Chris Foresman

“I absolutely adore these 4-inch records,” Christina Stroven, an avid record collector from Arkansas, told Ars. “I think they’ll be super fun to collect and bring back all of the nostalgia of the cassette singles from the ’80s and ’90s,” she said, noting that she has over 1,500 records in her collection already.

“It is nice to have another format that still works on my turntable. I will for sure be picking up the Alessia Cara ‘Here’/’Scars To Your Beautiful’ single and The Rolling Stones and Kasey Musgraves, too.” Stroven said.

“I’ve already pre-ordered two Tiny Vinyl records,” Fred Whitacre Jr, a teacher, drummer, and record collector from Warren, Ohio, said. “But, I don’t think it’s something I’m going to delve very heavily into. I always like when vinyl pressings try something new, but for me, I’m probably going to stick with LPs and 45s.”

For Tiny Vinyl, this is really just the beginning. “This launch is being driven by Target,” Kohler noted. “It’s mostly because of my background in the toy industry. When I talked to the management team at Target, they said, ‘You know, let’s try and do something here, and we’ll help organize the labels.’”

Target already has relationships with major record labels, which have supplied the company with exclusive album variants in the past. “Really, the labels are supplying what Target is asking for, and we’re supplying the labels,” Kohler said.

And all this is to help establish Tiny Vinyl as a standard format. “We just wanted to get the ball rolling and make sure this is a success,” Kohler added. “We’ve been contacted by Barnes and Noble, and Walmart, and Best Buy, and other retailers. But Target jumped in with both feet.”

What does Crosley think about a new, potentially competing small vinyl format?

“I’m glad they’re doing it,” Scott Bingaman, owner of Crosley distributor Deer Park Distributors. “We’re still working on some great Record Store Day releases for 3-inch vinyl, but I’m rooting for these guys. I understand you have to pick a channel, and they went with the one that was most willing to step up. I hope distribution widens up because for me the definition of success is kids standing in line overnight at a record store, getting physical media.”

And will independent labels consider the format despite its relatively high price? That may depend on the audience.

Revelation Records, which specializes in hardcore and punk music, has a catalog that stretches back into the early days of straight edge and New York hardcore from the late ’80s. Founder Jordan Cooper thinks the format sounds interesting.

“This is still in the novelty realm, obviously, but seems like it could be a good merch item for bands to do,” he told Ars.

The vast majority of records sold are 12-inch LPs, but in the punk and indie scenes, a 7-inch EP is usually a cheaper way to get typically two to four songs to fans. A 4-inch single limits that to two relatively short songs, but again, the size and novelty factor could attract some buyers.

“I think as a fan, if I saw a band and song or two I liked on one of these, I might be motivated to pick it up,” Cooper said. “The price is really high for what you get, but at the same time, even 7-inches are pushing up over $10 now.”

Reminds one of a stack of CDs. Credit: Chris Foresman

With production capacity at full blast for the rollout with Target, though, Tiny Vinyl currently requires a minimum order of 2,000 units. That just isn’t financially feasible unless a band already has a large enough fan base to support it.

“Three-inch records are kind of a gimmick, and I feel the same about this format,” Carl Zenobi, owner of small, Pennsylvania-based indie label Powertone Records, told Ars. “I could see younger music fans seeing this at a merch table and thinking it’s cool, so that would be a plus if it draws younger fans into record collecting.”

“But from my reading, this is meant for bigger artists on major labels and not independent artists,” Zenobi said. Powertone has sold several short-run 3-inch lathe-cut releases in the past couple years, but quantities are typically in the dozens.

“For me and the artists I work with, we would be looking at 100 to maybe 300 units,” Zenobi explained. “For the amount of money that 2,000 units would likely cost, you might as well have a full LP pressed!”

Still, some artists have already had early success with the format. Alt-country-folk duo The Band Loula, who recently signed with Warner Nashville in 2024, has only released a handful of singles so far, primarily via streaming. But the group decided to try Tiny Vinyl for their songs “Running Off The Angels” and “Can’t Please ’Em All” earlier this year.

“We heard about Tiny Vinyl through our manager, and we thought it was a great idea since we’re still in more of a single release strategy,” Malachi Mills, one-half of The Band Loula, told Ars.

The band just got off a 34-show tour with country star Dierks Bentley that kicked off in May, and with nowhere near enough songs for an album, they decided to make a Tiny Vinyl to take on tour.

“We don’t have an album, but we have a few singles, so we said, ‘Let’s take our two favorite songs and put them on there,’” Mills said. We sell them for $15 at our merch booth, and for people that don’t have enough money to buy a shirt, they can still walk away with something really cool.”

“We’re a new band, the opening act, so I think people are still catching on to our merchandise,” Logan Simmons, The Band Loula’s other singer-songwriter half, explained. “People are definitely using the Tiny Vinyl to kind of capture a moment in time. Everybody wants us to sign them, and some fans told us they want to frame it, to frame the vinyl itself.”

“We watched our sales grow every night, and every date we played it felt like we were receiving more and more positive feedback,” Simmons said. “I think the Tiny Vinyl definitely had something to do with that.”

Overall, the band—and its fans—seem pleased with the results so far. “We’re also excited to see how they sell in different forums—we think they’ll sell even better in clubs and theaters,” Mills said. “As long as people keep buying them, we’ll keep making them. It sounds great, and seeing that tiny little thing on a full-size record player, you just think, ‘That’s really cool, man,’”

Here is where some of the differences in approach give Tiny Vinyl an advantage for record labels and bands to produce something to get into fans’ hands. Three-inch vinyl started as a kitschy toy for Japanese youth, and the format is only made by Toyokasei in Japan in partnership with Record Store Day. That means releases are limited to what can be pressed by Toyokasei and marketed by RSD.

Tiny Vinyl, on the other hand, has access to all of GZ Media’s pressing plants in Europe, the US, and Canada. So there is capacity to meet the demands of both independent and major labels.

But like The Band Loula discovered, Tiny Vinyl also aligns more with how artists are releasing music.

“A lot of data was supporting a surge in vinyl sales over the last 10 years,” Kohler explained. “So we really wanted to capture something that made vinyl a lot more digestible for the typical listener. I mean, I love vinyl. I grew up playing Dark Side of the Moon for like two weeks at a time, right? But few people are listening to a 12-inch vinyl from start to finish anymore. They’re listening to Spotify for 10 seconds and then they’re moving on.”

“So artists today, they don’t have to wait to accumulate, to write, produce, and master 10 or 12 songs to be able to start getting vinyl into the marketplace,” Coker said. “If they’ve got one or two, they’re good to go, and this format is much more closely aligned to the way most artists are releasing music into the marketplace, which gives vinyl a vibrancy and an immediacy and a relevance that sometimes is difficult to be able to keep together in a 12-inch format.”

Another consideration for artists is getting sales recognition, which is something all Tiny Vinyl releases will have, whereas many independent releases do not. “I think a really important piece is that Tiny Vinyl charts,” Mann said. “It is tracked through Luminate to make sure that it hits the Billboard charts.”

Vinyl Format Comparison

3” single Tiny Vinyl single 7” 45 rpm single 12” 33 rpm LP
Size (jacket area) 3.75×3.75in 95x95mm 4.25×4.25in 108x108mm 7.25×7.25in 184x184mm 12.25×12.25in 314x314mm
Weight (with cover) 0.80oz 22g 1.35oz 37g 2.00oz 56g 10.60oz 300g
Sides 1 2 2 2
Length (per side) ~2.5 min 4 min 6 min 23 min
Typical Cost $12 $15 $10–15 $25–35

Looking for adoption

Early signs are suggesting Tiny Vinyl has legs. “Rainbow Kitten Surprise, which is TV0002, they’re the first artist to release a second item with us,” Mann said. “Whereas we’ve had reorders for certain titles that sold really well, they’re the first artist that has had success in like a surprise-and-delight kind of way and then gone back to the well and were like, hey, we want to do this again.”

Though just over a dozen Tiny Vinyl records have been released in the wild so far, including titles from the likes of Derek and the Moonrocks, Melissa Etheridge, America’s Got Talent finalist Grace VanderWaal, and Blake Shelton, Target has over 40 titles lined up to start selling at the end of September. But interest has already grown beyond what’s already been announced.

Credit: Chris Foresman

“There are actually many in the process of manufacturing,” Kohler said. “TV0087 is in production, so while there are only a handful that are available for sale right now in the market, there’s a whole wave of new Tiny Vinyls coming.”

And Coker is convinced that independent labels and record stores will be more apt to embrace the format once it’s gotten some wings.

“In order to be able to give the format the broad adoption that we’ve been looking for, we had to assemble the ability to not only make these things but make them at scale, and then to get enough labels and enough artists attached to the project that we could launch a credible initial offering,” Coker said. “Tiny Vinyl, it’s still a baby, right? Giving it a chance to safely get launched into the world, where it can grow up and take whatever path that it takes is, I think, our job to try to be good parents, and help shepherd it through that process.”

Ultimately, fans will decide Tiny Vinyl’s fate. Whether it’s a resounding success or more of a collector niche like 3-inch vinyl remains to be seen. But Crosley’s Bingaman thinks even a little success is worth the effort.

“If it lasts one year or 10, it’s all about that kid walking into Target and getting that first piece of vinyl,” he said.

Tiny Vinyl is a new pocketable record format for the Spotify age Read More »

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What to expect (and not expect) from yet another September Apple event


An all-new iPhone variant, plus a long list of useful (if predictable) upgrades.

Apple’s next product announcement is coming soon. Credit: Apple

Apple’s next product announcement is coming soon. Credit: Apple

Apple’s next product event is happening on September 9, and while the company hasn’t technically dropped any hints about what’s coming, anyone with a working memory and a sense of object permanence can tell you that an Apple event in the month of September means next-generation iPhones.

Apple’s flagship phones have changed in mostly subtle ways since 2022’s iPhone 14 Pro added the Dynamic Island and 2023’s refreshes switched from Lightning to USB-C. Chips get gradually faster, cameras get gradually better, but Apple hasn’t done a seismic iPhone X-style rethinking of its phones since, well, 2017’s iPhone X.

The rumor mill thinks that Apple is working on a foldable iPhone—and such a device would certainly benefit from years of investment in the iPad—but if it’s coming, it probably won’t be this year. That doesn’t mean Apple is totally done iterating on the iPhone X-style design, though. Let’s run down what the most reliable rumors have said we’re getting.

The iPhone 17

Last year’s iPhone 16 Pro bumped the screen sizes from 6.1 and 6.7 inches to 6.3 and 6.9 inches. This year’s iPhone 17 will allegedly get a 6.3-inch screen with a high-refresh-rate ProMotion panel, but the iPhone Plus is said to be going away. Credit: Apple

Apple’s vanilla one-size-fits-most iPhone is always the centerpiece of the lineup, and this year’s iteration is expected to bring the typical batch of gradual iterative upgrades.

The screen will supposedly be the biggest beneficiary, upgrading from 6.1 inches to 6.3 inches (the same size as the current iPhone 16 Pro) and adding a high-refresh-rate ProMotion screen that has typically been reserved for the Pro phones. Apple is always careful not to add too many “Pro”-level features to the entry-level iPhones, but this one is probably overdue—even less-expensive Android phones like the Pixel 9a ship often ship with 90 Hz or 120 Hz screens at this point. It’s not clear whether that will also enable the always-on display feature that has also historically been exclusive to the iPhone Pro, but the fluidity upgrade will be nice regardless.

Aside from that, there aren’t many specific improvements we’ve seen reported on, but there are plenty we can comfortably guess at. Improved front- and rear-facing cameras and a new Apple A19-series chip with at least the 8GB of RAM needed to support Apple Intelligence are both pretty safe bets.

But there’s one thing we supposedly won’t get, which is a new large-sized iPhone Plus. That brings us to our next rumor.

The “iPhone Air”

For the last few years, every new iPhone launch has actually brought us four iPhones—a regular iPhone in two different sizes and an iPhone Pro with a better camera, better screen, faster chip, and other improvements in a regular size and a large size.

It’s the second size of the regular iPhone that has apparently given Apple some trouble. It made a couple of generations of “iPhone mini,” an attempt to address a small-but-vocal contingent of Phones Are Just Too Big These Days people that apparently didn’t sell well enough to continue making. That was replaced by the iPhone Plus, aimed at people who wanted a bigger screen but who weren’t ready to pay for an iPhone Pro Max.

The Plus phones at least gave the iPhone lineup a nice symmetry—two tiers of phone, with a regular one and a big one at each tier—but rumors suggest that the Plus phone is also going away this year. Like the iPhone mini before it, it apparently just wasn’t selling well enough to be worth the continued effort.

That brings us to this year’s fourth iPhone: Apple is supposedly planning to release an “iPhone Air,” which will weigh less than the regular iPhone and is said to be 5.5 or 6 mm thick, depending on who you ask (the iPhone 16 is 7.8 mm).

A 6.3-inch ProMotion display and A19-series chip are also expected to be a part of the iPhone Air, but rather than try to squeeze every feature of the iPhone 17 into a thinner phone, it sounds like the iPhone 17 Air will cater to people who are willing to give a few things up in the interest of getting a thinner and lighter device. It will reportedly have worse battery life than the regular iPhone and just a single-lens camera setup (though the 48 MP sensors Apple has switched to in recent iPhones do make it easier to “fake” optical zoom features than it used to be).

We don’t know anything about the pricing for any of these phones, but Bloomberg’s Mark Gurman suggests that the iPhone Air will be positioned between the regular iPhone and the iPhone Pro—more like the iPad lineup, where the Air is the mid-tier choice, and less like the Mac, where the Air is the entry-level laptop.

iPhone 17 Pro

Apple’s Pro iPhones are generally “the regular iPhone, but more,” and sometimes they’re “what all iPhones will look like in a couple of years, but available right now for people who will pay more for it.” The new ones seem set to continue in that vein.

The most radical change will apparently be on the back—Apple is said to be switching to an even larger camera array that stretches across the entire top-rear section of the phone, an arrangement you’ll occasionally see in some high-end Android phones (Google’s Pixel 10 is one). That larger camera bump will likely enable a few upgrades, including a switch from a 12 MP sensor for the telephoto zoom lens to a 48 MP sensor. And it will also be part of a more comprehensive metal-and-glass body that’s more of a departure from the glass-backed-slab design Apple has been using since the iPhone 12.

A 48MP telephoto sensor could increase the amount of pseudo-optical zoom that the iPhone can offer. The main iPhones will condense a 48 MP photo down to 12 MP when you’re in the regular shooting mode, binning pixels to improve image quality. For zoomed-in photos, it can just take a 12 MP section out of the middle of the 48 MP image—you lose the benefit of pixel binning, but you’re still getting a “native resolution” photo without blurry digital zoom. With a better sensor, Apple could do exactly the same thing with the telephoto lens.

Apple reportedly isn’t planning any changes to screen size this year—still 6.3 inches for the regular Pro and 6.9 inches for the Max. But they are said to be getting new “A19 Pro” series chips that are superior to the regular A19 processors (though in what way, exactly, we don’t yet know). But it could shrink the amount of screen space dedicated to the Dynamic Island.

New Apple Watches

Apple Watch Series 10

The Apple Watch Series 10 from 2024. Credit: Apple

New iPhone announcements are usually paired with new Apple Watch announcements, though if anything, the Watch has changed even less than the iPhone has over the last few years.

The Apple Watch Series 11 won’t be getting a screen size increase—the Series 10 bumped things up a smidge just last year, from 41 and 45 mm to 42 and 46 mm. But the screen will apparently have a higher maximum brightness—always useful for outdoor visibility—and there will be a modestly improved Apple S11 chip on the inside.

The entry-level Apple Watch SE is also apparently due for an upgrade. The current second-generation SE still uses an Apple S8 chip, and Apple Watch Series 4-era 40 and 44 mm screens that don’t support always-on operation. In other words, there’s plenty that Apple could upgrade here without cannibalizing sales of the mainstream Series 11 watch.

Finally, after missing out on an update last year, Apple also reportedly plans to deliver a new Apple Watch Ultra, with the larger 46 mm screen from the Series 10/11 watches and the same updated S11 chip as the regular Apple Watch. The current Apple Watch Ultra 2 already has a brighter screen than the Series 10—3,000 nits, up from 2,000—so it’s not clear whether the Apple Watch Ultra 3’s screen would also get brighter or if the Series 11’s screen is just getting a brightness boost to match what the Ultra can do.

Smart home, TV, and audio

Though iPhones and Apple Watches are usually a lock for a September event, other products and accessory updates are also possible.

Of these, the most high-profile is probably a refresh for the Apple TV 4K streaming box, which would be its first update in three years. Rumors suggest that the main upgrade for a new model would be an Apple A17 Pro chip, introduced for the iPhone 15 Pro and also used in the iPad mini 7. The A17 Pro is paired with 8GB of RAM, which makes it Apple’s smallest and cheapest chip that’s capable of Apple Intelligence. Apple hasn’t done anything with Apple Intelligence on the Apple TV directly, but to date, that has been partly because none of the hardware is capable of it.

Also in the “possible but not guaranteed” column: new high-end AirPods Pro, the first-ever internal update to 2020’s HomePod Mini speaker, a new AirTag location tracker, and a straightforward internals-only refresh of the Vision Pro headset. Any, all, or none of these could break cover at the event next week, but Gurman claims they’re all “coming soon.”

New software updates

Devices running Apple’s latest beta operating systems. Credit: Apple

We know most of what there is to know about iOS 26, iPadOS 26, macOS 26, and Apple’s other software updates this year, thanks to a three-month-old WWDC presentation and months of public beta testing. There might be a feature or two exclusive to the newest iPhones, but that sort of thing is usually camera-related and usually pretty minor.

The main thing to expect will be release dates for the final versions of all of the updates. Apple usually releases a near-final release candidate build on the day of the presentation, gives developers a week or so to finalize and submit their updated apps for App Review, and then releases the updates after that. Expect to see them rolled out to everyone sometime the week of September 15th (though an earlier release is always a possibility).

What’s probably not happening

We’d be surprised to see anything related to the Mac or the iPad at the event next week, even though several models are in a window where the timing is about right for an Apple M5 refresh.

Macs and iPads have shared the stage with the iPhone before, but in more recent years, Apple has held these refreshes back for another, smaller event later in October or November. If Apple has new MacBook Pro or iPad Pro models slated for 2025, we’d expect to see them in a month or two.

Photo of Andrew Cunningham

Andrew is a Senior Technology Reporter at Ars Technica, with a focus on consumer tech including computer hardware and in-depth reviews of operating systems like Windows and macOS. Andrew lives in Philadelphia and co-hosts a weekly book podcast called Overdue.

What to expect (and not expect) from yet another September Apple event Read More »

ignoring-trump-threats,-europe-hits-google-with-2.95b-euro-fine-for-adtech-monopoly

Ignoring Trump threats, Europe hits Google with 2.95B euro fine for adtech monopoly

Google may have escaped the most serious consequences in its most recent antitrust fight with the US Department of Justice (DOJ), but the European Union is still gunning for the search giant. After a brief delay, the European Commission has announced a substantial 2.95 billion euro ($3.45 billion) fine relating to Google’s anti-competitive advertising practices. This is not Google’s first big fine in the EU, and it probably won’t be the last, but it’s the first time European leaders could face blowback from the US government for going after Big Tech.

The case stems from a complaint made by the European Publishers Council in 2021. The ensuing EU investigation determined that Google illegally preferenced its own ad display services, which made its Google Ad Exchange (AdX) marketplace more important in the European ad space. As a result, the competition says Google was able to charge higher fees for its service, standing in the way of fair competition since at least 2014.

A $3.45 billion fine would be a staggering amount for most firms, but Google’s earnings have never been higher. In Q2 2025, Google had net earnings of over $28 billion on almost $100 billion in revenue. The European Commission isn’t stopping with financial penalties, though. Google has also been ordered to end its anti-competitive advertising practices and submit a plan for doing so within 60 days.

“Google must now come forward with a serious remedy to address its conflicts of interest, and if it fails to do so, we will not hesitate to impose strong remedies,” said European Commission Executive Vice President Teresa Ribera. “Digital markets exist to serve people and must be grounded in trust and fairness. And when markets fail, public institutions must act to prevent dominant players from abusing their power.”

Europe alleges Google’s control of AdX allowed it to overcharge and stymie competition.

Credit: European Commission

Europe alleges Google’s control of AdX allowed it to overcharge and stymie competition. Credit: European Commission

Google will not accept the ruling as it currently stands—company leadership believes that the commission’s decision is wrong, and they plan to appeal. “[The decision] imposes an unjustified fine and requires changes that will hurt thousands of European businesses by making it harder for them to make money,” said Google’s head of regulatory affairs, Lee-Anne Mulholland.

Harsh rhetoric from US

Since returning to the presidency, Donald Trump has taken a renewed interest in defending Big Tech, likely spurred by political support from heavyweights in AI and cryptocurrency. The administration has imposed hefty tariffs on Europe, and Trump recently admonished the EU for plans to place limits on the conduct of US technology firms. That hasn’t stopped the administration from putting US tech through the wringer at home, though. After publicly lambasting Intel’s CEO and threatening to withhold CHIPS and Science Act funding, the company granted the US government a 10 percent ownership stake.

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Lenovo demos laptop with a screen you can swivel into portrait mode

Underneath the rotating panel is a “soft, felt-covered backplate,” PCMag reported. I can see this being jarring in a real computer. The textures of felt or other fabrics are uncommon on machines and can result in this part of the computer standing out in an unwelcome fashion. The black felt, however, could eventually fade into the background, depending on the user’s perception.

Lenovo suggested that people could use the felt space to place a smartphone for mirroring with the PC via its Software Connect software; however, that feature requires a Lenovo Motorola phone.

Lenovo suggested other potential use cases for the unique screen in its press release, including “split-screen multitasking, displaying code, and reviewing documents.”

Lenovo’s latest concept laptop continues the OEM’s yearslong exploration of PC screens that adapt to the different ways that people use PCs. I’m skeptical about the use of felt in a laptop, which would likely be thousands of dollars if ever released as a consumer product. A laptop like the VertiFlex would also have to prove that it has a durable pivoting point and can support a lot of spinning over years of use. Still, Lenovo is contemplating ways to offer versatile screens without relying on bending, warping OLED screens that can suffer from reflections, glare, visible creases, or clunky motors.

For those who like to see laptop screen display ideas that don’t rely on bendy OLED, the VertiFlex is the type of concept that makes you wonder why we haven’t seen it earlier.

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