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Apple sent out media invites for a Mac-centric event that will be held on next Thursday, October 27th at Apple’s Cupertino campus.

For the little story, the last time Apple used ‘hello again’ was to introduce the first iMac in 1998. If Apple thinks it’s that important again, it could be big!

Apple Inc. has drastically scaled back its automotive ambitions, leading to hundreds of job cuts and a new direction that, for now, no longer includes building its own car, according to people familiar with the project.

Cook, who was visiting Japan for the first time as CEO, said Apple will open a research and development base in Yokohama, near Tokyo, later this year. The facility – the first of its kind outside the U.S. – will develop new component technologies. Cook described it as a center for “deep engineering” and said it will be “very different” from the R&D base Apple plans to build in China.

The entire worldwide macOS and iOS support staff is only 50 employees. While no firm numbers of tech calls were given, 27 percent of the PC tickets generated by employees required a desk-side visit by IT staff, and only 5 percent of the Mac tickets needed personal assistance.

Who would have thought that!

Apple’s retail chief Angela Ahrendts has spent the past two years revamping the technology company’s retail stores, where it sells iPhones, iPads, Macs, and Watches. That’s no small business—there are nearly 500 Apple stores worldwide, and retail sales are responsible for some 18% of the company’s sales.

iPhone people, it’s your turn. Ask yourself: Why do I have an iPhone? Is it because of its software, services and privacy policies? Or is it because it’s a very good phone for things like Google Maps, Gmail, Spotify and Facebook Messenger? If you’ve answered yes to the latter, the Pixel may be for you, too.

Over the past five years, Apple’s modem supplier was Qualcomm, but this year, Apple has taken a different approach with the decision to source two instead of one baseband chipset suppliers: Qualcomm and Intel.

We’ve got some tips to make sure it’s easy to do. There comes a time in every Mac’s life when it’s time to say goodbye. Maybe it’s time to move up to a new model.

Be ready for next week!

Apple plans to discontinue the 11-inch MacBook Air model, though it will keep the 13-inch model on the market. There has been doubt surrounding the fate of the MacBook Air lineup since the introduction of the 12-inch MacBook, but Apple reportedly wants to simply direct its attention to the 13-inch Air, not the 11-inch variant. The 11-inch MacBook Air is expected to be discontinued when the new MacBook Pros are announced.

Apple has been developing multiple new Mac products, including a redesigned MacBook Pro, faster iMac, and an updated MacBook Air with new ports.

Late yesterday Apple filed a trademark infringement cases against Mobile Star LLC for selling counterfeit power products such as power adapters and charging cables through Amazon.com. Apple believes these counterfeit products could lead to fires and are therefore a risk to the public.

Apple’s product launches are notoriously secretive, but the Cupertino, California tech giant is sure to do one thing ahead of a big reveal: file trademark paperwork in Jamaica.

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Let me add here a note about something that’s been bothering me for months: the notion that Apple is going to do something “special” next year to commemorate the iPhone’s 10th anniversary. I would wager heavily that they won’t.