Apple CEO Tim Cook also announced a new feature will allow people to log into apps and other services with an Apple ID instead of relying on similar sign-in options from Facebook and Google.

By Ian Horswill


Posted on June 4, 2019

Apple has unveiled a new US$6,000 Mac Pro desktop computer design, featuring a boxy exterior, 28-core Intel Xeon processor and an Afterburner movie-editing graphics card at the annual Worldwide Developer Conference (WWDC) in San Jose, California.

Apple’s new Mac Pro has a chassis similar to the mid-2000s Power Mac G5, Extreme Tech reported.

Instead of the “mesh” front, Apple’s new Mac Pro has a lattice of larger holes in the exterior stainless steel casing that’s causing a social media storm as it resembles a kitchen grater. On top are two handles for hauling the beast around, and there’s another hidden handle that flips up to allow removal of the metal case cover.

In addition, Apple chief executive Tim Cook, in a keynote address at the technology giant’s annual conference, revealed details of Apple’s new iOS 13 software, AP reported.

Cook said it will feature a Dark Mode (the Sleep Mode in iMacs), with new ways to browse and edit photos, sign in to apps and websites, and navigate the world with an all-new map.

The new feature will allow people to log into apps and other services with an Apple ID instead of relying on similar sign-in options from Facebook and Google — two companies that mine data to sell advertising. Apple said it will not collect tracking information about users from the service.

As part of that feature, Apple will also let users mask their true email addresses when signing into apps and services. That will involve faux email addresses that automatically forward to the user’s personal email. When the next version of the iPhone software comes out, Apple is also promising to give people the option of limiting the time apps can follow their locations and prevent tracking through Bluetooth and wi-fi signals.

Apple executives also claimed that iOS 13 will open apps faster and its new Face ID system will unlock your phone 30 per cent faster. The software will also introduce more artificial intelligence (AI) to enable Apple’s digital assistant, Siri, to speak more like a human and automatically tackle even more tasks. These will include reading incoming messages out loud as Apple tries to catch up to the digital assistants made by Google and Amazon.

Apple’s improvements in AI also hatched a new photo-management tool that picks out the best photos taken on a certain day or in an entire month or year.

The revisions are part of Apple’s ongoing attempts to differentiate itself from other technology giants, many of whom offer free services in exchange for personal data such as location and personal interests, which in turn fuels the advertising that generates most of their revenue.

Apple, in contrast, makes virtually all its money selling devices and services, making it easier for Cook to embrace “privacy is a fundamental human right” as one of the company’s battle cries in an age of increasingly intrusive technology.

Although still popular, the iPhone is no longer reliably driving Apple’s profits the way it has for the past decade. Sales have fallen sharply for the past two quarters and could suffer another blow if China’s government targets the iPhone in retaliation for the trade war being waged by the US Government.

Other potential problems looming for Apple are regulatory complaints and a consumer lawsuit charging that Apple has been abusing the power of its iPhone App Store to thwart competition and gouge smaller technology companies that rely on it to attract users and sell their services.

Apple is trying to adapt by squeezing money from digital services tailored for the more than 900 million iPhones currently in use. The transition includes a Netflix-like video service that Apple teased in March and thrust to centre stage at WWDC with a preview of one of the new series For All Mankind, to be released in the American autumn.

Apple Maps will get the biggest makeover of any of the company’s built-in apps. Beginning with iOS 13 the maps will include granular street and place data that Apple says it collected with street and aerial footage — tactics its largest mobile app rival Google has been using for years.

Apple also unveiled several new apps for its smartwatch, including independent apps that don’t rely on the iPhone, in another sign of the company’s determination to reduce its dependence on that product. The App Store will be available on the watch, making it possible for people to find and download apps — expanding the availability of purchases that generate commissions for Apple.

The iPad will also get its own OS instead of piggybacking on the iPhone software as Apple tries to cater to consumers who would like the tablet to do more of the things a laptop can do.

In its laptop and desktop businesses, Apple is breaking up its iTunes software for computers into three apps: Apple Music, Apple Podcasts and Apple TV. Apple debuted iTunes 16 years ago to sell and manage digital music for the iPod, which paved the way for the iPhone.

Apple has already reduced the emphasis on iTunes on the iPhone and iPad and will do the same on the Mac later this year. iTunes will still be available on Macs using older versions of the operating system, as well on all machines running on Microsoft Windows.