Author

Marcus Mendes is a Brazilian tech podcaster and journalist who has been closely following Apple since the mid-2000s.

He began covering Apple news in Brazilian media in 2012 and later broadened his focus to the wider tech industry, hosting a daily podcast for seven years.

Today, Marcus co-hosts several tech-focused shows at Gigahertz FM, a Brazilian podcast network he co-founded in 2022 with 9to5Mac’s own Guilherme Rambo. Outside of Gigahertz FM, he also hosts IA Sob Controle, a podcast featuring in-depth interviews and news about artificial intelligence.

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Pretend you’re Phil Schiller: would you let Fortnite back on the App Store?

If you closely follow Apple’s inner workings (and since you’re here, I’m guessing you do), you know Phil Schiller has always been known for his unrelenting and fierce protectiveness of Apple and the App Store.

This is why perhaps the most surprising aspect of Judge Yvonne Gonzalez Rogers’s recent scathing order to Apple in the Epic Games case was how Schiller emerged as the uncompromising good cop within the circular walls of Apple Park.

But here’s the thing: outwardly, Schiller is still Schiller.

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Apple still the world’s most valuable brand, per new Kantar report

Apple Park | AAPL (9to5Mac image)

Going on 20 years now, Kantar has released its BrandZ Most Valuable Global Brands report, which combines financial data with consumer perception metrics to find the world’s 100 most valuable brands.

In a year in which the total value of the Top 100 reached an all-time high of $10.7 trillion (a 29% jump from last year), Apple has once again led the pack.

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SmartGym: major update adds custom goals, live heart rate tracking and even more personalization

SmartGym May 2025 update

As I mentioned recently, SmartGym has become one of my favorite apps.

Anyone who uses it as a workout companion can easily see why it was named Apple Watch App of the Year in 2023, chosen as a finalist for the Apple Design Awards, and recently featured by Apple as one of the best apps optimized for iOS 18.

Now, the app just got even better, with its biggest update yet.

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Apple Intelligence: Three features Apple needs to copy from the competition

Considering the host of AI features Apple promised at last year’s WWDC, here we are one year later, and the company seems even further behind the competition than it did last June.

To call the Apple Intelligence rollout a blunder is quite an understatement. However, I am hopeful that in a few weeks, we might see a few new features (or maybe concepts of a plan) that may actually make it feel like the company might catch up:

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Apple Maps now highlights expert-rated restaurants, hotels, and more in the U.S.

New Apple Maps interface with Michelin distinctions.

Starting today, Apple Maps users in the U.S. will be able to search for and view restaurants and hotels with MICHELIN Guide distinctions, including MICHELIN Stars, Green Stars, Bib Gourmand restaurants, and Key-rated hotels.

Apple is also bringing curated content and rankings from The Infatuation and Golf Digest to Maps “soon,” with more sources planned for the future.

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Brazilian antitrust regulator upholds order against Apple over App Store restrictions

Apple Brazil App Store

Today, Brazilian antitrust regulator CADE voted unanimously to maintain a provisional measure issued last week requiring Apple to loosen restrictions on how iOS developers offer services and handle payments in their apps.

The measure stems from an investigation launched in 2022 following a complaint by Latin American e-commerce giant Mercado Libre.

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Knife Edge: Chasing Michelin Stars” promo image

‘Knife Edge: Chasing Michelin Stars,’ is a new Apple TV+ docuseries from Gordon Ramsay’s studio

If you are into culinary shows (we all have our guilty pleasures, right?), you’ve probably already watched Omnivore, an Apple TV+ docuseries that explores different ingredients from various ethnographies.

Outside of Apple TV+, you might have also watched FX’s The Bear, which explores the overwhelming pressure of the impossible pursuit of perfection.

What happens if you mix the two? We’ll most likely find out soon enough.

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PayPal starts rolling out direct tap-to-pay support for iPhone users in Europe

PayPal tap to pay

Since the DMA took effect in Europe, Apple has been forced to loosen its grip by allowing third-party access to its platforms, devices, and operating systems.

One key example is the iPhone’s NFC chip, which was once locked to Apple Pay but is now required to support third-party payment providers. It took longer than one would have guessed, but now PayPal is taking advantage of this wider access.

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New Apple AI model generates 3D scenes from just three images

Apple Vision Pro displays

Apple’s Machine Learning team, in collaboration with researchers from Nanjing University and The Hong Kong University of Science and Technology, has announced an interesting 3D AI model called Matrix3D.

This so-called Large Photogrammetry Model is able to reconstruct 3D objects and scenes from just a few 2D photos, but with a big difference from current pipelines. Here’s why this is a big deal.

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Galaxy S25 Edge: how does it compare to the rumored iPhone 17 Air?

Galaxy S25 Edge side by side with an iPhone 17 Air mockup.

If the latest reports are correct, Apple is just a few months away from announcing its thinnest iPhone ever. The so‑called iPhone 17 Air is expected to be just 5.5 mm thick, feature a 6.6‑inch OLED display, and replace the iPhone 16 Plus in this year’s lineup.

So, naturally, Samsung has just announced an ultra‑thin phone of its own.

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The mystery of disappearing iPhone audio messages

Tapbacks iOS 18 Messages app

If you have never listened to PJ Vogt’s Search Engine podcast, you are missing out. Vogt is one of the most inquisitive minds out there. He can turn any seemingly inane fact into an intricate story that often leads to unexpected places.

Recently, he came across a strange fact: iPhone audio messages mentioning the name of a specific restaurant chain wouldn’t get delivered. He set out to find out why, and he did it. Sort of.

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Apple’s smart glasses might run on this AI model

Apple Glasses concept

For the past few months, there have been plenty of rumors and reports about Apple’s plans to release AI-enabled wearables. Currently, it looks like Apple’s direct competitors to the Meta Ray-Bans will be launched around 2027, alongside AirPods with cameras, which will offer their own set of AI-enabled features.

While it might be too early to know what exactly they will look like, Apple has just offered a peek at how their AI might work.

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China sees 50% plunge in foreign-branded phone shipments in March

Chinese import tariffs | China seen on a desktop globe

To say that Apple has been struggling in the Chinese market is an understatement. Including the most recent fiscal quarter, in which the company reported a 2% year-over-year revenue drop in the country, Apple has seen its numbers stay in the green for only three of the last twelve fiscal quarters. That includes an 11% drop in Q1 2025 and a whopping 13% drop in Q1 2024.

When it comes to the smartphone market, however, Apple isn’t the only non-Chinese company that’s been having it rough.

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