Apple should be worth $1 trillion, Wall Street analyst claims

Drexel Hamilton analyst Brian White thinks Apple is among “the most underappreciated stocks in the world,” and claims it should be worth $1 trillion within the year. He gave AAPL a price target of $202, an increase of roughly 35 percent on its current value — which would drive it up to the 1.06 trillion mark. As […]

(via Cult of Mac – Tech and culture through an Apple lens)

New Apple Watch Activity Challenge discovered ahead of Mother’s Day

Apple will run its next special Activity Challenge for Apple Watch owners on Mother’s Day, which takes place on Sunday, May 14. Like with Earth Day or New Years, Watch users will be able to earn a special achievement medal and iMessage sticker (shown above).

The challenge won’t be visible in the Activity app on the iPhone until Friday, although we have found backend references to it in the iOS code. Here’s what you will have to do if you want to earn the reward …


Opinion: HomeKit is great fun for techies but not yet ready for the mass market

As regular readers may recall, I’m a long-time user of home automation technology who made the decision to go all-in on HomeKit in the new year. I only waited that long because it takes a bit of time to get UK-compatible versions of quite a lot of devices.

I’ve been documenting the process in my Smart Home Diary series. For me, as a gadget lover, it’s been a no-brainer.

But even for a techie, it hasn’t all been plain sailing. There have been some irritations, and there is definite scope for improvement. Having had time to reflect on the transition and the experience, I’m concluding that while HomeKit is great fun for techies, it’s not quite ready for the mass-market …


Apple offers extended three year repair program for iPad Pro Smart Keyboards w/ sticking keys & other ‘functional’ issues

Apple has launched a new extended repair program for its Smart Keyboard for iPad Pro, allowing customers experiencing certain issues with the product to receive repairs or replacements from Apple for three years after the device is purchased. Apple informed its retail staff and authorized service providers of the new policy in an internal memo obtained by 9to5Mac (pictured below).


Apple’s Carnegie Library Store in Washington, DC to Respect Historic Context With Subtle Branding, Community Focus

Following a few reports from last year that centered upon Apple’s intent to restore the historic Carnegie Library in Washington D.C. and outfit it as a prime destination for Apple retail, the company has now shared a few renderings and details about the location with The Washington Post.

The location will be home to Apple’s new “Today at Apple” events, which will include concerts, art exhibitions, photography classes, coding sessions, and more. Still a retail location, Apple will generate customer interest in purchasing a new product through its Genius Grove, where users can get product assistance on a tree-lined sales floor. The Genius Grove will be located where the Carnegie Library’s book collection was previously housed.

What long ago were reading rooms would become places to browse and sample Apple products.

“This is a way of creating a reason to come to the store, to touch and feel our products, but also to have an engaging experience with someone who is passionate about the same thing,” said B.J. Siegel, Apple Retail’s senior design director.

One of Apple’s major intentions for the Carnegie Library location is to make its presence there subtle while restoring the building to its “original grandeur.” The Apple logo won’t be prominently featured on the sides of the Carnegie Library, and the company hopes that it will “take a little work to find the store’s signage and logo.” In the render below, the logo appears as small double signage flanking the main entrance to the building.

Carnegie Library is said to take on the history-focused renovations of previous Apple retail locations, including Apple Opéra in Paris and the upcoming location in Brooklyn. Although Apple plans a few changes to Carnegie Library, like a major new skylight above a central events area, the company’s intent to find and preserve historic landmarks beloved by a local community is “part and parcel to the experience Apple is trying to create,” according to Apple Retail senior design director B.J. Siegel.

Rather than plastering the buildings with the company’s logo, Apple’s designers say they will focus on restoring the building’s historic character. It can take a little work to find the store’s signage and logo — which is the point.

“For us, it wasn’t about coming in and leaving our mark,” Siegel said. “It was about bringing the history back out and respecting it.”

“We’ve discovered that big garish logos on historic buildings don’t work very well, so often we try to find more subtle ways to brand the building,” he added.

For its part, the Washington, D.C. government is on Apple’s side, with mayor Muriel E. Bowser stating that Apple’s location in Carnegie Library “could link D.C.’s rich history to our continued economic renaissance, will demonstrate the strength of our retail market, and will tell companies across the globe that the District is open for business.” The Historical Society of Washington D.C. will remain in offices on the second floor of the building.

Later this evening, Apple is set to present its plans to the Advisory Neighborhood Commission in Washington, D.C., but the exact opening date for the Carnegie Library location has not yet been set.

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