SCROLL NEWS / DISCOVERY
Search headlines
Find the stories shaping the conversation.
Results for " apple " 4,523 found 🔀 AI-powered Shuffle
Apple fans slam leaked design of new iPhone Ultra: 'The worst of both worlds'
Here's How Apple's Folding iPhone Could Stand Apart
The so-called "iPhone Ultra" might dodge the problems of other book-style foldable phones with a hybrid iPhone-iPad interface.
iPhone Ultra Leak: Why Apple’s 4.5mm Foldable Design Changes Everything
Leaked iPhone Ultra design details reveal a record 4.5mm thickness, creaseless 7.8" display, and A20 chip. Coming later this year.
As Tim Cook steps down, Apple hit record sales — but a chip shortage looms
Cook warned that Apple is facing supply chain headwinds from RAMaggedon that could impact its business.
Good Luck Getting a Mac Mini for the Next ‘Several Months’
Apple CEO Tim Cook told analysts that AI adoption has happened faster than expected.
Apple was surprised by AI-driven demand for Macs
Apple said it will be supply-constrained on Mac mini, Studio, and Neo in the next quarter, too.
Apple Expects 'Significantly Higher Memory Costs' in June Quarter and Beyond
Apple had higher memory costs during the March quarter, and the impact is expected to get worse as the year goes on. Apple CEO Tim Cook said that Apple is expecting "significantly higher memory costs" in the June quarter, and beyond June, memory costs will "drive an increasing impact" on Apple's business. Cook said the higher memory costs have been partially offset because the company is selling existing inventory that it has stockpiled.
Porsche Is Bringing Back The Iconic Apple Livery—And It Looks Perfect
The one-time Apple design will make its racing debut this weekend.
Apple just released new AirPods Pro 3 firmware update
Apple has just released brand new firmware for users of AirPods Pro 3. Here are the details on what to expect.
Apple TV has three fan-favorite sci-fi shows returning this summer
Apple TV is assembling a packed summer lineup, including several fan-favorite sci-fi series that are returning soon.
Apple execs to talk China and tariffs, but will avoid discussing foldable iPhone, per bettors on Kalshi
Apple is set to report earnings after the bell on Thursday, with its conference call scheduled for 5:00 pm ET.
'The Goblins Came Back to Haunt Us': OpenAI Explains How ChatGPT's 'Nerdy' Personality Got Out of Control
OpenAI is ready to talk about ChatGPT’s goblin obsession.
Porsche Penske to Run Apple Retro-Inspired Liveries at Laguna
Pair of Penske Porsche 963s to sport Apple rainbow colors from 1980 Porsche 935 K3...
Apple Business and the Illusion of Simplicity
Apple Business Manager simplifies device enrollment, but true security demands continuous governance and integrated endpoint management with BlackBerry UEM.
Jazz Fest part entertainment, part education
Many rooms across Hastings were classrooms as much as they were improvised concert spaces during the 22nd Annual Thornapple Arts Council (TAC) Jazz Festival. Kerry Moffit sat in the back of the bottom floor of the Green Street United Methodist Church in Hastings Friday morning, with his trumpet at his side, taking notes as the
Apple's AI Smart Glasses Likely to Support Hand Gesture Controls
Apple is developing a set of AI smart glasses to rival products like the Meta Ray-Bans, and MacRumors has learned a few more details about Apple's work on the device from an inside source. The AI glasses will include two cameras. A high-resolution camera will be included for capturing photos and videos that can be shared on social media and used like iPhone photos. A second lower-resolution wide-angle lens will read hand gestures and provide visual input for Siri.
Apple Has Given Up on the Vision Pro After M5 Refresh Flop
Apple has all but given up on the Vision Pro after the M5 model failed to revitalize interest in the device, MacRumors has learned. Apple updated the Vision Pro with a faster M5 chip and a more comfortable band in October 2025, but there were no other hardware changes, and consumers still weren't interested. The Vision Pro has been criticized for its high price tag and its uncomfortable weight.
PayPal's new CEO makes Venmo a standalone business unit as potential buyers circle
PayPal is betting that a new corporate structure can reignite growth at a company that has lost ground to Apple, Google and Stripe in the e-commerce battle.
Apple Has Likely Abandoned 'iPad Ultra' Plans
Apple has reportedly abandoned plans for a foldable "iPad Ultra" following years of disappointing sales performance for the iPad Pro. The claim predominantly comes from the Weibo leaker known as "Instant Digital," who posted the remark in response to a question about whether the iPad would join a rumored "Ultra" series of Apple devices.
How Apple (AAPL) Plans to Turn the iPhone Camera into an AI Tool
Tech giant Apple ($AAPL) is planning to turn the iPhone’s camera app into an AI tool as part of its upcoming iOS 27 update. Instead of keeping its Visual Intelligen...
Camera in iOS 27 to feature Siri mode with enhanced Visual Intelligence, per report
Apple is saving its big Siri upgrade for iOS 27’s reveal in June, and it sounds like one of the...
Apple Plans a Siri Camera Mode and Upgraded Visual AI in iOS 27
Apple Inc. is planning to embed artificial intelligence more deeply into the iPhone’s camera app, adding a new Siri mode alongside the standard photo and video options in its upcoming iOS 27 operating system.
Apple might ditch MagSafe on future iPhones, per bizarre rumor
MagSafe is a fan-favorite iPhone feature, but a bizarre rumor this week says Apple is apparently debating whether to remove...
Apple Reportedly Questioning Whether iPhone Should Drop MagSafe
A leaker claims Apple is currently embroiled in an internal debate over whether MagSafe should remain a standard iPhone feature. The Weibo leaker known as "Instant Digital" says that when MagSafe was first introduced, the mood inside Apple was reportedly aggressive about its expansion. MagSafe for the iPhone was introduced with the iPhone 12 lineup in 2020, bringing a ring of magnets to the back of the device for snap-on charging and accessory attachment.
John Ternus faces critical decisions on iPhone pricing and US manufacturing
Incoming Apple CEO John Ternus is going to be facing two critical decisions soon after he takes the helm, says...
Report: iPhone Memory Costs Set to Quadruple by 2027
Memory could account for as much as 45 percent of an iPhone's component costs by 2027, up from around 10 percent today, according to a JPMorgan analysis cited by the Financial Times ($). Apple buys memory for roughly 250 million iPhones a year and has historically been one of the largest customers in the category. But Apple has reportedly now gone from a position where it could set terms to one where it now has to compete with rivals for supply.
Court reverses pause on Epic Games ruling ahead of Apple’s Supreme Court bid
Epic convinced the Court of Appeals to reverse a decision that paused enforcement of a ruling requiring Apple to loosen certain App Store rules.
iOS 27 will reportedly come with new AI-powered photo editing tools
Apple will reportedly introduce new AI editing tools that will let users extend the background of photos, enhance image quality and reframe images.
Apple Readies Photo-Editing Overhaul With New AI Tools in iOS 27
Apple Inc. is planning a major overhaul of the built-in photo-editing features for the iPhone, iPad and Mac, leaning heavily on artificial intelligence to better compete with Android devices.
Apple Weather app down: What we know so far
The popular iOS weather app is reportedly down.
Apple Vision Pro Used in World-First Cataract Surgery
Apple's Vision Pro has hit another medical-use milestone, with a New York ophthalmologist becoming the first surgeon to perform cataract surgery using the spatial computing headset. Dr. Eric Rosenberg of SightMD completed the initial procedure in October 2025 and has since performed hundreds of additional cases using ScopeXR, a surgical platform he co-developed for Apple's mixed reality device.
Apple introduces a cheaper option for App Store subscriptions
Apple is adding a new subscription option that lets app developers offer lower monthly pricing in exchange for a 12-month commitment.
This 20th Anniversary iPhone rumor is speculative but persuasive
Former Apple design chief Jony Ive famously prioritized sleek aesthetics over almost everything else, and there was widespread agreement that...
20th Anniversary iPhone's 'Liquid Glass' Display to Make Bezels Vanish
Apple's 20th-anniversary iPhone will use a new type of curved screen technology that more effectively hides the display bezels from the user's line of sight for a purer viewing experience, claims a Chinese leaker. Apple is reportedly planning a radical redesign for the 20th-anniversary iPhone that could feature a display that curves around all four edges of the device.
Apple introduces monthly subscriptions with a 12-month commitment on the App Store
Developers can now set up and test monthly subscriptions with a 12-month commitment on the App Store, ahead of the public rollout nex month.
Apple’s new MacBook Ultra could be exactly what I’ve been wanting
Apple’s MacBook Pro overhaul might actually be a new model: MacBook Ultra. Here’s why it sounds like the exact model I’ve been wanting.
‘Star City’: The New ‘For All Mankind’ Spinoff, Explained
The new series will offer a different vision of the same timeline as the hit Apple TV+ drama.
iPhone Ultra and MacBook Ultra are coming this year, per report
A new report says Apple’s foldable iPhone and touchscreen MacBook Pro will be named ‘iPhone Ultra’ and ‘MacBook Ultra,’ respectively.
Major new Apple products get fresh updates: AR glasses and iPad Fold
This weekend Mark Gurman offered updates on two major new Apple products in the works: AR glasses and a foldable iPad.
Apple Planning to Launch Two New 'Ultra' Products in the Next Year
Apple has decided to market two of its new products over the next year as "Ultra" devices, Macworld reports. Citing sources familiar with the matter, the report claims that Apple's first foldable iPhone will be called the "iPhone Ultra". The device will become the highest end option in the lineup. The iPhone Ultra will not be considered part of the iPhone 18 iPhone lineup, despite arriving alongside the iPhone 18 Pro and iPhone 18 Pro Max.
Apple’s Liquid Glass UI Wasn’t A Random Choice, But A Stepping Stone Towards Introducing The Most Advanced Display Design Ever
A tipster says that the Liquid Glass UI from Apple could help introduce a more advanced display design carrying the same name
The Motorola Razr Fold's Big Moment Could Be Cut Short by the Apple Fold
In a clash of book-style foldable debuts, Motorola may have only a few months before Apple's reveal steals the spotlight.
Apple’s ‘Ultra’ roadmap confirmed: iPhone, MacBook, and more on the way
Macworld source reveals iPhone Ultra, MacBook Ultra coming soon.
Intel’s Budget Wildcat Lake Chip Beats Apple’s MacBook Neo by 27% in Multi-Core, Matches A18 Pro Single-Thread Performance
Intel Core 5 320, a Wildcat Lake CPU for budget laptops, has been tested, showcasing good numbers vs competition such as MacBook Neo.
OpenAI Building A Custom Smartphone Processor With Qualcomm and MediaTek, Targeting 300-400 Million Annual Smartphone Shipments to Dethrone Apple’s iPhone
OpenAI's strategy upends Apple's business model, which is all about milking revenue from its ecosystem of services built on smartphone apps.
iPhone 18 Pro Max Is Proof That Apple No Longer Believes Thicker Devices Are Aesthetically Unattractive, As Long As There Are Benefits
A thicker iPhone 18 Pro Max will bring various advantages to the table, as new details reveal the flagship’s dimensions and compared them to the iPhone 17 Pro Max
John Ternus, Apple’s new CEO, inherits a rebounding China business—and some messy headaches
Ternus must navigate a protectionist Washington, a prickly Beijing and a Chinese consumer less interested in foreign brands.
The long rumored foldable iPad may never see the light of day.
Apple has supposedly been working on a folding tablet since at least 2023. The rumored release has slipped from 2024, to 2026, to 2028, to 2029, and now, according to Mark Gurman, it might not happen at all. While it was a priority for incoming CEO John Ternus, its future is now in doubt: > Foldable iPad: Apple has been working on a roughly 20-inch foldable iPad. This device has been a Ternus priority but may end up being a wacky experiment that doesn’t see the light of day, according to several people who have worked on it.
John Ternus could borrow from Microsoft’s playbook to reinvigorate Apple
Microsoft recently announced something rather interesting – a voluntary employee buyout. In short, if your age and tenure at the...
Leaders come and go; companies rise and fall. In business, change is the constant.
While leadership changes don’t always go as hoped, history also shows they can work out well. In fact, Apple is arguably the epitome of what shareholders hope for.
5 Cheaper Android Smartwatch Alternatives To The Apple Watch In 2026
Cheaper Android alternatives to the Apple Watch include the Galaxy Watch 8, Pixel Watch 4, Fitbit Sense 2, OnePlus Watch 2R, and CMF Watch 3 Pro.
Apple’s Cook Gives Ternus a Pipeline of 10 Major New Product Categories
Also: John Ternus talks AI and services with employees.
Appleton area high school sports results for Saturday, April 25
High school baseball, softball, soccer, track and field, and tennis teams were in action.
Apple wanted to blow us away for the 20th anniversary of the iPhone, now it’s not so sure
The iPhone 20 Pro sounded so good. Now Apple might be forced to abandon the plan entirely.
Analysis: VAR frustration for Toffees
It isn't that long since Everton were in West Ham's position and fighting for Premier League survival - but now they are in the battle to secure European football next season and, particularly for that reason, this will have been a frustrating result. David Moyes' side have one of the best away records in the Premier League and it looked they would earn a point with Kiernan Dewsbury-Hall's late strike. Moments before Dewsbury-Hall equalised, the Toffees thought they had a penalty when the ball struck Mateus Fernandes' hand inside the box as he grappled with Thierno Barry.
The next iPad could sport a new naming scheme, thanks to new interview insight
It’s been well over a year since Apple debuted its last entry-level iPad, powered by the A16 chipset. The company...
14 Products Apple Is Saying Goodbye To In 2026
Apple trimmed its lineup again in 2026, cutting older iPhones, AirTags, and Macs. See what changed, support status, and what buyers should keep in mind.
Appleton area high school sports results for Friday, April 24
High school baseball, softball, track and field, soccer, golf and tennis teams were in action.
How Tim Cook made bigger iPhones a hit for Apple
Apple CEO Tim Cook led the charge to make iPhones bigger during his tenure, shifting from Steve Jobs' vision and adapting to market demands.
iOS 26.4.2: Apple Emergency iPhone Update Fixes Deleted Notification Bug
Apple has released a new iPhone update — that has taken many by surprise — to address a vulnerability that was recently exploited by the FBI.
iPhone 18 Pro Max design unit hands-on video shows 25% smaller Dynamic Island; variable aperture likely
Hands-on video of the iPhone 18 Pro Max dummy units reveal a 25% smaller Dynamic Island and a thicker camera array with larger lenses, hinting at the rumored variable aperture for the main 48MP camera. The iPhone 18 Pro Max appears boring next to iPhone Ultra/Fold, but this might be the biggest front upgrade for Apple's Pro iPhone since iPhone 14 Pro.
How did humanity end up underground in 'Silo'? Apple TV digs deep in new Season 3 teaser (video)
"Before we know how it all will end, we need to understand how it all began."
Chicagoans grapple with higher health insurance premiums
Health insurance premiums for Affordable Care Act plans have gone up about 25%, according to Illinois officials.
iPhone 18 Could Come With 12GB of RAM
Apple's standard iPhone 18 could feature 12GB of memory for the first time, according to analyst Dan Nystedt. In a new post on X, Nystedt said that the standard iPhone 18 will match the 12GB of RAM Apple gave the iPhone 17 Pro and iPhone 17 Pro Max last September. It would mark the first time the entry-level iPhone model has shipped with that much memory. This rumor making the rounds again, add 12GB of RAM.
Apple Wallet’s new Digital ID feature just added more ways to use it
Apple launched a new Digital ID feature in the Wallet app last fall, and now it can officially be used for age verification purposes.
Foldable 'iPhone Ultra' Could Be Missing These 5 Key Features Despite $2,000 Price Tag
Apple's first foldable iPhone, dubbed the "iPhone Ultra," could be missing at least five key features present on the iPhone 18 Pro models despite its $2,000 price point. Recent images of dummy models shared by Sonny Dickson and Vadim Yuryev seem to reveal two previously undiscussed missing features of the iPhone Ultra: MagSafe and the Action Button.
The Apple juggernaut and the AI roadblock
John Ternus will face innovation challenges that Tim Cook never had to
‘Widow’s Bay’ review: Apple TV horror comedy feels a little underbaked
While the new Apple TV series, premiering April 29, feels disjointed, there's still pleasure to be had, writes Moira Macdonald.
Marked-up Mac minis flood eBay amid shortages driven by AI
Apple’s sold-out Mac mini is spawning marked-up eBay listings as demand surges for the compact desktop, now favored for running local AI models and tools.
iPhone 18 rumored to get at least one new Pro-tier upgrade
Apple’s base model iPhone 18 will reportedly come with at least one new Pro-tier upgrade when it launches: 12GB of RAM.
Here's the next Apple Watch face coming in watchOS 26.5
There’s a new Apple Watch face that will be included in the upcoming watchOS 26.5 software update. Apple’s annual Pride...
20th Anniversary iPhone to Feature Custom 'Micro-Curved' OLED Panel
For its 20th-anniversary iPhone, Apple is tapping Samsung to produce a custom micro-curved OLED display that is brighter and thinner than existing panels, according to new supply chain information out of China. Apple is reportedly considering a radical redesign for the 20th-anniversary iPhone that could feature a completely bezel-less display that curves around all four edges of the device.
iPhone Evolution: Massive Leaks Reveal Apple’s Plan Through 2028
Massive leaks reveal Apple's iPhone plan through 2028. From the iPhone Fold and "Liquid Glass" design to the 200MP camera & more.
A career pivot took me from journalist to funeral celebrant
Mandy Appleyard harnessed her skills as a journalist and experience caring for her ailing mom to become a celebrant, specializing in funerals.
Tim Cook admits his biggest mistake and proudest moment as Apple CEO
The outgoing Apple CEO shared his thoughts on his best moments and one major failure.
iOS 26.4.2: Apple Fixes iPhone Flaw Used By FBI To Read Deleted Messages
Apple has released a new iPhone update — that has taken many by surprise — to address a vulnerability that was recently exploited by the FBI.
Apple Invites for iPhone adds 7 new features, including an iMessage app
Apple Invites has its second new version in as many months, adding seven new features. One key highlight is an...
Here's What's Coming in the 2026 Apple TV
There are a lot of folks waiting for a new version of the Apple TV because the set-top box hasn't been updated since 2022. There is an update coming this year, but people will need to wait a bit longer because Apple is holding the next Apple TV until the new version of Siri comes out this fall. Design Apple TV design updates don't happen often, and that's not changing in 2026.
Apple's M4 Mac mini, including the $599 one, is gradually becoming impossible to buy
Pending refresh? RAM shortage? AI agents? There are many possible explanations.
Apple M3 Ultra-Based Mac Studio Devices Now Going For As Much As $25,000 As Shortages Trigger A Buying Frenzy
The demand for Apple Macs is off the proverbial rocker right now, with certain versions of the Mac Studio commanding an insane premium.
iPhone 18 Pro Max may be thicker, iPhone Ultra dummy unit compared to iPad mini
Apple’s upcoming iPhone 18 Pro Max is expected to be thicker than the iPhone 17 Pro Max due to increased...
Tim Cook Calls Apple Maps Launch His 'First Really Big Mistake' as CEO
Outgoing Apple CEO Tim Cook has named the botched 2012 launch of Apple Maps as his "first really big mistake" in the role, according to a Bloomberg report covering the town hall meeting that was held Tuesday with his recently announced successor, John Ternus. The Maps app launched with mislabeled landmarks, faulty directions, and a user experience that fell well short of Google Maps at the time.
Latest iPhone 18 Pro Max Dummies Suggest Thicker Camera Plateau, More Protruding Lenses
Apple is expected to bring several camera enhancements to the iPhone 18 Pro models this year, but there have been no fixed rumors suggesting these upgrades will require measurable, visible changes to the device's rear camera plateau. And yet a new series of dummies suggests exactly that. iPhone 17 Pro dummy (left) vs.
Apple Maps was Tim Cook's biggest mistake
Speaking to employees, outgoing CEO Tim Cook talked about his time leading Apple, citing both the successes he is most proud of, and admitting to the one main failure.
Here's How the iPhone Ultra Compares to Other Apple Devices
With dummy models of Apple's rumored foldable iPhone now circulating, YouTube channel Max Tech's Vadim Yuryev has shared images and video of the book-style form factor compared to existing Apple devices, giving us a better idea of what to expect when it launches later this year. The foldable iPhone's inner display is said to have a 4:3 aspect ratio like an iPad, and it will have an iPad mini-sized OLED display when it's opened up.
Apple Patches iOS Flaw That Stored Deleted Signal Notifications in FBI Forensic Case
Apple fixes CVE-2026-28950 in iOS 26.4.2 after deleted notifications were retained, mitigating forensic data exposure.
A Previously Banned Apple Watch Health Feature Is Now Here to Stay
Apple has been embroiled in a six-year legal battle over one of its Apple Watch health apps. The end may finally be in sight, and here's what Apple has to say about it.
Base Mac Mini Sold Out From Apple Online Store
Apple appears to be sold out of the base Mac mini, and the machine is listed as “Currently Unavailable” from the Apple Online Store. The base Mac mini is the model with an M4 chip, 256GB of storage, and 16GB RAM. M4 Mac mini models with upgraded storage are still in stock, as are Mac mini models that are equipped with the M4 Pro chip. Configurations with 24GB RAM are also still available, but some models that use 32GB RAM or higher are out of stock.
Is tit-for-tat political gerrymandering the future of US politics?
Virginia voters delivered a major win to Democrats on Tuesday.A narrow majority voted to allow lawmakers to bypass the state's bipartisan redistricting commission. That means the Democratic-led legislature will create a map that’s more favorable to them in the midterms.It's the latest chapter in a redistricting saga that President Trump started last year, but is the tit-for-tat redistricting battle the future of US electoral politics?We speak with Democratic Virginia governor Abigail Spanberger to hear her perspective.For sponsor-free episodes of Consider This, sign up for Consider This+ via Apple Podcasts or at plus.npr.org.Email us at considerthis@npr.org.This episode was produced by Tyler Bartlam and Matt Ozug. It was edited by Tinbete Ermyas. Our executive producer is Sami Yenigun.
Tim Cook Regrets Maps Flub, Sees Apple Watch as His Proudest Work
Apple Inc. Chief Executive Officer Tim Cook, who plans to step down in a few months, cited the launch of Apple Maps on the iPhone in 2012 as his “first really big mistake” as the company’s boss.
The base model $599 Mac mini is now completely out of stock
The industry-wide supply chain issues continue to hit prospective Apple customers looking to buy new Macs. Today, the base model...
Apple rolls out iOS 26.4.2 to fix a flaw that allowed the FBI to access push notifications
The latest iOS update patches a security flaw that made deleted push notification data accessible on some iPhones and iPads.
Apple fixes bug that cops used to extract deleted chat messages from iPhones
The iPhone and iPad bug allowed law enforcement using forensic tools to read messages that had long been deleted by the Signal app.
iOS 26.4.2 Patches Flaw That Let FBI Extract Deleted Signal Messages
The iOS 26.4.2, iPadOS 26.4.2, iOS 18.7.8, and iPadOS 18.7.8 updates that Apple released today address a security vulnerability that the FBI recently used to extract Signal message previews from an iPhone even after the app was deleted. A flaw with notification services allowed notifications that were supposed to be deleted to be retained on an iPhone or iPad. Apple says it fixed the logging issue with improved data redaction.
Apple Releases iOS 26.4.2 and iPadOS 26.4.2 With Bug Fixes
Apple today released minor iOS 26.4.2 and iPadOS 26.4.2 software updates for the iPhone and iPad, respectively. The updates are available two weeks after Apple released iOS 26.4.1 and iPadOS 26.4.1. The new software can be downloaded on eligible iPhones and iPads over-the-air by going to Settings → General → Software Update. According to Apple's release notes, the software updates contain unspecified bug fixes and security updates.
Google teases Gemini-powered Siri upgrade during Cloud Next keynote
Apple’s upcoming Siri overhaul got a moment of stage time during Google’s Cloud Next ’26 opening keynote today. Google highlights...
iPhone 18’s new specs might bring subtle regressions to cut costs
Rumors about the base iPhone 18 indicate it could regress in minor ways to be more like Apple’s budget ‘e’ model.
Leaker shares iPhone 18 Pro’s new camera feature, plus future upgrades
Four new camera upgrades are reportedly in development at Apple, at least one of which is coming with iPhone 18 Pro and Pro Max.
Leaker: Apple to Downgrade iPhone 18 in Two Ways
Following the emergence of a rumor that Apple is planning to downgrade the iPhone 18 to cut costs, further detail has emerged suggesting that display and chip specifications will see downgrades. Earlier this week, the leaker known as "Fixed Focus Digital" said that the iPhone 18 features "certain manufacturing downgrades" that bring it more into line with the low-cost iPhone 18e model. The decision is said to be "a cost-cutting measure".
iPhone 18 Pro’s new color will be a mix of these three, says leaker
A Weibo leaker has offered a unique description of the iPhone 18 Pro color option that Apple is expected to market as its flagship.