Apple Rivals Retool to Challenge the iPhone and Vision Pro

Plus: M4 coming to iPad Pro and fresh details on iOS 18, the next Vision Pro and Apple’s AI plans.

An attendee uses a Meta Quest 3 virtual reality headset during an event. — An attendee uses a Meta Quest 3 virtual reality headset during an event.
Photographer: David Paul Morris/Bloomberg

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Before it’s here, it’s on the Bloomberg Terminal

April 28, 2024 at 8:15 AM EDT

Apple’s top rivals are revamping their strategies for smartphones and headsets in a sign they smell an opportunity. Also: The new iPad Pro will usher in Apple’s shift into AI hardware; new details emerge on iOS 18 and the company’s AI plan; and the Vision Pro’s lead marketer retires.

Last week in Power On: Apple needs a true low-end iPhone to reignite growth.

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Before it’s here, it’s on the Bloomberg Terminal

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