The Volla Phone 22, a new smartphone available for preorder via a Kickstarter campaign, is unlike any other smartphone on the market today in that it ships with a choice of the Android-based Volla OS or the Ubuntu Touch mobile Linux distribution. "It also supports multi-boot functionality, allowing you to install more than one operating system and choose which to run at startup," writes Liliputing's Brad Linder. Some of the hardware specs include a 6.3-inch FHD+ display, a MediaTek Helio G85 processor, 4GB of RAM, 128GB storage, 3.5mm audio jack and a microSD card reader. There's also a 48-megapixel main camera sensor and replaceable 4,500mAh battery. From the report: While Volla works with the folks at UBPorts to ensure its phones are compatible with Ubuntu Touch, the company develops the Android-based Volla OS in-house. It's based on Google's Android Open Source Project code, but includes a custom launcher, user interface, and set of apps with an emphasis on privacy. The Google Play Store is not included, as this is a phone aimed at folks who want to minimize tracking from big tech companies. Other Google apps and services like the Chrome web browser, Google Maps, Google Drive, and Gmail are also omitted. The upshot is that no user data is collected or stored by Volla, Google, or other companies unless you decide to install apps that track your data. Of course, that could make using the phone a little less convenient if you've come to rely on those apps, so the Volla Phone might not be the best choice for everyone.

Volla OS also has a built-in user-customizable firewall, an App Locker feature for disabling and hiding apps, and optional support for using the Hide.me VPN for anonymous internet usage. The source code for Volla OS is also available for anyone that wants to inspect the code. The operating system also has a custom user interface including a Springboard that allows you to quickly launch frequently-used apps by pressing a red dot for a list, or by starting to type in a search box for automatic suggestions such as placing a phone call, sending a text message, or opening a web page. You can also create notes or calendar events from the Springboard or send an encrypted message with Signal. The phone is expected to ship in June at an early bird price of about $408.

For 2022, OnePlus has announced the Nord N20 5G as its budget offering for the US and Canadian markets, free when you add a line or $282. Android Police reports: Compared to the previous models, this year's phone sure seems to be a mid-range device rather than a budget one. The phone features a 6.43-inch AMOLED display with an in-display fingerprint scanner, a Snapdragon 695 chip, 6GB RAM, and 128GB storage. There's a microSD card slot, too, so you can expand the storage by up to 512GB if needed. A 4,500mAh battery powers the device, coming with 33W fast charging support that's enough to top up the cell to 50% in just 30 minutes. The phone's rear houses a triple-camera setup consisting of a 64MP primary sensor, a 2MP macro, and a monochrome lens -- there's no ultra-wide sensor here.

Judging from the specs, it is clear that the Nord N20 is a sister variant of the Nord CE 2 Lite with some minor downgrades. The latter is due to launch in India later this month. The Nord N20 runs the Android 11-based OxygenOS 11 and not Android 12. There's no word on when an update to Android 12 will arrive, either. Previous Nord phones in the US received only one OS update, so it is possible Android 12 could be the first and last OS update for the N20.

The war in Ukraine is reviving concerns in Taiwan and some Asia-Pacific nations about the fragility of their internet connections because they rely on undersea cables that could be severed in a Chinese attack. From a report: Ukrainians have used the internet to rally resistance to Russia's invasion, counter Moscow's propaganda and win international support, including through President Volodymyr Zelensky's appeals for weapons. Ukraine has extensive internet connections across its land borders and most of the country has remained online despite Russian attacks on internet infrastructure.

In contrast, Taiwan, a self-ruled island that Beijing claims, receives and sends about 95% of its data-and-voice traffic via cables that lie on the seabed. Currently officials say about 14 cables -- bundles of fiber-optic lines about the thickness of a garden hose -- are in operation, and they reach land at four locations on Taiwan's coast. If the cables were to be cut at sea by submarines or divers, or if military strikes were to destroy the lightly protected landing stations, most of the island would be thrown offline. "We're very vulnerable," said Kenny Huang, chief executive of Taiwan Network Information Center, a government-affiliated cybersecurity and internet-domain-registration organization.

Citing an article from The Verge's Alex Heath, Fast Company breaks down "Meta's plan to shape the metaverse by building its own wildly ambitious augmented-reality hardware." From the report: eath's article, "Mark Zuckerberg's Augmented Reality," covers two codenamed products. "Project Nazere" is a high-end pair of AR glasses that don't require a smartphone, with the first version shipping in 2024, followed by upgraded ones in 2026 and 2028. Also due in 2024 is "Hypernova," a more economy-minded take on AR eyewear that does piggyback on a smartphone's connectivity and computing muscle. The piece is full of technical details, such as Nazere's use of custom waveguides and microLED projectors to fuse your view of the real with a digital overlay. Both Nazere and Hypernova will supposedly work with a wrist device that uses differential electromyography to detect electric neurons, allowing for input that feels akin to mind control.

But along with all the specifics in Heath's story, what's also striking is its discussion of how these planned products roll up into Meta's highest-level goals. They are, of course, an extension of Mark Zuckerberg's hopes, dreams, and aspirations: "If the AR glasses and the other futuristic hardware Meta is building eventually catch on, they could cast the company, and by extension Zuckerberg, in a new light. 'Zuck's ego is intertwined with [the glasses],' a former employee who worked on the project tells me. 'He wants it to be an iPhone moment.'"

Everybody's entitled to their own definition of an "iPhone moment." Presumably, it involves a product of truly epoch-shifting impact -- not necessarily the first in its field but an unprecedented blockbuster that defines the category by bringing it to the masses. Something like, well, you know, the iPhone. For a tech CEO such as Zuckerberg, creating an iPhone moment isn't just about selling something enormously successful; it also provides full control over an ecosystem. That lets a company chart its own destiny in a way it can never do if it's building on someone else's platform. Zuckerberg has long been bugged by the fact that Facebook/Meta's products have historically sat atop environments operated by other companies, such as Apple and Google. I know this because he told me so himself...

The nonprofit online news site Virginia Mercury investigated their state police departments' "real-time location warrants," which are "addressed to telephone companies, ordering them to regularly ping a customers' phone for its GPS location and share the results with police." Public records requests submitted to a sampling of 18 police departments around the state found officers used the technique to conduct more than 7,000 days worth of surveillance in 2020. Court records show the tracking efforts spanned cases ranging from high-profile murders to minor larcenies.... Seven departments responded that they did not have any relevant billing records, indicating they don't use the technique. Only one of the departments surveyed, Alexandria, indicated it had an internal policy governing how their officers use cellphone tracking, but a copy of the document provided by the city was entirely redacted....

Drug investigations accounted for more than 60 percent of the search warrants taken out in the two jurisdictions. Larcenies were the second most frequent category. Major crimes like murders, rapes and abductions made up a fraction of the tracking requests, accounting for just under 25 of the nearly 400 warrants filed in the jurisdictions that year.
America's Supreme Court "ruled that warrantless cellphone tracking is unconstitutional back in 2012," the article points out — but in practice those warrants aren't hard to get. "Officers simply have to attest in an affidavit that they have probable cause that the tracking data is 'relevant to a crime that is being committed or has been committed'.... There's been limited public discussion or awareness of the kinds of tracking warrants the judiciary is approving." "I don't think people know that their cell phones can be converted to tracking devices by police with no notice," said Steve Benjamin, a criminal defense lawyer in Richmond who said he's recently noticed an uptick in cases in which officers employed the technique. "And the reality of modern life is everyone has their phone on them during the day and on their nightstand at night. ... It's as if the police tagged them with a chip under their skin, and people have no idea how easily this is accomplished."
The case for these phone-tracking warrants?

• The executive director of the Virginia Association of Chiefs of Police tells the site that physical surveillance ofen requires too many resources — and that cellphone tracking is safer. "It may be considered an intrusive way of gathering data on someone, but it's certainly less dangerous than physical tracking."
• A spokesperson for the Chesterfield County police department [responsible for 64% of the state's tracking] argued that "We exist to preserve human life and protect the vulnerable, and we will use all lawful tools at our disposal to do so." And they added that such "continued robust enforcement efforts" were a part of the reason that the county's still-rising number of fatal drug overdoses had not risen more.

The site also obtained bills from four major US cellphone carriers, and reported how much they were charging police for providing their cellphone-tracking services:

• "T-Mobile charged $30 per day, which comes to $900 per month of tracking."
• "AT&T charged a monthly service fee of $100 and an additional $25 per day the service is utilized, which comes to $850 per 30 days of tracking..."
• "Verizon calls the service 'periodic location updates,' charging $5 per day on top of a monthly service fee of $100, which comes to $200 per 30 days of tracking."
• "Sprint offered the cheapest prices to report locations back to law enforcement, charging a flat fee of $100 per month."

Thanks to Slashdot reader Beerismydad for sharing the article!

"Headline says it all," writes Slashdot reader segaboy81. "Lots of people have been looking forward to this Kickstarter for the Unihertz Titan Slim, but it is easily the thickest phone of 2022." Neowin's Dean Howell reacts to an unboxing video of Unihertz's Titan Slim, the successor to last year's Titan Pocket physical keyboard-equipped BlackBerry clone, writing: While Blackberry refugees have been clamoring for new PKB devices, they've been asking for them to be thin and sleek like the Blackberry of yesterday. We thought that's what we were getting with the announcement of the Titan Slim, but after yesterday's unboxing video by Adam over at TechOdyssey we know that's not the case at all. [...] Normally he would show how it compares to other devices, and I think this go 'round he was reticent to compare it directly to the Titan Pocket because if he did it would confirm what I think is true; the Titan Slim is not slim at all and it's every bit as think as the Titan Pocket.

The drama doesn't end there I'm afraid. There is a review embargo on this device, so there are a lot of details Adam didn't talk about, like performance characteristics. [...] New year, new phone, new CPU right? Wrong. I wondered what CPU the Titan Slim would ship with and it took less than a minute to figure out. I went over to Geekbench and found it had already been tested. Unfortunately, the Titan Slim will ship with the same CPU as last year's Titan Pocket. What's worse is the Helio P70 in the Titan Slim is comparable at best to the then-mid-range Snapdragon 660 of the 2018 Key2.

The United States has extradited a man it accuses of working for Anom, a company that sold encrypted phones to criminals but which was secretly backdoored by the FBI to spy on the communications of organized crime around the globe. Aurangzeb Ayub quietly arrived in the U.S. last month, according to court records reviewed by Motherboard. From the report: Ayub is the first of 17 alleged Anom workers to be extradited since Motherboard reported on the operation, known as Trojan Shield, and the FBI and its law enforcement partners held press conferences on its success in June. While authorities have arrested and prosecuted users of the Anom devices, Ayub's extradition is some judicial movement regarding those who allegedly sold phones for Anom, some of whom the U.S. Department of Justice has also charged. "Ayub is charged with 16 other co-defendants; he is the first defendant to appear on the Indictment and was extradited from the Netherlands to the United States," a court document filed on Tuesday reads. He first appeared in the Southern District of California on March 21, the document adds.

The Department of Justice and Ayub's defense team have already discussed the production of discovery, which includes all of Ayub's communications on the Anom platform, according to court records. That material contains around 3,500 communications and about 14GB of data, the court records add. By last Friday, the government was expected to turn over these messages to Ayub's defense team, the document reads. The court record adds that the Department of Justice anticipates that it will turn over more material in May, which will contain recorded conversations between an FBI confidential human source (CHS) and Ayub, a technical report about the Anom platform, and other reports. [...] Ayub is charged under RICO, a law traditionally used to prosecute mob bosses. Since 2018 when the FBI started shutting down encrypted phone companies initially with Phantom Secure, the Department of Justice has leveled similar charges against the administrators and sellers for such companies.

Apple has started making the iPhone 13 in India, the company said on Monday. Reuters reports: The phone is being produced at a local plant of Apple's Taiwanese contract manufacturer Foxconn, situated in the town of Sriperumbudur in Southern Tamil Nadu state, according to a source. Apple has been shifting some areas of iPhone production from China to other markets including India, the world's second biggest smartphone market, and is also planning to assemble iPad tablets there. India and countries such as Mexico and Vietnam are becoming increasingly important to contract manufacturers supplying American brands as they try to diversify production away from China. The iPhone 13 is the fourth model to be produced locally after Apple launched manufacturing operations in India in 2017 with the iPhone SE.

A new article on the Verge argues that the era of fixing your own phone "has nearly arrived." When I called up iFixit CEO Kyle Wiens, I figured he'd be celebrating — after years of fighting for right-to-repair, big name companies like Google and Samsung have suddenly agreed to provide spare parts for their phones. Not only that, they signed deals with him to sell those parts through iFixit, alongside the company's repair guides and tools. So did Valve.

But Wiens says he's not done making deals yet. "There are more coming," he says, one as soon as a couple of months from now. (No, it's not Apple.) Motorola was actually the first to sign on nearly four years ago. And if Apple meaningfully joins them in offering spare parts to consumers — like it promised to do by early 2022 — the era of fixing your own phone may be underway. Last October, the United States effectively made it legal to open up many devices for the purpose of repair with an exemption to the Digital Millennium Copyright Act. Now, the necessary parts are arriving.

What changed? Weren't these companies fighting tooth and nail to keep right-for-repair off the table, sometimes sneakily stopping bills at the last minute? Sure. But some legislation is getting through anyhow... and one French law in particular might have been the tipping point.

"The thing that's changing the game more than anything else is the French repairability scorecard," says Wiens, referring to a 2021 law that requires tech companies to reveal how repairable their phones are — on a scale of 0.0 to 10.0 — right next to their pricetag. Even Apple was forced to add repairability scores — but Wiens points me to this press release by Samsung instead. When Samsung commissioned a study to check whether the French repairability scores were meaningful, it didn't just find the scorecards were handy — it found a staggering 80 percent of respondents would be willing to give up their favorite brand for a product that scored higher.

"There have been extensive studies done on the scorecard and it's working," says Wiens. "It's driving behavior, it's shifting consumer buying patterns." Stick, meet carrot. Seeing an opportunity, Wiens suggests, pushed these companies to take up iFixit on the deal.

Nathan Proctor, director of the Campaign for the Right to Repair at the US Public Interest Research Group (US PIRG), still thinks the stick is primarily to thank. "It feels cheeky to say 100 percent... but none of this happens unless there's a threat of legislation... These companies have known these were issues for a long time, and until we organized enough clout for it to start seeming inevitable, none of the big ones had particularly good repair programs and now they're all announcing them," Proctor notes.

Zimbabwe's mobile data is so expensive, people have to rely on a signal from the next country over, Mozambique. Rest of World: Econet and NetOne had a combined 94.5% market share at the end of 2020, according to the national telecomms regulator. Analysts say that the lack of competition, combined with the high cost of running a telecomms business in Zimbabwe -- due to import tariffs on communications equipment, foreign currency risk, and weak infrastructure -- has kept prices high for consumers. "Poor collateral infrastructure, like electricity, dissuades telecomms investment and [means] fewer players, which leads to higher costs," Arthur Gwagwa, a leading Zimbabwe telecomms expert and lawyer, told Rest of World. The cripplingly high cost of internet access has slowed adoption of digital services by individuals and businesses and prevented Zimbabweans from accessing educational materials and health services online, Gwagwa said.

But for people living near the border with Mozambique, there is a workaround. Enterprising traders cross over on foot or on motorbikes, bulk-buy Movitel SIM cards, and return to Chimanimani, where they distribute the SIMs to supermarkets and corner shops, where they are sold with a markup of more than 50%. The availability of affordable internet has made the unfashionable rural district into an attractive destination for people who need to be online for work. The area was hit by a tropical cyclone in 2019, which displaced more than 11,000 people in Chimanimani alone, bringing hundreds of NGO and health workers to the area to work on the relief. Many have stayed, taking advantage of the cheap internet access to work remotely. [...] Nollen Singo, founder of NGO Orphans Dreams, which gives free math lessons to children orphaned by the cyclone, said that he's been able to stay in the region because the cheap internet allows him to connect to free education apps that can be used in the classroom. "It's so helpful being able to access Khan Academy maths app or Buzzmath app online and tutor local orphaned kids," Singo said.

Apple, looking to address criticism of its competitive practices by the European Union, developers and U.S. lawmakers, pointed to a report showing that third-party apps are thriving on the iPhone and other devices. From a report: In a study published by Analysis Group and touted by the iPhone maker, analysts said that Apple's own apps are infrequently the dominant option and only account for a small share of app usage. "We found that Apple's own apps, while used by many, are rarely the most popular of a given type and are eclipsed in popularity by third-party apps for nearly every country and app type we considered," the report said. In the U.S., the report found that Spotify is 1.6 times more popular than Apple Music, that Google Maps is used 1.5 times more than Apple Maps, and that Netflix is 17 times more popular than Apple's service. The Amazon Kindle service, meanwhile, was 4.5 times more popular than Apple's Books app.

An anonymous reader quotes a report from Reuters: The European Union's top court ruled on Tuesday that national authorities cannot retain phone data in a "general and indiscriminate" manner, but could use specific information to tackle some very serious crime. The court ruled on a case brought by the Supreme Court in Ireland where a man sentenced in 2015 to life imprisonment for murder appealed, saying the court of first instance had wrongly admitted traffic and location data of telephone calls as evidence.

The Luxembourg-based Court of Justice of the EU (ECJ) on Tuesday said it was up to a national court there to decide whether the evidence was allowed. But it also said the bloc's members cannot have laws in place that would allow crime prevention through the "general and indiscriminate" retention of such data. Some circumstances, such as particularly serious crime regarded as a threat to national security, could justify data retention but only in a narrower scope or for a limited time.

An anonymous reader quotes a report from the Washington Post: In the depths of the Amazon jungle, a dispute over WiFi turned deadly earlier this month when four Yanomami were killed in what the government is calling a "clash" between the Indigenous group and Venezuelan soldiers. On March 20, a group of Indigenous men approached soldiers at a military base in Parima B -- a remote part of the Venezuelan Amazon that borders Brazil -- to ask them for the WiFi password, according to five people with knowledge of the situation. The Indigenous community and the military had agreed to share the router, but the soldiers changed the password without the authorization of the Yanomami, igniting the conflict, said the five people, who spoke on the condition of anonymity to discuss a sensitive matter. Venezuelan Attorney General Tarek William Saab launched an investigation into what he referred to as a "clash" between the Venezuelan soldiers and the Yanomami. No information has been shared since the investigation started, and Saab did not answer questions from The Washington Post about the inquiry.

Starting this summer, Samsung says it will sell genuine parts and tools to customers needed to repair its Galaxy S20 and Galaxy S21 smartphones, along with its Galaxy Tab S7+ tablet. Fast Company reports: The company, which is partnering with device repair resource iFixit on the initiative, will also provide access to step-by-step repair guides, and it plans to support more devices and repairs over time. The program is similar to one that Apple announced last fall, allowing users to repair the display, battery, and camera on their iPhones. Samsung says it's launching the program to "promote a circular economy and minimize e-waste," though it's just as likely responding to regulatory pressure. Last year, the Federal Trade Commission (FTC) said it would crack down on illegal repair restrictions, and iFixit expects dozens of states to introduce right-to-repair laws this year. [...]

But while phone makers may now feel compelled to supply repair parts and guides to consumers, that doesn't mean the repairs themselves will be any easier. According to iFixit's Galaxy S21 teardown, some repairs involve work that's "unnecessarily sticky and complicated," requiring a heat gun to pry open the display panel and an isopropyl alcohol bath to loosen the "tar pit" around the battery. At least customers brave enough to make those repairs won't have any trouble getting the parts and tools they need.

T-Mobile said Wednesday that its shutdown of Sprint's 3G network is proceeding as planned, beginning on March 31st. The Verge reports: As part of the shutdown process, the company said in a statement emailed to The Verge, it will migrate customers over the next 60 days "to ensure they are supported and not left without connectivity, and the network will be completely turned off by no later than May 31." Earlier reports suggested that the actual shutdown date was being pushed to May 31st, which would have been the second delay; originally, T-Mobile was going to phase out the network in January but said in October that it would extend the deadline to March 31st.

Apple Stores and Apple Authorized Service Providers will now be alerted if an iPhone has been reported as missing in the GSMA Device Registry when a customer brings in the device to be serviced, according to an internal memo obtained by MacRumors. From the report: If an Apple technician sees a message in their internal MobileGenius or GSX systems indicating that the device has been reported as missing, they are instructed to decline the repair, according to Apple's memo shared on Monday. The new policy should help to reduce the amount of stolen iPhones brought to Apple for repair. The GSMA Device Registry is a global database designed for customers to report their devices as missing in the event of loss or theft. The report notes that Apple Stores and Apple Authorized Service Providers "are already unable to service an iPhone if the customer cannot disable Find My iPhone."

juul_advocate shares a report from iTWire: Apple's output of the iPhone SE will drop by a fifth in the coming quarter, indicating that the Russia-Ukraine conflict and fears of inflation have affected demand for the device, a report claims. The Nikkei Asia website reported that the company had been telling a number of suppliers that production orders for the next three months would be lower by about two or three million units. Orders for AirPods earphones were also down, by about 10 million units for the whole year, the website said, citing four unnamed individuals as sources. Apple announced the third-generation iPhone SE earlier this month at its "Peek Performance" event. It features the A15 Bionic chip, improved battery life, 5G connectivity, and a new camera system, among other things, for a starting price of $429.

Apple is working on a subscription service for the iPhone and other hardware products, a move that could make device ownership similar to paying a monthly app fee, Bloomberg News reported Thursday, citing people with knowledge of the matter. From the report: The service would be Apple's biggest push yet into automatically recurring sales, allowing users to subscribe to hardware for the first time -- rather than just digital services. But the project is still in development, said the people, who asked not to identified because the initiative hasn't been announced, Bloomberg News reports.

The New Yorker argues that photos on newer iPhones are "coldly crisp and vaguely inhuman, caught in the uncanny valley where creative expression meets machine learning...."

"[T]he truth is that iPhones are no longer cameras in the traditional sense. Instead, they are devices at the vanguard of 'computational photography,' a term that describes imagery formed from digital data and processing as much as from optical information. Each picture registered by the lens is altered to bring it closer to a pre-programmed ideal." In late 2020, Kimberly McCabe, an executive at a consulting firm in the Washington, D.C. area, upgraded from an iPhone 10 to an iPhone 12 Pro... But the 12 Pro has been a disappointment, she told me recently, adding, "I feel a little duped." Every image seems to come out far too bright, with warm colors desaturated into grays and yellows. Some of the photos that McCabe takes of her daughter at gymnastics practice turn out strangely blurry. In one image that she showed me, the girl's upraised feet smear together like a messy watercolor. McCabe said that, when she uses her older digital single-lens-reflex camera (D.S.L.R.), "what I see in real life is what I see on the camera and in the picture." The new iPhone promises "next level" photography with push-button ease. But the results look odd and uncanny. "Make it less smart — I'm serious," she said. Lately she's taken to carrying a Pixel, from Google's line of smartphones, for the sole purpose of taking pictures....

Gregory Gentert, a friend who is a fine-art photographer in Brooklyn, told me, "I've tried to photograph on the iPhone when light gets bluish around the end of the day, but the iPhone will try to correct that sort of thing." A dusky purple gets edited, and in the process erased, because the hue is evaluated as undesirable, as a flaw instead of a feature. The device "sees the things I'm trying to photograph as a problem to solve," he added. The image processing also eliminates digital noise, smoothing it into a soft blur, which might be the reason behind the smudginess that McCabe sees in photos of her daughter's gymnastics. The "fix" ends up creating a distortion more noticeable than whatever perceived mistake was in the original.

Earlier this month, Apple's iPhone team agreed to provide me information, on background, about the camera's latest upgrades. A staff member explained that, when a user takes a photograph with the newest iPhones, the camera creates as many as nine frames with different levels of exposure. Then a "Deep Fusion" feature, which has existed in some form since 2019, merges the clearest parts of all those frames together, pixel by pixel, forming a single composite image. This process is an extreme version of high-dynamic range, or H.D.R., a technique that previously required some software savvy.... The iPhone camera also analyzes each image semantically, with the help of a graphics-processing unit, which picks out specific elements of a frame — faces, landscapes, skies — and exposes each one differently. On both the 12 Pro and 13 Pro, I've found that the image processing makes clouds and contrails stand out with more clarity than the human eye can perceive, creating skies that resemble the supersaturated horizons of an anime film or a video game. Andy Adams, a longtime photo blogger, told me, "H.D.R. is a technique that, like salt, should be applied very judiciously." Now every photo we take on our iPhones has had the salt applied generously, whether it is needed or not....

The average iPhone photo strains toward the appearance of professionalism and mimics artistry without ever getting there. We are all pro photographers now, at the tap of a finger, but that doesn't mean our photos are good.

Does Apple have a "Pro" problem? "[Y]ears of Apple and competitors slapping the name onto wireless earbuds and slightly fancier phones have made it hard to tell what 'Pro' even means," argues The Verge's Mitchell Clark. It could be the reason behind Apple's recently-launched Mac "Studio." From the report: From the jump, Apple made it clear who the Mac Studio and Studio Display were for. It showed them being used by musicians, 3D artists, and developers in its presentation, and the message was clear: these are products for creative professionals or people who aspire to be creative professionals. You know, the same exact crowd it's targeted with MacBook Pro commercials for years. "My first thought was, 'Oh, I wonder when the iPhone Studio comes out,'" says Jonathan Balck, co-founder and managing director of ad agency Colossus, in an interview with The Verge. "Pro was exclusive, and it was about one way of doing things, but the whole culture is moving toward creativity," he adds while musing whether we could see Apple's Pro branding shift to become Studio branding instead.

[T]o me, the Mac Studio line is a clear successor to Apple's iMac Pro. Both computers are powered by monstrous CPUs and come standard with 10Gb Ethernet and a healthy crop of Thunderbolt and USB ports. I'm convinced that, had Apple released the new Studio even two years ago, it would've put "Pro" in the name. (Though, to play devil's advocate, I'm not as sure it would've done so for the Studio Display.) Some marketing experts tell me that the word "Pro" is starting to get long in the tooth, and not just from overuse. "The previous term Pro is, in my opinion, outdated and dry," says Keith Dorsey, founder and CEO of the creative marketing group and management company YoungGuns Entertainment. Balck agrees; "If you look at the word Pro, that is in many ways restrictive," he says in an interview, explaining that when you say a product is "professional," it evokes ideas like job interviews, portfolios, and standoffishness. Pro products, he says, come across as just for those who use creativity to get a paycheck.

The reason Apple may need to, though, is because it led the industry in thoroughly overusing the word "Pro" to the point where it's lost all meaning. It's hard to pinpoint where exactly this started (though, in my mind, it was with the two-port MacBook Pro model), but now the word gets slapped on everything. Want to sell wireless earbuds for even more money? Those are Pro earbuds now. Want to have a regular and fancy version of your phone? No problem, call the nice one the Pro. [...] But Apple's new word, "studio," seems to come ready-made to excite the company's target audience.