Tech
Apple Holds Event To Showcase New Release Of iPhones, Watches and AirPods
Apple CEO Tim Cook (Justin Sullivan/Getty Images)

Lightest, thinnest, fastest, strongest

Apple’s smorgasbord of superlatives

Jon Keegan

Apple product launch event videos have become amazingly consistent, with their slick production, cool music, and rotating cast of enthusiastic hand-wavy executives who can't wait to see how much you love their latest products. These launch videos are practically an Apple product in their own right. 

One of the staples of these events’ videos is the breathless parade of superlatives woven into a tapestry of product-babble such as “photonic engines,” “tetraprisms,” “fusion cameras,” and “silica nanoparticles.”

We analyzed the transcript of Apple's Sept. 9 iPhone 16 product release video, and attempted to map which superlatives were applied to which Apple things. 

In the colorful spaghetti of this chart, you will find lots of “most advanced,” “lightest,” “strongest,” and “best” used to describe everything from the camera on the iPhone 16 Pro to the chips inside the new AirPods 4.

Click through the panels to see how Apple describes its latest technological marvels.  

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Jon Keegan
40m
Final Boss

the
AI-xecutive

tech
Rani Molla

Amazon unveils a new warehouse robot that takes verbal commands

There are fewer humans working in Amazon warehouses these days, but those that are still there can at least talk to robots.

At its Delivering the Future event in London, the e-commerce giant unveiled the next generation of Proteus, its autonomous warehouse robot. Instead of requiring complex coding, workers can now give the machine verbal instructions in plain language, like telling it to haul a heavy cart across the floor.

While Amazon’s older generations of warehouse robots were restricted to fenced-off loading docks, Proteus is a fully untethered model that uses AI to safely navigate the entire fulfillment floor alongside human staff. The new robot is the centerpiece of a massive €10 billion ($11.6 billion) investment to modernize Amazon’s European logistics network and is currently being piloted in company labs before a planned rollout in early 2027.

Amazon unveils next-gen Proteus robot as part of €10 billion European investment in its fulfillment network

Amazon unveils next-gen Proteus robot as part of €10 billion European investment in its fulfillment network

While Amazon’s older generations of warehouse robots were restricted to fenced-off loading docks, Proteus is a fully untethered model that uses AI to safely navigate the entire fulfillment floor alongside human staff. The new robot is the centerpiece of a massive €10 billion ($11.6 billion) investment to modernize Amazon’s European logistics network and is currently being piloted in company labs before a planned rollout in early 2027.

tech
Rani Molla

Meta has repeatedly delayed developer access to its new AI model, Muse Spark

Meta has repeatedly delayed the release of developer access to Muse Spark, its newest AI model, according to The Wall Street Journal. While the model launched in April and powers Meta’s AI products, developers outside the company have been kept waiting for access to the API.

That’s a glaring bottleneck for a company spending up to $145 billion on AI infrastructure this year: without an API, Meta can’t easily sell access to the model, ceding a lucrative monetization engine to rivals like OpenAI and Anthropic.

Meta told The Wall Street Journal that API access would be available this month.

Exclusive | Meta Keeps Delaying the Release of Its New AI Model to Developers

Exclusive | Meta Keeps Delaying the Release of Its New AI Model to Developers

That’s a glaring bottleneck for a company spending up to $145 billion on AI infrastructure this year: without an API, Meta can’t easily sell access to the model, ceding a lucrative monetization engine to rivals like OpenAI and Anthropic.

Meta told The Wall Street Journal that API access would be available this month.

Rani Molla
18h
Broadcom earnings, guidance top analysts’ expectations

The semiconductor company reported second-quarter earnings after the bell Wednesday.

Broadcom headquarters in San Jose, California, United States
ChatGPT Is Down

Is OpenAI on its way to becoming Lyft?

Once nearly synonymous with AI, it just got surpassed in valuation by Anthropic. Now it looks like it’s also going to get beaten to the IPO starting line.

Nate Becker21h

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