How Apple can raise iPhone prices and please consumers and investors at the same time.

Rolfe Winkler and Jang Lie from WSJ (News+ link via DaringFireball):

Apple is weighing price increases for its fall iPhone lineup, a step it is seeking to couple with new features and design changes, according to people familiar with the matter.

The company is determined to avoid any scenario in which it appears to attribute price increases to U.S. tariffs on goods from China, where most Apple devices are assembled, the people said. […]

The people familiar with the supply chain said Apple would have trouble making up for China tariff costs solely by seeking further savings from its suppliers, meaning that a hit to its profit margin was likely unless it could raise prices. […]

These circumstances have led Apple to look at what supply-chain insiders described as the least-bad choice: raising prices on the new iPhones to preserve profit and finding reasons other than tariffs to explain the move. It couldn’t be determined what new features Apple may offer to help justify price increases.

New features alone won’t be enough to justify a higher price. Apple has been improving the iPhone each year and hasn’t raised the $999 ceiling ever since the debut of the iPhone X in 2017. If they add new features and raise the price, it will signal tariffs to most people.

There is one move though, that could please investors, consumers, and even Apple’s marketing team to lower the tariff burden.

What if Apple just bumped the base storage of newer iPhones to 256GB at the same $100 cost? Technically they would be raising prices by eliminating the base storage, but at least you’re getting 256GB in return. The average consumer would also be accepting of this price increase because it is tariff season after all, and everything is supposed to go up in price. Heck, it might even feel like a deal since everyone else is giving you the same product at a higher cost. At least Apple is kind enough to “give you” an extra 128GB of storage.

Paying an extra $100 for something that costs Apple probably a few bucks extra is also going to put a smile on investors’ faces since those memory chips are pennies on the dollar for Apple, helping Apple keep a higher profit margin per iPhone sold. This increased pricing also has some cascading effects on older iPhones which I talk about below, that further quenches Wall Street’s thirst for growth. Remember, these increases will be worldwide, so the effect will be compounded.

The marketing team could easily help with Apple’s keynote, where the presenters (Kaiann and Joz) could market the new pricing, “which also matches last year’s price with this level of storage.”

Here’s how the pricing would look for the 256GB models:

1. iPhone 17 Pro Max - $1,199

2. iPhone 17 Pro - $1,099

3. iPhone 17 Air - $999

4. iPhone 17 - $899

Phones that still start at 128GB:

1. iPhone 16 - $799

2. iPhone 16e - $599

A few notes to consider:

1. The 15 and 16 Pro Max already start at $1,199 with 256GB of storage, so Apple would leave the 17 Pro Max unchanged.

2. The 256GB iPhone 17 Air at $999 is equal to the 256GB 16 Plus in price, so the pricing strategy still works since the 17 Air is the replacement for the Plus model.

3. The iPhone 17’s new base price of $899 allows the iPhone 16 to keep its $799 price for another year, similar to the Apple Watch Ultra 2 and not take a $100 discount, keeping it at a higher margin. Dropping the iPhone 16 to $699 will also cannibalize the 16e market.

Apple’s operating systems to adopt a naming system similar to car manufacturers.

Mark Gurman on Twitter:

NEW: Apple will announce its biggest ever software rebrand at WWDC, tied to operating system redesigns. Apple is moving from version numbers to years (like Windows in the 90s). The new OSs: iOS 26, iPadOS 26, macOS 26, visionOS 26, tvOS 26, watchOS 26.

I wonder if Apple would say, “iOS 2026,” but brand it as “iOS 26.” It sounds more reasonable to say the whole year just like with cars, but shorten the number when written down.

This dilemma reminds me of the iPhone “X” vs iPhone “ten” confusion.

Feeling authentic in a world of AI.

Great interview by Steven Bartlett (The Diary Of A CEO) with Simon Sinek. Watch this six minute chapter of why being a human and having imperfections is what makes us unique, great, and authentic.

The best passcode for a lazy person is a 5-digit passcode.

If you use the standard 4-digit or 6-digit passcode formats on the iPhone, you get the equivalent amount of bubbles on your lock screen, showing anyone who even glances at your phone how long your passcode is before you even start pressing buttons.

If you select a “Custom Numeric Code” when adding or changing your passcode, you can just type a 5-digit code and your lock screen will now show an empty box that doesn’t give away the length of your passcode. Sure you would have to hit the “OK” button afterwards, but it’s still the safer option.

You can’t go less than 4 digits. I tried.

4 and 6-digit passcodes make it easier for snoopers to figure out your passcode, but having a 5-digit passcode makes it harder to determine because no one would know it’s only 5 digits.

LiDAR lasers on newer cars can destroy your iPhone camera lens.

Ryan King from Jalopnik via The Verge:

Reddit user u/Jeguetelli posted worrying footage of a brand new Volvo EX90 from his iPhone 16 Pro Max. Nothing was wrong with the crossover SUV. That was the problem. The lidar sensor mounted in a pod above the windshield shot out a laser barrage of near-infrared light into the camera. The damage was immediate and obvious, leaving behind a red, pink and purple constellation of fried pixels. You can tell the permanent damage was to that specific lens because the image returned to normal after zooming out to a different lens. Jeguetelli didn't seem too concerned about the incident because he had Apple Care.

You don’t even have to be directly in front of the LiDAR unit in order to get permanent damage as you can see from the video, so just don’t risk it regardless of whether or not you have AppleCare+. This would technically fall under “Other Accidental Damage,” which is a $99 fee with AppleCare+, and $249 without AppleCare+.

Galaxy S25 Edge vs iPhone 16 Pro Max - brief hands-on.

Went to my local Best Buy and I was surprised to see the Galaxy S25 Edge on display. Naturally, I had to pull out my iPhone 16 Pro Max and compare the two. I think the bigger surprise isn’t really the thinness, but the lightness. You notice the lightness right away, and I think that’s the goal for both Samsung and Apple.

They’re not going for thinness, but for lightness.

Thinness just happens to be the by-product.

The screen bezels were about the same as the iPhone 16 Pro Max, and I hope the iPhone 17 Air bezels are just as small. The S25 Edge’s screen is slightly smaller at 6.7 inches vs 6.9 inches, and the S25 Edge is slightly narrower, making it even more comfortable to hold when you consider its 5.8mm thinness.

The baseline for finding that perfect balance between weight, size, and functionality is once again being challenged, instead of the old, “Go big or go home” mentality. To get 90% of the iPhone Pro Max experience with roughly a 33% weight reduction might be a fair trade-off for many people.

I think I’m sold.

September can’t come soon enough.

S25 Edge (left), iPhone 16 Pro Max (right)

S25 Edge (left), iPhone 16 Pro Max (right)

S25 Edge (left), iPhone 16 Pro Max (right)

The new 2026 Toyota RAV4, America’s best-selling car, debuts with the new Arene software platform that could indicate CarPlay Ultra compatibility in the future.

Woven by Toyota:

Arene is built to enable the safe, secure, and scalable development of software. By applying Toyota’s manufacturing expertise to modern software engineering, it empowers developers with a more unified, human-centric approach to building and deploying high-quality software. In doing so, Arene moves Toyota and WbyT closer to their shared vision of a software-defined future with zero accidents.

Other key points about their software:

Traditionally, software and hardware in vehicles have been tightly coupled, requiring custom development for each application and vehicle model. Arene’s SDK helps decouple these dependencies by enabling developers to build modular software components that can be reused across multiple applications and vehicle models.

Arene Tools consist of a suite of enterprise-grade tools that allow software to be visualized, tested, validated and managed within virtual environments, reducing the need to rely on physical prototypes. This virtualization accelerates development cycles across vehicle models and shortens time-to-market for new features.

The Arene SDK and Arene Tools help shorten development times, and together with Arene Data, they accelerate the delivery of new and improved features even after the vehicle leaves the factory floor. This results in a driving experience that becomes more personalized, more adaptive, and continuously refined over time.

Some of their other highlights from their infographic include:

Faster, seamless upgrades from a single update

More seamless, consistent and stable experiences

Greater personalization and customization

Quicker access to the latest technologies

This sounds like a tease for CarPlay Ultra if you’re really optimistic, but I think Toyota is heading in the direction of GM and Mercedes and wants to provide customers with an experience that doesn’t rely on embedding a 3rd party platform deep into their driving experience.

Toyota is not one of the brands that has committed to offering CarPlay Ultra, but if they ever do decide to change their minds, this new software platform should make it feasible to port it to the 2026 RAV4 and onward.

The new RAV4 still offers wireless Apple CarPlay (and Android Auto) as standard.

Sam Altman and Jony Ive introduce io.

My initial thoughts after seeing this video - shut up and take my money.

My seconds thoughts:

"You may not need an iPhone 10 years from now, as crazy as it sounds."

Eddy Cue

I was paralyzed by choice when it came to choosing a premium AI platform, but now I know which one I’m signing up for.

This is like a "Steve Jobs coming back to Apple moment,” seeing Jony Ive once again blend hardware and software at another level.

YouTube app update that could get you in trouble.

When watching a YouTube video in portrait on the iPhone, a swipe down on the video would make the video shrink to thumbnail-size at the bottom right corner of your screen. The top left corner of the shrunken video had an “X” button to close your video, but now it has been updated to be the Play/Pause button, and the “X” button to close your video moved over to the right.

If you had muscle memory to quickly swipe down and tap the left corner to close your video, now that same muscle memory does the exact opposite function of what you intended, and will play your video that you quickly wanted to close.

This could lead to awkward situations.

WHOOP 5.0 and MG models require new bands that are not compatible with WHOOP 4.0.

Another reason why WHOOP owners should be mad. These bands are not cheap, especially if you’re trying to make it look like a fancy bracelet. The one thing about the Apple Watch is the bands have been compatible for the last 10 years, across all their watches, which is commendable. At least WHOOP still makes their expensive bands out of “Genuine Italian Leather.”

Apple’s “WHOOP 5.0 day” will eventually come and band compatibility will be broken, and everything will hit the fan, but hopefully that day is still a long ways away.

WHOOP could have gotten away with their paid upgrade change with one simple word…

Wes Davis from The Verge:

Whoop is in damage control mode. After debuting its Whoop 5.0 fitness tracker, users were angered to find it had reneged on a promise of free hardware upgrades. In a new Reddit post, the company now says users who have more than 12 months left on their subscription can get the Whoop 5.0 for free.

Part of the outrage was prompted by Whoop’s confusing messaging. Early yesterday morning, my colleague Victoria Song reported that to get a Whoop 5.0 band, users would need to extend their existing membership by an additional 12 months or pay a one-time upgrade fee. However, until at least March 28th of this year, Whoop’s website had a blog post that said users would only need to have been a member for at least six months to get a free upgrade to next-gen hardware.

After the backlash, Whoop is now changing its tune — somewhat. Those with “more than 12 months remaining” are “eligible for a free upgrade to WHOOP 5.0 on Peak,” one of its new subscription offerings. Those with less than 12 months left still have to either extend their membership another 12 months or pay a one-time upgrade fee, the company says. The same information is reflected in an update on its membership pricing page.

The company addresses the earlier blog post, writing that “a previous blog article incorrectly stated that anyone who had been a member for just 6 months would receive a free upgrade. This was never our policy and should never have been posted.” Whoop goes on:

“As noted above, our policy for upgrades from WHOOP 3.0 to WHOOP 4.0 was that members with 6 months or more remaining on their membership were eligible for a free upgrade to WHOOP 4.0. We removed that blog article when it came to our attention and updated WHOOP Coach with the proper information. We’re sorry for any confusion this may have caused.”

Here is what it said in their now deleted blog post:

Additionally, instead of purchasing new hardware every time an updated model is produced, WHOOP members receive the next-generation device for free after having been a member for six months or more.

If all this sounds confusing to you, it’s because it is.

Even if the blog post was not supposed to be the official policy and was a genuine mistake, all WHOOP needed to do to avoid this backlash was to come out with a simple statement regarding, yes you guessed it, tariffs. I can’t think of a single company that isn’t using tariffs as an excuse to charge higher prices in one way or another.

It’s the ultimate (legitimate) scapegoat and probably is the reason why WHOOP changed their policy in the first place. All WHOOPs are made in China.

I don’t think the SIM tray is going away on the iPhone 17 Air.

China is a huge market for Apple that still heavily relies on physical SIM cards. Today, all iPhones sold in China, Hong Kong, or Macao have a physical SIM slot that holds two nano-SIM cards.

Yes, two.

It’s a clever system where a nano-SIM card fits on each side of the nano-SIM tray, using up less physical space and making a nano-SIM card sandwich. To go from holding two SIM cards to zero would kill the iPhone 17 Air’s ability to be sold in a market that is already facing stiff competition against local competitors like Huawei and Xiaomi.

Two nano-SIM cards in half the space.

Source: Apple

It wouldn’t surprise me if Apple decides to engineer two distinct versions of the iPhone 17 Air, an eSIM only version and a SIM tray version. These won’t be like past models where Apple just shoves a plastic box in the US iPhones to fill up the SIM card space, but truly shuffling the components around in order to maximize the use of the internal space, and giving the eSIM version a bigger battery.

Apple has made distinct versions of iPhones in the past with the iPhone 4, where there were GSM and CDMA variants that had enough internal and external differences. Let’s not forget the iPhone 12 either that had a window for the mmWave 5G antenna for the US models.

Apple has slowly removed components from the iPhone to advance technology, but they are at a crossroads with the SIM tray. Either get rid of it and risk losing a lot of sales and marketshare in China, or keep it and just bite down hard and make two versions.

Internal space is always the enemy, and with the goal of making the most ambitious iPhone since the iPhone X, it becomes a nemesis.

I thought TDK only made VHS tapes, but they’re making batteries for the iPhone 17 Air?

Tim Hardwick from MacRumors:

The upcoming all-new ultra-thin iPhone 17 Air could become the first Apple smartphone to adopt advanced battery technology, with Japanese supplier TDK preparing to ship its new generation of silicon-anode batteries by the end of June.

According to DigiTimes, TDK CEO Noboru Saito revealed in a recent interview that the Apple supplier has accelerated its production timeline, moving shipments forward from the originally planned September quarter. That may give smartphone makers enough time to use the cells in thinner models launching this year, he suggested.

"We've made good progress, and we're shipping them very soon," Saito said, adding that "some handset makers might be able to use the new battery in their product one generation early."

The timing could be soon enough for Apple's expected September launch of the iPhone 17 Air, which is rumored to measure just 5.5mm at its thinnest point, according to Apple analyst Ming-Chi Kuo.

TDK's batteries use silicon for anodes instead of the traditional graphite, allowing them to pack 15% more energy into the same space compared to conventional rechargeable battery packs. This advancement could be key to maintaining adequate battery life in such a slim form factor.

Most of TDK’s products are boring industrial products normal people don’t see, but there was a time when they made VHS tapes, the equivalent to today’s memory cards. Still boring technology, and still the same logo.

I didn’t know they still existed until I read this article, but it’s glad to hear a company from my childhood still thriving today.

Apple CarPlay 2 is now CarPlay Ultra, currently exclusive for the elite car buyer.

Apple Newsroom:

Starting today, CarPlay Ultra, the next generation of CarPlay, is available with new Aston Martin vehicle orders in the U.S. and Canada, and will be available for existing models that feature the brand’s next-generation infotainment system through a software update in the coming weeks. CarPlay Ultra builds on the capabilities of CarPlay and provides the ultimate in-car experience by deeply integrating with the vehicle to deliver the best of iPhone and the best of the car. It provides information for all of the driver’s screens, including real-time content and gauges in the instrument cluster, while reflecting the automaker’s look and feel and offering drivers a customizable experience. Many other automakers around the world are working to bring CarPlay Ultra to drivers, including newly committed brands Hyundai, Kia, and Genesis.

The Top Gear video showing off CarPlay Ultra is a nice refresher showing all the new features. Now all I need is a minimum of $200,000 to experience it.

Personally, I think Aston Martin had nothing to lose to go all-in on CarPlay Ultra because they are already bleeding cash, and CarPlay Ultra will sell more cars. Now they just have to import them to the US.

The industrial design of the Samsung Galaxy S25 Edge is amazing…ly bad.

Rene Ritchie from iMore more than 10 years ago:

Recently there was a brouhaha about a Qualcomm sticker junking up the Samsung Galaxy S6 on Verizon. You don't see a sticker like that on the iPhone 6 or any other iPhone, of course, because Apple cares more about the look of their product than the licensing fees or other considerations refusing it entails. Same with Intel Inside stickers on the Mac.

But when I looked at the picture of Samsung's product, it wasn't the sticker that bothered me so much. That, I assume, can be peeled off. It was something else I saw that bothered me, and something I can now never un-see.

It's the lack of basic alignment.

That same article was updated yearly to show the Galaxy S7, S8, and S9 compared to the equivalent iPhone of that year, and the iPhone was just unmatched in hardware design and philosophy.

Samsung’s phones have gotten better at making things properly aligned front to back, but are still nowhere near symmetrical. With the S25 Edge, they have taken a step back with their alignment.

All the components are aligned on the x-axis, but not the y-axis. The components are all set towards the back of the phone. It is a thin device, and even Apple is rumored to have a USB-C port that isn’t centered on the 17 Air, but to make the whole row of components shift towards the rear of the phone is disappointing. This picture from Tom’s Guide says it all, and I’ve added a line to demonstrate my point.

Source: Tom’s Guide

Tech Radar had their own hands-on, and they got an even more heinous looking device:

The phone is not very symmetrical, and it doesn’t seem to have the same fit and finish as the Galaxy S25 Ultra. On the bottom, USB-C port is centered, but the speaker port and the SIM card slot are both haphazardly aligned. The SIM card holder doesn’t even seem to fit perfectly flush with the phone on some of the units I saw, as you can see in my photo below.

A hodge podge of holes, ports, and slits.

Source: TechRadar

The power and volume buttons also are shifted towards the back of the frame, which just adds insult to injury.

Source: MKBHD

If you’re going to go thin, make it thin and pretty, not thin and malnourished.

Swipe-up and “throw” lock screen shortcuts back to their spot with iOS 18.

Shortcuts on the bottom of the iPhone lock screen were always mapped to either the Flashlight or the Camera. With iOS 18, you can change those to a wide variety of shortcuts. Most app-opening shortcuts will end with you swiping up to leave that app, and you end up on your home screen. If that same app is one of your default home screen apps, it will “fly back” to its spot on the grid. If it’s not one of your default home screen apps, it will just fade away and leave you at your home screen. Standard practice.

There is a way to see that “fly back” animation that didn’t exist until now, but it only works on Capture shortcuts (minus the default Camera app). If you scroll down to the Capture section of the shortcuts options, swiping up on these apps triggers the “fly back” animation, returning the icon to its lock screen shortcut position. The first time I saw it, it was surprising to see an icon that isn’t a rounded rectangle behave like one.

This behavior does change the more you interact with these “Capture” apps from the lock screen. A swipe up to leave the app will then put you at your home screen.

In Halide for example, if I take a photo and swipe up to leave the app, the Halide app icon will fly back to its spot on the lock screen depending on my speed and direction of my swipe. If I take a photo and decide to view the photo in full screen by clicking on the thumbnail in the corner, a swipe up will take me to my home screen and the app will fade away.

iPhone and Apple Watch Compatibility update and correction.

I was wrong about Apple Watch compatibility in my previous post, but Apple’s chart is what makes it confusing.

I had stated earlier that you needed iOS 18 to use an Apple Watch, or else you were out of luck. Turns out, there is a hierarchy based on which versions of watchOS and iOS you have to determine compatibility. Having iOS 18 puts you at the top of the food chain (or tangled web in this case) and makes all watches compatible.

This isn't an issue for an iPhone XS or later user since they do have iOS 18, but it is a confusing mess if you have an iPhone X or earlier. I know these people are few and far between, but I'm still seeing these devices out in the wild.

What made me assume that you must have iOS 18 in order to use an Apple Watch? It was Apple of course in their own words:

To set up and use an Apple Watch, you need iPhone XS or later with iOS 18 or later.

Initially I thought this was an error, until I tried doing some other pairing experiments. When I wrote my first piece, I tried pairing a Series 5 Watch with an iPhone SE 1st gen several times, and each time it would not work. Then I tried pairing a Series 3 watch to the same iPhone, with no luck.

According to Apple’s chart though, both should have worked:

As you can see here, for a Series 5, you need an iPhone 6s or later, and iOS 13 or later. The iPhone SE 1st gen meets the criteria, but won’t pair, and it wouldn’t pair to a Series 3 that I tried three separate times.

Based on this information, I concluded that you must have iOS 18 moving forwards in order to use an Apple Watch.

But that’s not true.

I tried a 4th time to pair my Series 3 to my iPhone SE 1st generation over a week later, and it did work. Why it didn’t work the first three times is beyond me, even with restarting both devices, but maybe the iOS 15 and watchOS 8 update pathways or servers were down on that day? Who would’ve actually noticed though since these versions of the OS are obsolete.

After successfully pairing my iPhone SE 1st gen to a Series 3, I then decided to do some other experimentation. My iPhone X qualifies even more to pair with a Series 5 according to the chart, but it also wouldn’t pair saying my version of iOS (iOS 16) was out of date. The chart once again makes it seem compatible because it says I need iOS 13 or later and an iPhone 6s or later. Aaaah!

These are my results for trying to pair different watches to different iPhones up to this point:

1. iPhone SE 1st gen paired to a Series 5 - FAIL

2. iPhone SE 1st gen paired to a Series 3 - FAIL

3. iPhone SE 1st gen paired to a Series 3 (2nd attempt) - FAIL

4. iPhone SE 1st gen paired to a Series 3 (3rd attempt) - FAIL

5. iPhone X paired to a Series 3 - PASS

6. iPhone X paired to a Series 5 - FAIL

7. iPhone SE 1st gen paired to a Series 3 (4th attempt) - PASS

Long story short, this chart from wikipedia really tells you a more up-to-date compatibility of Apple Watches and iPhones for those iPhones that don’t update past iOS 16.

It turns out an iPhone is limited to what version of watchOS it can pair to than the generation of Apple Watch itself.

This chart explains why my Series 5 wouldn’t pair with my iPhone SE 1st gen or my iPhone X because the Series 5 was already updated to watchOS 10. If it was still on watchOS 9, it would work with the iPhone X and iPhone 8 but not the iPhone SE 1st gen.

New rules for Apple Watch compatibility with iPhones:

1. If your iPhone supports iOS 18, it will pair with any Apple Watch.

2. If you have an iPhone 8 or iPhone X, it will pair with a Series 4, Series 5, or SE 1st generation Apple Watch on watchOS 9 or earlier, and any Apple Watch before that.

3. If you have an iPhone 6S, SE 1st generation, or iPhone 7, you can pair a Series 3 Apple Watch or earlier.

Quickly disabling biometrics on Android is literally several steps behind iOS.

Imagine if your car required you to slam on the brakes as hard as you can and tap an “anti-lock brakes” button on your infotainment screen in order to activate the anti-lock brakes.

That’s essentially what Android phones require you to do in order to quickly disable biometrics. It is not an intuitive, one-step process on Android like it is on the iPhone.

First, you have to enable Lockdown Mode in Settings by either searching for “Lockdown Mode,” or going through a menu tree depending which Android phone you have.

That is assuming of course, your Android phone even supports it.

Seems like Samsung requires you to enable Lockdown Mode first through this menu tree, but it’s a one-time operation so I’ll let that pass. Once you have done that, you can hold the power button until you get to the power menu screen, and then tap the Lockdown button.

On Pixel phones, if your power button isn’t tied to Google Assistant, you can press and hold the power button to get into the power menu, and then select Lockdown. If your power button activates Google Assistant like an iPhone’s power button activates Siri, then you have to press and hold volume up and the power button and then you enter the power menu and have to select Lockdown.

You don’t get a one-step method like iOS, where a simple press and hold of the Power Button on one side of the device, and any or both volume buttons on the other side of the device (essentially squeezing the phone) automatically disables all biometrics. Just press and hold for a full 2 seconds, and that’s it.

No touchscreen input required.

If you have Haptics turned on, you also get a vibration to confirm your button inputs were successful. Personally, it’s best to enable Haptics to give you more reassurance.

Haptics or not, the point is you don’t have to look at your iPhone’s screen and confirm anything with a touch, which in my opinion defeats the purpose of quickly securing your device. That I won’t let pass.

You also don’t have to think about which volume button to press on an iPhone, since either one (or both together) will work. Just squeeze the damn iPhone and you’re good.

Odds are if you are in a situation where you have to do this, you’re already distraught to some extent, and might not have the time to even touch your screen if someone grabs the phone out of your hands fast enough.

Once again, assuming you even enabled Lockdown Mode.

Jony Ive interviewed with CEO of Stripe Patrick Collison.

Nice to see Jony Ive in public and to hear some of his takes about technology and humanity, even in something as “trivial” as how a cable in a box is packaged.

Samsung S25 Edge to debut next week

Monday, May 12th at 8PM Eastern Time in the USA is when the Samsung S25 Edge will be fully revealed. Finally we get a decent release time here on the East Coast that isn’t at the peak of Monday workday shenanigans. A nice time to watch the event in the comfort of your own home.

I just need to make sure I’m not on call Monday night.

This event will answer many questions, but also raise new ones. It will also foreshadow what to expect from Apple in the Fall, since odds are both companies are competing with each other in the back end. Both companies are heavily involved in the supply chain, and there is no doubt that each company knows about the other’s prospective plans based on their own insider information. Apple tends to make products that solve problems and have purpose, while Samsung tends to be the copycat so let’s see how Samsung positions this device.

The battle of the foldables won’t begin until Apple releases their own, but this year will be the battle of the bulge.