As the year 2024 comes to an end, Im looking back and thinking about what a marketers calendar looked like. Given the pace of culture, its measured less in months, days, and weeks, and more in hours. Yet there are moments and events that anchor so much brand activity, from the Super Bowl, to the Olympics, sports playoffs to award shows. Meanwhile, there are the constant cultural moments created by an always-on audience that brands are both excited and terrified by. Oh, and then there was a major U.S. election and the continued rise of AI. Pretty mellow year, all told, right?The role of the chief marketing officer is ever-evolving, and often bespoke to the company and brands with which they work. But the job has become more complicated, and its a crucial linchpin to commercial growth and success. In order to succeed, marketing execs must continuously straddle the growing collection of media and platforms to elevate their brands cultural resonance, and connect to audiences.We recently announced our inaugural Brands That Matter CMOs of the Year list, so there may be no one better to talk to than these marketing execs at the top of their game. I asked nine of them about lessons from the past year, issues to face in the coming year, and what will be the biggest development or shift marketers and brands can expect in 2025.Lessons from 2024Trust is everything, and the benefits of trust compound exponentially. Our DoorDash-All-The-Ads campaign benefited from an extraordinarily high level of trust, developed at warp speed and in real-time. Given that it was novel, we had to trust that we could pull it off, the business had to trust that it would deliver, and we had to trust every advertiser in the Super Bowl with our idea and have them do the same with usversus the standard practice of everyone holding their cards incredibly close to the vest. When in doubt, trust. DoorDash CMO Kofi Amoo-GottfriedThinking expansively, pushing the boundaries and stretching the limits. No one fits into any one box. You can love red lipstick and heavy metal, you can excel at STEM and be a sports fan, you can be purpose-led and results driven. My vocabulary centers around and and all, not or. And thats how were fueling our disruptive marketing engine, expanding our unaided brand awareness from 13% in 2020 to 33% in 2024. The progress were making is exceptional and the e.l.f.ing limit does not exist. E.l.f. Beauty CMO Kory MarchisottoBecause of the divisiveness in the country, there was a lot of fear and concern coming from marketers about communicating anything that might come off as political or leaning one direction or another. I think we all learned the brands that stayed consistent with their core values won out. At the NFL, we chose not to abandon or shrink our core programs that were focused on being a force for good, and ultimately, we will come out of 2024 with a stronger brand. National Football League CMO Tim Ellis This year we saw that focus really matters. Too often as brands we try to be all things to all people and miss the beauty of focus. The simplicity in doing a few things in extraordinary ways made a significant difference in our ability to break through, resonate deeply, but more importantly, actually make meaningful change around the issues we focused on. Whether those were customer experiences, product enhancements, or marketing platforms we cared about like continual change in the space of womens sports. Our focus allowed deeper levels of investment, a more concentrated presence and more authenticity in our actions. Ally Financial CMO Andrea BrimmerMost significant issue of 2025Theres this fascinating tension between change being hard and something that humans are psychologically averse to, and operating a high-growth business within the context of the dramatically accelerated technological, economic, and societal shifts weve seen over the past few years. So, in many ways, I believe the most significant challenge is building a resilient, agile, and creative organization that can adapt and evolve at the pace of culture, and to do this without losing a sense of ourselves or what were trying to accomplish. DoorDash CMO Kofi Amoo-GottfriedWe will continue to strike the right balance between leaning into technical innovations and data-powered marketing with high creativity and working to make people truly feel something from our communications. Its never been so important to encourage and drive toward emotional storytelling. With increasing focus on efficiencies and marketing attribution for every dollar spent, we need to have the courage to continue to create high-impact marketing that will break through and achieve an emotional connection with our fans. National Football League CMO Tim Ellis The most significant issue next year will continue to be the relentless pace of technology evolutionparticularly AIand the pressure to implement more holistically across the marketing ecosystem. AI is infiltrating literally every aspect of marketing from creative development, to consumer segmentation, to process and operations. The pressure to pick up the pace, find real efficiencies and drive great value never abates for marketers. Those that are not rapidly ideating and implementing around AI will start to get left behindwait and see is not a mode we can be in anymore. I believe the pressure for greater adoption and utilization will be significant for marketers.Ally Financial CMO Andrea BrimmerThe social landscape is evolving: changes in ownership of platforms, the regulatory landscape, even threats of platforms getting banned altogether. Of course, its pushed our marketing team to adapt, add new platforms to our mix, and find the up and coming spaces. But the creativity that bubbles up on these platforms is a big inspiration for me and the work I lead. Tapping into the collective storytelling in these spaces helps me understand what people are excited about, and it helps me think about how to connect with our viewers. If these platforms were to go away, it would be a loss to the broader creative community. Tubi CMO Nicole ParlapianoTalent. Today, marketers have to be tech-savvy, data savvy, financially savvy and marketing savvy in the traditional sense. Right- and left-brained thinkers. This is very hard to find, and the most important thing we can do as leaders. And, for our current teams, its essential that we focus on upskilling and reskilling so that they are equipped to navigate an ever-complex world. Our people are the brains, and the heart, behind everything that we do. Mastercard CMO Raja RajamannarBiggest 2025 development for marketersAI will continue to be a huge deal, not just because it will change how we work, but because it will put a premium on developing and delivering truly original creativity. Good enough content and storytelling will be commoditized and no longer good enough to drive differentiation, which will require us all to find that next gear. DoorDash CMO Kofi Amoo-GottfriedTheres no question that every marketer is now focused on how to manage the opportunities with AI. Like any new technological innovation, we will all need to determine how to harness its power and potential, without allowing it to mute or lessen big new ideas and creativity. We will certainly do everything we can to take advantage of the opportunities with AI as it relates to speed, distribution of messages and data, but we will also continue to embrace big, bold ideas that are truly new and innovative. NFL CMO Tim EllisWe have entered a period of constant change and disruption, which creates an opening for innovative and fearless marketers. The rapid pace of new technology provides a tremendous opportunity for enhanced marketing campaigns, more personalized messaging and additional cutting-edge efforts across all marketing mediums, but marketers must embrace innovation and be unafraid in the face of change. Disney chief brand officer Asad AyazThe culture chasm will continue to widen and navigating cultural relevance will be trickier than ever for brands and marketers. We are witnessing unprecedented changes in consumer sentiment, attitude and behavior. The political and societal divide is moving in highly bifurcated directions The notion of showing up in culture, so central to brand relevance the last several years, is becoming more complex to define. Many brands will struggle and get it wrong in 2025, underscoring the importance of authenticity in each brand action and alignment with what shareholders, employees and customers expect from your brand. Ally Financial CMO Andrea BrimmerIn our sector, next year presents a double-helix dilemma. Its the first year since the pandemic when releases will be back to capacity, while at the same time people are attending fewer movies. The competition to stand above and apart with every title will be intense. Universal Pictures CMO Michael MosesGenerative AI will continue to be a hot topic as marketers determine how they can thoughtfully apply it, not only to make processes more efficient, but also in an attempt to personalize content. I am energized and excited about what were doing at American Express, as we focus on how to use Gen AI to make our colleagues more productive, enhance data protection, and improve many experiences for our customers. American Express CMO Elizabeth RutledgeWe began with AI, progressed to Generative AI, and are now entering the next transformative phase: agentic AI. This is the game changer. Unlike traditional or Generative AI, where you ask for answers and then act on them yourself, agentic AI takes care of everythingfrom providing recommendations to executing tasks on your behalf. For instance, instead of merely suggesting the best flight options, the AI agent will book them for you. This shift has profound implications for the convenience of consumers, as they delegate decision-making to AI. For marketers, its imperative to adapt, remain relevant and find ways to integrate into this evolving purchase funnel. Brands must ensure they are the preferred brandnot only for consumers but for their AI agents. Mastercard CMO Raja Rajamannar

Amidst a product landscape dominated by junk, we occasionally encounter humble, useful objects where the designer has clearly thought things through. These will never make it into the MoMA, but they aim to improve the lives of everyday people doing everyday things.A seat belt guide for pregnant women.Smart design improvements to the travel clothesline. The Clipa Purse Hook. A modern, three-application design for a drinking fountain. A specialty drill bit for electricians, designed from customer feedback. An easy-to-carry folding lighter that extends reach. This clever design for a kiln shed features siding that turns into shelving. A compact, easy-to-deploy design for a car sunshade (assuming this thing is real).Toilet paper storage for bathrooms with no free space. This ergonomically superior interface design for camera operators uses inertia wheels that have adjustable mass. Industrial designer Andrew Smith's brilliant fly-repelling invention.A clever design for an easy-to-store spray bottle. Klhip rethinks the ergonomics of the nail clipper. Industrial design firm BKID creates a dog harness with better UX. Microsoft's Xbox Adaptive Joystick for players with limited mobility. GE's Access Kit, which lets you easily retrofit appliances for use by the blind. Peak Design's Tech Pouch is an organizing bag with better UX. Lastly, one example of what not to do. This freezer control dial is just terrible UI design:

In the realm of design, space has long been a source of inspiration, sparking creativity and innovation. From watches that mimic celestial movements to pens crafted from cosmic materials, these designs bring the wonders of the universe into our everyday lives. We have curated a collection of the top five space-inspired products that stand out for their unique blend of functionality, aesthetics, and cosmic allure.If you love the cosmic world, these products are a must-have. They are functional and efficient, serving as impressive collectors items that would make spectacular additions to your work, tabletop, and home. Dive in, and make your pick!1. NASA Artemis Tumbler Automatic Limited Edition Xeric WatchThe NASA Artemis Tumbler Automatic Watch is a horological masterpiece that transforms how we perceive time. Its tumbling satellite complication is a marvel of engineering, using a proprietary movement that guides the hour along a minute track in a mesmerizing dance. The watch is not just a timepiece but a tribute to the art of watchmaking and the mysteries of the universe.It is encased in stainless steel with a scratch-resistant sapphire crystal and offers a glimpse into its mechanical heart through the case back. The dial and hands glow with Super-LumiNova, enhancing its cosmic theme. It also features interchangeable straps and a custom luminous rotor.Why is it noteworthy?The tumbling hour complication provides a unique way to read time. The hour hand glides along the minute track, creating a dynamic display. The ability to customize the minute track increments and the inclusion of both a stainless steel bracelet and a silicone strap add versatility and personalization.What we likeUnique tumbling hour complication offers a novel time-telling experience.Interchangeable straps provide versatility and personalization.What we dislikeThe complex design may not appeal to those who prefer traditional timepieces.Mechanical movement requires regular winding and maintenance.2. Levitating Pen 2.0: Cosmic Meteorite EditionCalled the Levitating Pen 2.0: Cosmic Meteorite Edition, this pen is designed to defy gravity and captivate your imagination. It draws inspiration from the vastness of space and isnt simply a writing tool, but also a statement piece. It is made from aircraft-grade aluminum, and equipped with a genuine Muonionalusta meteorite tip.The pens levitating design reminds you of an iconic spacecraft, and is a conversation starter, while its mesmerizing spin function provides a calming escape. With premium Schmidt ink cartridges and a magnetic cap, this pen ensures a smooth writing experience.Click Here to Buy Now: $399.00Why is it noteworthy?The pen perfectly merges cosmic inspiration and cutting-edge design. The use of a genuine meteorite tip connects the user to a piece of cosmic history, while the levitating design adds a futuristic touch. The ergonomic unibody construction ensures comfort during long writing sessions, and the premium ink cartridges provide a smooth writing experience.What we likeGenuine meteorite tip provides a tangible connection to cosmic history.What we dislikeThe high price point may deter casual buyers.Requires careful handling to maintain levitation and balance.3. Moon Rocket Wall ClockThe Moon Rocket Clock brings the allure of space travel into your home with its minimalist yet striking design. Made from specially polished stainless steel, the clock captures the mystique of the moon with floating numbers that wax and wane like lunar phases. The second hand is designed as a rocket ship, and circles the moon, reminding you to embrace adventure and seize the day.This clock is not just a timekeeping device but a piece of art that inspires a spirit of exploration and wonder. Its elegant design makes it a perfect addition to any room, serving as a gentle reminder of the infinite possibilities that lie ahead.Click Here to Buy Now: $325.00Why is it noteworthy?The clock has a unique design, featuring floating numbers and a rocket ship seconds hand, creating a dynamic visual experience that captures the imagination. The clocks minimalist aesthetic allows it to fit seamlessly into any decor, while its space-inspired theme encourages a sense of adventure.What we likeUnique design with floating numbers and rocket ship seconds hand inspires adventure.What we dislikeThe minimalist design may not suit those who prefer traditional clocks.Requires regular maintenance to keep the polished finish pristine.4. AscentThe Ascent Indestructible Notebook and Pen set are designed for durability and performance, inspired by the resilience of space exploration. The notebook features a genuine carbon fiber cover and waterproof stone paper pages that resist oil and other liquids. Paired with a rugged space pen equipped with a NASA-approved Fisher Space cartridge, this set is built for extreme conditions.The innovative magnetic design seamlessly integrates the notebook and pen, ensuring secure attachment in various scenarios. With eco-friendly materials and a compact design, the Ascent set is perfect for those who need a reliable writing tool in any environment.Why is it noteworthy?The carbon fiber cover and stone paper pages offer resilience against the elements, making it ideal for outdoor use. The space pens NASA-approved cartridge ensures reliable performance in extreme conditions, while the magnetic integration provides convenience and security. The use of sustainable materials, such as stone paper, aligns with environmentally conscious practices.What we likeDurable carbon fiber cover and waterproof stone paper pages ensure resilience.Magnetic integration of notebook and pen provides convenience and security.What we dislikeLimited page capacity may require frequent refills for heavy users.5. Perpetual Orrery Kinetic ArtThe Perpetual Orrery Kinetic Art is a mesmerizing mechanical model that brings the cosmos into your home. Inspired by 18th-century European Grand Orreries, this model recreates the movements of the solar system with intricate precision. It is made from brass and steel, and features visible gears that mimic celestial mechanics, providing a captivating display of planetary orbits.The model includes lunar phases, a slowly moving Neptune, and a Tempel-Tuttle comet on a 33-year cycle. With adjustable speed control, you can customize the orbits to your liking, making it both an educational tool and a decorative masterpiece that celebrates the wonders of the universe.Click Here to Buy Now: $449.00Why is it noteworthy?The Orrerys design is a tribute to the beauty of historical astronomical instruments while merging modern engineering. The visible gears and precise movements create a dynamic visual experience that captivates viewers and educates them about celestial mechanics. It is blessed with a compact and user-friendly design which makes it accessible to all users, providing a perfect combination of beauty, education, and entertainment.What we likeMeticulous craftsmanship and visible gears provide a captivating display.Adjustable speed control allows for a personalized viewing experience.What we dislikeComplex design may require careful handling and maintenance.The post Top 5 Space-Inspired Designs To Bring The Cosmos To Your Home first appeared on Yanko Design.

The Helvetica design was a "betrayal of the brand", new owners say.

It's available for Mac, iPhone, iPad and Apple Watch.

From AI to maximalism - we asked the experts where typography trends are heading in 2025.

Every television deserves a row of speakers to call its own. These are our favorite soundbars.

MacworldApple holds a Back to School promotion every year (now known as the Higher Education Offer to avoid confusion because its only open to students once they enter higher education, and the institutions and teachers, not school-age children). As part of the deal, Apple offers an incentive with purchases of qualifying Apple products.Apples Back to School deal runs in various locations around the world during the summer months. The deal usually ends about a month after the first university semester begins in that country.The offer will be running in Australia, New Zealand, Brazil and South Korea, very soon. We expect it will start around January 6 and run until mid March. Apple Higher Education Offer kicked off in the U.S., Canada and India back in June 2024 and in early July in the U.K. and Europe. In the U.S., U.K. and Canada Apple gave away gift cards with qualifying product purchases. In Europe and India, customers got money off the purchase of AirPods instead.The deal is likely to be gift cards in Australia and New Zealand. Students in Brazil could claim free AirPods with a Mac or free Apple Pencil with their iPad purchase in January-March 2024, so it is possible Apple may offer the same deal in that location. Read on to find out when Apples Higher Education giveaway will start where you live and what the deal is likely to include. We also explain who qualifies and how to take advantage of Apples education deal. What is Apples Back To School offer?Vouchers, AirPods or Apple Pencil depending on where you are basedFor a long time, Apple gave away a pair of AirPods with qualifying sales of certain Macs and iPads as part of its education promotion, but in 2022 Apple stopped giving away AirPods in the U.S., Canada, U.K., and Australia. Instead, Apple offers gift cards with qualifying purchases during the promotional period. Students get different gift card denominations depending on the products purchased. Not all Apple products are included in the offer.This means those taking advantage of the deal get more choice about what they spend their money on, rather than being limited to headphones. Apple also offers gift cards during its Black Friday shopping event.Apple doesnt offer the same deal everywhere though. In parts of Europe and India, for the summer of 2024, the promotion allows shoppers to get discounted AirPods or Apple Pencil with qualifying purchases. There was a similar deal in January 2024 where those based in Brazil could claim free AirPods with a Mac or free Apple Pencil with their iPad purchase in January-March 2024. This isnt the only education-related saving Apple offers though. Apple doesnt only offer education-related deals during the summer months. All products sold to students via Apples Education Store include a discount all year round, so you can always make a saving on Apple products, as long as you qualify. The summertime education-focused deal is in addition to these year-long discounts Apple offers to students and education institutions. We explain everything you need to know about getting a discount, including how much you can save as a student and how to use Apples Education Store, in our Guide to shopping in the Apple Education Store. We also have advice about the Best Mac for Students and the Best iPad for Students. You may also like to read our Apple student buying guide.Apple Back to School Sale Dates 2025The Higher Education deal runs at different times depending on which side of the Earth you are based. Apple runs the promotion at different times in different places due to differences in when the school year starts around the globe. Apple runs the promotion in the southern hemisphere in the first few months of the year. Hence, if you live in Australia, New Zealand, South Korea and Brazil Apples deal will run from early January to mid March in 2025.The same deal runs between June and late September/October in North America, and between July and October in Europe and the U.K.Australia, New Zealand, South America, South Korea: The deal will run from early January to mid March 2025.U.S. & Canada: Apples Higher Education Offer started on June 20, 2024 and ran until September 30. Similar dates are likely in 2025.U.K. & Europe: The deal started on July 3 and ran until October 21, 2024. Similar dates are likely in 2025.India: The deal started on June 20 and ran until September 30, 2024. Similar dates are likely in 2025.Apple Back to School Sale Australia/New Zealand/South America/South Korea 2025January 6 to March 12, 2024 EstimatedThe dates in Australia, New Zealand, Brazil, and South Korea correspond with the new school year there. In 2023 the deal ran from January 18 to March 13. In 2022 the deal ran from January 6 to March 14, 2022. In 2021 the sale ran from January 7 to March 16. In 2023 the deal started a little later on January 18. Apple Back to School Sale U.S. & Canada dates 2025June 19 to September 29 EstimatedIn 2024 the promotion ran from June 20 to September 30.This start date in 2024 was a little later than in 2023 when the deal started on June 5 and ran until October 2 in North America, which was a longer period than traditionally. In 2022 the deal ran from June 24 to September 26, while in 2021 the deal ran from June 17 to September 27. In 2020 Apple launched the U.S. sale on 15 June with an end date set for 29 September, although Apple ended up extending the end date to October 12 instead, moving it to just a day before Amazons Prime Day, which took place over October 13-14, 2020.Apple Back to School Sale UK/Europe dates 2025July 2 to October 20, 2024 EstimatedThe start date in 2024 was a little earlier than usual when it ran from July 3 to October 21. In 2023 the deal ran from July 13 to October 23. In 2022 Apples Higher Education Offer started on July 14 and ran until Monday, October 20. Apple U.K.s Back to School Sale in 2020 started on July 9 and lasted until October 29. Apple launched its 2019 sale on July 9, and its 2018 sale began on July 12.Apple Back to School Sale India dates 2025June 19 to September 29 EstimatedThe Higher Education offer dates correspond to those in the U.S. and Canada. What is Apples education offer in 2025?Apple tends to either give away vouchers or AirPods with qualifying purchases. Read on to find out what Apples Back To School promotion is where you are. Australia and New ZealandWhen the deal kicked off in Australia in early 2024 the offer included free Apple Gift Cards. This deal finished on March 13, 2024. We expect that Apples 2025 will be the same. In 2024 Students could get a free gift card with the following purchases:AU$240 with a MacBook Air, MacBook Pro, or iMac AU$160 with a Mac miniAU$160 with an iPad Air or iPad ProAU$120 with an iPad 10th Gen20% off AppleCare+ is also availableVisit Apple Australias website for more information. The terms and conditions of the deal in Apple Australia are here.There were similar gift voucher savings in New Zealand. Brazil and South KoreaIn Brazil and South Korea Apple gave away AirPods with Mac purchases and Apple Pencil with iPad purchases from January to March 13, 2024. The deal may be the same in 2025. AppleU.S. & CanadaIn the summer of 2024, U.S. and Canadian students could get gift cards with the following qualifying Apple purchases. We expect similar in 2025.Buy an iMac, MacBook Pro, or MacBook Air and get a $150 Apple gift card.Buy a Mac mini and get a $100 Apple gift card.Buy an 11-inch or 13-inch M4 iPad Pro or an 11-inch or 13-inch M2 iPad Air and get a $100 Apple gift card.The terms and conditions of the deal are here: U.S. Apples education discounts are available all year round. Visit the U.S. Education Store and Canada Education Store for more information.U.K.In summer 2024 Apple offered the same deal as the U.S. and Canada in the U.K. We expect similar in 2025.Buy an iMac, MacBook Pro, or MacBook Air and get a 120 Apple gift card.Buy a Mac mini and get a 80 Apple gift card.Buy an 11-inch or 13-inch M4 iPad Pro or an 11-inch or 13-inch M2 iPad Air and get a 80 Apple gift card.The voucher values were lower than summer 2023 when students could get the following with qualifying Apple purchases.Buy an iMac, MacBook Pro, or MacBook Air and get a 130 gift card.Buy a Mac mini and get a 100 gift card. Buy a 12.9-inch iPad Pro, 11-inch iPad Pro, or iPad Air and get a 100 Apple gift card.The terms and conditions of the deal are here: U.K.Apples education discounts are available all year round. Students and educators need to log in via UNiDAYS website to see the offers. Educational Store discounts are usually up to 280for U.K. students. See Apples terms and conditions. Europe In (most of) Europe in 2024 Apple gave shoppers a promotional discount on a pair AirPods or Apple Pencil with qualifying product purchases. We expect similar in 2025.Buy an iMac, MacBook Pro, or MacBook Air and get 199 off AirPods 3rd gen, AirPods Pro or AirPods Max.Buy a Mac mini and get 149 off AirPods 2nd gen, AirPods 3rd gen, AirPods Pro or AirPods Max.Buy an 11-inch or 13-inch M4 iPad Pro or an 11-inch or 13-inch M2 iPad Air and get 149 off an Apple Pencil Pro or 89 off an Apple Pencil USB-C.French details here. German details here. Spanish details here. Italian details here.In the Netherlands Apple gave away gift cards. Details here.IndiaIn 2024 in India the Back to University deal was the same as in Europe: AirPods or Apple Pencil discounts. We expect similar in 2025.Buy an iMac, MacBook Pro, or MacBook Air and get 19900 off AirPods 3rd gen, AirPods Pro or AirPods Max.Buy a Mac mini and get 12900 off AirPods 2nd gen, AirPods 3rd gen, AirPods Pro or AirPods Max.Buy an 11-inch or 13-inch M4 iPad Pro or an 11-inch or 13-inch M2 iPad Air and get 11900 off an Apple Pencil Pro or 7900 off an Apple Pencil USB-C.Details here.Which products are part of Apples Education offer?Qualifying products may differ depending on whether Apple has recently updated them. For example, over Black Friday Apple offers gift cards with select purchases, but its newest products are always left out of the deal. Hence, if Apple has just updated the iPad or Mac you want to buy you may not be able to get the vouchers or other gift alongside your purchase. Qualifying purchases for Apples deal in 2024 included: iMac 24inch, MacBook Pro, MacBook Air, Mac mini, iPad Pro 11- and 13inch, iPad Air 11 and 13-inch. (In Australia in early 2024 the iPad 10th generation was included, but this wasnt the case later in 2024). In summer 2023 qualifying purchases included: iMac 24inch, MacBook Pro, MacBook Air, Mac mini, iPad Pro 12.9inch, iPad Pro 11inch, and iPad Air. Students can also take advantage of a reduced subscription to Apple Music with which they get access to Apple TV+ when they buy an Apple product. Read: How to get the student deal for Apple Music and free Apple TV+.How to get Apples Back To School dealAs long as you are based in an area where Apple is running the deal at the time of your purchase, and are a student in higher education, or about to start higher education, you can qualify for Apples Higher Education deal and get gift cards with your purchase. There are more details about who the deal applies to below.Note that if you qualify you are able to get discounts all year round by shopping in the Apple Education Store, so you dont need to shop during the Back to Uni deal period to get a bargain. You can also get discounts on other products not included in the offer (although there is no education discount for the iPhone). In the U.S. you need to visit Apples U.S. Education Store, but logging on from your university network may make the process easier.In the U.K. you can visit the U.K. Education Store, but you will also need to verify your student or staff status with UNiDAYS.Go to the Apple Education Store for other regions using the links below:CanadaAustraliaNew ZealandBrazilSouth KoreaIndiaFranceGermanyWhen you make yourpurchase you will be able to request the Apple Gift Card or discount depending on your location.Who can get Apples Back to School deal?If you are registered at a higher education facility (thats post-K12 education: universities and colleges) you will qualify for the free AirPods deal as well as Apples usual education discount. Employees of these institutions can also qualify. If you are a parent buying for your student offspring then you can also qualify. Here are Apples Ts&Cs for the U.S. Alternatively, if you are an employee of a public or private K-12 institution/school in the U.S. or Canada you are also eligible. Apples Education pricing isnt available to parents with kids at school, but a homeschool teacher can qualify.Even when Apple isnt running the Back to School Deal students and education institutions can still take advantage of its standard educational pricing on its Educational Pricing page (U.S. here / U.K. here).How much can you save with Apples education pricing? Students can save up to $200/220 on Macs and up to $100/100 on iPads at any time of the year. More here: How to get an Apple student discount at Apples Education Store.Which iPads are included in Apples Back to School deal?The 10th gen iPad could be a good partner to have at university. Macwelt/Apple/AmazonNot every Apple product you can buy in the Education Store is included in the deal. In 2024 Apple included the following iPads in the deal in the U.S & U.K.:11-inch or 13-inch M4 iPad Pro or an 11-inch or 13-inch M2 iPad Air and get a $100 Apple gift card.Its notable that Apple didnt include the cheaper iPad 10th gen in the 2024 deal (although it did in Australia earlier in the year). The iPad mini was also omitted.You can still get discounted Educational Pricing on the iPad and iPad mini if you qualify, you just wont be able to get the freebie. If you dont qualify for the education pricing we have a separate guide on where to get the best deals on the iPad. For advice about which iPad to buy read: Which iPad is best for students.Which Macs are included in Apples Back to School deal?A MacBook Air is a good choice for students. FoundryNot every Apple product you can buy in the Education Store is included in the promotion. Apple doesnt usually offer incentives to buy the newest Apple products, but this year it does appear to be including the new 15-inch MacBook Air in the deal. In 2024 the following Macs were included in the deal: MacBook AirMacBook ProiMacMac miniThis is the same as in 2023, which was the first year in a while that the Mac mini had been included in the deal. You can already take advantage of education pricing for all of those Macs. If you dont qualify for an education discount have a look at these round-ups of the best deals on a new Mac:Best MacBook Pro dealsMacBook Air dealsMac mini dealsBest iMac dealsBest Mac Studio dealsWe also have this advice about which Mac is best for students.

MacworldAs a sports fan, Im besieged with ads for gambling these days. Sports media is full of experts that are happy to claim they know whos going to win and whos going to lose, but of course, if they really had all the answers theyd be rich and not flogging their predictions.What Im saying is, nobody knows anything. And while Ive been covering Apple since time immemorial (okay, the 1990s) and predicting in this space for a decade, lets just say that nobodys perfect.Still, its fun to think about the blank canvas that 2025 offers us. Here are my predictions for whats to come in the next year. As always, no wagering.The easy betThe simplest prediction one could make about Apple in 2025 is this: just as 2024 was the year of Apple Intelligence, so too will 2025 be the year of Apple Intelligence. Apples crash project to add AI models to all aspects of its software got a brand name in 2024, but the work is far from over.Apple will spend the first half of 2024 making good on its remaining unfulfilled promises from WWDC 2024, and then in June itll make a whole new years worth of promises. Thats as close as anyone can come to a stone-cold mortal lock of a prediction. It will take years for Apple to take its foot off the gas when it comes to Apple Intelligence, because its at least a few years behind some of its competition.Its also not much of a prediction to say that Apple Intelligence will continue to be the same mishmash of useful and useless features as it has been up to now. Im not sure if anyone in the tech industry really knows which AI features will be the ones that blossom into game changers and which ones will be duds. So for now, everyone just keeps throwing spaghetti against the wall. Apples got several pots full of spaghetti still on a boil.And yet, after all of this, by the end of 2025 Siri still wont be as good as it should be.Siri will get a real glow-up in 2025.FoundryThe software storyAll of Apples OS updates in 2025 will be primarily focused on, you guessed it: Apple Intelligence. The company will need to ship its promised features that leverage its on-device index of your personal information and take advantage of App Intents to control other apps. My guess is that those releases will be extremely limited in terms of scope and functionality. But theyre something to build on, and Id be surprised if next June there arent major announcements to extend the ability for Apple Intelligence to learn about your personal data and control your apps.Ever since June Apple has been making noises about supporting third-party AI tools other than ChatGPT, but there havent been any announcements. In 2025, I expect that the company will sign up at least one partner beyond OpenAI, and maybe even more than that. Support for additional third-party chatbot providers will probably debut in the fall with an early version of iOS 19 and macOS 16.Wearables, Home and AccessoriesNone of Apples ancillary products got Apple Intelligence this year, but 2025 might be when we first see some signs of that. visionOS 3 will probably add in support for Apple Intelligence, and I think theres a decent chance that a new HomePod Mini will include explicit support for Apple Intelligence.The real surprise debut of the year will be a new home product, which (as has been reported by Mark Gurman at Bloomberg) will be a small, iPad-like display running a custom Apple-build OS thats designed to be a home controller and ambient display. I like the idea that itll be modular, with an optional speaker dock or a mount to hang it on your wall. And itll obviously also bring Apple Intelligence to the party. What will it be called? I have no idea, but Ill put down 20 quatloos on the new HomePod. (Sorry, old HomePod!)Those searching for additional hardware will be disappointed. There wont be a new visionOS device in 2025, nor will there be an Apple answer to Metas Ray-Ban glassescall em AirPods Specseven though there should be.A Vision Pro update will have to wait until 2026.David Price / FoundryOther hardwareIts a good thing that Apple Intelligence is all consuming, because its shaping up to be a fairly quite year for Apples core hardware product lines.Yes, in the spring well get an M4 MacBook Air, but its unlikely to be different in any appreciable way beyond getting an improved webcam. Well also likely see M4-powered updates to the Mac Pro and Mac Studio, though Im anticipating that they wont be particularly exciting ones. Similarly, M5 MacBook Pros will debut in the fall because thats whats required, but theyre unlikely to offer improvements over this years models beyond the chip itself.Similarly, the iPad seems primed for a dull year after a year full of excitement. A new low-end model will likely be introduced, but thatll hardly move the needle.On the iPhone, things will similarly be static for two of Apples three phone models. Maybe the iPhone 17 will pick up a higher-refresh rate screen and the iPhone 17 Pro and Pro Max will see slight camera improvementsalways a safe bet. The big news will be the replacement for the iPhone Plus, in the form of the iPhone 17 Air.The iPhone 17 Air will cost less than $1000 and will be the thinnest iPhone ever, but with enough technical compromises to infuriate a whole bunch of tech nerds. (Itll still sell better than the iPhone Plus or Mini ever did.)Thin will be in again in 2025.FoundryService is our businessAt some point in 2025, Apples total profit from its services will surpass its profit from products. While its not fair to say that Apples going to lose its soul at that momentthe fact is, most of Apples services revenue is directly tied to its success selling hardwareits worth pondering just how important the services budget line has become to Apple.Apple will continue to invest in its services in 2025, of course. But I think those investments will be incremental in naturea big film here, a bunch of prestigious TV shows there, maybe some new Fitness or News content. But while Apple will be rumored to be in the running for a major chunk of sports rights or even a movie studio, in the end I dont think it will buy anything that large. (If Apple buys Disney or Warner Bros. in 2025, well, were all going to look back on this column and laugh.)Speaking of services revenue, two of Apples biggest revenue drivers in the category are browser referral money from Google and revenue from the App Store. I think its safe to assume that the Google deal and Apples App Store policies will continue to be under assault from regulators in 2025. Ill also predict that the company will continue its policy of fighting attempts to change its business model tooth and nail.Will a record fine be levied against Apple in 2025? I wouldnt bet against it, but as I warned you earlier, its probably not smart to bet on this stuff. Theres no such thing as a sure thing.

This is todays edition ofThe Download,our weekday newsletter that provides a daily dose of whats going on in the world of technology.The biggest AI flops of 2024The past 12 months have been undeniably busy for those working in AI. There have been more successful product launches than we can count, and even Nobel Prizes. But it hasnt always been smooth sailing.AI is an unpredictable technology, and the increasing availability of generative models has led people to test their limits in new, weird, and sometimes harmful ways. These were some of 2024s biggest AI misfires.Rhiannon WilliamsIf youre interested in the latest developments in the weird and wonderful world of AI, check out the AI Hype IndexMIT Technology Reviews highly subjective take on whats for real and whats just a lot of hallucinatory nonsense. Our latest edition features emotional robotic pets, Pokmon Go, simulated humans, and much more.Why EVs are (mostly) set for solid growth this yearIt looks as though 2025 will be a solid year for electric vehiclesat least outside the United States. (Inside the US, sales will depend on the incoming administrations policy choices.)Globally, these cleaner cars and trucks will continue to eat into the market share of gas-guzzlers as costs decline, consumer options expand, and charging stations proliferate.But ultimately, the fate of EV sales will depend on the particular dynamics within specific regions. Heres a closer look at whats likely to steer the sector in the worlds three largest markets: the US, the EU, and China. Read the full story.James TempleThis piece is part of MIT Technology Reviews Whats Next series, looking across industries, trends, and technologies to give you a first look at the future. You can read the rest of them here.How wind tech could help decarbonize cargo shippingInhabitants of the Marshall Islandsa chain of coral atolls in the center of the Pacific Oceanrely on sea transportation for almost everything. For millennia they sailed largely in canoes, but much of their seafaring movement today involves big, bulky, diesel-fueled cargo ships that are heavy polluters.Theyre not alone. Cargo shipping is responsible for about 3% of the worlds annual greenhouse-gas emissions, and at the current rate of growth, the global industry could account for 10% of emissions by 2050.The islands have been disproportionately experiencing the consequences of human-made climate change: warming waters, more frequent extreme weather, and rising sea levels. Now its residents are exploring a surprisingly traditional method of decarbonizing its fleets. Read the full story.Sofia QuagliaThis story is from the forthcoming magazine edition of MIT Technology Review, set to go live on January 6its all about the exciting breakthroughs happening in the world right now. If you dont already, subscribe to receive future copies.The must-readsIve combed the internet to find you todays most fun/important/scary/fascinating stories about technology.1 A Tesla Cybertruck exploded at Trumps Las Vegas hotelAuthorities are investigating if the incident is linked to a similar attack in New Orleans. (The Guardian)+ The Cybertrucks driver was killed, while seven others were injured. (Reuters)+ Both vehicles were rented using the same app, called Turo. (Insider $)+ The New Orleans suspect appears to be inspired by the Islamic State. (Economist $)2 What five years of covid has taught usHow prepared we are for future pandemics hinges on governments willingness to listen. (New Scientist $)+ Covid exposed how vulnerable global health systems are. (The Guardian)3 Americas tech industry needs imported laborEscalating tensions over the future of the H-1B visa lays that bare. (WSJ $)+ Thousands of overseas workers are trapped by the US immigration system. (Insider $)+ Tech workers had a pretty rough 2024. (Ars Technica)4 Elon Musk has support in his legal battle with OpenAITwo major tech investors have joined his cause. (WP $)5 A science journals editors have resigned over its use of AIThe Journal of Human Evolutions board is protesting how owner Elsevier used te technology to format papers. (Ars Technica)+ The worlds most expensive artist isnt a fan of AI, either. (The Guardian)6 How much will it cost to live forever?Investment in longevity firms has dropped in recent years. (FT $)+ Maybe you will be able to live past 122. (MIT Technology Review)7 Podcasts arent restricted to just audio any moreAspiring podcasters better be prepared to appear on video these days. (NY Mag $)8 Were on the verge of living in the oceanWithin five years, this ambitious project hopes to establish permanent underwater colonies. (IEEE Spectrum)9 What the year ahead holds for techElon Musk attempting to buy TikTok appears pretty inevitable. (The Information $)10 How to spend less time staring at your phone in 2025Take back control and break the habit. (Wired $)+ How to log off. (MIT Technology Review)Quote of the dayIts nothing other than business as usual for me.Sarah Perl, a Los Angeles-based content creator, tells the Wall Street Journal why shes not worried about the looming prospect of a US-wide TikTok ban.The big storyThis fuel plant will use agricultural waste to combat climate changeFebruary 2022A startup called Mote plans to build a new type of fuel-producing plant in Californias fertile Central Valley that would, if it works as hoped, continually capture and bury carbon dioxide, starting from 2024.Its among a growing number of efforts to commercialize a concept first proposed two decades ago as a means of combating climate change, known as bioenergy with carbon capture and sequestration, or BECCS.Its an ambitious plan. However, there are serious challenges to doing BECCS affordably and in ways that reliably suck down significant levels of carbon dioxide. Read the full story.James TempleWe can still have nice thingsA place for comfort, fun and distraction to brighten up your day. (Got any ideas? Drop me a line or skeet em at me.)+ Feel like times running away with you? To slow it down, you need to shake things up.+ Sicilys cathedral of Monreale houses Italys largest Byzantine-style mosaics, and theyre truly awe-inspiring.+ If youre looking for some sci-fi short stories to get your year off to a literary start, look no further.+ How to teach yourself to love wintereven when its really freezing.