Has JLR learned nothing from last year's Jaguar rebrand?

Jaguar insists its controversial rebrand was a success – but I'm not buying it

Menu Home News Hardware Gaming Mobile Finance Deals Reviews How To Wccftech Mobile London Couple Tracks Down And Recovers £46,000 Jaguar Using Hidden AirTag After Police Fail To Act On Real-Time Location Of Stolen Vehicle Ali Salman • Jun 14, 2025 at 06:08pm EDT Apple's AirTag accessory is becoming more than just a way to find lost keys with its advanced tracking system. The accessory is unexpectedly becoming a hero when it comes to recovering stolen vehicles. In a new real-world case that highlights the AirTag's precision tracking, a London-based couple successfully located and recovered their £46,000 Jaguar E-Pace, while the police failed to take immediate action despite having real-time location data. A couple used an AirTag to track their stolen Jaguar and recovered it themselves after police delayed their response. The incident took place on June 3 in Brook Green, Hammersmith, where the couple's Jaguar was stolen from their home (via MacMagazine). Little did the thieves know, the vehicle was stashed with an AirTag, which led the couple to the location of their car in a nearby neighborhood, Chiswick. The AirTag did its job quite well and provided the couple with the location of their stolen vehicle, which was then forwarded to the Metropolitan Police. Even after the police had the location of the stolen Jaguar, the response was not what the couple was expecting. The owner of the vehicle told BBC News: “I wanted to act quite quickly as my fear was that we would find the AirTag and not the car when it was discarded on to the street without the car, so I told them that we were planning to head to the location.” Instead of taking action and sending backup right there and then, the police merely acknowledged the risky plan and advised the couple to call again if needed. The couple decided to go to the location by themselves, which was a risky move. They found the car parked on a residential street, and after bypassing the remote security systems, the couple was able to remotely unlock the car and recover it successfully. In a statement shared by the Metropolitan Police, “This investigation is ongoing, and officers met the victim on Tuesday, 10 June, as part of their inquiries.” While the story ends with a win for the victims and for the AirTags, it does raise questions about police responsiveness in technology-assisted theft cases. Apple has never marketed the AirTags as an anti-theft device and instead, it warns users not to recover stolen property due to potential safety risks. All in all, we are glad that the stolen car was recovered and the couple was safe by the end of the day. Moreover, stories like these also highlight the growing role of smart tracking accessories used in the personal security space, alongside the growing need for authorities to take measures accordingly. Subscribe to get an everyday digest of the latest technology news in your inbox Follow us on Topics Sections Company Some posts on wccftech.com may contain affiliate links. We are a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for sites to earn advertising fees by advertising and linking to amazon.com © 2025 WCCF TECH INC. 700 - 401 West Georgia Street, Vancouver, BC, Canada

Let’s start with one unambiguous fact: More children are diagnosed with autism today than in the early 1990s. According to a sweeping 2000 analysis by the Centers for Disease Control and Prevention, a range of 2–7 per 1,000, or roughly 0.5 percent of US children, were diagnosed with autism in the 1990s. That figure has risen to 1 in 35 kids, or roughly 3 percent.The apparent rapid increase caught the attention of people like Robert F. Kennedy Jr., who assumed that something had to be changing in the environment to drive it. In 2005, Kennedy, a lawyer and environmental activist at the time, authored an infamous essay in Rolling Stone that primarily placed the blame for the increased prevalence of autism on vaccines. (The article was retracted in 2011 as more studies debunked the vaccine-autism connection.) More recently, he has theorized that a mysterious toxin introduced in the late 1980s must be responsible. Now, as the nation’s top health official leading the Department of Health and Human Services, Kennedy has declared autism an “epidemic.” And, in April, he launched a massive federal effort to find the culprit for the rise in autism rates, calling for researchers to examine a range of suspects: chemicals, molds, vaccines, and perhaps even ultrasounds given to pregnant mothers. “Genes don’t cause epidemics. You need an environmental toxin,” Kennedy said in April when announcing his department’s new autism research project. He argued that too much money had been put into genetic research — “a dead end,” in his words — and his project would be a correction to focus on environmental causes. “That’s where we’re going to find an answer.”But according to many autism scientists I spoke to for this story, Kennedy is looking in exactly the wrong place. Three takeaways from this storyExperts say the increase in US autism rates is mostly explained by the expanding definitions of the condition, as well as more awareness and more screening for it.Scientists have identified hundreds of genes that are associated with autism, building a convincing case that genetics are the most important driver of autism’s development — not, as Health Secretary Robert F. Kennedy Jr. has argued, a single environmental toxin.Researchers fear Kennedy’s fixation on outside toxins could distract from genetic research that has facilitated the development of exciting new therapies that could help those with profound autism.Autism is a complex disorder with a range of manifestations that has long defied simple explanations, and it’s unlikely that we will ever identify a single “cause” of autism.But scientists have learned a lot in the past 50 years, including identifying some of the most important risk factors. They are not, as Kennedy suggests, out in our environment. They are written into our genetics. What appeared to be a massive increase in autism was actually a byproduct of better screening and more awareness. “The way the HHS secretary has been walking about his plans, his goals, he starts out with this basic assumption that nothing worthwhile has been done,” Helen Tager-Flusberg, a psychologist at Boston University who has worked with and studied children with autism for years, said. “Genes play a significant role. We know now that autism runs in families… There is no single underlying factor. Looking for that holy grail is not the best approach.”Doctors who treat children with autism often talk about how they wish they could provide easy answers to the families. The answers being uncovered through genetics research may not be simple per se, but they are answers supported by science.Kennedy is muddying the story, pledging to find a silver-bullet answer where likely none exists. It’s a false promise — one that could cause more anxiety and confusion for the very families Kennedy says he wants to help. Robert F. Kennedy Jr. speaks during a news conference at the Department of Health and Human Services in mid-April to discuss this agency’s efforts to determine the cause of autism. Alex Wong/Getty ImagesThe autism “epidemic” that wasn’tAutism was first described in 1911, and for many decades, researchers and clinicians confused the social challenges and language development difficulties common among those with the condition for a psychological issue. Some child therapists even blamed the condition on bad parenting. But in 1977, a study discovered that identical twins, who share all of their DNA, were much more likely to both be autistic than fraternal twins, who share no more DNA than ordinary siblings. It marked a major breakthrough in autism research, and pushed scientists to begin coalescing around a different theory: There was a biological factor.At the time, this was just a theory — scientists lacked the technology to prove those suspicions at the genetic level. And clinicians were also still trying to work out an even more fundamental question: What exactly was autism? For a long time, the criteria for diagnosing a person with autism was strictly based on speech development. But clinicians were increasingly observing children who could acquire basic language skills but still struggled with social communication — things like misunderstanding nonverbal cues or taking figurative language literally. Psychologists gradually broadened their definition of autism from a strict and narrow focus on language, culminating in a 2013 criteria that included a wide range of social and emotional symptoms with three subtypes — the autism spectrum disorder we’re familiar with today.Along the way, autism had evolved from a niche diagnosis for the severely impaired to something that encompassed far more children. It makes sense then, that as the broad criteria for autism expanded, more and more children would meet it, and autism rates would rise. That’s precisely what happened. And it means that the “epidemic” that Kennedy and other activists have been fixated on is mostly a diagnostic mirage. Historical autism data is spotty and subject to these same historical biases, but if you look at the prevalence of profound autism alone — those who need the highest levels of support — a clearer picture emerges. (There is an ongoing debate in the autism community about whether to use the terminology of “profound autism” or “high support needs” for those who have the most severe form of the condition.) In the ’80s and ’90s, low-support needs individuals would have been less likely to receive an autism diagnosis given the more restrictive criteria and less overall awareness of the disorder, meaning that people with severe autism likely represented most of the roughly 0.5 percent of children diagnosed with autism in the 1990s. (One large analysis from Atlanta examining data from 1996 found that 68 percent of kids ages 3 to 10 diagnosed with autism had an IQ below 70, the typical cutoff for intellectual disability.)By 2025, when about 3 percent of children are being diagnosed with autism, about one in four of those diagnosed are considered to have high-support needs autism, those with most severe manifestation of the condition. That would equal about 0.8 percent of all US children — which would be a fairly marginal increase from autism rates 30 years ago. Or look at it another way: In 2000, as many as 60 percent of the people being diagnosed with autism had an intellectual disability, one of the best indicators of high-support needs autism. In 2022, that percentage was less than 40 percent.As a recently published CDC report on autism prevalence among young children concluded, the increase in autism rates can largely be accounted for by stronger surveillance and more awareness among providers and parents, rather than a novel toxin or some other external factor driving an increase in cases.Other known risk factors — like more people now having babies later in their life, given that parental age is linked to a higher likelihood of autism — are more likely to be a factor than anything Kennedy is pointing at, experts say. “It’s very clear it’s not going to be one environmental toxin,” said Alison Singer, founder of the Autism Science Foundation and parent of a child with profound autism. “If there were a smoking gun, I think they would have found it.”While Kennedy has fixated on vaccines and environmental influences, scientists have gained more precision in mapping human genetics and identifying the biological mechanisms that appear to be a primary cause of autism. And that not only helps us understand why autism develops, but potentially puts long-elusive therapies within reach. It began with an accident in the 1990s. Steven Scherer, now director of the Center for Applied Genomics at the Hospital for Sick Children in Toronto, began his career in the late 1980s trying to identify the gene that caused cystic fibrosis — in collaboration with Francis Collins, who went on to lead the Human Genome Project that successfully sequenced all of the DNA in the human genome in the early 2000s. Scherer and Collins’s teams focused on chromosome 7, identified as a likely target by the primitive genetic research available at the time, a coincidence that would reorient Scherer’s career just a few years later, putting him on the trail of autism’s genetic roots.After four years, the researchers concluded that one gene within chromosome 7 caused cystic fibrosis. Soon after Scherer helped crack the code on cystic fibrosis in the mid-1990s, two parents from California called him: He was the world’s leading expert on chromosome 7, and recent tests had revealed that their children with autism had a problem within that particular chromosome.That very same week, Scherer says, he read the findings of a study by a group at Oxford University, which had looked at the chromosomes of families with two or more kids with autism. They, too, had identified problems within chromosome 7.“So I said, ‘Okay, we’re going to work on autism,’” Scherer told me. He helped coordinate a global research project, uniting his Canadian lab with the Oxford team and groups in the US to run a database that became the Autism Genome Project, still the world’s largest repository of genetic information of people with autism.They had a starting point — one chromosome — but a given chromosome contains hundreds of genes. And humans have, of course, 45 other chromosomes, any of which conceivably might play a role. So over the years, they collected DNA samples from thousands upon thousands of people with autism, sequenced their genes, and then searched for patterns. If the same gene is mutated or missing across a high percentage of autistic people, it goes on the list as potentially associated with the condition. Scientists discovered that autism has not one genetic factor, but many — further evidence that this is a condition of complex origin, in which multiple variables likely play a role in its development, rather than one caused by a single genetic error like sickle-cell anemia.Here is one way to think about how far we have come: Joseph Buxbaum, the director of the Seaver Autism Center for Research and Treatment at the Icahn School of Medicine at Mount Sinai in New York, entered autism genetics research 35 years ago. He recalls scientists being hopeful that they might identify a half dozen or so genes linked to autism.They have now found 500 genes — and Buxbaum told me he believed they might find a thousand before they are through. These genetic factors continue to prove their value in predicting the onset of autism: Scherer pointed to one recent study in which the researchers identified people who all shared a mutation in the SHANK3 gene, one of the first to be associated with autism, but who were otherwise unalike: They were not related and came from different demographic backgrounds. Nevertheless, they had all been diagnosed with autism.Researchers analyze the brain activity of a 14-year-old boy with autism as part of a University of California San Francisco study that involves intensive brain imaging of kids and their parents who have a rare chromosome disruption connected to autism. The study, the Simons Variation in Individuals Project, is a genetics-first approach to studying autism spectrum and related neurodevelopmental disorders. Michael Macor/San Francisco Chronicle via The Associated PressPrecisely how much genetics contributes to the development of autism remains the subject of ongoing study. By analyzing millions of children with autism and their parents for patterns in diagnoses, multiple studies have attributed about 80 percent of a person’s risk of developing autism to their inherited genetic factors. But of course 80 percent is not 100 percent. We don’t yet have the full picture of how or why autism develops. Among identical twins, for example, studies have found that in most cases, if one twin has high-support needs autism, the other does as well, affirming the genetic effect. But there are consistently a small minority of cases — 5 and 10 percent of twin pairs, Scherer told me — in which one twin has relatively low-support needs while the one requires a a high degree of support for their autism.Kennedy is not wholly incorrect to look at environmental factors — researchers theorize that autism may be the result of a complex interaction between a person’s genetics and something they experience in utero. Scientists in autism research are exploring the possible influence when, for example, a person’s mother develops maternal diabetes, high blood sugar that persists throughout pregnancy. And yet even if these other factors do play some role, the researchers I spoke to agree that genetics is, based on what we know now, far and away the most important driver.“We need to figure out how other types of genetics and also environmental factors affect autism’s development,” Scherer said. “There could be environmental changes…involved in some people, but it’s going to be based on their genetics and the pathways that lead them to be susceptible.”While the precise contours of Health Department’s new autism research project is still taking shape, Kennedy has that researchers at the National Institutes of Health will collect data from federal programs such as Medicare and Medicaid and somehow use that information to identify possible environmental exposures that lead to autism. He initially pledged results by September, a timeline that, as outside experts pointed out, may be too fast to allow for a thorough and thoughtful review of the research literature. Kennedy has since backed off on that deadline, promising some initial findings in the fall but with more to come next year.RFK Jr.’s autism commission research risks the accessibility of groundbreaking autism treatmentsIf Kennedy were serious about moving autism science forward, he would be talking more about genetics, not dismissing them. That’s because genetics is where all of the exciting drug development is currently happening.A biotech firm called Jaguar Gene Therapy has received FDA approval to conduct the first clinical trial of a gene therapy for autism, focused on SHANK3. The treatment, developed in part by one of Buxbaum’s colleagues, is a one-time injection that would replace a mutated or missing SHANK3 gene with a functional one. The hope is that the therapy would improve speech and other symptoms among people with high-needs autism who have also been diagnosed with a rare chromosomal deletion disorder called Phelan-McDermid syndrome; many people with this condition also have Autism spectrum disorder.The trial will begin this year with a few infant patients, 2 years old and younger, who have been diagnosed with autism. Jaguar eventually aims to test the therapy on adults over 18 with autism in the future. Patients are supposed to start enrolling this year in the trial, which is focused on first establishing the treatment’s safety; if it proves safe, another round of trials would start to rigorously evaluate its effectiveness.“This is the stuff that three or four years ago sounded like science fiction,” Singer said. “The conversation has really changed from Is this possible? to What are the best methods to do it? And that’s based on genetics.”Researchers at Mount Sinai have also experimented with delivering lithium to patients and seeing if it improves their SHANK3 function. Other gene therapies targeting other genes are in earlier stages of development. Some investigators are experimenting with CRISPR technology, the revolutionary new platform for gene editing, to target the problematic genes that correspond to the onset of autism.But these scientists fear that their work could be slowed by Kennedy’s insistence on hunting for environmental toxins, if federal dollars are instead shifted into his new project. They are already trying to subsist amid deep budget cuts across the many funding streams that support the institutions where they work. “Now we have this massive disruption where instead of doing really key experiments, people are worrying about paying their bills and laying off their staff and things,” Scherer said. “It’s horrible.” For the families of people with high-needs autism, Kennedy’s crusade has stirred conflicting emotions. Alison Singer, the leader of the Autism Science Foundation, is also the parent of a child with profound autism. When I spoke with her, I was struck by the bind that Kennedy’s rhetoric has put people like her and her family in. Singer told me profound autism has not received enough federal support in the past, as more emphasis was placed on individuals who have low support needs included in the expanding definitions of the disorder, and so she appreciates Kennedy giving voice to those families. She believes that he is sincerely empathetic toward their predicament and their feeling that the mainstream discussion about autism has for too long ignored their experiences in favor of patients with lower support needs. But she worries that his obsession with environmental factors will stymie the research that could yield breakthroughs for people like her child.“He feels for those families and genuinely wants to help them,” Singer said. “The problem is he is a data denier. You can’t be so entrenched in your beliefs that you can’t see the data right in front of you. That’s not science.”See More:

Macworld WWDC 2025 is just around the corner. The event is considered one of the most important in the tech world, as Apple reveals its plans for the future of each of its device platforms.  WWDC has never just been about new features. It’s where Apple sets the direction for its platforms and, often, the entire industry. These announcements continue to define how we interact with technology. While we wait for the keynote to kick off on June 9, let’s look back at 10 of the biggest software announcements Apple made at its developer conference. 1. Mac OS X Jaguar (WWDC 2002) Jaguar was the second major update released for the Mac operating system after Apple transitioned from the classic Mac OS 9 to Mac OS X. Announced at WWDC 2002, the update stood out not only for its improvements but also for its big cat-inspired name. If you’ve been following Apple for a long time, you probably know that each version of Mac OS X was named after a feline, such as Leopard and Lion. This began with Apple engineers giving the internal codenames “Cheetah” and “Puma” to Mac OS X 10.0 and 10.1, respectively, but the public didn’t know that. Apparently, Steve Jobs liked the internal names so much that Apple decided to use them to promote Mac OS X, with Mac OS X 10.2 “Jaguar” the first to be announced with feline branding. It wasn’t just the name, though. Jaguar was also a major upgrade when it came to features, as it introduced GPU-accelerated graphics for the first time with Quartz Extreme, which also allowed Apple to refine the system interface with smoother animations. Apple 2. Spotlight (WWDC 2004) Searching for something with Spotlight on an Apple device seems so obvious nowadays, but trying to find your files on a computer years ago could be a long and difficult task.  At WWDC 2004, Apple unveiled Spotlight as one of Mac OS X 10.4 Tiger’s marquee features. Unlike other search methods that existed before, Spotlight indexed all the data on the computer so that users could easily and quickly find anything they needed. Jobs wowed the entire audience with a live demo of Spotlight, as it not only located files, but also searched for documents, emails, contacts, and more, with users being able to refine their search by specifying a date or file type. Spotlight has become a reference for the entire industry, and 21 years later, the feature is still present across all of Apple’s devices. 3. Dashboard (WWDC 2004) Also unveiled as part of Mac OS X Tiger, Dashboard introduced an entirely new secondary desktop that provided quick access to widgets. At the time, the idea of having widgets was a novel one. Users could do things like quickly check the weather forecast and the stock market at a glance without having to open a specific app. The dedicated Dashboard feature was eventually discontinued by Apple, but widgets live on not only in macOS, but also in iOS. In fact, the first versions of Apple’s iPhone apps, such as Weather and Stocks, were inspired by those original Dashboard widgets. Foundry 4. Time Machine (WWDC 2006) Announced at WWDC 2006 as part of Mac OS X Leopard, Time Machine was Apple’s solution to make data backup much easier. While in the past users had to back up their files and apps manually, Time Machine came with the promise of doing it all automatically and periodically. More than that, Apple has also introduced a cool interface that lets users “travel back in time” to retrieve previous versions of files, emails, and settings if they lose something. Time Machine is essentially a smart backup that users don’t even have to think about. Time Machine remains one of my favorite Mac features to this day. All you have to do is plug in an external disk to your Mac and enable Time Machine in Settings. 5. iPhone SDK (WWDC 2008) The first iPhone was unveiled at Macworld San Francisco in 2007, but did you know that it didn’t have an App Store? The only way to create apps for the iPhone at the time was to build web apps compatible with the mobile version of Safari. Apple quickly realized that wasn’t the best method, and at WWDC a year later, Jobs announced the first iPhone SDK (the iOS name came a few years later). With the SDK, developers were finally able to create native apps for the iPhone, opening up a whole new world of possibilities. The accompanying iPhone OS 2.0 release also included the App Store, and the rest is history. Many apps that we all know and love today were born because of the iPhone OS SDK. This includes WhatsApp and Instagram, both created by independent developers who wanted to showcase the potential of the iPhone and the App Store. 6. iCloud (WWDC 2011) After many problems with MobileMe, Apple came up with a new online service called iCloud – a new platform that came with the promise of not only fixing what the company had done wrong in the past, but also seamlessly syncing data between iPhone, iPad, and Mac. Before iCloud, users still needed a Mac or PC to transfer data to an iPhone or iPad, or vice versa. Now, all our data is available on every device, and everything happens automatically in the background. iCloud also paved the way for services like iCloud Drive, iCloud Photos, and Family Sharing. It’s notable that iCloud was the last Apple product personally introduced by Steve Jobs. The Apple co-founder didn’t have much stage time at WWDC 2011 due to his health condition, and he passed away in October. Apple 7. iOS 7 (WWDC 2013) iOS 7 represented the most dramatic visual change in the history of Apple’s mobile operating system to date. At WWDC 2013, Apple unveiled a new, completely flat interface under the direction of Jony Ive. Skeuomorphic elements with textures imitating real-life objects gave way to solid colors and white backgrounds. The new interface didn’t just transform the look of the iPhone. It led many other developers to also adopt the flat interface in their apps and websites, creating a new trend not only for Apple platforms but for the entire industry. But in addition to the new interface, iOS 7 also introduced many features that have become essential for iPhone and iPad users. These include AirDrop, Control Center, and improved multitasking. Since then, Apple has made other changes to iOS, but the fundamentals of the design language introduced with iOS 7 are still present throughout the system. According to rumors, Apple will finally introduce another major update to the iOS interface this year with iOS 19—so maybe we’ll have a new addition to this list. 8. iPadOS (WWDC 2019) In a move to address the growing divergence between the iPhone and iPad, Apple split iOS into two at WWDC 2019 and introduced a standalone OS just for the tablet. While still based on iOS, iPadOS added specific and long-awaited features to take advantage of the iPad’s larger screen and advanced hardware. With iPadOS updates over the years, Apple introduced multi-windows for the same app, a desktop-class Safari browsing experience, support for external storage in the Files app, Picture-in-Picture, mouse and trackpad support, and the ability to use the iPad as a Mac display with Sidecar. Reports say this year’s iPadOS update will bring better multitasking and a more Mac-like experience. Foundry 9. Find My (WWDC 2019) It didn’t get quite the attention as iPadOS, but at WWDC 2019, Apple also introduced a significant improvement to its Find My service: offline device tracking. Based on an end-to-end encrypted Bluetooth signal, the new Find My network allows users to locate iPhones, iPads, and even Macs when they’re not connected to the internet. The iPhone, iPad, or Mac sends its location to other Apple devices nearby, so that the owner can see where their devices are via the Find My app. This not only improved Find My and helped people recover their lost devices more easily, but also paved the way for the launch of AirTag, a tiny Bluetooth tracker based on the same technology. 10. App Tracking Transparency (WWDC 2020) This might not be as memorable as iOS 7 or Dashboard, but App Tracking Transparency was an important addition to iOS that had a huge impact on the industry. Announced as part of iOS 14 at WWDC 2020, Apple’s first pre-recorded event during the pandemic, App Tracking Transparency (ATT) is a privacy feature that requires apps to ask for the user’s consent before tracking them across other apps and websites. ATT has dramatically impacted the online advertising market and data collection. While Apple has stood up for user privacy with App Tracking Transparency, the feature was widely criticized by companies, including Meta, whose main revenue comes from advertisements reliant on user data.

With $5.3 million in funding and Meta’s former AR boss on its team, AllFocal Optics is looking to revolutionize the screens in car heads-up displays—and it's coming for smart glasses too.

Click here to read this story in English.SONORA, México — Este paisaje no parecía ser un lugar donde encontrar jaguares, el felino de la selva más famoso del mundo. El suelo estaba reseco, rocoso y casi en su totalidad de color café, a excepción del ocasional cactus o palmera. Hacía tanto calor que incluso algunos de los espinosos nopales se estaban marchitando.Sin embargo, ahí estaba — en la pantalla de una cámara con sensor de movimiento amarrada a un roble cerca del lecho de un arroyo seco. Al menos una semana antes, un gran jaguar había caminado exactamente por donde yo me había parado. Incluso desde la pequeña pantalla de la cámara, el felino se veía imponente, con sus grandes patas y una amplia mandíbula que podría destruir cráneos. La Reserva del Jaguar del Norte está situada en la Sierra Madre Occidental, en Sonora, un estado mexicano del norte. Durante nuestra visita en abril, en temporada de sequía, apenas había vegetación que no sean plantas desérticas como cactus y agaves. Ash Ponders para VoxEra una tarde calurosa de abril y me encontraba en la Reserva del Jaguar del Norte, un área protegida en Sonora, aproximadamente a 200 km al sur de la frontera con Arizona en los Estados Unidos. La reserva y la región a su alrededor albergan a la población de jaguares más septentrional del mundo, los felinos más grandes del hemisferio occidental, así como otras tres especies de felinos salvajes: ocelotes, linces y pumas.El de la pantalla se llamaba El Guapo. Es el más grande de los cinco o seis jaguares que habitan en la reserva y probablemente haya engendrado a varios cachorros, me comenta Miguel Gómez Ramírez, el gerente de la reserva.El Guapo tiene una personalidad audaz: mientras algunos de los jaguares del parque se asustan con el flash o el sonido de las cámaras con sensores de movimiento esparcidas por la reserva, saltando como gatos de casa sorprendidos, al Guapo no parece importarle. Es como si supiera que está en la cima de la cadena alimenticia.1/4El Guapo. Northern Jaguar ProjectMientras los jaguares son a menudo asociados con las zonas tropicales, alguna vez se extendieron tan al norte como al Sur de California, el Gran Cañón y posiblemente incluso Luisiana. ¡Estados Unidos tenía jaguares! Y después, no fue así. A mediados de 1900, los ganaderos y cazadores habían exterminado a estos felinos — como muchos otros depredadores salvajes — en gran parte porque eran vistos como una amenaza para el ganado. Los jaguares ocasionalmente matan vacas, aunque muy pocos casos de ataques a ganado se han verificado en los Estados Unidos. En las últimas décadas, varios jaguares machos han regresado a su hábitat histórico en el suroeste de los Estados Unidos– más recientemente, en diciembre de 2023. Los extraordinarios avistamientos dan a los defensores del medio ambiente la esperanza de que algún día los jaguares puedan regresar a los Estados Unidos, reparando así una cadena alimenticia rota y recuperando una importante pieza faltante de la cultura indígena en la frontera.Una piel de jaguar se exhibe en el Centro Ecológico de Sonora, un zoológico en Hermosillo, la capital del estado. Ash Ponders para VoxTodos los jaguares que han aparecido en Estados Unidos vinieron del norte de México — de la región donde ahora me encontraba — deslizándose a través de algunas de las secciones del muro fronterizo que aún están abiertas. Cualquier posibilidad que ahora tengan los jaguares de regresar a los Estados Unidos depende de mantener aperturas en el muro fronterizo y una amplia reserva de felinos por el norte de México. Los jaguares sólo pueden restablecerse en su rango de distribución al norte si son lo suficientemente abundantes en México, donde están en peligro de extinción. Como en los Estados Unidos, los ganaderos de Sonora tienen una larga historia matando felinos por su percibida, y en ocasiones real amenaza para su ganado. Si bien la Reserva del Jaguar del Norte ayuda a proteger a los felinos salvajes en Sonora, lo que realmente me trajo a México fue un proyecto para conservar jaguares que se extiende mucho más allá de los límites del parque. Durante muchos años, un pequeño grupo de científicos y defensores han estado trabajando para presentar a los jaguares de Sonora bajo una perspectiva diferente — para convertirlos de villanos hambrientos a importantes actores dentro de un ecosistema, brindando recompensas financieras a los ganaderos. Esta apuesta parece estar dando frutos: la población de jaguares en la reserva y en la región de rancherías a su alrededor parece estable, o hasta parece estar creciendo, brindando esperanza de que la gente pueda vivir en armonía con los depredadores que alguna vez odiaron.Ponte en contacto con nosotros. ¿Tienes noticias o comentarios sobre esta historia? Queremos escucharte. Escribe a Benji Jones a benji.jones@vox.com o en Signal a Benji.90.Se puede decir que la Reserva del Jaguar del Norte está en medio de la nada.Viajé allí el mes pasado con Roberto Wolf, un veterinario que lidera el Northern Jaguar Project (NJP), una organización sin fines de lucro que supervisa el refugio. Después de cruzar la frontera al sur de Tucson, manejamos alrededor de otras cuatro horas hasta un encantador pueblo ganadero llamado Sahuaripa, donde las estrechas calles estaban bordeadas de casas coloridas y llenas de perros callejeros.Las casas de la ciudad de Sahuaripa están pintadas de colores llamativos y suelen tener cruces en sus puertas. Ash Ponders para VoxUn nombre llamado Don Francisco vende tortillas calientes al atardecer en Sahuaripa. Ash Ponders para VoxUna estatua de Jesús con un solo brazo mira al pueblo de Sahuaripa. Me dijeron que el otro brazo se cayó durante una tormenta. Ash Ponders para VoxDesde allí, fueron un par de horas más hasta la reserva, en gran parte por caminos de tierra accidentados. (Me sentí como si estuviéramos en uno de esos comerciales de automóviles todoterreno que solo son útiles en este preciso escenario).Un rato después de entrar a la reserva nos detuvimos junto a un tronco al costado del camino. Estaba cubierto de marcas de arañazos, como el brazo de un sofá en una casa llena de gatos. Eso fue obra de un puma marcando su territorio, dijo Gómez Ramírez, quien nos recibió en el parque. Señaló hacia una cámara con sensores de movimiento que previamente había capturado el comportamiento. Justo antes de llegar a nuestro campamento, un zorrillo cruzó frente al coche, se paró en sus dos patas delanteras, y luego desapareció entre los matorrales. La mañana siguiente, sin nubes y fresca, caminamos hasta La Hielería, el lugar donde la cámara de rastreo había detectado recientemente al Guapo. Sombras de alas se cruzaron en nuestro camino, proyectadas por buitres que buscaban un cadáver.En el camino de Arizona a Sahuaripa cruzamos el Río Yaqui, al oeste de la Reserva del Jaguar del Norte. Atraviesa las faldas de las montañas de la Sierra Madre Occidental. Ash Ponders para VoxDocenas de cámaras de rastreo con sensores de movimiento están repartidas por la reserva. Aquí, la pantalla muestra a un puma que caminó por ahí algunos días antes. Ash Ponders para VoxLa Hielería solía ser parte de un rancho de ganado, y tiene un lugar importante en la conservación de felinos. A finales de 1990, cuando los jaguares estaban reapareciendo en los Estados Unidos, un equipo de investigadores comenzó a explorar el norte de México para averiguar de dónde venían. Como parte de ese trabajo, el biólogo Gustavo Lorenzana Piña instaló una cámara con sensores de movimiento junto al lecho de un arroyo en La Hielería. La cámara capturó, como era de esperar, vaca tras vaca tras vaca. Pero Lorenzana siguió haciendo clic y lo vio: un jaguar, “el amo y señor de las selvas neotropicales, en una hermosa postal con matorrales y cactus de fondo”, dijo. La imagen, tomada a principios del 2000, fue la primera fotografía de un jaguar vivo en Sonora. Era una hembra a quien después llamarían Gus, en honor a Gustavo.La primera foto de un jaguar vivo tomada en Sonora. GP Lorenzana/CA López-GonzálezSu historia terminó — como la mayoría de los cuentos sobre jaguares — en manos de los humanos. El animal fue perseguido y asesinado por supuestamente haber lastimado al ganado, me dijo Lorenzana. Aunque es técnicamente ilegal matar jaguares en México, cazarlos por causar daño real o imaginado al ganado fue una práctica común en el pasado. Y sigue siendo una amenaza hoy en día. A finales del siglo XX, se mataban en promedio al menos cinco animales al año en el estado, según el libro Tigres de la Frontera de David Brown y el co-fundador de NJP, Carlos López González.Un hombre que conocí de unos 70 años me dijo que había matado a seis jaguares en un rancho que ahora forma parte de la reserva. (Generalmente usaba perros para rastrear a los felinos y perseguirlos hasta una cueva o un árbol. Luego les disparaba.) Los propietarios de ranchos pagaban alrededor de 5.000 pesos por cada jaguar sacrificado. Heraclio “Laco” Duarte Robles mató a varios jaguares cuando trabajaba para un rancho que ahora es parte de la reserva. Ahora Laco es empleado del Northern Jaguar Project, donde ayuda a mantener a los felinos en vida. Ash Ponders para VoxLos jaguares ocasionalmente matan becerros, aunque prefieren alimentarse de presas salvajes, como venados o pecaríes, un pequeño y feroz animal que se parece a un cerdo. En Sonora, cada jaguar o puma podría matar algunos becerros al año, lo que normalmente equivale a sólo una fracción de la producción de un ganadero.Aunque Gus estuvo del lado perdedor de los encuentros entre ganaderos y felinos, dejó un legado de conservación duradero. Después de aparecer en una cámara de rastreo en La Hielería, ayudó a demostrar que Sonora era el hogar de una población reproductora de jaguares. Esto impulsó un esfuerzo por comprar ranchos, incluyendo a La Hielería, para convertirlos en una reserva. NJP compró su primer rancho en 2003 y desde entonces ha agregado varios más. En conjunto, cubren más de 22.900 hectáreas.Hoy la Reserva del Jaguar del Norte tiene una población pequeña pero saludable de cinco o seis jaguares, según Carmina Gutiérrez González, bióloga del NJP. Las cámaras con sensores de movimiento han detectado alrededor de 10 jaguares pasando por la región, dijo Gutiérrez González, quien identifica a los individuos por sus patrones de manchas únicos.Nuestro único encuentro con un jaguar fue en el Centro Ecológico de Sonora, un zoológico a día y medio manejando desde la reserva. Ash Ponders para VoxDespués de ver al Guapo en la cámara de La Hielería deambulé por el arroyo seco y tropecé con un montón de heces. Heces de jaguar, sospechaba Gómez Ramírez. Nunca en mi vida me había emocionado tanto encontrar un montón de caca. Personas como Gómez Ramírez, quienes han pasado más de una década en la reserva, nunca han visto jaguares cara a cara. Mi probabilidad era casi nula. Entonces me conformé con ver caca.La reserva es esencial aunque insuficiente — es relativamente pequeña y cubre menos del 3 por ciento del área de Yellowstone, por ejemplo. Mientras tanto, los jaguares en Sonora tienen áreas de distribución increíblemente grandes y pueden viajar hasta 16 km por día, dijo Gómez Ramírez.Protegerlos en un área pequeña no es suficiente en una región donde todavía hay caza. Así que el Proyecto Jaguar del Norte tuvo que encontrar otra solución.Una mañana después de algunas noches en la reserva, manejamos a un rancho ganadero un poco más allá del límite. Estacionamos nuestra polvorienta 4Runner junto a un puñado de vacas y sus becerros, quienes se congelaron y nos miraron como si nunca antes hubieran visto humanos.Uriel Villarreal Peña en su rancho, Saucito, cerca de la Northern Jaguar Reserve. Ash Ponders para VoxUn ganadero llamado Uriel Villarreal Peña, dueño de la propiedad, salió a recibirnos, seguido por dos perros. Mientras nos sentábamos alrededor de su mesa al aire libre bajo la sombra de un techo de lámina, nos dijo que tiene un poco más de 100 animales de ganado. Cada uno tiene un valor de varios cientos de dólares y los vende en Sahuaripa para exportarlos a Estados Unidos.Durante más de una década, Villarreal Peña, quien vestía con gorra de béisbol, jeans y camisa con botones, ha sido parte de un programa llamado Viviendo con Felinos. El programa, lanzado por NJP en 2007, trabaja con ganaderos para colocar cámaras con sensores de movimiento en sus terrenos. Cuando esas cámaras detectan a un felino salvaje — un jaguar, un puma, un ocelote o un gato montés — la ONG le paga al ganadero con un fondo común de recursos que ha recaudado a través de donantes. La idea, me dijo Wolf, es “hacer que los animales salvajes vivos sean más valiosos que los muertos”.Las fotos de jaguares valen 5.000 pesos cada una — similar a lo que los cazadores podrían ganar matándolos. Las fotos de ocelotes generan alrededor de 1.500, las de pumas 1.000 y las de gato montés 500 pesos. Cada ganadero puede ganar un máximo de aproximadamente 20.000 pesos al mes por sus fotos — más del doble del salario mínimo mensual en México. Al unirse a Viviendo con Felinos, los ganaderos también se comprometen a no matar ningún animal salvaje en su rancho, incluyendo venados y jabalíes. Roberto Wolf descansa por un momento durante nuestra caminata en La Hielería. Ash Ponders para Vox(México tiene otro programa, no relacionado, dirigido por la Confederación Nacional de Organizaciones Ganaderas que reembolsa parcialmente a los ganaderos por ganado que haya sido matado por depredadores salvajes. Los ganaderos se quejan de que estos fondos, que también están destinados a reducir la caza, son de difícil acceso e inadecuados).Villarreal Peña me dijo que se unió al programa NJP en parte por el dinero. Las fotografías de felinos tomadas en su rancho le hacen ganar unos cuantos miles de dólares cada año, dijo, lo que representa entre el 10 y el 15 por ciento de sus ingresos anuales. Pero también le gustan los jaguares. “Me interesa ver animales, conservarlos porque se ven bonitos”, dijo. El hecho de que los jaguares no le hayan causado muchos problemas ayuda. Cuando era joven, Villarreal Peña pensaba que los felinos salvajes eran malos porque comían ganado, el medio de vida de los ganaderos. Pero con el tiempo aprendió que los depredadores evitarán a los becerros siempre que tengan suficientes venados y jabalíes para comer. Después de probar un poco de la bacanora casera de Villarreal Peña, un licor a base de agave similar al mezcal —¡Mi trabajo es duro, lo juro! — Villarreal Peña nos llevó a ver una de sus cámaras con sensores de movimiento. Estaba “cerca”, aunque llegar allí implicaba un corto viaje en auto, una caminata de media hora bajo el sol y un encuentro con un correcaminos, un pájaro terrestre de aspecto maníaco que siempre parece tener prisa.Wolf y Heraclio “Laqui” Duarte López, técnico de campo de NJP, nos muestran un mapa en un mirador camino a la reserva. Ash Ponders para VoxLa caminata a la reserva te lleva por piedras volcánicas y matorrales, típicamente bajo extremo calor. Ash Ponders para VoxEl cráneo de un ganado en las afueras del rancho de Villarreal Peña. Ash Ponders para VoxUn papamoscas bermellón cruza el Aros River en la reserva. Ash Ponders para VoxAtada a un poste de madera, la cámara era de plástico, pintada de camuflaje y aproximadamente del tamaño de un ladrillo. La abrimos y vimos las fotos más recientes. Yo acercándome. Conejo. Venado. Zorro. Una criatura parecida a un mapache llamada cacomixtle. Coatí. Ocelote. Pecarí. Pecarí. Pecarí. Pecarí. Pecarí.Y más pecaríes. Le pregunté a Villarreal Peña qué piensa cuando ve un felino salvaje en la cámara. “¡1,500!”, bromeó, refiriéndose al dinero en pesos mexicanos que gana con cada fotografía de un ocelote. Luego añadió, más seriamente: “Se siente bonito poder decir que sí hay.”Hasta la fecha, 21 ganaderos cerca de la reserva se han unido a Viviendo con Felinos. Y en conjunto, su terreno comprende 50.990 hectáreas, un área de más del doble del tamaño de la reserva. De hecho, el programa ha ampliado el área de protección de los jaguares y sus presas. Además, es tan popular entre los ganaderos que en realidad hay una lista de espera informal para unirse, dijo Wolf.NJP ha estado ampliando lentamente el programa, pero agregar más ranchos — y todas las fotografías que puedan tomar— es costoso, señaló Wolf. Entre el otoño de 2023 y el otoño de 2024, NJP gastó más de 2 millones de pesos (alrededor de $107.000) sólo en premios de fotografía. Eso no incluye el tiempo del personal ni el costo de las cámaras de alrededor de 2.900 pesos (o $150) cada una. Y esas cámaras necesitan ser reemplazadas frecuentemente porque, entre todas las cosas, los pájaros carpinteros ocasionalmente destrozan los lentes y los sensores, me dijo Gómez Ramírez.Viviendo con Felinos has ha dado más espacio a los jaguares para moverse en Sonora, y eso por sí solo es algo enorme. Pero estos animales icónicos también se están beneficiando de un cambio más fundamental en la región — un cambio de cultura y de costumbres. Después de nuestra visita con Villarreal Peña, nos detuvimos en la propiedad de su vecino, un gran rancho que le pertenece a Agustín Hurtado Aguayo. Hurtado Aguayo, ahora de unos 80 años, es el ex-presidente de la asociación ganadera del estado y una figura importante en la comunidad ganadera de Sonora. Hace varios años “detestaba a los felinos”, me dijo Hurtado Aguayo en su casa de la ciudad de Hermosillo, capital de Sonora, a unas horas al oeste de Sahuaripa. En la pared colgaban sombreros de vaquero y un par de cuernos de toro. “Tenía muy mala imagen de ellos”, dijo.Agustín Hurtado Aguayo en su casa de Hermosillo. Ash Ponders para VoxFotos sobre la vida del rancho y un cuerno largo de toro de cuelgan en la pared de la casa de Hurtado Aguayo. Ash Ponders para VoxCazar felinos salvajes era una práctica que las antiguas generaciones transmitían, dijo, y surgía de la creencia de que los felinos dañaban a la producción. “Esa es la formación que teníamos”, me dijo. También era normal que los ganaderos cazaran y comieran venados, dijo, lo que disminuía una importante fuente de alimento para los depredadores.Tras unirse a Viviendo con Felinos, Hurtado sintió curiosidad por el programa porque le gustaban las fotos de felinos del rancho de su vecino. “Al comenzar a ver las fotos que tomaban las cámaras comencé a apreciar los animales”, dijo, mostrándome a un puma de fondo de pantalla en su iPhone. “Poco a poco comenzó a cambiar mi visión del felino”.Hurtado Aguayo, quien luego también se sumó al programa, se dio cuenta de que al limitar el número de ganado en su rancho, sus vacas estarían más sanas y sobraría más pasto para los venados. Si tenía más venados —y sus trabajadores se abstenían de cazarlos—, los felinos salvajes matarían menos animales. Estas ideas son cada vez más comunes entre los ganaderos que se han sumado al programa en Sonora. “Si nosotros como ganaderos o como dueños de un predio conservamos la cadena alimenticia normal, no tenemos problema”, dijo José de la Cruz Coronado Aguayo, otro ganadero de Viviendo con Felinos. Existen otras maneras de proteger al ganado de los depredadores, como asegurarse de que los becerros no anden solos por las montañas. En otras regiones del mundo, la instalación de elementos disuasorios como cercas eléctricas, alarmas y luces intermitentes, también son una opción eficaz para prevenir la depredación.“Realmente los felinos pueden convivir con el ganado”, me dijo Hurtado Aguayo.La reserva está rodeada de ranchos de ganado que en su mayoría venden becerros de carne. Ash Ponders para VoxEstá claro que las fotografías de jaguares pueden hacer que alguien se enamore de los felinos. Esto no explica cómo ganaderos como Hurtado Aguayo aprendieron a criar ganado de tal manera que protegen tanto a los felinos como al ganado. Wolf, de NJP, dice que a menudo todo se reduce a las experiencias individuales. Los ganaderos aprenden con el tiempo que al dejar a los venados o al crear nuevas fuentes de agua para los animales, se pierde menos ganado. Lo que también es crucial, dijo, es que al ganar dinero con fotografías de felinos, las personas en el programa se vuelven más tolerantes con su presencia — y más abiertas a comprometerse y encontrar formas de vivir con ellos.Antes de salir de su casa, Hurtado Aguayo sacó su laptop y nos mostró fotos de las cámaras de vigilancia de su rancho. Eran espectaculares: un puma, cerca de la cámara y con cara de sorpresa. Un ocelote con lo que parece un ratón en su boca. Y varios jaguares, incluyendo la imagen de abajo, tomada en 2023, que tenía guardada en su fondo de escritorio. 1/3Fotos tomadas por cámaras trampa en el rancho de Hurtado Aguayo. Northern Jaguar ProjectNo todos en Sonora aman de repente a los felinos. Los ganaderos todavía culpan a los jaguares cuando sus becerros desaparecen o aparecen muertos. Y es probable que todavía maten a jaguares discretamente. Un ganadero que no forma parte de Viviendo con Felinos me dijo que desde noviembre ha perdido más de una docena de sus becerros y sospecha que los felinos están detrás del daño. Él dice que la reserva debería estar cercada para beneficio de los ganaderos. (No hay evidencia de que los pumas o los jaguares mataran a sus becerros, dijo Wolf).La tensión en la región se desbordó a principios de este año, cuando aparentemente un puma entró a una casa donde un trabajador de rancho se estaba quedando y atacó a su perro. El trabajador, un hombre llamado Ricardo Vázquez Paredes, dice que golpeó al felino con un tubo y el puma se escapó, no sin antes herir a su perro, Blaki. Si bien Wolf y algunos de los otros ganaderos con los que hablé sospechan que su relato podría ser exagerado —es raro que los pumas se acerquen a viviendas humanas— la historia generó preocupaciones en Sahuaripa sobre los jaguares y los esfuerzos para protegerlos.El cambio climático también podría empeorar los conflictos en la región. Los ganaderos con los que hablé dicen que Sonora está cada vez más seco, lo que significa que habrá cada vez menos pastizal para el ganado y para animales como los venados que son el alimento de los felinos salvajes. Esto podría hacer que las vacas sean más débiles y más propensas a morir de hambre y los jaguares estén más hambrientos y más propensos a atacar. La investigación sugiere que los jaguares matan más becerros cuando está seco. En 2023, un ganadero de Viviendo con Felinos llamado Diego Ezrre Romero perdió un becerro a manos de un jaguar. “Lo más crítico en el rancho que tengo es el agua”, me dijo Ezrre Romero. “Hay poco venado por las condiciones”.Diego Ezrre Romero, un ranchero del programa de Viviendo con Felinos, en el verdoso patio de su casa en Sahuaripa. Ash Ponders para VoxEl conflicto en Sonora no está a punto de resolverse del todo. Sin embargo, está claro que Viviendo con Felinos está ayudando. Junto con otros esfuerzos de NJP para involucrar a la comunidad — programas educativos, por ejemplo, y pinturas de murales que representan a los felinos icónicos en Sahuaripa y otras ciudades — el grupo está haciendo que los ganaderos en el territorio de los jaguares sean más tolerantes con los felinos. Y gracias a los pagos, está ayudando a que se vuelvan más tolerantes a las pérdidas que estos puedan ocasionar. “Sin ellos [NJP] ahorita no hubiera ni un jaguar aquí”, dijo Fausto Lorenzo, un ganadero cerca de Sahuaripa que no está afiliado a la reserva. “Ya se lo hubieran matado todos los rancheros porque esa era la costumbre”.Desde la casa de Hurtado Aguayo en Hermosillo, manejamos de regreso a Arizona. La carretera atravesaba campos de cactus saguaro. Los remolinos de polvo giraban a la distancia, moviéndose a través del matorral.El sol se acuesta detrás de las montañas de la Sierra Madre Occidental cerca de la reserva. Ash Ponders para VoxEl éxito que el NJP ha tenido en México es a fin de cuentas un buen augurio para los esfuerzos por restaurar los jaguares en Estados Unidos. El número de jaguares en la reserva es estable, dice Gutiérrez, pero las cámaras con sensores de movimiento sugieren que año tras año más individuos pasan por la región. Se trata de más individuos que potencialmente podrían llegar a los Estados Unidos.Pero persiste un gran problema. A medida que nos acercábamos a la frontera, el muro apareció ante nosotros. Era de metal y de color café y se elevaba 5 metros sobre el desierto. Extendiéndose cientos de kilómetros a través de la frontera de Arizona y Nuevo México, el muro ha hecho que la frontera sea en gran medida impasable para la vida silvestre, incluidos los jaguares. Y continúa expandiéndose. Actualmente, la administración de Trump está planeando completar una de las últimas secciones no amuralladas de la frontera, una brecha de 40 km en San Rafael Valley, alrededor de 240 km al noroeste del refugio, donde los jaguares han cruzado a los Estados Unidos.El futuro de los jaguares de Sonora parece prometedor independientemente de si Trump termina su muro. NJP y otras organizaciones han dado más espacio a estos animales y han erosionado las amenazas más severas.La verdadera pérdida se sentirá en los Estados Unidos, y no sólo entre los ambientalistas. Los jaguares han vivido en Estados Unidos desde mucho antes que nosotros. Son parte del patrimonio natural del país — de ecosistemas verdaderamente estadounidenses — y su ausencia perjudicaría nuestros paisajes. Los ganaderos en Sonora nos enseñan que podemos convivir con los grandes depredadores del continente. Sólo tenemos que elegir hacerlo.See More:

Haga clic aquí para leer esta historia en español.SONORA, Mexico — This landscape didn’t seem like a place to find jaguars, the world’s most famous jungle cat. The ground was parched and rocky and mostly brown, other than the occasional cactus or palm tree. It was so hot and dry that even some of the prickly nopales were wilting.Yet there it was — in the playback screen of a motion-sensing camera, strapped to an oak tree near a dry stream bed. Less than a week earlier, a large jaguar had walked exactly where I was now standing. Even from the small camera display, the cat looked imposing, with its oversized paws and a wide, skull-crushing jaw. The Northern Jaguar Reserve is nestled in the Sierra Madre Occidental mountains in the northern Mexican state of Sonora. During our visit in April, the dry season, there was little green vegetation other than desert plants like organ pipe cactuses and agave. Ash Ponders for VoxIt was a blistering afternoon in April, and I was in the Northern Jaguar Reserve, a protected area in Sonora about 125 miles south of the US border in Arizona. The reserve and the region around it are home to the world’s northernmost population of jaguars, the largest cats in the Western Hemisphere, as well as three other species of wild felines: ocelots, bobcats, and mountain lions, or pumas.The cat on the screen was named El Guapo. He’s the largest of five or six resident jaguars in the reserve and has likely fathered a handful of kittens, Miguel Gómez Ramírez, the reserve manager, told me.El Guapo has a bold personality: While some of the park’s jaguars get spooked by the flash or sound of motion cameras scattered through the reserve, jumping in the air like surprised house cats, El Guapo doesn’t seem to care. It’s as if he knows he’s at the top of the food chain. 1/4El Guapo. Courtesy of the Northern Jaguar ProjectWhile jaguars are often associated with the tropics, they once ranged as far north as Southern California, the Grand Canyon, and possibly even Louisiana. The US had jaguars! Then they were gone. By the mid-1900s, ranchers and hunters had exterminated these felines, largely because they were seen — like many other wild predators — as a threat to cattle. Jaguars do occasionally kill cows, though few cases of livestock predation in the US have actually been verified. Over the last few decades, several male jaguars have been spotted in their historic territory in the American Southwest — most recently, in December 2023. The extraordinary sightings give environmental advocates hope that jaguars could one day return to the US, fixing a broken food chain and recovering an important missing piece of Indigenous culture in the southern borderlands.A jaguar pelt is on display at the Ecological Center of Sonora, a zoo in the state capital of Hermosillo. Ash Ponders for VoxThose cats all came from northern Mexico. They came from the region where I was now standing, slipping through some of the last remaining gaps in the border wall. That means any chance that jaguars now have of returning to the US depends on maintaining openings in the wall — and on an ample reserve of cats in northern Mexico. Jaguars can only reestablish in their northern range if they’re sufficiently abundant in Mexico, where they’re endangered. And like in the US, ranchers in Sonora have a long history of killing felines for their perceived, and occasionally real, threat to cattle. While the Northern Jaguar Reserve helps protect wild cats in Sonora, what had ultimately brought me to Mexico was a project to conserve jaguars that extends far beyond the park’s boundary. For many years, a small group of scientists and advocates have been working to cast Sonora’s jaguars in a different light — to turn them from beef-hungry villains to important features of the ecosystem that can bring ranchers financial reward. Those efforts appear to be paying off: The population of jaguars in the reserve and the ranching region around it is stable, if not growing, offering hope that people can live harmoniously with the predators they once loathed.The Northern Jaguar Reserve is, without exaggerating, in the middle of nowhere.I traveled there last month with Roberto Wolf, a veterinarian who leads the Northern Jaguar Project (NJP), an American nonprofit that oversees the refuge. After crossing the border south of Tucson, we drove another four hours or so to a charming ranch town called Sahuaripa, where the narrow streets were lined with brightly colored homes and full of stray dogs.Homes in the town of Sahuaripa are brightly painted and often have crosses mounted on their front doors. Ash Ponders for VoxA man named Don Francisco sells warm tortillas at dawn in Sahuaripa. Ash Ponders for VoxA one-armed statue of Jesus overlooks the town of Sahuaripa. The other arm, I was told, fell off in a lightning storm. Ash Ponders for VoxFrom there it was another few hours on to the reserve, largely on rugged dirt roads. (I felt like we were in one of those car commercials for all-terrain vehicles that are only useful in this exact scenario.)Some time after entering the reserve we stopped by a log on the side of the road. It was covered in scratch marks, like the arm of a couch in a home filled with cats. That was the work of a mountain lion marking its territory, said Gómez, who met us in the park. He pointed out a motion camera nearby that had previously captured the behavior. Right before arriving at our campsite, a skunk ran across the front of the car, did a handstand, and then disappeared into the scrub. The next morning, which was cloudless and crisp, we hiked to a place called La Hielería — the spot where the trail cam had recently spotted El Guapo. Large winged shadows crossed our paths, cast by vultures hunting for carcasses. On the drive from Arizona to Sahuaripa, we crossed the Yaqui River, just west of the Northern Jaguar Reserve. It cuts through the foothills of the Sierra Madre Occidental mountains. Ash Ponders for VoxDozens of motion-detecting trail cameras are scattered throughout the reserve. Here, the display shows a mountain lion that walked by several days earlier. Ash Ponders for VoxLa Hielería, once part of a cattle ranch, has an important place in cat conservation. In the late 1990s, when jaguars were reappearing in the US, a team of researchers began exploring northern Mexico to find out where they were coming from. As part of that work, a biologist named Gustavo Pablo Lorenzana Piña set up a motion camera by a stream bed in La Hielería. The camera captured, as expected, cow after cow after cow. But then, as Lorenzana kept clicking through, he saw it: a jaguar, “the undisputed ruler of the neotropical forests, captured in a beautiful shot with shrubs and cacti in the background,” he said. The image, taken in early 2000, was the first ever photo of a live jaguar in Sonora. It was a female, later named Gus, in honor of Gustavo.The first ever photo taken of a live jaguar in Sonora. GP Lorenzana/CA López-GonzálezHer story ended — as most other jaguar tales do — at the hands of humans. The animal was pursued and killed for allegedly harming cattle, Lorenzana told me. Although it’s technically illegal to kill jaguars in Mexico, hunting them for real or perceived harm to livestock was once a common practice. And it’s still a threat today. In the late 20th century, at least five animals were killed on average per year in the state, according to the book Borderland Jaguars by David Brown and NJP co-founder Carlos López González.One man I met, in his 70s, told me he’d killed six jaguars on a ranch that is now part of the reserve. (He’d typically use dogs to track down the cats and chase them into a cave or a tree. Then he’d shoot them.) Ranch owners would pay around 5,000 Mexican pesos — worth around $260 in today’s US dollars, and nearly double that in the early 2000s — per slain jaguar. Heraclio “Laco” Duarte Robles killed several jaguars when he worked for a ranch in what is now the reserve. Now Laco is employed by the Northern Jaguar Project, where he helps keep the cats alive. Ash Ponders for VoxJaguars do occasionally kill calves, though they prefer to feed on wild prey, such as deer or javelina, a small, fierce peccary that looks like a pig. In Sonora, jaguars and pumas might each kill a few calves per year, which typically amounts to only a fraction of a rancher’s production.While Gus was on the losing side of encounters between ranchers and cats, she left a lasting conservation legacy. By showing up on a trail cam in La Hielería, she helped prove that Sonora was home to a breeding population of jaguars. That spurred an effort to buy up ranches — including the one comprising La Hielería — and turn them into a reserve. NJP purchased its first ranch in 2003, and has since added several more. Together they cover more than 56,000 acres. Today the Northern Jaguar Reserve has a small yet healthy population of five or six jaguars, according to Carmina Gutiérrez González, a biologist at NJP. Motion cameras have spotted another 10 or so jaguars passing through the region, said Gutiérrez, who identifies individuals by their unique patterns of spots. Our only in-person encounter with a jaguar was at the Ecological Center of Sonora, a zoo within a half-day’s drive from the reserve. Ash Ponders for VoxAfter seeing El Guapo on the camera in La Hielería I wandered down the dry stream bed, where I stumbled upon a pile of feces. Jaguar feces, Gómez suspected. I’ve never been so excited to find a pile of shit in my life. People like Gómez who have spent more than a decade in the reserve have never seen jaguars face to face. My chance was close to zero. So poop? I’ll take it.The reserve is essential though insufficient — it’s relatively small, covering less than 3 percent of the area of Yellowstone, for example. Jaguars in Sonora, meanwhile, have incredibly large home ranges, and can travel as much as 10 miles a day, Gómez said. Protecting them in one small area isn’t enough in a region where hunting still occurs. So the Northern Jaguar Project had came up with another solution.One morning, after a few nights in the reserve, we drove to a cattle ranch just beyond the boundary. We parked our dusty 4Runner next to a handful of cows and their calves, who froze and stared at us as if they had never seen humans before. Uriel Villarreal Peña on his ranch, Saucito, near the Northern Jaguar Reserve. Ash Ponders for VoxA rancher named Uriel Villarreal Peña, who owns the property, came out to greet us, trailed by two dogs. As we sat around his outdoor table, under the shade of a tin roof, he told us he owns a little more than 100 cattle — each worth several hundred dollars — that he sells in Sahuaripa to be exported to the US.For more than a decade, Villarreal, who wore a ball cap, jeans, and a button-down shirt, has been part of a program called Viviendo con Felinos. The program, launched by NJP in 2007, works with ranchers to place motion cameras on their land. When those cameras detect a wild cat — a jaguar, puma, ocelot, or bobcat — the nonprofit pays the rancher from a pool of funds they’ve raised from donors. The idea, Wolf told me, is “to make living wild animals more valuable than dead ones.”Photos of jaguars are worth 5,000 pesos each (~$260), which is similar to what hunters might make for killing them. Photos of ocelots earn 1,500 pesos (~$78), pumas 1,000 pesos (~$52), and bobcats 5,000 pesos (~$26). Each rancher can earn a max of 20,000 pesos (~$1,038) a month for their photos — more than double the minimum monthly wage in Mexico. By joining Viviendo con Felinos, ranchers also agree not to kill any wild animals on their ranch, including deer and javelina. Roberto Wolf rests for a moment on our hike in La Hielería. Ash Ponders for Vox(Mexico has another, unrelated program run by its national livestock confederation that partially reimburses ranchers for cattle killed by wild predators. Ranchers complain that these funds, which are similarly meant to reduce hunting, are hard to access and inadequate.)Villarreal told me he joined the NJP program partly for the money. Cat photos taken on his ranch earn him a few thousand dollars each year, he said, which amounts to about 10 to 15 percent of his annual income from the ranch. But he also just likes jaguars. “I’m interested in seeing animals, in preserving animals because they look pretty,” he said. It helps that jaguars haven’t caused him many problems. When he was young, Villarreal thought wild cats were bad because they ate cattle, a rancher’s livelihood. But over time he learned that predators will avoid calves as long as they have plenty of deer and javelina to eat. After sampling a bit of Villarreal’s homemade Bacanora — an agave-based liquor, similar to mezcal; my job is hard, I swear! — he took us to see one of his motion cameras. It was “nearby,” though getting there involved a short drive, a half-hour hike in the sun, and a run-in with a road runner, a manic-looking ground bird that always seems to be in a rush.Wolf and NJP field technician Heraclio “Laqui” Duarte López show us a map at an overlook on our way to the reserve. Ash Ponders for VoxHiking in the reserve takes you across volcanic rocks and scrubland, often in the blistering heat. Ash Ponders for VoxA cattle skull on the outskirts of Peña’s ranch. Ash Ponders for VoxA vermilion flycatcher takes wing across the bank of the Aros River in the reserve. Ash Ponders for VoxStrapped to a wooden post, the camera was plastic, colored in camo, and roughly the size of a brick. We opened it up and clicked through the recent photos. Me approaching. Rabbit. Deer. Fox. A raccoon-like creature called a ringtail. Coati. Ocelot. Javelina. Javelina. Javelina. Javelina. Javelina.And more javelina. I asked Villarreal what he thinks when he sees a wild cat on the camera. “1,500!” he joked, referring to the money in Mexican pesos he earns from each picture of an ocelot. He then added, more seriously: “It feels good to be able to say that they do exist.”To date, 21 ranchers near the reserve have joined Viviendo con Felinos. And together, their land comprises 126,000 acres — an area more than twice the size of the actual reserve. The program has in effect expanded the area across which jaguars and their prey are protected. What’s more, it’s so popular among ranchers that there’s actually an informal waitlist to join, Wolf said. NJP has been slowly growing the program, but adding more ranches — and all of the photos they may take — is expensive, Wolf noted. Between fall 2023 and fall 2024, NJP spent well over $100,000 on photo awards alone. That doesn’t include staff time or the cost of cameras, which run around $150 each. And those cameras often need to be replaced because, of all things, woodpeckers occasionally hammer out the lenses and sensors, Gómez told me.Viviendo con Felinos has given jaguars in Sonora more space to roam, and that alone is huge. But these iconic animals are also benefiting from a more fundamental shift in the region — a shift in its culture and customs. After our visit with Villarreal, we stopped at his neighbor’s property, a large ranch owned by Agustín Hurtado Aguayo. Hurtado, now in his 80s, is the former president of the state’s livestock association and a sizable figure in Sonora’s ranching community. Several years ago, “I hated felines,” he told me at his home in the city of Hermosillo, the capital of Sonora, a few hours west of Sahuaripa. Cowboy hats and a pair of bull horns hung from the wall. “I had a very bad image of them,” Hurtado said. Agustín Hurtado Aguayo at his home in Hermosillo. Ash Ponders for VoxRanch-life photos and a longhorn bull mount line the wall of Hurtado’s home. Ash Ponders for VoxHunting wild cats was a practice that older generations passed on, he said, and it stemmed from the belief that cats hurt production. “That’s the training we had,” he told me. It was also normal for cowboys to hunt and eat deer, he said, which diminished an important food source for predators.After Villarreal joined Viviendo con Felinos, Hurtado grew curious about the program. He liked the cat photos from his neighbor’s ranch. “When I began to see photos from the cameras, I began to appreciate the animals,” he said, showing me his iPhone wallpaper of a mountain lion. “Little by little, my vision of wild cats began to change.”Hurtado, who later also joined the program, realized that by limiting the number of cattle on his ranch, his cows would be healthier and there’d be more grass left over for deer. If he had more deer — and his workers refrained from hunting them — wild cats would kill fewer of his animals. These ideas are becoming increasingly common among ranchers in Sonora who have joined the program.“If we as ranchers or as owners of property preserve the normal food chain, we have no problem,” said Jose de la Cruz Coronado Aguayo, another rancher in Viviendo con Felinos. There are other ways, too, to protect cattle from predators, such as by making sure calves don’t roam the mountains alone. In other regions of the world, installing predator deterrents, such as electric fences, alarms, and flashing lights, is also effective in preventing predation. “Cats can really coexist with livestock,” Hurtado told me.The reserve is surrounded by cattle ranches that mostly sell calves for meat. Ash Ponders for VoxWhile it’s clear how photos of jaguars might make someone fall in love with wild cats, that doesn’t explain how ranchers like Hurtado learned how to farm in such a way that protects both felines and cattle. Wolf, of NJP, says it often comes down to individual experiences. Ranchers learn over time that by leaving deer alone or creating new water sources for animals, fewer livestock go missing. What’s also crucial, he said, is that by earning money for photos of cats, people in the program become more tolerant of their presence — and more open to compromise and finding ways to live with them. Before we left his home, Hurtado took out his laptop and showed us photos from the motion cameras on his ranch. They were spectacular: a mountain lion, close to the camera and wearing a look of surprise. An ocelot with what looks like a mouse in its mouth. And several jaguars, including the image below, taken in 2023 — which he had set as his desktop background. 1/3Photos from motion cameras on Hurtado’s ranch. Courtesy of the Northern Jaguar ProjectNot everyone in Sonora suddenly loves cats. Ranchers still blame jaguars when their calves disappear or turn up dead. And some jaguars are still killed discreetly. One rancher who’s not part of Viviendo con Felinos told me that since November he’s lost more than a dozen of his calves, and he suspects that wild cats are behind the damage. He says the reserve should be fenced in for the benefit of ranchers. (There’s no evidence that mountain lions or jaguars killed his calves, Wolf said.)Tension in the region boiled over earlier this year, when a mountain lion apparently entered the house where a ranch worker was staying and attacked his dog. The worker, a man named Ricardo Vazquez Paredes, says he hit the cat with a pipe and the lion ran away, but not before injuring his dog, Blaki. While Wolf and some of the other ranchers I spoke to suspect his account might be exaggerated — it’s rare for mountain lions to go near human dwellings — the story raised concerns around Sahuaripa about jaguars and efforts to protect them. Climate change might also worsen conflict in the region. Ranchers I spoke to say Sonora is getting drier, meaning there will be less and less grass for cattle — and for animals like deer that wild cats eat. That could make cows weaker and more likely to starve and jaguars hungrier and more likely to attack. Research suggests that jaguars kill more calves when it’s dry. In 2023, a rancher in Viviendo con Felinos named Diego Ezrre Romero lost a calf to a jaguar. “The most critical thing on my ranch is water,” Ezrre told me. “There are few deer because of the conditions.”Diego Ezrre Romero, a rancher in the Viviendo con Felinos program, in the verdant courtyard of his home in Sahuaripa. Ash Ponders for VoxThis is to say: Conflict in Sonora isn’t about to disappear altogether. Yet Viviendo con Felinos appears to be helping. Along with NJP’s other efforts to engage the community — education programs, for example, and painting murals that depict the iconic cats in Sahuaripa and other towns — the group is making ranchers in jaguar territory more tolerant to cats. And thanks to payments, more tolerant to losses that they may cause. “Without them [NJP] there wouldn’t even be a jaguar here right now,” said Fausto Lorenzo, a rancher near Sahuaripa who’s not affiliated with the reserve. “All the ranchers would have killed them because that was the custom.”From Hurtado’s home in Hermosillo, we drove back toward Arizona. The highway cut through fields of saguaro cactuses. Dust devils spun in the distance, moving like flying whirlpools across the scrubland.The sun sets behind the Sierra Madre Occidental mountains near the reserve. Ash Ponders for VoxThe success that NJP has had in Mexico ultimately bodes well for efforts to restore jaguars to the US. The number of jaguars in the reserve is stable, Gutiérrez says, but motion cameras suggest that year-over-year more individuals are passing through the region. That’s more individuals that could potentially spill into the US.One big problem, however, remains. As we neared the US border, the wall came into focus. It was metal and brown and rose 18 feet above the desert. Now stretching hundreds of miles across the Southwest, the wall has made the border largely impassive to wildlife — including jaguars. And it’s still expanding. The Trump administration is now planning to complete one of the last unwalled sections of the border, a 25-mile stretch in the San Rafael Valley, about 150 miles northwest of the refuge, where jaguars have crossed into the US. The future for Sonora’s jaguars appears promising regardless of whether Trump finishes his wall. NJP and other organizations have given these animals more space to live and helped lessen the threats they face. The real loss will be felt in the US. And not just among environmentalists and other wildcat advocates. Jaguars have lived in the US long before any of us. They’re part of the country’s nature heritage — of the ecosystems that are truly American — and their absence leaves our landscapes impaired. Ranchers in Sonora teach us that we can live alongside the continent’s great predators. We just have to choose to. Update, May 20, 11:25 am ET: This piece was originally published on May 20 and updated to include both peso and dollar amounts where applicable.See More:

In November last year, Jaguar Land Rover (JLR) unveiled a radical rebranding exercise. The iconic British car brand, known for its sleek designs, racing heritage and unmistakable growler emblem featuring its big cat mascot, made a dramatic pivot that both alienated its existing customer base and failed to resonate with new audiences. Spearheaded by agency Accenture Song, the new identity introduced a minimalist 'J' logo, replacing the iconic 'growler' logo, along with advertisements that conspicuously lacked cars. Instead, the campaign featured an array of abstract visuals and diverse models with slogans like 'Live Vivid' and 'Delete Ordinary'. It was all part of a strategic shift to position Jaguar as an all-electric luxury brand by 2026. But the public response was swift and devastating. And the backlash wasn't limited to social media outrage: it translated directly to Jaguar's bottom line. Global sales plummeted from 61,661 vehicles in 2022 to just 33,320 in 2024, marking a nearly 50% decline. Now, the company is actively seeking a new advertising agency, effectively acknowledging that the rebrand has failed to achieve its objectives. So what went wrong, and what lessons can other brands learn from this costly misstep? What went wrong? Sue Benson, founder and CEO of The Behaviours Agency, lists some of the reasons she feels the new approach failed. "There are few, if any, cars in the ads, which leaves audiences unsure what the brand even stands for. Heuristics like the leaping cat logo have been discarded, weakening mental shortcuts consumers rely on. Emotion has suffered, too; rather than stirring pride or aspiration, the new identity feels cold and aloof. And in terms of consistency, the shift has been jarring, with little cohesion between legacy and future." In short, the brand destroyed more equity than it built. By abandoning recognisable elements that consumers had emotional connections with, Jaguar created a vacuum that its abstract new positioning couldn't fill. "In a market where EV brands are multiplying, distinctiveness matters more than ever," Sue reasons. "Jaguar already had strong emotional and cultural heritage, so it's worth questioning whether stripping that away in favour of minimalism was the right move." Sign of desperation Of course, many of us like radical change, and many people in the design industry were pretty excited when the rebrand was first launched. But sometimes, 'radical' can go too far and end up throwing out the proverbial baby with the bathwater. "The scale of the transformation was hard to ignore," says Gabor Schreier, chief creative officer at Saffron Brand Consultants. "If Rolls-Royce were to abandon the Spirit of Ecstasy, the reaction would be immediate. Jaguar's move belonged in the same category. Abandoning that legacy and sacrificing vital brand assets might be seen as either a bold, forward-looking strategy or a sign of desperation disguised as a provocation. A leap so detached from its heritage, they might as well have changed the name entirely." Typically, a successful rebrand will maintain a sufficient connection to a brand's core identity so that consumers can follow the evolution. Jaguar, however, created a chasm so wide that the rebrand appeared to be a complete reinvention rather than an evolution, leaving consumers confused about what Jaguar now stood for. A broader identity crisis Of course, none of this happened in a vacuum. Lewis Jones, managing partner at Coley Porter Bell, frames Jaguar's struggles within the broader context of the auto industry's shift to electric. He suggests that the problem goes beyond the rebrand itself to a more existential question about what makes cars desirable in the electric age. "The traditional thrills of internal combustion such as sound, speed and mechanical drama are fast becoming irrelevant," Lewis notes. "As EVs lean into minimalism, efficiency and tech-led rationality, the emotional connection to the car risks being left behind." In this light, a car brand needs to not only maintain its own identity but also solve the broader problem of creating emotional connections in a category increasingly defined by sameness. Instead, though, Jaguar leaned into the very minimalism that risks making electric vehicles feel interchangeable. "Design is where this battle will be won or lost," believes Lewis. "It is no coincidence that one of the most talked-about EVs of 2024 is the Renault 5, a masterclass in retro-modern design. It is not the specs or software that excited people. It is the character, the charm, the identity. It feels like something. In an era of indistinguishable EV silhouettes, design becomes the new sound of the engine. It is the thing that stirs emotion." Despite the failure of Jaguar's rebrand, though, Lewis acknowledges one potential positive: it has "elevated design into a cultural conversation." More specifically, the unveiling of the Type 00 concept car at Miami Art Week in December 2024, which showcased the brand's future electric design direction, did generate significant attention, albeit with the same polarised reception as the rebrand itself. In short, while Jaguar's execution may have been flawed, its instinct to differentiate through bold design wasn't entirely misguided. The failure was in how that design connected—or failed to connect—to the brand's heritage and values. Lessons for brands So, what have we learned from all this? Here are five big lessons for other brands contemplating significant repositioning. 1. Evolution, not revolution Gabor's comment that "right now, it feels as if a Jaguar might no longer be a Jaguar" encapsulates perhaps the most critical lesson. Overly radical rebrands risk destroying more equity than they create. Successful rebrands, in contrast, maintain sufficient connections to a brand's heritage while moving it forward. 2. Maintain distinctive assets Sue highlights the importance of maintaining recognisable elements that create mental shortcuts for consumers. Jaguar's abandonment of the growler logo eliminated a powerful visual cue that had built recognition over decades. The simple lesson is that brands should carefully audit their distinctive assets before discarding them. 3. Solve emotional connection challenges Lewis's about the EV category point to the challenge of creating emotional connections in categories undergoing technological transformation. Brands need to find new ways to create emotional resonance when traditional sources of differentiation disappear. 4. Test with core audiences Jaguar's rebrand appears to have been developed with an idealised future customer in mind, without sufficient consideration for existing loyal customers. Brands should test significant changes with core audiences before full implementation. 5. Ensure clarity of purpose Perhaps most fundamentally, Jaguar's rebrand created confusion about what the brand now stands for; as Sue notes, there was a marked absence of actual cars in the ads. A successful rebrand should clarify rather than confuse a brand's purpose. The road ahead As Jaguar looks to appoint a new ad agency, it faces the challenge of deciding whether to double down on its controversial new direction or course-correct back toward its heritage. Gabor notes, "As someone once said, to err is human; to rectify, wise. Even the most daring strategies leave room for course correction." No brand should be so committed to something that it cannot adjust when the market provides clear feedback. What's clear is that Jaguar's next agency will need to help the brand reconnect with consumers on an emotional level while distinguishing itself in the increasingly crowded electric vehicle market. As Lewis states, "The agency it chooses will need to build on this momentum, not just to sell cars but to help people reconnect emotionally with the act of driving." Whether that means embracing the controversial new direction with better execution, or finding a middle ground that honours Jaguar's heritage while looking to the future, remains to be seen. Either way, the stakes couldn't be higher for this storied British brand.

Apple’s macOS operating system has changed a lot over the last 25 years, with new features and designs coming and going as the decades have passed. Even the name has been adjusted, starting out as Mac OS X before shortening to OS X and eventually settling on macOS. The world the original version inhabited back in 2000 is very different to today. Including the initial public beta, Apple has released 22 versions of the Mac operating system so far, with new launches becoming an annual occurrence. But it wasn’t always this way, and there have been some fascinating updates and developments in the time since the first version appeared. Let’s see how macOS has changed over the years. Recommended Videos Mac OS X Public Beta (2000) Blake Patterson / Flickr The world’s first glimpse of what was then called Mac OS X came in 2000 with the launch of the Mac OS X Public Beta. Codenamed Kodiak, this preview version cost $29.95 and was intended to gather feedback from users. The biggest advance over previous Mac-based operating systems was the introduction of the famous blue-and-gray Aqua user interface, which Steve Jobs touted as looking so good you wanted to lick it. Aside from that, it introduced the Dock, the menu bar, and protected memory, as well as a host of apps still in use today, such as Mail, Preview, QuickTime, Terminal, and TextEdit. Mac OS X 10.0 Cheetah (2001) DavzTheEditGuy / Wikimedia The Mac OS X Public Beta only lasted six months, with Apple launching the first version of its new operating system – Mac OS X 10.0 Cheetah – in spring 2001. Given that it was a full release and not a beta, Cheetah cost $129. It continued to use the Aqua interface, and its bubbly blue buttons and translucent menus instantly became iconic. Yet it was riddled with issues, including poor performance (even on machines that met the minimum spec), freezes, kernel panics, and more. There was a disappointing lack of third-party Mac apps, and some people complained that those shiny new interfaces were hard to use. That all coalesced into a feeling that Cheetah was simply undercooked and not ready for prime time. While its visual style was a revelation and created the playbook for future OS X releases, it probably needed a little more time in the oven before launching. Mac OS X 10.1 Puma (2001) Apple Another six months later, Mac OS X 10.1 (codenamed Puma internally at Apple) was released. This came with a number of features that were missing from Mac OS X 10.10, including DVD playback, greater support for third-party printers, an Image Capture app for exporting pictures from digital cameras and scanners, and more. There were also plenty of performance enhancements. This included faster 3D output, a more capable version of AppleScript, and more user-friendly file handling. Performance was also improved across the entire operating system. Although Puma cost $129 to new users, it was released as a free update for anyone who had purchased Cheetah. In January 2002, Apple announced it would be the default Mac operating system, replacing Mac OS 9. Mac OS X 10.2 Jaguar (2002) Apple Although past versions of Mac OS X had used codenames (like Cheetah and Puma), those titles were intended for internal use only. Mac OS X 10.2 Jaguar, on the other hand, was the first to use its codename publicly, giving users a much easier way to remember its name than a string of numbers. Arriving a year after Puma, Jaguar added a slew of quality-of-life features. The Finder gained a search box, Quartz Extreme improved responsiveness by offloading graphics compositing to your Mac’s graphics card, while the introduction of Universal Access made the system much more usable for disabled customers. Although Jaguar remained a $129 purchase for general users, Apple gave it away for free to all US K-12 teachers. Mac OS X 10.3 Panther (2003) Apple When Mac OS X 10.3 Panther came out in October 2003, its main focus was on performance. Here, Apple improved Preview’s PDF rendering abilities, brought quicker compile times to Xcode, added FileVault for on-the-fly encryption and decryption, and more. The update also came with better compatibility with Microsoft Windows apps and features. But there was more to it than that. It also featured the most extensive user interface update since the first version of Mac OS X. Finder was revamped with a new brushed-metal look and a customizable sidebar, the Exposé window manager was added, as was fast user switching and built-in fax support. Mac OS X 10.3 Panther lasted a full 18 months until it was replaced, giving it a more significant shelf life than previous Mac OS X releases. Mac OS X 10.4 Tiger (2005) Wylve / Wikimedia Apple boasted that Mac OS X 10.4 Tiger came with over 200 new features when it launched in April 2005, and it brought with it several tools and apps that are still used by Mac fans today. That includes Spotlight, Smart Folders, Smart Mailboxes in the Mail app, VoiceOver, and Automator. Among the other important new features was the Dashboard, which lasted 12 years until it was discontinued. Tiger was also the first Mac operating system to work with Intel processors, as Apple announced the transition from PowerPC chips to Intel processors during its lifetime. To facilitate the move, Apple included the Rosetta compatibility layer in Tiger, which allowed PowerPC apps to run on Intel hardware. Apple continued to use Intel chips until the debut of the M1 chip in 2020, which heralded the start of the Apple silicon era. Mac OS X 10.5 Leopard (2007) Apple Mac OS X 10.5 Leopard was promoted by Apple as “the largest update of Mac OS X,” and this was due to its inclusion of over 300 new features. Among them were a new visual appearance with skeuomorphic icons and reflective aspects, fresh features in Mail, Finder and iChat, plus plenty of security patches. Apple also pre-loaded Time Machine, desktop Spaces and Boot Camp with compatible Macs. Existing apps like Photo Booth, Safari, Spotlight and Front Row were reworked and improved. And there were other new features, such as the Quick Look file preview framework and Back to My Mac, which allowed MobileMe users to access the files on their home computer while away from their desk. Leopard had support for both PowerPC and Intel-based Macs, and was the last release to run on PowerPC chips. After that, Apple went all-in on Intel, marking the start of a new era for the Mac. Mac OS X 10.6 Snow Leopard (2009) FHKE / Flickr When Apple brought those 300 changes to Leopard in 2007, there was a sense that the company had overstretched itself, with many of the features working poorly and requiring fixes. To put things right, Apple launched Mac OS X 10.6 Snow Leopard in 2009 as a “no new features” update, with the sole focus on improving what came before. To that end, Apple made plenty of small-but-significant adjustments. For instance, clean installs would leave much more free space compared to Leopard, Time Machine backups took less time to complete, and Finder was more responsive thanks to being extensively rewritten. The overall system was made faster and more reliable compared to its predecessor, too, while the Mac OS X 10.6.6 update introduced the Mac App Store for the first time. In terms of hardware, Snow Leopard could support greater amounts of memory, dual-core processor compatibility was improved, and GPU performance was stepped up. OS X 10.7 Lion (2011) Tony Nguyen / Flickr Ever use the Launchpad to view your installed apps in macOS? If so, you can thank OS X 10.7 Lion for that, as it was the operating system version that introduced that feature. It also expanded the use of multi-touch gestures on the Mac, and added Mission Control, which combined the previously separate Dashboard, Spaces, Exposé, and fullscreen apps. Aside from what was actually in its software, Lion had a few other notable changes. It dropped the “Mac” from its name, becoming simply OS X 10.7 Lion. It was also the first OS X version to not support 32-bit processors, and it also ended support for PowerPC chips by coming without the Rosetta translation layer. OS X 10.8 Mountain Lion (2012) Masaru Kamikura / Flickr Like Snow Leopard, Mountain Lion was another “refinement” release that aimed to improve on its predecessor and ramp up the usability of the operating system. And it succeeded in a big way, almost immediately being recognized as a major enhancement over OS X 10.7 Lion.f Compared to Lion, Mountain Lion was far more stable and pleasant to use. But it didn’t just put right past mistakes — it added a boatload of new features. Notification Center was the most prominent addition, but Messages and Notes came across from iOS, while system features like Power Nap and AirPlay Mirroring also made their debuts. Mountain Lion showed that Apple could refine its operating systems and add new features, and that combination proved to be a winner at the time. OS X 10.9 Mavericks (2013) Apple With OS X 10.9 Mavericks, Apple stopped naming its Mac operating system updates after big cats and instead switched to locations in its native California. Notably, it was also a free upgrade for anyone running Mac OS X 10.6 Snow Leopard or later on a Mac with a 64-bit Intel chip. As with Mountain Lion, Mavericks brought across more features from iOS, including the Maps and iBooks apps. Tabs were added to Finder, and Safari was sped up thanks to better JavaScript performance. There were also improvements to multi-monitor setups and performance under the hood. At the time, Mavericks was seen as a gradual evolution of the Mac operating system, although it wasn’t without its critics. However, some of the biggest praise went to its price tag: it was totally free, marking a trend that continues to this day. OS X 10.10 Yosemite (2014) Apple OS X 10.10 Yosemite featured the first major visual overhaul of the Mac operating system in years. Gone were the skeuomorphic apps of the Steve Jobs era, replaced by flat icons and translucent design elements that are still in use today (albeit with some alterations). That followed the moves made by iOS 7 in 2013, which also dropped its skeuomorphic touches. It also enabled Apple to show off the tight integration of its iPhone and Mac products with a new feature called Handoff. With this enabled, you could answer an iPhone call on your Mac, or start editing a document on one device and then finish it on another. A change that was less well received was the replacement of the iPhoto and Aperture apps with Photos. The former two apps had loyal followings, and even today you’ll find Apple users who lament their demise. OS X 10.11 El Capitan (2015) Digital Trends As we’ve seen, every now and then Apple releases a “refinement” update to the Mac operating system, and OS X 10.11 El Capitan was one such case. That meant a plethora of small fixes and improvements, including a better user interface in the Notes app, . System Integrity Protection was also brought in for stronger security. But El Capitan wasn’t totally devoid of new features. You could now get public transport directions in the Maps app, there were new window-management features, and Mission Control was tweaked and enhanced. The Metal API was also added from iOS 8 to enhance performance in games and pro apps. All these small adjustments resulted in a positive reception for El Capitan, with praise offered for its stability and functionality. macOS 10.12 Sierra (2016) Digital Trends When you think back to macOS 10.12 Sierra, perhaps the most obvious thing you’ll remember is the name. It was the first time Apple used the “macOS” branding, dropping OS X and bringing its Mac naming style in line with that of its other systems (such as iOS and tvOS). But that’s not what made it a great release. Sierra is one of the best versions of macOS because of what it introduced. That includes Siri on the Mac, Auto Unlock to unlock your Mac using an Apple Watch, and Night Shift, which automatically reduced blue light late at night. There was Picture in Picture and the Universal Clipboard, plus the first look at the APFS file system that modernized Mac storage. Sierra was an important release both on the surface and under the hood, with a bunch of features that are still well-loved today. It was an impressive way to kick off the macOS era. macOS 10.13 High Sierra (2017) Jayce Wagner / Digital Trends In 2017, macOS 10.13 High Sierra was released with the intention of polishing much of what arrived a year earlier in Sierra. To that end, Apple put the emphasis on speeding up performance and solidifying the system’s stability, although there were a handful of new features in apps like Photos, Mail and Safari. Unfortunately, High Sierra was affected by a number of serious security issues that dented its reputation. There was the infamous “root” problem, for example, which let anyone enter the username “root” on the login screen, then log in to the all-powerful root account without even requiring a password. Other issues included problems with external monitor connections and lagging animations likely caused by a last-minute Metal 2 update. macOS 10.14 Mojave (2018) Digital Trends While macOS Sierra was the start of a new era, macOS 10.14 Mojave was the last of its kind. It was the final version of macOS to support 32-bit apps, and as such is cherished by a small subset of users who could not or would not update their apps to run on 64-bit operating systems. There was much more to Mojave than that, though. It was the first version to feature Dark Mode, which people still love today. Huge piles of files on your desktop could be grouped into Stacks, making things appear much neater (even if they actually weren’t). The App Store was totally remade and got editorial content, while a handful of apps were transferred from iOS to the Mac (although they were far from perfect at the time). Mojave was one of those editions that never really screamed and shouted to get attention, yet its consistency and thoughtful, incremental changes made it a firm favorite. As the old Steve Jobs adage went, “It just works.” Sometimes, that’s just what you’re looking for. macOS 10.15 Catalina (2019) Digital Trends Released in 2019, macOS Catalina wasn’t a terrible launch for Apple. It had plenty of positives, including the introduction of Sidecar and Find My, better security features, and more. But if you’ve used Catalina, there’s one thing that probably makes all that seem irrelevant: its incredibly annoying pop-ups. Let’s say you’ve got an app that you’ve told to open a file on your desktop. Catalina would insist you needed to grant it permission first, then did the same for every single other app that wanted to do the same. The alerts would often appear even when the app didn’t seem to be trying to do anything at all. They were a constant barrage of irritating distractions, akin to Windows’ much-mocked User Account Control pop-ups. Just trying to use your Mac in a normal way became annoying. Apple has always prided itself on the security of its Macs, but this was one case where it swung wildly away from convenience and too far into security territory. Fortunately, it seems to have found a much better balance these days. macOS 11 Big Sur (2020) Digital Trends Six years after Yosemite, macOS 11 Big Sur introduced another major design overhaul, with a new look that featured major changes to first-party apps, design elements like windows and the Dock, and remade system sounds. It also changed the macOS naming convention to drop the incremental 10.x style and instead use full integers. Big Sur wasn’t just about the visuals, though. Time Machine was revamped, Control Center was added, and the Notification Center was redesigned. Big Sur was also the first version of macOS to support Apple silicon chips, a significant alteration in the Mac’s history. macOS 12 Monterey (2021) Digital Trends Big Sur was always going to be a tough act to follow, but macOS 12 Monterey acquitted itself well. It added features like Universal Control (which lets you control multiple devices using a single mouse and keyboard) and Focus modes that are much loved today. It also ported the Shortcuts app across from iOS and iPadOS, giving far more power to users to create automated workflows. That’s not all. Live Text let you highlight words and phrases in images, while Low Power Mode helped save your MacBook’s battery and extend its life. SharePlay, Portrait mode and noise cancelation were all added to FaceTime, Visual Look Up let you identify plants and animals in photos, and AirPlay was tweaked with better streaming options for iOS and iPadOS content. Overall, then, there was a lot to like about macOS Monterey. macOS 13 Ventura (2022) Digital Trends Apple likes its whizzy demos, and following the wow factor that came with macOS Monterey’s Universal Control, the company needed a follow-up. It delivered that in macOS 13 Ventura in the form of Continuity Camera, which lets you mount an iPhone on your Mac’s display and use it as a webcam, no extra steps required. But there was more to Ventura than just a cool video-calling feature. System Preferences was renamed to System Settings and given a more logical design, Stage Manager was introduced (to a mixed reception), and native Freeform, Weather and Clock apps were added. It was a solid update with new features that are still well-regarded today. macOS 14 Sonoma (2023) Digital Trends Apple had long had an issue with Mac widgets – since the demise of the Dashboard, it hadn’t found a way to do them justice. In macOS 14 Sonoma, Apple found the solution in the form of widgets that could be placed anywhere on your desktop and interacted with, all without needing to open their companion apps. Sonoma also introduced Game Mode for enhanced gaming performance, added animated wallpapers and screen savers in a variety of styles, and the Lock Screen was redesigned to take on a similar appearance to iOS. It wasn’t the most feature-packed update, but it had enough going for it to be a solid upgrade. macOS 15 Sequoia (2024) Digital Trends With macOS 15 Sequoia came one of Apple’s biggest new features yet: Apple Intelligence. The artificial intelligence (AI) system was meant to revolutionize the way you used your Mac, although its initial rollout was marred by delayed features and subpar performance compared to rivals. Still, there were more positive changes elsewhere, like the introduction of the Passwords app for managing your logins, an iPhone Mirroring feature that lets you directly use your Apple phone on your Mac, and the debut of Math Notes, which can automatically calculate sums and formulae for you in the Notes app. Other new features comprised window tiling, a redesigned Calculator app, the second version of the Game Porting Toolkit, and more.