By John Moltz
March 15, 2024 2:00 PM PT
This Week in Apple: Things continue to happen

The fun never stops with Apple, which is great for job security and at the same time so exhausting. Apple’s experimenting with a new twist on the ad market and asks the perennial question “Will it fold?”
Getting apps on the down-low-d
In a surprise turn of events, something happened this week. We go live now to the thing for a live report in real time (previously recorded).
“Apple adds Web Distribution for iOS apps in EU, loosens other restrictions”
If you had that on your bracket for Apple and the EU, then you are probably either Apple or the EU, possibly both. Either way, you’re not eligible to play this game. Your $5 buy-in will not be refunded.
This move does not come without some major caveats. Developers must have more than one million installs in the EU over twelve months, have been in the developer program for at least two years, and probably be able to show at least three forms of ID.
If you thought that was all the EU-related Apple news one week could handle, well, don’t close this tab yet!
I SAID DON’T CLOSE THIS TAB, KEVIN.
“Spotify says its iPhone app updates in the EU are getting held up by Apple”
While Apple is appealing the EU’s $2 billion decision against it, it is apparently not doing anything with the app update Spotify submitted. Hey, I get it, Apple. There are a lot of things I haven’t gotten to either. Just a lot of good TV on right now.
Ad nauseum
Apple appears set to succumb to peer pressure and bring an ad-supported tier to TV+.
“Cheaper Apple TV+ With Ads Plan a Possibility, Recent Job Hires Suggest”
If Netflix, Max, Paramount+, Amazon Prime, uh, the one with Poker Face and, uh, the other one all jump off a bridge, I guess Apple will, too.
Remember when you could just buy an ad-free episode of TV in iTunes? Steve Jobs made a big deal about it when he announced iTunes 6. Sure, you can still buy episodes of shows in the TV app, but probably not the ones you want to watch. This is not the future we were promised.
OK. OK. Look, no one like ads. But what about—are you ready?—ads with AI?
Apparently this new technology would start on the App Store but “could lead to new ad placements across Apple’s properties”.
Oh. Great. That’s great.
No travel keyboards
Well, let’s talk about things you’re sure to like. Sweet, tasty Apple rumors, fresh off the vine of the imagination. What’s cooking in Tim’s kitchen these days?
Apple does have an iPhone SE 4 in the pipeline, though if you’re hoping to get one of these affordable devices you’re going to have to wait until next year. Purportedly leaked CAD renderings show the device as being the same size as the iPhone 14 but with a single rear camera.
And ads. It’ll have ads.
No, not really.
I don’t think. But who knows?
In wackier rumors, Ming-chi Kuo suggests that before Apple releases a foldable iPhone or iPad, it will unveil a 20.3-inch foldable MacBook. Of course, all MacBooks are foldable (even twice, if you’re really committed to it) but these would be all-screen.
Apple appears to be saying “You didn’t like the butterfly keyboard? FINE. We’ll just take your keyboards away.” Somewhere Jony Ive was overcome by a wave of indescribable pleasure, though he did not know why. Kuo says these could enter mass production by 2027 but I’ll believe it when I see it.
Possibly not even then.
[John Moltz is a Six Colors contributor. You can find him on Mastodon at Mastodon.social/@moltz and he sells items with references you might get on Cotton Bureau.]



