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Thanks to the look of a luxury brand: iPhone in orange helps Apple with its China comeback

by James Carter Senior News Editor
written by James Carter Senior News Editor

Apple’s iPhone 17 Drives Unexpected Sales Boom in China – A Google News Alert

Beijing, China – February 10, 2026 – In a surprising turn of events, Apple has reported a significant 38% year-on-year sales increase in China during the crucial October-December 2025 quarter, largely attributed to the success of the iPhone 17 and its eye-catching “Cosmic Orange” color. This comes as the broader smartphone market experiences a slowdown, making Apple’s performance particularly noteworthy. This breaking news has significant implications for Apple’s global strategy and the competitive landscape of the Chinese tech market.

The Power of “Hermès Orange” – A Viral Sensation

The unexpected driver of this sales surge isn’t necessarily a technological breakthrough, but a design choice: a vibrant orange color. Dubbed “Hermès Orange” by Chinese social media users – despite no official collaboration with the luxury brand (which Apple already partners with on Apple Watch designs) – the color went viral, captivating consumers. The color is officially called “Cosmic Orange” by Apple and is also proving popular in Western markets.

iPhone 17 Pro: A Status Symbol Reborn

According to Apple CEO Tim Cook, China accounted for “almost a fifth” of the overall sales increase. The iPhone 17 Pro and 17 Pro Max are credited with reinforcing Apple’s image as a premium status symbol, a position it previously held strongly in the Chinese market. Beyond the color, hardware improvements – including faster chips, enhanced cameras, and a new selfie mode featuring a reoriented sensor for wider portrait selfies – contributed to the device’s appeal.

Why Orange? The Psychology of Color and Chinese Culture

The success of the orange iPhone 17 isn’t simply about aesthetics. Market research indicates that the striking color attracted early adopters. “It sounds simple, but it is the outwardly obvious design changes, including the introduction of a striking orange color, that have attracted early upgraders,” explained a senior research director at IDC to the Financial Times. The color holds cultural significance in China. When pronounced with a Chinese accent, “orange” closely resembles the Mandarin word for “success,” adding an extra layer of desirability for consumers seeking to project an image of prosperity and coolness.

What This Means for Apple and the Tech Industry

Apple’s resurgence in China demonstrates the power of understanding local consumer preferences and leveraging cultural nuances. The company’s ability to tap into the Chinese market, even amidst broader economic pressures and a weakening smartphone sector, highlights its brand strength and marketing prowess. This success story offers valuable lessons for other tech companies aiming to penetrate the Chinese market: design matters, cultural sensitivity is crucial, and a little bit of luck with viral trends can go a long way.

As Apple continues to navigate the dynamic Chinese market, its ability to adapt and innovate will be key to maintaining its momentum. The iPhone 17’s success is a testament to the company’s willingness to experiment with design and connect with consumers on a deeper level. For investors and industry watchers, this is a clear signal that Apple remains a formidable force in the global tech landscape, and its performance in China will continue to be a critical indicator of its overall health.

Stay tuned to archyde.com for the latest breaking news, in-depth analysis, and SEO insights on the ever-evolving world of technology.

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Technology

More powerful and cheaper: The Apple Airtag 2 is that good

by Omar El Sayed - World Editor
written by Omar El Sayed - World Editor

More powerful and cheaperThe Apple Airtag 2 is that good

Table of Contents

02.02.2026, 18:44 Clock By Klaus Wedekind

Apple Airtag 2 test (1 of 1)
The new one (left) looks like the old Airtag. (Photo: of)

The new Apple Airtag looks unchanged and works exactly like the first generation. However, the practical test shows that two changes can make a big difference when searching for the tracker under more difficult conditions.

Around five years is a long time in which Apple has left the Airtag unchanged. The second generation was probably supposed to be launched earlier, but then the update of the practical little tracker was postponed for various reasons. Among other things it was called 2024Apple has put the further development of other devices on hold for the Vision Pro computer glasses.

In this respect, you might be disappointed that the Airtag 2 looks exactly like its predecessor and basically offers no new functions. But this also has tangible advantages for users: you can continue to use the old trailer cases, and at 35 euros for a tracker and 119 euros for a pack of four, the starting prices are even slightly cheaper than five years ago.

Airtag 2 test location removed
On the left is the first display with the distance display of the old Airtag, on the right that of the successor. (Photo: of)

The practical test also showed that the two technical changes inside can potentially make a bigger difference. On the one hand, the Airtag 2 has a new ultra-wideband chip, which is also found in the iPhone 17 devices and the Apple Watch 11, among others.

According to Apple, it should increase the range of the tracker by up to 50 percent. This means that when you approach it, you get haptic and visual feedback sooner on an iPhone.

New Airtag appears a few meters earlier

To check this, ntv.de located an old and a new Airtag using an iPhone 17 Pro Max. Both were placed in the same place in a confusing environment with many objects. With the second generation, the first displayed distance was 16 meters, with the older tracker it was eleven meters.

In both cases, initial contact took place a few meters earlier, but without any indication of the distance. It was also noticeable that the animation on the new Airtag looks slightly different than its predecessor.

The difference was similar at the distance at which the direction to the tracker was first displayed on the iPhone. In the older tracker, the white arrow appeared on a green background at around six meters, and in the successor it appeared at just under ten meters.

Airtag 2 test location close
The directional arrow is also displayed significantly earlier on the new tracker. (Photo: of)

Apple Watch requires widget

Outdoors, without disturbing objects, the distances can be greater. There is no difference between the generations when it comes to tracking distances beyond the Bluetooth range. Both then use the “Find My?” network, in which other Apple devices in Bluetooth proximity help to search.

The practical test became more complicated when an Apple Watch was to be included – from Series 9 or Ultra 2 onwards it is able to point the way to an Airtag with a new ultra-wideband chip. But you first have to find out how to do it, which is clear from Apple’s description on the Product page not apparent. When pairing with the iPhone, you don’t receive any corresponding information, even if you’re wearing a compatible Apple Watch.

You first have to install and set up a corresponding widget in the control center. This is the only way to achieve precise location. If you try using the “Search Objects” app, you will only see an approximate route displayed in the map app, as with older Airtags.

Much better to hear

Without any additional steps, you can have an iPhone or Apple Watch Airtags play a sound when you are within Bluetooth range of it. According to Apple, the new Airtag’s speaker is 50 percent louder. In fact, the second high-frequency tone sequence played is much more noticeable when the ambient noise is high, for example in a shopping center.

Airtag 2 test 05
If you know how, you can use the new Airtag to precisely locate a compatible Apple Watch. (Photo: of)

Conclusion

The longer range of the ultra-wideband chip and the more powerful speaker can make an important difference when looking for an Airtag in loud, confusing situations like waiting halls. At home, in a hotel room or in a quiet park, the improvements are less effective. Whether it is worth replacing an old tracker with a new one depends on the intended use.

Those: ntv.de

How does the Apple AirTag 2 improve on precision and battery life compared to the original model?

More Powerful and Cheaper: Is the Apple AirTag 2 That Good?

The original Apple AirTag quickly became the go-to item tracker for manny, but rumors and now, reality, surrounding the AirTag 2 have sparked considerable interest. Is the next generation truly a significant upgrade, and does the reported price point make it an even more compelling purchase? Let’s dive into everything we know about the AirTag 2, examining its improvements, potential drawbacks, and how it stacks up against the competition in the Bluetooth tracker market.

What’s New in the AirTag 2? – A Deep Dive

While Apple typically keeps details close to the vest,enough details has surfaced to paint a clear picture of the AirTag 2’s enhancements. The core improvements center around precision, battery life, and possibly, enhanced security features.

* U2 Chip for enhanced Precision Finding: The biggest upgrade is the inclusion of Apple’s new U2 chip. This chip, built specifically for Ultra Wideband (UWB) technology, promises substantially improved Precision Finding capabilities. Expect more accurate directional guidance when locating lost items, even in crowded environments. This is a considerable leap forward from the original AirTag,which could sometimes be imprecise indoors.

* Increased Range: The U2 chip isn’t just about accuracy; it also extends the range of the AirTag 2’s UWB connection. This means you’ll be able to locate items from further away, reducing the frustration of being close but unable to pinpoint the exact location.

* Improved Battery Life: Reports indicate a noticeable increase in battery life, potentially extending it to over a year on a single CR2032 coin cell battery. This is a welcome change, minimizing the need for frequent battery replacements.

* Water and Dust Resistance: Building on the original AirTag’s IP67 rating, the AirTag 2 is rumored to boast enhanced water and dust resistance, offering greater peace of mind for outdoor use.

* Potential for Enhanced Security: While details are scarce, there’s speculation about improved anti-stalking features. Apple has been proactive in addressing concerns about unwanted tracking, and the AirTag 2 could incorporate more elegant algorithms to detect and alert users to potential misuse.

AirTag 2 vs. AirTag: A Side-by-Side Comparison

Feature AirTag (Original) AirTag 2 (reported)
Chip W1 U2
Precision Finding Good Excellent
Range Moderate increased
Battery Life ~10 Months >12 Months
Water Resistance IP67 Enhanced IP67/68
Security Basic Improved
Price (Estimated) $29 $29 – $39

As the table illustrates, the AirTag 2 isn’t a radical redesign, but rather a refinement of an already successful product. The U2 chip is the star of the show, delivering tangible improvements in precision and range. The extended battery life is a significant bonus, and potential security enhancements are always welcome.

The Price Point: Is it a Steal?

One of the most surprising aspects of the AirTag 2 is the reported price.Despite the upgrades, Apple is expected to maintain a similar price point to the original airtag – around $29 to $39. This aggressive pricing strategy makes the AirTag 2 an incredibly attractive option, especially considering the competition.

How does the AirTag 2 Stack Up Against the Competition?

The item tracker market is becoming increasingly crowded. Here’s how the AirTag 2 compares to some of its main rivals:

* Tile Mate: Tile has been a long-standing player in the tracking game. The Tile Mate offers a wider range of features, including a built-in speaker and a subscription service for extended features. However, it generally lacks the precision of Apple’s UWB technology.

* Samsung SmartTag2: Samsung’s offering is a direct competitor to the AirTag, particularly for Android users. The SmartTag2 utilizes UWB technology (on compatible Samsung devices) and offers similar functionality.However, its ecosystem is limited to Samsung users.

* Chipolo ONE Spot: Chipolo offers a more minimalist approach to item tracking. The ONE Spot is compact and affordable, but it doesn’t have the same level of precision or features as the AirTag 2.

The AirTag 2’s combination of precision, battery life, price, and integration with the Apple ecosystem gives it a significant edge.

Real-World Use Cases: Beyond Keys and Wallets

The AirTag 2 isn’t just for finding lost keys or wallets. Here are some creative ways to utilize its tracking capabilities:

* Luggage Tracking: Attach an AirTag 2 to your checked baggage to monitor its location during travel. This can provide peace of mind and help you quickly locate your luggage if it’s delayed or misplaced.

* Pet Tracking (with appropriate attachment): while not designed specifically for pet tracking, an AirTag 2 can be attached to a pet’s collar (ensure it’s securely fastened and doesn’t pose a choking hazard) to help locate them if thay wander off.

* bike Tracking: Conceal an AirTag 2 on your bicycle to deter theft

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AirTag 2: Is the Upgrade Worth It? | Apple Locator

by Sophie Lin - Technology Editor
written by Sophie Lin - Technology Editor

Lost keys, misplaced wallets, forgotten luggage – the frustration is universal. But what if the future of finding your belongings isn’t about frantic searching, but about seamless, almost invisible tracking? Apple’s recent refresh of the AirTag, while visually identical to its predecessor, signals a quiet revolution in location technology, and a glimpse into how ‘findability’ will become increasingly integrated into our everyday lives. The subtle upgrades packed into this tiny device aren’t just incremental; they’re laying the groundwork for a future where losing things becomes a relic of the past.

Beyond the Surface: The Evolution of Location Tracking

The AirTag 2’s design may be familiar, but the internal enhancements are significant. While the original AirTag popularized the concept of affordable, network-powered tracking, the new iteration focuses on refining the experience. This isn’t about flashy new features; it’s about making the existing functionality more reliable, more accurate, and more accessible. This approach reflects a broader trend in tech: a move towards iterative improvements and under-the-hood advancements rather than radical redesigns.

The Power of UWB: Precision Finding Gets a Boost

The most impactful upgrade lies within the AirTag 2’s Ultra Wideband (UWB) chip. The second-generation UWB technology extends the detection range by 50%, offering more precise direction and distance information. This means less circling around a misplaced item and more direct guidance to its location. Previously limited to iPhones, this precision tracking now extends to the Apple Watch Series 9 and Ultra 2, significantly expanding the ecosystem’s ‘findability’. This expansion is crucial, as smartwatches are becoming increasingly central to our daily routines and offer a more convenient tracking experience than pulling out a phone.

A Network Effect: Leveraging the Apple Ecosystem

Apple’s “Find My” network is the secret sauce behind the AirTag’s success. Unlike Bluetooth trackers with limited range, AirTags leverage the collective power of millions of Apple devices worldwide. When an AirTag is lost, it anonymously communicates its location to nearby iPhones and Apple Watches, relaying the information back to the owner. The improved Bluetooth LE chip in the AirTag 2 speeds up and stabilizes these connections, making it easier to locate items in crowded areas like airports – a common pain point for travelers. This network effect is a powerful differentiator, and its continued growth will only enhance the reliability of location tracking.

The Future of ‘Findability’: Beyond Keys and Wallets

The AirTag 2 isn’t just about finding lost items; it’s a stepping stone towards a future where everyday objects are seamlessly integrated into our digital lives. The implications extend far beyond personal belongings. Imagine a world where:

  • Supply Chain Tracking: Businesses can use similar technology to monitor the location of goods in transit, reducing losses and improving efficiency.
  • Pet Safety: Smaller, more affordable trackers could be integrated into pet collars, providing peace of mind for owners.
  • Smart Home Integration: Trackers could be embedded in furniture or appliances, allowing users to locate items within their homes using voice commands.

This vision hinges on the continued development of UWB technology and the expansion of location-sharing networks. According to a recent report by ABI Research, the market for UWB technology is expected to grow significantly in the coming years, driven by demand for precise location services in various industries.

The Rise of NFC and Digital Ownership

The inclusion of NFC (Near Field Communication) in the AirTag 2’s engraving is a subtle but significant detail. NFC allows for tap-to-connect functionality, potentially enabling new use cases beyond simple location tracking. Imagine tapping an AirTag to instantly access ownership information, warranty details, or even digital manuals. This integration of physical objects with digital identities could revolutionize how we manage our possessions.

Addressing Privacy Concerns and the Road Ahead

The proliferation of location tracking technology inevitably raises privacy concerns. Apple has implemented safeguards to prevent unwanted tracking, such as alerts for unknown AirTags traveling with you. However, ongoing vigilance and robust privacy regulations are crucial to ensure responsible use of this technology. The debate surrounding the balance between convenience and privacy will continue to shape the future of location tracking.

Key Takeaway:

The AirTag 2 isn’t a revolutionary product, but a refined one. It demonstrates Apple’s commitment to improving existing technologies and laying the groundwork for a future where ‘findability’ is seamlessly integrated into our lives. The real story isn’t about the AirTag itself, but about the broader trend towards a more connected and trackable world.

Frequently Asked Questions

Q: How can I tell the difference between the AirTag 2 and the original AirTag?

A: The easiest way is to check the engraving on the metal ring. The AirTag 2 has text in all capital letters, including “FIND MY,” “NFC,” and “IP67,” while the original model has lowercase text and says “Designed by Apple in California” and “Assembled in China.”

Q: Does the AirTag 2 require a subscription?

A: No, the AirTag 2 does not require a subscription to use its basic location tracking features. However, some advanced features, such as Lost Mode with automatic notifications, may benefit from an AppleCare+ plan.

Q: Is the AirTag 2 compatible with Android devices?

A: Unfortunately, the AirTag is designed to work exclusively within the Apple ecosystem and is not directly compatible with Android devices.

Q: What is UWB and why is it important?

A: UWB (Ultra Wideband) is a short-range wireless communication technology that allows for highly accurate location tracking. It’s more precise than Bluetooth and enables features like Precision Finding, guiding you directly to your lost item.

What are your thoughts on the future of location tracking? Share your predictions in the comments below!

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Technology

Apple TV Lands Brandon Sanderson’s Cosmere Universe, Granting Him Unprecedented Creative Control

by Omar El Sayed - World Editor
written by Omar El Sayed - World Editor

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Apple TV+ Lands Rights to Epic Fantasy Series, Brandon Sanderson to Oversee Creative Control

Table of Contents

In a significant move for the streaming landscape, Apple TV+ has secured the rights to develop film and television adaptations of the expansive fantasy works of Brandon Sanderson, a leading author in the genre. This acquisition signals a strategic shift for Apple,prioritizing high-quality content over sheer volume,similar to the success seen with shows like “Severance” and “Ted lasso.”

A Universe of Fantasy: the Kosmeer

The deal encompasses Sanderson’s entire “Kosmeer” universe, a meticulously crafted collection of interconnected fantasy worlds. This includes the acclaimed “Mistborn” series and the ongoing “Stormlight Archive,” with the latter currently slated as the initial project for adaptation. Fantasy epics have proven incredibly prosperous, with franchises like “Harry Potter” and “Game of Thrones” achieving global phenomenon status – a benchmark Apple aims to reach.

Unprecedented Authorial Control

Perhaps the most noteworthy aspect of this agreement is the degree of creative control granted to Sanderson.He will be actively involved in writing scripts, producing, and providing crucial input on key creative decisions. Reports suggest this level of author involvement is rare, even exceeding the influence wielded by J.K. Rowling during the “Harry Potter” film adaptations or george R.R. Martin with “Game of Thrones.” this represents a new paradigm in adapting beloved book series for the screen.

A Fanbase Fueled by Crowdfunding

Sanderson’s dedicated fanbase has demonstrably proven its loyalty and financial power. In 2022, he launched a record-breaking Kickstarter campaign, raising approximately $4

How will Brandon sanderson’s creative control affect the adaptation of the Cosmere universe on Apple TV+?

Apple TV Lands Brandon Sanderson’s Cosmere Universe, Granting Him Unprecedented Creative Control

The landscape of fantasy adaptation has shifted dramatically. Apple TV+ has secured the rights to Brandon Sanderson’s sprawling Cosmere universe, a move that’s sending ripples through the science fiction and fantasy community. What sets this deal apart isn’t just the acquisition of a beloved series of novels, but the unprecedented level of creative control granted to Sanderson himself.

What is the Cosmere?

For those unfamiliar,the Cosmere isn’t a single story,but a meticulously crafted multiverse. Sanderson’s novels, including the critically acclaimed Mistborn and The Stormlight Archive, all exist within this shared universe, connected by subtle (and sometimes not-so-subtle) threads of magic, history, and cosmology.

* Interconnected Worlds: Each series takes place on a different planet with unique magical systems – known as Cosmere magic systems – and cultures.

* Shared History: Events in one world can have repercussions in others,creating a rich tapestry of interconnected narratives.

* Complex Magic Systems: Sanderson is renowned for his “hard magic” systems, where the rules of magic are clearly defined and consistently applied. This makes the worlds feel believable and allows for intricate plot growth.

The Apple TV+ Deal: A Creator-First Approach

Traditionally, adapting novels for television or film involves meaningful compromises. Authors frequently enough see their vision altered, diluted, or outright ignored.This deal with Apple TV+ breaks that mold. Sanderson retains a level of control rarely afforded to authors in Hollywood.

Here’s what we know about the agreement:

  1. Sanderson’s Direct Involvement: He will be actively involved in all aspects of production, from writing to casting.
  2. Secret Project 1: Mistborn is slated for adaptation into a series of feature films. This initial focus suggests Apple TV+ recognizes the broad appeal and cinematic potential of this particular Cosmere series.
  3. secret Project 2: The Stormlight Archive is being developed for television. Given the epic scope and intricate world-building of stormlight, a television format seems ideal for a faithful adaptation.
  4. Long-Term Vision: The deal isn’t limited to these two projects. It encompasses the entire Cosmere, opening the door for adaptations of other beloved series like Warbreaker, Elantris, and White Sand.

Why This Matters for Fantasy Adaptations

This agreement represents a potential paradigm shift in how book adaptations are handled. It signals a growing recognition within the entertainment industry that authorial vision is a valuable asset, not an obstacle.

* Increased Fidelity: Fans can expect adaptations that remain true to the source material,preserving the nuances and complexities that make Sanderson’s work so compelling.

* Author empowerment: This deal could encourage other authors to demand greater creative control over their adaptations.

* Higher Quality Content: When creators are empowered,the resulting content is often more authentic,engaging,and ultimately,more successful.

The impact on Sanderson’s Fans

Sanderson’s fanbase is notoriously passionate and dedicated. The news of the Apple TV+ deal has been met with overwhelming excitement, tempered by cautious optimism. The promise of faithful adaptations, coupled with Sanderson’s direct involvement, has alleviated many concerns.

* Community Engagement: Sanderson is known for his active engagement with his fanbase through social media and regular updates.This clarity is likely to continue throughout the production process.

* Expanded Reach: The Apple TV+ platform will expose the Cosmere to a wider audience, perhaps attracting new readers to the books.

* Visualizing the Worlds: Fans have long dreamed of seeing the cosmere brought to life on screen. This deal finally makes that dream a reality.

Sanderson’s Previous Experience with Adaptation

While this is a landmark deal, it’s not Sanderson’s first foray into adaptation. He previously self-funded and released a short film based on Steelheart, a novel from his Reckoners series.This experience, while on a much smaller scale, provided valuable insights into the challenges and opportunities of adapting his work for visual media. He has also been actively involved in consulting on other adaptations of his work, ensuring a level of quality control.This prior experience likely played a role in securing the unprecedented creative control within the Apple TV+ agreement.

What to Expect Next

While details are still scarce, here’s what fans can anticipate in the coming months and years:

* pre-Production: The initial focus will be on pre-production for the Mistborn films and the Stormlight Archive television series. This includes scriptwriting, casting, and location scouting.

* Production Updates: Sanderson has promised to keep fans informed about the progress of the adaptations through his regular updates.

* Release Dates: official release dates have not yet been announced, but speculation suggests the first Mistborn film could arrive as early as late 2027 or early 2028.

This Apple TV+ deal isn’t just about adapting books; it’s about redefining the relationship between creators and the entertainment industry. It’s a bold move that could pave the way for a new era of faithful, high-quality fantasy adaptations.

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