Power On
Also: Apple’s back-to-school deal.
Bloomberg
by Mark Gurman

Hey everyone, it’s Mark. A new software design style will be at the center of Apple’s Worldwide Developers Conference — and set the stage for an upcoming iPhone overhaul. Also: The company picks the date for its annual back-to-school deal and prepares to expand iPhone carrier promotions in its retail stores. 

Last week in Power On: Apple’s developer event will show that it’s still far from being an AI leader.

Required reading: my preview of everything to expect from Apple’s Worldwide Developers Conference on Monday. 

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The Starters

The iPhone X, which was introduced in 2017. Photographer: David Paul Morris/Bloomberg

When Apple Inc. launched the original iPhone nearly two decades ago, the concept behind the software interface was fairly straightforward: mimicking the real world. 

That design ethos, known as skeuomorphism, meant the Notes app looked like an old school yellow notepad and the Maps software resembled the paper versions you may have kept in your car before GPS devices. Over time, Apple took this idea further. It made its Game Center app look like a blackjack table, complete with green felt, and its Podcasts interface was a tape recorder from the 1960s...

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