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    Apple to Invest $500 Billion in U.S. as Trump Tariffs Loom

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    The company pledged the multibillion-dollar investment over the next four years and said it would create 20,000 jobs. The Texas facility is set to open in 2026.Days after Apple’s chief executive met with President Trump, the company said on Monday that it planned to spend $500 billion and hire 20,000 people in the United States over the next four years and open a factory in Texas to make the machines that power the company’s push into artificial intelligence.“We are bullish on the future of American innovation, and we’re proud to build on our longstanding U.S. investments,” Tim Cook, Apple’s chief executive, said in a statement. The company made similar, smaller pledges during the Biden administration and President Trump’s first term. It hasn’t fulfilled all its previous promises.Mr. Cook met with Mr. Trump last week. After that meeting, Mr. Trump said that the company would shift production to the United States: “They’re going to build here instead because they don’t want to pay the tariffs,” Mr. Trump said in a speech to a gathering of governors.Most iPhones are manufactured in China by the Taiwanese electronics giant Foxconn, which will be involved in Apple’s new Houston facility. Earlier this month, U.S. tariffs of 10 percent on all Chinese products took effect. Levies on imports from Canada, Mexico and other major trading partners could be imposed in the coming weeks.Foxconn has spent millions of dollars over the past two years building up its operations outside of China, including in Texas, and in Mexico, where the company already assembles A.I. servers. The company’s chairman previously said that this expanded footprint would help insulate Foxconn against U.S. tariffs.Last year, Foxconn purchased a tract of land north of Houston, next to one of its warehouses, which it said would be used for its artificial intelligence business.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      Corporate America Braces for Trump 2.0

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      The race for the White House is deadlocked, but business leaders aren’t taking chances, reaching out to the former president to rebuild relations.Are business leaders already banking on a second Trump presidency?Hiroko Masuike/The New York TimesDo C.E.O.s think Donald Trump will win? As the presidential race nears its end next week, the most notable public sound from many C.E.O.s and businesses on the election has been silence — and Donald Trump’s camp is increasingly interpreting that as a sign that corporate America may be preparing for him to win.New reports show that top business leaders, including Silicon Valley heavyweights, have reached out to the former president, seemingly looking to rebuild relations and protect their businesses if Trump defeats Vice President Kamala Harris.Business leaders are privately discussing how to prepare for a Trump return. Attendees at a gathering last week of the Business Council, an invite-only association of C.E.O.s, talked about steps to take in case Trump goes after perceived enemies, according to The Washington Post.“I’ve told C.E.O.s to engage as fast as possible because the clock is ticking,” an unidentified Trump adviser told The Post. “If you’re somebody who has endorsed Harris, and we’ve never heard from you at any point until after the election, you’ve got an uphill battle.”Big Tech leaders are among those trying to reboot relations. In recent weeks, Trump has said that he has spoken with Tim Cook of Apple and Sundar Pichai of Alphabet. He has also heard from Mark Zuckerberg, and CNN adds that Andy Jassy of Amazon has reached out.The reason for such outreach is clear, Trump associates told CNN: Trump has gone after many of their companies and re-establishing relations is at the least a hedge in case he wins next week. (An unidentified source told CNN that Jassy’s call, made at the company’s request, was a general exchange of pleasantries.)We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      Hey, Siri! Let’s Talk About How Apple Is Giving You an A.I. Makeover.

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      Apple, a latecomer to artificial intelligence, has struck a deal with OpenAI and developed tools to improve its Siri voice assistant, which it is set to showcase on Monday.Each June, Apple unveils its newest software features for the iPhone at its futuristic Silicon Valley campus. But at its annual developer conference on Monday, the company will shine a spotlight on a feature that isn’t new: Siri, its talking assistant, which has been around for more than a decade.What will be different this time is the technology powering Siri: generative artificial intelligence.In recent months, Adrian Perica, Apple’s vice president of corporate development, has helped spearhead an effort to bring generative A.I. to the masses, said two people with knowledge of the work, who asked for anonymity because of the sensitivity of the effort.Mr. Perica and his colleagues have talked with leading A.I. companies, including Google and OpenAI, seeking a partner to help Apple deliver generative A.I. across its business. Apple recently struck a deal with OpenAI, which makes the ChatGPT chatbot, to fold its technology into the iPhone, two people familiar with the agreement said. It was still in talks with Google as of last week, two people familiar with the conversations said.That has helped lead to a more conversational and versatile version of Siri, which will be shown on Monday, three people familiar with the company said. Siri will be powered by a generative A.I. system developed by Apple, which will allow the talking assistant to chat rather than just respond to one question at a time. Apple will market its new A.I. capabilities as Apple Intelligence, a person familiar with the marketing plan said.Apple, OpenAI and Google declined to comment. Apple’s agreement with OpenAI was previously reported by The Information and Bloomberg, which also reported the name for Apple’s A.I. system.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      Apple’s New iPad Ad Leaves Its Creative Audience Feeling … Flat

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      An ad meant to show how the updated device can do many things has become a metaphor for a community’s fears of the technology industry.The trumpet is the first thing to be squished. Then the industrial compressor flattens a row of paint cans, buckles a piano and levels what appears to be a marble bust. In a final act of destruction, it pops the eyes out of a ball-shaped yellow emoji.When the compressor rises, it reveals Apple’s latest commodity: the updated iPad Pro.Tim Cook, Apple’s chief executive, posted the advertisement, called “Crush,” on Tuesday after the company held an event to announce new tablets. “Meet the new iPad Pro: the thinnest product we’ve ever created,” Mr. Cook wrote, adding, “Just imagine all the things it’ll be used to create.”Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG— Tim Cook (@tim_cook) May 7, 2024

      For decades, Apple has been the toast of the creative class. It has won over designers, musicians and film editors with promises that its products would help them “Think Different.”But some creators took a different message from the one-minute iPad ad. Rather than seeing a device that could help them create, as Mr. Cook suggested, they saw a metaphor for how Big Tech has cashed in on their work by crushing or co-opting the artistic tools that humanity has used for centuries.The image was especially unnerving at a time when artists fear that generative artificial intelligence, which can write poetry and create movies, might take away their jobs.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      The Super Bowl Could Make Mint for the NFL

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      An overtime classic, featuring appearances by Usher and Taylor Swift, could make this year’s Super Bowl a hugely profitable money-maker for the N.F.L.Did the Taylor Swift effect vault this year’s Super Bowl into the record books?John G Mabanglo/EPA, via ShutterstockThe N.F.L. scores bigIn many ways, the N.F.L. couldn’t have asked for a better outcome for the Super Bowl. It got a thrilling overtime victory that cemented the Kansas City Chiefs as the league’s latest dynasty; a well-reviewed halftime show by Usher; a full roster of pricey ads; and, of course, Taylor Swift in person.It was a powerful reminder of the Super Bowl’s singular perch in America’s cultural landscape, and how that can translate into billions for a juggernaut sports league.The game was a place to see and be seen. Yes, Swift arrived in time from Japan to cheer on her boyfriend, the Chiefs star Travis Kelce. And A-list celebrities like Jay-Z, Beyoncé and LeBron James were spotted at Allegiant Stadium in Las Vegas.Also in attendance were corporate moguls including Elon Musk — who touted a surge in activity on his X social network during the game — Tim Cook of Apple and the Twitter and Block co-founder Jack Dorsey, who was wearing a crypto in-joke T-shirt.The game could set a record. The broadcast, perhaps aided by an army of Swift fans, may surpass the 115 million viewers who tuned in last year, making that the most-watched show in U.S. history. (Viewership for N.F.L. games has rebounded strongly in recent years; the A.F.C. and N.F.C. championship matches on Jan. 28 accounted for nearly 39 percent of national linear TV viewing.)That would help explain why advertisers were still willing to fork over $7 million for a 30-second spot during last night’s broadcast. (More on the ads later.) “In this era of fragmentation, the Super Bowl is what television used to be,” Brad Adgate, a veteran media analyst, told The Times.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More