Technology News
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Apple to pour $500M into US rare earth supply for iPhones
As I’ve noted before, it will take the better part of a decade for Apple or anyone else to manufacture smartphones in mass market quantities in the US. Getting there requires huge investments to solve big problems, including training, manufacturing, component sourcing, and raw materials supply.
And now, Apple is about to invest $500 million in the last of those, working with the only US rare earth supplier, MP Materials. The decision includes plans to purchase US-made rare earth magnets from the company in what is being billed as a win for the Trump Administration. Apple and MP Materials will build a new recycling facility in which to extract materials from used electronics, along with another factory to make components for Apple devices.
Unlocking the component supply chain
It’s a big deal because right now China produces around 60% of the globe’s rare earths and processes around 90% of that material. The investment puts at least some of that capacity in US hands, even though a recent deal with China saw the trade in those critical materials between the two nations resume. (The materials are available elsewhere, but they are so rare they are paid for in human misery.)
There’s a lot that matters in the news. First, the reality is that rare earths are essential to manufacture most modern electronic devices, from iPhones to satellites, cars to stealth bombers. Secondly, America’s reliance on external suppliers for these substances is a strategic problem that puts the brakes on any hope of bringing electronics manufacturing back to the US. A recent US Department of Defense decision to invest $400 million in MP Materials has contributed to interest across US rare earth stocks as investors sense opportunity.
“MP Materials is America’s only fully integrated rare earth producer with capabilities spanning the entire supply chain, from mining and processing to advanced metallization and magnet manufacturing,” the company’s website explains. “We extract and refine materials from one of the world’s richest rare earth deposits in California and manufacture the world’s strongest and most efficient permanent magnets.”
The complexity management business
Apple has been in the current US government’s cross hairs in recent weeks, under pressure to build up manufacturing of Apple products in the US. Apple has, no doubt, argued that it has taken steps to reduce reliance on China and invested billions in making products in India and elsewhere. Still, the company has been slammed for not doing enough, even though moving manufacturing is not simple and requires extensive investments in everything from skills development to infrastructure enhancement, not to mention the logistics of component supply.
Apple must hope that by committing half a billion dollars to a US rare earth supplier it will be seen as showing a willingness to invest in the country on a journey toward future expansion of US manufacturing. I see it as most likely that any Apple products made in the US will either be very high-end advanced technologies, or lower-end products that require less skill to manufacture — the US just doesn’t have enough trained staff.
Jaw-jaw beats war-war
Apple CEO Tim Cook’s determination to continue to negotiate with people even where he doesn’t agree with them may be paying off, at least a little. Commenting on the arrangement a White House official told Fox News, “Apple deserves a lot of credit for stepping up.”
While it remains open to question whether the government sees the full significance of this step, it is significant all the same. The principle in play is that if Apple can source raw materials in the US, it is one giant step closer to being able to manufacture some of the more advanced components it uses in its devices. While the practicalities of production and supply mean many of the rest of these components will continue to come from elsewhere, the opportunity to move toward final assembly in the US grows a little each time Apple manages to source components in the US.
Nothing will – or can – happen overnight. But it is certainly not at all true that Cook’s complex approach to working with sometimes opposing intergovernmental demands has failed – because while there’s no doubt its complicated, he continues to find incremental positives within an incredibly complex politico-business environment.
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OpenAI goes for Microsoft’s jugular — its Office productivity suite
The relationship between Microsoft and OpenAI, once the biggest bromance in the tech industry, has deteriorated so badly that the companies are now mulling taking “nuclear options” against one another — actions that could seriously damage both companies.
At issue is how much Microsoft’s $13 billion investment in OpenAI will be worth if OpenAI goes public, as it plans to do. The companies are locked in an increasingly bitter battle over how Microsoft’s investment should be valued.
OpenAI has already hinted at moves that could get the US government to prosecute Microsoft for AI-related antitrust violations, which could force the company to spin off its AI products. Microsoft, in turn, might shut off negotiations with OpenAI, putting any IPO — and the company’s future — at risk.
Now OpenAI is going straight for Microsoft’s jugular: It’s considering launching a productivity suite with generative AI (genAI) tools built in, a direct attack on Microsoft’s multibillion dollar Microsoft 365 office suite business.
OpenAI’s plans for a productivity suite remain hush-hush, but some details have leaked. Here’s what we know now, and what the consequences of launching one might be.
What might OpenAI’s productivity suite include?
The little reporting done about OpenAI’s suite says it will focus on collaborative document editing, include automated meeting transcriptions, have team chat capabilities, and be tightly integrated with ChatGPT.
Beyond that, little is known. Will it have a full suite of applications, including a word processor, spreadsheet, presentation software, and email? Will there be more than that, along the lines of Microsoft’s Clipchamp for video creation, or Project for project management? What collaboration capabilities would it have? And how would it all linked to genAI?
Most important of all: What in the suite would make enterprises abandon Microsoft 365 or Google Workspace for OpenAI’s offering? So far, mum’s the word.
At first glance, it seems as if there’s little room in the market for a third enterprise-focused office productivity suite. Google and Microsoft take very different approaches to their suites, which leaves OpenAI with very little to offer that either of them doesn’t have already.
Microsoft takes a maximalist, everything-plus-the-kitchen-sink approach with Microsoft 365. Each app is stacked with so many features, there’s very little they can’t do. When was the last time you needed to print envelopes or do mail merges? Probably never. But they’re available in Word if you want them. The same holds true for all the other apps in the suite.
Google has taken a different approach. Workplace isn’t nearly as feature-rich as Microsoft 365, but Google’s collaborative tools are much better than Microsoft’s.
With such a clear differentiation, it’s relatively easy for enterprises to decide which suite they prefer: Microsoft 365 for a full feature set, Google Workspace for collaboration.
That seems to leave no room for an OpenAI’s productivity suite. It’s unlikely to improve so much on Google’s traditional collaboration tools or Microsoft’s feature set that it can gain a foothold. Trying to split the difference between the suites and offer a wishy-washy application somewhere between the two won’t help at all.
So, it’s likely OpenAI’s suite will play to its strengths and offer genAI-centric collaboration for creating, editing, and finalizing documents, possibly turning the way people create documents on its head. Rather than have a single author write a document, then send links to others so they can collaborate on editing it, OpenAI’s suite might well use collaborative AI from the get-go, allowing people to use AI prompts together to create documents from scratch. They would also collaboratively edit it using AI. It could also use genAI-guided brainstorming and even genAI graphic-creation tools as well.
This way, the suite won’t need to replicate Microsoft 365’s bells and whistles or take a back seat to Google Workplace for collaboration. It could be pitched as the future of the genAI-driven workplace.
Follow the money
Just as no one knows the exact feature set of the suite, no one knows how much OpenAI might charge for it if it’s launched. Pricing is one area where Microsoft is extremely vulnerable. Enterprise versions of Microsoft 365 cost anywhere from $7.75 per user per month to $35.75 per user per month, depending on the feature set. Adding Microsoft 365 Copilot costs $30 more per user per month, tripling the cost of Microsoft 365 with AI for some companies — and doubling the price or more for most others. Given that many enterprises have thousands or tens of thousands of Microsoft 365 users, that’s a tremendous price increase.
Beyond pricing, it’s not clear that workers in enterprises are particularly taken with Copilot’s capabilities. Bloomberg reports that ChatGPT is far more popular with enterprise workers than Copilot, and that companies that have bought Microsoft 365 Copilot are having serious problems convincing their employees to switch from ChatGPT to Copilot.
That doesn’t mean, of course, that companies will be willing to abandon Microsoft 365 for a new OpenAI productivity suite. But it does offer OpenAI at least an opening. And if it lowballs the price of its productivity suite at $10 or $15 a month per user, that would be a big incentive for enterprises to at least test it out, given that many have to pay more than $65 per month per employee for Microsoft’s office suite with AI included.
The upshot
We don’t know much yet about the OpenAI productivity suite, or even if the company is serious about launching it. It could be that the company is only using the threat of selling it as a bargaining chip in its negotiations with Microsoft.
Either way, though, Microsoft should be worried about OpenAI’s suite. If Microsoft wants its AI investment to pay off, it’s going to have to get serious about improving Microsoft 365 Copilot to fight off the potential challenge from OpenAI.
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Windows 11: A guide to the updates
A Windows launch isn’t the end a process — it’s really just the beginning. Microsoft continually works on improving Windows 11 by fixing bugs, releasing security patches, and occasionally adding new features.
In this story we summarize what you need to know about each update released to the public for the most recent version of Windows 11 — currently version 24H2. For each build, we’ve included the date of its release and a link to Microsoft’s announcement about it. The most recent updates appear first.
The easiest way to install updates is via Windows Update. Not sure how? See “How to handle Windows 10 and 11 updates” for full instructions. Note that Windows 11 version 24H2 is being released as a phased rollout and may not be available to you in Windows Update yet.
If you’re still using Windows 10, see “Windows 10: A guide to the updates.” And if you’re looking for information about Insider Program previews for upcoming feature releases of Windows 11, see “Windows 11 Insider Previews: What’s in the latest build?”
Updates for Windows 11 24H2
KB5064489 (OS Build 26100.4656) Out-of-band
Release date: July 13, 2025
This update fixes a bug that prevented some virtual machines (VMs) from starting when Virtualization-Based Security (VBS) was enabled. It affected VMs using version 8.0 (a non-default version) where VBS was offered by the host. In Azure, this applies to standard (non–Trusted Launch) General Enterprise (GE) VMs running on older VM SKUs. The problem was caused by a secure kernel initialization issue.
(Get more info about KB5064489 Out-of-band.)
KB5062553 (OS Build 26100.4652)
Release date: July 8, 2025
The build fixes several bugs, including one in which notification sounds didn’t play. Affected sounds included those for on-screen alerts, volume adjustments, and sign-in. It also has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and July 2025 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5062553.)
KB5060829 (OS Build 26100.4484) Preview
Release date: June 26, 2025
A wide variety of new features are being gradually rolled out in this build, including a new Settings home page that includes enterprise-specific device info cards for commercial customers on PCs managed by an IT administrator. The taskbar also now resizes icons to fit more apps when space runs low.
Users in the European Economic Area will see several small changes related to default browsers, such as mapping additional file and link types to the default browser and pinning it to the taskbar and Start menu.
A variety of bugs have also been fixed, including one that prevented the automatic renewal of expiring certificates in Windows Hello for Business.
There is one known issue in this build, in which blurry or unclear CJK (Chinese, Japanese, Korean) text appears when displayed at 96 DPI (100% scaling) in Chromium-based browsers such as Microsoft Edge and Google Chrome.
(Get more info about KB5060829 Preview.)
KB5063060 (OS Build 26100.4351) Out-of-band
Release date: June 11, 2025
This out-of-band update replaces the KB5060842 Patch Tuesday release, fixing a bug in which Windows sometimes restarted unexpectedly when users opened games that use the Easy Anti-Cheat service. Easy Anti-Cheat automatically installs with certain games to enhance security and prevent cheating in multiplayer online PC games.
Note: In this build there are reports of blurry or unclear CJK (Chinese, Japanese, Korean) text when displayed at 96 DPI (100% scaling) in Chromium-based browsers such as Microsoft Edge and Google Chrome. The issue is due to limited pixel density at 96 DPI, which can reduce the clarity and alignment of CJK characters. Increasing the display scaling improves clarity by enhancing text rendering.
(Get more info about KB5063060 Out-of-band.)
KB5060842 (OS Build 26100.4349)
Release date: June 10, 2025
After installing this update, Windows will retain system restore points for 60 days only. Restore points older than 60 days are not available. This 60-day limit will also apply to future versions of Windows 11, version 24H2.
The build fixes a bug that prevented users from signing in with self-signed certificates when using Windows Hello for Business with the Key Trust model. It also has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and June 2025 Security Updates.
Note: In this build there are reports of blurry or unclear CJK (Chinese, Japanese, Korean) text when displayed at 96 DPI (100% scaling) in Chromium-based browsers such as Microsoft Edge and Google Chrome. The issue is due to limited pixel density at 96 DPI, which can reduce the clarity and alignment of CJK characters. Increasing the display scaling improves clarity by enhancing text rendering.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5060842.)
KB5058499 (OS Build 26100.4202) Preview
Release date: May 27, 2025
A wide variety of new features are being gradually rolled out in this build, including one in which Click to Do gets the new Ask Copilot action. When you highlight text or an image, Click to Do offers the Ask Copilot option. Selecting it opens Microsoft Copilot with your content in the prompt box. You can send the selected text or image directly to the Copilot app to complete your prompt.
A variety of bugs have also been fixed, including one in which devices with BitLocker on removable drives could encounter a blue screen error after resuming from sleep or hybrid-booting.
(Get more info about KB5058499 Preview.)
KB5061977 (OS Build 26100.4066)
Release date: May 27, 2025
This out-of-band update fixes a bug in the direct send path for a guest physical address (GPA). This issue caused confidential virtual machines running on Hyper-V with Windows Server 2022 to intermittently stop responding or restart unexpectedly. As a result, service availability was affected, and manual intervention was required. This problem primarily impacted Azure confidential VMs.
(Get more info about KB5061977.)
KB5058411 (OS Build 26100.4061)
Release date: May 13, 2025
This update fixes two bugs, one in which your microphone might have muted unexpectedly, and the other in which the eye controller app didn’t launch. It also has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and May 2025 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5058411.)
KB5055627 (OS Build 26100.3915) Preview
Release date: April 25, 2025
This build gradually rolls out several new features for Copilot+ PCs, including a preview of Windows Recall. When you opt in, Recall takes snapshots of your activity so you can quickly find and go back to what you have seen before on your PC. With it, you can use a timeline to find the content you remember seeing.
Copilot+ PCs also get a new natural-language Windows search in which you can search for anything on your PC without having to remember specific file names, exact words in file content, or settings names. Just describe what you’re looking for. On Copilot+ PCs, you can also more easily find photos stored and saved in the cloud by typing your own words (like “summer picnics”) in the search box at the upper-right corner of File Explorer.
All PCs get a number of new features, including speech recap, in which you can keep track of what Narrator has spoken and access it for quick reference. With speech recap, you can quickly access spoken content, follow along with live transcription, and copy what Narrator last said using keyboard shortcuts.
A variety of bugs are being fixed, including one in which some devices experienced intermittent internet connections when resuming from sleep mode. Several AI components have also been updated.
There are two known issues in this build, including one in which players on Arm devices are unable to download and play Roblox from the Microsoft Store on Windows.
(Get more info about KB5055627 Preview.)
KB5055523 (OS Build 26100.3775)
Release date: April 8, 2025
This update includes a wide variety of security updates. For details, see Microsoft’s Security Update Guide and April 2025 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
There are two known issues in this build, including one in which players on Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
(Get more info about KB5055523.)
KB5053656 (OS Build 26100.3624) Preview
Release date: March 27, 2025
This build gradually rolls out several new features for Snapdragon-powered Copilot+ PCs, including one in which you can search for anything on your PC without having to remember specific file names, exact words in file content, or settings names. Just describe what you’re looking for.
On Copilot+ PCs you can also more easily find photos stored and saved in the cloud by typing your own words (like “summer picnics”) in the search box at the upper-right corner of File Explorer. In addition to photos stored locally on your Copilot+ PC, photos from the cloud will now show up in the search results together.
Snapdragon-powered Copilot+ PCs also will allow you to use natural-language processing in voice access, by using your own words rather than using rigid, predefined commands.
In addition, the build includes a variety of bugs being immediately fixed, including one in which some third-party apps rendered the graphics settings page unresponsive.
There are two known issues in this build, including one in which players on Arm devices are unable to download and play Roblox from the Microsoft Store on Windows.
(Get more info about KB5053656 Preview.)
KB5053598 (OS Build 26100.3476)
Release date: March 11, 2025
This update has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and March 2025 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
There are two known issues in this build, including one in which players on Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
(Get more info about KB5053598.)
KB5052093 (OS Build 26100.3323) Preview
Release date: February 25, 2025
In this build, a variety of new features are being rolled out gradually, including one that lets you snooze or turn off the “Start backup” reminder in the File Explorer address bar. This only applies if you are not already backing up your files and folder. To view this new option, right-click Start backup.
A number of bug fixes are being rolled out gradually, including one for a bug in which the address bar overlapped files in File Explorer when you used the F11 full-screen mode. A variety of bug fixes take immediate effect, including for a bug in which there were display rendering issues when you tried to connect to certain PCs.
There are two known issues in this build, including one in which Arm devices are unable to download and play Roblox via the Microsoft Store on Windows. In addition, devices that have certain Citrix components installed might be unable to complete installation of the January 2025 Windows security update. This issue was observed on devices with Citrix Session Recording Agent (SRA) version 2411.
(Get more info about KB5052093 Preview.)
KB5051987 (OS Build 26100.3194)
Release date: February 11, 2025
This update has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and February 2025 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
There are three known issues in this build, including one in which players on Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
(Get more info about KB5051987.)
KB5050094 (OS Build 26100.3037) Preview
Release date: January 28, 2025
In this build, a variety of new features are being rolled out gradually, including one in which an icon will appear in the system tray when you use an app that supports Windows Studio Effects. This only occurs on a device that has a neural processing unit (NPU). Select the icon to open the Studio Effects page in Quick Settings. To view the app that is using the camera, hover over the icon for a tooltip.
A number of bug fixes are being rolled out gradually, including one for a bug in which a search would sometimes repeat when you didn’t want it to. Other bug fixes are immediately available, including one in which the display of some games appears oversaturated when you use Auto HDR.
There are three known issues in this build, including one in which Arm devices are unable to download and play Roblox via the Microsoft Store on Windows. In addition, following the installation of the October 2024 security update, some customers report that the OpenSSH (Open Secure Shell) service fails to start, preventing SSH connections. And devices that have certain Citrix components installed might be unable to complete installation of the January 2025 Windows security update
(Get more info about KB5050094 Preview.)
KB5050009 (OS Build 26100.2894)
Release date: January 14, 2025
This update has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and January 2025 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
There are three known issues in this build, including one in which players on Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
(Get more info about KB5050009.)
KB5048667 (OS Build 26100.2605)
Release date: December 10, 2024
This update has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and December 2024 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
There is one known issue in this build, in which players on Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
(Get more info about KB5048667.)
KB5046740 (OS Build 26100.2454) Preview
Release date: November 21, 2024
This build adds a number of interface features are being rolled out gradually. The system tray shows a shortened date and time, and there’s a new section for touchscreen edge gestures in Settings. When you right-click an app on the Start menu, a jump list will appear (if the app has a jump list). And if you hold Ctrl + Shift down when you click a jump list item, you open the item as an admin.
A variety of bugs have been fixed in this build, including one in which the users page might have caused Task Manager to stop responding when you use the keyboard.
There is one known issue in this build, in which Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
(Get more info about KB5046740 Preview.)
KB5046617 (OS Build 26100.2314)
Release date: November 12, 2024
This update has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and November 2024 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5046617.)
KB5044384 (OS Build 26100.2161) Preview
Release date: October 24, 2024
In this build, you can now configure the Copilot key on the keyboard. On new devices, the key opens the Copilot app. If you sign in to your account using a Microsoft Entra ID, the key opens the M365 app. You can make the key open a different app or open Search. To do this, go to Settings > Personalization > Text input.
In addition, a variety of features are being rolled out gradually, including one in which you can stop the suggestions to turn off notifications from certain apps. Select the ellipsis (…) in the notification and turn it off. You can also go to Settings > System > Notifications and turn it off from there.
A variety of bugs have also been fixed, including one in which you were unable to view some parts of the UI when you run certain apps.
There is one known issue in this build, in which Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
(Get more info about KB5044384 Preview.)
Windows 11 24H2 KB5044284 (OS Build 26100.2033)
Release date: October 8, 2024
This update has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and October 2024 Security Updates.
This build also fixes one bug in which the Remote Desktop Gateway Service stopped responding when a service used remote procedure calls (RPC) over HTTP.
There is one known issue in this build, in which Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5044284.)
Windows 11, version 24H2
Release date: October 1, 2024
The Windows 11 24H2 update (also called Windows 11 2024 Update) is now being gradually rolled out. It may take some months before it reaches everyone, so you may not have it yet. As with previous annual Windows updates, it’s not a major upgrade, but does include a variety of minor new features.
Following are the highlights for end users:
- File Explorer gets several new features, including support for TAR and 7z compression and the ability to add metadata to PNG files, so you can add information to your images.
- New privacy settings for Wi-Fi networks give more control over which applications can access the list of nearby Wi-Fi networks. Limiting the applications that can access that list can make it more difficult for others to pinpoint your location.
- You can now join Wi-Fi networks by scanning QR codes, and create a QR code to allow others to share your mobile hotspot with others.
- A new Energy Saver mode reduces electric consumption on desktop PCs as well as laptops, helping you reduce your carbon footprint and improving laptop battery life. It reduces energy consumption from background tasks as well as those running in the foreground.
- Copilot now runs as a separate app, and is movable and resizable like any other app, rather than running in a sidebar panel.
- Copilot+ PCs get several new features, including Cocreator in Paint, which uses AI to generate images; enhancing video calls with AI-powered noise cancellation and improved lighting; and what Microsoft calls Auto Super Resolution, which gives games higher resolution and offers smoother gameplay.
For IT admins, highlights include:
- Policy improvements and automatic account management for Windows Local Administrator Password Solution (LAPS)
- Personal Data Encryption (PDE) for users’ Documents, Desktop, and Pictures folders
- App Control for Business
- Windows protected print mode
- Local Security Authority (LSA) protection
- Support for Wi-Fi 7
- SHA-3 support
See this blog post from Microsoft’s Harjit Dhaliwal for more information.
Prerelease updates for Windows 11 24H2
KB5043178 (OS Build 26100.1882) Preview
Release date: September 30, 2024
This build for Windows 11 24H2 offers a variety of new features, some of which will show up immediately and some of which are being rolled out gradually. Among the features that will roll out gradually is a new energy recommendation to turn off high dynamic range (HDR). This helps to conserve energy on devices that have HDR displays. Go to Settings > Power & battery > Energy recommendations.
Among the features available immediately is one that lets you manage your Copilot Pro subscription in Settings. Sign in to your Microsoft account and go to Settings > Accounts.
Several bugs have been fixed, including one in which Task Manager stopped responding when you switched from a high-contrast theme to a normal theme.
There is one known issue in this build, in which Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
(Get more info about KB5043178 Preview.)
KB5043080 (OS Build 26100.1742)
Release date: September 10, 2024
This update has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and September 2024 Security Updates.
There is one known issue in this build, in which Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5043080.)
KB5041865 (OS Build 26100.1591) Preview
Release date: August 27, 2024
This build for Windows 11 24H2 offers a variety of new features that are being rolled out gradually, including one in which you can share content to your Android device from the Windows Share window.
Several bugs have been fixed, including one in which a deadlock occurred in the domain controller when it started up in the DNS client.
There is one known issue in this build, in which Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
(Get more info about KB5041865 Preview.)
KB5041571 (OS Build 26100.1457)
Release date: August 13, 2024
This update has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and August 2024 Security Updates. It also fixes several bugs, including one in which the “Use my Windows user account” checkbox was not available on the lock screen to connect to Wi-Fi.
There is one known issue in this build, in which Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5041571.)
KB5040529 (OS Build 26100.1301) Preview
Release date: July 30, 2024
This build for Windows 11 24H2 offers a variety of new features that are being rolled out gradually, including the new account manager being on the Start menu. When you use a Microsoft account to sign in to Windows, you will get a glance at your account benefits. This feature also makes it easy to manage your account settings.
One feature is being rolled out immediately, in which Widgets icons on the taskbar are no longer pixelated or fuzzy. You also get a larger set of animated icons.
Several bugs have been fixed, including one in which devices that use certain WLAN cards stopped responding.
There is one known issue in this build, in which Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
(Get more info about KB5040529 Preview.)
KB5040435 (OS Build 26100.1150)
Release date: July 9, 2024
This update has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and July 2024 Security Updates. It also This update adds PCR 4 to PCR 7 and 11 for the default Secure Boot validation profile.
There is one known issue in this build, in which Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5040435.)
KB50439304 (OS Build 26100.1000) Preview
Release date: June 28, 2024
This build fixes a variety of bugs, including one in which Windows Defender Application Control (WDAC) failed to verify the policies of some apps.
There is one known issue in this build, in which Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
(Get more info about KB5041865 Preview.)
KB5039239 (OS Build 26100.863)
Release date: June 15, 2024
This build pins Copilot to the taskbar and makes it behave like a traditional app that can be resized and moved. The build also fixes several bugs, including one in which the volume of Bluetooth devices were automatically set to maximum when you connected to them.
There is one known issue in this build, in which Arm devices are unable to download and play Roblox via the Microsoft Store on Windows.
(Get more info about KB5039239.)
Updates to Windows 11 version 23H2
KB5043145 (OS Builds 22621.4249 and 22631.4249) Preview
Release date: September 24, 2024
This build, for both Windows 11 22H2 and 23H2, offers a variety of new features and bug fixes, some of which will show up immediately, and some of which are being rolled out gradually. Among the features that will roll out gradually is the ability to share local files directly from the search results that appear in the Search box on the taskbar. Among the bug fixes that roll out immediately are one that addresses an issue in which Task Manager stopped responding when you switched from a high contrast theme to a normal theme.
(Get more info about KB5043145 Preview.)
KB5043076 (OS Builds 22621.4169 and 22631.4169)
Release date: September 10, 2024
This update has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and September 2024 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
There is one known issue in this build, in which you might face issues with booting Linux if you have enabled the dual-boot setup for Windows and Linux in your device. Your device might fail to boot Linux and show the error message “Verifying shim SBAT data failed: Security Policy Violation. Something has gone seriously wrong: SBAT self-check failed: Security Policy Violation.”
(Get more info about KB5043076.)
KB5041587 (OS Builds 22621.4112 and 22631.4112) Preview
Release date: August 27, 2024
This build, for both Windows 11 22H2 and 23H2, includes the ability to share content to your Android device from the Windows Share window. To do it, must pair your Android device to your Windows PC and use the Link to Windows app on your Android device and Phone Link on your PC.
In Voice Access, you can also now dictate the characters that you spell at a faster speed, and you have more editing options for the commands that select, delete, and move within text. The build also fixes several bugs, including one in which when you pressed Ctrl + F, sometimes the search did not start.
The new features and bug fixes will roll out to users gradually.
(Get more info about KB5041587 Preview.)
KB5041585 (OS Builds 22621.4037 and 22631.4037)
Release date: August 13, 2024
This update has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and August 2024 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5041585.)
KB5040527 (OS Builds 22621.3958 and 22631.3958) Preview
Release date: July 25, 2024
This build, for both Windows 11 22H2 and 23H2, offers a variety of new features and bug fixes, some of which will show up immediately and some of which are being rolled out gradually. Among the features that will roll out gradually is pinning apps to the taskbar by dragging them from the Pinned section of the Start menu, and right-clicking a tab in File Explorer to duplicate it. Among the bug fixes that will roll out gradually is a memory leak that occurred when you interacted with archive folders.
Among the bugs fixed immediately is one in which in Group Policy Preferences you could not choose a group from the target domain for ILT or choose an account from Local Users and Groups.
(Get more info about KB5040527 Preview.)
KB5040442 (OS Builds 22621.3880 and 22631.3880)
Release date: July 9, 2024
This update has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and July 2024 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
There is one known issue in this update, in which enterprise users may face issues while upgrading from Windows Pro to a valid Windows Enterprise subscription. OS upgrade operations may fail, and this might be shown in the LicenseAcquisition scheduled task in Task Scheduler > Task Scheduler Library > Microsoft > Windows > Subscription as ‘Access denied error (error code 0x80070005)’ under ‘Last Run Result.’
(Get more info about KB5040442.)
KB5039302 (OS Builds 22621.3810 and 22631.3810) Preview
Release date: June 25, 2024
This build, for both Windows 11 22H2 and 23H2, offers a variety of new features and bug fixes, some of which will show up immediately and some of which are being rolled out gradually. Among the bug fixes that will show up immediately is one that addresses an issue in which ejecting USB devices using the Safely Remove Hardware option failed when Task Manager was open.
Among the features that will roll out gradually is a new account manager on the Start menu that makes it easier to manage your account settings and lets you see your account benefits. Also being rolled out gradually is support for Emoji 15.1.
(Get more info about KB5039302 Preview.)
KB5039212 (OS Builds 22621.3737 and 22631.3737)
Release date: June 11, 2024
This update fixes a variety of bugs, including one in which the taskbar might briefly glitch, not respond, or disappear and reappear.
In addition, it has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and June 2024 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5039212.)
KB5037853 (OS Builds 22621.3672 and 22631.3672) Preview
Release date: May 29, 2024
This build introduces a variety of minor feature updates, including one that lets you use your mouse to drag files between breadcrumbs in the File Explorer address bar and another that lets you create QR codes for webpage URLs and cloud files from the Windows share window.
The build also fixes a variety of bugs, including one in which File Explorer stopped responding when you swiped from a screen edge after turning off edge swiping, and another in which handwriting panels and touch keyboards did not appear when you used a pen.
(Get more info about KB5037853 Preview.)
KB5037771 (OS Builds 22621.3593 and 22631.3593)
Release date: May 14, 2024
This update fixes a bug that caused VPN connections to fail, and another in which Server Message Block (SMB) clients failed to make SMB Multichannel connections, making file transfers are slow.
In addition, it has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and May 2024 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5037771.)
KB506980 (OS Builds 22621.3527 and 22631.3527) Preview
Release date: April 23, 2024
In this build, the Recommended section of the Start menu will show some Microsoft Store apps. In addition, widgets icons on the taskbar are no longer pixelated or fuzzy, and Windows widgets on the lockscreen are more reliable.
The build also fixes a variety of bugs, including one in which Windows Local Administrator Password Solution’s Post Authentication Actions (PAAs) did not occur at the end of the grace period. Instead, they occurred at restart.
There is one known issue in this build, in which you might be unable to change your user account profile picture.
(Get more info about KB5036980 Preview.)
KB5036893 (OS Builds 22621.3447 and 22631.3447)
Release date: April 9, 2024
This build offers a wide variety of minor new features, including dedicated mode for Windows 365 Boot. When you sign in on your company-owned device, you also are signed into to your Windows 365 Cloud PC. This uses passwordless authentication, like Windows Hello for Business.
The update also adds suggestions to Snap Layouts. When you hover over the minimize or maximize button of an app to open the layout box, app icons will display various layout options. Use them to help you to choose the best layout option.
In addition, the update changes the apps that appear in the Windows share window. The account you use to sign in affects the apps that are in “Share using.” For example, if you use a Microsoft account (MSA) to sign in, you will see Microsoft Teams (free). When you use a Microsoft Entra ID account (formerly Azure Active Directory) to sign in, your Microsoft Teams (work or school) contacts show instead.
This build also has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and April 2024 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5036893.)
Windows 11 KB5035942 (OS Builds 22621.3374 and 22631.3374) Preview
Release date: March 26, 2024
In addition, in Windows Hello for Business admins can now use mobile device management to turn off the prompt that appears when users sign in to an Entra-joined machine. To do it, turn on the “DisablePostLogonProvisioning” policy setting. After a user signs in, provisioning is off for Windows 10 and Windows 11 devices.
There is one known issue in this build, in which Windows devices using more than one monitor might experience issues with desktop icons moving unexpectedly between monitors or other icon alignment issues when attempting to use Copilot in Windows.
(Get more info about KB5035942 Preview.)
KB5035853 (OS Builds 22621.3296 and 22631.3296)
Release date: March 12, 2024
This build fixes a bug that affected the February 2024 security and preview updates. They might not have installed, and your device might shave stopped responding at 96% with the error code “0x800F0922” and the error message, “Something did not go as planned. No need to worry – undoing changes. Please keep your computer on.”
This build also has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and March 2024 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5035853.)
KB5034848 (OS Builds 22621.3235 and 22631.3235) Preview
Release date: February 29, 2024
In this build, you can now use the Snipping Tool on your PC to edit the most recent photos and screenshots from your Android device. You will get an instant notification on your PC when your Android device captures a new photo or screenshot. To turn this on, go to Settings > Bluetooth & devices > Mobile devices. Choose Manage devices and allow your PC to access your Android device.
The build also adds support for the USB 80Gbps standard, the next generation of USB4 that has twice the bandwidth of USB 40Gbps. To use USB 80Gbps, you must have a compatible PC and USB4 or Thunderbolt peripheral.
The build also fixes several bugs, including one in which the Windows Settings Home page randomly stopped responding when you went to the page, and another in which devices failed to make the automatic switch from cellular to Wi-Fi when they could use Wi-Fi.
There is one known issue in this build, in which Windows 11 devices attempting to install the February 2024 security update, released February 13, 2024 (KB5034765), might face installation failures and the system might stop responding at 96%.
(Get more info about KB5034848 Preview.)
KB5034765 (OS Builds 22621.3155 and 22631.3155)
Release date: February 13, 2023
In this build, the Copilot in Windows icon now appears on the right side of the system tray on the taskbar. Also, the display of “Show desktop” at the rightmost corner of the taskbar will be off by default. To turn it back on, go to Settings > Personalization > Taskbar. You can also right-click the taskbar and choose Taskbar settings. These changes will be gradually rolled out.
This build also has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and February 2024 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5034765.)
KB5034204 (OS Builds 22621.3085 and 22631.3085) Preview
Release date: January 23, 2024
This build fixes a variety of bugs, including one that stopped search from working on the Start menu for some users because of a deadlock, and another that that caused devices to intermittently stop responding after you installed a print support app.
There is one known issue in this build, in which Windows devices using more than one monitor might experience issues with desktop icons moving unexpectedly between monitors or other icon alignment issues when attempting to use Copilot in Windows (in preview).
(Get more info about KB5034204 Preview.)
KB5034123 (OS Builds 22621.3007 and 22631.3007)
Release date: January 9, 2024
This build fixes several bugs, including one in which devices shut down after 60 seconds when you used a smart card to authenticate on a remote system, and another in which some Wi-Fi adapters could not connect to some networks, particularly those that use 802.1x to authenticate.
It also has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and January 2024 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
There are three known issues in this build, including one affecting ID admins, in which using the FixedDrivesEncryptionType or SystemDrivesEncryptionType policy settings in the BitLocker configuration service provider (CSP) node in mobile device management apps might incorrectly show a 65000 error in the “Require Device Encryption” setting for some devices in your environment. To mitigate the issue in Microsoft Intune, you can set the “Enforce drive encryption type on operating system drives” or “Enforce drive encryption on fixed drives” policies to not configured.
(Get more info about KB5034123.)
KB5033375 (OS Builds 22621.2861 and 22631.2861)
Release date: December 12, 2023
This build has a wide variety of security updates. For details, see Microsoft’s Security Update Guide and December 2023 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
There are four known issues in this build, including one which affects ID admins, in which using the FixedDrivesEncryptionType or SystemDrivesEncryptionType policy settings in the BitLocker configuration service provider (CSP) node in mobile device management (MDM) apps might incorrectly show a 65000 error in the “Require Device Encryption” setting for some devices in your environment. To mitigate the issue in Microsoft Intune, you can set the “Enforce drive encryption type on operating system drives” or “Enforce drive encryption on fixed drives” policies to not configured.
(Get more info about KB5033375.)
KB5032288 (OS Builds 22621.2792 and 22631.2792) Preview
Release date: December 4, 2023
In this update, Copilot in Windows (in preview) can be used across multiple displays, and it can be used with Alt+Tab. When you press Alt+Tab, the thumbnail preview for Copilot in Windows appears among other thumbnail previews of open windows. You can switch between them using the Tab keystroke. This is available to a small audience initially and will deploy more broadly in the months that follow.
The update also fixes a wide range of bugs, including one in which the Copilot icon did not show as being as active when it’s open on the taskbar.
There are four known issues in this update, one applicable to IT admins, in which using the FixedDrivesEncryptionType or SystemDrivesEncryptionType policy settings in the BitLocker configuration service provider (CSP) node in mobile device management (MDM) apps might incorrectly show a 65000 error in the “Require Device Encryption” setting for some devices in your environment.
(Get more info about KB5032288 Preview.)
KB5032190 (OS Builds 22621.2715 and 22631.2715)
Release date: November 14, 2023
This build introduces a preview of the Copilot for Windows AI assistant and a File Explorer with a new interface that includes new files displayed as a carousel, and that recognizes local and cloud folders. It also introduces the Windows Backup app that can be used to quickly get your current PC backed up and ready to move to a new PC. In addition, there are many other new features and interface changes throughout Windows, including for Settings, Windows Spotlight, security graphics, voice access, Narrator, and others.
It also includes a wide variety of security updates. For details, see Microsoft’s Security Update Guide and November 2023 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
There are three known issues in this build, including one that affects ID admins in which using the FixedDrivesEncryptionType or SystemDrivesEncryptionType policy settings in the BitLocker configuration service provider (CSP) node in MDM apps might incorrectly show a 65000 error in the “Require Device Encryption” setting for some devices in your environment. To mitigate the issue in Microsoft Intune, you can set the “Enforce drive encryption type on operating system drives” or “Enforce drive encryption on fixed drives” policies to not configured.
(Get more info about KB5032190.)
KB5031455 (OS Builds 22621.2506 and 22631.2506) Preview
Release date: Oct. 31, 2023
This update introduces a preview of the Copilot for Windows AI assistant and File Explorer with a new interface that includes new files displayed as a carousel, and that recognizes local and cloud folders. It also includes minor interface changes to many parts of the operating system, including taskbar, system tray, security notifications, and more.
There is one known issue, which applies to IT admins: using the FixedDrivesEncryptionType or SystemDrivesEncryptionType policy settings in the BitLocker configuration service provider (CSP) node in mobile device management (MDM) apps might incorrectly show a 65000 error in the “Require Device Encryption” setting for some devices in your environment.
(Get more info about KB5031455 Preview.)
KB5031455 (OS Build 22621.2506) Preview
Release date: Oct. 26, 2023
This build introduces a preview of the Copilot for Windows AI assistant and a File Explorer with a new interface that includes new files displayed as a carousel, and that recognizes local and cloud folders. It also introduces the Windows Backup app that can be used to quickly get your current PC backed up and ready to move to a new PC.
There is one known issue in this build that applies to IT admins: using the FixedDrivesEncryptionType or SystemDrivesEncryptionType policy settings in the BitLocker configuration service provider (CSP) node in mobile device management (MDM) apps might incorrectly show a 65000 error in the “Require Device Encryption” setting for some devices in your environment.
(Get more info about KB5031455 Preview.)
KB5031354 (OS Build 22621.2428)
Release date: October 10, 2023
This build includes a wide variety of security updates. For details, see Microsoft’s Security Update Guide and October 2023 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5031354.)
KB5030310 (OS Build 22621.2361) Preview
Release date: September 26, 2023
This update adds websites to the Recommended section of the Start menu. These websites come from your browsing history. You can remove any website URL from the Recommended section using the shortcut menu. To turn off the feature, go to Settings > Personalization > Start.
It also fixes a variety of bugs, including one in which the search box tooltip did not appear in the correct position, and another in which the search button disappeared when you interacted with the search flyout box.
In addition, if you want to use a variety of new features, such as the AI-driven Copilot for Windows and improvements to File Manager, Paint, and other apps, go to Settings > Windows Update, toggle on “Get the latest updates as soon as they’re available,” and then restart your PC. For more details, see Microsoft’s blog post.
(Get more info about KB5030310 Preview.)
KB5030219 (OS Build 22621.2283)
Release date: September 12, 2023
This build removes a blank menu item from the Sticky Keys menu and includes a variety of security updates. For details, see Microsoft’s Security Update Guide and September 2023 Security Updates.
What IT needs to know: Because this is a security update, it should be applied relatively soon. Over the next few weeks, check for reports about problematic issues, and if all seems well, apply the update.
(Get more info about KB5030219.)
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US Defense Department accelerates AI adoption with contracts to several genAI vendors
The US Department of Defense’s Chief Digital and Artificial Intelligence Office (CDAO) on Monday announced it had awarded contracts worth up to $200 million each to four leading generative AI (genAI) companies to develop AI capabilities needed for “critical national security issues.”
The contracts with Anthropic, Google, OpenAI, and xAI will, CDAO said, “enable the Department to leverage the technology and talent of US frontier AI companies to develop agentic AI workflows across a variety of mission areas.”
The department defines frontier AI companies as those that “lead development of the most advanced AI models and technologies, conduct insightful research into the use of frontier AI, and pioneer efforts to address both the potential benefits and risks of frontier AI technologies.”
CDAO is also providing access to all four companies’ genAI models for general purpose use in multiple defense departments, including the Office of the Secretary of Defense, and will provide wider access via embedded AI models within Department of Defense (DoD) enterprise data and AI platforms. It is also partnering with General Services Administration (GSA) to bring AI technologies to the US government as a whole, while aiming to control the costs of AI production and required computing resources through combined buying power.
“The adoption of AI is transforming the Department’s ability to support our warfighters and maintain strategic advantage over our adversaries,” Chief Digital and AI Officer Doug Matty said in a statement. “Leveraging commercially available solutions into an integrated capabilities approach will accelerate the use of advanced AI as part of our Joint mission essential tasks in our warfighting domain as well as intelligence, business, and enterprise information systems.”
“What’s interesting about this move is the fast-tracking aspect and approach as to how the DoD is going about this.” said Erik Avakian, technical counselor at Info-Tech Research Group and former CISO for the Commonwealth of Pennsylvania. ”Instead of relying solely on the slower, traditional procurement acquisition process, something that has widely been regarded as a barrier for technological change across state, local, and federal government, they’re tapping directly into the commercial market’s agility. The incredible pace of change with AI, and these companies themselves, are moving extremely fast. And with the announcement, it’s clear that the Pentagon wants to match that fast pace to stay ahead of things strategically.”
However, he observed, there are risks to the approach. The usual slow government acquisition process provides time to check out technology and vendors, and, he noted, some of the chosen models have stumbled badly in the past. There need to be strong governance processes and ethical guardrails in place to mitigate risk.
Still, he said, “from a capability standpoint, this is a bold move. Rather than trying to build everything in-house or rely solely on legacy vendors, they’re pulling in the best from the private sector to test and scale what actually works. If done right, this could help modernize parts of the government that are often decades behind. So overall, I think it’s a bold move in the right direction. … the success of this initiative (and others) is going to come down to how well the balance between innovation and governance oversight is managed and executed.”
In a separate announcement, xAI today unveiled Grok for Government, a suite of products for US federal, state, local, and national security customers. In addition to what’s in the company’s commercial offerings, it includes custom models, additional support, custom AI-powered applications, and soon, models in classified and other restricted environments.
This story has been updated with analyst comments.
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Apple has a durability (perception) problem
This morning, I found an interesting Canalys report shared by analyst Runar Bjorhovde that shows — despite everything Apple does— people still don’t seem to think iPhones are all that durable. That’s strange, given how much cash Apple spends improving iPhone durability and the device’s reputation as leading second-user markets.
I contacted Bjorhovde to get more insight.
The perception reflected the opinion of more than 8,000 consumers across Europe and shows that while Apple continues to outpace most of the rest of the industry on privacy and security, Samsung over-indexes on durability while Apple seems to score lower than it should.
Apple has a strong brand value
“Our respondents associate Apple with being [a] reliable brand representing quality design, though being expensive,” Bjorhovde told me by email. “Personally, I think the expensive price perception — and consistently high price tag — is what makes Apple so desirable in many cases through its status.
“Apple’s perhaps greatest benefit compared to its smartphone and PC competitors, is that people have strong opinions about the brand and a clear idea of what it represents,” Bjorhovde said. “Risk aversion amongst buyers can be a massive hurdle for any company seeking to succeed in an establish category.”
But Apple lags when it comes to consumer perception around durability. Here’s the chart that shows the data.
Why is this?
I think Apple is a scapegoat in this perception because of its size and popularity, which means that when an iPhone gets smashed, Apple gets the blame. It is also worth pointing out that Apple was first to market with a modern smartphone back in 2007, and with so much new technology the original device was more prone to breakage than subsequent generations.
The devices were so new and so exciting that everything about them (good and bad) was reported, including screen breakages, which baked in an assumption that they break. The messaging we picked up then were the first impressions of the modern smartphone industry, and those messages stick. The phone cover and case market among iPhone users remains vibrant as a result.
“There are stories going far back around — for example, around reducing battery capacity over time — that might still be holding Apple’s durability perception back,” the analyst said. “Apple has also been subject to fierce opinion pieces and lawsuits towards its repairability, a lot stemming from companies that have a strong stake in the second-hand value of iPhones,” he added. “More than anything, I think the poor durability score is a result of Apple not owning its durability narrative well enough.”
Follow the money
It’s a perception that is amplified in another way, as repair industry stores tend to focus on iPhones in their advertising, reflecting how popular those devices are. This builds the perception of fragility of Apple products.
iPhones aren’t the only advanced and expensive devices that break. “Even though the most advanced smartphones today are made with space age materials like titanium, Armor Aluminium, and Ceramic Shield screens, they’re still susceptible to damage when dropped on a concrete sidewalk,” Jason Siciliano, vice president of marketing and global creative director at Allstate Protection Plans, said in a statement.
The perception that iPhones break more often remains, though the data also shows that for innovation, privacy and security, the iPhone indexes well, as it does for the camera. So, perhaps it can afford a little misconception around durability.
Like many prejudices, it isn’t completely true
I think Apple should attack this perception head on. It should not be too hard to break it, either, given that iPhone dominates the used-phone markets. People are happy to buy a second-user iPhone because they know their new/old devices will keep working longer — and this extends to durability.
Ask yourself: How could a device that lasts longer be less durable? “The reality is that Apple might be the most criticized vendor in the smartphone industry when it comes to durability,” Bjorhovde said, “but that doesn’t mean that it actually represents reality.”
In 2024, there were 5.14 billion active smartphones, of which 21% were iPhones, standing several percentage points ahead of Apple’s market share of newly sold devices, according to data from Canalys (now part of Omdia). “iPhones have a longer lifetime and more value in the second-hand market than any other brand,”Bjorhovdehe said.
He pointed out that other vendors like Samsung even “subsidize the trade-in values of their own smartphones to help them match Apple in attractiveness.”
Europe’s other plan
There is one more thing to consider. Europe has yet another idea to attack Apple, this time in the form of its weirdly formulated energy efficiency labelling scheme, which threatens to be inconsistently applied.
Apple generally scores very well, but has been highly critical of the unclear methodology of that scheme. “The EU Energy Labelling regulation has a number of significant ambiguities in the prescribed transitional test methods,” the company said. (The concern is that Europe might use these tests as yet another way to attack US tech.)
“Apple leans towards durability more than most other vendors,” the analyst told me.
Of course, the problem with erroneous beliefs once they do bed in is that they are remarkably hard to shift. But perhaps sharing a few facts will help change perception.
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