Apple CEO Tim Cook attends the Allen & Company Sun Valley Conference on July 08, 2021 in Sun Valley, Idaho.
Kevin Dietsch | Getty Images
At Apple’s annual launch event this week, it revealed new iPhones, iPads and Apple Watches, all of which were refinements of previous models.
What Apple didn’t release, however, was a new kind of product — Apple’s “next big thing” which customers hope will be extremely cool and investors hope will drive another decade or more of Apple growth, like the iPhone did before it.
In previous years, Apple and its CEO Tim Cook have emphasized “augmented reality,” or AR, which is a term for a collection of technologies that use advanced cameras and modern chips to be able to understand where objects are in relation to the user and place computer graphics or information over a screen showing the real world.
Eventually, believers like Facebook’s Mark Zuckerberg say augmented reality technologies will be bundled into a headset or glasses, which could represent a sea-change for the technology industry like how the original iPhone’s touchscreen created billion-dollar companies.
But at Tuesday’s event, augmented reality technology didn’t make an appearance, except for a brief mention of one AR app that runs on iPads.
Justine Ezarik, who goes by iJustine on her popular YouTube page, brought up the lack of AR at the launch in a video interview with Cook posted after the event.
In his answer, Cook repeated some of the things he’s said about AR in the past, but continued to be very bullish on the technology, calling himself “AR fan number one.”
“I think AR is one of these very few profound technologies that we that we will look back on one day and went, how did we live our lives without it?” Cook said.
Cook said that the main uses for AR technology include education, collaboration and shopping for furniture while making sure it fits in the user’s home.
“And that’s at the early innings of AR,” Cook said. “it will only get better.”
Competitors releasing glasses
AR backers say that wearing computer glasses will be a normal, everyday experience, like using a smartphone is today.
Apple has never confirmed it is building AR headsets, despite buying several startups working on key building blocks like transparent screens built into lenses and hiring hundreds of employees to work in its Technology Development Group on the project.
Some of Apple’s closest competitors have already released headsets.
The lack of AR announcements at Apple’s event is not a hint that Apple has given up on the technology. Apple’s launch events are focused on hardware and products customers can buy now — not providing clues about releases in upcoming years.
None of Apple’s new devices got AR hardware, unlike in the past few years, when some models added lidar sensors that can measure how far away an object is. The new iPhone Pro’s cameras do have improved night mode, which could be a useful feature for headsets in low-light.
So far, in public, Apple has generally treated AR as a software feature. It built tools called ARKit and RealityKit for app developers to make their own iPhone AR apps without doing hard physics like triangulating the location of the user or detecting hands and faces.
Those tools did make an appearance before Apple’s event. Users with AR-capable iPhones could download a file from Apple’s website that created a portal to a California landscape, which was the theme of Apple’s launch.
Apple’s new city navigation feature in Apple Maps.
Apple
The iPhone software launching on Monday, iOS 15, includes a mode where Apple Maps overlays walking directions onto the real world — big arrows telling the user where to go, on the iPhone’s screen — in a preview of what could be a major feature for a headset.
One challenge about these technologies is what to call them. Some people in the industry prefer the term “mixed reality,” which is less technical-sounding. The CEOs of Microsoft and Facebook, which are perhaps the most enthusiastic big companies about augmented reality, have started to talk about a “metaverse,” or a digital world overlaid on top of the real world.
Cook and Apple, for now, are sticking with “augmented reality.”
“There’s clearly different words out there. I’ll stay away from the buzzwords and for the moment just call it augmented reality,” Cook said in an interview with Time published this week.
Amazon announced Monday its millionth worker robot, and said its entire fleet will be powered by a newly launched generative artificial intelligence model. The move comes at a time when more tech companies are cutting jobs and warning of automation.
The million robot milestone — which joins Amazon’s global network of more than 300 facilities — strengthens the company’s position as the world’s largest manufacturer and operator of mobile robotics, Scott Dresser, vice president of Amazon Robotics, said in a press release.
Meanwhile, Dresser said that its new “DeepFleet” AI model will coordinate the movement of its robots within its fulfillment centers, reducing the travel time of the fleet by 10% and enabling faster and more cost-effective package deliveries.
Amazon began deploying robots in its facilities in 2012 to move inventory shelves across warehouse floors, according to Dresser. Since then, their roles in factories have grown tremendously, ranging from those able to lift up to 1,250 pounds of inventory to fully autonomous robots that navigate factories with carts of customer orders.
Meanwhile, AI-powered humanoid robots — designed to mimic human movement and shape — could be deployed this year at factories owned by Tesla.
Job security fears
But although advancements in AI robotics like those working in Amazon facilities come with the promise of productivity gains, they have also raised concerns about mass job loss.
A Pew Research survey published in March found that both AI experts and the general public see factory workers as one of the groups most at risk of losing their jobs because of AI.
That’s a concern Dresser appeared to attempt to address in his statements.
“These robots work alongside our employees, handling heavy lifting and repetitive tasks while creating new opportunities for our front-line operators to develop technical skills,” Dresser said. He added that Amazon’s “next-generation fulfillment center” in Shreveport, Louisiana, which was launched late last year, required 30% more employees in reliability, maintenance and engineering roles.
However, the news of Amazon’s robot expansion came soon after CEO Andy Jassy told CNBC that Amazon’s rapid rollout of generative AI will result in “fewer people doing some of the jobs that the technology actually starts to automate.”
Jassy said that even as AI eliminates jobs in certain areas, Amazon will continue to hire more employees in AI, robotics and elsewhere. But in a memo to employees earlier in June, the CEO had admitted that he expects the company’s workforce to shrink in the coming years in light of technological advancements.
The decline may have already begun. CNBC reported that Amazon cut more than 27,000 jobs in 2022 and 2023, and had continued to make more targeted cuts across business units.
Other big tech CEOs such as Shopify’s CEO Tobi Lutke also recently warned of the impact that AI will have on staffing. That comes as a vast array of firms investing in and adopting AI execute rounds of layoffs.
According to Layoffs.fyi, which tracks technology industry layoffs, 551 companies laid off roughly 153,000 employees last year. And a World Economic Forum report in February found that 48% of U.S. employers plan to reduce their workforce due to AI.
U.S. President Donald Trump (right) and C.C. Wei, chief executive officer of Taiwan Semiconductor Manufacturing Co. (left), shake hands during an announcement of an additional $100 billion into TSMC’s U.S. manufacturing at the White House in Washington, DC, U.S., on March 3, 2025.
Bloomberg | Bloomberg | Getty Images
The latest version of U.S. President Donald Trump’s “big beautiful bill” could make it cheaper for semiconductor manufacturers to build plants in the U.S. as Washington continues its efforts to strengthen its domestic chip supply chain.
Under the bill, passed by the Senate Tuesday, tax credits for those semiconductor firms would rise to 35% from 25%. That’s more than the 30% increase that had made it into a draft version of the bill.
The new provisions expand on tax incentives under the 2022 CHIPS and Science Act, which provided grants of $39 billion and loans of $75 billion for U.S.-based semiconductor manufacturing projects.
But before the expanded credits come into play, Trump’s sweeping domestic policy package will have to be passed again in the House, which narrowly passed its own version last month. The president has urged lawmakers to get the bill passed by July 4.
Trump versus Biden
Since Trump’s first term, Washington has been trying to onshore more of the advanced semiconductor supply chain from Asia, support its domestic players and limit China’s capabilities.
Although tax provisions in Trump’s sweeping policy bill expand on those in the Biden administration’s CHIPS Act, his overall approach to the semiconductor industry has been different.
Earlier this year, the president even called for a repeal of the CHIPS Act, though Republican lawmakers have been reluctant to act on that front. Still, U.S. Commerce Secretary Howard Lutnick said last month that the administration was renegotiating some of the Biden administration’s grants.
Trump has previously stated that tariffs, as opposed to the CHIPS Act grants, would be the best method of onshoring semiconductor production. The Trump administration is currently conducting an investigation into imports of semiconductor technology, which could result in new duties on the industry.
In recent months, a number of chipmakers with projects in the U.S. have ramped up planned investments there. That includes the world’s largest contract chipmaker, TSMC, as well as American chip companies such as Nvidia, Micron and GlobalFoundries.
According to Daniel Newman, CEO at tech advisory firm Futurum Group, the threat of Trump’s tariffs has created more urgency for semiconductor companies to expand U.S. capacity. If the increased investment tax credits come into law, those onshoring efforts are only expected to accelerate, he told CNBC.
“Given the risk of tariffs, increasing manufacturing in the U.S. remains a key consideration for these large semiconductor companies,” Newman said, adding that the tax credits could be seen as an opportunity to offset certain costs related to U.S.-based projects.
Elon Musk, chief executive officer of Tesla Inc., during a meeting between US President Donald Trump and Cyril Ramaphosa, South Africa’s president, not pictured, in the Oval Office of the White House in Washington, DC, US, on Wednesday, May 21, 2025.
Jim Lo Scalzo | Bloomberg | Getty Images
Tesla shares have dropped 7% from Friday’s closing price of $323.63to the $300.71 close on Tuesday ahead of the company’s second-quarter deliveries report.
Wall Street analysts are expecting Tesla to report deliveries of around 387,000 — a 13% decline compared to deliveries of nearly 444,000 a year ago, according to a consensus compiled by FactSet. Prediction market Kalshi told CNBC on Tuesday that its traders forecast deliveries of around 364,000.
Shares in the electric vehicle maker had been rising after Tesla started a limited robotaxi service in Austin, Texas, in late June and CEO Elon Musk boasted of its first “driverless delivery” of a car to a customer there.
The stock price took a turn after Musk on Saturday reignited a feud with President Donald Trump over the One Big Beautiful Bill Act, the massive spending bill that the commander-in-chief endorsed. The bill is now heading for a final vote in the House.
That legislation would benefit higher-income households in the U.S. while slashing spending on programs such as Medicaid and food assistance.
Musk did not object to cuts to those specific programs. However, Musk on X said the bill would worsen the U.S. deficit and raise the debt ceiling. The bill includes tax cuts that would add around $3 trillion to the national debt over the next decade, according to an analysis by the Congressional Budget Office.
The Tesla CEO has also criticized aspects of the bill that would cut hundreds of billions of dollars in support for renewable energy development in the U.S. and phase out tax credits for electric vehicles.
Such changes could hurt Tesla as they are expected to lower EV sales by roughly 100,000 vehicles per year by 2035, according to think tank Energy Innovation.
The bill is also expected to reduce renewable energy development by more than 350 cumulative gigawatts in that same time period, according to Energy Innovation. That could pressure Tesla’s Energy division, which sells solar and battery energy storage systems to utilities and other clean energy project developers.
Trump told reporters at the White House on Tuesday that Musk was, “upset that he’s losing his EV mandate,” but that the tech CEO could “lose a lot more than that.” Trump was alluding to the subsidies, incentives and contracts that Musk’s many businesses have relied on.
SpaceX has received over $22 billion from work with the federal government since 2008, according to FedScout, which does federal spending and government contract research. That includes contracts from NASA, the U.S. Air Force and Space Force, among others.
Tesla has reported $11.8 billion in sales of “automotive regulatory credits,” or environmental credits, since 2015, according to an evaluation of the EV maker’s financial filings by Geoff Orazem, CEO of FedScout.
These incentives are largely derived from federal and state regulations in the U.S. that require automakers to sell some number of low-emission vehicles or buy credits from companies like Tesla, which often have an excess.
Regulatory credit sales go straight to Tesla’s bottom line. Credit revenue amounted to approximately 60% of Tesla’s net income in the second quarter of 2024.