Meta is testing a long-awaited pause feature on Instagram Reels that will allow users to start and stop videos with just one tap.

The new feature is the latest sign that Meta is looking to capitalize on TikTok’s uncertain future in the U.S. after it briefly went dark earlier this month. The popular short-form video app, which is owned by the Chinese company ByteDance, could be banned for good on April 5 and is still unavailable on the Apple and Google app stores.

The pause feature is currently available to a small group of users around the globe, Meta said. The company was unable to specify when it will roll out more broadly.

Previously, Instagram users have only been able to pause videos on Instagram Reels by tapping and holding on their screen, requiring more work than simply tapping the screen to pause on TikTok. Previously, one tap on Instagram Reels would mute a video’s audio, but the video would continue to play. On Thursday, CNBC was able to pause Instagram Reels videos with a single tap.

Thousands of users have left comments and taken to other social media to lobby for a Reels pause button.

“Hello @instagram, can I please request a pause button on reels?? sincerely, a grieving former TikTok scroller,” one user posted on social media site X while TikTok was offline for a few hours in the U.S. earlier this month.

Besides the Reels pause button, Meta this month has announced a new video editing app called Edits that will compete directly with ByteDance’s CapCut editing app. Edits will launch in February, Instagram chief Adam Mosseri said in a post.

Meta is also paying creators to promote Instagram on TikTok, Snapchat, YouTube Shorts and other short-form video platforms, CNBC reported Sunday.

Shares of Meta are up slightly on Thursday, a day after the company reported fourth-quarter earnings that beat analysts’ estimates on the top and bottom lines.

“We’re going to learn what’s going to happen with TikTok, and regardless of that, I expect Reels on Instagram and Facebook to continue growing,” Meta CEO Mark Zuckerberg said on a call with analysts Wednesday.

Apple is struggling to squeeze growth out of its flagship iPhone unit, but its profit margin keeps going up thanks to a flourishing services business.

In its fiscal first-quarter earnings report on Thursday, Apple reported a gross margin — the profit left after accounting for the cost of goods sold — of 46.9%. That’s the highest on record, surpassing the 46.6% margin the company record in the period ending March 2024.

For Apple, services includes App Store purchases, advertising, payments, AppleCare support and other subscription offerings. The growth in those products has offset a slowdown in sales of the iPhone and a saturation in the global smartphone market.

The “services business in general in aggregate is accretive to the overall company margin,” Apple CFO Kevan Parekh said on the earnings call after the report.

In the current quarter, Apple said its gross margin will be between 46.5% and 47.5%.

IPhone sales slipped almost 1% in the latest quarter from a year earlier, as the company reported weakness in Greater China. Total revenue rose almost 4% to $124.3 billion.

Services revenue rose about 4% to $26.34 billion, beating analysts’ estimates. The business now accounts for roughly 21% of Apple’s overall revenue. Last quarter, Apple announced that its services unit had turned into a $100 billion a year business.

“We were thrilled to bring customers our best-ever lineup of products and services during the holiday season,” CEO Tim Cook said in the press release.

Cook’s emphasis on services has transformed Wall Street’s view of a company that’s been defined over the decades by its iconic devices. For many years in the iPhone era, Apple’s gross margin would predictably come in at between 38% and 39%, reflecting the company’s tight grip over its supply chain and its pricing power in the market.

But with iPhone growth slowing in recent years, Apple’s move into services has changed the equation. The company hit a 40% gross margin in 2021 and has continued to expand it.

Because of Wall Street’s love of profit, Apple’s been able to keep delivering for investors. The stock rose 31% last year, outperforming the Nasdaq, and the company’s market cap has climbed to $3.6 trillion.

“We believe Apple deserves to trade at premiums to its historical comparable valuation, as it sets itself further apart as a provider of premium electronic consumer devices and high-margined digital services, and notably as the age of on-device generative AI gets underway,” analysts at Argus wrote in a report earlier this month. They recommend buying the stock.

Apple shares rose more than 3% in extended trading after Thursday’s report.

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OpenAI is in talks to raise up to $40 billion in a funding round that would lift the artificial intelligence company’s valuation to as high as $340 billion, CNBC has confirmed.

Masayoshi Son’s SoftBank would lead the round, contributing between $15 billion and 25 billion, according to two people familiar with the negotiations who asked not to be named because the talks are ongoing. SoftBank would surpass Microsoft as OpenAI’s top backer.

The Wall Street Journal was first to report on the talks.

Part of the funding may be used for OpenAI’s commitment to Stargate, a joint venture between SoftBank, OpenAI and Oracle that was introduced by President Donald Trump last week, the sources said. The plan calls for billions of dollars to be invested in U.S. AI infrastructure.

OpenAI was last valued at $157 billion by private investors. In late 2022, the company launched its ChatGPT chatbot and kicked off the boom in generative AI. OpenAI closed its latest $6.6 billion round in October, gearing up to aggressively compete with Elon Musk’s xAI, as well as Microsoft, Google, Amazon and Anthropic.

Meanwhile, Chinese startup lab DeepSeek is blowing up in the U.S, presenting fresh competition to OpenAI. DeepSeek saw its app soar to the top of Apple’s App Store rankings this week and roiled U.S. markets on reports that its powerful model was trained at a fraction of the cost of U.S. competitors.

At an event in Washington, D.C., on Thursday hosted by OpenAI, CEO Sam Altman said DeepSeek is “clearly a great model.”

“This is a reminder of the level of competition and the need for democratic Al to win,” he said. He said it also points to the “level of interest in reasoning, the level of interest in open source.”