Apple announces its AirPods Max — a $550 pair of over-ear headphones Rich, in all senses What else do we need to know about the AirPods Max? Well, they come in five colors: space gray, silver, sky blue, green, and pink. You can order them today — and they’ll start shipping on December 15. Oh, and they’ll set you back $549. Which is… a lot. Especially considering the costs of its direct competitors:Sony WH-1000XM4($280), Bose QuietComfort 35 II ($270), and theSennheiser Momentum 3($350)....

Apple has today announced its long-rumored Siri assistant feature for iOS 5, a voice-activated tool that will allow you to control many aspects of your iPhone and can perform tasks automatically. For decades technologists have teased us with this dream that we can talk to our technology,” said Apple’s Phil Schiller, “But it’s never come true! It’s such a let-down! What we really want to do is just talk to our device!...

It’s been a busy morning for Apple, the company hasfinally addressedthe location ‘tracking’ debacle, but it has also softened the news with the announcement that the white iPhone 4 will begin to go on sale worldwide tomorrow, finally outing the mythical white device. The white iPhone 4 will be available from the online and retail Apple Stores, becoming available in Austria, Australia, Belgium, Canada, China, Czech Republic, Denmark, Finland, France, Germany, Hong Kong, Ireland, Italy, Japan, Luxembourg, Macau, Netherlands, New Zealand, Norway, Singapore, South Korea, Spain, Switzerland, Sweden, Taiwan, Thailand, UK and the US....

The event sold out within two hours, making WWDC the tech world’s version of a Taylor Swift concert. Today at Apple’s keynote, the “Royal Wedding for nerds,” Apple announced: “iOS Devices go PC Free!” The Post-PC world is here. When you purchase an iPhone, you’ll be able to ‘Slide to set up’ the device right out of the box. With iOS software updates now over the air, it looks like our rock star West Coast Editor, Matthew Panzarino was correct!...

Phil Schiller, Senior Vice President of Worldwide Product Marketing at Apple, has revealed that the Apple App Store is now the number one place to buy PC software. The App Store is now in pole position, ahead of Best Buy – which is in second place – and WalMart and Office Depot. Calling all Scaleup founders! Join the Soonicorn Summit on November 28 in Amsterdam. Meet with the leaders of Picnic, Miro, Carbon Equity and more during this exclusive event dedicated to Scaleup Founders!...