Whether you’re loyal to Windows, a Mac fan, or willing to try something new, you should know what to look for in a laptop before making an investment. There’s more to consider than just the operating system. Does it have the screen you want? Are there ports that support your peripherals? Can it play games at 1080p or higher? These are among the many considerations of which you need to be aware.

In this guide, we explain what you should look for in 2024, and what you need to avoid. Many options are available in terms of both Windows 11 and Chrome OS, whereas Apple limits its MacBooks to a lower number of configurations. Continue reading to find out which laptop is right for you and which are the overall best laptops, and be sure to check out our list of best laptop brands before you get started.

Mac, Windows, or something else?

The operating system should be your first major consideration. While that debate was once dominated by Apple’s macOS and Microsoft’s Windows, Google’s Chrome OS is now a very popular alternative typically offered on much more affordable laptops.

While there are certainly comparable hardware and features offered with these platforms, there are some stark differences between them that are important to consider.

Windows

Windows-based PCs are an incredibly diverse category. Dozens of manufacturers make them, and the quality and pricing can vary greatly depending on which model and brand you choose. The fastest models will surpass Macs in terms of performance, and many companies tailor their Windows PCs to a specific purpose, such as gaming or business.

Windows PCs come in a variety of shapes and sizes. A standard laptop with a clamshell design and a keyboard-mouse interface is easy to find, such as the lightweight Surface Laptop line. Windows touchscreen laptops can be found even in the lower price brackets, which is not something you’ll see on any Apple MacBook — unless you count a brief fling with the Touch Bar.

More elaborate designs include fold-back screens or even detachable tablet-keyboard combos, such as Microsoft’s Surface range. Meanwhile, Apple reserves the 2-in-1 design for its iPad Pro family combined with a Magic Keyboard, as you won’t see a convertible or detachable MacBook.

On the software side, Windows is far more open-ended than macOS. It’s the standard for game development and many business-related programs, empowering a larger software library. Windows enjoys major updates with new features more frequently, too: Biannually versus annually as with Apple’s macOS. Note that Chrome OS has a less rigid update schedule and is more likely to get smaller updates more often.

Unlike Apple’s more limited hardware lineup, there is plenty of choice in the Windows laptop space. Whether you opt for a major manufacturer like Lenovo, Dell, or one of Microsoft’s own devices, you have a ton of options.

MacOS

Apple has always been protective of its brand, releasing products in very deliberate iterations. Any Apple product will follow its standards, whereas any manufacturer can make a Windows or Chrome OS-based PC with unique specs. As a result, Macs are very user-friendly and stable. And because they come from the same ecosystem, Apple’s resourceful support network can easily help with any problems that arise.

Quality design is one of the hallmarks of a Mac. They are built to look great, feel elegant, and have incredible displays, which translates to a much higher price tag than many of their Windows and Chrome OS counterparts, especially when configured with lots of storage. Apple computers aren’t known for being cheap.

Macs use fast hardware but rarely sport the most powerful graphics chips as seen in Windows-based PCs — and unlike many PCs, it is impossible to upgrade components, so you are stuck with the specs that you purchase on day one. Still, those who want a solid computer but do not know a lot about hardware can rest easy knowing their Mac will perform well during everyday use. Apple’s hardware also advanced significantly since late 2020, when the company switched processors to their own in-house chips. The M3 series is an incredibly fast chipset that significantly improved GPU performance, and the M4 is right around the corner. ThePro and Max versions are powerful tools for creators, with machines like the MacBook Pro with the M3 Max offering blistering performance and surprisingly awesome efficiency. Today, the MacBook Pro offers the best combination of high speed and battery life you can buy.

Apple’s strict design standards extend to the operating system, macOS, which is straightforward and intuitive. Unlike Windows, the platform includes a suite of proprietary office and media-editing software, and each application is well-suited for its targeted task. It’s no surprise Apple is often the choice of designers and photographers (although models like Microsoft’s Studio Laptop Studio 2 are putting up serious competition thanks to innovative designs and digital pen support).

Finally, while there are no touchscreens on Macs, you can use Apple’s Sidecar mode to add an iPad as a second wireless screen with touch support.

Chrome OS

Google’s Chrome OS is different from Windows and macOS. Based on the Chrome browser, this platform initially focused on web-based apps and affordability. While the latter still holds true, Chrome OS has evolved over the years to support more traditional desktop software and mobile apps, similar to its rivals.

Chrome OS powers Chromebooks. These devices are typically more affordable than Windows-based PCs and MacBooks due to their lower hardware requirements. In the past, they were mostly ideal for schools and other institutions, but today, users can do more than just browse social media and make online purchases. Chromebooks can now be used for a lot more, and they’re being increasingly used by businesses seeking a secure and easy to manage platform.

Hardware choices are also much more varied than in the past, with powerful offerings, like the HP Dragonfly Pro Chromebook, that perform and look very much like premium Windows and macOS laptops. There are even 2-in-1 options like the HP Chromebook x360 14 and the affordable detachable tablet Lenovo Duet 5 Chromebook with an OLED display. The Acer Chromebook Plus 516 uses Nvidia’s GeForce Now cloud gaming platform to offer a viable gaming laptop for under $600.

Overall, Chrome OS is quicker and more versatile today than ever. Its foundation is still web-centric, but the platform now supports Google Play and Android apps, making it the ideal notebook companion if you have an Android phone. It even mimics Apple’s iMessage, allowing Chromebook owners to text from their laptops without picking up the phone.

Moreover, Chrome OS supports Linux, opening up the platform to traditional desktop software, like GIMP and Steam. The drawback is that the library isn’t as diverse as Windows or even macOS, and Linux support is still in beta. Still, the maturity of Chrome OS has proven to be a strong contender in a market dominated mainly by Windows.

Overall, if Chrome OS fits the bill for what you need in a laptop, you can save a lot of money by going with a Chromebook.

The types of laptops

Laptops can be expensive, but manufacturers know that not everyone can afford a $2,000 machine. Buyers who need a laptop for the most basic purposes and want to save money can find great laptops that cost $500 or less.

In general, budget laptops are ideal for people who may not know a lot about computers and simply want a device that can carry out basic tasks. They’re built to last despite the low price, with competent construction and ergonomically sensible keyboards and touchpads. One great example is the Lenovo Chromebook Duet 3 detachable tablet, which manages to be quite usable with a surprisingly good display for only $300.

These laptops are typically light on hardware, meaning you won’t find loads of RAM or high-performance graphics, making them less ideal for AAA games or keeping hundreds of browser tabs open. They’re not incapable of decent performance, just limited as to what you can do compared to higher-priced models.

This is a category where Chromebooks excel, as they ditch some of the fancier features of Windows and macOS laptops, but there are options from Windows as well. You won’t find a macOS laptop for under $500 unless you buy an older used machine.

Midrange ($500-$1,500)

This price range is arguably the best in terms of bang for your buck. These laptops are often truly excellent. You get much better internal hardware than the entry-level offerings, but at the cost of premium features, high-powered graphics chips, and fancy materials . However, well-built, all-metal laptops are easily attainable.

The fact that this range is such a sweet spot for the industry means that you have plenty to choose from. There are laptops with great displays (including OLED panels), laptops with powerful processors, beautiful laptops, and ones that are light and portable with great battery life. You may not find a system that ticks every one of those boxes, but the best laptops under $1,000 are some of our favorites. This is also where you’ll find your least expensive macOS machine, the entry-level MacBook Air M2, but you can also squeeze in the newer MacBook Air M3. Several Microsoft Copilot+ PC laptops running Qualcomm’s Snapdragon X platform fit into this category, including excellent laptops like the Lenovo Yoga Slim 7x.

Premium ($1,500+)

This bracket contains some of the best laptops you can buy today. For a little extra money, you gain longer battery life (in some cases), improved performance from more powerful internal hardware, and larger and higher-resolution displays with more exotic technologies like mini-LED, and overall better build quality. If you’re a bit more of a power user and can afford it, this is the class of laptop you should consider the most.

Despite the higher cost of the premium laptop category, there are still plenty of choices. You can pick up stellar laptops in the 13-inch form with plenty of general computing power and connectivity options. If you’re interested in gaming on the side or content creation, you’ll want to jump up to a 16-inch laptop with higher-power chipsets and a dedicated graphics card.

This category even contains a more modern version of our favorite laptop of the past few years, the Dell XPS 13. If you want something a little heftier and more capable of content creation, the Dell XPS 16 is worth considering too. For gamers, the Asus ROG Zephyrus G14 is one of the best laptops we’ve come across for highly portable performance, while the Lenovo Yoga Pro 9i 16 offers real power in a supremely rugged and upgradeable chassis.

If you’re an Apple fan, we’d recommend the MacBook Pro. It’s costly, but it offers the best combination of performance and battery life.

2-in-1

The 2-in-1 laptop combines the convenience and ease of a tablet with the utility of a keyboard. This category includes two most common designs: 360-degree convertible and detachable. The convertible can serve as a tablet by flipping the keyboard under the screen. The detachable is essentially a tablet with a removable keyboard but it looks and feels like an ultra-thin laptop when combined. There are other types of 2-in-1s, such as the pull-forward design epitomized by the Microsoft Surface Studio Laptop 2.

Two-in-ones can provide a lot of versatility but are not the most powerful and expandable devices available. The uniqueness of their design can come with some low-power processors, integrated graphics only, and complexity. These 2-in-1 laptops are sometimes more expensive than clamshell laptops with comparable hardware.

When it comes to buying a 2-in-1, some are better laptops than they are tablets, and some are better tablets than they are laptops. Think hard about which “mode” you’ll likely use more before buying, and do so accordingly.

Our favorite 2-in-1 laptops for 2024 include the Microsoft Surface Pro 11 and the HP Spectre X360 14, always a reliable line for professionals.

Ultrabooks

The term “ultrabook” is technically a specification that Intel used for extra-light, portable laptops designed to be easy to carry while still providing great battery life. They use SSDs, power-efficient Intel Core Ultra processors, and carefully designed clamshell bodies. This became a very popular type of computer, and many people began applying the name “ultrabook” to any compact, lightweight laptop designed for easy transport.

Today, any lightweight laptop may be called an ultrabook, although that isn’t entirely accurate (some are now referred to as ultraportables instead). You can find some good examples in our list of the best 13-inch and 14-inch laptops.

Business laptops

Business laptops offer some intriguing features for the average buyer despite targeting professionals. Sure, they might not always offer the looks of more mainstream systems, but they tend to pack exceptional battery life and have more rugged and tough shells.

The biggest downside to business laptops is that they’re usually expensive. Laptops aimed at video editors and photographers are usually fast with larger displays offering excellent color accuracy. They are also much more likely to offer better protective systems like biometric validation and professionally oriented software packages due to their greater emphasis on security and privacy.

One of the most iconic laptop lines in the business category is the Lenovo ThinkPad, and the latest ThinkPad X1 Carbon Gen 12 is a fantastic entry in that range. For more options, check out our list of the best business laptop.

Gaming laptops

Gaming laptops must be built to keep up with the unceasing march of progress. The best tout high-end processors and graphics chips, as well as enough RAM to run modern games. Anything less can render the hottest titles unplayable.

High-tier gaming laptops tend to be bulky, typically to accommodate better desktop-like hardware and larger screens. Their power-gulping components mean that battery life isn’t great — especially on systems with 4K  HDR displays. But this isn’t always the case, as our favorite gaming laptops tend to offer a good middle ground or offer more stealth gaming ability.

The category has also received a number of important upgrades in display technology that make the gaming experience even more enjoyable. OLED has made its way to gaming laptops, offering the usual excellent colors and inky blacks, and mini-LED made its debut in 2023 such as on the Asus Zephyrus M16. Gaming laptop displays have also reached new heights in terms of refresh rates, with 240Hz panels increasingly common and even 480Hz displays being available. Faster refresh rates mean that the displays can now keep up with the superfast components and offer high-speed gaming without tearing and ghosting.

What you need to know about hardware

As with any computer, the CPU is the brains of the notebook and does most of the general work. When the computer needs to access or change data, the CPU executes that task. Better CPUs will be able to process more data at quicker speeds. However, keep in mind that a CPU’s pure clock speed doesn’t necessarily paint the whole picture. If you’re unsure about your options, copy its model number (such as “Core Ultra 7 258V”) into a web search to compare your choices.

The current offerings from Intel are its Core Ultra Series 2 including the Core Ultra 5, 7, and 9 series in Lunar Lake models. Unlike earlier generations, the generation number is no longer included in the name, so you’ll have to learn the nomenclature to keep up. Meanwhile, AMD’s current notebook chips are its sixth-generation mobile Ryzen 8000 Series and Ryzen AI 9 CPUs, though they are a bit more difficult to find in laptop offerings. And Qualcomm has made a splash with its ARM-based Snapdragon X chipsets that combine better efficiency with strong performance.

The Intel chipsets are hybrid designs, similar to Apple’s M3, although not based on the ARM architecture as are Apple’s. There are more cores than in previous Intel CPUs, with a mix of Performance, Efficient, and Low Power Efficient cores meant to provide both faster and more efficient performance. Some 14th-gen parts are still being used as Intel updates to faster Arrow Lake chipsets, such as the highest-end 24-core Core i9-14900HX to rival Apple’s M3 Max in CPU performance. Most laptops, especially midrange and premium machines, should make the transition to Intel’s latest architectures throughout 2024. Intel’s Lunar Lake also includes faster neural processing units (NPUs) to speed up on-device AI tasks — something that is still very limited early in 2024. AMD and Qualcomm also offer faster NPUs, all to support Microsoft’s Copilot+ PC AI initiative.

The Ryzen 8000 uses an updated version of the current architecture and so is significantly faster than AMD’s previous offerings. Just as important are the updates to the integrated Radeon graphics, with the implementation of the RDNA3 architecture that’s used in AMD’s discrete GPUs and should bring increased performance in modern games.

When it comes to picking a laptop based on its CPU, newer is almost always better. Try to avoid buying a laptop with a CPU that’s a few generations old. Unless you’re doing something intensive like video editing, don’t worry about buying a chip outside of the midrange. The eight cores available in the Core Ultra 5 226V, for example, offer enough performance for almost anyone, although they compare more with the older Meteor Lake U-series chipsets.

Graphics

A Graphics Processing Unit, or GPU, is a chip that generates all images you see on the screen. Most lower-end laptops ship with integrated graphics, which means the component is mounted inside the main processor. For instance, nearly all Intel laptop chips include integrated graphics, namely the Intel Arc engine. AMD produces Accelerated Processing Units, or APU s, that combine CPU and GPU cores on the same chip (die) similarly.

Other laptops have an additional graphics chip/module soldered into the motherboard. These chips are called “discrete GPUs,” and they typically can’t be removed by the typical laptop owner. Nvidia and AMD are the primary vendors of these chips.

Nvidia’s latest laptop GPU family is the GeForce RTX 4000 Series, including the RTX 4050, 4050 Ti, 4060, 4070, 4080, and 4090.  These will be in the most expensive, most powerful gaming and business-class laptops, though some recent models may use older chips like the RTX 3050 that still perform well. Laptops based on the RTX 4000 Series are increasingly common and provide excellent gaming and creative application performance.

AMD discrete laptop graphics like the RX 7000M and 7000S offer vastly improved performance over integrated solutions, though they are far less common than Nvidia’s solutions.

Audio

Although some laptops offer good sound right out of the box, such as the MacBook Pro with its excellent six-speaker configuration, most laptops don’t have the room to fit decent speakers inside the casing. Most laptops provide ports to connect headphones or external speakers if you want a more immersive listening experience, although there’s a movement among some vendors to do away with the audio jack. The Dell XPS 13 is one example.

Memory

RAM, often referred to as system memory, refers to dedicated hardware for temporarily storing and accessing information for immediate use. All current tasks store data in RAM, like the web browser currently displaying this guide.

Essentially, the more RAM, the more information a computer can call up at any given time, and thus the more things it can do. However, unlike storage (see below), RAM does not store data indefinitely. Once RAM loses power, all held data is lost.

How much RAM do you need? 16GB is the new sweet spot for most. You’ll want to jump up to 32GB or more, though, if you’re running intensive applications or doing any kind of content creation. On MacBooks, 16GB is the least you should consider.

Storage

The amount of storage space on a laptop’s internal drive(s) is how much data it can hold indefinitely. All data, from installed programs to downloaded music, reside on an internal storage device. Today, most devices are based on NAND Flash technology, commonly solid-state drives (SSD). Spinning hard disk drives (HDD) are becoming hard to find. Chromebooks tend to provide less storage space thanks to the lesser requirements of Chrome OS and the tendency to store more data in the cloud.

In contrast to RAM, data in storage does not necessarily need to be in use. An installed program that is currently inactive takes up storage space but not memory. As mentioned above, most modern laptops now use solid-state drives (SSDs), which are faster and more reliable than traditional hard drives. There was once a major price difference between laptops with SSDs and HDDs, but given the scarcity of the latter that price advantage no longer applies.

An SSD uses NAND Flash to store data, which doesn’t have moving parts. It offers a dramatic performance boost over a conventional hard drive – which does have moving parts — and can provide the most dramatic improvement in laptop usage when buying a new system.

Make sure your next purchase has an SSD as the primary drive, although that’s almost guaranteed. If you need more space, grab a big external drive too.

Ports

Ports can quickly become confusing on a laptop due to a complex labyrinth of terminology. Make sure to focus on the USB ports that you need.

Some laptops continue to offer USB-A ports to support legacy devices, like peripherals and external drives. They’re rectangular ports with squared corners and only work with a one-side-up connector. This interface supports USB 2.0 (480Mbps), USB 3.2 Gen 1 (5Gbps), or USB 3.2 Gen 2 (10 Gbps), depending on the laptop manufacturer.

Most laptops today don’t offer USB-A ports due to their size. Instead, you’ll see one or more of the newer USB-C ports. This interface is smaller, narrower, and more rounded than USB-A. It’s generally used with several technologies, including Thunderbolt 4 (40Gbps) on Intel-based laptops (AMD doesn’t support Thunderbolt 4), USB4, USB 3.2 Gen 1, USB 3.2 Gen 2, and DisplayPort, depending on the laptop manufacturer. USB-C requires a different, thinner either-side-up connecter.

If you plan to connect a second external monitor for more large-screen work, make sure that the laptop has the right connections for that monitor, such as USB-C, DisplayPort, or HDMI. You may find VGA on old models, and video output is possible through USB-A using DisplayLink drivers and the appropriate adapter.

Displays

It used to be that you had a choice between IPS LED displays of various quality and resolution, mainly Full HD (1920 x 1080), WQHD (2560 x 1440), or 4K UHD (3840 x 2160). Most laptop displays were in the 16:9 widescreen aspect ratio except for Apple’s MacBook displays which were taller at 16:10 and Microsoft’s Surface line standardized on the even taller 3:2. Both provide better productivity thanks to displaying more vertical information.

Flash forward to 2024, and laptop displays have taken some serious leaps. Buying a laptop today involves a decision between a bunch of different display options, and they’re all for the better.

First, we have technologies like organic light-emitting displays (OLED), Samsung’s quantum light-emitting diode (QLED), and Mini-LED (mainly used by Apple) that all provide incredibly deep contrast, tons of brightness, and dynamic and accurate colors. Even IPS displays have gotten better, with improved contrast, brightness, and colors that make them great options for creative professionals.

Next, the industry is almost fully transitioned to taller displays, 16:10 and the even taller 3:2. You can still buy 16:9 laptops, especially in gaming machines, but most new laptops have taller displays. As mentioned earlier, that’s a boon for productivity, providing more vertical space for documents and web pages. You get some letterboxing when watching video, but that’s a small price to pay for a more productive environment.

Finally, display resolutions are all over the map. For example, Dell used 3.5K (3456 x 2160) displays in its now-defunct XPS 15 OLED machines, and other manufacturers have their own resolutions as well. This is a mixed bag — if you want a true 4K display in an XPS, then you’ll need to choose the XPS 16’s OLED option. There are tradeoffs, but that also means there are more power-efficient options with higher resolution than Full HD but not quite as power-hungry as full 4K.

Touchscreen support

Touchscreens were once exclusive to high-end laptops mainly because the hardware was expensive and touch-based screens didn’t seem practical. What helped merge the two technologies was the tablet craze and the PC market’s need to regain its footing. Enter the touch-centric 2-in-1 PCs and the overall reduction in manufacturing costs. Touchscreens are now more common — even on some budget designs — unless you own a MacBook.

Windows 11 has gone a long way toward making these touchscreen and combination designs more viable. The interface and software are designed with touch in mind, including conventional programs like Office and the Edge browser. Third-party software, like Google’s popular Chrome browser, also offers great touch support.

While touch may seem to be an interesting feature given that you smudge up a smartphone every day, consider if it’s important on a laptop. Touch makes sense on a 2-in-1 device, and even on laptops that can lean back in Stand Mode. If you don’t think a touch screen on a clamshell design will be practical, however, don’t dump extra bucks into a feature you’ll never use.

Best time to buy your laptop

One of the most common questions about buying a new laptop is when to shop to get the best deals. There’s no strict rule for securing a cheap but good laptop. But there are a few different ways you can time your purchase window to find a good deal. Consider these timelines if you’re in the market for a new laptop.

Black Friday and Cyber Monday: These two dates in November are probably the most obvious ones for finding amazing deals. However, act fast, as laptop supplies tend to run out quickly. If you wait for the post-Thanksgiving rush, it may be hard to get the laptop you want, so you may not want to wait too long.

You can get ahead by heading online beforehand to see where the best deals — and shortest lines — will be. Doing your research in advance is a smart strategy.

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Back-to-school season: Many retailers offer lower prices to help accommodate students who need new laptops for school. The fall is a great time to shop if you want a more affordable device with a steep discount, even if you aren’t a student heading back to class.

A couple of months after a big release: When a company prepares to release a new model, they typically lower the price of older generations of laptops. Both manufacturers and retailers do this to deplete stock, so there is both physical space to display new releases and customer demand for it.

In reality, there are sometimes minimal differences between laptop generations. This makes it a good idea to watch tech news so you can get a laptop at a great price in the months before a newer model is released. One caveat is the switch from Intel 13th-gen to Intel 14th-gen machines, where the differences will be much more substantial.

Another tip is to search manufacturer websites to stay up-to-date on what’s in the queue and when these new devices will be released to the public. Signing up for their newsletter could be beneficial, ensuring that you never miss a deal. Once you snag the best deal, you can simply unsubscribe from the newsletter, so you don’t get the emails anymore.

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Android 15 just arrived this month to eligible Pixel phones, while other brands are now sharing their rollout schedule. So, the arrival of Android 16 is still quite far away, but leaks have already revealed some of the potential improvements it will bring. According to recent findings, Android 16 will allow you to resize the Quick Settings tiles.

In Android AOSP, the Quick Settings panel offers limited customization options. You can add and remove tiles according to your needs, but the look will always be the same. However, that could change quite a bit with the Android 16 rollout.

Android 16 may allow you to resize and change the shape of Quick Settings tiles

Android expert Mishaal Rahman spotted some interesting things in the latest Android 15 QPR1 Beta 3. First, Google would be working on implementing “Categories” into the Quick Settings panel, allowing you to more easily find the tile you are looking for according to its function. This feature in itself would be a notable change in the current Android’s Quick Settings area. However, the dev team is also reportedly working on an even bigger tweak: resizing tiles.

The option to resize Quick Settings tiles is not available by default in Android 15 QPR1 Beta 3, but Rahman managed to enable it. Once available, you can not only change the size of the tiles but even their shape. The screenshots show that, for big tiles (2 x 1), you can keep the current rectangular form factor with rounded edges, or you can opt for a pill-shaped one. Making the tiles smaller (1×1) makes them square, allowing you to add more units to the panel.

Now you could set up to 16 tiles

You can also combine big and small tiles on the Quick Settings panel, which gives you more customization possibilities not only on a functional level but also aesthetically. The new feature would allow you to set up to 16 tiles in your Quick Settings area. For reference, you can currently only set 8 tiles, so the possibilities would grow considerably.

According to the source, the new feature is targeting a release on Android 16. Therefore, it may take a considerable amount of time before a widespread rollout occurs. Given that this feature is still in development, its implementation may never occur. However, let’s hope that’s not the case, as it looks pretty useful.

Apple’s rumored smart home display may look a lot like an old friend — the iMac G4 of the early 2000s. In the newsletter this weekend, Mark Gurman reports that the countertop tablet will feature a square screen that’s “positioned at an angle on a small base, making it reminiscent of the circular bottom of the iMac G4.” That may be where the speakers are housed too. The device is expected to arrive sometime next year, followed later on by a higher-end version with a robotic limb that can change the position of the display.

The more affordable model, which will be released first, will have a relatively small screen, according to Gurman, being “about the size of two iPhones side by side.” It’s intended to be used for smart home controls, but will also run apps like FaceTime and Calendar, and display photos and videos. The more expensive model will boast a larger screen in addition to its robotic capabilities, according to Gurman. We likely won’t see that product until at least 2026, as he previously predicted, and it may run you almost $1,000. Both models are expected to come with Apple Intelligence.

I’m a writer and always have been. My writing skills are undeniably central to my career as an in-house public relations leader and communications strategist. Admittedly, I scoffed at the notion of generative AI coming for my job. How could a soulless machine match my creative prowess? Eventually, I realized the threat to my career did not come from AI, but from my reluctance to adopt it. 

Like many, I’ve been working for AI companies for years. I’ve worked with dozens of  AI-based applications, long before OpenAI’s launch of ChatGPT in November 2022 sent the world into a frenzy of fear and excitement. 

Recently, at a marketing all-hands meeting, we were asked how often we use gen AI in our work. Everyone replied they were using it literally every day — except for me. There are times when you want to stand out in a crowd. This was not one of them. I suddenly felt like that uncle who still refuses to get a smartphone. 

Letting go of pretentious skepticism

I approached my first conscious encounter with a large language model (LLM) with a mixture of condescension and fear. Surely, no machine could replicate my professional wit and the tailored nuance of my prose, meticulously crafted and fit for purpose. It was an affront to my expertise and my pride to think I needed help from anyone or anything to do my best work. I also didn’t want to be seen as cutting corners. 

Was using AI like cheating? 

I quickly thought back to the impact of my writing on the trajectory of my life. Would I have gotten into Cornell if everyone was using AI to craft brilliant college essays? Has one of my greatest professional strengths now been democratized, chopped up into little easily accessible pieces and distributed to the masses? It felt like a talent I’ve cultivated for years was now everyone’s to tap into with just one click. 

Existential dread popped in and out of my head. Was I a 2007 iPod? 

Why was I so resistant to accepting AI into my work? It doesn’t take AI to figure out where my fear was coming from — a misconception that AI would replace me or, worse, make me average, rather than better. I saw AI-driven writing as a personal sleight, a harbinger signaling the redundancy of my craft. I was too afraid of the risk to my career to imagine the benefits.

Falling for the enemy

Faced with a growing to-do list and the new balancing act of returning from maternity leave to an expanded role leading public relations for a publicly-traded tech company, I opened Jasper AI. 

I admittedly smirked at some of the functionality. Changing the tone? Is this AI emotionally intelligent? Maybe more so than some former colleagues. I began on a blank screen. I started writing a few lines and asked the AI to complete the piece for me. I reveled in the schadenfreude of its failure. 

It summarized what I had written at the top of the document and just spit it out below. Ha! I had proven my superiority. I went back into my cave, denying myself and my organization the benefits of this transformative technology. 

The next time I used gen AI, something in me changed. I realized how much prompting matters. You can’t just type a few initial sentences and expect the AI to understand what you want. It still can’t read our minds (I think). But there are dozens of templates that the AI understands. For PR professionals, there are templates for press releases, media pitches, crisis communications statements, press kits and more. And there are countless tools to discover. Prompting can be the difference between AI improving your writing and wasting a lot of time. 

Models today can write coherent narratives, accurately use industry jargon, match tone and mirror any writing style. I would never copy and paste its work directly, because AI can infringe copyrights and hallucinate falsehoods, but it provides a great starting point and often conquers the initial “blank-page” battle of just sitting down and starting to write. Even just prompting the AI correctly forces you to bake out a decent outline, which is a great place to start for most writing projects. The impact on my time management and productivity was striking. 

Using gen AI felt like I had the antidote to writer’s block. 

I had found a first mate on my PR team who never takes days off. 

Raising the bar

Gen AI capabilities are making their way into countless business applications beyond writing-intensive professional domains like mine — and for good reason. Here’s my advice on making peace with these technologies: 

1. No matter what you do for a living, stop swimming against the current. It will pull you under and take your career down with you. You need to ride this wave and master it. 
2. Generative AI is not going to be your competitive advantage. Instead, it will likely raise the bar for everyone, moving the goalpost for your accomplishments whether you like it or not. 
3. Don’t just regurgitate AI content. It’s obvious, detectable and doesn’t provide any value. Instead, thoughtfully harness gen AI to make what you’re already doing better, faster. 
4. We don’t know how we’ll be using gen AI five years from now (or even next year), but rest assured, almost everyone reading this will be using it — whether they know it or not. AI will be integrated in holistic, human-centric and seamless ways across the apps we use at work and in daily life, as a vital part of systems we don’t see but that shapes our interactions. 

As with so many things in life, adaptability and willingness to embrace change are the keys to staying relevant. Humans are resilient. AI isn’t coming for us. It’s coming for our inefficiencies. Grab these tools with both hands and make them work for you.  

Melanie Holly Pasch is head of public relations at WalkMe.

It’s become a common refrain in political discourse: Europe needs to take radical action to remain competitive. On the long list of potential reforms, one that’s gaining particular traction is a new, EU-wide corporate status for innovative companies.

Known (somewhat obscurely) as the “28th regime,” the innovation is being billed as Europe’s answer to a Delaware C-Corp, and would add to what already exists in the EU’s 27 member states. It is now supported by an entrepreneur and VC-supported grassroots movement that also brought along the much more palatable name of “EU Inc” — and some unexpected momentum. Launched on October 14, the EU Inc petition has already attracted some 11,000 signatures.

The U.S. connotation of the term Inc is not a coincidence; while startups and VCs all over the world are now familiar with the Delaware C Corp, Europe still has a gap in that regard. An existing formulation dubbed ‘Societas Europaea’ (Europe does love its Latin) was aimed at larger companies but has failed to gain traction or any widespread usage. As a result, expanding across the continent is still a demanding process that needs to be conducted country by country, adding to the reasons why pan-European tech champions are still a rarity.

Seeing as a new company vehicle would likely facilitate cross-border investments into European startups, the EU Inc petition has been endorsed by entire VC firms and a who’s who of startup founders and investors, such as Niklas Zennström and Patrick Collison. 

One of the petition’s four leaders, entrepreneur-turned-investor Andreas Klinger, is reminded of how all his first companies ended up being UK Ltds because at the time, the ability to distribute options was so tortuous in places like France or Germany. He says the main issues for startups in Europe are “very fundamental structural problems.” He and the EU Inc backers have effectively marched on the EU Commission. “A, the startup community needs this and wants this; B, it has urgency; and C, make sure it’s implemented the right way,” he told TechCrunch in an interview. 

In a recently added roadmap, the EU Inc movement set out the goal to submit its final petition on December 1, with hopes that the new college of EU commissioners taking office then will make it part of its agenda for the next five years. 

It will certainly help that the call has tacit support from inside the house, or rather, the European Commission, with recently commissioned reports from Enrico Letta and Mario Draghi both vowing for a 28th regime, not to mention President Ursula Von der Leyen herself. But with so many problems and sectors competing for attention, the campaign will have to be careful not to lose momentum. Hence the campaign’s call for the European startup ecosystem to unite around the initiative.

Rallying does seem well underway, in no small part by way of French startup and VC lobby organisation France Digitale. Its working document calling for a 28th regime was already in the works before the EU Inc campaign took off, and has now been endorsed by several other startup associations across Europe. 

This kind of national support could be key for success; but perhaps even more so, given the level of detail included in the proposal that France Digitale penned and amended after conversations with peers. For instance, co-author Antoine Latran pointed out to TechCrunch, it calls for a “regulation” rather than a directive to avoid unwanted differences in national transpositions. This is one of the lessons learned from the Societas Europaea, a cross-border legal form that France Digitale says “has proven to be virtually unworkable for startups, SMEs, and high-growth companies.”

EU Inc and its backers are certainly keen to draw from past experiences, including the Not Optional campaign that contributed to improving stock option policies in 11 European countries. Index Ventures partner Martin Mignot told TechCrunch while he and his team are enthusiasts for EU Inc, leading this previous campaign has shown it’s a long road: “With all things lobbying, you have to be willing to go the distance and keep on applying pressure.”

And some observers are concerned the aspiration for the European equivalent of a Delaware company structure will be dragged down by red tape and nation-states. 

“When it comes to the EU Inc, I have my serious doubts that the countries will be able to agree on a common standard which is simple to understand and most importantly not too bureaucratic,” specialist lawyer Steve Jeitler told TechCrunch. An Austria-based partner at law firm E+H Rechtsanwälte, he gave the example of the very different capital maintenance regimes across the EU countries.

“Applying the (strict) Austrian or German capital maintenance regime to each and every EU Inc,” Jeitler wrote, “would make it rather unattractive in countries with a ‘not so strict’ regime.” France Digitale addressed this specific point in its non-paper, calling for a “1€ company.”

Still, there will be many other similar hurdles along the way. “The devil is in the details, and that’s going to be where we’re going to be very, very watchful,” Mignot said.

Brexit is another can of worms, but Mignot is hopeful that the U.K. could still follow suit, “They could say, ‘Look, if you are an EU Inc, it works for us too.’” The EU Inc shares a similar outlook in its FAQ, noting that while “starting EU centric solutions has the biggest leverage,” its focus is “Europe, not the EU.”

Whether it’s Europe or the EU, there’s growing consensus that the region needs to take action not to stay behind. Says deep tech investor Michael Jackson: “Europe is in a much more competitive landscape than it was 30, 40, years ago, right? China is the big panda in the room. You’ve got other parts of the world that are starting to really grow their economies and focus on tech and innovation. Europe can’t be on the sidelines.”

With all that said, it’s hard to contain the enthusiasm of EU Inc campaigners like Klinger: “The crazy thing about all of this is it’s actually going to happen. […] This is us as an industry saying very clearly on one topic, very focused, not like a list of 20 requests, but like one thing, ‘This is important.’ Plus it can become a platform for other important things like stock options, exits, all this kind of stuff that’s very complex in Europe.”

Ever wondered why some of your Instagram videos tend to look blurry, while others are crisp and sharp? It’s because, on Instagram, the quality of your video apparently depends on how many views it’s getting. That’s according to a video AMA from Instagram head Adam Mosseri, in which he explained why some videos are lower-quality than others.

Here’s part of Mosseri’s explanation, from the video, which was reposted by a Threads user today:

In general, we want to show the highest-quality video we can … But if something isn’t watched for a long time — because the vast majority of views are in the beginning — we will move to a lower quality video. And then if it’s watched again a lot then we’ll re-render the higher quality video.

He continues, adding that the platform does this in order to “show people the highest-quality content we can.”

Instagram devotes more resources to videos from “creators who drive more views,” Mosseri wrote later in response to the Threads post containing the clip.

The shift in quality “isn’t huge,” Mosseri said in response to another Threads user, who’d asked if that approach disadvantaged smaller creators. That’s “the right concern,” he told them, but said people interact with videos based on its content, not its quality.

That’s consistent with how Meta has described its approach before. In 2021, the company projected it wouldn’t be able to keep up with the increasing number of videos uploaded to the platform. (Meta estimated last year that it served 4 billion video streams per day on Facebook.)

Meta wrote in a blog that in order to conserve computing resources for the relatively few, most watched videos, it gives fresh uploads the fastest, most basic encoding. After a video “gets sufficiently high watch time,” it receives a more robust encoding pass. Once it gets popular enough, Meta applies its most advanced (read: slowest, most computationally costly) processing to the video. The result, of course, is that the most popular creators tend to have the best-looking videos.