< PreviousBIG PICTURE 10 EDGE | July-August 2025 At WWDC 2025, Apple opts for modest software upgrades and limited AI features INCREMENTAL BY DESIGN Edge_July2025_10-11_Big Picture_13642666.indd 10Edge_July2025_10-11_Big Picture_13642666.indd 1030/06/2025 20:1330/06/2025 20:13BIG PICTURE EDGE | July-August 2025 11 Apple has learned the hard way that when it comes to artifi cial intelligence, less is more, at least for now. At this year’s Worldwide Developers Conference (WWDC), the company shifted course after last year’s overpromising and underdelivering, unveiling a series of incremental software updates while pushing a more measured vision of Apple Intelligence. Instead of showcasing revolutionary breakthroughs, last month’s developer keynote focused on refi nements. A design overhaul (dubbed Liquid Glass) introduces translucent icons and menus across iPhones, iPads, and Macs. The company also announced a new naming convention for its operating systems: starting this fall, version numbers will match the release year, beginning with iOS 26. It was a subtle but clear sign of a company aiming for stability over spectacle. The biggest no-show was a major revamp of Siri, which Apple had teased last year as a linchpin of its AI push. That update remains on ice. “This work needed more time to reach our high quality bar,” Craig Federighi, Apple’s software chief, said in a pre-recorded segment. “We look forward to sharing more about it in the coming year.” That timeline leaves Apple trailing rivals like Google and OpenAI, which are already integrating powerful AI assistants into mobile workfl ows. In contrast, the AI features Apple did roll out are modest, and likely more realistic. On-device AI models will power tasks like call screening, live language translation, and contextual data extraction within apps. Crucially, developers will be able to access these tools without routing user data to the cloud. This local-fi rst approach could appeal in privacy-conscious markets like the Gulf states, where data sovereignty is a growing concern. One standout feature, especially for business users, is the iPad’s newfound ability to run apps in resizable windows. It’s a step toward turning the iPad into more of a productivity device, aligning it closer to the Mac and refl ecting a broader industry shift toward hybrid form factors. While Apple still won’t put a touchscreen on its MacBooks (a choice that sets it apart from most Windows OEMs) this update nods to the convergence users have been demanding. WWDC 2025 was Apple in cautious mode—less hype, more housekeeping Edge_July2025_10-11_Big Picture_13642666.indd 11Edge_July2025_10-11_Big Picture_13642666.indd 1130/06/2025 20:1430/06/2025 20:14NEWS EDGE | July-August 2025 13 $499 The price of ‘T1 Phone’ The Trump Organisation has announced the launch of “Trump Mobile,” a new mobile phone service bundled with a gold-coloured handset, in the latest eff ort by the former U.S. president’s family business to grow its commercial ventures ahead of a potential return to the White House. Set to launch in August, the smartphone— dubbed the “T1 Phone”—will be sold for $499 and is described as “sleek” and “proudly designed and built in the United States.” The accompanying mobile service will cost $47.45 per month, a fi gure symbolically referencing Donald Trump’s positions as both the 45th and 47th president. According to the company, Trump Mobile will provide 5G connectivity by piggybacking on the networks of the three major U.S. telecom operators: AT&T, Verizon, and T- Mobile. The service will also include telehealth access and free international calling to more than 100 countries. Promoted as an “all-American service for our nation’s hardest-working people,” the launch forms part of a broader push by the Trump family to expand their global business footprint— a move that continues to raise questions about ethical boundaries as Trump once again seeks the presidency. While the Trump Organisation claims the T1 device is “built in the United States,” industry observers remain sceptical. No major smartphone manufacturers currently produce devices entirely within the U.S. In May, Trump threatened to impose tariff s of at least 25% on companies like Apple and Samsung if they did not shift production stateside. “Trump Mobile is going to change the game,” said Donald Trump Jr., executive vice-president of the Trump Organisation. “We’re building on the movement to put America fi rst, and we will deliver the highest levels of quality and service.” The announcement comes just days after a 200-page fi nancial disclosure from the U.S. Offi ce of Government Ethics revealed the ex tent of President Trump’s ongoing commercial activities. TRUMP UNVEILS SMARTPHONE CHEAPER THAN THE IPHONE Set to launch this August, Trump Mobile combines a gold handset and aff ordable pricing Edge_July2025_13-16_News_13645377.indd 13Edge_July2025_13-16_News_13645377.indd 1330/06/2025 20:1530/06/2025 20:15NEWS 14 EDGE | July-August 2025 90% The share of cybersecurity incidents in 2024 caused by phishing and impersonation attacks Aramex launched an AI-generated campaign to educate customers on identifying scams. The timely social media video directly addresses the alarming rise in fraud, such as parcel delivery scams ahead of the holiday season, targeting customers across the Middle East. Using AI to generate fake Aramex branding alongside authentic company materials, the campaign video teaches customers how to distinguish legitimate communications and know when they are being scammed. This innovative approach transforms a serious security concern into an engaging, educational experience that resonates with today’s digitally savvy consumers. Incidents of fraud have surged across key markets, refl ecting a broader global trend aff ecting customers of all major brands. Aramex customers regularly receive fraudulent SMS messages, emails, and social media communications from scammers impersonating the company, often requesting payment through unverifi ed links or soliciting personal information. Mike Rich, Group CMO at Aramex said, “With scams targeting our industry growing in volume and sophistication, traditional awareness methods simply weren’t cutting through the noise. With our edutaining awareness content, we hope customers can identify the scammers’ red fl ags. We adopted AI for the creatives in a classic case of fi ghting fi re with fi re, to expose these fakes and frauds. While our campaign specifi cally protects Aramex customers, it is a broader public service initiative relevant across all industries, as fraudulent communication tactics remain consistent regardless of the targeted brand.” Shahir Sirry, Global Creative Director at Aramex, explained the creative rationale: “Scammers are using increasingly artifi cial and fake methods to deceive customers, so we thought – what better way to highlight this than through deliberately artifi cial content? The irony is intentional, and hence more powerful. Businesses worldwide are grappling with increasingly sophisticated fraud attempts that exploit trusted brand relationships to deceive consumers. By sharing detection techniques and verifi cation methods, we aim to raise awareness that extends beyond our own customer base.” ARAMEX FIGHTS SCAM WITH AI-GENERATED ‘FAKE’ VIDEO “Fake vs. real” awareness campaign addresses the surge in fraudulent communications to customers Edge_July2025_13-16_News_13645377.indd 14Edge_July2025_13-16_News_13645377.indd 1430/06/2025 20:1530/06/2025 20:15NEWS EDGE | July-August 2025 15 Earlier this year at CES, Dell Technologies unveiled an impressive range of AI-powered PCs designed to transform both personal and professional computing. Now available in the UAE, this portfolio includes laptops, high-performance workstations and adaptable desktops. Dell has introduced three simple product categories to simplify customer choice based on core business needs. Dell, which is designed for play, school and work, Dell Pro is designed for professional-grade productivity and Dell Pro Max, designed for maximum performance. Dell has also made it easy to distinguish products within each of the new product categories, with a consistent approach to tiering that lets customers pinpoint the exact device for their specifi c needs. Above and beyond the starting point (Base), there’s a Plus tier that off ers the most scalable performance and a Premium tier that delivers the ultimate in mobility and design. In addition, as the AI PC market evolves and businesses prepare for the end of support for Windows 10 in October 2025, the importance of AI in modern organisations has been highlighted by its rapid adoption rate, with over 70 per cent of businesses already incorporating GenAI into their workfl ows. “Technology is advancing at an unprecedented pace, and staying ahead is essential for businesses looking to sharpen their competitive edge. With Generative and Agentic AI becoming board-level priorities, and data inferencing shifting closer to the edge, the PC is once again at the centre of productivity and innovation,” said Haidi Nossair, Senior Director, Client Solutions Group, META at Dell Technologies. The upcoming end of support for Windows 10 and the shif t to Windows 11 mark a pivotal opportunity for organisations to modernise their workplace with future-ready solutions. Dell’s cutting-edge portfolio of AI-powered PCs is purpose-built to boost performance, enhance security, and help businesses confi dently seize the opportunities of tomorrow.” added Haidi Nossair. DELL LAUNCHES AI-POWERED PC PORTFOLIO IN UAE New, simplifi ed PC portfolio delivers modern designs, long battery life and enhanced AI capabilities 70% The percentage of businesses already integrating GenAI into their workflows Edge_July2025_13-16_News_13645377.indd 15Edge_July2025_13-16_News_13645377.indd 1530/06/2025 20:1530/06/2025 20:15NEWS 16 EDGE | July-August 2025 Airbus Defence and Space has signed a Memorandum of Understanding (MoU) with Cluster 2 at the Paris Air Show to deliver next-generation digital solutions that enhance airport efficiency, security and collaboration across Saudi Arabia. The ceremony was attended by H.E. Abdulaziz Al-Duailej, President of the General Authority of Civil Aviation (GACA), Wouter Van Wersch, Executive Vice President of Airbus International, Gabriel Semelas, President of Airbus in Middle East and Africa, and Mr. Saad A. Alajlan, General Manager of Commercial Operations and Business Development at Cluster 2. The partnership will introduce advanced technologies, including Agnet Turnaround by Airbus, a smart platform that enables real-time coordination of airport operations. This will empower Cluster 2 to streamline workfl ows, enhance on-time performance and elevate the passenger experience across its network of 22 international and domestic airports. Through this MoU, Airbus and Cluster 2 aim to raise operational standards, improve situational awareness and drive seamless collaboration between ground staff , security teams and control rooms. “This partnership underscores our commitment to driving digital innovation in aviation. With Agnet Turnaround, we are enabling smarter, safer and more connected airports that align with the Kingdom’s vision for the future of transportation.”, said Antoun Farra, Managing Director of Airbus Defence and Space in Saudi Arabia. “Airports are vital gateways to the Kingdom, and digital transformation is at the heart of our strategy. Partnering with Airbus allows us to enhance safety, reduce response times and create a unifi ed operations ecosystem across our airports.”, commented Eng. Badr Al-Dalami, Chief Executive Offi cer of Cluster 2. With multiple communication and automation capabilities, Agnet Turnaround is a smart and secure solution which aims at solving daily operational challenges for aviation stakeholders. CLUSTER 2, AIRBUS ENHANCES SAUDI SMART AIRPORTS Signed at the Paris Air Show, the MoU will bring cutting-edge digital solutions to Saudi airports $80 BILLION Joint technology investments involving major US and Saudi firms Edge_July2025_13-16_News_13645377.indd 16Edge_July2025_13-16_News_13645377.indd 1630/06/2025 20:1530/06/2025 20:15SPOTLIGHT EDGE | July-August 2025 17 SPOTLIGHT EDGE | July-August 2025 17 For Padam Kafl e, Head of Innovation at Aster DM Healthcare, the key to success lies in rhythm, routine, and resolute values. His day starts well before sunrise and is anchored by discipline, devotion, and deliberate disconnection from work after hours. Here’s a look at the routine that keeps him balanced, focused, and driven by purpose PEOPLE A DAY IN THE LIFE 4:00 am The day begins early. I spend the fi rst 30 minutes checking on emails, WhatsApp, and pending notifi cations - a quiet moment to clear digital clutter before diving in. 4:30 am It’s time for my 5 AM Club ritual - 20 minutes of physical exercise, 20 minutes of reading or working on my doctoral thesis, and 20 minutes of deep meditation. 6:00 am With a warm cup of lemon tea, I begin prepping for the day - getting the kids up, helping them get ready for school, and dressing up for work. 6:50 am We hit the road in my SmartCar - smooth ride, zero traffi c. Kids get dropped off at school between 7:05 and 7:10 am, and I head straight to the offi ce. Do good. Be honest. Never compromise your integrity. Help others to the best of your capacity, without expecting anything in return 7:15 am My fi rst hour at the offi ce is golden. I focus exclusively on superintelligence data training, research, and exploration. From 8:15 am onward, it’s time for meetings, strategic tasks, and business as usual. 6:00 pm Dot on time, I leave the offi ce, and leave work behind. That boundary is non-negotiable. 7:30 pm I reach home by 7 pm and by 7:30 or 8, I have dinner with the kids, which is always a highlight of my day. I believe it’s about presence, not just the plate. 9:00 pm Hard stop. I’m in bed no later than 9 to ensure a full 7 hours of quality sleep. This rhythm fuels everything I do. Edge_July2025_17_Day in life_13644677.indd 17Edge_July2025_17_Day in life_13644677.indd 1703/07/2025 11:2603/07/2025 11:26NEWS 18 EDGE | July-August 2025 54 MILLION The number of teens globally enrolled on Teen Accounts Built with input from parents, psychologists, and safety experts, Instagram Teen Accounts introduce a set of built-in protections that limit who can contact teens, the content they can see, and how much time they spend on the platform. Teens under 16 will automatically be placed into Teen Accounts and will need parental or guardian approval to change any of the protective settings to be less strict. Globally, more than 54 million teens have already been enrolled into Teen Accounts, with 97 per cent of teens ages 13-15 electing to remain in these protections. Early feedback from both teens and parents has been overwhelmingly positive, over 90 per cent of parents surveyed saying the protections are helpful. “Teen Accounts were designed to give parents peace of mind so that their teens can use social media to connect with their friends and explore their interests, without having to worry about unsafe or inappropriate experiences. We’re excited to bring these features to the Middle East from today,” said Sylvia Musalagani, Safety Policy Manager, AMET. Key protections off ered with Teen Accounts include that these accounts are set to private, and teens under 16 can only change this default setting with help from a parent or guardian. Teen Accounts are also automatically set so Teens can’t be messaged by anyone they’re not already connected to. Teens will automatically be placed in the most restrictive setting of the sensitive content control, limiting their exposure to sensitive content in Explore and Reels. Teens can only be tagged or mentioned by people they follow. The strictest version of the anti-bullying feature, Hidden Words, will also be enabled by default to fi lter out off ensive language in comments and DM requests. Teens will receive notifi cations prompting them to exit the app after 60 minutes of daily usage. Sleep mode will be enabled from 10 PM to 7 AM, muting notifi cations and automatically sending replies to DMs overnight. The announcement comes as part of Meta’s broader commitment to supporting digital wellbeing and online safety, especially among younger users in the region. META LAUNCHES INSTAGRAM TEEN ACCOUNTS IN UAE These accounts will transform how teens experience Instagram by placing them in the most protective content and privacy settings by default Edge_July2025_18_News_13647459.indd 18Edge_July2025_18_News_13647459.indd 1830/06/2025 20:1730/06/2025 20:17QUOTES EDGE | July-August 2025 19 IN THEIR WORDS… Sustainability is about business continuity. It’s about resilience. It’s about ensuring we’re building for tomorrow, not just shipping for today It’s not enough to just build a product or solution—you need to build something that resonates with the people who will use it By combining the ‘who’ and the ‘what,’ we can transform robust data into actionable insights, signifi cantly enhancing productivity Simplicity takes hard work Dan DeBacker Senior Vice President Product Management at Extreme Networks Andrew Hanna CEO of ZainTECH Di-Ann Eisnor Chief Strategy Offi cer at WakeCap Chris Shayan Head of AI at Backbase Edge_July2025_19_Quotes_13640216.indd 19Edge_July2025_19_Quotes_13640216.indd 1930/06/2025 20:1730/06/2025 20:17Next >