For about a decade, it seemed like Netflix wouldn’t stop growing. The company became synonymous with the idea of streaming itself: cozy nights in and binge-watching, setting a high standard for the rest of the industry. The company released a mountain of original content as its subscriber count only continued to soar, bringing its market cap to a peak of more than $300 billion in 2021.
Technology
Netflix is different now — and there’s no going back
/cdn.vox-cdn.com/uploads/chorus_asset/file/23951363/STK072_VRG_Illo_N_Barclay_2_netflix.jpg?ssl=1 "Netflix is different now — and there’s no going back")
But executives made some complete reversals when the company started shedding subscribers in 2022, and nothing’s been the same since. Netflix had to make changes — and fast — if it wanted to keep investors happy. That year, Netflix did something co-founder Reed Hastings continuously rejected: it launched a cheaper, ad-supported tier with the goal of attracting a new pool of subscribers, while cashing in on the money earned from advertisers.
Despite a slow start, Netflix’s ad-supported tier garnered 5 million subscribers in just six months. The plan is now one of Netflix’s most popular tiers, as its latest earnings report revealed that 40 percent of new subscribers are choosing the cheaper option. Netflix has only continued building out the plan, adding 1080p video and the ability to watch two streams simultaneously. But the company’s plan to reverse a dwindling subscriber base didn’t end there.
“Netflix is very aware of the fact that they’re one of the very few must-have streaming brands for a lot of households.”
The streamer took things a step further by cracking down on password sharing, something Netflix is now notoriously known for embracing in a 2017 tweet. The move didn’t do much to improve morale in a subscriber base hit with frequent price hikes, and yet, it still seems like it’s working in Netflix’s favor. Shortly after the start of the crackdown, Netflix said paid sharing resulted in more signups than cancellations and also led to higher revenue.
Netflix has only continued to push the envelope with another price hike last fall (its third in three years). It also stopped letting subscribers sign up for its cheapest, $11.99 per month ad-free plan. It’s now moving to get rid of the plan completely for those who already signed up as part of its attempt to push users toward its $6.99 per month ad-supported plan or its $15.49 per month standard tier.
While that might seem counterintuitive to point users to the least expensive tier, ads are a big part of Netflix’s business now.
Last year, the company said it already saw a higher revenue per customer on its ad-supported plan, as opposed to its $15.49 ad-free plan, which means its $11.99 per month basic plan likely isn’t doing much for Netflix’s bottom line. During an earnings call this week, co-CEO Greg Peters said the company’s top priority in its advertising business is “scale.” To Netflix, that means “making the ads plan more attractive” and “shifting our plans and pricing structure and other places where we think it’s appropriate.”
Then there’s Netflix’s $5 billion deal for WWE Monday Night Raw. Sources tell CNBC that Netflix won’t show ads during Raw for subscribers to its ad-free tier. If true, users on Netflix’s $6.99 plan would still have commercials during the three-hour-long show, creating yet another revenue driver for the streamer.
“WWE content is used to a younger demographic that allows Netflix to reach perhaps portions of the greater audience that it will not be able to reach through lower price alone,” Paul Erickson, the founder and principal of Erickson Strategy & Insights, tells The Verge. “When viewed against their other recent move to eliminate the lowest priced ads-free tier, I would say that they are looking to, much like the rest of the industry… improve their bottom lines.”
And Monday Night Raw isn’t your traditional type of sports broadcast — it’s “sports entertainment,” as Netflix co-CEO Ted Sarandos put it on the company’s last earnings call. That’s a plus for Netflix, according to Erickson, because it increases engagement, meaning “people who watch it tend to keep watching.” Erickson also points out that, unlike traditional sports, WWE isn’t seasonal, so Netflix can keep streaming it throughout the entirety of the 10 years it signed up for — and users interested in watching will stay subscribed without offseason breaks that can prompt cancellations.
All of these changes add up to a very different Netflix than the one we saw a few years ago. Netflix isn’t being shy about what it’s doing, either, in part because it can’t be. After years of vying for subscribers, streaming services now need to prove that they’re actually profitable. That has led streamers — not just Netflix — to issue price hikes and combine their services into a singular app, like Max and Disney Plus with Hulu. “Netflix is very aware of the fact that they’re one of the very few must-have streaming brands for a lot of households,” Erickson says. “They need to keep that title as a must-subscribe service even in the face of aggressive competition.”
Netflix is no longer synonymous with streaming partly because it’s not the only game in town anymore. But even the Netflix that exists today is a far cry from what it once was, and it’s bound to keep pushing further away from that original vision. That ideal of a streamer was buoyed by an ever-rising stock price, which has since come back down to reality. As for what that future means for streaming — whether it will soon become a mixture of live and on-demand content with ads — one thing is clear: Netflix’s rapid evolution is allowing the company to stay ahead in a more competitive industry than ever, and there’s no turning back from here.
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Microsoft Edge is adding a new feature that will allow its Copilot AI chatbot to gather information from all of your open tabs. When you start a conversation with Copilot, you can ask the chatbot questions about what’s in your tabs, compare the products you’re looking at, summarize your open articles, and more.
In its announcement, Microsoft says you can “select which experiences you want or leave off the ones you don’t.” The company is retiring Copilot Mode as well, which could similarly draw information from your tabs but offered some agentic features, like the ability to book a reservation on your behalf. Microsoft has since folded these agentic capabilities into its “Browse with Copilot” tool.
Several other AI features are coming to Edge, including an AI-powered “Study and Learn” mode that can turn the article you’re looking at into a study session or interactive quiz. There’s a new tool that turns your tabs into AI-powered podcasts as well, similar to what you’d find on NotebookLM, and an AI writing assistant that will pop up when you start entering text on a webpage.
You can also give Copilot permission to access your browsing history to provide more “relevant, high-quality answers,” according to Microsoft. Copilot in Edge on desktop and mobile will come with “long-term memory” as well, which can tailor its responses based on your previous conversations. And, when you open up a new tab, you’ll see a redesigned page that combines chat, search, and web navigation, along with the Journeys feature, which uses AI to organize your browsing history into categories that you can revisit.
Meanwhile, an update to Edge’s mobile app will allow you to share your screen with Copilot and talk through the questions about what you’re seeing. Microsoft says you’ll see “clear visual cues” when Copilot is active, “so you know when it’s taking an action, helping, listening, or viewing.”
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If you bought a newer iPhone because Apple made Siri sound like it was about to become your personal artificial intelligence sidekick, you may want to pay attention.
Apple has agreed to pay $250 million to settle a class-action lawsuit over claims that it misled customers about new Apple Intelligence and Siri features. The case centers on the iPhone 16 launch and certain iPhone 15 models that were marketed as ready for Apple’s next wave of AI. The settlement still needs court approval, and Apple denies wrongdoing.
The lawsuit argues that Apple promoted a smarter, more personal Siri before those features were actually available. For some buyers, that was a big deal. A new iPhone can cost hundreds of dollars, and many people upgrade only when they think they are getting something meaningfully new.
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WHY IPHONE USERS ARE THE NEW PRIME SCAM TARGETS
U.S. buyers of certain iPhone 16 and iPhone 15 Pro models may qualify for payments if a judge approves Apple’s proposed settlement. (Getty Images)
What Apple is accused of promising
Apple introduced Apple Intelligence in June 2024 and promoted it as a major step forward for iPhone, iPad and Mac. A key part of that pitch was a more personalized Siri that could understand context, work across apps and help with everyday tasks in a more useful way.
The lawsuit claims Apple’s marketing made consumers believe those advanced Siri features would arrive with the iPhone 16 or soon after. Instead, buyers received phones that had some Apple Intelligence tools, but not the full Siri overhaul that many expected.
That gap is the heart of the case. Plaintiffs say customers bought or upgraded devices based on AI features that were not ready. Apple says it has rolled out many Apple Intelligence features and settled the case, so it can stay focused on its products.
How much money could iPhone owners get?
The proposed settlement creates a $250 million fund. Eligible customers who file approved claims are expected to receive at least $25 per eligible device. That amount could rise to as much as $95 per device, depending on how many people file claims and other settlement factors.
That means this will not be a huge payday for most people. Still, if you bought one of the covered phones, it may be worth watching for a claim notice. A few minutes of paperwork could put some money back in your pocket.
Which iPhones may qualify?
The proposed settlement covers U.S. buyers who purchased any iPhone 16 model, iPhone 15 Pro or iPhone 15 Pro Max between June 10, 2024, and March 29, 2025.
Covered iPhone 16 models include the iPhone 16, iPhone 16 Plus, iPhone 16 Pro, iPhone 16 Pro Max and iPhone 16e. The settlement also includes the iPhone 15 Pro and iPhone 15 Pro Max, but not every iPhone 15 model.
The key details are the device model, the purchase date and whether the phone was bought in the United States.
HOW YOU CAN GET A SLICE OF APPLE’S $250M IPHONE SETTLEMENT
Apple has agreed to pay $250 million to settle claims it misled customers about Apple Intelligence and Siri features on newer iPhones. (Michael Nagle/Bloomberg)
How will you file a claim?
You do not need to do anything immediately. The settlement still needs a judge’s approval. Once the claims process opens, eligible customers are expected to receive a notice by email or mail with instructions on how to file through a settlement website.
That notice matters because scammers love moments like this. A real settlement notice should not ask for your Apple ID password, bank login or payment to claim your money. If you receive a message about this settlement, do not click blindly. Go slowly, check the sender and look for the official settlement administrator details once they are available.
Why this case matters beyond one Siri feature
This case hits a bigger nerve. Tech companies are racing to sell AI as the next must-have feature. That creates a problem for shoppers. You are often asked to buy now based on what a company says will arrive later.
That can be frustrating when the feature is the reason you upgraded. A smarter Siri sounds useful. A phone that can understand your personal context, search across apps and help with daily tasks could save time. But if those tools are delayed, limited or missing, the value of the upgrade changes.
This settlement also sends a message about AI marketing. Companies can talk about future features, but consumers need clear timing and plain explanations. “Coming soon” can mean very different things when you are spending $800, $1,000 or more.
We reached out to Apple for comment, but did not hear back before our deadline.
FIRST 15 THINGS TO DO OR TRY FIRST WHEN YOU GET A NEW IPHONE
Apple denies wrongdoing but agreed to settle claims tied to its marketing of Apple Intelligence and Siri features. (Qilai Shen/Bloomberg)
What this means to you
If you bought a covered iPhone during the settlement period, keep an eye on your email and regular mail. You may qualify for a payment if the court approves the deal.
You should also keep your receipt or proof of purchase if you have it. Your Apple purchase history, carrier account or retailer receipt may help if the claim process asks for details.
More broadly, this is a reminder to treat AI features like any other big tech promise. Before you upgrade, ask one simple question: Can the feature do what is being advertised today, or is the company asking me to wait?
That question can save you from buying a device for a future feature that may arrive much later than expected.
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Kurt’s key takeaways
Apple has built its brand on making technology feel polished, personal and easy to use. That is why this Siri settlement hits a nerve. People were buying phones they use every day for texts, photos, directions, reminders and everything in between. Many expected AI to make those everyday tasks easier, which is why the delay felt frustrating. The proposed payout may be modest, but the bigger issue is trust. When a company sells AI as a reason to upgrade, customers deserve to know what actually works now and what is still coming later.
Would you still buy a new phone for promised AI features, or would you wait until they actually show up? Let us know by writing to us at CyberGuy.com.
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Instagram is once again cribbing from competitors like Snapchat and BeReal with a new photo-sharing format it calls “Instants,” which are ephemeral photos that you can’t edit and that you can only share with your close friends or followers that follow you back. Instants are available globally beginning on Wednesday as a feature in the inbox in the Instagram app and as a separate app that’s now in testing in select countries.
To access Instants from the Instagram app, go to your DM inbox and look in the bottom-right corner for an icon or a stack of photos. After you post a photo, your friends can emoji react to it and send a reply to your DMs, but after they see it, the photo disappears for them. Instants also disappear after 24 hours, and they can’t be captured in screenshots or screen recordings.
However, your Instants will remain in an archive for you for up to a year, and you can reshare them as a recap to your Instagram Stories if you’d like. You can also undo sending an Instant right after you post it or delete it from your archive.
The Instants mobile app, which popped up in Italy and Spain in April, gives you “immediate access to the camera” and only requires an Instagram account, Instagram says. “Instants you share on the separate app will show up for friends on Instagram and vice versa. We’re trying this separate app out to see how our community uses it, and we’ll continue to evolve it as we learn more.”
Instagram, in its testing, has seen that people “tend to use Instants to share much more casual, much more authentic moments about their day,” according to Instagram boss Adam Mosseri. “And we know that this type of sharing of personal moments with friends is a core part of what makes Instagram Instagram, but we also know that a lot of people don’t really share a lot to their profile grids anymore.”
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