My pals Myke and Jason are launching a new project:

The two of us, Myke Hurley and Jason Snell, have been discussing Apple in depth every week for more than a decade on the Upgrade podcast. We want to go further, creating a podcast series that’s dedicated to telling stories from across all five decades of Apple history. This is a big reach for us, requiring a significant outlay of our time and the time of our audio editor. We have the knowledge and skills—but we need your help to make it happen.

Designed in California will consist of at least 30 episodes dropping over 12 months, looking at a wide range of Apple history, drawing from the best sources available.

Jason Snell at Six Colors:

We’re using Kickstarter for this project because researching and writing these scripts is quite labor-intensive, and I was hesitant to make that time commitment in the hope we would eventually build up enough of an audience to justify the large workload. We’ve set a goal that would allow us to generate thirty 30-to-45-minute episodes over the course of a year, with our first stretch goal to raise that number to a full fifty episodes in a year.

This is going to be very, very good.

Stephen Hackett returns to the show to help me make sense of a problem that is hard even to describe, let alone solve, regarding Apple One, family sharing, a separate Media & Purchasing account, and iCloud storage space. Also: what we’re expecting from WWDC 2026.

These tests are designed to test the rocket’s fuel system and motors by firing them when the rocket is clamped down to the launchpad. Thankfully, it seems that no one was hurt.

Eric Berger has more at Ars:

The company has launched New Glenn three times, during each of which the first stage performed well. The company had already demonstrated the ability to land the New Glenn first stage, and impressively reused it in April for the first time.

During that third flight, carrying the Blue Bird 7 satellite, an upper stage issue caused the mission to fail. However the company responded rapidly to the in-flight failure and returned to the launch pad in less than two months this week. The first stage for this mission, nicknamed No, It’s Necessary, was making its debut launch.

Prior to this launch attempt Blue Origin had in its inventory two first stages and about six New Glenn upper stages completed, and it was poised to break into a monthly launch cadence. By all accounts, the rocket was viewed as a major success for a company which, for so long, had seemed to plod along. New Glenn’s success catapulted the company to the upper echelon of spaceflight enterprises in the world. That Blue Origin was on the precipice of accelerating further makes this setback all the more painful.

It’ll take some time to learn what happened to this New Glenn rocket, but the impact of its failure may be wide-reaching.

This is a potential setback to NASA, which just this week announced Blue Origin will play a strategic role in its every-changing plans for a lunar return.

This is also a potential setback for United Launch Alliance’s Vulcan rocket, which uses the same BE-4 engines that may be at the center of last night’s disaster.

Stephen has been blogging, Myke has been shopping, and Federico has been… CLI’ing.

Reports and rumors suggest the next MacBook Pro that Apple will release might not be a MacBook Pro at all. It could actually be something altogether new and more exciting – a “MacBook Ultra” – positioned above the Pro as Apple’s top-tier laptop, suggesting that the current M5 Pro and M5 Max models will remain on sale when it launches.

The MacBook would be just the latest Apple product to carry the Ultra name, which already spans the Apple Watch Ultra and CarPlay Ultra (not forgetting Apple’s top-end Ultra-designated silicon chips). This is likely to bring a markedly higher price point for the new machines. It fits into a broader trend at Apple, where the company is seeking to offer more models at more price points, such as the new MacBook Neo at an unprecedented $599 price point.

This could be a very exciting machine. It’s rumored to come with a Dynamic Island, a thinner design,¹ M6-class processors, and of course, a touch-enabled OLED display.

Mark Gurman reported on much of this back in March:

Even with the new display, Apple won’t position the MacBook Pro as an iPad replacement — or describe its interface as a touch-first experience. Instead, the idea is to let customers use the touch input as much or as little as they’d like, and blend it with the familiar point-and-click approach.

To that end, the new MacBook Pro looks similar to the current model, including a full keyboard and large trackpad. Still, the Mac will gain a refreshed, dynamic user interface that can shift between being optimized for touch or point-and-click input, said the people.

For instance, if users touch a button or control, the interface will bring up a new type of menu surrounding their finger that provides more relevant options for touch commands. The goal is to give users the controls that make the most sense based on whether they’re touching or clicking.

The software will also display the most appropriate set of controls based on users’ prior interaction. And if a person taps an item in the menu bar at the top of the screen, the set of controls will enlarge to be more easily selectable with a finger.

I cannot wait to see (and touch!) what Apple has been up to here. However, this machine is probably going to be more expensive than the current MacBook Pro models on sale, and it’s likely the MacBook Pro as we know it today will still be around.

That could lead to confusion. Imagine walking into an Apple Store or Best Buy or Costco and being confronted with two very different machines with the same name. That may fly with some other OEMs, but not Apple. Hence, the “MacBook Ultra” idea. Giving this new machine a new suffix would help clear things up.

But that leads to problems. Surely this machine’s OLED panel and other features will roll down to other machines in the future. Would Apple keep the Ultra around then, hopefully with even newer features? Does the name imply that the Ultra is more powerful than the Pro, leaving the latter with older or lesser chips over time? Does Apple really need a fourth laptop line?

It turns out that Apple solved this 14 years ago when it rolled out a machine many of us came to love:

Apple today unveiled an all new 15-inch MacBook Pro featuring a stunning Retina display, all flash storage and quad-core processors in a radically thin and light design. Measuring a mere 0.71 inches and weighing only 4.46 pounds, the completely redesigned MacBook Pro sets a new standard in performance and portability for pro users

“The MacBook Pro with Retina display pushes the limits of performance and portability like no other notebook,” said Tim Cook, Apple’s CEO. “With a gorgeous Retina display, all flash architecture and a radically thin and light design, the new MacBook Pro is the most advanced Mac we have ever built.”

The MacBook Pro with Retina display had a wordy name, but the strategy worked. Shopping for a MacBook Pro in the summer of 2012 was pretty simple:

The system continued to work into the fall when the 13-inch MacBook Pro with Retina display rolled out:

I don’t know if Apple will look to its past to solve this problem or not. Calling this machine the “MacBook Pro with Touch” — or something better that Joz comes up with — would work long enough for every MacBook Pro to become a bit more ultra.

I like some things about the exterior design, even if the profile has huge Magic Mouse energy. There are little nods to Ferraris past in the design, but there’s no doubt its a big change from its predecessors. Even the interior is wildly new. This car has seen a lot of hate online, but I don’t think it is as bad as most folks do, it seems.

MKBHD got to take a closer look:

With an eye-watering $600,000 price tag, this video may be as close as I get to a Luce, at least until Doug DeMuro gets to review one.

Jony Ive’s involvement is super interesting, given that 1) he’s the most famous designer in the world and 2) Apple’s car project never saw the light of day. Cleo Abram got to interview him and Ferrari Chief Designer Flavio Manzoni about the Luce:

Update: Well, kinda fixed.

Apple has announced new accessibility features coming to iOS, Google has announced … a lot of things… at IO, and Federico has announced Shortcuts Playground. (Myke and Stephen don’t have anything to announce.)

First, this bit from Lora Kolodny:

The company breaks down its business into three units: Space, Connectivity and AI. Connectivity includes the Starlink satellite internet service, which is sold directly to consumers, as well as to government and military agencies.

According to the filing, Starlink generated $3.26 billion in revenue in the latest quarter, accounting for 69% of the total. The company now boasts about 10.3 million Starlink subscribers.

Connectivity is also the only profitable part of the company. The space business lost $619 million in the quarter on an operating basis, and AI unit lost $2.5 billion. Connectivity recorded a profit of $1.19 billion.

Ashley Capoot has more about how Memphis plays a part in this:

Anthropic will pay SpaceX $1.25 billion per month through May 2029 as part of the compute deal the companies announced earlier this month, according to the filing.

The AI company will use all of the compute capacity at SpaceX’s Colossus 1 data center in Memphis, Tennessee, the companies announced previously. Anthropic will get access to more than 300 megawatts of compute capacity, and also “expressed interest” in working with SpaceX to develop multiple gigawatts of capacity in space.

Depending on how the IPO goes, the combined enterprise could be worth trillions of dollars, even though it lost a casual $4.9 billion last year. Those are not even the wildest numbers in the paperwork, as spotted by Thomas Ricker and Emma Roth:

It’s also telling them that SpaceX has “identified the largest actionable total addressable market (TAM) in human history,” potentially worth $28.5 trillion, with $370 billion from space, $1.6 trillion in connectivity with Starlink Broadband and Starlink Mobile, and $26.5 trillion in AI, which includes AI infrastructure, subscriptions, advertising, and $22.7 trillion in enterprise applications.

Asa Fitch at the WSJ:

The number isn’t too far off from the U.S.’s gross domestic product last year and would be about a quarter of 2025 global GDP.

Maybe after going public — as soon as next month — SpaceX could afford to restart that water treatment plant that xAI promised to build.

The BOOK II is a portable Apple II (Plus) compatible computer, redesigned using standard TTL chips and equipped with ROMs from early Apple II compatibles or clones. Beyond its core Apple II functionality, it integrates several built-in enhancements: an 80-column video card, a 16KB Language Card, a Z80 Softcard, a printer controller, and a Disk II compatible controller.

As a portable computer, the BOOK II features a built-in lithium battery, an RGB LCD, and a low-profile mechanical keyboard. It supports original Apple Disk II floppy drives as well as floppy drive emulators.

Oh mama:

The feature list is pretty great:

• CPU: 6502
• SRAM: 48KB (+16KB)
• Z80 Softcard
• 80 Column Video Card
• 16KB Language Card RAM
• Disk II controller
• Printer Interface
• RGB Display
• Mechanical keyboard
• Lithium battery (4x18650)
• Expansion Bus Support (Slot 5)

At $550, this is an expensive little machine, but one that I very much want.

My copy of the book arrives today and I couldn’t be more excited to read it.

In the AI world, there are what the tech scholar Kate Crawford has called the “Great Houses of AI.” These are Microsoft, Amazon, Google, and Meta — giant tech monopolies which happen to also be four of the six top US corporations by market value.

Then there are the lesser houses, the lower fiefdoms squabbling over the crumbs that fall from the big kids’ table. This is where we find Elon Musk’s xAI. Though the world’s richest man has pumped billions of dollars into his pet AI project, it seems all the money in the world can’t buy customers — or even respect, for that matter.

According to the Wall Street Journal, new data shows the growth of xAI’s two-year old chatbot, Grok, has stagnated. Though Musk succeeded in giving Grok a temporary boost after integrating the thing into his social media site X, formerly Twitter, new monthly downloads have fallen from over 20 million in January to just 8.3 million in April.

Here’s a bit from that WSJ piece, written by Georgia Wells:

“In a survey of more than 260,000 U.S. consumers and workers who use AI, the percent of respondents who said they paid for Grok remained mostly flat at 0.174% in the second quarter of 2026 versus 0.173% a year ago, according to research firm Recon Analytics. More than 6% of respondents said they paid for ChatGPT.”

“OpenAl is Coke, Anthropic is Pepsi and Grok is RC Cola,” said Ben Pouladian, an engineer and tech investor based in Los Angeles. “I never really saw people drinking it.”

Pouladian, as the WSJ reports, “drives a Tesla and is active on X.”

The bubble may yet burst, but even if it doesn’t fully pop, I think these smaller companies are clearly in trouble. Between content and environmental issues, I’m all for xAI going first. Other companies could take over its remaining property in Memphis, hopefully being better stewards of the natural resources that make the Mid-South such a desirable location for data centers.

This is exactly why xAI was merged into SpaceX. The former may be bleeding money and losing users, but SpaceX generates enough cash that a lot of the bad can get washed away.

Elon Musk’s xAI is running nearly 50 natural gas turbines at its Mississippi data center, power plants that the state is currently not regulating thanks to a loophole.

The power plants are considered “mobile” by the state of Mississippi because they are sitting on flatbed trailers, thus allowing them to dodge to air pollution regulations for one year. The NAACP, which has filed a lawsuit on behalf of residents in the area, says the unchecked emissions from the turbines is worsening air quality in an already polluted region. This week, it asked the court for an injunction against xAI.

These turbines power xAI’s second data center in the Memphis area. The first was recently leased to Anthropic.

Currently, xAI has a permit for 15 turbines at the site, but as Alex Rozier writes, the company is running a lot more than that:

XAI now has 46 “temporary-mobile” turbines at its Mississippi facility, according to the Mississippi Department of Environmental Quality, up from 18 turbines when it first arrived last year.

The computer system aboard the current Artemis II lunar space mission is from a different world that the one from the Apollo era. Apollo astronauts navigated to the lunar surface using a computer with a 1-MHz processor and roughly 4 kilobytes of erasable memory, supported by a larger store of fixed “rope” memory. While it was a marvel of 1960s engineering, the Apollo Guidance Computer’s functional scope was focused and not in the control loop for every system. Critical environmental and power controls were managed through manual or electromechanical means, such as switches and relays.

This month’s Artemis II mission carrying a crew of four around the Moon for the first time in over 50 years is supported by one of the most fault-tolerant computer system built for spaceflight. Unlike Apollo, the Orion capsule’s computing architecture manages nearly all of the vessel’s safety-critical functions, from life support to communication routing.

When a mission is 250,000 miles from Earth, failure is unrecoverable. There are no runways for emergency landings and no technicians to swap out a fried motherboard. Every subsystem must be designed to survive cosmic-ray bit flips, radiation-induced latch-ups, and hardware faults without a single second of downtime.

I love stories about computers in space.

As far as I know, this is the first time the Dogcow has even been shown with more than two legs. This feels wrong.

Myke compliments Federico, and Stephen has gone down a rabbit hole with Casey Liss leading the way. Also: Apple continues to adjust its Mac lineup as the memory crisis drags on, and the guys have some jobs for John.

Samantha Kelly has more at Bloomberg:

The new device bears a striking resemblance to Whoop’s health tracker, featuring a soft fabric band with a battery and sensor pack underneath. One big difference is the business model: an upfront cost to buy the hardware and an optional $10 per month Google Health subscription. Whoop doesn’t charge for its hardware but instead has an annual subscription fee that begins at $200.

The Fitbit Air may appeal to users seeking a simpler alternative to the Apple Watch — one with fewer distractions and notifications — or a cheaper option than rival health trackers. The popular Oura Ring health tracker, sold by Oura Health Oy, starts at $349, while the cheapest smartwatch from Apple Inc., the SE 3, is $249. Many of Google’s existing Fitbits cost over $100, while its Pixel Watch 4 is $349.

Oura rings and Whoop bands¹ can both sync data with Apple’s HealthKit. Google is launching a new Health app² that the company says can accept data from HealthKit:

You can connect third-party data sources to the Google Health app to keep your health and fitness data in one place. This allows you to track your progress across multiple platforms like Android Health Connect, Apple Health, and other third-party apps. Once your data is connected, you can see all your data in one place, and ask Google Health Coach questions about your fitness and health data.

Hopefully that sync is actually bidirectional.

The Fitbit Air, at its low price of $99, is certainly intriguing. Even if it syncs with HealthKit, I think a lot of iPhone users would look to Apple for a product like this. I hope it becomes popular to a point that Apple takes notice and builds the fitness band of my dreams.

SpaceXAI has signed an agreement with Anthropic to provide access to Colossus 1, one of the world’s largest and fastest-deployed AI supercomputers.

Built from the ground up in record time, Colossus delivers unprecedented scale for AI training, fine-tuning, inference, and high-performance computing workloads. Colossus 1 features over 220,000 NVIDIA GPUs, including dense deployments of H100, H200, and next-generation GB200 accelerators. The cluster delivers extreme parallel performance for large language models, multimodal systems, scientific simulations, and generative AI at frontier scale.

Anthropic plans to use this additional compute to directly improve capacity for Claude Pro and Claude Max subscribers.

Anthropic confirmed the news via an unsigned press release:

We’ve agreed to a partnership with SpaceX that will substantially increase our compute capacity. This, along with our other recent compute deals, means that we’ve been able to increase our usage limits for Claude Code and the Claude API.

…and included a detail that SpaceXAI¹ left out:

We’ve signed an agreement with SpaceX to use all of the compute capacity at their Colossus 1 data center. This gives us access to more than 300 megawatts of new capacity (over 220,000 NVIDIA GPUs) within the month. This additional capacity will directly improve capacity for Claude Pro and Claude Max subscribers.

Let me repeat part of that for emphasis:

We’ve signed an agreement with SpaceX to use all of the compute capacity at their Colossus 1 data center.

As a native Memphian who has watched xAI pollute our air, make tools for creating horrific content, and go back on its word to local leaders, this is both infuriating and hilarious.

Colossus 2 is up and running and Musk says xAI no longer needs the first site.

Russell Brandom has more at Techcrunch:

In the short term, there’s an obvious logic at work. xAI’s existing products are mostly focused on Grok, which has seen plummeting usage since the image generation debacles earlier this year. If xAI’s data center buildout is that much more than what Grok needs to operate, partnering with Anthropic adds a lot of green to the balance sheet. This is especially useful as the company, now combined with SpaceX, speeds towards an IPO. More broadly, having Anthropic lined up as a customer makes it easier to believe that SpaceX’s orbital data center play might actually work.

But beyond the short-term benefit, the Anthropic partnership sends an unusual message about where Elon Musk’s priorities really lie. It suggests the company’s real business may be more about building data centers than training AI models.

I wonder if this is the reason the planned water treatment plant for the first site is now on hold. If xAI isn’t operating Colossus 1, the company may want out of it, despite previous comments.

Anthropic seems to be backed into a corner when it comes to capacity. I can’t imagine everyone there was super pumped to be associated with xAI, and the partnership will certainly cause some to sour on the company and its products.

I don’t know if Anthropic will have any real presence in Memphis. Some may see this as a chance for a bit of a reboot when it comes to the public relation issues xAI has faced here, but it I don’t have high hopes for that. Anthropic is merely leasing capacity, not taking over the data center outright.

Even if Colossus 1 were to change hands, the only meaningful thing Anthropic could do (from an environmental standpoint) would be to get the water treatment plant back on track. The site isn’t going to be able to move to cleaner energy anytime soon, no matter what chatbot is running on its servers.

Claude customers will see a benefit, and SpaceX’s books will look a little better, but that’s all the change I see coming with this news.

Original post updated to reflect the news that xAI had already moved to its Colossus 2 site.

In honor of Tim Cook’s pending retirement, Federico, Myke, and Stephen rank some of his quotes from the last 15 years.

This was quite the trip down memory lane.

Nick Heer has more:

It is also a tribute to publicly available data. Though the timeline includes some videos published to Instagram and YouTube, the vast majority are images from Flickr. NASA usually uploads them with EXIF data intact, and Flickr preserves it. NASA also provided the mission schedule and, even better, has a public API for the position of the Orion spacecraft at any given time. Which means Green was also able to correlate the photos with where they were taken along the craft’s trajectory.

But why are these images on Flickr? Anil Dash explains:

Here’s the TL;DR:

• Flickr comes from (and helped start!) the Web 2.0 era, which was based on users having control over their data
• Tools at that time began giving creators the power to decide what license they wanted to release their content under, including permissions about how it could be shared, used, or remixed
• Because the people who made platforms back then were users and creators themselves, they thought about the long term and wanted to be able to preserve people’s work
• After lots of corporate shuffling, Flickr ended up in the hands of a family-owned company, SmugMug, and they made the Flickr Foundation to preserve public photos for the next 100 years
• NASA’s images should only be on a service where they can be stored in full resolution, for the long term, dedicated to the public domain — which the other social media apps of today can’t do

Did you know that which astronaut took which photo is not public? Hank Green explains:

A previous version of this site showed some data on which astronaut took which photo, but it was brought to my attention that the four astronauts together agreed that they did not want credit for any photos taken on the mission. I’m somewhat conflicted about this because this project is about giving as much context as possible, but of course there is also something very beautiful about not wanting to take individual credit for something that was the result of so much collaboration.

An NBER study of nearly 6,000 CEOs and CFOs across the US, UK, Germany, and Australia found that roughly 90% of firms reported zero measurable impact on productivity or employment from AI over the past three years.

The average employee AI usage was 1.5 hours per week.

The average CEO AI usage was less than one hour per week.

Meanwhile, their companies are pouring money into the $690 billion AI infrastructure buildout that, according to Sequoia, needs $600 billion in annual revenue to justify itself (but currently generates maybe $50-100 billion).

Only one in five AI investments delivers any measurable ROI. Only one in 50 delivers transformational value. And 95% of enterprise AI pilots fail to escape the lab.

Mass shootings, threats against public officials, bombing attempts, and attacks on communities and individuals are an unacceptable and grave reality in today’s world. These incidents are a reminder of how real the threat of violence is—and how quickly violent intent can move from words to action.

People may also bring these moments and feelings into ChatGPT. They may ask questions about the news, try to understand what happened, express fear or anger, or talk about violence in ways that are fictional, historical, political, personal, or potentially dangerous. We work to train ChatGPT to recognize the difference—and to draw lines when a conversation starts to move toward threats, potential harm to others, or real-world planning.

We’re sharing what we do to minimize uses of our services in furtherance of violence or other harm: how our models are trained to respond safely, how our systems detect potential risk of harm, and what actions we take when someone violates our policies. We are constantly improving the steps we take to help protect people and communities, guided by input from psychologists, psychiatrists, civil liberties and law enforcement experts, and others who help us navigate difficult decisions around safety, privacy, and democratized access.

Maggie Harrison Dupré, writing at Futurism:

Reading it, someone with limited context would come away with the impression that the company was talking about concerns that were still theoretical: that it’s proactively trying to head off bad things that might happen.

That suggestion is bizarre, though, because the reality is that OpenAI’s flagship chatbot has already been linked to a wide range of real-world violence.

In fact, the most extraordinary thing that OpenAI neglected to mention was what almost certainly motivated the post in the first place: the company published the blog as news organizations — Futurism included — were reaching out to ask the company for comment on a new round of seven lawsuits it’s facing from the families of the victims of the February school massacre in Tumbler Ridge, British Columbia, which would be made public the next day.

Though the blog post made no mention of it, the Tumbler Ridge shooter was a ChatGPT user. Weeks after the tragedy rocked the rural town in February of this year, the Wall Street Journal revealed that back in June 2025, OpenAI’s automated moderation tools had flagged the shooter’s account for graphic descriptions of gun violence. Human reviewers were so alarmed that several pushed OpenAI leaders to alert local officials. Those leaders chose not to, and the company moved instead to deactivate that specific account; as OpenAI later admitted, though, the shooter simply opened a new account — a tactic that OpenAI’s customer service has been found encouraging users to do post-deactivation — and continued to use the service.

Last week, Sam Altman offered an apology to the Tumbler Ridge community, writing:

I want to express my deepest condolences to the entire community. No one should ever have to endure a tragedy like this. I cannot imagine anything worse in this world than losing a child. My heart remains with the victims, their families, all members of the community, and the province of British Columbia.

I am deeply sorry that we did not alert law enforcement to the account that was banned in June. While I know words can never be enough, I believe an apology is necessary to recognize the harm and irreversible loss your community has suffered.

I reaffirm the commitment I made to the Mayor and the Premier to find ways to prevent tragedies like this in the future. Going forward, our focus will continue to be on working with all levels of government to help ensure something like this never happens again.

Today I’m beyond delighted to announce the release of Pedometer++ version 8. I worked with legendary designer Rafa Conde to re-design the appearance and layout of the watchOS app to make it the most capable, yet intuitive, walking app on the App Store.

Pedometer++ has been on the Apple Watch from day one twelve years ago. Over that time I’ve built dozens of designs and features, today’s redesign learns from that journey and arrives at an incredible place.

The all-new step counter is both familiar and modern:

Expedition Mode is a new way to extend your Apple Watch’s battery life when on longer walks, hikes, or runs by disabling constant heart rate tracking and instead relying only on the basic heart rate tracking the Apple Watch provides. Based on our long-term testing, you can expect up to a 40 percent improvement in battery life with Expedition Mode. It’s wild.

The rest of the watchOS app has been overhauled as well. The workout screens have been redesigned, and the new maps are great. Here’s David again:

If you’re a premium subscriber when you start a workout you’ll be immediately brought to your new maps screen which shows your workout on a live updating map. This map will overlay your planned route, if selected.

This screen now features our completely custom dark mode map. I worked with a cartographer to design a map which looks perfectly at home on the Apple Watch, which is highly legible even at arms length and includes all the topographic and wayfinding information you need to keep you on track.

I mean… come on:

Over on MacStories, John Voorhees wrote:

Apple is due for an Apple Watch renaissance. It’s a great device, but my use of it hasn’t changed a lot over the years. I track workouts, check notifications and the weather, and, well, check the time.

What Pedometer++ shows is that there’s untapped potential there. Even before WWDC, there’s more room to experiment and delight Apple Watch users than most developers are taking advantage of. I wouldn’t be surprised if David senses an opportunity on the horizon, too.

David has been working on parts of this update for years, and it really shows. We couldn’t be prouder of how it turned out. Pedometer++ 8.0 is in the App Store now.