Rumor: Apple moving to new '3D-like' etched logo, starting with next-gen iMac

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As Apple's industrial design language continues to evolve, a new rumor claims the company will change the way it affixes the famous logo that adorns its products, moving to a new process that produces a "3D-like" mark.

The updated logo is said to "shine at the edges," which would be a departure from the current flat aesthetic employed throughout the product line. According to DigiTimes, it will be seen first on a new 27-inch iMac with Retina display that Apple is expected to debut at its event on Thursday.

The rumor should be taken with a grain of salt, however, as DigiTimes has a poor track record with respect to Apple rumors. But the claims will be put to the test quickly on Thursday, when Apple's presentation kicks off at 10 a.m. Pacific, 1 p.m. Eastern, and AppleInsider will be there live with full coverage.

Since Apple moved to its current design language — heavily featuring metal, rather than plastic — the company has added logos to many of its desktop products by cutting the logo's shape out of the rear casing, then adding a plastic insert. That is alleged to disappear in favor of a new "printed" style that uses "laser cutting and unique embedded technologies."

Apple's mobile devices have traditionally been an exception, featuring a logo that is integrated with their rear casing. The new iPhone 6 and iPhone 6 Plus, however, moved to a new cutout style that allowed for the addition of a flush-mounted stainless steel logo to the otherwise aluminum case.

The publication also reported on Wednesday that production of Apple's 12-inch MacBook Air with Retina display is expected to begin in November and said its sources expect it to be unveiled on Thursday. That seems unlikely, however, as the well-connected John Paczkowski of Re/code reported earlier this week that Apple will not in fact unveil a new Retina MacBook Air at the event.

In addition, noted analyst Ming-Chi Kuo of KGI Securities reported this week that the supposedly fan-less device will be delayed until next year as a result of supply issues with Intel's Broadwell processors. He believes that production of the new Retina MacBook Air won't begin until 2015.

Finally, in a separate report, DigiTimes said on Wednesday that Taiwan Semiconductor Manufacturing Co. is expected to build the new "A8X" processors rumored to be featured in the next-generation iPad Air. If true, this would come as no surprise, as TSMC is already building 20-nanometer A8 chips for Apple's iPhone 6 and iPhone 6 Plus.


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