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Technologies

iPhone Air vs. Galaxy S25 Edge: Thin Phone Battle

If you’re looking for a less-chunky phone to carry all day, Apple and Samsung have new slim options. Here’s how they compare.

Super-thin phones carry a lot of appeal without a lot of bulk. They’re lighter than many counterparts, more comfortable to hold and let’s not forget how great they look. And although they remain a niche category, the Apple iPhone Air and Samsung Galaxy S25 Edge are also paving the way for the slim technology that makes the Galaxy Z Fold 7 and rumored iPhone Fold possible.

But are you giving up too much else for a slim phone? If you press them together, are they much thicker combined than a regular iPhone 17 or Galaxy S25 (or the new Galaxy S26)? And do they overcome trade-offs in battery life, camera and sound quality that come with a thinner design? I’m here to do the math and compare features for you.

Looking to order the iPhone Air? Check out our order guide to learn if you can get it free and other great deals.

Want to buy the Samsung Galaxy S25 Edge? Find out which carriers and retailers are offering the best deals on Samsung’s slim phone.

iPhone Air vs. S25 Edge price comparison

  • iPhone Air: $999. The iPhone Air takes the place formerly held by the iPhone 16 Plus, making it the only model with a screen larger than the iPhone 17 that isn’t an iPhone 17 Pro.

  • Galaxy S25 Edge: $1,100. The S25 Edge joins the S25 and S25 Ultra in this year’s Galaxy lineup.

The iPhone Air includes fewer features than the iPhone 17, such as the number of cameras. However, it features a larger display, an A19 Pro processor, and is equipped with 256GB of storage to begin with. Additionally, Apple has consistently applied premium pricing for minor design changes. The original MacBook Air fit into an inter-office envelope and cost $1,799, despite being underpowered compared to the rest of the MacBook line. (Over a few generations, it would eventually become Apple’s entry-level affordable laptop at $999, where it still resides.)

The Galaxy S25 Edge’s higher price ($101) could be an attempt to capture more dollars from customers looking for a phone that sets them apart, but we’re already seeing occasional steep discounts on it.

In both cases, it’s worth noting that the pricing has held up against the Trump administration tariffs so far.

iPhone Air vs. S25 Edge dimensions and weight

Now it’s time to go deep — as in, just how thin is the depth of each phone?

No phone manufacturer describes its phones as bulky or chunky, even for extra-large models like the iPhone Pro Max. Yet, the difference between the depths of the iPhone Air and the S25 Edge, as well as the standard phones of each respective family, is stark.

Not counting the camera assembly, which Apple refers to as the “plateau,” most of the iPhone Air’s body is 5.64mm thick. The S25 Edge, at its narrowest point, is a hair thicker at 5.8mm. (Both companies list only the thinnest measurement, not including the cameras.) Compare that to 7.9mm for the iPhone 17 and 7.2mm for the Galaxy S25.

The Galaxy Z Fold 7 is actually thinner when open, at 4.2mm, but it also has a larger surface area to accommodate its battery and other components. Other foldables from Chinese companies, such as Huawei, Oppo and Honor, also boast thinner bodies than the iPhone Air or S25 Edge, but only when opened.

And when you press the two thin phones together, do they really match up to the typical phone slab you’re carrying now? Combined (and again, excluding the camera bumps), the iPhone Air and S25 Ultra are 11.44mm thick, which is thicker than either the iPhone 17 or Galaxy S25, and even the iPhone 17 Pro Max at 8.75mm. However, if you want to achieve a more vintage feel, the original first-generation iPhone, released in 2007, measured 11.6mm.

Surprisingly, the less depth translates to only a slight decrease in weight compared to the other models in each lineup. The iPhone Air weighs 165 grams versus 177 grams for the iPhone 17, while the S25 Edge pips in at just 163 grams but gets barely undercut by the Galaxy S25 at 162 grams.

How big is each phone in the hand? While both are similar, the iPhone Air is slightly shorter and narrower, measuring 156.2mm tall and 74.7mm wide, compared to the S25 Edge’s dimensions of 158.2mm tall and 75.6mm wide.

iPhone Air vs. S25 Edge displays

Apple calls the iPhone Air’s 6.5-inch OLED screen a Super Retina XDR display. It features a high resolution of 2,736×1,260 pixels at a density of 460 ppi (pixels per inch) and can output a maximum of 3,000 nits of brightness outdoors, as well as a minimum of 1 nit in the dark.

Samsung packed a larger 6.7-inch QHD+ Dynamic AMOLED 2X screen into the S25 Edge, which translates to a high-resolution display measuring 3,120×1,440 pixels at 513 ppi. Its brightness goes up to 2,600 nits.

Both phones’ screens feature adaptive 120Hz refresh rates for smoother performance.

Comparing the iPhone Air and S25 Edge cameras

So far, many of the specs have been close enough to weigh each phone fairly evenly. Then, we get to the cameras.

The iPhone Air includes a single rear-facing 48-megapixel wide camera with a 26mm-equivalent field of view and a constant f/1.6 aperture. In its default mode, the camera outputs 24-megapixel “fusion” photos that result from an imaging process where the camera captures a 12-megapixel image (using groups of four pixels acting as one larger pixel for improved light gathering, known as “binning”) and a 48-megapixel reference for additional detail.

Apple also claims the iPhone Air can capture 2x-zoomed (52mm-equivalent) telephoto images that are 12 megapixels in dimension and represent a crop of the center of the image sensor.

The S25 Edge features two built-in rear cameras: a 200-megapixel wide-angle lens and a 12-megapixel ultrawide lens. There’s no dedicated telephoto camera, so the S25 Edge also offers a 2x-zoomed crop that shoots photos at 12 megapixels in size.

The front-facing selfie cameras on each phone differ significantly. The iPhone Air introduces a new 18-megapixel camera with an f/1.9 aperture. But the increased resolution over the S25 Edge’s 12-megapixel selfie camera isn’t what’s notable. 

Apple calls it a Center Stage camera because it features a square sensor that can capture tall or wide shots without requiring the user to physically turn the phone, unlike the 4:3 ratio sensors found in typical selfie cameras. It can adapt the aspect ratio based on the number of people it detects in front of the camera: a traditional portrait orientation when you’re snapping a photo of yourself, for example, or switch to a landscape orientation when two friends stand next to you in the frame.

iPhone Air vs. S25 Edge batteries

When it comes to concerns, the battery life of thin phones is at the top of the list. The insides of most phones are packed with as much battery as will fit, so making a phone slimmer naturally means removing space for the battery. With either model, you end up sacrificing battery power for design. But how much?

Apple doesn’t list the iPhone Air’s battery capacity, but claims “all-day battery life” and up to 27 hours of video playback. It also sells a special iPhone Air MagSafe Battery add-on that magnetically snaps to the back of the phone and works only with the iPhone Air. In her review, CNET’s Senior Tech Reporter Abrar Al-Heeti drained the battery in 12 hours over a phone-intensive day, but did end a more typical day with 20% remaining.

The S25 Edge features a 3,900-mAh battery, which Samsung claims will support up to 24 hours of video playback. (Come on, phone manufacturers, our phones aren’t televisions left running in the background.) 

In her S25 Edge review, Al-Heeti noted that the phone also generally lived up to Samsung’s own “all-day battery life” boast, saying, “Ultimately, you’ll get less juice out of that slimmer build, but S25 Edge offers just enough battery life to make me happy
But the S25 Edge has shifted my priorities. I’m enjoying the sleek form factor so much that I’m willing to make some compromises, even if that means I have to be sure to charge my phone each night, which is something I tend to do anyway.”

It’s worth noting that both phones support fast charging when used with a 20-watt or higher wired power adapter, allowing them to reach around 50% charge in 30 minutes from a completely discharged state.

iPhone Air vs. S25 Edge processor, storage and operating system

The iPhone Air is powered by Apple’s latest A19 Pro processor, the same one found in the iPhone 17 Pro models (compared to the A19 in the stock iPhone 17). Apple doesn’t list the built-in memory, but we suspect it includes 8GB of RAM (which is recognized as the minimum amount to run AI features such as Apple Intelligence). The base storage configuration is 256GB, with options to order the iPhone Air with 512GB or 1TB capacity. It ships with iOS 26, the latest version of the operating system that Apple released widely this week.

The S25 Edge is powered by a Snapdragon 8 Elite processor, the same one that powers the other S25 models. It includes 12GB of RAM and is available in storage capacities of 256GB and 512GB. The phone comes preinstalled with Android 15.

iPhone Air vs. S25 Edge all specs

Apple iPhone Air vs. Samsung Galaxy S25 Edge

Apple iPhone Air Samsung Galaxy S25 Edge
Display size, tech, resolution, refresh rate 6.5-inch OLED; 2,736 x 1,260 pixel resolution; 1-120Hz variable refresh rate 6.7-inch QHD+  AMOLED display; 120Hz refresh rate
Pixel density 460ppi 513 ppi
Dimensions (inches) 6.15 x 2.94 x 0.22 in 2.98 x 6.23 x 0.23 inches
Dimensions (millimeters) 156.2 x 74.7 x 5.64 mm 75.6 X 158.2 X 5.8mm
Weight (grams, ounces) 165 g (5.82 oz) 163g (5.75 oz)
Mobile software iOS 26 Android 15
Camera 48-megapixel (wide) 200-megapixel (wide), 12-megapixel (ultrawide)
Front-facing camera 18-megapixel 12-megapixel
Video capture 4K 8K
Processor Apple A19 Pro Snapdragon 8 Elite
RAM + storage RAM N/A + 256GB, 512GB, 1TB 12GB RAM + 256GB, 512GB
Expandable storage None No
Battery Up to 27 hours video playback; up to 22 hours video playback (streamed).Up to 40 hours video playback, up to 35 hours video playback (streamed) with iPhone Air MagSafe Battery 3,900 mAh
Fingerprint sensor None (Face ID) Under display
Connector USB-C USB-C
Headphone jack None None
Special features Apple N1 wireless networking chip (Wi-Fi 7 (802.11be) with 2×2 MIMO), Bluetooth 6, Thread. Action button. Apple C1X cellular modem. Camera Control button. Dynamic Island. Apple Intelligence. Visual Intelligence. Dual eSIM. 1 to 3,000 nits brightness display range. IP68 resistance. Colors: space black, cloud white, light gold, sky blue. Fast charge up to 50% in 30 minutes using 20W adapter or higher via charging cable. Fast charge up to 50% in 30 minutes using 30W adapter or higher via MagSafe Charger. IP88 rating, 5G, One UI 7, 25-watt wired charging, 15-watt wireless charging, Galaxy AI, Gemini, Circle to Search, Wi-Fi 7.
US price starts at $999 (256GB) $1,100 (256GB)

Technologies

Buffett’s decade-long acquisition finally pays off after years of struggle

Warren Buffett’s confidence in a decade-old acquisition finally pays off as Precision Castparts’ complex products become essential for engine turbine blades, while Berkshire Hathaway’s stock shows modest gains despite Wall Street declines.

Buffett’s decade-long acquisition finally pays off after years of struggle

Six years ago, when Berkshire Hathaway took an $11 billion write-down of its $37.2 billion 2016 acquisition of Precision Castparts, Warren Buffett wrote in his annual letter to shareholders he had paid “too much” for the company, which makes “complex metal components and products.”

While it was a “fine company – the best in its business,” he had been “simply too optimistic” about its profit potential, a “miscalculation … laid bare” by the enormous downturn for the aerospace industry, Precision Castparts’ largest customers, amid the Covid pandemic.

In a CNBC interview when the deal was first announced, Buffett admitted it was “a very high multiple for us to pay,” but told shareholders at the 2016 meeting he had great confidence in Mark Donegan, the company’s CEO, both then and now, and the company’s long-term profit outlook.

It’s taken longer than he planned, but Buffett’s purchase is now looking pretty good.

As Reuters puts it, there is currently a shortage of the “complex” products Precision Castparts makes that are essential for engine turbine blades.

They’re also used in natural gas turbines, which are in demand to produce energy for artificial intelligence data centers.

This week, GE Aerospace announced it would pay $11.75 billion to acquire Consolidated Precision Products, one of the few companies that competes against Precision Castparts.

Barron’s calls that “pricey” at 26 times projected 2027 earnings before interest, taxes, depreciation, and amortization.

Using the same multiple, Barron’s estimates Precision Castparts is worth around $100 billion. That’s well above the potential value of $60 billion to $75 billion it cited in an article last month that said the unit “probably has become one of the more valuable divisions” of Berkshire.

It’s also nearly three times the 2016 purchase price.

In the Barron’s piece, Andrew Bary said Berkshire, and its share price, aren’t “getting much credit” for the subsidiary’s rising value, in part because CEO Greg Abel, like Buffett, doesn’t do analyst conference calls or investor events that could draw attention to the unit’s performance.

His recommendation: “Without Warren Buffett at the helm, Berkshire may have to start telling its story if it wants to attract a new generation of investors. This year’s trading action suggests that something may need to change.”

Berkshire bounces a bit as Wall Street sells off

Berkshire Hathaway shares managed a modest gain this week even as Wall Street’s major averages declined, a small departure from the 2026 “trading action” Bary cites.

Both the Class A and Class B shares gained almost 0.9% while the S&P 500 fell by 0.8%.

Until Friday’s bounce, that benchmark index, along with the Dow Industrials and the Nasdaq Composite, had dropped four days in a row as oil and bond yields moved higher.

Even with this week’s outperformance, Berkshire’s B shares still trail the S&P 500 by more than 10 percentage points so far this year.

Nebraska candidate moves to replace ad that included Buffett’s image

The campaign team for the Republican running in Nebraska’s 2nd Congressional District accelerated the deployment of a new campaign ad after Susie Buffett complained about a previous commercial that briefly included an image of her father, Warren Buffett.

In the ad, a picture of Buffett and his name appear on screen for roughly two seconds as candidate Brinker Harding says, “Here in Omaha, we know a thing or two about the stock market, some more than others. But we do it without insider information.”

He then goes on to highlight his call for a ban on Congressional stock trading, saying some lawmakers “trade on secrets you’ll never know,” as they “get rich” while “we barely get by.”

In a report that led its 10 PM CT newscast Wednesday evening, ABC affiliate KETV in Omaha reported Susie Buffett had asked Harding on Sept. 2 to remove the ad.

She told the station, “I think it’s worth it to say that Warren did not give Brinker his permission to use his face or name in his ad.

“It implies that my dad endorses him. He did not have permission to use it.”

The KETV report quoted Harding as saying in a statement, “In Nebraska, we work hard and support each other, and we do it honestly. Warren Buffett exemplifies that, and that was the point of my ad.”

The report said Harding did not comment on whether the ad would be taken down but noted “it does look like new ads from his campaign are beginning to run on some stations.”

A Harding campaign spokesperson told me the campaign did not think its ad implied a Buffett endorsement, but to be respectful to the Buffett family, it responded to her concern by accelerating the rollout of its next planned ad by several days, although its effort was hampered by the Labor Day weekend.

The commercial now running does not show or mention Buffett.

BUFFETT & BERKSHIRE AROUND THE INTERNET

Some links may require a subscription:

  • Best’s News and Research Service: 2026 Best’s Rankings: Berkshire Hathaway Takes DPW Top Spot Among Accident & Health Lines
  • Financial Times: The day Warren Buffett saved Salomon Brothers

HIGHLIGHTS FROM CNBC’S BUFFETT ARCHIVE

The effects of 9/11 on Berkshire and the insurance industry (2002)

Warren Buffett shares his thoughts on the 9/11 attacks and explains how Berkshire’s insurance companies have started taking terrorism into account when writing policies.

AUDIENCE MEMBER: I know you lost a lot of money as a result of 9/11. But I would like to know how 9/11 changed your life and your investment strategy?

WARREN BUFFETT: It made everybody, I think, in the country aware, I mean, we’ve gone through world wars and all of that, and essentially felt quite protected within these borders.

And I have been quite worried about — Charlie can attest to — you know, the possibility, particularly of some kind of nuclear device in this country, by — probably more likely by terrorists than by some, at least, declared act of war by another state.

And 9/11 made everybody realize that as humans have not progressed, particularly, in terms of how they behave with each other over the years, they have progressed enormously in their ability to inflict damage on those they hate for one reason or another…

In terms of the business aspects of it, in your question, obviously the area at Berkshire that it effects most significantly, by miles, is insurance.

And prior to 9/11, even though we recognized that there could be huge monetary damages that flowed from the activities of what I would call deranged people, we hadn’t really written the contracts in such a way as to either get paid for taking that risk or to exclude the risk. In other words, we were throwing it in for nothing.

We had excluded risk for war. I mean, we knew that we’d seen what had happened in England in the 40s, and so we had taken account of something that some of us had seen with our own eyes, but we didn’t take account of something that we knew was possible, but we just hadn’t seen. And that’s, you know, that’s the human condition, to some degree.

Since September 11th, everybody in the insurance business recognizes that they had exposures that they weren’t charging for, and they either had to exclude those exposures or they had to charge for them.

We have written — first thing we had to do, of course, is we had lots of policies on the books that left us exposed to this, and most of those policies ran for a year, starting at different points. Those have run off to a great degree, but they’re not entirely run off.

The other thing we did was on new policies. We have sold a fair amount, quite a large amount, of terrorism insurance that excludes what we call NCB, nuclear, chemical, and biological, as well as fire following nuclear.

And, we can take a fair amount of exposure to that sort of terrorism, because it doesn’t — it won’t aggregate. It aggregated at the Twin Towers in a way that — World Trade Center — in a way that just about was as extreme as you could get for non-NCB-type activities.

I mean, that was a huge amount of damage done without nuclear, chemical, or biological.

But we can have tens of billions of dollars with NCB excluded throughout a greater New York area, or something, but we can’t have hundreds of billions of exposure that would be exposed, say, to, nuclear activities, because there an act or two, or three, coordinated, could cause damage that would destroy the insurance industry.

And if we had coverage on that, it would destroy us as well.

BERKSHIRE STOCK WATCH

Four weeks

Twelve months

BRK.A stock price: $766,000.00

BRK.B stock price: $510.37

BRK.B P/E (TTM): 12.83

Berkshire Cash as of June 30: $365.5 billion (Down 8.0% from March 31)

Excluding Rail Cash and Subtracting T-Bills Payable: $359.2 billion (Down 3.8% from March 31)

Berkshire repurchased $4.5 billion of its shares in Q2 2026.

BERKSHIRE’S TOP EQUITY HOLDINGS – Sep. 11, 2026

Berkshire’s top holdings of disclosed publicly traded stocks in the U.S. and Japan, by market value, based on the latest closing prices.

Holdings are as of June 30, 2026, as reported in Berkshire Hathaway’s 13F filing on August 14, 2026, except for:

  • Mitsubishi, which is as of April 30, 2026

The full list of holdings and current market values is available from CNBC.com’s Berkshire Hathaway Portfolio Tracker.

QUESTIONS OR COMMENTS

Also, Buffett’s annual letters to shareholders are highly recommended reading. There are collected here on Berkshire’s website.

— Alex Crippen, Editor, Warren Buffett Watch

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Technologies

Houthis reportedly advance to key Red Sea island, further threatening crucial oil choke point

The advance raises the threat to shipping near the Bab el-Mandeb Strait, a waterway that connects the Red Sea to the Gulf of Aden to global markets.

The Iran-backed Houthis reportedly advanced to Yemen’s strategic Perim Island on Friday, delivering a major boost to the militant group’s push to take control of one of the world’s most important shipping choke points.

The capture of Perim Island, which was reported by several news agencies, citing multiple Yemeni government sources, comes just one day after the Houthis seized Yemen’s port city of Mokha on the Red Sea coast. CNBC could not independently confirm the report.

The rapid ground offensive is seen as a severe setback to Saudi Arabia and the Yemeni forces it backs and puts Iran and its proxies on course to exercise control over two critically important oil choke points on either side of the Arabian Peninsula: the Bab el-Mandeb Strait and the Strait of Hormuz.

Perim Island is a small and rocky area of land that divides the Bab el-Mandeb Strait, a waterway that connects the Red Sea to the Gulf of Aden and to global markets.

There are concerns that the Houthis’ advance toward the Bab el-Mandeb Strait could have significant ramifications for global trade, particularly if the militant group ratchets up threats or attacks on Red Sea shipping.

The Houthi advance prompted Saudi Crown Prince Mohammed bin Salman to personally press President Donald Trump for U.S. military intervention, MS NOW reported later Friday, according to a person familiar with the conversations.

The crown prince spoke with Trump twice Thursday and urged him to strike the Iranian-backed group as it closed in on the Bab el-Mandeb. Trump declined, saying the U.S. does not plan to widen its regional military campaign to include the Houthis, according to the person, who was granted anonymity because of the sensitive nature of the conversations. Axios first reported the calls.

A senior administration official told CNBC the U.S. remains focused on protecting core national security interests, including freedom of navigation in the Red Sea, “while empowering our regional partners to take the lead in managing and resolving regional security challenges.”

The official added that the U.S. is “in continuous dialogue with Saudi Arabia.”

The capture of Mokha marked a “major blow” to Saudi Arabia as it raises the possibility of the group exerting a tighter grip on the Bab el-Mandeb Strait, according to Hamish Kinnear, principal Middle East and North Africa analyst at risk intelligence company Verisk Maplecroft.

Mokha is situated about 75 kilometers (46 miles) north of the Bab el-Mandeb Strait.

“The Houthis were already threatening Saudi shipping from previous positions, but their capture of Mocha opens up the possibility of further advances towards the Bab el-Mandeb coastline and a tighter grip on the chokepoint,” Kinnear said in a research note.

As the war continues, Kinnear said both Tehran and Washington believe time is on their side, making a new truce unlikely for now.

“Oil and gas prices, and more specifically refined products such as diesel, will continue to tick upwards while that remains the case – even if US convoys and Strait of Hormuz export alternatives cushion the price impact,” Kinnear said.

The strategic importance of the Bab el-Mandeb Strait has grown significantly since the start of the U.S. and Israel’s war against Iran in late February, with the waterway emerging as an alternative route for crude moving toward Asia.

What next for oil prices?

Oil prices traded sharply lower on Friday, but both major benchmarks could still end the week above $100 per barrel for the first time since mid-May.

International benchmark Brent crude

The resilience of the oil market is being tested by a clearer recognition of the mounting threat to regional supply, strategists at ING said, with energy market participants seen repricing both the duration and severity of the conflict.

Even as flows continue through the Strait of Hormuz, ING’s strategists said flows remain well below prewar levels, underlining how fragile the situation has become.

“Saudi energy infrastructure and crude oil exports from the Red Sea are increasingly at risk, with the Houthis in Yemen targeting Saudi Arabia,” ING’s Warren Patterson and Ewa Manthey said in a research note published Friday.

“As the Houthis have taken control of the Red Sea port of Mokha in Yemen, recent events increase the threat to shipping around the Bab al-Mandeb Strait,” they added.

— Luke Fountain contributed to this report.

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Technologies

Wall Street firm believes the AI stock market boom is ‘nearing an end.’ Here’s why

Stretched earnings expectations, extreme concentration and surging equity issuance point to growing bubble risks.

A range of equity market bubble indicators show that while the S & P 500 ‘s rally has further to run this year, its medium-term prospects look poor given how frothy the market has become, according to Capital Economics. “Most indicators suggest the AI equity boom is nearing an end,” Capital Economics’ senior market economist James Reilly said Thursday in a note. Capital has been more bullish than most on the stock market since mid-2023, reflecting a view that AI will be a transformative technology. Its year end-2026 S & P 500 forecast has consistently been above consensus. But the firm has also maintained that the AI-driven rally is a bubble that will eventually burst. To assess and spot a late-stage market bubble, Reilly looks at eight indicators including valuations, earnings, index concentration, equity issuance and foreign interest in U.S. equities. Some of those measures are already at or near levels that preceded previous stock market peaks. The analysis shows that while market variables such as earnings expectations look consistent with a market top, others such as volatility and leverage look slightly less alarming. Earnings stand out as the biggest warning sign. Expectations for S & P 500 earnings growth are around levels seen only at the peak of the dot-com bubble, while long-term EPS growth forecasts have surged to a record high. According to Reilly, the heavy concentration of this expected growth in the tech sector means that any signs of weakness in the tech firms’ earnings will weigh heavily on the index. Other indicators are also flashing warning signs. Index concentration is around dot-com-era extremes, net equity issuance has turned positive and foreign ownership of U.S. stocks is at a record high. Reilly said another wave of IPOs and share sales could be particularly significant, since similar issuance booms have historically coincided with market peaks. “On past form, this suggests that the end of the bubble is just months away, rather than years,” he said. Measures of leverage are not yet alarming compared to other factors, though the analyst warns that they are heading in a “concerning direction.” While volatility metrics look consistent with a mid -stage bubble, Reilly notes that constituent -level volatility isn’t as extreme as it was near the end of the dotcom boom. “While we continue to think that the S & P 500 will rally from around 7,650 now to 8,250 by end-2026 , we ultimately forecast it to fall back to 6,500 by end -2027,” he wrote. Those assumptions would equate to 8% upside this year and a 21% slide in 2027.

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– Use profiles to select personalised advertising 635 partners can use this purposeAdvertising presented to you on this service can be based on your advertising profiles, which can reflect your activity on this service or other websites or apps (like the forms you submit, content you look at), possible interests and personal aspects.

– Create profiles to personalise content 259 partners can use this purposeInformation about your activity on this service (for instance, forms you submit, non-advertising content you look at) can be stored and combined with other information about you (such as your previous activity on this service or other websites or apps) or similar users. This is then used to build or improve a profile about you (which might for example include possible interests and personal aspects). Your profile can be used (also later) to present content that appears more relevant based on your possible interests, such as by adapting the order in which content is shown to you, so that it is even easier for you to find content that matches your interests.

– Use profiles to select personalised content 231 partners can use this purposeContent presented to you on this service can be based on your content personalisation profiles, which can reflect your activity on this or other services (for instance, the forms you submit, content you look at), possible interests and personal aspects. This can for example be used to adapt the order in which content is shown to you, so that it is even easier for you to find (non-advertising) content that matches your interests.

– Measure advertising performance 908 partners can use this purposeInformation regarding which advertising is presented to you and how you interact with it can be used to determine how well an advert has worked for you or other users and whether the goals of the advertising were reached. For instance, whether you saw an ad, whether you clicked on it, whether it led you to buy a product or visit a website, etc. This is very helpful to understand the relevance of advertising campaigns.

– Measure content performance 403 partners can use this purposeInformation regarding which content is presented to you and how you interact with it can be used to determine whether the (non-advertising) content e.g. reached its intended audience and matched your interests. For instance, whether you read an article, watch a video, listen to a podcast or look at a product description, how long you spent on this service and the web pages you visit etc. This is very helpful to understand the relevance of (non-advertising) content that is shown to you.

– Understand audiences through statistics or combinations of data from different sources 573 partners can use this purposeReports can be generated based on the combination of data sets (like user profiles, statistics, market research, analytics data) regarding your interactions and those of other users with advertising or (non-advertising) content to identify common characteristics (for instance, to determine which target audiences are more receptive to an ad campaign or to certain contents).

– Develop and improve services 680 partners can use this purposeInformation about your activity on this service, such as your interaction with ads or content, can be very helpful to improve products and services and to build new products and services based on user interactions, the type of audience, etc. This specific purpose does not include the development or improvement of user profiles and identifiers.

– Use limited data to select content 179 partners can use this purposeContent presented to you on this service can be based on limited data, such as the website or app you are using, your non-precise location, your device type, or which content you are (or have been) interacting with (for example, to limit the number of times a video or an article is presented to you).

These Cookies and SDKs are used to collect data about your browsing habits, use of the Services, your preferences, and your interaction with advertisements across platforms and devices for the purpose of delivering targeted advertising content, both on our Services and on third party sites. Third-party sites and services also use Targeting Cookies to deliver content, including advertisements relevant to your interests on the Services. If you reject these Cookies or SDKs, you will see less relevant advertising.

Data collected under this category through Cookies and SDKs can also be used to select and deliver personalized content, such as news articles and videos.

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