At Future, we don't just write about technology - it's in our DNA.
Our first title, a computer magazine called Amstrad Action, launched in 1985, and for the Christmas issue we stuck a software tape on the cover. We later became the first media company to cover-mount CD-ROMs on our magazines. We were also one of the first major publishers to use Desktop Publishing (DTP) software and Apple Macintosh computers to lay out our pages, while the rest of the industry was still using manual typesetting machines.
We've always believed that technology gives us the edge in creating better, more useful content, faster. Take Hawk, our in-house price-comparison engine. Since launching in 2013, it has helped millions of readers find the best prices on products mentioned in our articles - a perfect demonstration of how software can make our content more helpful.
More recently, in 2024 we signed a deal with OpenAI to bring our expert journalism into ChatGPT, and in 2025 we launched Advisor AI to help readers discover content they might be interested in.
Our next experiment: iMore Labs
Now we are taking the next step. We are relaunching iMore not just as a site, but as an innovation lab for the future of publishing.
We plan to experiment with technology - including AI - at every stage of the publishing process, to learn how it can empower our teams to create their best work and keep our readers better informed.
In iMore Labs, we are exploring how technology can help us:
Spot trends faster. Analyze data to discover the niche stories and emerging trends our readers actually care about.
Supercharge our research. Use AI to help analyze large volumes of public data, specifications, and documentation, freeing up our experts to focus more time on original reporting, in-depth analysis, and hands-on product testing.
Launch AI-powered assistants. Develop AI agents to support every stage of our publishing process, handling complex workflows and manual tasks so we can deliver our most ambitious content - and build AI-powered experiences to make iMore the best place on the web to follow Apple news.
Get the right content to you at the right time. Make sure our insights reach you exactly where and when you need them, tailored to how you prefer to keep up with Apple.
Our commitment to responsible AI
iMore Labs is a space for innovation, but we operate within the ethical framework set by our parent company. Future has established AI guidance that enshrines a commitment to quality journalism and ensures AI is used to empower our expert human journalists.
As a dedicated test lab, iMore is where we experiment with the boundaries of these tools. While AI typically plays a supporting role across our titles, we are using the iMore Labs to test more advanced integrations - this includes using AI to help draft articles or analyze complex data. Our "human-in-the-loop" promise, however, remains absolute: every piece of content we produce must stay helpful, trustworthy, and firmly under human editorial control.
The "human in the loop" promise
We believe in transparency. Every experiment we run at iMore is guided by human oversight, and our editors have the final word on everything we publish.
Some of our experiments will become new industry standards. Others will serve as valuable lessons. By testing these ideas openly, we can help define what the future of publishing looks like.
A note from the editor
How we test
We love unboxing, testing, benchmarking, and reviewing the latest and greatest Apple gear at iMore, as well as the various gadgets and software that help you make the most of your iPhones, iPads, Mac computers and more.
We take our responsibility to provide informed and accurate recommendations and reviews seriously. And to make sure we deliver on our commitment to provide reliable advice, we've built an evaluation system and associated set of review standards that all of our writers and editors follow.
iMore’s promise to you:
We do not take payment for product reviews, ever. Our reviews always have, and always will be, based on our independent testing, free of outside influence.
We chose products for review based on what we believe our audience is most interested in.
Our thoughts and commentary in reviews is purely our own – no advertisers or partner brands have any say on our scoring.
If a product isn't up to scratch, we'll tell you exactly why. We won't sugar coat problems, or mislead you. Bad reviews are just as valuable as good ones.
We test products in the same real-world environments you would use them, and ensure each reviewer has been given ample time to thoroughly test a product before typing down their thoughts. We'll leave no stone unturned, no feature untouched.
If you think we're not living up to this promise, please email the editor in chief and we'll aim to put it right.
Our five-star scoring system
iMore rates the products and services we evaluate using a simple star scale, with one being the lowest rating, and five being the highest, and half marks awarded for those edge cases in between. These ratings combine objective data and performance with the subjective context of the product in its wider ecosystem, as well as the experience of the writers.
Find out more on how we test, review and rate
Ethics and standards
iMore is a member of the Independent Press Standards Organization (IPSO) which regulates the UK's magazine and newspaper industry. We abide by the Editors' Code of Practice and are committed to upholding the highest standards of journalism.
If you think that we have not met those standards and want to make a complaint please contact Paul Douglas, our Content Director. If we are unable to resolve your complaint, or if you would like more information about IPSO or the Editors' Code, contact IPSO on 0300 123 2220 or visit www.ipso.co.uk.
Licensing, reprints, and permission
For reprints and logo licensing, email us at licensing@futurenet.com.
About Future PLC
iMore is part of Future PLC, which also includes the Android Central and Windows Central communities. Each year, this network of sites reaches more than 500 million consumers, with more than five million subscribers and followers, and we see 500,000 user engagements each month.
iMore privacy policy
iMore.com is part of Future PLC. We are both fiercely committed to protecting your privacy. Please have a look at our in-depth privacy policy for details on how we ensure readers' privacy remains a priority.
