Tech
The Pepsi Man Is Coming to Save Samsung From Boring Design
Samsung has one of the biggest product line ups of any tech brand, yet when it comes to design, it’s consistently seen as an “also-ran.” While other companies have forged distinctive and instantly recognizable design languages, such as Nothing, Samsung has found itself behind in the style stakes. When you’ve got Apple as one of your biggest competitors, that’s not a great position to be in.
That’s not to say there haven’t been improvements in the last decade, and the occasional flashes of promise—most notable in its collaborations with external designers, like the Bouroullec brothers, who fashioned the Serif TV for the South Korean company. But that hasn’t stopped complaints of boring and unoriginal design, both internally and externally, and an inertia when it has led, leaving other companies to close the gap.
Being defined by performance over personality has hardly done Samsung’s bottom line any harm—it recently regained its lead from Apple in global smartphone market share and has been the global leader in TVs for almost two decades. But, in 2025, it looks there’s finally a clear desire from Samsung to bridge the gap between form and function, by giving design the focus it’s been lacking for far too long at the company.
Back in April, Samsung hired Mauro Porcini, its first ever chief design officer. Porcini has spent more than 20 years building award-winning design teams at 3M and PepsiCo, most recently leading a successful global rebrand for Pepsi—the company’s first in 14 years.
For a company as big as Samsung, this hire feels late. Apple created the same position for Jony Ive a decade ago, around the same time it was reported that innovation at Samsung was being stifled beneath layers of management. With those structural issues supposedly unpicked, Samsung now has work to do—something Porcini is keen to acknowledge.
Late to the Party
“We are in a moment of change, where the way people interact with any kind of machine or electronic device is going to be radically different in the coming years,” Porcini tells me. “These machines will change the way people live, work, and connect with each other—the way people fulfil their needs. For a company like Samsung, having design at the top, involved in the way you define the future of the portfolio based on those needs—it’s more important than ever.”
The march of AI is, of course, a helpful hook upon which to tie this long overdue move, but Yves Béhar, the founder and principal designer at Fuseproject who worked with Samsung on The Frame TV, tells me this has been years in the making, and something Samsung had initially looked externally to help put the wheels in motion.
“When we started working with Samsung on The Frame [released in January 2017], the CEO at the time, HS Kim, came to us and said—look, we want to transform ourselves from a consumer technology company, into an experience business,” says Béhar. “So we helped them set some principles around that, and worked on getting that message out into the business—of what it means to think about experience versus tech. This is exactly what we did with The Frame TV.”
Tech
How Trump’s Plot to Grab Iran’s Nuclear Fuel Would Actually Work
President Donald Trump and top defense officials are reportedly weighing whether to send ground troops to Iran in order to retrieve the country’s highly enriched uranium. However, the administration has shared little information about which troops would be deployed, how they would retrieve the nuclear material, or where the material would go next.
“People are going to have to go and get it,” secretary of state Marco Rubio said at a congressional briefing earlier this month, referring to the possible operation.
There are some indications that an operation is close on the horizon. On Tuesday, The Wall Street Journal reported that the Pentagon has imminent plans to deploy 3,000 brigade combat troops to the Middle East. (At the time of writing, the order has not been made.) The troops would come from the Army’s 82nd Airborne Division, which specializes in “joint forcible entry operations.” On Wednesday, Iran’s government rejected Trump’s 15-point plan to end the war, and White House press secretary Karoline Leavitt said that the president “is prepared to unleash hell” in Iran if a peace deal is not reached—a plan some lawmakers have reportedly expressed concern about.
Drawing from publicly available intelligence and their own experience, two experts outlined the likely contours of a ground operation targeting nuclear sites. They tell WIRED that any version of a ground operation would be incredibly complicated and pose a huge risk to the lives of American troops.
“I personally think a ground operation using special forces supported by a larger force is extremely, extremely risky and ultimately infeasible,” Spencer Faragasso, a senior research fellow at the Institute for Science and International Security, tells WIRED.
Nuclear Ambitions
Any version of the operation would likely take several weeks and involve simultaneous actions at multiple target locations that aren’t in close proximity to each other, the experts say. Jonathan Hackett, a former operations specialist for the Marines and the Defense Intelligence Agency, tells WIRED that as many as 10 locations could be targeted: the Isfahan, Arak, and Darkhovin research reactors; the Natanz, Fordow, and Parchin enrichment facilities; the Saghand, Chine, and Yazd mines; and the Bushehr power plant.
According to the International Atomic Energy Agency, Isfahan likely has the majority of the country’s 60 percent highly enriched uranium, which may be able to support a self-sustaining nuclear chain reaction, though weapon-grade material generally consists of 90 percent enriched uranium. Hackett says that the other two enrichment facilities may also have 60 percent highly enriched uranium, and that the power plant and all three research reactors may have 20 percent enriched uranium. Faragasso emphasizes that any such supplies deserve careful attention.
Hackett says that eight of the 10 sites—with the exception of Isfahan, which is likely intact underground, and “Pickaxe Mountain,” a relatively new enrichment facility near Natanz—were mostly or partially buried after last June’s air raids. Just before the war, Faragasso says, Iran backfilled the tunnel entrances to the Isfahan facility with dirt.
The riskiest version of a ground operation would involve American troops physically retrieving nuclear material. Hackett says that this material would be stored in the form of uranium hexafluoride gas inside “large cement vats.” Faragasso adds that it’s unclear how many of these vats may have been broken or damaged. At damaged sites, troops would have to bring excavators and heavy equipment capable of moving immense amounts of dirt to retrieve them
A comparatively less risky version of the operation would still necessitate ground troops, according to Hackett. However, it would primarily use air strikes to entomb nuclear material inside of their facilities. Ensuring that nuclear material is inaccessible in the short to medium term, Faragasso says, would entail destroying the entrances to underground facilities and ideally collapsing the facilities’ underground roofs.
Softening the Area
Hackett tells WIRED that based on his experience and all publicly available information, Trump’s negotiations with Iran are “probably a ruse” that buys time to move troops into place.
Hackett says that an operation would most likely begin with aerial bombardments in the areas surrounding the target sites. These bombers, he says, would likely be from the 82nd Airborne Division or the 11th or 31st Marine Expeditionary Units (MEU). The 11th MEU, a “rapid-response” force, and the 31st MEU, the only Marine unit continuously deployed abroad in strategic areas, have reportedly both been deployed to the Middle East.
Tech
Amazon’s Spring Sale Is So-So, but Cadence Capsules Are a Bright Spot
The WIRED Reviews Team has been covering Amazon’s Big Spring Sale since it began at on Wednesday, and the overall deals have been … not great, honestly. So far, we’ve found decent markdowns on vacuums, smart bird feeders, and even an air fryer we love, but I just saw that Cadence Capsules, those colorful magnetic containers you may have seen on your social media pages, are 20 percent off. (For reference, the last time I saw them on sale, they were a measly 9 percent off.)
If you’re not familiar, they allow you to decant your full-sized personal care products you use at home—from shampoo and sunscreen to serums and pills—into a labeled, modular system of hexagonal containers that are leak-proof, dishwasher safe, and stick together magnetically in your bag or on a countertop. No more jumbled, travel-sized toiletries and leaky, mismatched bottles and tubes.
Cadence Capsules have garnered some grumbling online for being overly heavy or leaking, but I’ve been using them regularly for about a year—I discuss decanting your daily-use products in my guide to How to Pack Your Beauty Routine for Travel—and haven’t experienced any leaks. They do add weight if you’re trying to travel super-light, and because they’re magnetic, they will also stick to other metal items in your toiletry bag, like bobby pins or other hair accessories. This can be annoying, especially if you’re already feeling chaotic or in a hurry.
Otherwise, Capsules are modular, convenient, and make you feel supremely organized—magnetic, interchangeable inserts for the lids come with permanent labels like “shampoo,” “conditioner,” “cleanser,” and “moisturizer.” Maybe you love this; maybe you don’t. But at least if you buy on Amazon, you can choose which label genre you get (Haircare, Bodycare, Skincare, Daily Routine). If this just isn’t your jam, the Cadence website offers a set of seven that allows you to customize the color and lid label of each Capsule, but that set is not currently on sale.
Tech
Fellow Readers, Don’t Miss These E-Reader Sales
This is the older Kindle Scribe, but the price and features are the best you’ll get, especially when it’s on sale like this. I still reach for this model even though I have the newer third generation, and keep in mind the second generation will also get some of the newer software and experiences over time. With the sale, it’s half the price of the newer model.
If you’re already a Kindle reader and looking to upgrade, it’s likely because you want a new feature like a color screen. While the Kobo above is the better buy, if you want to stay in the Kindle ecosystem but add some color to your books, both the Colorsoft and Colorsoft Signature are on sale.
If you’re looking to spend as little as possible, the basic Kindle (11th generation) is still a great e-reader and is currently under $100. It can do almost everything the other Kindles can (except the Scribe) on a snappy black-and-white screen. It doesn’t have a warm front light either, but it’s still a great purchase for the price.
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