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On Friday night, Apple lit up the sky above Hollywood with monster drones (video)apple drone show Monarch4 hours ago
Published February 23, 2026 by Philip Elmer-DeWitt

On Friday night, Apple lit up the sky above Hollywood with monster drones (video)

Apple's promotional drone display for "Monarch: Legacy of Monsters" has set a new world record, by creating life-size replicas of monsters from the Apple TV show in the air.

Read More On Friday night, Apple lit up the sky above Hollywood with monster drones (video)

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At this point, war with Iran seems inevitableapple trump attack iran6 hours ago
Published February 23, 2026 by Philip Elmer-DeWitt

At this point, war with Iran seems inevitable

"For the Trump administration, the upside of acting at a moment of Iranian vulnerability is plainly alluring."

Read More At this point, war with Iran seems inevitable

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Mark Gurman: Deep Red is the new Cosmic Orangeapple deep red iphone7 hours ago
Published February 23, 2026 by Philip Elmer-DeWitt

Mark Gurman: Deep Red is the new Cosmic Orange

"I can at least tell you that, as of now, red is the new flagship color in testing for the next iPhone Pros."

Read More Mark Gurman: Deep Red is the new Cosmic Orange

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Premarket: Apple is redapple premarket red 2-23-2610 hours ago
Published February 23, 2026 by Philip Elmer-DeWitt

Premarket: Apple is red

From Reuters' "Wall St futures dip as tariff doubts hit risk appetite" posted early Monday.

Read More Premarket: Apple is red

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AI is getting a bad repapple ai nyt unloved1 day ago
Published February 22, 2026 by Philip Elmer-DeWitt

AI is getting a bad rep

"It’s extremely hurtful, frankly." — Nvidia CEO Jensen Huang

Read More AI is getting a bad rep

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Counterpoint: One in three phones sold in Europe last quarter was an Apple iPhoneapple europe cq42026 counterpoint1 day ago
Published February 22, 2026 by Philip Elmer-DeWitt

Counterpoint: One in three phones sold in Europe last quarter was an Apple iPhone

"Apple benefited from robust demand for the iPhone 17 series and strong growth in Eastern Europe."

Read More Counterpoint: One in three phones sold in Europe last quarter was an Apple iPhone

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Mark Gurman: Apple's got big plans for Visual Intelligenceapple visual intelligence gurman1 day ago
Published February 22, 2026 by Philip Elmer-DeWitt

Mark Gurman: Apple's got big plans for Visual Intelligence

"Apple... intends to make this type of technology central to its upcoming set of AI devices, which will include more advanced AirPods, smart glasses and a pendant."

Read More Mark Gurman: Apple's got big plans for Visual Intelligence

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This week's Apple trading strategies (2/13-2/27/26)apple trading strategies 2-23-261 day ago
Published February 22, 2026 by Philip Elmer-DeWitt

This week's Apple trading strategies (2/13-2/27/26)

A place for Apple traders and investors to share their best ideas.

Read More This week's Apple trading strategies (2/13-2/27/26)

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1,500 lawsuits have already been filed seeking refunds from Trump's tariffsapple tariff refunds lawsuits2 days ago
Published February 22, 2026 by Philip Elmer-DeWitt

1,500 lawsuits have already been filed seeking refunds from Trump's tariffs

CDLSK's Erik Smithweiss nodded to the trade-offs companies are likely to face in the months ahead, noting that Trump on Friday called those who have sued over tariffs “sleazebags.”

Read More 1,500 lawsuits have already been filed seeking refunds from Trump's tariffs

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Is this the year Apple TV takes off? (video)apple tv takes off2 days ago
Published February 22, 2026 by Philip Elmer-DeWitt

Is this the year Apple TV takes off? (video)

From Ryan Christoffel's "Apple TV’s new movie is a hit, and just the start of a big year ahead" posted Friday by 9to5Mac.

Read More Is this the year Apple TV takes off? (video)

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Philip Elmer-DeWitt
Philip Elmer-DeWitt has been covering Apple since 1983 — mostly for Time Magazine (28 years), later for Fortune (9 years), where he wrote a daily blog called Apple 2.0. [Read more.]

Apple 3.0 Archives

Apple 2.0 Archives

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Philip Elmer‑DeWitt

  • 9to5Mac
  • Above Avalon ($)
  • AppleInsider
  • Apple Investor News
  • Asymco
  • Daring Fireball
  • Deagol's AAPL Model
  • MacDailyNews
  • Monday Note
  • Six Colors
  • Stratechery ($)
  • Techpinions ($)
  • Tommo.fyi
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