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Inviting friends of the blog to Apple’s Q3 2026 Earnings Smackdownapple smackdown q32026 invite9 hours ago
Published July 25, 2026 by Philip Elmer-DeWitt

Inviting friends of the blog to Apple’s Q3 2026 Earnings Smackdown

Got a detailed Apple model? Ready to compete with the pros? First prize is a one-year subscription to Apple 3.0.

Read More Inviting friends of the blog to Apple’s Q3 2026 Earnings Smackdown

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Laura Martin: Apple's existential riskapple martin existential threat9 hours ago
Published July 25, 2026 by Philip Elmer-DeWitt

Laura Martin: Apple's existential risk

"If it's wrong, it will not survive." 

Read More Laura Martin: Apple's existential risk

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Saturday Apple video: Susan Kare biographyapple saturday kare bio10 hours ago
Published July 25, 2026 by Philip Elmer-DeWitt

Saturday Apple video: Susan Kare biography

"The artistic side came from her mother, who taught her counted thread embroidery."

Read More Saturday Apple video: Susan Kare biography

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Apple's tiny capex gives it big Street credapple anti capex trade1 day ago
Published July 24, 2026 by Philip Elmer-DeWitt

Apple's tiny capex gives it big Street cred

"Alphabet's sell 0ff is giving it fresh momentum."

Read More Apple's tiny capex gives it big Street cred

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The day PC Magazine fired John Dvorakapple pundit dvorak dead1 day ago
Published July 24, 2026 by Philip Elmer-DeWitt

The day PC Magazine fired John Dvorak

"For most of his 36-year career as a tech columnist, Dvorak got Apple extravagantly, shamelessly wrong." — Apple 3.0, Sept. 23, 2018

Read More The day PC Magazine fired John Dvorak

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Morgan Stanley raises Apple price target $4 to $364apple morgan stanley 3641 day ago
Published July 24, 2026 by Philip Elmer-DeWitt

Morgan Stanley raises Apple price target $4 to $364

The firm continues to believe that Apple fundamentals are “very strong.” — Analyst Erik Woodring

Read More Morgan Stanley raises Apple price target $4 to $364

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Premarket: Apple is greenapple premarket green 7-24-261 day ago
Published July 24, 2026 by Philip Elmer-DeWitt

Premarket: Apple is green

From Reuters' "Wall St futures rise after tech rout; Mideast, tariffs in focus" posted early Friday.

Read More Premarket: Apple is green

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Counterpoint: iPhone shipments in China grew 23% YOY in June quarterapple china shone june2 days ago
Published July 23, 2026 by Philip Elmer-DeWitt

Counterpoint: iPhone shipments in China grew 23% YOY in June quarter

"Continued demand for the iPhone 17 series was further supported by consumer expectations of higher iPhone prices in Q3 2026, prompting some purchases to be brought forward."

Read More Counterpoint: iPhone shipments in China grew 23% YOY in June quarter

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Premarket: Apple is redapple premarket red 7-23-262 days ago
Published July 23, 2026 by Philip Elmer-DeWitt

Premarket: Apple is red

From CNBC's "Stock futures slip as earnings, surging oil prices remain in focus" posted early Thursday.

Read More Premarket: Apple is red

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Mark Gurman: To soften the blow of price hikes, Apple will offer new leasing programapple leasing program gurman3 days ago
Published July 22, 2026 by Philip Elmer-DeWitt

Mark Gurman: To soften the blow of price hikes, Apple will offer new leasing program

"Unlike the iPhone Upgrade Program of today, Apple Upgrade doesn’t include AppleCare."

Read More Mark Gurman: To soften the blow of price hikes, Apple will offer new leasing program

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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

  • 2015
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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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