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Mark Gurman: Why Apple's AirPods Max 2 is a letdownapple gurman airpodsmax26 hours ago
Published March 22, 2026 by Philip Elmer-DeWitt

Mark Gurman: Why Apple's AirPods Max 2 is a letdown

"The lines between marketing and innovation are clearly blurring."

Read More Mark Gurman: Why Apple's AirPods Max 2 is a letdown

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This week's Apple trading strategies (3/23-3/27/26)apple trading strategies 3-23-267 hours ago
Published March 22, 2026 by Philip Elmer-DeWitt

This week's Apple trading strategies (3/23-3/27/26)

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

Read More This week's Apple trading strategies (3/23-3/27/26)

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7th Apple 3.0 price target contest: Where we standapple 7th target contest stand20 hours ago
Published March 21, 2026 by Philip Elmer-DeWitt

7th Apple 3.0 price target contest: Where we stand

Nine days before the 2027 betting window closes we have 36 contestants with an average target of $316, $39 (14%) higher than last year.

Read More 7th Apple 3.0 price target contest: Where we stand

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Apple dragged into Lux Optics co-founders fightapple aquihire lux optics1 day ago
Published March 21, 2026 by Philip Elmer-DeWitt

Apple dragged into Lux Optics co-founders fight

"A chronicle of an ugly breakup between two startup co-founders."

Read More Apple dragged into Lux Optics co-founders fight

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Has Apple forgotten its most important lesson?apple anthropic focus openai1 day ago
Published March 21, 2026 by Philip Elmer-DeWitt

Has Apple forgotten its most important lesson?

“I’m actually as proud of many of the things we haven’t done, as the things we have done.”  — Steve Jobs in 2008

Read More Has Apple forgotten its most important lesson?

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Saturday Apple video: Waiting in the wings (1996)Saturday apple video rukeyser1 day ago
Published March 21, 2026 by Philip Elmer-DeWitt

Saturday Apple video: Waiting in the wings (1996)

"When I left Apple 10 years ago, we were 10 years ahead of everyone else." — Steve Jobs

Read More Saturday Apple video: Waiting in the wings (1996)

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Mac virginsapple mac virgins neo2 days ago
Published March 20, 2026 by Philip Elmer-DeWitt

Mac virgins

"The company lowered one of the biggest barriers to entry… without ruining the Mac experience."

Read More Mac virgins

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Apple circles the globe to celebrate its 50th birthdayapple celebrates 50 world2 days ago
Published March 20, 2026 by Philip Elmer-DeWitt

Apple circles the globe to celebrate its 50th birthday

"It wasn’t out of the realm of possibility that Apple would just sort of let the day go by with some social media mentions." — Neil Cybart

Read More Apple circles the globe to celebrate its 50th birthday

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Apple's Mac and iPad saw record sales in India last yearapple india ipad mac2 days ago
Published March 20, 2026 by Philip Elmer-DeWitt

Apple's Mac and iPad saw record sales in India last year

Mac sales grew 24% year over year, iPad sales by 40%.

Read More Apple's Mac and iPad saw record sales in India last year

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Premarket: Apple is redapple premarket red 3-20-262 days ago
Published March 20, 2026 by Philip Elmer-DeWitt

Premarket: Apple is red

From Barron's' "Dow Set to Open Down on Quadruple Witching Day" posted early Friday.

Read More Premarket: Apple is red

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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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